User Research

Qualitative

User Interviews

Conducting an effective user interview is just as much about establishing rapport as it is about asking the right questions. Over the years, I’ve found that blending interpersonal connection with structured techniques is key to unlocking the full potential of these sessions, regardless of the setting or time constraints.

One approach I rely on is the GRAMS method (Goals, Roles, Actions, Motivations, Struggles), which streamlines interviews to extract valuable insights efficiently, even in brief encounters. Having conducted interviews during both discovery and validation phases—whether in-person or remotely for companies like Fidelity and NetApp—I’ve come to appreciate this aspect of user research deeply. It’s not just about gathering data; it’s the thrill of uncovering user perspectives that inform and inspire product design, making every conversation a step toward a better solution.

Usability Testing

Usability testing involves observing users as they complete tasks to identify friction points, measure performance and ensure the design aligns with user expectations.

At Fidelity, my team and I conducted intensive on-site usability testing sessions, spending days immersed in direct observation to refine our designs. More recently at NetApp, we shifted to remote testing, leveraging tools like Zoom and UserTesting for both moderated and unmoderated sessions. This evolution allowed us to adapt to distributed workflows, ensuring we captured valuable feedback efficiently and effectively.

A new approach to User Surveys

When my team was tasked with delivering survey results to shareholders to inform customer insights and satisfaction for our next version upgrade, we saw an opportunity to rethink our approach. Traditionally, I’ve managed user surveys using methods ranging from pen-and-paper to email-based systems, typically yielding a modest 20% response rate. This time, we aimed to elevate the process by introducing an innovative survey system designed to capture deeper, more actionable feedback.

We replaced static survey questions with a chatbot-driven system that leverages NLP to deliver personalized, adaptive questions tailored to each user’s role and prior feedback. Integrated directly into our console, this ‘surveybot’ will incorporate gamification-based incentives to boost engagement. This shift not only promises higher participation but also richer insights to guide our upgrade priorities effectively.

Journey Mapping

Leveraging user journey mapping to improve user empathy involves stepping into the user’s shoes to truly understand their motivations, frustrations, and needs at every stage.

I use journey maps to help better align our team with the users priorities. This helps prioritize enhancements that resonate—such as simplifying a complex workflow or amplifying a satisfying feature—ultimately creating more intuitive, human-centered solutions that build trust and satisfaction.

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