17 KiB
17 KiB
User Research Methods
Comprehensive guide to user research methods for design projects.
Why User Research Matters
Reduces risk: Validate assumptions before building Saves time: Fix issues before development Builds empathy: Understand users deeply Drives decisions: Data-informed design choices Increases success: Solutions that actually work
Rule: The cost of fixing a problem increases 10x at each stage (design → development → post-launch)
When to Use Which Method
Discovery Phase (Understanding)
Goal: Learn about users, their context, and needs
Methods:
- User interviews
- Contextual inquiry
- Diary studies
- Surveys
- Analytics review
Questions answered:
- Who are our users?
- What are their goals?
- What problems do they face?
- How do they currently solve this?
Exploration Phase (Ideation)
Goal: Generate and evaluate design directions
Methods:
- Co-design workshops
- Card sorting
- Concept testing
- Competitive analysis
- Design critiques
Questions answered:
- What solutions might work?
- How should we organize information?
- What do users expect?
- What works elsewhere?
Validation Phase (Testing)
Goal: Evaluate specific designs before development
Methods:
- Usability testing
- Prototype testing
- A/B testing
- First-click tests
- Tree testing
Questions answered:
- Can users complete tasks?
- Where do they struggle?
- What works well?
- Which version performs better?
Measurement Phase (Optimization)
Goal: Understand performance and iterate
Methods:
- Analytics analysis
- Heatmaps
- Session recordings
- Surveys (post-use)
- A/B testing
Questions answered:
- How are users actually using it?
- Where do they drop off?
- What's working vs. not?
- How can we improve?
Research Methods Guide
1. User Interviews
What: One-on-one conversations with users
When to use:
- Discovery phase
- Understanding motivations
- Complex topics needing depth
- Building empathy
Duration: 30-60 minutes per interview
Participants: 5-8 users per user segment
Format:
- Semi-structured (planned questions with flexibility)
- Open-ended questions
- Follow-up probes
Sample questions:
- "Tell me about a time when..."
- "What were you trying to accomplish?"
- "How did that make you feel?"
- "What would make this better?"
Best practices:
- Start broad, get specific
- Ask "why" 5 times
- Listen more than talk
- Avoid leading questions
- Record (with permission)
Deliverables:
- Interview transcripts
- Key findings summary
- Quotes and themes
- User journey maps
2. Contextual Inquiry
What: Observing users in their environment
When to use:
- Understanding workflows
- Physical context matters
- Complex processes
- B2B/enterprise products
Duration: 1-3 hours per session
Participants: 3-6 users
Format:
- Observe users in natural environment
- Ask questions as they work
- Minimal interruption
- Take photos/notes
Four principles:
- Context: Go to the user's environment
- Partnership: User and researcher collaborate
- Interpretation: Develop shared understanding
- Focus: Guide based on research questions
Best practices:
- Master-apprentice model
- Think-aloud protocol
- Photograph artifacts
- Note workarounds
- Ask about exceptions
Deliverables:
- Observation notes
- Photos of workspace/tools
- Workflow diagrams
- Pain points and opportunities
3. Surveys
What: Quantitative data from many users
When to use:
- Large sample sizes needed
- Measuring satisfaction
- Prioritizing features
- Demographic data
Duration: 5-10 minutes (completion time)
Participants: 100+ for statistical significance
Types of questions:
- Multiple choice
- Likert scales (1-5 rating)
- Ranking
- Open-ended (limit to 1-2)
Best practices:
- Keep it short (< 10 questions)
- One question per page
- Avoid bias in wording
- Test before sending
- Incentivize completion
Common formats:
- NPS (Net Promoter Score)
- CSAT (Customer Satisfaction)
- SUS (System Usability Scale)
- Custom satisfaction surveys
Deliverables:
- Response data
- Statistical analysis
- Charts and visualizations
- Key findings report
4. Usability Testing
What: Users attempt tasks with your design
When to use:
- Validating designs
- Finding usability issues
- Comparing design options
- Pre-launch validation
Duration: 45-60 minutes per session
Participants: 5 users per user type
- Nielsen Norman: 5 users find 85% of issues
Format:
- Introduction
- Background questions
- Task scenarios (3-5 tasks)
- Post-task questions
- Debrief
Task example: "You need to update your credit card information. Show me how you would do that."
