o autor fala dos elementos da Experiencia Do Ususario, sendo que este esquema seguinte explica um pouco esse elementos e a suas relacoes
O autor depois fala sobre pesquisas de mercado sendo uma maneira boa de obter informações sobre os concorrentes e também sobre os usuários é atraves do Marketing que costuma-se fazer muita pesquisa para identificar características e comportamentos dos consumidores. Estas pesquisas de Marketing se realizam em dois formatos para fornecer estes dois tipos de informações:
As pesquisas demograficas que focam nas caracteristicas dos conmsumidores obtendo info sobre o sexo, idade ..
E tb temos as pesquisas psicografica que foca no comportamento dos consumidores obtendo dados sobre as preferncias ,ideologias e mais importante comportamentos. Estas pesquisas de Marketing estão
associadas a métodos quantitativos de obtenção e tratamento dos dados. uma das principais críticas relacionadas a estes tipos de pesquisa é que elas não fornecem as informações suficientes sobre um tópico muito importante: as
necessidades dos usuários. Por este motivo que os surveys não são tão recomendados.
E por isso a introducao de Personas segundo Alan Cooper de pesquisar com usuários para obter este tipo de informação das necessidades dos usuarios, observando e conversando com eles.
Outro tipo de investigação de mercado refere-se aos produtos concorrentes ou semelhantes (benchmarking). Investigá-los em profundidade é importante para saber de seus pontos fortes, fracos e características.
Depois o autor cita que o plano de pesquisa deve ser o primeiro passo a dar, ele serve para organizar o processo e também para ajudar a conduzir a pesquisa do jeito correto.
Para ter um bom plano de pesquisa ele deve completar os seguintes pontos:
-Primeiro deve establecer os objetivos da pesquisa, Segundo escolher as metodologias as serem usadas, depois definer as origens dos dados da investigacao.
-Tb ao decidir entrevistar os usuarios é fundamental ter um roteiro de entrevista. Exemplos de perguntas
Segundo o autor é muito importante tb é ter griupos focais que permitem conhecer bem os usuários ao ponto de sermos
capazes de classificá-los. Esta classificação gera as personas.Criando personagens que representam os diferentes eventuais públicos de seu produto que reúnem características e necessidades de diferentes usuários. O autor sublinha que as personas podem (e devem) nos acompanhar até a finalização do projeto. Caso você agende testes
com usuários ao longo do projeto, são as personas que guiarão quais os tipos de usuários recrutar.
O autor da um exemplo de uma ficha de uma persona com nome e image,ficticia , de como tipicamento os dados sao organizados
Ao identificar as necessidades dos usuarios atraves das pesquisas, o processo seguinte é de estabelecer as metas para o sistema , utilizando os diagnosticos para isso. Construindo fluxos de navegação , chjamadas “Diagramas de Caso de Uso” que permite conhecer um pouco dos usuários.
O autor depois fala dos instrumentos de coleta que podem ser: ENTREVISTAS, SURVEYS E OBSERVAÇÃO.
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