In today’s attention-centred economy, it is more important than ever to engage your users, ensuring your audience can easily access your digital products and services. This unique course provides an in-depth immersion in User Experience (UX) - from asking the right questions, to understanding the latest innovations in UX research methods. We individually tailor the course to your needs, whether Product Manager, UX Lead or Market Researcher, so you can put your new knowledge straight to work.
If your company develops, produces, markets or offers any digital products or services (websites, apps, games, video, audio, digital signage, connected retail), and it’s a part of your job to support their success, this two day course is ideal for you. While gut feeling, design innovation and years of experience might inform you to make the right choices – this course will ensure you understand how to engage your users in in-depth user experience research to make sure you’re hitting the mark (and know where you’re not).
The course content is relevant to you if you work within the usability and user experience field or if you are new to user experience research and want to incorporate it into your work. Previous attendees who have valued the course greatly include:
- Market Researchers
- Business Analysts
- QA Specialists
- Web Designers
- User Experience Designers
- Product Designers
- Project Strategists
Building your understanding of UX research methods through a detailed run through of key concepts in consumer and media psychology will provide you with a fresh, insightful, robust and actionable toolkit which you can adapt to your company’s needs, and which you can use to work with your designers to optimise existing or create compelling new digital user experiences. Through the course our expert team will guide you through the background, theory and context issues of digital user experience, such as:
- The impact on the person of digital media technologies, now and in the future
- The benefits and costs to the person from a psychology perspective
- The implications of psychology and UX for designing and compelling digital propositions
- How UX can influence your company strategy from market entry and beyond
- Examples of good and bad practice in UX
Our course enables you to explore how to best conduct research in relation to user experience, including:
- How to define and structure the problem space for doing your UX research (e.g., users’ met and unmet needs and requirements, product and service usability and accessibility evaluations; concept development)
- How to identify and classify your users, and sample them for research • What UX and other relevant variables to measure (about the outcomes, the person and conditions of use)
- How to select appropriate types of tools and methods (e.g., using interviews or questionnaires or behaviour/physiological approaches that differently provide quality or intensity data that is objectively or subjectively derived)
- A consideration of research design (for more structured testing)
- A look at the pros and cons of innovative tools and methods (such as automated facial analysis, physiological measures of arousal, fixed and mobile eye tracking)
We focus each run of the course on the UX research challenges attendees bring along, with the goal of enabling each of you to leave with a plan of action relevant to your goals.
Why Study this Course?
- Learn how to focus, in-depth, on your users
- Refresh and update your knowledge of the UX research process and methods
- Understand the strengths and limitations of different UX research methods
- Bring your UX research challenges to the course’s engaging, supportive environment
- Access cutting edge techniques and methodologies in the i2 media research lab at Goldsmiths
We are committed to providing reasonable teaching adjustments for students with disabilities that may impact on their learning experience. Please be advised that in order to provide an assessment and plan appropriate support we require as much notice as possible and, in some circumstances, up to 3 months. If you are planning to book, or have already booked, onto a short course please contact Goldsmiths Disability Team (firstname.lastname@example.org) at your earliest convenience.
Please note that our short courses sell-out quickly, so early booking is advisable.
If you have any questions about this course please contact shortcourses (@gold.ac.uk) .
For information on our upcoming short courses please sign up to our mailing list.
Dr Jane Lessiter (BSc, PhD, CPsychol, AFBPsS, UKCP-trainee)
Jane has worked at i2 media research since its founding, in 2002. She specialises in research on the consumer experience of digital media products and services, as well as working across i2's project portfolio on both commissioned and academic research. With nearly 25 years of research and teaching experience in a range of contexts (including lab based experimental, and more applied media technology and health service research), Jane has taught psychology and research methods at undergraduate, masters and professional levels. In her spare time, Jane is also finishing a 5-year MSc/Dip in Integrative Psychotherapy.
Her work has included topics such as:
- The development of assessments to measure the quality of media experiences (eg ITC-Sense of Presence Inventory).
- Identification of user requirements and unmet needs from products and services.
- Accessibility and usability considerations in product and service design with a particular interest in the experiences of people with visual impairment.
- User/Consumer segmentations and exploration of respective drivers and barriers to product/service adoption and use.
- Evaluation of marketing communications and information campaigns (eg conducting research for ITC, Ofcom, Digital UK, and Government departments to inform the successful roll out of digital television switchover).
- Collection and use of personal data for digital media products and services - issues of privacy, security and perceptions of risk.
Professor Jonny Freeman (BSc, MPhil, PhD)
Professor Jonny Freeman has led his academic team since his arrival at Goldsmiths in 1999, and founded i2 media research limited as Goldsmiths first spin off company in 2002. He specialises in media and consumer psychology, UX, and human factors of digital media, applying fundamental psychology research and methods to evaluate and optimise digital media products and services. Freeman leads large scale collaborative R&D projects, supervises research students, and leads Goldsmiths’ Bodies, Minds and Societies Research Theme, and Impact Champion for the School of Professional Studies Science and Technology. A hybrid academic-entrepreneur, Freeman has built an applied research team with expertise in innovative methodologies (from physiology, to eye-tracking to behavioural analysis & more). The theories, methods and practice of his team are shared in the Digital UX Research Methods short course.