Best practices:
- Test with prototype or real product
- Think-aloud protocol
- Don't help or lead
- Note time to completion
- Record screen + audio
- Use realistic scenarios
Metrics to track:
- Task success rate
- Time on task
- Errors made
- Satisfaction rating
Deliverables:
- Usability issues (with severity)
- Task success rates
- Video highlights
- Recommendations
5. A/B Testing
What: Compare two versions with real users
When to use:
- Optimizing designs
- Data-driven decisions
- High-traffic pages
- Incremental improvements
Duration: 1-4 weeks (until statistical significance)
Participants: Varies (need large enough sample)
Format:
- Version A (control)
- Version B (variant)
- Randomly assign users
- Measure conversion
Statistical requirements:
- Sample size calculator
- 95% confidence level
- 80% statistical power
- Account for baseline conversion
Best practices:
- Test one variable at a time
- Run until statistically significant
- Consider external factors (holidays, etc.)
- Don't stop test early
- Account for novelty effect
Tools:
- Optimizely
- Google Optimize
- VWO
- Custom implementation
Deliverables:
- Winning variant
- Conversion lift
- Statistical confidence
- Implementation recommendation
6. Card Sorting
What: Users organize content into categories
When to use:
- Information architecture
- Navigation design
- Taxonomy creation
- Menu structure
Duration: 20-30 minutes per session
Participants: 15-30 for reliable patterns
Types:
Open card sort:
- Users create their own categories
- Discovers mental models
- Use early in design
Closed card sort:
- Users sort into predefined categories
- Validates existing structure
- Use later in design
Format:
- Give users cards with content items
- Ask them to group related items
- Ask them to name groups
- Analyze patterns
Tools:
- Optimal Workshop
- UserZoom
- Miro (remote)
- Physical cards (in-person)
Deliverables:
- Dendrogram (similarity matrix)
- Common groupings
- Category names
- IA recommendations
7. Tree Testing
What: Users find content in text-only hierarchy
When to use:
- Testing information architecture
- Before visual design
- Validating navigation
- After card sorting
Duration: 10-15 minutes
Participants: 50+ for statistical significance
Format:
- Present text-only site structure
- Give user a task
- User clicks through structure
- Measure success and path
Metrics:
- Success rate
- Directness (optimal path?)
- Time taken
- First click
Best practices:
- Test before visual design
- 5-10 tasks
- Realistic task scenarios
- Don't test too deep (3-4 levels)
Tools:
- Optimal Workshop
- Treejack
- UserZoom
Deliverables:
- Success rates per task
- Problem areas
- Recommended structure changes
- Piecharts showing paths taken
8. Diary Studies
What: Users log experiences over time
When to use:
- Long-term behavior
- Infrequent events
- Context switching
- Habitual use
Duration: 3-14 days
Participants: 10-20 users
Format:
- Users log entries daily
- Photo + text entries
- Structured prompts
- Follow-up interview
Prompts example:
- "When did you use [product] today?"
- "What were you trying to do?"
- "Photo of where you were"
- "What worked/didn't work?"
