Interviews and Workshops

No method is more effective than simply speaking to your users. The best way to understand what they may do and any expectations they may have, is to put them in the real-life situation and watch how they behave and react.  

Interviews for individuals or workshops for groups allow us to collect qualitive information on users’ habits, opinions, frustrations or individual requests. During workshops, the group dynamic encourages creativity and research about new products or services to flourish. We run interview sessions for internal stakeholders, as well as for external clients; this helps us establish general expectations and create a vision document which defines and outlines the company’s UX strategy. 



  • Allows you to get users’ opinions 
  • Based on our experience, even a small number of people can produce satisfactory results  
  • Allows you to compare assumptions with the reality on the ground


  • Persona profiles 
  • User journeys 
  • Research report that includes the key learnings and insights 

Contextual Observation

Contextual observation means observing user behaviour directly in their environment- at work, in their sitting room, in a shop- or when on the move – in public transport, in a road. This method allows us to understand the users’ thought process and their activities, whilst taking the cultural dimension into consideration within the context.

Examples of contextual observations

  • Processing customer files within a business  
  • Agents’ performance within a call centre 
  • Effectiveness of caregiving staff in a hospital setting


  • More detailed analysis 
  • Opportunity to watch users interact with products contextually, and organically  
  • Allows you to compare what is said with what is done

Ethnographic Studies

An ethnographic study also allows you to collect qualitative information on your users, but over longer periods of time- from a few days to a few months. For the “diary study” method, participants are asked to write down their experience through a diary logbook. Smartphones have made this method easier as they can now include photo, audio and video content.  


  • Provides a deeper understanding of your customers, their environment and their mindset  
  • Most comprehensive analysis  
  • Long-lasting insight and learnings, offering greater continuity to your strategy  



  • Consolidated research report  
  • Raw research data and material  
  • Strategic insights

Persona Development

Personas are archetype users, who have been created based on the research from interviews and/or workshops. Here we can represent the different types of users, products or services that we design.



  • Easier to identify what you would like to target  
  • Communicate a shared vision for customers internally and refer to it  
  • Writing out user journeys will help to design the product


  • Persona mapping of your customer/user base  
  • Prioritisation of personas based on your requirements 
  • Persona based on qualitive and/or quantitative research  

Multi-channel User Journey

The user journeys describes the paths that a customer will follow, based on their relationship or interaction with the services of a business or organisation. We’ll present the user experience visually through an experience mapping, where we’ll draw out all touchpoints and pain points for the user. This representation method allows all of the user’s activities to be presented in one image on all of the brand channels.   



  • Identify the pain points in the overall experience  
  • Increase empathy towards your users  
  • Improve collaboration between different departments  
  • Ensure consistency of the experience across all of the channels


  • Design blueprint  
  • User journey maps
  • Story maps

Need help with your UX initiatives?

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