Unit 2

User Research and Analysis

- Vandana Prajapati 1
User Research and Analysis
2.1 Introduction to User Research: Understanding the
importance of user research in informing design
decisions.
2.2 User Persona Development: Creating user personas
to represent target users and their needs.
2.3 Conducting User Interviews: Techniques for
conducting effective user interviews to gather insights
and feedback.
2.4 Usability Testing Basics: Overview of usability testing
methods and techniques for evaluating design
prototypes

- Vandana Prajapati 2
2.1 Introduction to User Research:
What is User Research?
• User research is the process of gathering
insights directly from users to understand
their behaviors, needs, preferences, and
challenges.
• The goal is to ensure that the final product
meets users' expectations and solves their
problems effectively

- Vandana Prajapati 3
2.1 Introduction to User Research:
We can additionally divide UX research into two
approaches:
• Attitudinal – you listen to what users say—e.g., in
interviews.
• Behavioral – you see what users do through
observational studies.
• When you use a mix of both quantitative and
qualitative research as well as a mix of
attitudinal and behavioral approaches, you can
usually get the clearest view of a design
problem.
- Vandana Prajapati 4
 2.1 Introduction to User Research:
We can divide UX research into two subsets:
• Qualitative research – Using methods such as interviews and
ethnographic field studies, you work to get an in-depth
understanding of why users do what they do (e.g., why they missed
a call to action, why they feel how they do about a website).
• For example, you can do user interviews with a small number of
users and ask open-ended questions to get personal insights into
their exercise habits. Another aspect of qualitative research
is usability testing, to monitor (e.g.) users’ stress responses. You
should do qualitative research carefully. As it involves collecting
non-numerical data (e.g., opinions, motivations), there’s a risk that
your personal opinions will influence findings.

- Vandana Prajapati 5
 2.1 Introduction to User Research:
• Quantitative research – Using more-structured methods
(e.g., surveys, analytics), you gather measurable data
about what users do and test assumptions you drew from
qualitative research.
• For example, you can give users an online survey to answer
questions about their exercise habits (e.g., “How many hours do
you work out per week?”). With this data, you can discover patterns
among a large user group. If you have a large enough sample of
representative test users, you’ll have a more statistically reliable
way of assessing the population of target users. Whatever the
method, with careful research design you can gather objective data
that’s unbiased by your presence, personality or assumptions.
However, quantitative data alone can’t reveal deeper human
insights.
- Vandana Prajapati 6
2.1 Introduction to User Research:
Why is User Research Important for UI/UX Design?

• User-Centered Design: User research helps ensure

that the design process is centered around the actual
needs and behaviors of users. Instead of relying on
assumptions, designers make decisions based on real
user data.
• Informs Design Decisions: Research helps answer
critical questions like "What problem does this
product solve for users?" and "How do users
interact with similar products?" These insights drive
decisions on layout, features, and user flow.
- Vandana Prajapati 7
2.1 Introduction to User Research:
Why is User Research Important for UI/UX Design?

• Improves User Satisfaction: Understanding user

needs and preferences allows for creating a product
that is more intuitive and user-friendly. Happy users
are more likely to adopt and engage with the
product.
• Minimizes Risk of Failure: By testing ideas early,
teams can detect potential issues or gaps in the
design, saving time and resources that would
otherwise be spent on unnecessary iterations.

- Vandana Prajapati 8
2.2 User Persona Development:
• User personas are user profiles that represent the wants
and needs of a subgroup of your target audience. These
personas are an in-depth analysis of your ideal customer
and their behavior patterns, goals, skills, attitudes,
problems, and background information.
• User personas help you identify key themes and thought
patterns amongst your audience, which enable you to
connect with your target audience and make better
product decisions.
• Design teams can use this information to create designs
and build products and services that fit the needs of the
audience.

- Vandana Prajapati 9
What makes a good user persona?

