UXR Point of View on Product Feature Prioritization Prior To Multi-Million Engineering Commitments

TL;DR

This paper explores using the MaxDiff method within the UXR PoV framework to improve product feature prioritization, reducing survey burden and addressing traditional survey challenges, demonstrated through a case study with disabled users.

Contribution

It introduces an adapted MaxDiff approach for efficient feature prioritization in UX research, especially for users with disabilities, within the UXR PoV framework.

Findings

MaxDiff provides reliable feature preference lists with smaller samples.

The adapted MaxDiff reduces survey responses by half, easing participant burden.

Case study confirms effectiveness for disabled user research.

Abstract

This paper discusses a popular UX research activity, feature prioritization, using the User Experience Research Point of View (UXR PoV) Playbook framework. We describe an application of multinomial logistic regression, frequently marketed as MaxDiff, for prioritizing product features in consumer product development. It addresses challenges of traditional surveying techniques. We propose a solution using MaxDiff to generate a reliable preference list with a reasonable sample size. We also adapt the MaxDiff method to reduce the number of survey responses in half, making it less tedious from the survey takers' perspective. We present a case study using the adapted MaxDiff method for tablet feature prioritization research involving users with disabilities.