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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:

  • Understand user-centered design.

  • Recognize the role of user research in different phases of the design process.

  • Identify and evaluate user research method(s) suited to their design goals.

  • Develop and implement an efficient user research study design.

  • Carry out, analyze, synthesize, and present a user research study.

  • Understand the relevance of emerging social theories to the practice of user research.

USER RESEARCH

HUMAN CENTERED DESIGN

  GRADUATE SCHOOL PROJECT  

PROJECT OVERVIEW

Students were assigned a client. Each week we were given an assignment requiring us to conduct new forms of user research around our assigned client to learn not only how to conduct the research but also how to report our findings.  

For each assignment, I utilized the research methods being taught to then develop my own framework for communicating my research and findings.

  ASSIGNMENT 01  

DISCOVERY RESEARCH

First assignment was to conduct secondary research to get up to speed on client, their business, and their customers. Then develop a "top-line memo" as a tool to to align hypothetical team members around client background and findings. 

  ASSIGNMENT 02  

HEURISTIC EVALUATION

Second assignment we were tasked to prepare a Heuristic Evaluation Report that identifies usability issues identified in the clients digital experience.

I selected three digital experiences:

  1. The weekly deals section to evaluate the digital adaptation of a historically analogue customer touch point

  2. Target Debit Card payment flow

  3. In-store self checkout experience

  ASSIGNMENT 03  

THINK ALOUDS

For this assignment, we were required to write a discussion guide, conduct three think-aloud interviews and then create a summary report. I was interested in the online grocery shopping platform and wanted to see how well this key investment in Target's business was performing.