UX Research - Get Started With Qualitative User Research (2023)

Summary

In this informative video, Maureen, a seasoned product and UX designer, offers a step-by-step guide to conducting qualitative user research. She emphasizes the importance of user research in building relevant and usable solutions, and provides practical tips for freelancers or those new to UX on how to create a research brief, select interviewees, and conduct insightful interviews with limited resources. The guide is designed to help designers gather deep insights into user behavior and motivations without the need for extensive budgets or tools.

Takeaways

• 😀 Maureen, a product and UX designer with four years of experience, offers a guide on conducting qualitative user research.
• 🔍 User research is crucial for understanding user behavior, motivations, and needs, and it forms the foundation of design work.
• 📊 There are two types of user research: quantitative, which answers 'how many', and qualitative, which answers 'why'.
• 💡 Qualitative research is preferred for in-depth insights and is particularly suitable for freelancers or those with limited resources.
• 📝 A user research brief is essential and includes the research goal, questions, and method.
• 🎯 The research goal outlines the purpose and scope of the research, guiding the overall direction.
• ❓ Research questions should be user-centered and aim to answer key queries during the research process.
• 🔎 Choosing the right research method, such as interviews, can lead to deep insights into user behaviors and motivations.
• 👥 Finding interview participants requires defining screening requirements and seeking individuals within the target audience.
• 🗣️ Crafting an interview guide involves formulating key questions and allowing room for follow-up to maintain a natural conversation flow.
• 🚫 Avoid leading and closed questions to prevent bias and encourage open-ended responses.
• 🤝 During interviews, create a safe space, ensure natural conversation, and react neutrally to maintain an unbiased perspective.

Q & A

What is the main focus of Maureen's video?

The main focus of Maureen's video is to provide a step-by-step guide on how to conduct qualitative user research, particularly for those who might not have access to extensive resources or tools.

What are the two types of user research mentioned in the video?

The two types of user research mentioned are quantitative and qualitative. Quantitative research answers the question 'how many,' while qualitative research answers 'why' and focuses on understanding behaviors, motivations, and needs.

Why is user research important in the design process?

User research is important because it provides insights based on evidence, reduces the likelihood of building the wrong solution, and ensures that the solutions are relevant and usable for the users, addressing their real problems.

What are the three elements of a user research brief?

The three elements of a user research brief are the research goal, research questions, and the research method. These elements guide the purpose, scope, and approach of the research.

How does the research goal differ from research questions in a brief?

The research goal explains the purpose and scope of the research, essentially why the research is being conducted. Research questions, on the other hand, are the specific inquiries that the research aims to answer.

What is the advantage of using interviews as a research method?

Interviews as a research method allow for deep insights into motivations, needs, and behaviors from a small number of participants, providing a rich understanding that can inform project decisions.

Why is it recommended to avoid talking to friends and family during user research?

It is recommended to avoid friends and family unless they are part of the target audience to prevent bias and ensure that the research is representative of the actual user base.

How can one find participants for user interviews without a large network?

One can find participants by using digital communities like Facebook groups or Reddit, as well as by posting flyers in physical locations relevant to the target audience.

What is an interview guide and why is it important?

An interview guide is a set of questions prepared for conducting interviews. It is important because it helps maintain the research goal, ensures key questions are asked, and allows for natural conversation and follow-up questions.

What are some tips for writing good interview questions?

Good interview questions should be neutral, avoiding leading questions that assume certain answers or behaviors. They should also be open-ended to encourage detailed responses rather than simple yes or no answers.

How can one ensure a natural conversation during user interviews?

To ensure a natural conversation, the interviewer should start with small talk, treat the prepared questions as a guideline rather than a script, and react neutrally to the interviewee's responses without judgment.