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  1. UX Strategy Kit
  2. Observe

observe

Beginning only with the suggestion of a problem, at the end of this phase you should have defined a proven problem statement, based on research and user data.
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Select Participant Count
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24 methods found.
AEIOU Frameworkobserve
1+ Participants
45 – 80 min

Give your observations and field research structure by getting to know the problem's environment.

Challenge Assumptionsobserve
1+ Participants
60 – 120 min

Learn about your assumptions and how you can overcome them to discuss new, innovative solutions.

Content Auditobserve
1+ Participants
60+ min

Get to know existing content and become able to rate it.

Contextual Inquiry Planobserve
3 – 10 Participants
30 – 120 min

Plan and organize when, where, and who is to be observed to obtain information.

Emotional Journey Mapobserve
1+ Participants
15 – 60 min

This method serves to explore and question the overall experience of users.

Empathy Mapobserve
1+ Participants
45 – 90 min

Collect information about how the emotional and mental world of your user looks like.

Field Studyobserve
2+ Participants
1 – 2 d

Dive into the user's life.

5 Whysobserve
1 – 2 Participants
5 – 15 min

This is a very simple method for digging deep into the mind and background of users and their behaviour.

Focus Groupsobserve
5 – 8 Participants
45 – 90 min

In-depth insights from different perspectives.

Jobs-to-be-doneobserve
1+ Participants
60 – 90 min

Find out why your customers are buying your product and what their social, functional and emotional needs are.

Journey Mappingobserve
1+ Participants
60 – 90 min

Get an overview of a certain process and its steps in relation to time.

Mental Modelsobserve
1+ Participants
20 min – 2 d

Match with your user's expectations.

Mobile Diariesobserve
5+ Participants
weeks – months

Get to know the users' personal, daily life by having the users themselves document their activities.

Mystery Shoppingobserve
5+ Participants
3 h – 2 d

Observe people having a shopping experience in a store while observing and understanding their behaviour.

Netnographyobserve
1+ Participants
4 h – 4 d

Observe different online communities and their behaviours.

Observationobserve
1+ Participants
30 – 180 min

Real insights from users in their natural environment.

Personasobserve
1+ Participants
30 – 90 min

Get to know the target group and have a foundation for future decisions.

Poemsobserve
1+ Participants
60 – 120 min

Poems is great to structure your field research during user and environment observations.

Product Love Lettersobserve
10+ Participants
6 – 7 d

Invite users to write a letter to a product, that is either a love or a hate/break-up letter.

Search-Log Analysisobserve
1+ Participants
2 – 3 h

Find out how users think about your website.

6 Thinking Hatsobserve
6+ Participants
45 – 90 min

Spot quality ideas after having generated a good amount of output.

Social Media Monitoringobserve
1+ Participants
weeks – months

Compute the value of a brand or company.

Surveysobserve
50+ Participants
5 – 30 d

Method for collecting quantitive data on a certain topic.

User Interviewsobserve
5+ Participants
2 – 5 d

First-hands insights and observations from real or potential users.

© Merck KGaA, Darmstadt, Germany, 2025.
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