Aligning metrics

Getting results from user research.

Esberi’s research techniques uncover what your target users actually do – not just what they say they do.

Research plays an integral part in delivering successful interactive products. For research to be useful, it should convey information that is clear and reliable than just user opinions. Using ethnography and usability testing for our user-centric design projects, we get detailed insight that is needed for us to plan and design winning interactive products.

Unlike traditional forms of research like surveys and focus groups, that merely convey disparate user opinions about various situations, ethnography and usability testing approaches give you the actual picture.

Ethnography

Ethnography is all about understanding the target users, their needs and perceptions. This approach works best during the initial stages of a project, and helps in determining product design and strategy.

Ethnography helps you:

• Innovate new interactive products and services.
• Understand what people want to see in your new product, and what they don’t need.
• In getting an insight on how people really use your current products, and how you could improve user experience.

The ethnographic techniques we use include shadowing, context study, lab-based activity sessions and online tracking.

Usability Testing

Usability testing works best as an iterative process of any design cycle. By continuously observing users as they use your product or prototype and implementing the lessons learned during the process, user experience is iteratively improved.

It’s helps you:

• Identify possible loopholes in the user interface, and generate new ideas on how it can be improved.
• Find out how appealing and useful your customers find the product to be and if they understand the concerns it is made to address.
• Understand the current level of user experience and helps focus on delivering a high-quality product.

The techniques we use are face-to-face user testing sessions and automated usability testing.

Design & Strategy driven results

Information gathering completes only half the process. Armed with these findings, we deliver actionable design and strategy recommendations.

Effective user-centric research lets you understand the reality of what your customers want, create new products that puts them ahead of competition and foster more loyalty to your business.