Product (UX/UI)
Design for Beginners
Module 2
Agenda
1 Introduction to User Research
2 Empathising with Users
3 User Research Methods
4 Conducting User Interviews
5 Defining User Pain Points
6 Creating Problem Statements
7 Ideation Techniques for Solution Generation
Introduction to
User Research
User research is a way of generating insights about your users, their behavior,
motivations, and needs.
At its core, user research is a systematic and organized study of users that aims to
assist a product team’s decision-making, allowing it to be more user-focused and
actionable.
The value of user research
Aids decision-making.
Systematic user research is crucial for making informed decisions about product design and development. It
provides data-backed answers to key questions such as
Feature prioritizatio
Navigation desig
Platform strategy
Removes biases.
With solid research, you have data to back up your decisions and it becomes easy to eliminate any reasoning
that is not 100% objective.
The value of user research
Allows usability testing.
You can test anything from low-fidelity mockups to high-fidelity prototypes with your users and gather their
feedback before developing your product's final version to save time and money.
Helps identify solutions.
Research can also be a great way to find solutions for your product's problems — this could be anything from
high bounce rates to low conversion rates.
Enhances marketing efforts.
Since UX research reveals early on from the product design process what your users’ needs, goals, and
behaviors are like, it becomes easy to identify how to target these users in your marketing efforts.
Consequences of not doing user research
Even though user research is crucial, many organizations do not prioritize it or allocate
sufficient time and resources to conduct it effectively. Often, teams overlook user
research because they mistakenly believe they already understand their users. However,
assumptions remain just that—assumptions—unless they are supported by data.
Assumptions can be detrimental in product design because:
You might end up with a product that fails to address your users' needs.
You might end up with a product that is not easy to use.
You might end up with a product that provides good value but causes confusion for your users.
Empathising with Users
Empathy is the foundation of user-centered design,
allowing designers to understand and share users'
feelings and perspectives. It's crucial for creating
intuitive, engaging, and successful user experiences.
How to empathize with users?
Ask a lot of questions
As a designer, you can not make assumptions about your users' needs. Instead, ask your users directly about
their needs and wants, which your product design can address. Ask questions that start with "what," "how," and
"why" to gain a deeper understanding of your users' perspective.
Become more attentive
Focus on the entire user, not just the words they use. In interviews where the user is physically present or
recorded on video, To record your observations, take detailed notes or even record your sessions with users.
Be an active listener
Active listening requires you to fully focus on what the user you are interacting with is saying, and to understand
and remember it. In UX design, active listening can help you get unbiased feedback directly from your users
that you can use to improve your designs.
How to empathize with users?
Always request input
It's important that the feedback you receive is objective and unbiased. Friends or colleagues often give biased
feedback, usually positive, because they support you or want to please you. That's why it's important to ask for
feedback from a variety of sources and user groups. When asking for feedback, use open-ended questions to
understand users' real thoughts about the experience or product.
Be open minded
As UX designers, we need to set aside our biases to better empathize with others. Your goal is to understand the
user, not to complicate their feedback with your own opinions and emotions.
Stay updated on UX Research
Follow researchers and join online communities to stay up to date on research that affects UX designers and the
users you design for. Research is constantly changing and evolving as we learn more and more about human
psychology.
What is an empathy map
The empathy map is an easy-to-
understand diagram that explains
everything designers have learned
about a particular type of user. An
empathy map consists of four squares
that show what the user says, does,
thinks, and feels. The word user is in the
middle right where these squares
intersect.
The 4 quadrants of an empathy map
Says: Direct or paraphrased Thinks: Users’ thoughts,
representative quotes from motivations, and needs framed
users in first-person statements
Does: Typical or observed Feels: Users’ emotional states
user behaviors and actions during the process
When is the best time to create an empathy
map?
Before research
to plan and shape future studies
During research
to capture users’ needs, attitudes, and experiences
After research
to communicate research findings and build understanding of our users
Real world scenario
Lets do an exercise
Open Figma
Join my fig jam board using the link on the chat
Lets go through a recorded user interview
Insights from the Empathy Map
Pain Points
Priya is juggling multiple responsibilities and feels like she’s falling short in all areas.
She’s overwhelmed by disorganisation and struggles to find tools that simplify her life
Emotional State
Priya feels guilty and frustrated but also expresses occasional hope for a better solution.
Opportunities for Design:
Create a tool that simplifies task management (both personal and professional) without being overwhelming
Include reminders for key events to reduce forgetfulness and embarrassment
Incorporate small moments of mindfulness or self-care to address her exhaustion
Ensure the app is intuitive and user-friendly to reduce friction in adoption.
User Research Methods
User research methods are essential tools for gathering insights about users, their
behaviours, needs, and preferences. These methods can be broadly categorised
into qualitative and quantitative approaches.
There are two categories of studies
Attitudinal
Attitudinal studies yield a lot of self-reported data. The participants of your research expand
on their beliefs, perceptions, and expectations. Naturally, this category will feature a lot of
research methods where people tell researchers what they think about the topic at hand.
Behavioral
As you may have anticipated, behavioral methods are the complete opposite of attitudinal
studies since there is a near-total lack of reporting and a lot of direct observation. Typically,
participants are presented with a prototype or a finished product, while researchers
document their interaction with it.
Under these categories we have two data
gathering approaches
Qualitative Methods
Qualitative research focuses on collecting non-numerical data through direct observation and interaction
with users. It aims to uncover the "why" behind user behavior, providing in-depth insights into motivations,
thoughts, and attitudes
Quantitative Methods:
Quantitative research, involves collecting and analysing numerical data to identify patterns, test
relationships, and make predictions about user behaviour. It answers questions like "what," "where," and
"when".
Qualitative Methods
Interview
One-on-one interviews: In-depth conversations with individual user
Focus groups: Moderated discussions with small groups of users
Ethnographic studies
Observing users in their natural environmen
Gaining insights into contextual use of products or services
Usability testing
Evaluating a product or service by testing it with representative user
Identifying usability issues and areas for improvement
Diary studies
Users record their experiences and thoughts over a period of tim
Provides longitudinal data on user behaviour and attitudes
Quantitative Methods
Surveys and questionnaire
Collecting structured data from a large number of user
Useful for gathering statistical information and validating hypotheses
Analytics data analysis
Examining user behaviour through digital analytics tool
Identifying patterns, trends, and areas of interest or concern
A/B testing
Comparing two versions of a design to determine which performs bette
Making data-driven decisions for design improvements
Card sortin
Understanding how users categorise and organise informatio
Informing information architecture and navigation design
Choosing the Right Method
Selecting appropriate research methods depends on several factors:
Project goals and research question
Timeline and budget constraint
Target audience characteristic
Stage of the design process
Questions
Lets clarify unclear areas
