For a previous UI/UX research project, the author interviewed 10 users and observed them using a complex web service for a trade show management company. The interviews aimed to understand how users perceived the company's site and identify any pain points. Users had roles and goals to outfit a trade show booth and used three different interfaces. After completing tasks, detailed interviews were conducted to understand the mindset behind user actions. The problem statement identified three key issues: 1) the site gets in the way of what users want to do, 2) users feel overwhelmed by the many choices, and 3) technical terms can be difficult for non-technical users.

1. DesignThinking
EmpathyMap
ProblemStatement

2. Background For a previous UI/UX research project, I interviewed 10 users and watched as they used
a Background complex web service.
• Interviewees were marketing and sales managers, and managers for trade
show venues.
• They helped evaluate a site for a trade show management company
specializing in booth design, delivery, setup, and support.
• The company wanted to know how users perceived the site, and, if it was
difficult to use, where the pain points were.
• I gave interviewees a “role and a goal” asking them to outfit a tradeshow
booth with specific equipment.
• Users were asked to use three different interfaces including the company’s
UK-based subsidiary, and a competitor. I observed and timed their actions
• After completing the tasks, we conducted detailed interviews to get at the
mind-set that motivated user actions.

3. Background For a previous UI/UX research project, I interviewed 10 users and
Background watched them use a complex web service.
• Interviewees: gender by educational level and age
Male Female Total
MS/MBA 4 2 6
BS/BA 2 2 4
25-29 3 1 4
30-39 3 3 6

4. EmpathyMap | The total graphic

5. STAKEHOLDERSAYS

6. STAKEHOLDERTHINKS

7. STAKEHOLDERDOES

8. STAKEHOLDERFEELS

9. PROBLEMSTATEMENT
Problem 1 The company’s site is actually in the way of
what users really want to do. Users see the booth as a
means to do something (excel at work, make a deal).
Problem 2 The company’s site provides many choices
and forces many decisions. Users feel overwhelmed.
Problem 3 The terms can get technical and tricky. To
order electricity, for example, a sales manager has to
know what amperage and ohm output is appropriate.