Model Online / On-Site
Duration
Modules 5 modules

Course Objective & Scope

What users say they want and what they actually do on screen often diverge, and leading interview questions easily validate the wrong product bets. This course equips product and design teams to plan, conduct and synthesise unbiased, evidence-backed user research.

Framing research questions and selecting methods, participant screeners, in-depth interview guides (Jobs-to-be-Done), moderated and unmoderated usability testing, card sorting and tree testing for information architecture, affinity mapping and actionable insight reporting are practised hands-on. Participants leave with a complete research plan and test script for their own product.

Who Should Attend?

  • UX Researchers, UX/UI designers and product designers conducting user studies
  • Product managers validating customer problems and prioritising roadmaps with evidence
  • Customer experience (CX), business analysis and service design teams
  • Prerequisite: basic familiarity with digital product development

Key Takeaways

  • Select the right qualitative and quantitative research methods for discovery, validation or post-launch
  • Write non-leading interview guides and realistic usability testing task scenarios
  • Conduct usability tests while tracking task success, time-on-task and recurring friction patterns
  • Synthesise raw notes into clear product opportunities using affinity mapping and thematic coding
  • Deliver evidence-backed insight reports, personas and journey maps that drive stakeholder action

Curriculum

Research Strategy, Method Selection and Planning
  • Behavioural versus attitudinal, qualitative versus quantitative methods and Continuous Discovery
  • Research objectives, hypotheses, sample sizing and participant screeners
Discovery Research: In-Depth Interviews and Field Inquiry
  • Writing non-leading questions, focusing on past behaviour and Jobs-to-be-Done (JTBD)
  • Contextual inquiry, interview moderation, active listening and consent/privacy practices
Usability Testing and Information Architecture Validation
  • Moderated and unmoderated usability test scripts and the think-aloud protocol
  • Task completion, SEQ/SUS metrics, Card Sorting and Tree Testing
Synthesis, Thematic Coding and Insight Generation
  • Separating observations from insights; affinity mapping in FigJam/Miro
  • Updating personas, Opportunity Solution Trees and customer journey maps
Stakeholder Storytelling and Research Repositories
  • Evidence reels, impact-effort prioritisation and executive insight readouts
  • Structuring a searchable Research Repository and study checklist

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