Understanding Users Through Targeted Research
Note
User-centred design relies on research to gain a deep understanding of the people a product is intended for not only what they say or do, but who they are.
- Research methods are essential for gathering insights into user demographics, enabling designers to create products that resonate with their target audience.
- These methods help develop empathy and understanding, ensuring that designs are not only functional but also meaningful to users.
Note
In UCD, empathy is crucial for:
- Designing with Users in Mind: Ensuring products are tailored to the specific needs and contexts of the target audience.
- Building Trust and Engagement: Creating experiences that resonate emotionally with users.
Note
Recap of the key research methods (A2.1.4)
- Interviews
- Surveys
- Field Research
- User Observations
- Focus Groups
- Task Analysis
Planning a User-Centred Design (UCD) Research Process
- Define the Target Audience
- Identify key user demographics (e.g. age, gender, income, education).
- Explore psychographics: values, interests, lifestyle, attitudes.
- Create user personas to represent different user groups.
- Select Appropriate Research Methods
- Choose methods suited to the context and research goals.
- Combine qualitative (interviews, observations) and quantitative (surveys) techniques for deeper insights.
- Conduct Research and Gather Data
- Engage with users through fieldwork, interviews, questionnaires, and focus groups.
- Record and organise findings for clarity and traceability.
- Analyse Data and Identify Insights
- Identify common patterns, user needs, pain points, and trends.
- Translate insights into user-driven design opportunities.
- Iterate and Refine the Design
- Use findings to shape initial concepts or prototypes.
- Test and adjust designs based on further user feedback.
Example
OXO Good Grips
- Define Target Audience
- Adults aged 30–65, including users with arthritis or reduced grip strength
- Created personas like Linda, a retired teacher with arthritis
- Select Research Methods
- Interviews, surveys, and user observations
- Focused on everyday cooking tasks
- Conduct Research
- Home visits and recorded sessions
- Identified issues: hand fatigue, slippage, poor grip
- Analyse Insights
- Users needed comfortable, ergonomic, non-slip handles
- Inclusivity was a key opportunity
- Iterate and Refine
- Developed prototypes and tested with real users
- Refined shape, grip texture, and balance
- Result: OXO Good Grips, widely praised for its inclusive design