2016: founded Flashy (Limited), to bridge online and physical retail UX: shoppers get a passive history of products they’ve seen in store, personalised flash sales, and persistent access to their passive history. For retailers, Flashy engages customers, increases footfall and basket size, and enables novel in-store behavioural analytics.
2002: founded i2 media research, a spin-off from the team I lead in Psychology at Goldsmiths University of London. Through 200+ successful projects we have an excellent track record of research for UK & international clients from commercial, public, and 3rd sectors.
2015: team developed the i2 Subjective Salience Scale as a simple tool (validated with eye tracking) to pre-test advertising and message salience.
2001: team developed the ITC-Sense of Presence Inventory (2001), to measure UX of Virtual and Augmented Reality - licensed to over 600 academic labs, and via paid licenses to international media/tech companies.
1999: academic (and since 2013, Professor) with highest research grant income generated at Goldsmiths University of London.
We offer the course in two formats.
Bespoke company specific package
Our most popular format is as a bespoke package for a company’s research/ insight/ design/ planning/ strategy/ management teams. When we say bespoke, we mean it – we completely tailor the course/ workshop format to your needs and focus, with regard to content, timing, and location. To discuss a bespoke course for your team, contact J.Freeman@gold.ac.uk
Relaunched in 2017, and bookable directly from this site, this is our intensive 2-day short course format. This immersion in cutting edge UX research and development from an applied psychology perspective will introduce you to the knowledge you need to develop insight to improve your company’s competitiveness. Through a focus which combines the robustness and independence of the academic approach, and the clear, actionable outputs of the commercial approach, the course will use i2 media’s portfolio of over 250 successfully completed research commissions to inspire your application of our methods to your company’s commercial opportunities.
Examples you’ll focus on will be selected based on the composition of the tutees. We expect they’ll include a mix from: online UX, connected retail, location based services, digital advertising, behavioural adaptation through wearables, presence and engagement in media (from video to immersive virtual reality), user engagement in social media and games, and implicit and symbiotic interaction between humans and responsive media systems.
Through the course, working on an individual or group basis (as per your preference, and of your fellow tutees), you’ll be taught how to and then conduct the full research process for a UX project you bring to the course: scoping the project, asking the right questions, considering reliability and validity of measurements, study design, sampling, analysis, interpretation and actioning the findings.
Course schedule (timings and running order may vary)
10:00 Welcome/ Introductions/ Course outline
10:30 Part 1a. UX in context, and trends
11:00 Part 1b. What is UX?
11:45 Part 2a. The problem with research
12:15 Part 2b. Working with human behaviour
14:15 Part 2c. Emotions, Motivations and UX
15:30 Part 3. Lab demonstrations
10:00 Good morning/ Welcome back/ Summary
10:15 Part 4a. UX research measurement
11:00 Part 4b. UX research methods
11:45 Part 4c. UX research design
12:15 UX research reflections
14:15 Part 4d. UX research sampling: know your users
15:00 Part 4e. UX research sampling: segmentations
16:00 UX research and course reflections
At the end of this course you will have developed valuable expertise:
- You will know how to research and develop UX with an increased level of confidence on which basis your company can define design, implementation and marketing strategy.
- You will have a clearer view of what is 'appropriate' and good quality research: to make important decisions that optimise validity and reliability of your findings through the research process, and to recognise sources of bias and error in your findings and interpretations.
- You will have an improved understanding of how to identify your primary, and other target users, and how to best position and develop your product/service or proposition in the context of new and emerging media technology developments.
- You will have had hands-on experience of using one of our more innovative methods (e.g., emotion readers, psychophysiological equipment) in a practical session.
You may wish to conduct your own research following the course and like advice on the research design and/or feedback on your outputs. After attending the course you will be eligible for a personalised (company bespoke) follow-up session (or series of sessions) for a reduced consultancy fee (two weeks to two months after the course).
After taking the course you may wish to commission a research project from i2 media research. If this is the case, you will be eligible for your course fee to be discounted from the fee for a research project commissioned from i2 media research (for commissions confirmed in a period up to three months following the course, even if the projects are completed after this period).
About the department
i2 media research is an independent research and consultancy company, based at Goldsmiths, specialising in how humans and technology can work together – for the benefit of consumers and business. Their interdisciplinary team of experts focus on consumer insight and user experience research and strategy, delivering rigorous research and innovation to business. Since forming in 2002 as a spin off from our Department of Psychology, i2 has successfully completed over 250 commissions, including many for online brands and services, such as:
- NEST Corporation
- Toyota Motors Europe
- The Weather Network
- The Missing Ink
and lots more offline such as:
- Saatchi & Saatchi
- Digital UK
- Direct Line
Having also worked for most Government departments, regulators and several charities, i2 media has an excellent reputation amongst industry/ regulatory/ governmental and third sectors in understanding the intersection between people and media technology products and services.