- Vandana Prajapati 10
How to create a UX persona to better
understand your target audience

- Vandana Prajapati 11
 How to create a UX persona to better
understand your target audience
1. Choose your approach

First, consider the time and resources you have available. Ideally,
you’ll conduct at least small-scale qualitative research so you
can base your UX personas on real user data.
However, if you need to create personas rapidly and have
limited resources, you can start with the lean “proto
persona” method.

- Vandana Prajapati 12
 How to create a UX persona to better
understand your target audience
2. Conduct user research (or gather existing insights)
Your next step depends on whether you’re conducting user
research or following the proto method.
If you’re going with the former, the next step is to plan and
execute your user research. This involves recruiting
participants, creating surveys and preparing interview
questions, depending on your chosen approach.
For the proto persona method, you’ll need to plan a workshop
with all key stakeholders whose insights you want to utilise.
For maximum efficiency, incorporate the persona creation
process into the workshop too, getting everybody to mock up
their own personas and then bringing them together for a
final version. - Vandana Prajapati 13
 How to create a UX persona to better
understand your target audience
3. Synthesise your research
If you’ve conducted user research, you’re now going to analyse
it. The goal is to find patterns and commonalities which allow
you to identify different types of users. And, when we talk
about different types of users, we’re mainly referring to user
behaviours — i.e. how different user types behave and
interact with your product or problem space.
4. Bring your UX persona to life
Now it’s time to turn your findings into a tangible UX persona.
To start with, mock up a template outlining the general shape
that your UX persona will take, as well as the key information
you want to include.
- Vandana Prajapati 14
 How to create a UX persona to better
understand your target audience
5. Share and utilise your UX persona(s)
Once you’re happy with your UX persona (or personas), it’s
important to make sure you leverage their full potential.
Don’t keep them for yourself; share them with the wider
company (or a selection of department reps) so that others
can get to know and understand them.
Refer back to your UX personas throughout your design process
and involve them in discussions about the direction of the
product.

Get in the habit of asking yourself – every step of the way –

what would be most beneficial for your user personas?
- Vandana Prajapati 15
What is an example of a user persona?
• An example of an average user persona can consist of a name,
occupation information, demographics, a personal story,
pain points, and challenges.
• With these elements involved, the user persona is more likely
to demonstrate a real human being accurate.

- Vandana Prajapati 16
2.2 User Persona Development:

- Vandana Prajapati 17
2.2 User Persona Development:
Sneha Kulkarni’s Airbnb user persona

- Vandana Prajapati 18
2.2 User Persona Development:
Hanna Soleimanzadeh’s Just Eat UX personas

- Vandana Prajapati 19
2.2 User Persona Development:
Rebecca, a YouTuber

- Vandana Prajapati 20
2.2 User Persona Development:
Phoebe, a UX Designer

- Vandana Prajapati 21
2.3 Conducting User Interviews:

- Vandana Prajapati 22
2.3 Conducting User Interviews:
• A user interview is a popular UX research method often used
in the discovery phase.
• They are structured conversations with users that help you
uncover deep insights about user needs, behaviors, and pain
points. Unlike surveys or analytics, interviews provide rich,
qualitative data that can reveal the “why” behind user actions
and preferences.
• As a product manager, you should master conducting user
interviews to be able to make informed product decisions and
build solutions that truly resonate with your users.

- Vandana Prajapati 23
2.3 Conducting User Interviews:

- Vandana Prajapati 24
How to Conduct Effective User Interviews:

Define Research Goals: Be clear about what you want to learn.

For example: "What challenges do users face when navigating
the homepage?" or "What features do users want in a fitness
tracking app?"
Prepare Interview Questions: Develop open-ended questions to
encourage detailed responses. Avoid yes/no questions.
Example:
"Can you walk me through how you typically use this app?"
"What problems do you face when using this feature?"
Choose the Right Participants: Select participants who represent
your target users. They should have similar needs, goals, and
behaviors to the personas you’ve created.
- Vandana Prajapati 26
How to Conduct Effective User Interviews:

Create a Comfortable Environment: Ensure participants feel

comfortable and open by establishing rapport at the
beginning of the interview. Create a relaxed setting and assure
them that their feedback is valuable.
Ask Follow-Up Questions: Encourage participants to elaborate
on their answers. Use techniques like "The 5 Whys" to dive
deeper into responses.
Document and Analyze: Record the interview (with permission)
and take detailed notes. Identify recurring themes, behaviors,
and frustrations.

