DESIGN
Research and Discovery
Conduct User Research
User research focuses on understanding user behaviors, needs, and motivations. It is the backbone of user-centric design.
Why it's Important
Provides insights into user pain points and goals.
Reduces risks by validating ideas early.
Builds empathy within the team for the target audience.
How to Implement
Surveys: Deploy online surveys to collect broad feedback.
Interviews: Conduct in-depth interviews with target users to understand their context.
Ethnographic Studies: Observe users in their environment to gather qualitative insights.
Usability Tests: Test prototypes or existing solutions to identify friction points.
Analyze Existing Data: Review customer service logs, app analytics, and user feedback.
Available Workshops
Persona Building Workshop: Create detailed user personas based on research findings.
Empathy Mapping: Understand user emotions and motivations.
Contextual Inquiry: Conduct on-site observations of users.
User Journey Mapping: Identify key touchpoints and pain points.
Survey Design Workshop: Build effective questions to uncover user insights.
Deliverables
User personas.
Empathy maps.
Insights report from interviews and surveys.
User journey maps.
How to Measure
Number of validated user pain points.
Quality and depth of insights captured.
Stakeholder alignment on user needs.
Real-World Examples
Dropbox
Conducted user interviews to validate the need for seamless file sharing before building its MVP.
Airbnb
Used ethnographic research to observe traveler behavior, leading to features like Experiences.
Spotify
Tested playlists with focus groups to refine the Discover Weekly feature.
Get It Right
Include diverse user groups in research.
Focus on both qualitative and quantitative methods.
Document findings clearly and visually.
Involve team members in observing user sessions.
Continuously refine insights based on new data.
Don't Make These Mistakes
Over-relying on surveys without context.
Ignoring negative feedback.
Conducting research with biased or leading questions.
Skipping documentation of findings.
Assuming what users need without research.