The Power of Observation: Unlocking User Insights through Contextual Inquiry
What is Contextual Inquiry?
Contextual inquiry is a discovery method that involves meeting users at the location where they encounter problems or use products. By observing users in their context, researchers can gain a deeper understanding of their needs, pain points, and behaviors. This approach helps product teams design solutions that are tailored to users’ specific needs and workflows.
Applying Contextual Inquiry
To apply contextual inquiry, product teams should start by revisiting their UX research notes and identifying user segments to focus on. For each segment, researchers should aim to visit at least 5-6 users and spend 1-2 hours observing and interviewing them. The goal is to be flexible and adapt to the user’s workflow, asking questions and taking notes as needed.
### Sample Research Plan * Identify user segments * Recruit 5-6 users per segment * Conduct 1-2 hour observation and interview sessions * Take notes and ask follow-up questions as needed
Choosing Active or Passive Inquiry
There are two types of contextual inquiry: active and passive. Active inquiry involves interrupting the user during observation to ask questions, while passive inquiry involves observing without interruption. Researchers should choose the approach that best suits the user’s workflow and comfort level.
- Active Inquiry: Interrupt the user to ask questions and clarify observations
- Passive Inquiry: Observe without interruption, taking note of user behavior and workflows
Summarizing Observations
After observing and interviewing users, researchers should summarize their findings and confirm them with the user. This helps prevent misinterpretation and ensures that the insights gathered are accurate. Researchers should also be aware of external influences and consider the complexity of real-life workflows.
### Sample Observation Summary * User quote: "I love using this feature, but it's hard to find" * Observation: User struggled to locate feature in navigation menu * Insight: Feature is valuable, but usability issues need to be addressed
Challenges and Limitations
Contextual inquiry requires a significant time commitment from product teams and can be challenging to recruit users. Additionally, researchers must be mindful of confirmation bias and avoid assuming that observations apply to all users. To overcome these challenges, teams can use quantitative methods to validate findings and involve customer success teams in the recruitment process.
- Recruitment challenges: Partner with customer success teams to identify and recruit users
- Confirmation bias: Use quantitative methods to validate findings and ensure accuracy
Real-Life Applications
Contextual inquiry has been successfully applied in various industries, including B2B marketplaces and micro-mobility companies. By observing users in their natural environment, product teams have gained valuable insights into user behavior and designed solutions that meet specific needs.
Read a case study on how contextual inquiry improved user experience for a B2B marketplace