What Users Want: Using Focus Groups to Inform Web Design

WHAT USERS WANT: USING FOCUS GROUPS TO INFORM WEB DESIGN

COMO 2014

User-centered design research methodologies• Quantitative Qualitative• In-Person Remote• One-on-One Groups/Dyads/Triads

Hybrid

What is a focus group?• A focus group is a focused discussion

where a moderator leads a group of participants through a set of questions on a particular topic

• Focus group process evolved from the focused interview and group therapy methods of psychiatrists

www.zazzle.com

Usability testing vs. focus group

Usability Testing

Focus Group

Discover user

expectations

Explore barriers/

perceptions/ attitudes

See behavior in

action What people

really do

Test assumptions

Measure performance: time, ease of use, # clicks,

errors

Validate effectiveness

of design

Inform quantitative

research

Iterative design testing

Nuts and bolts• 1 2 hours• 6 12 people• Homogeneous group• Recording

Risks of focus groupsRisk Mitigation

Groupthink Give participants “homework” to think about ahead of time

Use probing questions to uncover alternative ideas

Personalities Use subtle group control for ramblers, dominant talkers, shy participants

Moderator bias Be aware of “tells” Don’t editorialize

Intent assumed as action Be aware that we can’t predict contextual factors that may alter behavior so action may differ from what we believe we will do

Usability testing to test action

Difficulty capturing all input Record and use observer/assistant moderator

Focus group as sole research methodology Use hybrid methodology throughout user-centered design process

Online is an option

Planning, executing, analyzing

Planning Stage• Clear and specific purpose(s) but leave room for

discovery• Key attributes of participants• Develop script/discussion guide• Test the discussion guide• Find a moderator

A good discussion guide

Use open-ended questions

• Where do you get new information?• What do you like best about this website?

Use questions that get participants involved

• Use reflection, “think back,” choices, examples, etc.

Plan order of questions/topics

• Be aware of the brain activity generated by the questions

Planning, executing, analyzing

Executing Stage• Set the stage as people come in; establish rapport• Use the discussion guide but “discussion” is the key word• Record the session (audio, notes, flip chart, video)

A good moderator• Be able to get participants to relax and share their ideas

freely and candidly• Unbiased but informed about the project• Keeps the discussion focused but allows banter and

spontaneity• Manage personalities

Planning, executing, analyzing

Executing Stage

Favorite websites

Peer websites

Prototype or current website

Planning, executing, analyzing

Analyzing Stage• Review with another person

to capture impressions• Analyze summaries

• Look for trends and surprises• Determine content areas and

sub-categories

• Coding• Idiosyncratic• Consensus• Areas of agreement/disagreement

• Select quotations that illustrate themes and points

• Summarize and report

More . . .

More . . .

Questions?

karen.minton@usg.edu