Best practices:
- Keep it lightweight
- Daily reminders
- Incentivize completion
- Follow up with interview
Tools:
- dscout
- Indeemo
- Custom forms
- Mobile apps
Deliverables:
- Usage patterns over time
- Context of use
- Pain points
- Opportunity areas
9. Competitive Analysis
What: Evaluate competitor products
When to use:
- Understanding landscape
- Identifying opportunities
- Benchmarking
- Inspiration
Duration: 1-2 weeks
Competitors to analyze: 3-5 direct + 2-3 indirect
Framework:
- Identify competitors
- Define criteria
- Evaluate each
- Synthesize findings
Criteria examples:
- Features offered
- User experience quality
- Pricing/model
- Visual design
- Performance
- User reviews
Best practices:
- Sign up and use products
- Complete key tasks
- Read user reviews
- Screenshot key flows
- Note strengths/weaknesses
Deliverables:
- Competitive matrix
- Feature comparison
- UX evaluation
- Screenshots
- Opportunities
10. Analytics Review
What: Analyze quantitative usage data
When to use:
- Understanding current behavior
- Identifying issues
- Measuring impact
- Continuous improvement
Data sources:
- Google Analytics
- Product analytics (Mixpanel, Amplitude)
- Heatmaps (Hotjar, Crazy Egg)
- Session recordings
- Error logs
Key metrics:
- Page views
- Bounce rate
- Time on page
- Conversion rate
- Drop-off points
- Feature adoption
Best practices:
- Define questions first
- Look for anomalies
- Segment users
- Combine with qualitative
- Track over time
Deliverables:
- Usage dashboard
- Key metrics report
- Problem areas identified
- Hypotheses for testing
Research Planning
Research Questions
Bad questions:
- "Do users like this design?"
- "Is this easy to use?"
Good questions:
- "Can users find the checkout button within 10 seconds?"
- "What prevents users from completing signup?"
- "How do users currently manage their projects?"
Research Plan Template
## Research Plan: [Project Name]
### Background
[Why we're doing this research]
### Goals
- [Goal 1]
- [Goal 2]
### Research Questions
1. [Question 1]
2. [Question 2]
3. [Question 3]
### Method
[Which research method(s)]
### Participants
- **Who:** [User segment]
- **Number:** [How many]
- **Recruiting:** [Where/how]
- **Compensation:** [Incentive]
### Timeline
- Planning: [Dates]
- Recruiting: [Dates]
- Sessions: [Dates]
- Analysis: [Dates]
- Reporting: [Dates]
### Deliverables
- [Deliverable 1]
- [Deliverable 2]
### Team
- Researcher: [Name]
- Designer: [Name]
- Note-taker: [Name]
Recruiting Participants
Screening Criteria
Example screener questions:
1. How often do you [relevant behavior]?
- Daily (CONTINUE)
- Weekly (CONTINUE)
- Monthly (TERMINATE)
- Never (TERMINATE)
2. What tools do you currently use for [task]?
- [Competitor A] (CONTINUE)
- [Competitor B] (CONTINUE)
- Other: _____ (CONTINUE)
- None (TERMINATE)
3. What is your role?
- [Target role] (CONTINUE)
- Other (TERMINATE)
Recruiting Sources
Internal:
- Customer database
- Email campaigns
- In-app recruitment
- Support ticket users
External:
- User Interviews (platform)
- Respondent.io
- Ethnio
- Craigslist (with screening)
- Social media
Incentives
Typical rates:
- 30 min interview: $50-75
- 60 min interview: $75-125
- 90 min session: $100-200
- B2B participants: $150-300
- Executives: $300-500
Conducting Research
Interview Guide Template
## [Project] Interview Guide
**Duration:** 60 minutes
### Introduction (5 min)
- Thank you for joining
- Recording with permission
- No right/wrong answers
- Can stop anytime
- Questions before we start?
### Warm-up (5 min)
- Tell me about your role
- Typical day at work
- [Relevant context questions]
### Main Questions (40 min)
**Section 1: Current Behavior**
- Walk me through how you [task]
- What tools do you use?
- What works well?
- What's frustrating?
**Section 2: [Topic]**
- [Questions]
**Section 3: [Topic]**
- [Questions]
### Concept Test (if applicable) (10 min)
- Show prototype/mockup
- What do you see here?
- What would you do first?
- What questions do you have?
### Wrap-up (5 min)
- Anything we didn't cover?
- Final thoughts?
- Thank you + compensation
Facilitation Best Practices
DO:
- ✅ Build rapport first
- ✅ Ask open-ended questions
- ✅ Probe deeper ("Tell me more...")
