Here at Trend Influence we use many different types of tools to gain a deeper understanding of products and their relationships to everyday consumers. Today I choose to talk about user observation. User observation is a great tool to understanding natural product interaction and also helps to inform qualitative and quantitative research.

Methods

1- Always record the data you find, taking notes, photos and or video recording are the best ways to data capture (when using video always be mindful of how obtrusive you are so the target can feel natural instead of being in the spot light). When taking notes view from a distance and record all important activities briefly. Record all sensory cues you experience and environment details (sketch or take photos).

2- Fly on the wall is a great way to capture data from individuals and groups of any size with little to no interference. The idea is to stay far away and observe the target interacting with its environment. You don’t exist in this environment and the target(s) shouldn’t know they are being watched. Look for patterns in behavior, communications and interactions.

3- Look for Physical traces or artifacts left behind from previous interactions. Look for the changes people make to their surroundings. These changes or artifacts that are left behind are both consciously and unconsciously done (e.g. worn carpet, personalization of a space, or an altered product to match a user’s needs).

4- Process Dialogue is an easy way to discover a user’s mental mapping. While a target is undergoing a process or interaction have them call out what they’re doing step by step and what they’re about to do. This technique is great for understating a user interface and their navigation.

5- By interviewing a target we can learn about their needs, wants, emotions and expectations. Have an engagement guide prepared before the study to cover major topics and experiences. Ask permission to video record and reassure the confidentiality of the recording.

6- Shadowing a person is the best way to understand longer processes or daily activities. This technique helps you to understand the range of tasks and the order they occur in over longer periods of time. While shadowing record the tasks and the transitions of tasks. Focus on artifacts of the tasks and the environment of which it takes place in and the length of time allowed for each.

Extra Notes:

-Learn to record everything that is happening, don’t wait for the big Ahhh haa

-Stay judgment free. If you record your interpretation keep it separate.

-3 types of observation- user, environment, and intervention know when to study each.

-Before creating an engagement guide become knowledgeable about the topic of study.