User Research

Design Thinking

The user research practice is embedded within our design thinking framework of creating experiences.

User Research Activity Types

Depending on the timing and needs of the initiative, the appropriate type of user research activity is chosen.

Priority Diagram

Projects are prioritized in the beginning of each year /quarter using the priority diagram. Each project is analyzed in terms of impact vs risk by a team with participants from business stakeholders, UX and technology product management.

Personas and User Journeys

Personas are created in workshops using tools such as empathy map and/or by conducting interviews with actual users.

User journeys are created by synthesizing input collected in workshops with SMEs and from interviews and observations of actual users.

Usability Testing

Usability testing takes place during the "Test" step of the Design Thinking framework. In general, we conduct 2 types of testing:

Moderated - Asking participants to go through a number of well-defined task scenarios
Unmoderated - Using the tool "Maze" we test design concepts and collect feedback from a large number of participants - much more than the typical 6-10 participants in a moderated test