Empathize

Design Thinking
The method describes a human-centered,
iterative design process consisting of 5 steps.

Empathize Define Ideate Prototype Test

Design Thinking
A 5 Stage-Process

Empathize Define Ideate Prototype Test

These stages are not always sequential. Designers will find the stages
often occur in parallel and see repeated use on an iterative basis.
 The first stage of the Design Thinking
Empathize process demands gaining an empathic
Overview understanding of the problem you’re
trying to solve, typically through some
form of user research.
 Empathy is crucial because it allows
you to set aside your own
assumptions about the world in order
Empathize to gain insight into users and their
needs.
Overview
This stage involves entering the realm
of the users and, as far as possible,
“becoming” them so as to begin work
on custom-designing a solution.
UX Research
Overview

User research focuses on

understanding user behaviors, UX Research
needs, and motivations through
observation techniques, task
analysis, and other feedback Quantitative Qualitative
Research Research
methodologies.

● Quantitative Research
● Qualitative Research
Quantitative Quantitative research deals in

Research numbers, logic, and an objective

stance.
Quantitative Research
UX Research

Quantitative methods emphasize Quantitative Research

objective measurements and the
statistical, mathematical, or Questionnaires

numerical analysis of data

Softwares
collected through polls,
questionnaires, and surveys, or by
Large Volume
manipulating pre-existing statistical
data using computational Statistical
techniques. Analysis
Quantitative Research
Methods

Quantitative research focuses on

gathering numerical data and Quantitative Research
generalizing it across groups of
people or to explain a particular
Feedback /
phenomenon. Survey Polls Reviews
NPS

● Survey
● Polls
● Reviews
● Feedback / NPS
● Analytics Tools
Survey
Quantitative Research

Surveys are typically question with

multiple choice of answers. Users
has to choose one answer from
the list.

It has to be conducted in large

volumes.

It can be conduct through

● Paper
● Google Forms
● Survey Monkey and more
Poll
Quantitative Research

Polls are typically question with

multiple choice of answers. Users
has to choose one answer from
the list. It helps to make a decision.

It can be conduct through

● Paper
● Instagram, Facebook
● Google Forms
● Survey Monkey and more
Reviews
Quantitative Research

Understands the user pain points

from reviews.

It can be conduct through

● Google reviews
● Google Play Store, App Store
● Website Reviews
● Mouthshut and more
Feedback / NPS
Quantitative Research

NPS - Net Promoter Score,

Feedback after using a product are
also part of UX research.

It can be conduct through

● Paper
● NPS Tools
Analytics Tools
Quantitative Research

These tools are capturing various

data of a user and their behaviour.

● Lucky Orange / Fullstory

● Google Analytics and more
● Crazy egg
● Hotjar
Competitor Research
Quantitative Research

● Direct Competitors
● Indirect Competitors
● Potential Competitors
Direct Competitors
Competitor Research
In Direct Competitors
Competitor Research
Potential Competitors
Competitor Research
 It is sometimes called “soft” research.
Qualitative It helps us understand why people do
Research the things they do, and often takes the
form of interviews or conversations
(observing them directly)
Qualitative Research
Methodologies

The various types of research

Qualitative
range from in-person interviews to Research
unmoderated A/B tests (and
everything in between), though
they are consistent in that they all Observation Understanding
stem from the same key
methodologies: observation,
understanding, and analysis.
Activity - 1
- Take 3 different currency
notes, close look and write
down what you observe
Observation
Qualitative Research

Observes below during research

● Brands

● Environment, Ambience,
Attire

● Body Language

● Character
Body
Language
MBTI
Myers & Briggs Type Indicator

Isabel Briggs Myers was an

American author and co-creator
with her mother, Katharine Cook
Briggs, of a personality inventory
known as the Myers–Briggs Type
Indicator and based on theories
of Carl Jung
Personality Type
 Isabel Briggs Myers was an American
Activity - 2 author and co-creator with her
- visit mother, Katharine Cook Briggs, of a
https://www.16personalities.com/free-p personality inventory known as the
ersonality-test Myers–Briggs Type Indicator and
based on theories of Carl Jung
Participate a test and
identify your personality
type
Understanding
Qualitative Research

Key factors of understanding

● Listen and Understand

Reveal Listen
● Mental Model

Understand
Mental Model
Qualitative Research Car
Small
SUV
Car
A mental model is the image that
someone has in their mind when
they think of a particular phrase or
situation.
Reveal Listen
For example, if someone owns an
SUV, their mental model of “car”
will likely differ from the mental
model of the owner of a smart car.
Understand
Activity - 3
Understands Mentol Model

Topic - Car
Mental Model
Qualitative Research
Many users seem unable to
distinguish between the search
field on Google and the URL entry
field in a browser.

These users will use Google to

search for the name of a
well-known website in order to
click the link rather than simply
entering the name plus “.com” in
the URL bar.
In-Depth Interviews
Qualitative Research

Researchers conduct in-depth

interviews by speaking with
participants in a one-on-one
setting.

Sometimes a researcher
approaches the interview with a
predetermined list of questions or
topics for discussion but allows the
conversation to evolve based on
how the participant responds.
Activity - 4
Conduct Sample Qualitative
Research

Product - Biriyani
User Interviews
Best Practices
User Interviews
Best Practices

User interviews are where a

researcher asks questions of, and
records responses from, users.

