Design Research & User Experience

A successful product or service relies on user needs research to discover what the user expects and address it a manner that exceeds their expectation. Seelogics can help you better understand your end users to enhance their user experience of your existing products, operations and services through generation of following new concepts.

1. Online Survey Research

2. Interviews

3. Field Research

4. Focus Groups

5. Card Sorting

6. Mixed Methods Research

7. Case studies

This is a glimpse of our research methods. User research study methods differ according to the type of data needed and the aim of the project. Please contact us to discuss more on how we could be of help to your organization in your journey of success by means of the following tools

1. NVivo


3. NOLDUS Observer

4. Google Fusion Tables

5. Infogram

Why Seelogics?
We go to the users: From hospitals to technology centres, end of life patients to senior researchers, we have conducted user research study where they live, where they work, at public spaces all with the aim of helping our clients to understand their end user and the people who they are designing for.
Customized research study methods: Every project is different and we take pride in working with our customers to find research methods that best fits their budget, timeline of deliverables, process flow, number of data points needed and the level of detail needed in the research. Some products might be highly targeted towards a specific user group while others might need design that fits a wide rage of users. We at Seelogics create the best reports that captures and presents the user needs to the clients.

Sample Case Study:
Transforming mobile application user experience for long term healthcare facility patients who says using cellphone is hard for disabled older adults?

The Challenge
A Long-term healthcare facility was looking for customized accessibility setups for their disabled patients to use social media and e-reader applications. The patients had different types of disabilities such as multiple sclerosis, demyelinating disease, ALS, blindness and so on. These patients have tremors which makes using touchscreen cellphone and tablets difficult. The challenge was to use available assistive devices to make lives of older adults better by enhancing the experience of using social media applications and other applications such as itunes, kobo e-reader etc.
Reduced effort required by disabled patients to use cellphones and tablets. Patients were given assistive input devices such as single and multiple switch joysticks, chin switches to navigate through interface instead of the traditional touch screen.
User Research
After the initial interviews in our assessment, we created personas of all the patients. After persona development, we did another round of interviews with the patients and the caretakers to confirm the assumptions we had made in the personas. As part of the interview, we also focused on the questions such as which activities would they like to do in the phone and what problems they face when using mobile applications.
We then proceeded to rapidly design solutions to address the issues mentioned by patients in the previous phase. In this stage, we focused on features that were discussed in our interviews and along with the insights gained by working along with the stakeholders. We created mock setups and shared it with the patients to get their feedback before proceeding to final design.
Once the final design was completed and we proceeded to usability testing to see if the patients are comfortable using the setup. We let them use the mobile devices with our setup for over two months and recorded their feedback every week. There were minor changes identified throughout the study, but were fixed within the deadline. The patients were happy with our setup design and asked if they could purchase it.

Designers thrive when they have a working concept of what makes people tick, a context that allows them to shape their ideas by considering what people covet and use, and somewhere to focus all their creative energy. Research can provide the fuel for new ideas. To Ben's point, design research isn't a scientific endeavor aimed at finding truths. Our clients typically can't afford the large sample sets and extended time frames necessary for such a "scientific" process.
And sometimes design teams don't have the patience to see the value in dragging out a study in an effort to make it scientifically or statistically significant. We're just not wired that way; we prefer to make and experiment and then analyze later. So what is research good for?

1. Learning about people's behavior
Behavior is fertile ground for design. Not just human behavior, but systems behavior: social, technical, environmental, political, and economic systems. Increasingly, we are faced with ill-defined problems that are related to the workings of entire systems. Long gone are isolated problems (and opportunities).
Understanding behavior gives designers at least two important kinds of insight. First, it provides a sense of action in the world, which can lead to empathy. For example, how does a patient go about finding his or her way to the radiology lab at a hospital for a first cancer treatment, and what is that way-finding experience like? Second, understanding behavior provides some clues about practices and patterns. For instance, many cancer patients at certain clinics memorize their medical record number in order to get treatment, and those numbers can be tied to schedules, appointment locations, and treatment plans.

Design can exist without "the research." But if we don't study the world, we don't always know how or what to create.

2. Understanding and analyzing culture
What is culture and why does it matter to designers? Isn't culture kind of a fuzzy concept that is always changing? Yes, and because its elements are so deeply familiar and obvious to us we often don't recognize them as contributing to "culture" at all. Yet culture is another important system when it comes to understanding design because it deals with the relationships we build between each other, our things, our routines, our view of the the world, and our beliefs.
Anthropologist Clifford Geertz defined culture as consisting of "Webs of significance that man himself has spun...and the analysis of it [should] be not an experimental science in search of law, but an interpretive one in search of meaning." Asking simple questions about obvious things can lead to unexpected answers and rich insights. A designer can reflect on these insights and use them to influence certain nuances in their designs.
For example, using the metadata associated with a cancer patient's medical record number, such as appointments, schedules, maps, and customized directions of the hospital, adds meaning to a simple and common interaction at a hospital--getting directions. Placing a pathway on the ground to follow enables those same patients, who might often be self-conscious of their bald heads after treatment, to navigate very social environments without having to process the stares of other visitors.

3. Defining context
Context includes the physical and virtual settings that behavior occurs in and that culture shapes and emerges from. Identifying touch points--the decisive moments where a customer and a business intersect--is an important part of defining context. Using our hospital visit example, the designer and the larger design team (including the client if possible) can learn about context by watching the patient go through a process to see what happens, where it happens, and how they cope. By being a participant-observer, or seeing it all in pictures or video "from the field," a designer can gain a first-hand understanding of the real context for his or her work instead of designing from a distance.

4. Setting focus
Ill-defined problems, short project schedules, and a lack of patience are common conditions in design, and these can often lead to poor solutions. Doing research demands being comfortable with ambiguity in the early stages of a project in order to attain eventual clarity. This usually occurs through a process of synthesis--cutting the raw data down to size to find patterns and themes. It is this clarity that can enable a designer to focus on the right part of the problem at the right time in the right way. "But what should we focus on?" is one of the most common questions in the business. Even the legendary Charles Eames expressed a similar sentiment when asked about the boundaries of design. He responded, "What are the boundaries of problems?"
Design research is not "a science" and is not necessarily "scientific." It gives designers and clients a much more nuanced understanding of the people for whom they design while providing knowledge that addresses some of the most fundamental questions we face throughout the process. What is the correct product or service to design? What characteristics should it have, and is it working as intended? "The research" won't necessarily provide cold hard answers. But it will generate some good and feasible ideas.

Why should you come to us

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