Dear user, let me hear you and, most importantly… understand you!

Dear user, let me hear you and, most importantly… understand you!

Step 1: Research and analyze user information

At Kryzalid, to identify the specific characteristics of the user and design a solution that perfectly meets their expectations, we rely on two approaches:

Data research

This involves gathering both internal data (such as studies already conducted with certain users, interviews with marketing and management teams, etc.) and external data (market studies, articles, and reports) available on the topic. By leveraging this information, we collect as much user data as possible.

Usage analysis

What browser does the user use? What is their screen resolution? On which device do they spend most of their time? These technical aspects are crucial to begin understanding the user. Then, we can analyze user behavior using tools like Hotjar’s click maps, which show where users most frequently click. We can also rely on Google Analytics, which provides insights into the proportion of returning vs. new users. Analytics also provides the most visited pages, the number of pages viewed per visit, time spent on each page, and more.

Step 2: Develop personas—User avatars!

After completing the first step, we move on to creating personas. These personas can be defined as user avatars—virtual characters imagined to better represent the users.

There are several types of personas: first there is the primary persona (the main target). Then, there is the secondary personas. Finally, there is the complementary personas (for example, parents or teachers for a service aimed at children).

We then group the various elements of the personas: giving them a name, specifying their age, occupation, listing their habits, desires, highlighting what motivates them, what hinders them, their challenges and opportunities, the relationship they have developed with the brand, their level of expertise, the context in which they use the solution, their goals, and their usage scenarios. In short, we bring them to life to better understand them!

Step 3: Observe users and take time to interact

This final step complements the previous ones. It allows for direct interaction with users, whether they are loyal customers or new ones. Observation can be done in several ways: by remaining in the background, asking questions, or studying the user while they are aware of being observed. Interactions can also take different forms: in an open-ended interview, like a conversation, in a structured interview with closed questions, or in a semi-structured interview—a careful blend of the two!

The UX design team at Kryzalid has solid expertise in these three steps. So, whatever your web design project, contact us. And stay tuned for the next article in this series on UX!