What are the most effective ways to observe users during testing?

1 Choose the right method

Depending on your research goals, budget, and timeline, you can choose different methods of observing users during testing. In-person observation is when you watch users test your product in a controlled environment, like a lab or meeting room. You can ask questions, take notes, or record the session. Remote observation is when you watch users test your product online using tools like Zoom, Skype, or Google Meet. You can also communicate with them via chat or audio. Unmoderated observation is when you let users test your product without any guidance or interaction from you. Tools like UserTesting, Lookback, and Hotjar can collect data like screen recordings, audio feedback, and surveys. Each method has its advantages and disadvantages so you should consider factors such as the type of product, the complexity of tasks, the availability of users, and the quality of data needed.

2 Prepare your observation plan

Before you start observing users, it is essential to have a clear plan of what you want to learn, how you will collect data, and how you will analyze it. To prepare an observation plan, you must define your research questions, select participants, design tasks and scenarios, decide on data collection methods, and create an observation guide. This guide should contain instructions and questions for users during testing, as well as the structure and moderation of the session. A detailed observation plan will help you conduct user observation more effectively and efficiently.

3 Minimize observer bias

When observing users during testing, it is important to avoid influencing their behavior or perception with your own bias or expectations. Observer bias can lead to wrong conclusions or decisions and can significantly affect the validity and reliability of your data. To minimize observer bias, you should strive to be neutral and objective, empathetic and respectful, and attentive and curious. Be sure not to express opinions or preferences, judge or interrupt users, or make assumptions about them. Pay attention to verbal and non-verbal cues, such as words, tone, gestures, facial expressions, and body language. Ask open-ended and follow-up questions to clarify or explore users' thoughts and feelings. By minimizing observer bias, you will be able to observe users more accurately and authentically.

4 Use multiple sources of data

Observing users during testing can generate a lot of data, but not all of it is equally useful or relevant. To gain a more comprehensive and balanced view of users' behavior and feedback, triangulation should be used. Triangulation involves comparing and cross-checking data from different sources, such as observational data (what you see and hear from users during testing), quantitative data (what you measure and count from users during testing), and qualitative data (what you learn and understand from users after testing). Utilizing multiple sources of data allows for the validation and enrichment of findings while reducing the risk of errors or biases.

5 Communicate your findings

After observing users during testing, you need to communicate your findings to your team and other stakeholders. This means summarizing and presenting the key insights and recommendations from your data in a way that is clear and persuasive. To do this, try using storytelling techniques to explain the problem, solution, and impact of your product from users' point of view. Utilize visual aids such as graphs, charts, images, or videos to show evidence that supports your story. Additionally, use action-oriented language with verbs, numbers, or adjectives to emphasize the benefits or challenges of your product. Finally, use questions, suggestions, or calls to action to encourage further discussion and action. By communicating your findings effectively, you can share your knowledge and influence design decisions.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?