Becoming inconspicuous while observing users in their natural environment. This method allows us to gather valuable insights into their practices, habits, needs, and desires. Originally used in ethnography to study the customs of diverse cultures worldwide, observation has found applications in various fields, including user experience (UX). However, “observing” goes beyond mere visual perception. Multiple techniques exist for user observation, ranging from discreet non-interfering methods to full immersion. Regardless of the approach, collecting data demands rigorous discipline.
In this article, I will delve into the “shadowing” technique, which I’ve extensively employed in my daily work over the past few years.
Why Use An Observation Method?
- Observing Real Activity Unlike what people say, observing their actions provides unbiased data on what they actually do. This is crucial because there can be a gap between what people claim and their real behavior.
- Analyzing the Environment Observation allows studying users in their natural environment, including physical, social, and cultural factors. Understanding this context is essential for good UX design.
- Testing Hypotheses Observation helps designers confront their initial assumptions about users with real-world data. This is important because designers often have biases about users, and UX design relies on empathy for the target user.
The Shadowing Technique
“Shadowing” involves closely following the user in their activities without directly intervening in the observed situation. However, the observer can ask questions to the participant in order to better understand the reasons behind certain behaviors.
This technique has its limitations, as the observer, if not vigilant and sufficiently discreet, could influence the observed situation or make the user uncomfortable.
In this context, the observer plays a passive role but shares the same environment as the observed individuals. The observer does not actively participate in the situation and aims to remain “invisible” as much as possible.
How I Personally Use This Technique
In my daily work, I am fortunate to be closely situated with the actual users of our software. This proximity provides a valuable opportunity. Users frequently encounter issues or find certain tasks challenging within the software. To address these concerns, allow users to express themselves, and enable the development team to focus, I introduced a method for enhancing user satisfaction and improving application usability.
When a user faces a specific task—whether they anticipate it will be difficult due to a prior frustrating experience, lack familiarity with how it works, or encounter a new feature—they reach out to me. I make an effort to be readily available and respond promptly to their requests (or reschedule if necessary).
Upon their call, users describe the goal they aim to achieve with the application. I then sit closely with them, observing their interactions with the software over the next 20 to 60 minutes. During this observation, I meticulously document their actions, noting instances where they navigate back and forth between screens without finding the desired feature or where they hesitate while using the interface.
Additionally, I inquire whether I can capture pictures or videos to illustrate any issues they encounter.
Sometimes, as they explore specific screens or menus, they express unrelated problems they face while using the app. I take note of these as well in a separate section. This reassures users that I genuinely listen to their feedback and will likely relay the information to the development team (which is indeed the case most of the time). However, I also strive to refocus the session on achieving the primary goal if these diversions consume too much time. By allowing such deviations, we reduce frustration and reinforce the sense that users have an advocate on their side.
After the observation session, I assess whether users were able to achieve their goals and note the time it took them. We conclude by discussing their overall experience using the app, capturing any feelings of frustration or enjoyment they express. I assure them that I will compile a detailed report based on our session, which I will share with them before forwarding it to the development team. Users are encouraged to provide corrections or additional insights if needed.
Writing the report typically takes me an average of 2 hours for a 60-minute session. In the report, I refine the steps users followed, emphasizing any straightforward difficulties that could have been avoided. I also propose one or more UX/UI solutions to address these issues, which I present to the development team.
Why It works?
It’s like being a buffer.
The users can express their frustration to someone that listen to them.
The dev team can continue to focus on their current work without being called. They know I will come back to them with new things to improve and some solutions.
Everything can then be planned properly, or accounted and set aside (knowing that if too many users continuously have the same problems I will soon talk about it again).
It works because it helps everyone, it allows people to gain time, and it helps keeping a healthy relationship between teams.
Conclusion
User observation stands as a potent technique within UX research, allowing researchers to closely witness and comprehend users’ behaviors, interactions, and needs. By leveraging these observational methods, researchers can unearth usability challenges, validate design choices, and delve into profound insights about user experiences. Beyond its practical benefits, user observation cultivates empathy, fuels innovation, and elevates the entire user-centered design process. When organizations prioritize this approach, they not only create products that align with user requirements but also enhance user satisfaction, ultimately gaining a competitive edge in the market.
