Observations

Introduction

Observation is one of the most fundamental and insightful research methods in UX design. It involves systematically watching users interact with a product, system, or environment to understand their needs, behaviors, and pain points. Unlike surveys or interviews, observation captures what users actually do rather than what they say they do, revealing gaps between intended and real-world usage.

For UX novices, mastering observation provides a strong foundation for designing user-centered solutions that truly address user needs.

What is “Observation” in UX?

Observation in UX refers to the process of watching users engage with a product or service in their natural environment. It helps identify usability issues, friction points, and unspoken needs that might not surface through direct questioning.

Examples of observation in Action:

- E-commerce checkout: Watching users complete a purchase to detect moments of hesitation or confusion.
- Mobile app navigation: Observing how users navigate an app and whether they get stuck at certain points.
- Physical store layout: Understanding how customers move through a retail space to optimize signage and product placement.

There are two main types of observation:

Direct observation – The UX researcher is present, either in person or virtually, watching the user interact with the system.
Indirect observation – User behavior is captured via recordings, analytics, or AI tools, providing insights without researcher interference.

Why use the observation Method?

Value in UX Work:

Reveals hidden pain points – Users may not articulate their struggles, but their behavior exposes usability flaws.
Enhances decision-making – Data-driven insights from real user interactions help inform design decisions.
Supports iterative design – Continuous observation throughout the design process ensures alignment with user needs.

ROI and business impact:

Reduces costly redesigns: Catching usability issues early prevents expensive fixes post-launch.
Increases user retention: Improved usability leads to higher engagement and lower churn rates.
Drives competitive advantage: Products that are intuitive and user-friendly gain market preference

Step by Step Guide

1. Definition 2. Define your observation approach 3. Recruit participants 4. Prepare the observation 5. Observe the user 6. Refine de the results 7. Present the results

Step 01

Kickoff workshop

Organise a kick-off workshop with the main project stakeholders to decide on the target audience and what you want to observe.

Don’t invite too many people, but make sure to include:

At least 1 business stakeholder
Product Owner
UX Designer

Kick off workshop template

How to use the kick-off template?

You start the workshop by recapping the goals identified in the general kick-off of the project.
Every participant lists up the assumptions that he/she has and wants to explore during the observation. Double post-its are clustered together.
The team chooses the three clusters that have the highest priority and that should definitely be explored in the observations.
Discuss which characteristics the participants should have.
Finally, decide on a timing and which stakeholders to involve.

STEP 02

Define your observation approach

Following the kick-off workshop, start defining more in detail what you want to learn based on your assumptions. Based on those learning points you can identify the observation method and what you have to pay attention during the observation.

For example:

I want to learn how the customer naturally uses the product or service.
Focus on the body language of the user

Step 03

Recruit your participants

Recruiting participants is not needed when you choose for an observation method for which you observe random people for a short time (e.g. shop clients). However, for most observation methods (e.g. shadowing), you will need to recruit participants on certain criteria.

A qualitative observation requires at least 5 participants per user segment.

There are multiple channels that you can use to recruit participants. The most common way is to work with an external panel partner.

Recruitment template

When you work together with a recruitment agency, make sure to clearly communicate the criteria that the participants should meet.

How to use the recruitment briefing template?

Start by indicating the research method and the amount of participants.
Fill in the characteristics of your target audience. Every additional requirement makes it harder to find participants, so only fill in the relevant fields!
Indicate the timeslots in which the sessions can be palnned.
Choose the incentive that participants should receive, and decide if the agency has to pay them out or if you do it yourself.

Download template

Step 04

Prepare the observation

Prepare the observation guide with the points to observe. Keep in mind that an observation is unpredictable so keep the guide simple.
- Start with a short interview to understand the users’ role and his attitude towards the situation/tool you are researching.
- The main body of the observation guide is the observation itself. The only thing you can prepare for this is listing the assumptions that you defined upront, so you can pay extra attention to them during the observation.
- An observation study is usually ended by a structured interview to get more context on the observed behavior (“Why did you do X?”)
Double check the observation location up front. If you go observe the user in his natural habitat, find out where you can observe or record the user from a comfortable distance.
Prepare a checklist. Write down things that you or the user has to bring or prepare to be able to perform the taks. E.g the user has to open a tool that they use on a daily basis.

Step 05

Observe the user (3-5 days)

How to run an observation?

Introduce yourself, try to make the user feel at ease and ask for consent.
Start by a short introductory interview to understand the role and attitude towards the situation/tool.
Try to observe the user from a distance and try not to intrude during the user journey.
Take rough notes of what they do and take some time after the observation to complete your notes.
Try to find patterns to focus on during the different observations

How to make participants feel at ease?

Do some small talk on the way to the room. Ask them if they want to drink something.
Acknowledge that observation can be awkward. Ask them to behave as naturally as possible.
“We are researching the situation/tool, not you. So you can’t do anything wrong.”

Observation template

How to use the observation guide template?

In the Intro tab, you can find a typical introduction text for an observation session.
Prepare your questions for the pre-interview in the Preliminary ITW tab. You can also take notes there.
Use the Observation tab to write down both your contextual and task/workflow related observations. After the session, you can complete the gain/goals/pain columns to analyse the findings more in detail.

Step 06

Refine the results

You can use the observation guide template again.

Read through your observation findings and list up the gains the participant is trying to achieve, which goals/needs/wants he still has and which painpoints keep him from succesfully completing his goals.
For each of these categories, try to find patterns accross all sessions.

Step 07

Present the results

To report on the results, you can use the observation reporting template.

Start by filling in the research goals and set-up.
Start by explaining what you’ve learned about a typical user’s workflow and goals.
Then, describe each painpoint that you identified during the observation in detail.