User Research
& Insight:
Defining the Problem

User Research
& Insight:
Defining the Problem

Your users can’t always tell you what they need in the clearest terms. We are adept at uncovering their underlying concerns and translating them into solutions that are truly valued.

We apply that art to defining and solving highly complex problems. For instance, to understand inefficiencies in commercial aircraft maintenance, we conducted an ethnographic and contextual inquiry study of over 150 airline mechanics and engineers around the world.

Then through activities such as affinity diagramming, persona development and customer journey mapping, we synthesized thousands of technical findings into actionable insight to streamline airline maintenance operations.

Along the way we drew on stakeholder interviews and workshops, as well as quantitative voice of the customer research, to inform, supplement and validate our qualitative in-situ findings.

As bold as this research project was, it is just the type of challenge we tackle every day at EffectiveUI.

“After going through the presentation I have to say I was blown away. The methodology, structured interviews, detailed customer feedback and analysis resulted in a compelling story about the user experience.

The results were undeniable. The EffectiveUI team is the A team at defining and helping architect the user experience. I went from skeptic to convert after seeing how EffectiveUI does their work and delivers results.”

Work with Us

Key Research Activities

  • Ethnographic research
  • Contextual inquiry
  • Persona development
  • Scenario mapping
  • Customer journey mapping
  • Contextual mapping
  • Behavioral modeling
  • Voice of the customer
  • MaxDiff
  • Kano modeling
  • Large-sample surveys
  • Usability testing
  • Stakeholder interviews and workshops
  • Business deep dive
  • Competitive benchmarking
  • Data and analytics assessment