Skip main navigation

New offer! Get 30% off one whole year of Unlimited learning. Subscribe for just £249.99 £174.99. New subscribers only. T&Cs apply

Find out more

Welcome Announcement

Welcome Announcement

Welcome to UX Research at Scale: Surveys, Analytics, Online Testing

Google, Weibo, Whatsapp – what these all have in common is that hundreds of millions of people around the world interact with digital products created by teams at these companies every day.

How are they created?

Great experiences come from a deep and nuanced understanding of the people who will be using them – not just averages and statistics, but also, the recognition that there are needs, behaviors, desires, expectations, context that inform what will work. This understanding is built on surveys and research.

Surveys are one of the most common tools people use to collect data. Survey data is used to inform policy, shape marketing campaigns, understand interpersonal relationships and so much more. Of course, “more” includes collecting data to answer UX research questions. Surveys are so common, that many of us have experienced both good and bad surveys. Week One to Week Four will help you understand when to use surveys, and when you do use them to make sure you do it well. This is a general overview of survey methods, intended to give you some practical advice, but also to help you identify areas where you might need more help. With a little care, surveys can be a wonderful method to collect data and help you understand people better.

Today’s ever-expanding research toolkit enables researchers to collect both quantitative and qualitative insights across time and the product design lifecycle, around the world, and in a culturally-sensitive way so that designers, developers, and product managers know what problems to solve, how, and have confidence that their solutions will work. The methods that user experience research practitioners use when supporting products that serve large populations balance digging into those large numbers and storytelling. Weeks five to eight are focused on helping you to understand how to accomplish both of those things.

In this course, you will:

Learn when to use a survey versus other methods. Discover the pros and cons of different types of sample. Learn all of the ways you can add error to your results through survey design. Understand how to get people to respond to your requests to participate in a survey. Practice creating survey questions that are valid and reliable. How to identify effective research questions and approaches that address the needs of your team using a multi-method approach. How to design effective remote unmoderated studies. How to define, prioritize, and track the analytics and key performance metrics that matter to your organization. How to execute effective A/B testing. We’ll be going over practical tips in the video lectures and doing some quizzes and peer review assignments. However, an important aspect of this course is what you can learn from each other. The intent of these discussions is to promote conversations with other learners and help the course team to get to know you better. This is an opportunity to share information about your experiences with survey and research with other learners. If you have questions or observations you feel might be interesting or relevant to others, be sure to share them and return often to participate in follow-up discussions.

If you have any questions or comments throughout the course, we encourage you to view or post in the Discussion. The instructional team will do what we can to answer all relevant questions.

Getting started

This course is self-paced, so you can go through the content at your own convenience. You may navigate the material chronologically using the arrows at the top and bottom of the page. Use the Discussions Forums to start a conversation with your fellow learners and to ask questions about the course content. To get help with a technical problem, please check out the Coursera Support. All the best,

Cliff Lampe (Instructor, Weeks 1 – 4), Associate Professor , School of Information

Lija Hogan (Instructor, Weeks 5 – 8), Director, Solutions Consulting, UserTesting, Lecturer, School of Information

University of Michigan

Would you like to take part in an optional learner background survey to improve the online educational offerings at the University of Michigan?

The University of Michigan is carrying out learner background survey research.

We’d like to invite all Learners on this course to take part in this optional pre-course survey. By taking part in this survey, you’ll support the University’s efforts to provide a quality online learning experience to a diverse population of participants. We may use the findings to evaluate the efficacy and impact of this educational content, as well as to identify opportunities to create new content.

The University of Michigan may share anonymous data collected during the survey with its platform partners, including Coursera, edX, and FutureLearn, with the goal of improving learning experiences and outcomes.

To take part in the learner background survey, please click the link below. If you choose to participate, you will be asked to provide personal information, including information about your gender, race, location country, employment status, and educational attainment. Your responses will be kept confidential, and the results from this survey will only be presented in aggregate form. It should take no longer than 10 minutes to complete.

Take part in the pre-course learner background survey.

Your responses will be linked to your course activity, but you will not be identifiable in any data that we publish or share. Summarised findings may be published in online and print publications and in University of Michigan promotional materials and may be included in presentations at professional development events, academic and professional conferences, and in various private settings. All the information collected during this survey, will be stored and handled according to the Center for Academic Innovation at the University of Michigan’s privacy policy.

The survey link will open in this same window for the purposes of making it accessible to screen readers and other assistive devices. You may need to manually navigate back to the course afterwards.

Thank you for helping to make the University of Michigan online courses better!

Please note that this is an independent research survey carried out by the University of Michigan and your participation is subject to the University’s own policies and terms. FutureLearn takes no responsibility for the contents or the consequences of your participation in this study. Your participation in the research has no effect on your course progress, marks or FutureLearn profile.

This article is from the free online

UX Research at Scale: Surveys, Analytics, Online Testing

Created by
FutureLearn - Learning For Life

Reach your personal and professional goals

Unlock access to hundreds of expert online courses and degrees from top universities and educators to gain accredited qualifications and professional CV-building certificates.

Join over 18 million learners to launch, switch or build upon your career, all at your own pace, across a wide range of topic areas.

Start Learning now