Cracking the Code: Mastering QIAs for User Research Success!

I’ve been using QIAs for a User Research project. However, I wasn’t aware of the outcomes. I recently delved deeper and learnt the actual purpose of QIAs.

For those of you who are wondering what this fancy term means, well, Qualitative Influential Attributes (QIAs) are a user research framework used to understand the underlying factors that influence a user’s decisions, behaviours, and overall experience. There are 4 components to it — Behaviour, Habit, Aptitude and Attitude. All user problems and root causes can be segregated into one of these 4 components.

Let’s talk a little about how we can use this framework to design to analyse, solve and test products 👇

Behaviour

Behaviour refers to the observable actions and interactions of users within a specific context or environment, reflecting their responses to various stimuli or situations. It includes the way users engage with products, services, or interfaces, including their actions, reactions, and patterns of interaction.

Here are some examples:

1. Progress indicators during lengthy processes, like form submissions or file uploads. This provides feedback and encourage users to wait patiently rather than abandoning the action.
2. Confirmation dialogues for critical actions, such as deleting an item or unsubscribing from a service. This prompts users to pause and confirm their intent, reducing the likelihood of accidental actions.
3. Hover effects on clickable elements, such as buttons or links, to visually indicate interactivity and encourage users to explore further.

How to analyse?

In the case of behaviours, we can focus on understanding the user’s actions and interactions. We can conduct user interviews, usability testing, and A/B testing to understand how users interact with similar products or services.

How to solve?

We can also use persuasive design techniques and user flows that encourage users to adopt the desired behaviours.

How to track?

We can track behavioural metrics to monitor key actions users take within the product/service and use that data to refine the design for better behavioural outcomes.

Habit

Habit refers to the repetitive actions or behaviors that users exhibit without much conscious thought. These actions are often ingrained and automatic responses to specific triggers or situations.

Here are some examples:

1. Auto-save feature in a writing app, so users develop a habit of relying on the platform for automatic saving of their work. This would reduce the likelihood of losing progress.
2. One-click purchase option on an e-commerce website, encouraging users to make quick and habitual purchases without going through multiple steps. This would enhance the convenience and encourage repeat purchases.
3. Predictive search suggestions as users type in the search bar of a website. This would enable them to quickly find what they’re looking for and encouraging the habit of using the search function for navigation.

How to analyse?

In the case of habits, we can use surveys, user interviews, and analytics to understand users’ current routines and habits related to our domain.

How to solve?

We can leverage habit-building techniques like triggers, rewards, and repetition to encourage users to integrate our product/service into their existing routines.

How to track?

onitor metrics related to the frequency and consistency of habitual actions within the product/service environment. This tracking helps assess the effectiveness of design changes aimed at shaping user habits.

Aptitude

Aptitude refers to users’ inherent abilities or tendencies that influence how they interact with a product/service. These abilities can include cognitive skills, preferences, and past experiences.

Here are some examples:

1. Machine learning algorithms can be used to provide personalized product recommendations based on users’ past purchases and browsing history, catering to their aptitude for discovering relevant items efficiently.
2. Customizable themes or visual settings could be offered in an application, allowing users to adjust the interface colors, fonts, and layout according to their visual aptitude and preferences for a more comfortable and enjoyable user experience.
3. An educational app that adapts its content and difficulty level based on users’ aptitude and learning progress, providing tailored learning experiences that match their individual abilities and pace.

How to analyse?

For aptitudes, we can conduct user testing and skills assessments to understand user capabilities related to the product/service. Explore user cognitive processes through interviews and usability testing to uncover their information processing preferences and navigation tendencies.

How to solve?

Tailor the design to accommodate users’ cognitive styles and preferences. Provide intuitive navigation options and streamline information presentation based on users’ aptitudes.

How to track?

Monitor user interaction patterns related to information processing and navigation to gauge the effectiveness of design adaptations in catering to users’ aptitudes. We can also measure skill development by tracking user performance and completion rates of tasks within the product/service to gauge skill development.

Attitude

Attitude refers to users’ beliefs, perceptions, and emotional responses that shape their overall disposition towards a product/service. Attitudes influence users’ motivations and willingness to engage with the offering.

Here are some examples:

1. By showcasing positive feedback and endorsements from satisfied customers, the interface cultivates trust and fosters a positive attitude towards the brand, encouraging users to make confident purchasing decisions.
2. Crafting error messages that not only inform users of a problem but also express empathy and offer helpful solutions. By acknowledging users’ frustration and providing assistance, the interface communicates care and consideration, positively impacting users’ attitudes despite encountering errors.
3. Integrating community engagement features such as forums, user-generated content sections, or social sharing capabilities within the platform. By facilitating connections and fostering a sense of belonging, users develop a positive attitude towards the brand or service as they perceive it as more than just a transactional experience.

How to analyse?

For attitudes, we need to understand user perceptions. We can conduct user research to understand user sentiment, beliefs, and attitudes towards our product/service or the domain in general. We can utilize qualitative research methods like interviews and surveys to uncover users’ emotional responses and perceptions of value associated with the product/service.

How to solve?

We can address negative attitudes and use persuasive design elements, content marketing, and user education to address negative perceptions and build trust. We can also design experiences that evoke positive emotional responses and reinforce perceived value through features and messaging aligned with users’ attitudes.

How to track?

We can monitor user feedback, sentiment analysis, and customer satisfaction metrics to gauge changes in attitudes over time and assess the impact of design improvements on user perceptions.

Once we are done segregating, we can figure out the solution, features and most importantly which business metric we can track to evaluate the solution.

According to me, attitude is the most difficult to monitor and modify. 😅 What is your opinion? Let me know in the comments.