Analysing users is a key part of the design cycle. To fully understand your users, we will observe their real activity. Based on the needs and context of your project, we will apply the most cost-effective research methods to get the insights you need to move forward.
One of the most effective method is to simply engage a conversation with your users. This allows you to understand their needs and expectations. Individual interviews or workshops with groups allow us to collect qualitative information about your users’ habits, opinions, frustrations and desires.
During workshops, being in a group sparkles creativity and allows new products or services to flourish. We run these sessions for internal stakeholders as well as for external clients; this enables us to agree on a common vision to define your company’s UX strategy and needs.
Contextual observation entails the observation of user behaviour in their direct environment – whether at work, in their living room, in a shop – or when on the move – such as in public transportation or walking in the streets. This method allows us to understand the users’ thought process and activities, while taking culture into consideration within their environment.
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.
Personas are archetype users created from research, interviews and/or workshpos with real users. Personas provide the team with a common understanding of users in terms of goals, needs and desires. They serve to guide through the design of products and services.
A user journey describes the typical path a customer will follow, based on their relationship or interactions with the services of a business or organisation. We will present the user’s experience visually through an “experience map”, in which we will draw out all touchpoints and pain points from the user. This representational method allows all of the user’s activities to be presented on one image regardless of the brand’s channels .
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