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Types of users and data

The mantra of UX/UI design: Design is a systematic and data-driven process


Data types:

Quantitative data (what about the users)

  • Information that can be transcribed numerically

  • Survey data, could be put in to a spreadsheet and analyze it

Qualitative data (why/how about the users)

  • Thematic information

  • Information gathered from interviews with users.

  • The information you collect will more easily be put into a narrative than into spreadsheets, imagine that you interviewed 15 people about the reasons they got a new smartphone.

Categorizing Users

  • Users as stakeholders

    • primary

      • people who use the design directly, designers commonly interact with, end-users

    • secondary

      • do not use the design directly but may do so indirectly because they get some output from it-or may provide some input

    • tertiary

      • may not use the design at all but are directly affected by the design in either negative or positive ways

EX. Running shoes

Primary: Runner

Secondary: Coach from the track team that the runner is in

Tertiary: Project manager of the company that build the shoes (he will get a bonus if the shoes get an increase in sales)


Understanding Stakeholders leads to a better User Experience Design.


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