1. © 2021 VMware, Inc.
User Research
VMware Tanzu Labs

2. Why do we do research?
why

3. Build empathy and gather context
to make informed decisions
If we understand the user’s world, their needs, and their workflows, we can make
really great decisions about what to build for them.
why

4. De-risk product decisions early and often
to save money and time
If we solve real problems for people in a way that they understand, they will be
more likely to use and evangelize our products. In turn, this will generate brand
loyalty, improve consumption of services, and generate revenue.
why

5. When should we conduct
research?
when

6. When should we conduct research?
Always!

7. © 2021VMware, Inc. 7
When should we conduct research?
Scoping Kick Off
Top Problems
Inception MVP
Framing
Discovery
Top Solutions
Iterate Iterate Iterate
M
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Problem
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Problem
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iscovery
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M
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S
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Few
Solutions
Solution
G
eneration
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In the Discovery and
Framing process, we have
different kinds of research that
we do in each phase.

8. © 2021VMware, Inc. 8
When should we conduct research?
Scoping Kick Off
Top Problems
Inception MVP
Evaluative
focused
Exploratory
focused
Top Solutions
Iterate Iterate Iterate
M
a
n
y
P
r
o
b
l
e
m
s
Few
Problem
s
Problem
D
iscovery
P
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m
P
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r
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t
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z
a
t
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n
M
a
n
y
S
o
l
u
t
i
o
n
s
Few
Solutions
Solution
G
eneration
S
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n
consistent research
at 1-2 weeks
intervals
Try to
understand all
about the
problems.
Test some
early
solutions.
Conduct
research in
shorter cycles
on specific
problems or
solutions.

9. “We’d love to get
feedback on an app
we’ve made to buy train
tickets online.”
“Could you tell us a
story about the last
time you bought a train
ticket online?”
Exploratory Vs. Evaluative Interview

10. “We’d love to get
feedback on an app
we’ve made to buy train
tickets online.”
[evaluative interview]
“Could you tell us a
story about the last
time you bought a train
ticket online?”
[exploratory interview]
Exploratory Vs. Evaluative Interview

11. How should we conduct
research?
How

12. © Copyright 2017 Pivotal Software, Inc. All rights Reserved. Version 1.0
5
Interviews
45min
Duration
1
Interviewer
1 - 3
Note takers
Typical In-Person Setup

13. Example: Remote User Research
Here is an example of a remote
interview set-up with an
interviewer, a user looking at a
design prototype, and two note
takers.
Duration
1
Interviewer
2 - 3
Note takers
I
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t
e
r
v
i
e
w
e
r
N
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t
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T
a
k
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14. Example: Recruiting
We want to think about who to talk to: for recruiting, we want to make sure that we invite people
who are close to our target personas.
We want to validate or invalidate our assumptions about our users, then refine our persona
based on that evidence.

15. Interviews : INTRO
1. Introduce yourself and all people in the room
2. Explain how long the interview will take and if that still works for them
3. State the goal is to have a discussion about their experience with “x”
4. Tell them, that there are no right or wrong answers
5. Let him/her know that nothing they say will offend you
6. Ask them if they have any questions before we begin

16. During interviews : DO’s & DON’Ts
DO
● Smile, but also appear as neutral as possible
● Ask open-ended questions
● Get their story by asking:
“Tell me about the last time you did…?”
“Take me through your process, how do you…?”
● Be quiet and listen (allow for silence)
● Paraphrase what you have heard
“Let me rewind, and make sure I understood this is
correctly…”
DON’T
● Don’t talk about your product
● Don’t talk too much in general
● Don’t ask leading questions
● Don’t ask YES or NO questions
● Don’t ask about future behaviour
● Don’t point out their struggles and contradict them

17. HOW TO - Exploratory Interview
“Tell me about the last
time you…”
“When
was that?”
Start with:
Dive deeper:
“What
happened
next?”
“With
whom?”
“Tell me
more about…”
Some ideas:
…bought a train ticket online.
…had a problem with this service.
…asked a colleague for help about this.
“Why?”

18. HOW TO - Evaluative Interview
“Imagine you are on your
way to work and you want
to use this app to...”
Explain the scenario:
Dive deeper:
“Is there any
information
missing?”
“What could be
better about
this flow?”
Add the task:
…buy a metro ticket.
…order lunch for your team.
…check if there is a traffic jam on the way.
“What do you
think about
this page?”
“What do you
expect to
happen next?”
“How do you
proceed?”

19. How we conduct bad interviews
😢
Tips

20. 1. We lead the user
HOW WE CONDUCT BAD USER INTERVIEWS

21. “What do you think are
the 3 most important
things for a healthy
work culture?”
“Do you think feedback
is important and
necessary for a healthy
work culture?”
1. We lead the user

22. “What was your
experience like of
buying movie tickets
online?”
“We don’t think most
people really want to
book tickets online, but
what do you think?”
1. We lead the user

23. 2. We treat speculation as confirmation
HOW WE CONDUCT BAD USER INTERVIEWS

24. “What different systems
or methods have you
tried in the past?
And why?”
“Would you use this?”
“Would you pay for it?”
“Would you like it?”
2. We treat speculation as confirmation

25. Note taking and synthesis
Tips

26. Note-taking: Tipps
● Take comprehensive notes and write down quotes and observations
● Observe what your user is doing. What prompted their behavior?
● Look out for non verbal cues (hesitations, confusions, anxieties, smiles…)
● Don’t let vague answers slip by! Take a note and clarify in the end
● Share your insights with the team right after the interview

27. Synthesis
GOALS
Extract key takeaways from interview notes
Align team on highest priority problems
TOOLS
Sticky notes, sharpies, and a whiteboard
HOW TO
Grab the team who attended the interviews
and share out your notes.
Map similar statements into categories
Translate statements into core learnings

28. Cover w/ Image
Synthesis
Example

29. Any questions?
User research