Maddie Brown is a UX researcher with expertise in democratizing research, qualitative methods, and workshop facilitation. Formerly with Nielsen Norman Group, she has worked as a UX consultant across industries and as an in-house researcher specializing in remote research tools. Maddie empowers teams to adopt user insights and drive impactful solutions through collaboration and human-centered strategies.
Design effective checkboxes by using square boxes, clickable labels, and clear, positive wording. List items vertically with instructions, and ensure legal checkboxes are unchecked by default to respect user consent.
Likert scales measure user opinions by asking participants to rate statements. They capture nuanced feedback but can face biases. To improve accuracy, use clear questions and techniques to reduce bias.
Use inclusive language for demographic questions. Ask about gender with multiple options, use ranges for age and income, differentiate race and ethnicity, and prioritize respectful, person-first language for disabilities.
Surveys are great for gathering quantitative, self-reported data but shouldn't replace behavioral methods like usability testing, qualitative interviews, or data you already have through analytics.
Test your survey with three methods: Cognitive Walkthroughs check question clarity with target users, Mechanical Tests ensure software functions like skip logic, and Usability Tests observe real user interaction.
Pair qualitative methods with quantitative metrics like the System Usability Scale (SUS) for benchmarking and the Single Ease Question (SEQ) for task-level insights. Use both carefully with qualitative data.
Well-written screeners ensure that your study participants are appropriate for your research goals, improve data quality, save resources, and reduce bias.
Researchers often want to ask about sensitive topics in surveys and screeners. Handle them appropriately and delicately to avoid dropoffs and inaccurate data.
Design personas to evolve and change over time to secure their longevity. Design personas in a way that allows for updates when significant insights emerge, ensuring they remain relevant and maintain their usefulness over time.
