User Interviews & Contextual Enquiry
The outputs from user interviews and contextual enquiry studies are specifically designed
to form the foundation of your entire website strategy. Planning
your website strategy around your users' goals and needs, as identified in the user
interviews, has the following benefits:
- Your website will achieve your business goals both in the short- and long-term
- Users will easily be able to (and want to) achieve your goals for them
- Key stakeholders will better understand your users so will make better decisions
After the user interviews and contextual enquiry study we'll have a full understanding
of your users' precise needs and goals. We can then help you develop a comprehensive
strategy for your website based around the following key deliverables:
- Personas (usually 2-6 in total)
Each persona is a fictional character representing one particular group of users.
They're created after rigorously analysing and categorising the data from the
- Features matrix
A features matrix presents a list of proposed new content and functionality for the
site. All ideas for content and functionality are based solely around fulfilling
users’ needs and achieving your business goals.
- Report & presentation
We'll produce a summary report, highlighting the process that we went through and
the main findings from the user research. We'll also present these findings to
you, as well as introducing the personas and explaining the features matrix.
- Stakeholder interviews
The research process usually begins with us running interviews with key internal
stakeholders, in order to:
- Gain an initial understanding of your users and their needs
- Find out about any existing customer research
- Understand your business objectives (both for the organisation and for the website
- Learn about the proposed strategy and plans for the new website
We may also run a survey on your website to uncover exactly
who's using the site and what their goals are.
- User interviews
We'll conduct in-depth interviews with up to 20 typical website users, based on the
user groups initially identified by the stakeholder interviews. User interviews
usually include ad hoc usability testing to see first-hand
how users go about completing tasks on yours and competitor’s sites.
The aim of this user research phase is to fully identify key user groups and
- What the website needs to do so they achieve your business goals
- Their goals, needs, behaviour, attitudes and motivations
- What kind of functionality they would realistically use
- Exactly how they go about completing key tasks on the website
The user interviews will allow you to develop a website strategy whereby all user
groups can most effectively achieve your goals for them.
- Contextual enquiry
Interviews may be carried out in situ at user’s home or work, in a contextual enquiry format.
This can be a very powerful user research technique as we can observe users carrying
out tasks in their natural environment. We may also have users keep a diary of
their activities for a period before the interview.