Which research approaches should ensure that user experiences are interpreted to reflect underlined norms of online users, and promise a better identification for designers to predict user behaviors in the system design process? The case of Google in this article demon
strates a multi-method of user experience based on its corporate philosophy: “Follow the user and all else will follow”.On the one hand, Google have traditionally sought to adopt their data-driven approach by applying web analytics of quantitative investigation in reflecting what is happening. On the other hand, built on the qualitative approach, Google interpret contextual factors of why users interact with the system designs via field research, diary studies, face-to-face interview. Such an approach is applied by the Google user experience (UX) team in exploring user behavior of Google Maps for the mobile application. They follow a method called Mediated Data Collection approach, in which participants and mobile technologies are assumed to mediate data collection about use in natural settings. Therefore, methods such as prior research on log analysis, recorded usage, focus group study, or field trial, telephone interviews, lab debriefs are combined to utilize the investigations on user behaviour.
This article stresses the bottom-up company culture as a key for designers and project managers to understand the essence of user experience. Three techniques are employed by: (1) injecting the corporate DNA to educate and train engineers and PMs about user experience (i.e. the ‘Life of a User’ training program and ‘Field Fridays’) (2) scaling to support hundreds of projects by UX team (3) helping focus projects on user needs by UX team or user research knowledge base.
Unlike the traditional desktop software design updated on annual basis, Google UX team practices some agile techniques to respond the rapid web cycles. For examples, solutions include guerilla usability testing, prototyping on the fly, online experimentation or enabling a live instant messaging dialogue between observers and moderator during lab-based testing.
The above three approaches are also combined with a global product perspective of designing for multiple countries. In sum, these 4 combinations of the Google case provide us an alternate analytic framework, and best enlist the methodologies for the studying of online user experience practically and implicitly.