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Maze

User research

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Intro

Maze started in 2018 as a way to validate your design prototypes in minutes. First it was on InVision, Marvel, AdobeXD, Sketch. Then came Figma.

Since then the product has evolved into a platform.

Maze streamlines the entire user research process. From creating complex tests, to sourcing candidates then analyzing results.

The platform allows solves broader use cases. Including testing prototypes, validating messaging or measuring user satisfaction.

For this app dissection I'm going to focus on testing prototypes, the use case that first got me into Maze.

Vision

Maze is a mission to how product research is done. I believe the name refers to the complexity to run user research traditionally.

“We're a passionate bunch working from all over the world to build the future of product research together.”

Product

A Maze is a quick research questions you can run to learn something.

Let’s see how it works and what’s great about it.

Create a maze

To start a research, you should create a Maze.

A Maze can help you validate a feature, run a PMF survey, a NPS survey, or event test marketing copy. You name it.

A Maze is a list of questions (or blocks) your audience will be able to answer.

Once a Maze is ready you can send it and people can complete it on their own.

As answers flow in, they get analyzed.

Maze's creator mode is very easy to adopt. It reminds me of the one from Typeform with the blocks in the left sidebar.

ScreenshotScreenshot

Mission

This is my favourite feature of the product.

A mission is a block that lets you task a person to achieve something on your prototype.

To add a mission block you have to upload a design prototyping. You can then guide the tester with a sentence, and state where the user should click to be successful.

A typical mission can be "Imagine you are trying to accomplish \[outcome] from your account. Where would you click?".

Missions are amazing ways to run usability tests at scale.

Before Maze I had to share prototyping files and hop on calls. With Maze I can send a link to many people at once, and collect results.

Not only this is a faster experience, but it's also a better one for tester. Testers can complete the test when they prefer. And without a designer watching them, they can speak more openly.

Something I found Maze excellent at is nesting bits of education in their product.

For instance if you’re looking for information about what a block is. The modal works as a drawer with an extra step if you want to go further.

Open question

Open questions are a nice way to collect extra value on a tests you’re running.

There are zillions ways to ask open questions to your customers, starting with emails.

But using Maze for that helps to leverage the context of the mission and keep the knowledge in one place.

Typical question I would ask are:

"What would you expect to happen once you've done X?"

"Do you have any final thoughts on what you saw today?"

YES/NO

Again, YES/NO and multiple choices are common but very useful in the context of user research.

YES/NO are a great way to channel feedbacks.

Ex: "Have you used feature X before?".

Multiple choices questions

Multiple choices questions are a great way to get an opinion on something you come up with.

Ex: “Which one of these 3 aspect sounds more exciting to you”.

Opinion scale

Opinion scale is your chance to collect people feeling about something. They're easy to people to apprehend and get good completion rate.

Ex:

"How satisfied are you with Feature X?"

"How was your overall experience?"

"If the product were available today how likely would be to buy it based on the description provided?"

5 seconds test

This block lets you show a screen for 5 seconds. Then ask a question.

It's nice to test if something you’re showing is clear and striking.

For instance it’s nice to validate the copy on your home page hero.

Tree test

At my first job I used “Treejack” from Optimal Workshop (OW).

The experience was nice but subscribing to a product only for that, I mean?!

While this isn’t the kind of use case you would run every day it can be high impact.

Screenshot

Share a maze

Once you created a Maze you can share it with your audience. Simply by sharing a public link.

My personal favorite is to send our Maze in chat message or in shared Slack channels we have with customers.

Hire from a panel

You can also hire testers from a panel.

I haven’t used this feature but I can see the value. Especially for a large company where accessing user information is long process.

Templates

Like many modern products I touched on, Maze comes with Templates.

The nice thing about them is that you can see the blocks that compose them and get some inspiration.

I find using them then editing them more time consuming that stating from scratch though.

Report

Once you started to collect answers to your tests, you report gets generated.

Reports are pretty mind-blowing. They let you observe in-depth how people reacted to your test.

At the beginning of your report you get a Usability score.

If your usability score is great then no need to go further. If it's not, then you can dive in. Each block you can expect a dedicated report section.

Pricing

Maze has a freemium offer.

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Maze

User research

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June 1.0 - Instant analytics reports built on top of Segment | Product Hunt