IXD302-Week 10

Qualitive vs Quantitive


  • Unstructured- open ended questions/interview
  • Subjective- opinions
  • Immeasurable
  • Insights, Theories.


  1. Usability Testing
  2. Contextual Inquiry
  3. Eyetracking
  4. Field Studies
  5. Interviews
  6. Customer Feedbacks


  • Structured- surveys
  • Objective- facts
  • Measurable
  • Testing theories


  1. Card Sorting
  2. Online Surveys
  3. Analytics
  4. Testing

Qualitative is at the beginning of the timeline and quantitive is at the end of the timeline.

Basic Steps

Define Primary User Groups

create a list of attributes that will help you define different users. Prioritise the attributes that seem the most important to your product.

Pick techniques for Involving Users

Conduct Research

Validate Definitions and Analyse Research

Generate User Requirements

Interviews and Observation

Challenge Assumptions

speak to people to get a full understanding

Gather user Requirements

A good way to do this is through Online surveys as they are powerful and cheap.


Get “Out Of the Building”



  • you’re dealing with people
  • people are not data points
  • they are easily led, so avoid asking leading questions
  • use plain English to avoid confusing people

Card Sorting

  • helps define structure and priorities
  • helps understand user expectations
  • quick, simple, cheap
  • Quantitive


Making sense of it all.


  • proves credibility and validity of our findings

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