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RESEARCHING THE TARGET CUSTOMER EXPERIENCE
COURSE NAME
Principles & Methods of
User Research
COURSE DATE
August 2019 - December 2019
COURSE DESCRIPTION
This 14 week course serves as an introduction to the fundamental principles and methods designed for conducting user research. The class focused providing:
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Understand user-centered design.
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Recognize the role of user research in different phases of the design process.
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Identify and evaluate user research method(s) suited to their design goals.
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Develop and implement an efficient user research study design.
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Carry out, analyze, synthesize, and present user research studies.
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Understand the relevance of emerging social theories to the practice of user research.
USER RESEARCH
HUMAN CENTERED DESIGN
GRADUATE SCHOOL PROJECT
COURSE OVERVIEW
Students were assigned a client throughout this 14 week course. Each week were challenged to conduct a new method of user research, synthesize findings, and produce a report.
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I began researching Target and through early secondary research, decided to focus on Target's grocery shopping experience, which is one of Target's top investment areas of 2019.
ASSIGNMENT 01
DISCOVERY RESEARCH
Conduct secondary research to get up to speed on client, their business, and their customers.
Then developed a "top-line memo" as a tool to to align hypothetical team members around client background and findings.
ASSIGNMENT 02
HEURISTIC EVALUATION
Conducted a Heuristic Evaluation with 3 participants and then developed Report that identifies usability issues identified in the clients digital experience.
I selected three digital experiences:
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The weekly deals section to evaluate the digital adaptation of a historically analogue customer touch point
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Target Debit Card payment flow
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In-store self checkout experience