- Vandana Prajapati 27
 Importance of User Interviews
• Direct Feedback: User interviews provide firsthand insights
into how users feel about the product and their experience.
• Identify Pain Points: They help uncover usability issues,
feature gaps, and user frustrations that may not be
immediately obvious.
• Exploring Context: Interviews help understand the context of
use, such as when, where, and why users engage with a
product.

- Vandana Prajapati 28
 Techniques for Conducting Effective
User Interviews
Prepare Open-Ended Questions:
Avoid yes/no questions, instead ask:
– "Tell me about a time when you had difficulty using this
feature."
– "How do you usually use this product?"
Follow-Up Questions:
Dig deeper into responses with questions like:
– "Can you explain that more?"
– "Why did you choose that option?"

- Vandana Prajapati 29
 Techniques for Conducting Effective
User Interviews
Create a Comfortable Environment:
Build rapport with participants to make them feel comfortable
sharing honest feedback.
Use the "Think Aloud" Method:
Ask users to verbalize their thought process while interacting
with the product.

- Vandana Prajapati 30
 Observing User Behavior
• Watch for Non-Verbal Cues:
Pay attention to body language, facial expressions, and tone
of voice to better understand emotions or frustration.
• Active Listening:
Don’t interrupt. Let the user finish their thoughts to get more
complete insights.

- Vandana Prajapati 31
2.4 Usability Testing Basics:
What is Usability Testing?
• Definition: Usability testing is a method used to evaluate a
product or prototype by testing it with real users. It aims to
uncover usability problems and assess how easy it is for users
to complete tasks.
Goals of Usability Testing
• Identify Usability Issues: Find barriers to efficient and
effective use.
• Improve Design: Gain actionable insights to refine the design
and ensure a better user experience.
• Measure Success: Evaluate how well users can accomplish
tasks with the product.
- Vandana Prajapati 32
2.4 Usability Testing Basics:

- Vandana Prajapati 33
2.4 Usability Testing Basics:

- Vandana Prajapati 34
 Usability Testing Methods
Moderated Testing:
A facilitator guides users through tasks, asking questions and
observing behavior in real-time.
Pros: Direct interaction and clarification.
Cons: Time-consuming, limited sample size.
Unmoderated Testing:
Users complete tasks on their own, often recorded for later analysis.
Pros: Scalable, cost-effective.
Cons: Limited feedback, no ability to probe immediately.
Remote Testing:
Conducted over the internet, with users testing from any location.
Pros: Reach diverse participants, flexible.
Cons: Limited control over the testing environment.

- Vandana Prajapati 35
 Usability Testing Techniques
• Task-Based Testing : Users are asked to complete
specific tasks to observe how they interact with
the design and identify pain points.
• A/B Testing : Two variations of a design are
tested to see which one performs better.
• Surveys and Questionnaires : After completing
tasks, users can fill out surveys to provide
qualitative and quantitative feedback.

- Vandana Prajapati 36
 Example of Usability Testing in Action
• Scenario: Testing a mobile app’s checkout
process.
Task: "Please try to purchase an item using the
app."
• Observations: Measure task completion time,
errors, user satisfaction, and difficulties.
• Feedback: Ask users about their experience
(e.g., "Was the checkout process intuitive?").

- Vandana Prajapati 37
 Key Takeaways
• User Research: Informs design decisions by
understanding user needs and behaviors.
• Personas: Help ensure designs are centered
around real user goals, pain points, and
behaviors.
• User Interviews: Gather qualitative insights into
user experience and identify areas for
improvement.
• Usability Testing: Helps refine design by
identifying usability issues and testing
assumptions.
- Vandana Prajapati 38