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A Guide to
User Research
For people who don’t like talking to
other people
I’m Stephanie.
I’m an introvert.
I’m also a Strategist in Brooklyn.
I used to be
an academic.
For me, research
used to look like this
Now it looks
like this
Here’s a toolkit for
folks like me... but
first let me explain.
You need more
than one tool.
These are just
some tools.
Specifically, they are methods
the team at FreeAssociation
and I used to get to know
Cornell University’s users.
Anyway, here are some research
methods available to everybody

1.

2.

3.

4.

Long interviews

Short interviews

Card sorts

Surveys

Scheduled, broad
1:1 interviews with users

Targeted 1:1 interviews
with potential users,
scheduled

An exercise in
organizing topics
and themes.

A way to gauge initial
perception of the brand
you’re working with
Long 1:1
Interviews
The Point
Get face time
with your
audience.

Build empathy
with your users.

Figure out
which questions
to ask next.
The Process
Figure out
what you want
to know
& how.*

Figure out
who you’re
going to
interview.*

*And start recruiting if you’re responsible for it
Our sample*
2 High School Students

2 Professors

4 College Students

*This is not statistically significant. That is OK right now.
Figure out
what you want
to know
& how.*

Figure out
what you
want to know
& how.
Start by mapping
your user’s
journey, even if you
don’t know it yet.
Awareness
Browsing

Serious
Browsing

Application

Admission

Consideration

Attendance

They’re looking at
general information
about Cornell.

They’re browsing
majors to look for
their interests.

They apply
through the common
application.

They’re accepted
to Cornell.

They weigh Cornell
against other options.

They decide
to attend.
You will need to ask
about it anyway,
because you’re
probably wrong.
Asks friends.

Fights parents.

Advice & Exploration,
Independent Online Browsing

They’re looking at
general information
about Cornell.

They’re browsing
majors to look for
their interests.

Counselor
cornell.edu

cornell.edu
admissions.cornell.edu
College prowler
Guides & lists
Maps & contact info

$$$?!

Has a magical
summer.

Application

Admission

Consideration

They apply
They’re accepted
through the common
to Cornell.
application.
Common application
admissions.cornell.edu

Worries.

They weigh Cornell
against other options.

Digital acceptance
communication
from Cornell

PROM?!

cornell.edu
Guides & lists
studentaid.ed.gov
collegeboard

Attendance

They decide
to attend.
Oh...oh... livin’
on a pra-yer
Figure out
what you want
to know
& how.*

Write a script
and vet
it with
teammate(s).*

*Always good to have an extra pair of eyes
Leverage insights
from analytics and
keyword research to
think of questions.
We Asked Questions Like...

What made you

How important was

choose Cornell?

financial aid to you?
What other
schools were you
considering?

What does
“Ivy League”

What digital tools

mean to you?

did you use
to apply?
Set clear
goals and
expectations.*

*Include numbers where possible.
Leverage insights
from analytics and
keyword research
to set goals.
DISCLAIMER:
PEOPLE LIE.*
*Plan accordingly
I mean...
not everyone
is honest*
*Plan accordingly
DISCLAIMER:
YOU ARE LYING
TO YOURSELF.*
*Plan accordingly
I mean...
confirmation bias.
Interview, learn,
Figure out
what you want adjust, repeat.
to know
& how.*
Tips

Don’t Lead.*

Ask open-ended
questions.

*Vet your script for leading questions with a mentor or teammate.
Tips

Write clear
questions.

Partner up.
Tips

Embrace
awkward silence.

Actively listen.*

*More like “mhmm,” less like “YEAH, TOTALLY”
They are not
1:1 interrogations
Be yourself.
Unless
you suck
Short
Interviews
DISCLAIMER:
THIS ONE
IS SCARY.*
*I’m here for you.
Basically, you
find your target
Figure out
what you want audience in the
to know
wild...
& how.*
...and you talk to
Figure out
them.
what you want
to know
& how.*
The Point
Get insights
from real users
who aren’t in
focus groups.

Confirm pain
points.

Quickly validate
assumptions.
Pros

Quick access
to a large
sample size.

Instant validation.
Cons

It’s still
self-report data.

Gotta talk
to people.
Look, talking to strangers is scary.
It’s going to be awkward at first.
And you’re going to feel weird.
It Gets Better.
I Promise.
Tips

Start with the
bored-looking
people.

Clearly define
the questions
you are testing.*

*And quantify what success means.

...but don’t
marry your
script (or the
bored people)
Because if it’s not working...
Some of our assumptions...
Cornell’s weather and location are a turn-off

Students care about school-sponsored traditions

Prospective students use cornell.edu to research the university,
but no one else really uses the site.
Some of our assumptions...
Cornell’s weather and location are a turn-off

Nope!
Students care about school-sponsored traditions

Yup!
(If their friends are there)

Prospective students use cornell.edu to research the university,
but no one else really uses the site.

Yes.
Reporting
Interview
Insights
Personas
Keith

Emily

Marcelo

Roberta
Everything Else
Behaviors
Audience Summary
Messages

User Stories
Other User
Research
Methods
Card
Sort
Offline

Online
Neat and
mostly free
17 Keiths and Emily’s Total*

*Nielsen recommends 15.
Tips

Start recruiting
early.

Offer incentives,
even for
remote tests.*

Stay in touch.

*But supervise participants on Skype or phone, even when remote.
Pro

Insight Into
Mental Models of
Target Users
Con

Data Is F*!#ing
Hard to Make
Sense of
Here’s
How We
Did It
Reporting the Data
Tallied Everything Up*

Made it Client-Friendly

*Includes counting on fingers, sobbing audibly, underestimating how long this would take.
Next method!

Surveys
The Point
Get a lot of
perspective
without a lot of
resources.

Gut check
whether or not
we understand
learnings.
Tips

Cast a
wide net.

Take results
with many
grains of salt.
Neat and
mostly free
Cheat Sheet
Method

Purpose

Timing*

Long 1:1 interviews

Build empathy, understand the journey, identify
opportunities

~2 days - 3 weeks

Short Interviews

Test assumptions drawn from longer interviews

~1 day - 1 week

Card Sort

Inform IA and content relationships

~3-5 days to conduct and process

Surveys

Guide decision towards meeting high-level project
objectives and gut check assumptions

~1 week

Usability Test

Evaluate efficiency, learnabilty, memorability, errors, and
satisfaction

~1 week

Google Analytics

Learn about audience, traffic sources, traffic flow, top
content, and conversions

~1-2 days

*DOES NOT INCLUDE RECRUITING
Thanks. Stay in touch.
@stephbwills

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