From my desk: choosing the right research method in UI/UX design – Quantitative vs. Qualitative

 

Knowing what people really need is one of the most difficult things I do as a UI/UX designer. Making user-friendly interfaces is only one aspect of the job; another is developing experiences that benefit users. As time has gone on, I've come to understand that striking a balance between quantitative and qualitative research methodologies is essential to doing this.

 

 

In past projects, I used a lot of quantitative data. I was able to obtain the data I required to comprehend how people engaged with a product thanks to tools like heatmaps, A/B testing, and Google Analytics. For instance, we discovered through analytics on one eCommerce project that consumers were leaving their baskets empty at a specific point. I was informed by the statistics that there was a 40% decline at the payment step. It was obvious that something wasn't right, but just what?
 

Because they provide you with specific insights into what is happening, numbers are fantastic. The issue is that they don't always provide a rationale. In this instance, even though I was aware that people were leaving at the checkout, I was clueless as to why. Were the payment alternatives confusing to them? Were the steps too lengthy? It was at this point that I became aware of the drawbacks of depending only on quantitative data.

 

 

I then started doing qualitative research at that point. I used interviews and usability testing to determine the causes of checkout abandonment. I made consumers finish the checkout procedure while speaking out loud about their ideas. The realisations were startling.

 

A user said, "I don't know what information I'm supposed to enter here," in reference to a compulsory field, while another said they were upset by the excessive amount of procedures. You'll never get this type of feedback from an analytics heatmap or percentage. They provided the explanation for the behaviour that the data by itself was unable to.

 

Using this qualitative knowledge as a guide, I streamlined the form and cut down the number of checkout processes from five to three. We conducted another round of A/B testing after making the modifications, and the startling findings were as follows: checkout completion rates increased by 20%, greatly lowering the abandonment rate.

 

 

As part of another project, we were creating a mobile application for an eldercare business. The app's data showed that users were giving up on a lot of sessions because they were spending too much time on the navigation menu. This time, our team started with quantitative data to identify the elder’s problem. It was evident from the data that most users will stop using the app within three minutes.

 

After that, our team started using qualitative methods, such as user interviews and watching how senior users interacted with the menu. Numerous people voiced their displeasure, complaining that the menu was confusing and ill-organised. One user said, "It's difficult to find what I need, so I always give up."

 

We streamlined the menu and added more obvious categories and a visible search option based on these observations. What was the outcome? The length of sessions grew while the bounce rate dropped by 15%. This improvement would not have been feasible without combining both methods—qualitative for issue solution and quantitative for problem identification.

 

 

In my experience, combining both approaches yields the greatest UX results. I can identify the areas that require attention with the use of quantitative study. I can see user activity via a wide lens and get quantitative statistics. However, qualitative inquiry? The personal tales then become relevant. I may delve into the feelings, annoyances, and inspirations that underlie the figures there.

 

My recommendation to all UI/UX designers is to avoid selecting one over the other. When you need to verify trends or assess the effects of design modifications on a broader scale, use quantitative methodologies. When you need to make well-informed design judgements and comprehend the subtleties of user behaviour, employ qualitative methodologies.

 

Ultimately, this equilibrium has helped me produce designs that not only have a pleasing aesthetic but also effectively address user needs.