Research Plan: Bringing the Strategy to Life
Introduction
A user research plan is a crucial document that outlines the goals, objectives, methodology, and timeline of the research project. It provides a clear roadmap for the research process, ensuring alignment among stakeholders, and facilitates effective reporting of results. A well-structured research plan ensures the validity and reliability of the data collected, ultimately contributing to the success of the product design.
As Nunnally and Farkas (2017) wisely state, “Every researcher is only as good as their research plan.”
Short Background
Neighborhood Alert (NA) is a community-focused platform designed to connect residents with local police forces. By offering a space for safety alerts, surveys, and updates on local issues, NA seeks to enhance communication and foster stronger relationships between law enforcement and the public. However, the platform currently lacks the reach and interactivity expected in today’s mobile-first world. This research seeks to identify user needs, pain points, and behaviors to inform the development of a dedicated mobile app.
Research Aims
The primary aim of this research is to understand the user needs and pain points associated with the existing platform to ensure the new mobile app is intuitive, engaging, and effective.
Our specific research aims include:
- Understanding User Needs: Identify what features and functions users value most and what they expect from the mobile app.
- Assessing User Experience: Explore user satisfaction with the current platform and identify areas for improvement.
- Analyzing User Behavior: Study how residents interact with the platform and uncover usage patterns.
- Differentiating the App: Discover unique features that will set the NA mobile app apart from similar platforms.
Research Objectives
- Discover User Preferences: Identify what features users most value and expect in a mobile app.
- Identify Pain Points: Understand challenges with the current platform and areas that need attention.
- Assess Usability: Evaluate the user-friendliness of the app interface and its potential for improving engagement.
- Validate App Features: Test new features through feedback from users to ensure they meet expectations.
Interview Methodology
Type of Interviews
Semi-structured interviews will be used to balance exploratory discussions with the consistency needed for comparative analysis.
Recruitment
Participants will be selected based on:
- Demographics: Focus on elderly people from various regions to reflect the target audience for the app.
- Engagement Levels: Frequent vs. occasional users of the NA platform.
- Device Preferences: Balance between Android and iOS users to ensure platform compatibility feedback.
Recruitment will involve reaching out to existing NA platform users who have previously participated in surveys and expressed a willingness to participate in further research For non-users, recruitment will be done through partnerships with local organizations, community centers, and other relevant partners who have access to elderly individuals. These partners will help promote the research opportunity to their networks, ensuring a diverse range of participants. Participants should reflect our two personas to ensure the findings are representative of the target audience.
Interview Structure
- Introduction (5 minutes): Explain the purpose of the interview and obtain verbal consent.
- Core Questions (20-30 minutes): Focus on the following areas:
- Pain points with the current platform.
- Features they find most useful and why.
- Expectations for a mobile app and desired functionalities.
- Wrap-up (5 minutes): Open floor for additional feedback and questions.
Data Collection
Interviews will be conducted virtually using tools like Zoom or Teams. Sessions will be recorded (with consent) for transcription and analysis.
Analysis Framework
Transcripts will be coded thematically, identifying recurring patterns and unique insights. Findings will be categorized into key themes: usability challenges, desired features, and barriers to engagement.
Ethics Considerations
To maintain ethical standards throughout the research process, we will:
- Ensure Informed Consent: All participants will be informed of the research purpose, data collection methods, and their right to withdraw at any time.
- Maintain Privacy and Confidentiality: Personal data will be anonymized, and participants’ information will be kept confidential in compliance with GDPR.
- Promote Well-being: Clear instructions will be provided, and participants will be given the opportunity to ask questions. We will also ensure a comfortable research environment, whether in-person or remote.
Limitations
Although the research design is comprehensive, we acknowledge certain limitations:
- Sample Size for Interviews: Due to the in-depth nature of interviews, we may be limited to a small number of participants. This will be balanced by supplementing the interviews with surveys to gather data from a broader pool of users.
- Potential Bias: While we will craft neutral questions and recruit a diverse group of participants, there is always a possibility of bias in participant selection and data analysis. To mitigate this, we will use multiple research methods and ensure a broad representation of users.
- Time Constraints: Limited time may impact the depth of usability testing. To mitigate this, we will prioritize key tasks and focus on the most critical features for testing.
Equipment and Resources
In terms of resources, we will primarily utilize existing personnel within the Neighborhood Alert team for research design, data collection, and analysis. However, budget may be allocated for participant incentives and potential software tools to aid in data analysis.
- Survey Tool: To be used for collecting quantitative data through the built-in platform feature.
- Recording Devices: For interviews and usability testing to document user responses and behavior.
- Usability Testing Software: Tools such as Maze or Lookback.io for remote usability testing sessions.
Timeline
Week 1: Planning
- Define clear interview objectives based on the research goals
- Develop a semi-structured interview guide with open-ended questions focused on user needs and experiences
- Recruit 10-15 participants representative of the target audience
Week 2-3: Conducting Interviews
- Schedule and conduct one-on-one interviews (in-person or virtual)
- Ensure all sessions are recorded for accuracy)
Week 4: Data Transcription and Organization
- Transcribe audio recordings using transcription tools
- Categorize responses to identify key themes and trends
Week 5: Data Analysis
- Analyze qualitative data using manual methods to extract actionable insights
- Prioritize findings relevant to the app’s design and functionality
Week 6: Reporting
- Summarize insights in a detailed report with recommendations for app development
Present findings to key stakeholders to guide the project’s next steps
