Why and how of UX Research

11. • you are just a small part of your
potential audience
• it is hard to analyse yourself
• we tend to simplify others and
their motivation and goals;
• we often misinterpret problems of
others
You are not your target audience

15. • they will tell what you want to hear
• or something they would like to
think about themselves
• they can’t want something that
they can’t imagine
• there is a risk that ideas you will
get will be limited by the
imagination of others
Never ask people what they want

16. • get to know needs and priorities of
your customers
• understand the physical contexts
for your product
• understand social connections,
family and friends relationship
• understand their habits and
behaviour
Get to know your users

21. Articulate your hypotheses and goals

23. Identify who you want to talk to

24. Write a recruiting screener

27. James&Lo)on,&42&
Derek&Hanson,&35&
Brandy'Rubin,'19'
Molly'Symmonds,'39'
Racquel'Malone,'26'

28. • take notes
• smile
• ask open-ended questions
• get their story
• shut up and listen
• don’t talk about your
product
• ask about future behaviour
• sell
• ask leading questions
90% listening
10% talking

31. 10 min, 1 idea per sticker
• What I heard
• What I saw
• What stood out