Module 3: User Research & Testing
Understand your users deeply through research, testing, and data-driven insights.
Why User Research Matters
User research is like being a detective - you gather clues about what users need, want, and struggle with. Without research, you're designing based on assumptions. With research, you design based on real user needs.
🎯 Real-World Example:
Imagine designing a fitness app:
- Without research: "I think users want to track 50 different metrics!"
- With research: "Users told us they only care about steps, calories, and sleep. Too many metrics overwhelm them."
Research saves you from building features nobody wants!
User Interviews & Surveys
Conducting User Interviews
One-on-one conversations with users to understand their behaviors, needs, and pain points. Like having coffee with someone and really listening to their story.
1. Prepare Questions
Write open-ended questions. Avoid yes/no questions.
❌ Bad: "Do you like our app?"
✅ Good: "Tell me about the last time you used a similar app. What was that experience like?"
2. Listen More, Talk Less
Your job is to listen and understand, not to pitch your product. Let users talk 80% of the time.
3. Ask "Why?" Five Times
Dig deeper to find root causes. Each "why" reveals more insight.
Creating Effective Surveys
Surveys reach more people but provide less depth than interviews. Use for quantitative data.
💡 Survey Best Practices:
- • Keep it short (5-10 minutes max)
- • Start with easy questions to build momentum
- • Use rating scales (1-5 or 1-10) for quantitative data
- • Include one open-ended question at the end
- • Test your survey with 2-3 people first
Creating User Personas
Personas are fictional characters that represent your user groups. They help your team empathize with users and make design decisions. Think of them as character profiles in a story.
Example Persona: Sarah the Busy Professional
Demographics
- • Age: 32
- • Job: Marketing Manager
- • Location: Urban area
- • Tech-savvy: High
Goals
- • Save time on daily tasks
- • Stay organized
- • Work efficiently on mobile
Pain Points
- • Too many apps to manage
- • Constant context switching
- • Information overload
Quote
"I need tools that work seamlessly together, not another app to check."
⚠️ Persona Pitfalls to Avoid:
- • Don't create personas based on assumptions - use real research data
- • Don't make too many personas (3-5 is ideal)
- • Don't include irrelevant details (favorite color doesn't matter for a banking app)
- • Don't forget to update personas as you learn more
User Journey Mapping
User journeys show the complete experience a user has with your product, from first awareness to becoming a loyal customer. It's like mapping a road trip with all the stops, detours, and experiences.
Journey Map Components
1. Stages
Awareness → Consideration → Purchase → Use → Loyalty
2. Actions
What the user does at each stage (searches Google, reads reviews, downloads app)
3. Emotions
How the user feels (excited, frustrated, confused, satisfied)
4. Pain Points
Where users struggle or get stuck
5. Opportunities
Where you can improve the experience
Usability Testing Methods
Usability testing means watching real users try to complete tasks with your design. It reveals problems you'd never spot yourself because you know the design too well.
Moderated vs Unmoderated Testing
Moderated Testing
You watch and guide users in real-time (in-person or video call).
Pros:
- • Can ask follow-up questions
- • Understand user thinking
- • Clarify confusion immediately
Cons:
- • Time-intensive
- • Requires scheduling
- • Smaller sample size
Unmoderated Testing
Users complete tasks on their own, recorded for later review.
Pros:
- • Test many users quickly
- • Users in natural environment
- • More affordable
Cons:
- • Can't ask follow-ups
- • May miss context
- • Less depth
Running a Usability Test
Step 1: Define Tasks
Example: "Find and purchase a blue t-shirt in size medium"
Step 2: Recruit Participants
5-8 users per round is ideal. More won't reveal significantly more issues.
Step 3: Observe & Take Notes
Watch where users hesitate, click wrong things, or express confusion.
Step 4: Analyze Patterns
If 3+ users have the same problem, it's a real issue to fix.
A/B Testing & Analytics
A/B testing compares two versions to see which performs better. Analytics show how users actually behave with your product. Together, they provide data-driven insights.
A/B Testing Basics
Example: Testing Button Colors
Version A: Blue Button
Conversion: 12%
Version B: Green Button
Conversion: 15% ✅ Winner!
Show each version to 50% of users, measure which gets more sign-ups.
📊 Key Metrics to Track:
- • Conversion Rate: % of users who complete desired action
- • Bounce Rate: % who leave immediately
- • Time on Page: How long users engage
- • Click-Through Rate: % who click on elements
- • Task Success Rate: % who complete tasks successfully
🎯 Hands-On Project: Conduct User Research
Practice user research methods on a real or fictional product.
Project: Research a Meal Planning App
Complete these research activities:
- ✓ Interview 3-5 people about their meal planning habits
- ✓ Create 2 user personas based on interview insights
- ✓ Map a user journey for planning weekly meals
- ✓ Identify 3 key pain points and opportunities
- ✓ Write a 1-page research summary with recommendations
📚 Module Summary
You've learned how to understand users through research:
- ✓ Conducting user interviews and surveys
- ✓ Creating personas and user journeys
- ✓ Running usability tests
- ✓ Using A/B testing and analytics
- ✓ Synthesizing research into actionable insights
Next: Learn the complete UX design process from problem to solution!