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Task-5-Users-Analysis

The document outlines the process of user analysis for the 'BrewNow' mobile ordering application, emphasizing the importance of understanding user needs, behaviors, and pain points. It details research methods, persona development, and journey mapping as essential components to enhance user experience and satisfaction. The document also provides specific goals, target user groups, research questions, and methods for data collection and analysis to inform app improvements.

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Jessa Siaton
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7 views5 pages

Task-5-Users-Analysis

The document outlines the process of user analysis for the 'BrewNow' mobile ordering application, emphasizing the importance of understanding user needs, behaviors, and pain points. It details research methods, persona development, and journey mapping as essential components to enhance user experience and satisfaction. The document also provides specific goals, target user groups, research questions, and methods for data collection and analysis to inform app improvements.

Uploaded by

Jessa Siaton
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Task 5: User Analysis

ICT 116 Human-Computer Interaction


User Analysis:
What it is: The foundation of understanding your users. It's researching and gathering
data about your target users to understand their needs, behaviors, motivations, and pain
points.
Why it's important: It helps you avoid designing based on assumptions and ensures your
product or service meets the actual needs of your users. It reduces the risk of building
something nobody wants.
Research Methods:
• Qualitative Methods:
• User Interviews: Gather in-depth insights into user experiences.
• Contextual Inquiry: Observe users in their natural environment.
• Focus Groups: Discuss specific topics with a group of users.
• Quantitative Methods:
• Surveys: Collect data from a large sample.
• Analytics: Analyze website or app usage data.
• A/B Testing: Compare different versions of a product or feature.
Key questions to answer:
• Who are my target users?
• What are their demographics, psychographics, and tech skills?
• What are their goals and needs related to my product/service?
• What are their pain points and frustrations?
• What are their motivations for using my product/service?
Persona Development:
What it is: Creating fictional, yet realistic, representations of your ideal users. Personas
are based on the data gathered during user analysis. They are archetypes that represent
different user groups.
Why it's important: Personas help to:
• Humanize your users: They make it easier for designers and developers to empathize
with users and understand their needs.
• Focus design efforts: They clearly define who you're designing for, preventing feature
creep and ensuring user-centered decisions.
• Improve communication: They provide a common language for discussing users among
team members.
Key components of a persona:
• Name and photo: Gives the persona a human touch.
• Demographics: Age, location, occupation, education.
• Goals and needs: What the persona wants to achieve.
• Frustrations and pain points: What the persona struggles with.
• Motivations: Why the persona would use your product/service.
• Tech proficiency: How comfortable the persona is with technology.
• Quote: A short statement that captures the persona's essence.
Journey Mapping:
What it is: A visual representation of a user's experience with your product or service, from
initial awareness to final interaction. It maps out the steps a user takes, their thoughts and
feelings at each step, and their pain points and opportunities for improvement.
Why it's important: Journey maps help to:
• Identify pain points: They reveal areas where users are struggling or frustrated.
• Optimize the user experience: They highlight opportunities to improve the user journey
and make it more seamless and enjoyable.
• Prioritize design efforts: They help teams focus on the most critical areas of the user
experience.
Key components of a journey map:
• User actions: The steps the user takes.
• User touchpoints: How the user interacts with your product/service.
• User thoughts and emotions: What the user thinks and feels at each step.
• Pain points: Where the user is struggling.
• Opportunities: Areas for improvement.
Task 5: User Analysis
ICT 116 Human-Computer Interaction
A. Project Goal and Scope
• a. Product/Services:
o Instruction: "Clearly define the 'BrewNow' mobile ordering application. Describe
its core features: menu browsing, order customization, mobile payment, loyalty
program integration, and order pickup notifications. Highlight the app's purpose:
to provide a quick and convenient way for customers to order coffee and other
beverages/items from our coffee shop."

o Example: "Our focus is the 'BrewNow' mobile application. It allows customers to


browse our menu, customize drinks, pay through the app, collect loyalty points,
and receive notifications when their order is ready for pickup."

• b. Current Problem:
o Instruction: "Identify the current problems users face with 'BrewNow.' This could
include issues like slow order processing, difficulty customizing drinks, confusion
with the loyalty program, or problems with payment. Quantify these problems
where possible. For example, 'Average order completion time is 3 minutes,
leading to customer frustration during peak hours.'"

o Example: "Users report difficulties customizing complex drink orders (e.g.,


specific milk alternatives, syrup combinations). There are also reports of the app
freezing during the payment process, and a lack of clarity regarding loyalty point
accumulation."

