What users want to see and when?
Designing intuitive interfaces and experiences enables users to grasp and establish a rhythm in their product usage. Through this research method, we seek to understand how time can serve as a determining factor in identifying participants' product preferences.
Introducing Research Method - Time Loop:
The Time Loop method involves placing participants in different scenarios throughout the day and discussing how the product or application can assist them during those times. We displayed visual cues individually, as illustrated in Figure 1, prompting users to discuss how Facebook Home could benefit them at various moments in their day. We posed questions like: "It's this time of the day, and you open the Facebook app; what would you like to see?" The semi-structured interviews were tailored to participants' occupations, allowing us to adjust certain questions for greater context and relevance. For instance, we asked a university student: "After a busy day, you return home in the evening and settle on the couch. You open Facebook. What would you hope to find?".
Pros:
- This approach emphasizes user routines, highlighting how a product can seamlessly integrate into their day-to-day lives. One participant remarked, "I'd like to see the weather on Facebook Home first thing in the morning."
- It facilitates the identification of patterns, generating themes from the diverse experiences and features participants discuss. A participant shares "I really do not like to seen anything negative, I would love maybe spread some positivity, showing whose birthday it is and an easy way to share birthdays would be really good."
- This method strongly centers the user, empowering them to articulate their preferences and desires. For instance college student shares,"Ahh, while going to bed, it would be nice to see some positive affirmations to wind down, You have stories and reels right now, but sometimes I feel I get overwhelmed."
- While time remains a primary factor, this technique also unveils other considerations shaping user experiences based on what they frequently do. For instance, a participant noted, "I'm not keen on viewing Reels while traveling, especially if my headphones aren't connected and mostly when I travel back from Office"
Cons:
- Participants might not be interested in seeing a variety of experiences in a product and might not be vocal. If this happens, try asking them to talk through their day, and reference activities they perform throughout their day when probing into how Facebook Home can help them in their activity.
- For a researcher, it might appear that the participant wants the entire Facebook app on Facebook Home. Do not stop/interrupt the participant when they are sharing such ideas. Focus on quantity over quality at this point. Distill and filter ideas as part of your analysis process.
How do you feel and what do you want to see?
Facebook serves a multitude of purposes beyond merely entertainment and connection. Given its diverse use cases, it's crucial for Facebook to cater to various emotional states. With this approach, we seek to understand how a product can address and support different emotional contexts.
Introducing Research Method - Feeling Cues
Keyword cues is a method in which we present participants with various emotional states and inquire about how a product might facilitate or resonate with the given emotional state or intent. To assist participants in contemplating and discussing potential content for Facebook Home, we provided visual cues, as depicted below. Participants encountered questions like, "What could we display on Facebook Home that would make you feel or connect with [presented keyword]?".
Pros:
- This approach enables us to discern the types of content and formats that resonate with users, guiding them towards specific emotions.
- From the subjects and interests of participants, we can curate themes that bolster their emotional connection. For instance, some expressed a desire to see content from friends and family on TOH to evoke feelings of love and security. Another sentiment shared was the appreciation of positive mental health quotes on TOH, especially after a taxing workday.
Cons:
- When participants provide brief answers about their preferences, it's essential to probe further. For instance, if someone mentions they enjoy "puppy content" because of the happiness it brings, ask them about the specific type they prefer: videos, reels, or stories. Additionally, seek clarity on why such content appeals to them.
- Since emotions are inherently subjective, formulating overarching themes can prove challenging.
- Determining the optimal moment to address a certain emotion can be intricate. Rather than using this method to pinpoint when to present specific experiences, employ it to discern the types of experiences users might value.
