User-Centred Research and

Empathy
Module- 2

Presented by
Parinita Acharya
 Market Research V/s User Research

Introducution to User Research

Goal of user research

User Research into product development life

cycle
Phases of Research

Plan for Integrating Research into Design Thinking

Process

today
Research Methods

Typesr of User Researcher Biases

Reaseach tools

Empathy:The Heart Of UX Research

How cultivate Empathy in User Research

Empathy Map
MARKET
RESEARCH V/S
USER
RESEARCH
 Elicitation Techniques in UX Research:
Conceptual:
Uncovers the "why": Understands users' big-picture needs, goals, and motivations.
Think of it as: Free-flowing conversations, brainstorming sessions, and metaphor exploration.
Outcome: Paints a broad picture of users' values and mental models.
Concrete:
Pinpoints the "what": Identifies users' specific preferences and behaviors related to features or tasks.
Think of it as: Surveys, A/B testing, tracking user interactions, and diary studies.
Outcome: Reveals concrete details like pain points, preferred options, and usage patterns.
Task:
Focuses on the "how": Observes how users complete specific tasks and identifies usability issues.
Think of it as: Watching users tackle tasks while thinking out loud, screen recordings, and eye tracking.
Outcome: Uncovers user behavior step-by-step, highlighting areas of confusion and efficiency.
WHAT IS MEANT BY USER RESEARCH?

This means we do user research to focus

on deeply understanding our user’s needs,
UX Research or User Experience Research
goals, pain points, and motivations through
takes many different forms. These methods
an array of methodologies and placing
are divided into qualitative and
people at the centre of your design process
quantitative. In fact, most impactful
and your products. This allows us to
research studies often combine both types
connect with users on an empathetic level
of methods.
and positively impact the success of a
design/product/service.
 The goal of User Research

To create designs that are truly relevant to your users:- Do user research to ensure that you
create products that are truly relevant to your target group.

To create designs that are easy and pleasurable to use:- Do user research to ensure that
your products deliver a great user experience.

To understand the return on investment (ROI) of your user experience (UX)

design:- Return on investment (ROI) is a financial metric used to analyze the efficiency of an
investment. If you can show that the changes you made in the design generated more sales,
resulted in a larger number of customers, or made work processes more efficient, you can do
a much stronger user research to show the ROI of your design efforts by showing.
How the User
Research fit into the
development of the
product?

• It depends on the phase

of "Product development
lifecycle" .User research is
continuing part of product
development because it
takes place before, during
and after of phase 3
design.
• When we are building
anything from scratch it's
kown as "Foundational
Research".
Steps Of Doing
UX Research
 Phases Of Research
There are three types of research take place at the time of UX Design Thinking-:
Foundational Research
What should we build?
What are the user problems?
How were we going to solve them?
Design Research
How should we build it?
How was the experience using prototype today?
How easy or difficult it was to use?
Did you encounter any Challenges?
 Post –Launch Research

Phases Of Did we succeed?

Research
How was the user experience of the final
product ?
How was the company performance
comparative to the competitors?
So, by these research company iterate
their product for better user experience.
 Empathy-: Able to understand someone's
else feelings or thought in situation.

Pragmatism-:Focused on reaching goals

Qualities Of
Good UX
Researcher Collaboration-: Can work with range of
people, personalities and can adjust in
different working styles.

Good Communicator-: Can communicate

properly within the team and in cross-
functional teams.
 Is User Research and User
Testing the same thing?

"User Research and User Testing’ are two terms which are
quite different from each other".

User Research focuses on understanding user behaviours,

needs, and motivations through interviews, surveys, usability
evaluations and other forms of feedback methodologies.
User Testing is a type of user research in which participants are
asked to perform tasks, typically within a specific interface.
 Categorization of Research
Integrating
• Primary Research-: It is a self-
Research in conducted research. The researcher interview
to The user, survey user or conduct a usability study
to hear from users directly.
Design • Secondary Research-: Research that
Process uses information someone else put together.
Secondary research information from
book, articles or journal.

