The Cambridge Consultants process is to observe how people interact with a product, uncover real-life problems users encounter and then provide actionable recommendations on how to resolve the problems. Towards that end, the process involves the following steps:

• Determining the questions you need answered
• Recruiting the right participants
• Focusing on the right tasks to elicit realistic behavior
• Noting behavioral and verbal responses
• Probing to uncover underlying thoughts and attitudes
• Documenting feedback and providing actionable recommendations

FAQs about user research:

Why is user research better than 'common sense'?

It's difficult to see thing objectively when you know your own product so well. And personal opinions from team members and stakeholders are rarely representative of the audience you're trying to serve. There is simply no substitute for actual customer feedback to give you real data to make business and design decisions.

What is usability testing?

Usability testing involves having targeted customers perform certain tasks while interacting with a product. It provides first-hand insights into how users experience the website or application.

What are the benefits of usability testing?

In short, usability testing will determine which aspects of the product work well, and which do not. It uncovers specific issues that hamper ease of use and provides actionable solutions to address the issues. Usability testing can also identify potential areas for improvement to help users better achieve their goals.

When is the best time to conduct a usability test?

Conduct a usability test when you want to understand how your customers interact with your application or website. A website or application can be tested in the earliest conceptual phase and provide useful information to validate that the direction is on track. Once basic design work has begun, testing can also be conducted on a paper prototype (e.g., printed page mockups) or on a more interactive prototype (e.g., product pages that are linked together to give the impression of real-life interaction). In an ideal setting, testing is conducted before the expensive and time-consuming process of developing the product begins. But usability tests can and do occur at any time in the development cycle -- either before or after a product has been released to customers.

How long does it take to get data from usability testing?

Timeframes will vary depending on the readiness of the product for testing, the type of test and the number of participants to be tested. In a best-case scenario where the project team knows their goals, can deliver a product ready for testing, and has customers to recruit for participation, a usability test can be conducted and findings delivered 3 weeks after the project kickoff.

Where does user research take place?

Many forms of user research (including usability testing and focus groups) take place in a lab environment. Usability rental facilities are available for clients who want to observe test sessions but lack an in-house lab, or a simple conference room works fine when budgets are tight. Field studies take place in the user's natural environment - typically an office or home. Online testing and surveys are done remotely on the customer's own computer, and heuristic evaluations and design reviews are conducted offline by Cambridge Consultants staff.