Chapter 4
Takeaways
1. Always triangulate data from the client and other sources to get the most accurate picture of
the user and potential use scenario.
2. Dont make assumptions about who your users are. To understand them, you must draw
3. Choose user research methods that best suit the purpose of your design and user inquiry. A
4. Observation methods are one of the most useful tools to understand user workflow, tasks,
5. A user analysis, task analysis, and environment analysis are critical parts of a successful site
visit.
6. User self-consciousness, which can be amplified when being observed or frequently asked
7. Be mindful of confirmation bias or using observations to confirm existing beliefs. Using
8. Users make emotional decisions about products. Emotion heuristics, an enjoyability survey,
and product reaction cards can help you understand users emotional views of a product.
10. If you do not research a truly representative user, your design can go astray. Make sure you
observe the right (representative) user in the right (representative) use scenario.
Discussion Questions
1. Why is it helpful to gather data about users from multiple sources? If a client hires you to
2. When might broader analytic data be helpful in understanding user behavior? When might
you need more focused, in-depth data?
3. What are the benefits and drawbacks of observation and self-reporting? When might you use
each method?
6. Why does user emotion matter in the UCD process? Cant you just look at purchasing data
and user demographics?
UCD Quests
1. Practice the See-Say-Do Triangle method with a friend. Ask him or her to complete a routine
task while you observe. What do you see him or her doing? What is he or she saying about
it? What is he or she actually doing? Make sure to record your session so that you can focus
2. Find a user forum for a product or service (e.g., computer, video game, airline). Spend
twenty minutes reviewing the forum. What have you learned about the forums users? What
are their potential attitudes, beliefs, and concerns about the product? Use this information to
3. Conduct a user analysis, task analysis, and environment analysis of a common practice in
your campus or workplace (e.g., checking out a library book, ordering a coffee, copying a
document, loading presentation slides to a large screen). Who is your user? What is he or she
doing? Where is he or she doing it? Practice noting these areas to get a sense for what to pay
4. The ability to use a product is separate from enjoying a product. Think of a product that you
think is easy to use. Complete the Enjoyability Survey. How does the level to which you