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How do you conduct UX research with business users?

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UX research is a vital part of designing products and services that meet the needs and expectations of your customers. But what if your customers are not the end users, but the business users who make decisions, manage workflows, or perform tasks with your solution? How do you conduct UX research with business users who have different goals, motivations, and challenges than the typical consumers? In this article, we will explore some tips and methods for conducting UX research with business users, and how to use the insights to create value for them and your organization.

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Paula Mogollón Mejía

CX strategist and Service designer / M.A in Service Design at Savannah College of Arts and Design

1 Understand the business context

Before you start any UX research with business users, you need to understand the business context of your solution. What are the main problems or opportunities that your solution addresses? How does it fit into the existing processes, systems, and culture of the organization? Who are the key stakeholders, influencers, and decision-makers involved? How do they measure success and value? By answering these questions, you can define the scope and objectives of your research, and identify the relevant business users to involve.

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2 Choose the right research methods

When conducting research with business users, there are a variety of methods to choose from depending on your research goals and questions. Interviews, surveys, observations, workshops, and usability tests are all common methods. Interviews can be conducted in person, over the phone, or online and can be structured, semi-structured, or unstructured. Surveys can be used to gather quantitative or qualitative data and distributed via email, web, or social media. Observations can be done in person or remotely and can be passive or participatory. Workshops are group sessions where business users collaborate to generate ideas, explore scenarios, test prototypes, or validate assumptions. Usability tests evaluate how easy it is for business users to use your solution. These tests can be done in a lab, in the field, or online and involve tasks, scenarios, or questions.

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Paula Mogollón Mejía

CX strategist and Service designer / M.A in Service Design at Savannah College of Arts and Design
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The key is not utilizing particular research methods, but understanding how to sequence and integrate insights across methods. The order matters - qualitative interviews prior to a quantitative survey allow the former's findings to inform the latter's questions. Additionally, beginning with a sharp hypothesis and research objective lends focus, enabling customer and user data collection to reveal answers to the right questions.

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3 Plan and prepare your research

Once you have chosen your research methods, you need to plan and prepare your research activities. This includes finding and contacting the right business users for your research, arranging the time, place, and mode of participation, and using incentives, referrals, or gatekeepers to recruit them. Additionally, you should develop and refine your research materials, such as interview guides or workshop agendas, ensuring clarity, validity, and reliability. Finally, you must choose and set up the tools and equipment you need to conduct your research. Beforehand, you should test these tools and equipment to avoid any technical issues during the research.

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4 Conduct and document your research

When you are ready to conduct your research with business users, there are some best practices you should follow to ensure a successful process. Building rapport and trust is key - establish a positive and respectful relationship, explain the purpose, process, and expectations of your research, ask for consent, assure confidentiality, and address any questions or concerns. Additionally, be flexible and adaptable - be open to new insights that may arise during your research and be prepared to deal with any challenges. Lastly, document and organize your data - collect and organize all data from your research such as audio recordings or artifacts, then label, transcribe, or summarize it as soon as possible after your research for accuracy and completeness.

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Siddhesh Rane

With Fissara, Manage your engineering teams in just 3 clicks!
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As we begin with the UX research, we need to document the research process and summarize the finding such that it communicates the user expectations from the product clearly to everyone. We begin with stakeholder interview followed by user surveys. Stakeholder interview can be conducted as one-on-one video call or telephonic call or a set of questionnaire. It defines the business needs & technical constraints. It's best documented as video recording. User survey can also take many forms such as card sorting, eyetracking test, surveys or questionnaires. These can be collectively documented in forms of photos, video recordings or an excel file. Remember to revisit old findings & initial problem statement as we keep iterating the design.

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5 Analyze and communicate your findings

After conducting research with business users, analyzing and communicating your findings is essential to inform design decisions and actions. This includes sorting, filtering, coding, or categorizing data to identify patterns, themes, or insights. Additionally, creating a clear and compelling report or presentation that summarizes your findings and provides actionable recommendations is important. Visual aids like charts, graphs, quotes, or photos can also support your findings. Finally, engaging and collaborating with stakeholders by sharing and discussing your findings is important. You should solicit feedback, address questions, or resolve conflicts; furthermore, involving stakeholders in the next steps of the design process is crucial.

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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?

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How do you conduct UX research with business users?

1

2

3

4

5

6

1 Understand the business context

2 Choose the right research methods

3 Plan and prepare your research

4 Conduct and document your research

5 Analyze and communicate your findings

6 Here’s what else to consider

User Experience

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How do you conduct UX research with business users?

1

2

3

4

5

6

1 Understand the business context

2 Choose the right research methods

3 Plan and prepare your research

4 Conduct and document your research

5 Analyze and communicate your findings

6 Here’s what else to consider

User Experience

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感谢您的反馈

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