Secondary research done before the

product development before any
ideation happens.
Integrating Research into The Design Process

Another Categorization of
Research
Research Methods

Surveys-: These are the activities

Interview-: A research method use
where many people asked about
to collect in-depth information on
same questions to understand
people's opinions, thoughts,
what most people think about the
experiences and feelings.
product.

Key Performance Indicators-; this

Usability studies-: A testing that is post-launch usability study this
help us evaluate a product by test happen after launch of the
testing on the users. product based on success matrices
performance indicators.
 Benefits and Drawbacks of Research Method
Research Advantages Disadvantages

Primary Research • Understand what users think and why • It takes lot of time and money
• Easily can ask follow-up question • Small sample size it is risky specially for
new launching products.

Secondary Research • Saves time and money • No first- hand user interaction
• Immediately accessible • No specific user feedback
• Backup primary research

Usability Research • First hand user interaction • Only measure how product easy to use
• Challenge our assumptions • Difference between lab use v/s real life
• In-depth feedback • Expensive
 Confirmation Bias-: This bias occurs when you start looking for evidence to
prove a hypothesis you have. Because you think you already have the answer,
you’re drawn to information that confirms your beliefs and preconceptions.

Types of Biases False consensus bias-: In UX research, the false consensus bias happens when

in User we overestimate the number of people who will agree with our idea or design,
which creates a false consensus.

Research
Primacy bias-: Primacy bias occur when you remember the first participant
most strongly. Sometimes the first person you meet makes the strongest
impression, because you’re in a new situation or having a new experience.

Implicit bias-: Implicit bias is a collection of attitudes and stereotypes we

associate to people without our conscious knowledge. Implicit bias is also
known as unconscious bias.

Sunk cost fallacy-:Sunk cost fallacy is the idea that the deeper we get into a
project we’ve invested in, the harder it is to change course without feeling like
we’ve failed or wasted time.
Various Research Tools
Small Activity
 Research helps us build "Empathy" for how people live their lives and
better design for their "Need".
• Here's how empathy fuels good UX research:
• 1. Deeper Understanding: By empathizing, you go beyond data to
grasp user motivations, emotions, and pain points. This leads to richer
insights and solutions that truly resonate with them.
• 2. User-Centred Design: Empathy ensures designs are built around

Empathy: The users, not assumptions. You understand their context, challenges, and
goals, leading to designs that are usable, relevant, and delightful.

Heart of UX • 3. Building Trust: Users are more likely to be open and honest when
they feel understood and respected. Empathy fosters trust, leading to
Research more valuable research data.
• 4. Uncovering Unseen Needs: Through empathy, you can detect subtle
cues and unexpressed needs that surveys or analytics might miss. This
leads to innovative solutions that address previously unidentified
issues.
• 5. Inclusive Design: Empathy helps you consider diverse perspectives
and design for everyone, not just the majority. This creates a more
inclusive and equitable user experience.
How to Cultivate Empathy in UX Research
Active Listening: Focus on truly understanding, not just hearing, what users say. Pay attention to
their tone, body language, and emotions.

Observational Techniques: Conduct user interviews, usability testing, and contextual inquiries to
observe users in their natural environment.

Personalization: Go beyond demographics and segment users based on their values, goals, and
motivations.

Storytelling: Encourage users to share their experiences and challenges through

stories, anecdotes, and emotional responses.

Challenge Biases: Be mindful of your own biases and assumptions. Actively seek out diverse
perspectives and challenge your own understanding.
Build an Empathy
Map

The ability to Understand someone

else's feelings or thought in the
situation.
Empathy Map
 Continued.....

• Here in this scenario, we can interview similar person who look like our chooses persona 'John
Sportsman'.(expectation, what holds them back)
• Also send online questionnaires to the members of gym club.
• We can start from assumption then confirm those assumptions through their answers.
A Small
Exercise-: