User Research

USER
RESEARCH
Empathizing
simpleia.com ©2019 Abdelrahman Osama

BIZZ USERS

STRATEGY RESEARCH

User Researcher
Product Designer
Decision Maker
THE
Product

EMPATHIZING
• Observation
• Diary studies
• Contextual user
interviews
• Card Sorting

USER MODELING
• Personas
• Empathy map
• User Scenarios
• Storyboards

If you haven’t met your
users, who then are
you designing for??

Why research, we already
know what users wants??

We’ll just prototype something
then show it to the users.

RESEARCH
DESIGN
TEST

Quantitative Qualitative

USER INTERVIEWING
(Preparation)

1- Users must be from within
targeted audience.
2- Avoid colleagues and close
friends and family.

3- Offer incentives (Chocolate,
Tickets) avoid money.
4- Interview users at their own
environment within context.

Avoid labs

5- Prepare questions / topics to
cover through the interview.
6- Set the time and location, let
them know it’ll not take more than
20-30 mins.

USER INTERVIEWING

1- Thank them for accepting.
2- Explain purpose of interview.
3- Ask permission to record.

4- Start by intro questions (Name,
Job, Education, Marital stats)
5- Start asking your questions.

6- Listen don’t interrupt.
7- Run it as conversation not Q&A.
8- Get the most insights you can
get, let them tell stories/experiences

You need to learn their:
- Needs
- Pains
- Priorities
- Suggestions
- Environment
- Timing
- Context of use

9- Make a report of each interview.
10- And a general report with all
the common insights, pains, gains,
suggestions.

USER MODELING

Personas

Empathy map

User scenarios

Customer journey map

Storyboarding

We don’t design for
extreme cases
(20/80 rule)

Thanks
The missing link

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