Research

Uncover what motivates your users to take action, identify goals for a redesign, or benchmark an existing product.

Research and User Insights

If you’re like many other business stakeholders, you know your industry and your customer base. You understand that your website is crucial to engaging your audience, but you may not be sure about who makes up that audience or what motivates them to take action on your site. Those actions, called conversions, determine the success of your site, but they can be illusive.

To answer the motivation question, we use direct, in-depth research to examine your user’s deeply held drives, blocks, beliefs, and feelings. Drives are the underlying factors that impel action, and blocks are the underlying concerns that inhibit actions. This established approach is called PET research, which stands for Persuasion, Emotion, and Trust. Having this profound personal perspective into your user’s psyche allows us to identify the aspects of your business that should be addressed on your site.  Using PET research, coupled with testing and experimentation, Ideas2Image will help you:

  • Evaluate the need for a website redesign
  • Prioritize long-term improvements and short-term fixes
  • Convince executive teams to fund website improvements
  • Discover factors that drive or block* peoples’ willingness to engage

*The drives and blocks that are important to your customers must be addressed in the full spectrum of user experience that emanates from your company.  We will uncover and define expectations, perceptions, and conversion barriers (and opportunities), so that you can speak to your users clearly, using language, tone, and messages that will resonate with them.

UX Review

Our certified UX analysts will assess key elements within your interface to determine the effectiveness of the product’s design, messaging persuasiveness, and the steps that a user takes to complete tasks or activities.  We provide clear and actionable feedback, so that you can evaluate the need for a redesign, identify short-term fixes as well as the direction for long-term improvements.

Tools we use include:

  • Taskflow
  • Usability Scorecard
  • Walkthrough by Scenario
  • PET Scorecard
  • Persona and PET Persona
  • Persuasion Test Design
  • 508 Audit

Ecosystem and User Research

Gathering first-hand knowledge about your users is critical to understanding their motivations and needs.  User research focuses on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methods.

Usually an interview with a user is the most efficient way to learn about their goals and needs and it helps us get an in-depth knowledge of how a person thinks or feels about your product.

Tools we use:

  • PET Interviews
  • User and Stakeholder Interviews
  • Group Interviews
  • UX Specifications
  • Ethnographic Research

Testing and Experimentation

We observe and/or interview users as they interact with your product to better understand their experience.  As they verbalize the actions being performed on their end, we are able to get additional insight into their thought processes.  We look for opportunities to test your digital product throughout the development lifecycle, so that your decision making can be guided by metrics and data.

Some of the tools we use include:

  • Usability Test
  • A-B Test
  • PET Scan
  • Cognitive Walkthrough