Exploring Multifaceted Query Techniques in User Experience Studies: Diving Deeper and Shifting Directions
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Are you seeking a tactic to delve deeper into users' minds and uncover their hidden preferences? Laddering questions got you covered! This interviewing approach will help you unravel the intricate fabric of users' motivations, values, and reasoning.
Question-chain diamonds are the heart of this technique. Begin by asking users about specific aspects of a product or interface—for instance, "What drew you to this option on the app?"
Next, probe for the consequences they experienced—such as, "What positive effects did you notice using this feature?" or "How did this impact your experience?"
Lastly, dive deep by asking about the larger meaning behind those outcomes—for example, "What's significant about that benefit?" or "How does this help you achieve your goals?"
This process moves us from surface-level observations to the core reasons behind users' thoughts and decisions.
Mindfully Probing
- Author/Copyright holder: duncan c,
It's not just about one question-chain; it's possible to switch between multiple chains. In these instances, use transition questions instead of "whys" to help the person move from one subject to another. For instance, "What makes interaction design crucial for product UX?"
Each response offers a fresh question-chain to explore. Dive deep on each chain to decipher the reasons behind users' priorities and choice of methods.
When Does Laddering Shine Bright in UX Research?
- Author/Copyright holder: Karen Eliot,
Laddering has many applications, such as:
- Uncovering Business Culture and Values: Dive deep into the heart of a business or organization to discover its unique culture and guiding principles.
- Enhancing Other Research Methods: Laddering can amplify your existing research methods, helping you draw insights from multiple perspectives.
- Unearthing Expert Knowledge: Gain wisdom from experts by probing deep into their areas of expertise and gaining insights from their domain-specific knowledge.
- Examining the Impact on User Experience: Analyze how various features and benefits contribute to the overall user experience.
- Gathering Actionable Data: Collect data that can guide tangible design decisions or changes.
- Aligning User Values with Features and Branding: Determine how users' values align with your product features or brand identity.
Advantages of Laddering
- Gain Insight Into Behavior: Uncover the reasons behind people's actions or decisions.
- Unveil New Information: Discover additional insights by questioning users when provided with a single piece of information.
Downsides of Laddering
- Risk of Uncovering Surface-level Truths: As with any interview technique, you may only uncover what users "say" rather than what they "do."
- Potential Monotony: Repeated questioning can become tedious for participants. It's best to train facilitators to mix up questioning styles to keep things engaging.
- Discomfort When Probing Deep Issues: Some users may feel uncomfortable discussing certain topics, particularly when it comes to sensitive work-related problems.
- Non-ordered Information: Not all information has a clear hierarchy, so be mindful of when to use a sideways approach instead of laddering.
A User-Friendly Laddering Procedure
- Prepare Laddering Question Sets: Develop your laddering question sets based on possible replies, considering both vertical and horizontal questions.
- Ask Probing Questions: Deploy laddering questions during your interviews to delve into user preferences, concept preferences, interests, and more.
- Prioritize Long Lists: If users provide multiple responses, work together to prioritize the list before probing deeper into their choices.
- Keep Going: Continue asking laddering questions until you reach the root cause or gather actionable data. Don't stop midway!
The Takeaway:
Laddering questions help us understanding the core reasons behind user preferences or actions, but it's essential to back up these findings with other data sources since there may be a gap between what users say and what they actually do.
It's worth investing some time in mastering the art of laddering questions. Don't irritate users by making them feel uncomfortable; adjust your questioning style accordingly. If users' hostility emerges, it might be best to abandon the laddering approach, especially if the issue relates to your workplace climate.
Further Resources and Learning:
- Learn about the 5 whys method, originally developed by Toyota in the 1970s.
- Michael Hawley at UX Matters provides a detailed examination of laddering in UX interviews.
- This academic paper outlines the use of laddering in various UX tests: Laddering the User Experience (lirias.kuleuven.be/bitstream/123456789/267307/4/Laddering+the+User+Experience.pdf) [MG5]
- Chauncey Wilson's blog piece also explores laddering in depth.
*Hero Image: Author/Copyright holder: Marcus Ramberg,
In case you were wondering, the laddering technique is a powerful tool that allows UX researchers to uncover users' underlying motivations, values, and reasoning behind their preferences and behaviors. By asking follow-up questions that elicit ever deeper responses, we move from surface-level observations to the core reasons for users' thoughts and decisions.
Interaction design plays a significant role in the technology used for product user experience (UX) because it offers a way to probe users' reasoning and values by asking questions like, "What makes interaction design crucial for product UX?"
Laddering, a user-research method, can be applied to examine the impact on user experience, especially when gathering actionable data. This technique can help uncover the intricate fabric of users' motivations and values, one question-chain at a time, such as by asking, "What's significant about that benefit?" in relation to a particular feature or interface.
