Boosting ROI with Software UX Research

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1 Boosting ROI with Software UX Research User-experience (UX) research can benefit software products, with results including increased sales, better customer loyalty, higher user productivity and lower maintenance costs. So how do you know if your usability expertise is adequate?

2 Who is Situated Research? Situated Research is a usability firm specializing in the research of software use, within natural environments, to discover patterns in user behavior. This data can be used to inform the software design process. Return-on-investment (ROI) typically includes improved sales, reduced customer-support costs, larger market share, and positive brand image: a result of happier, more productive users. Other design firms do not match our usability expertise, which is applied to many industries in the form of webinars, publications, and usability projects. We have a complete understanding of both the human factors and the involved technology to help turn your vision into a reality. We do in-situ User-eXperience (UX) research. WHY IN-SITU? By studying users in their natural settings, we gain insight into actual uses rather than uses in a lab. WHY UX? Incorporating user research into the design process ensures user needs are met, resulting in highlyinteractive and engaging experiences. WHY RESEARCH USERS? McAfee anti-virus recently cut its customer-support costs by 90% after incorporating UX research into their product. Side effects included happier users and a larger market share. With our help, you can expect more popular products that are easier to sell.

3 Conspire with business-oriented usability experts, under strict confidence, to brainstorm radical innovations for your industry. We bring to the table something you can get nowhere else. We draw from a wide domain of practical knowledge that is unmatched by other usability firms. Show us a prototype, demo, or simply describe a concept Information design, programming & computer hardware Game design, user interface & user experience design Behavioral psychology, engagement & motivation Interaction analysis, participatory design & activity theory Cross-cultural communication & regional cultural dimensions Collaborative gaming, distributed work & online communities Human-computer interaction & cognitive mental models Describe potential problem-areas and benefits Brainstorm together on ways to strengthen core benefits and mitigate / eliminate future problems Learn how usability research can help: not a sales pitch, but how particular methods and tools can improve your specific product and situation Image by The Far Side Usability Testing Research & Publications Summary: we offer a variety of standard usability tests to gauge user sentiment and software design, based upon the specific needs of your project The research initiated during Dr. Sharritt s doctorate led him to discover features of software interfaces that manifest in collaborative human interaction and high engagement. 1. Comparative / Competitive Usability Tests: test alternative designs, or compare your product with a competitor s to learn which features work best 2. Paper Prototyping: co-construct low-fidelity designs to gauge usability of alternative designs with users 3. Benchmarking: measure the speed and efficiency of a product 4. Questionnaires: survey a large group of users with well-designed questions to shed light on specific issues or user perceptions 5. Interviews, Focus Groups and Workshops: engage users directly to gain insight into their goals and frustrations, to learn what matters most from their point-of-view These discoveries can transfer to the design of hardware, software, web and game interfaces to create meaningful interaction. To learn more about our publications (academic journal papers, chapters, and magazine articles) and view our webinars, please visit our website at Image by Microsoft Corporation

4 Situated Usability Research Summary: we record user interactions with products in natural environments to conduct a deep analysis of user behavioral patterns, which informs software design. Methodology Situated Research has developed a unique method of natural observation that can find patterns in user behaviors, aimed at uncovering deep design issues (both good and bad) underlying software use. In particular, analysis focuses on both social interactions as well as action potentials created by the software interface that can create or hinder meaningful action. Benefits of this research can include higher user productivity and lower maintenance costs: resulting in higher profits and more loyal customers. Research Process Most studies involve: 1. Observing small groups in natural settings, with data collection involving video tape, notes and surveys / interviews 2. Recursive analysis of video data reveals behavioral patterns Patterns of interface use Social behavioral patterns Patterns in goal formation 3. Findings may include screenshots, video clips, explanations of behavioral patterns, and recommended solutions for improving your product

5 How will your product differ by choosing Situated Research? Frustrated users may resort to your competitors products, while others will be less efficient and less satisfied with their work. A difficult to use product should be avoided at all costs. A study by Karat & Lund (2005) describes customer service savings with a user-friendly redesign, noting how an improved experience by Schneider Automation resulted in $2 million saved in call center support costs over the first 10 months after the change. High usability through productive user experiences. Most usability companies focus on one industry. Situated Research takes pride in delivering a fresh, outside perspective on every project. With our broad experience and focus on human behavior, you can design the ultimate user experience for your product. Find patterns among use and goals. Our recursive analysis of video incorporates activity theory to look for relationships among user actions and larger objectives to see if they are in-line. We trace those objectives down to individual operations within the interface to gauge a software s efficiency. Boost sales by gaining insight into the experience. The user experience correlates directly with sales: ratings and word-of-mouth advertising contribute to software s ability to sell. Situated Research will help you achieve a positive user experience that creates happy, satisfied users: thereby boosting your brand image, and profits. Team support over the lifetime of the software. Unlike other usability firms that simply submit a report, Situated Research will work with your team throughout the design process to ensure a successful product. Software products may need a refresh after several years, as design trends change alongside users needs. We strive for long-lasting relationships with clients and enjoy revisiting past projects on which we have collaborated. Conduct advanced usability tests on the interface. While our usability expertise goes far beyond the user interface, we have a solid understanding of usability heuristics and what makes software easy to use. We surpass other usability firms by connecting the dots: explaining in detail how the user-interface promotes particular action potentials, and how those action potentials influence the user experience. Knock out the competition with Situated Research. By integrating usability experts throughout the design process, you will ensure that the final product aligns with business objectives. Benefits can include increased revenue and market share, as well as happier users and better brand perception. We are passionate innovators that thrive on creative design, so reach out today and tell us about your project.

6 SITUATED RESEARCH, LLC 2507 Bordeaux Lane, Naperville, IL (630) Copyright 2013, Situated Research, LLC. All Rights Reserved.

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