HOW THE STUDY WAS CONDUCTED
The study was repeated this year and was led by my colleague and me. First, we conducted an online survey with more than 1000 respondents. This gave us a quantitative measure with important data from the end users. We followed up with a clinic – a user test performed at Aleido headquarters in Gothenburg. In this part we focused on the qualitative data. A smaller selection of relevant and representative participants were asked to perform different tasks connected to the car. In addition, the user test was followed by an interview with a set manuscript.
CHANGES IN END USER BEHAVIOUR
The best part is to meet the end user, but what comes after is also very interesting, analysing the data. I find it exciting to summarise and draw hypotheses from the results of our study. The lessons were many. Especially being able to compare the results from the user study done in 2019 and this year, there is a clear trend in how the end users’ behaviour changes over time.
What I found most striking is how different users behave during a clinic. How much personalities and temperaments influence their behaviour. For instance, there are so many ways to solve a problem. One participant would search the web for the answer while another would call to someone they thought could help them out. The clinic also highlighted the importance of a good user experience, participants would get notably annoyed when they did not find the solution right away.
IMPROVING THE DIGITAL PRODUCT INFORMATION
The results and our hypotheses from the user study is valuable to us as we continuously improve on the user information for the car, making sure that the information suits all different kinds of user needs. It is also incredibly beneficiary for the customer to know how their users differ in behaviour and needs, or when they actually do not. One such finding was the broad change in support for fully digital user information between the first and second study. Conducting user studies is interesting and needed in many aspects for the area of product information to give us an insight in who we are writing for and a base for development and improvement. The more we learn about our users, the better product information we can deliver.