Research with diverse user groups to improve a product or service

Design Plan

Option 3:
Learn about a group or community
Time frame: 12 – 16 weeks
Budget: $150,000 – $200,000

Expert interviews or stakeholder workshops
METHOD
Interviews to uncover and document the known and potential issues with a product or service. Key hypotheses or questions from stakeholders should be identified here.
Ethnographic research or user testing (x 32 participants)
METHOD
Use ethnographic research for service design or user testing for product design to understand existing use of the product or service and identify pain points and opportunities.
Survey (up to 1000 participants)
METHOD
To understand the potential size or impact of issues identified in previous activities.
Research synthesis
METHOD
Ensuring that stakeholder questions are answered and that actionable recommendations for the product or service are arrived at.

Qualitative insights report
OUTPUT
Research with large or many datasets that describe ‘what’ happens rather than ‘why’ it happens.
Current-state journey map
OUTPUT
A tool used to visualise the user experience. It shows where and when a person or group interacts with existing services and products and what the experience is like for them.
Personas
OUTPUT
A made up person (archetype), based on user research, that represents a group of people who use a site, service or product in a similar way or who have similar user needs.

Understands knowledge gaps before new research is conducted.
Gives confidence on the behaviours and needs around a single product or service.
Provides sizing of insights and opportunities through complimentary quantitative data.

Updated 5 July 2023