UX Research toolkit

What is User research?

UX research in 30 seconds

User Experience Research (UXR) helps you understand people so you can design better product, services, and experiences for them.

This can be: what they need, motivations, what confuses them, and how they behave

We conduct user research by asking the right questions and observing real experiences which allow us to make evidence-based decisions.

Learn about people by:

• 👀 Watching
• 👂 Listening
• 📉 Reviewing data

Homework: https://www.nngroup.com/videos/describing-ux-family-and-friends/

Describing UX to family and friends, Nielsen/Norman Group (youtube)

UX research in 3 minutes

A coffee-break overview with a few real examples and “aha” moments.

What is UX? (Short definition)

The term “user experience” was coined by Don Norman, principal emeritus at NN/g, in the 1990s to describe all possible aspects of a person’s interactions with a company and its products or services. These aspects could include discovering a product, purchasing that product, setting it up in a home or office, using it for the first time, using it for the 100th time, updating or replacing it, and everything in between and beyond.

In a nutshell, user experience is concerned with what it’s subjectively like to use a product or service and how a person feels about using that product or service to accomplish a goal.

A user experience **is the holistic relationship — encompassing perceptions, emotions, and interactions — between a person and a product, service, or company.

https://www.nngroup.com/videos/what-is-user-research/

Why it matters

By following the design thinking process and employing user research, we can address any problem facing users. Without talking to our users, we are making decisions based on assumptions and possibly investing resources in areas that will not have as much return as they could.

Review the following examples to see how UXR can make a difference.

Homework: Watch this video

What Is User Research?, Nielsen/Norman Group (youtube)

UX research in 10 minutes

A deeper dive into the process for you to explore the UXR mindset and interact with

“You’re the Researcher” thought experiment.

User researchers must be objective and process focused to address challenges. Stepping into the role of a UX Researcher, please follow along this scenario and learn about UXR by adopting the mindset of a researcher with this sample challenge.

For the following exercise, please step into the UXR role and make a decision based on what you hear, the 'You are the Researcher' quiz is embedded below, or you can laod it up in a new tab: You are the Researcher quiz? (opens in a new tab).

Next steps: Sign up for the UXCoE’s Introduction to UXR workshop

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User research check-up: do you understand your users?

Take our UXR Check-Up to see how well you're connecting with your users. This quick self-assessment will check the health of your team’s understanding of users and offer recommendations for how user research could be introduced to help.

1. Have you formally defined your users?

• Yes, we have clearly defined them
• Somewhat, we have a rough idea
• ¯_(ツ)_/¯

Tip: If you’re building for “everyone,” you’re building for no one.

2. Have you talked to them lately?

• Within the past month
• Within the past 6 months
• Over 6 months ago
• I think someone did once…
• Never

User needs change. So should your understanding.

3. Do you know their biggest pain points?

• Yes, and we have data, quotes, and insights to back it up
• We think we know
• We’re guessing (a little… or a lot)

Assumptions are useful. Validation is better.

4. Have you ever observed someone actually using your thing?

• Yes! We observed real users in action
• Only during launch / testing
• Not yet

Watching real behaviour = pure gold.

5. What do you do with user feedback?

• We analyse it and use it to inform design
• We read it but don’t always act on it
• It lives in a spreadsheet somewhere

Insights don’t help if they don’t get used.

6. How do you go about making decisions about design?

• We test with users
• We rely on team discussions or preferences
• We go with whatever feels right

Data beats opinion — even when the HiPPO is in the room.

7. When you design something new, what’s your first step?

• We start with research
• We sketch or wireframe
• We just start building

Starting with user understanding saves time later.

8. Have real users tested your product, service, or idea?

• Yes, multiple times during the process
• Once, at the end
• Not at all!

Test early, test often. It doesn’t have to be fancy.

9. How do you know if your solution is working?

• We track metrics or qualitative feedback
• We hear fewer complaints
• We just kind of… hope?

“Success” is more convincing when it’s measured.

10. What happens after you launch?

• We gather feedback and iterate
• We move on to the next thing
• That’s not really our role

UX doesn’t end at launch — that’s where it begins.

11. Have you changed your idea based on user input?

• Yes — multiple times
• Sort of… we’ve adjusted a little
• Not really

Feedback is only useful if it drives change.

12. Do you involve users throughout your process, or just at the end?

• Throughout! Planning, testing, follow-up
• Mostly at the end
• We don’t really involve them

UXR isn’t a checkbox. It’s a mindset.

13. Who’s responsible for understanding the user?

• Everyone on the team
• Mostly the UX or product folks
• I’m not sure it’s anyone’s job

User understanding is a team sport.

14. Does your team ever disagree about what users want?

• Yes, and we use research to resolve it
• Yes, and we kind of argue about it
• No, but we don’t talk about users much

💡Research is your tiebreaker, not your tie-maker.

*Link responses to recommended resources or ways to engage with your team.

