User Research

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What is User Research?
User research focuses on understanding user behaviours, their needs and motivations through interviews,
observation techniques, task analysis and other feedback methodologies. It is also the process of understanding the
impact of design on an audience. It is research that prevents us from designing for one user: ourselves. UX research
has two parts: gathering data, and synthesising that data in order to improve the experience.

Why we do User Research?

Relevant Solution: To ensure that you create products that are truly relevant to your target users.

Great UX: To ensure that your products deliver a great user experience.

Return of Design Investment: To show the return of investment (ROI) of your design efforts.

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What happens if you don’t do user research?

“Neglecting user research may put the organisation at a disadvantage in the

long run.”

So what might be the price of not doing proper user research?

• The product has great features that don’t solve the user’s problem
• The product isn’t user-friendly as false assumptions are baked into the form and function of the product
• The product causes confusion for the user

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 Types of

User Research Methods

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Qualitative Method
- One on One Interviews:
• Contextual Enquiry/Directed Interviews: Where the researcher asks specific questions to
the users and attempts to compare responses with other users.
• Non-directed interviews: Where the researcher attempts to have more of a general
discussion with the user(s).

- Ethnographic Research: Observes the user(s) in their own environment to understand

how they approach certain aspects, accomplish certain tasks.

- Focus Groups: A focus group is a moderated discussion that typically involves 5 to 10

participants.  Through a focus group, you can learn about users’ attitudes, beliefs, desires,
and reactions to concepts.

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User Interviews Process
- Create a Research Plan

- Conduct Research

- Synthesise the data

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How to conduct User Interviews?
- Research Plan
a) Project Name
b) Research Objectives
c) Target Audience & User types
d) Timeline
e) Methods Used
f) Questionnaire

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How to conduct User Interviews?
While you are in the process,
a) Let them know about your role, the project, how much time it will take and how their
insights will help you build a better product.
b)Make the interviewee feel comfortable and avoid using jargons.
c) Use the script wisely and don’t be afraid to go off-script.
d) Take detailed notes.
e)Awkward silences are okay, embrace them.
f) Check for their permission to record the session.
g)Greet them for their time.

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Guidelines for Questionnaire
Build a list of questions
a)Let them know why you are doing the interview
b)Don’t ask leading questions
c)Don’t ask Yes/No questions
d)Ask about specific incidents in the past, when possible
e)Ask more open-ended questions
f)You can ask more than one question to find out the same thing (followup questions)
g)Don’t ask if they’d buy your product

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