- ✅ Embrace silence
- ✅ Stay neutral
- ✅ Take notes (or have note-taker)
DON'T:
- ❌ Lead the witness
- ❌ Explain your design
- ❌ Defend your choices
- ❌ Ask yes/no questions
- ❌ Put words in their mouth
- ❌ Multi-part questions
Analyzing Research
Affinity Mapping
Process:
- Write observations on sticky notes
- Group related notes
- Name themes
- Identify patterns
- Prioritize insights
Tools:
- Miro
- Mural
- FigJam
- Physical wall + stickies
Finding Themes
Look for:
- Repeated phrases
- Common pain points
- Similar behaviors
- Workarounds
- Strong emotions
Quotes to capture:
- Memorable phrases
- Representative of theme
- Emotionally resonant
- Actionable insights
Prioritizing Insights
Framework:
- Frequency: How many users mentioned it?
- Severity: How big a problem is it?
- Impact: How much would solving it help?
Priority Matrix:
High Impact, High Frequency → P0 (Must fix)
High Impact, Low Frequency → P1 (Should fix)
Low Impact, High Frequency → P2 (Nice to fix)
Low Impact, Low Frequency → P3 (Maybe later)
Research Deliverables
1. Research Report
Structure:
# [Project] Research Report
## Executive Summary
- Key findings (3-5 bullets)
- Recommendations (3-5 bullets)
## Background
- Research questions
- Methods
- Participants
## Findings
### Theme 1: [Name]
- Finding
- Evidence (quotes, data)
- Implications
### Theme 2: [Name]
[Repeat]
## Recommendations
1. [Action item with priority]
2. [Action item with priority]
## Next Steps
- [What comes next]
## Appendix
- Full transcripts
- Detailed data
2. User Personas
Components:
- Name and photo
- Demographics
- Goals
- Frustrations
- Behaviors
- Quote
- Scenario
Keep it:
- Based on research
- Focused on behaviors
- Referenced in decisions
- Updated regularly
3. Journey Maps
Components:
- Stages of experience
- User actions
- Thoughts and feelings
- Pain points
- Opportunities
Format:
- Timeline across top
- Emotional curve
- Touchpoints
- Behind-the-scenes actions
Research Ethics
Informed Consent
Must include:
- Purpose of research
- What you'll do with data
- Recording disclosure
- Right to stop anytime
- How data will be stored
- Contact information
Privacy & Data
Best practices:
- De-identify data
- Secure storage
- Limited access
- Retention policy
- GDPR/privacy compliance
- Don't share recordings externally
Participant Wellbeing
Considerations:
- Don't cause distress
- Allow breaks
- Respect "I don't know"
- Compensate fairly
- Follow through on promises
Research Checklist for Design Briefs
- Research questions defined
- Methods selected and justified
- Participants criteria specified
- Sample size determined
- Timeline planned
- Recruiting strategy defined
- Incentives budgeted
- Interview guide created
- Consent form prepared
- Analysis plan defined
- Deliverables specified
- Stakeholder review scheduled
Resources
Books
- "Just Enough Research" - Erika Hall
- "The User Experience Team of One" - Leah Buley
- "Interviewing Users" - Steve Portigal
- "Observing the User Experience" - Goodman, Kuniavsky, Moed
Tools
- Recruiting: User Interviews, Respondent
- Remote testing: UserTesting, Lookback, Maze
- Surveys: Typeform, Google Forms, Qualtrics
- Analysis: Dovetail, Airtable, Notion
- Card sorting: Optimal Workshop, UserZoom
Templates
Quick Reference
Research Method Selection
| Need | Method | Participants | Duration |
|---|---|---|---|
| Understand users | Interviews | 5-8 | 30-60 min |
| Observe context | Contextual inquiry | 3-6 | 1-3 hours |
| Large sample | Survey | 100+ | 5-10 min |
| Test usability | Usability test | 5 | 45-60 min |
| Compare options | A/B test | 1000+ | 1-4 weeks |
| Organize content | Card sorting | 15-30 | 20-30 min |
| Test IA | Tree testing | 50+ | 10-15 min |
| Long-term use | Diary study | 10-20 | 3-14 days |
| Competitor insight | Competitive analysis | N/A | 1-2 weeks |
| Usage patterns | Analytics | N/A | Ongoing |
Remember: Research is not a phase, it's a practice. Build it into every project.