• c. Goal/Objectives:
o Instruction: "State the SMART goals for this user analysis. For example, 'To
improve the 'BrewNow' app's user experience, reducing order errors and
increasing customer satisfaction.' List specific objectives: Identify customization
pain points, streamline the payment process, and clarify the loyalty program."

o Example:
▪ Overall Objective: "To enhance the 'BrewNow' app's usability and
customer satisfaction."
▪ Specific Objectives:
▪ "Identify the most common drink customization challenges."
▪ "Determine the causes of payment process errors."
▪ "Clarify the loyalty program's functionality and benefits."
▪ "Develop user personas and journey maps to guide app
improvements."

B. Identify Target User Groups


• a. Primary and Secondary User:
o Instruction: "Define the primary user: regular coffee shop customers who value
convenience and speed. Describe their demographics, behaviors, and needs.
Identify secondary users, such as occasional customers or those primarily using
the app for loyalty benefits."

o Example:
▪ Primary User: "Daily commuters and office workers (25-45) who want to
quickly order their morning coffee. They are tech-savvy and appreciate
efficiency."
▪ Secondary User: "Students (18-24) who occasionally use the app for
group orders or to redeem loyalty rewards."

C. Research Method
• a. Research Questions:
o Instruction: "Develop questions focused on the 'BrewNow' app experience.
Examples: 'How easy is it to customize your drink order?' 'What are your
Task 5: User Analysis
ICT 116 Human-Computer Interaction
thoughts on the payment process?' 'How do you understand the loyalty
program?'"

o Example:
▪ "How often do you use the 'BrewNow' app?"
▪ "What do you find most challenging about customizing your drink order?"
▪ "Describe your experience with the in-app payment process."
▪ "How clear is the loyalty program's explanation within the app?"

• b. Interview Scripts:
o Instruction: "Create a script with an introduction, questions about app usage and
pain points, and a closing. Include prompts for detailed answers. For example,
'When you say the customization is difficult, can you give me a specific
example?'"

o Example:
▪ Introduction: "Thank you for helping us improve 'BrewNow.' We'd like to
learn about your experience with the app."
▪ Questions: (Use the research questions above, and add follow up
questions.)
▪ Closing: "Is there anything else you'd like to share about your experience
with 'BrewNow'?"

D. Collect and Analyze Data


• a. Conduct data gathering and analyze data:
o Instruction: "Conduct user interviews, observe app usage, and analyze app
analytics. Use affinity mapping to organize feedback. Focus on identifying
patterns in customization challenges, payment issues, and loyalty program
confusion. Summarize key findings and pain points."

o Example:
▪ "Conduct 15 user interviews during peak hours. Observe 5 users ordering
drinks in the shop while using the app.
▪ Analyze app analytics to identify drop-off points in the ordering and
payment funnels.
▪ Use affinity mapping to categorize user feedback on customization
options, payment errors, and loyalty program understanding."

E. Persona Development
• a. Identify Key Persona Characteristics:
o Instruction: "Identify key characteristics based on user data. Include typical order
habits, customization preferences, loyalty program engagement, and any
technical difficulties encountered."

o Example:
▪ "Identify frequent customization requests (e.g., specific milk types, sugar
levels).
▪ Analyze common payment methods and any related errors.
▪ Summarize user engagement with the loyalty program (e.g., point
accumulation, reward redemption)."

• b. Create User Personas:


o Instruction: "Develop personas representing typical 'BrewNow' users. Include
names, photos, backgrounds, and details about their app usage, needs, and
frustrations. For example, 'Morning Rush Mike' who values speed and simplicity."
o Example:
▪ Persona Name: "Morning Rush Mike"
▪ Photo: (Stock photo of a busy professional)
Task 5: User Analysis
ICT 116 Human-Computer Interaction
▪ Backstory: "Mike is a 38-year-old office worker who orders the same
coffee every morning. He needs a quick and reliable way to get his drink
before work."
▪ Goals: "Order his coffee quickly and efficiently."
▪ Pain Points: "Frustration with slow loading times and complex
customization options."
• c. Validate Personas:
o Instruction: "Share personas with the development and marketing teams. Gather
feedback on their accuracy and relevance. Refine personas based on feedback
and ensure they accurately represent the user base."

o Example:
▪ "Present 'Morning Rush Mike' and other personas to the app
development and marketing teams.
▪ Gather feedback on whether the personas accurately reflect the observed
user behaviors and needs.
▪ Make necessary adjustments to the personas based on team feedback."
Task 5: User Analysis
ICT 116 Human-Computer Interaction

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