They can be used to examine the

user experience, the usability of
the product or to flesh out
demographic or ethnographic data
(for input into user personas)
among many other things.
User Interviews
Best Practices

The ideal interview takes place

with two UX researchers and one
user. The first UX researcher
focuses on asking questions and
guiding the interviewee through
the interview. The second takes
notes.

If a second researcher is
unavailable for this – then videoing
or audio recording an interview
can be a good way to record the
information elicited.
Prepare Interview
Questions
1. Ask open ended - Questions
Best Practices

Don’t try for Yes or no answers and help Open End Close End
the user to tell more about the situation.
Don’t Ask : Do you Use Perfumes? How do you get to Do you get to work
work? by driving, bus or
Don’t aim for very short answers too. walking?
Don’t Ask : What do you like about Tell me about your
using Perfumes ? relationship with your Do you get on well
boss. with your boss.
Aim for a Brief answer
Ask : Tell Me your experience in using
Perfumes Do’s Dont’s
2. Curious Commands
Best Practices

Encourage the participant to tell you specific

information by starting with these prompts.

● Tell me about…
●
●
Describe a time…
Share with me… ?
● Talk some more about…
● Help me to understand how…
● Explain what you’re seeing here…
● Show me what you would do next…
● Share with me what you were thinking…
3. Scenario Prompts
Best Practices

Asking questions that get the participant to

tell you a story of how they would behave in
a scenario is a great way to learn how users
think from start to finish.
● Imagine you just got a budget to hire a
new designer. How would you go about ?
advertising the job?
● Tell me how you would work with your
hiring team on this job?
● Can you demonstrate how you use this
website to check the performance of
your job post?
4. Do Follow Up Questions
Best Practices

If your interviewee mentions something that

is particularly relevant to your research,
simply ask them to expand on it. It’s often
tempting to paraphrase what they’ve said.

Don’t Ask : “You mentioned this is hard. ?

Why?”

Aim to get better understanding on what

situation the user felt bad
Ask : “You mentioned using the X feature.
Could you tell us more about that?”
5. Avoid Jargons
Best Practices

● Don’t use industry terms or UX Terms to

the user.

● Build conversation using simple

language and don’t use or break the
conversation using hard words ?
● If you have expertise on a particular
domain, Don’t Expect your user to know
all the industrial terms of your domain.
6. Embrace Awkward Silence
Best Practices

● One technique often used by

investigative journalists is to embrace
moments of silence, because
sometimes the best answers come after
a pause.
?
● Maintaining a few minutes of silence
between the conversation may induce
users to tell more about something.
7. React Neutral and
Don’t Reveal solution

● Try to avoid reacting strongly to

people’s answers, because it’s likely to
change how they’ll respond next.

● Don’t Reveal the core of the interview

by asking the validating questions. If you ?
are willing to ask, ask for the feedback.
8. Make users feel comfortable
Best Practices

● Let the user know that these questions

are not meant to test the user in any
way

● Assure them that they can feel at ease

and these questions are asked to ?
improve their experience regarding a
product

● This is done to avoid getting answers

that users don’t mean.
9. Ask Direct Questions
To understands the users technology capability,
and favorite brands, you can ask direct questions.
These question, help us to understands the user
technology behaviour.

● Are you using, bank online?

● If yes, do you prefer system or mobile?

● Are you buying goods online?

?
If yes, do you prefer system or mobile?
● What is your favourite ecom company?

● Are you using social media?

● If yes, do you prefer system or mobile?
● What is your favourite social media
platforms?
9. Ask Direct Questions
● Are you ordering food / grocery online?
● If yes, do you prefer system or mobile?
● What is your favourite?

● Are you book cab online?

● If yes, do you prefer system or mobile?
● What is your favourite?

● Do you transfer money / bill payments

?
online?
● If yes, do you prefer system or mobile?
● What is your favourite?

● What is your favourite brands?

10. Don’t Ask Direct Questions
Best Practices

Don’t ask direct questions about

● Age
● Salary
● Religious
●
●
Political
Caste ?
● And personal

Don’t ask binary answer questions.

Eg: Answers are single word.

Either Yes / No or like it / Don’t like it
Assignment
- Prepare a Questions
based on the best
practice

- Conduct research with

minimum of 3 to 5 users
 A first step of gathering information
about the product starts with the
Stakeholder stakeholder interview.

Interview We can always find someone that is a

valuable source of information on the
client side. Information that will be our
starting point for further actions.
 ● Client is very often an expert in
the field we’re stepping into,
therefore he sees a lot of issues
and needs in the area of the
Why should we project.
conduct?
● Informations that we can get
from that person are priceless
for our work and let us to quite
quickly familiarize with the
topic.
Stakeholder
Interview
General Questions
Project Vision

● What is your vision for this offering?

● What defines success for this project?
● What are the potential pitfalls (i.e. what
keeps you up at night about this
project)?
● What defines success? (if an experience ?
goes well, what happens, commission?
bonus?)
● What are bad results? (If an experience
doesn’t go well, what happens?)
Users

● Different types of users (salesperson vs

supervisor vs analyst)
● Who is primary?
● Role(s)?
● Typical Background?
● Defining Attribute? ?
Value Proposition

● What problems do users have that this

offering solves?
● What is the core value prop of the
offering?
● What are the main marketing messages?
● What similar tools are in use today? ?
● Target Market? Value Proposition?
● What are their relative
strengths/weaknesses?
● How is this offering different?
Assignment
- Conduct Stakeholder
Interview for your project (If
Possible)