Empathize Phase
User
Centered
Research
An effective way to gain foundational knowledge about the experience and problems your users are facing. It is an expedient way to learn what a user is trying to do and understanding what is and isn’t working for them.
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When would you use User Centered Research?
You can conduct user interviews at a few different points: At the beginning of a project, even before you’ve defined a clear problem statement. However, it is most common to conduct user interviews AFTER the challenge has been defined to get a better understanding of the potential users, their wants and needs and what kind of solution you should aim for. A third consideration is conducting interviews after a concept has been designed and you’re soliciting feedback from target users.
Here’s where User Centered Research can be a difference maker:
- You are exploring a new category and need to gain a broad understanding and direct insight from the users
- You need to rapid feedback on a new product concept so that you can further iterate the concept
- You have been thrown into a new project and need to better understand the landscape from your stakeholders
How does User Centered Research work?
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1
Diverge on the WHO by creating an expansive list of users/stakeholders
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2
For each group of target users you identified, give a reason WHY you feel they would be important to learn about.
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3
Select one subject (The WHO) for each of the three categories
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4
Diverge on the HOW you will learn about each of the subjects
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5
Converge on 2-3 research options for each of your users.
Download the full User Centered Research guide
Get access to instructions, templates, a case study, and more
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Deliberate Innovation User Centered Research Tool Guide
Top User Centered Research Tips
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Don’t be afraid to go outside of your office and talk to people!
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Define clear responsibilities for who is doing what to execute the plan
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Go Outside of Your Personal Experience: We bring our own experience and bias when researching. Try to consciously focus on other people so you can plan to learn about them.
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Diversity of Perspective: Building your plan on HOW you will research will be greatly augmented when you invite other colleagues/team members to brainstorm with you for each category.
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Meta-Research: Search out examples of how other people have researched about your subjects. Sometimes the most creative research method doesn’t need to be your own.
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Create Some Collisions!: The best way to learn is to create situations in which you “collide” with other humans. Don’t be afraid to go outside of your office and talk/observe people!
More User Centered Research Tips & Stories
Storytelling is at the heart of our teaching and is essential for understanding new concepts. Here are some short stories and tips to continue to bring this tool to life.
Additional Empathy & Insights Articles & Resources
Applying Behavioral Science to Everyday Challenges
Innovation does not happen in a vacuum. Since the world is made up of humans, not consumer segments...
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Reducing Information Overload by Simplifying
“We are compelled to think of all things at the same time… preventing the appropriate amount of attention
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When Customer Experience Can be the Difference Between Life and Death
On a frigid November evening, I ascended the steep steps at the 7th Avenue subway station in midtown Manhattan.
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