Qualitive research

Qualitative research, is more focused on validating design hypotheses, identify usability issues and find solutions for them and this method helps to answer the question ‘Why?’. The advantage of qualitative research is that we can use it anytime: during a redesign, or when you have a final working product. The outcome is a report with findings based on the researcher’s impressions, interpretations, and prior knowledge. Methodology base on few participants, flexible study conditions that can be adjusted according to the team’s needs, and think-aloud protocol show the most common specified pains and obstacles that discouraged them from ending the process. Also, it will show the advantages and common user paths on each tested screen. Qual studies are well suited for identifying the main problems in a design: for example, we can easily run a qualitative study to see what (if anything) prevents users from submitting a form successfully, and, based on that study, we may determine that we need to lengthen the form fields, present password requirements, or use labels outside the fields rather than inside them.