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Horses for Courses: How do I choose a research method?

Selecting the right research method is essential to effectively answer questions and solve problems through user research. The method you choose should align with your research purpose.

The right research method depends on several factors, including the stage of your product in its lifecycle, the kind of data you’re seeking, and what you hope to learn. For example, you may be looking to understand user attitudes, observe behaviors, identify unmet needs, or explore ideas. You may also be focused on developing or validating specific metrics. All of these considerations can help guide your method selection to ensure the research is both effective and actionable.

User research generally falls into two main categories:

• Generative Research: Helps uncover insights and generate new ideas.
• Evaluative Research: Tests and assesses existing ideas, designs, or solutions.

Research can also yield two types of data:

• Qualitative: Provides in-depth understanding of user behaviour, motivations, and attitudes.
• Quantitative: Offers measurable data that can be used for comparison and analysis.

A LANDSCAPE OF USER RESEARCH METHODS IMAGE GOES HERE

Before finalising your method, be sure to:

1. Clearly define the problem you're trying to solve
2. Set specific research goals
3. Develop focused research questions

Taking these steps will help ensure you choose a method that delivers meaningful insights.

We recommend consulting with the UX Center of Excellence (UXCoE), who can guide you in selecting the most appropriate method. In the meantime, the following resources can help you understand different user research methods and when to use each one.

If you're curious about how specific methods work, the UXCoE can also arrange interactive walkthroughs. These sessions let you try out a method and explore the types of data it produces.

Recommended resources:

https://www.userinterviews.com/ux-research-field-guide-chapter/how-to-choose-a-research-method

https://maze.co/guides/ux-research/methods/

https://www.nngroup.com/articles/guide-ux-research-methods/

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User research ethics

Good research is responsible research. It respects people, their time, their data, and their dignity. Ethics isn’t just about arbitrarily following procedures and completing paperwork, it’s about trust.

Quick Ethics Checklist:

• Did the participant agree to take part voluntarily?

  As an ethical practice participants should never be forced to continue with research if they feel uncomfortable at any time point in the study. A participant is free to pass on questions they do not wish to answer or to stop participating altogether. Partial participation should not have an effect on compensation.*

  If you are concerned about getting enough data with your budget, please speak with the UXCoE about ways to mitigate losses in the event you do have participant drop-off.

  Note: *This guidance applies to participants who withdraw due to valid concerns related to sensitivity, discomfort, or protection from harm. If drop-off appears to be due to a lack of commitment rather than ethical concerns, please speak with the UXCoE for guidance.

• Have you obtained proper consent?

  For conducting any research, you should present participants with a consent form ahead of taking part in the study. They should review and sign the form to acknowledge they accept its terms. At the beginning of the study, whether moderated or unmoderated research, you should reiterate the main terms of the research and the participant’s rights as a volunteer in this study. The UXCoE has created a consent form template which you can adapt for use in your project.

• Did you explain why you're collecting data and how it will be shared or reported?

  All participant information should be handled with strict confidentiality. Personally identifiable information (PII) needs to be either anonymized or removed during data analysis and reporting. Any insights or findings shared with teams will be aggregated and will not include names, contact details, or any other identifying information. We follow ethical research standards and data privacy guidelines to ensure that participants’ privacy is respected and protected throughout the research process.

  In addition to ethical obligations, you are legally bound by data protection laws such as the General Data Protection Regulation (GDPR). This includes securing informed consent, encrypting data, and having clear processes in place for the ethical handling and storage of personal or sensitive data. Make sure you are also familiar with your organization’s data protection policies and broader ethical standards, such as those outlined by AAPOR’s Best Practices, to ensure the safety, confidentiality, and comfort of your participants at all times.

• Have you fully explained the commitments of study participation, time and otherwise?

  Be upfront about the time commitment needed for study participation. As a best practice, you should pilot your study with at least two people to get an idea of how long it will take. Provide participants with a time range to account for those who may work faster or slower so they can plan accordingly to give you their full undivided attention.

• Have you fairly compensated participants for the value of their contributions?

  Following up on the subject of time, if you are offering an incentive to your participants, please make sure the value corresponds with the commitment and effort they will put into the participation. Check out our incentive guidance and speak with the UXCoE to help you make decisions about compensation and incentives.

• Are you actively preventing harm to participants (even accidental or unintentional harm)?

  As a researcher, you are responsible for ensuring that no participant experiences harm as a result of taking part in your study. This includes, but is not limited to, financial loss, reputational damage, emotional distress, or exposure to harmful or sensitive content. It doesn't matter whether the risk is obvious or minimal. Even making someone feel embarrassed, misled, or uncomfortable is considered harm and must be avoided.

  Do not allow your participants to take risks on your behalf.

This checklist is not exhaustive; every study is different. Please consult with the UXCoE about what to be mindful of when it comes to the ethics of your specific project.

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