Observation & Contextual Interviews

Two methods used in combination to unlock fundamental UX insights.

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What are observation and contextual interviews?

Observation means collecting information about the actions, behaviour, or effects of the behaviour of a user. Observation can be used at various points in a project. At the beginning of a project, it provides fundamental insights into the behaviour of users and the problems they face. Observation can also be used to assess the completed product at the end of a project. Contextual interviews can be used alongside observation to confirm findings established during observation and gather additional information. To ensure that interviews focus on the context of use, they are always carried out in an appropriate environment. Using both methods in combination, we can identify the needs of your target audience and the problems they face. The results of the observations and contextual interviews can be carried over into personas or requirements documents.

How we approach observation

Planning

Working with you, we define which users will be observed in what context.

Observation

The user is observed while he or she is interacting with your product. Important information – including behaviours, interactions and conditions in the surrounding environment – are recorded.

Reflection

We reflect on our observations and identify potential questions or subject areas which could be addressed in an interview.

Contextual interviews

Users are interviewed either while they are being observed or afterwards. The goal of the interview is to obtain additional insights into the experiences and attitudes of the interviewee.

Data analysis

We analyse our observation and interview data. The findings from the observations and contextual interviews are collated and used to identify recommended actions.

Benefits of user observation and contextual interviews

Context of use plays a role

The context in which your target audience uses your product is taken into account during observation and contextual interviews.

Understand your target audience

The results will give you a better understanding of your target audience and their behaviour on your website or in your online shop.

Can be carried out anywhere

Observation and contextual interviews can be carried out wherever the users are.

No distortions

Because observation is carried out in the user's real environment, there is no risk of distortion from specially provided test environments.

When are observation and contextual interviews useful?

Gain a deeper understanding: observation and contextual interviews enable us to gain a deeper understanding of how users act in a particular context and how they perceive their experiences and attitudes. This can help identify complex behaviours and relationships that might not be discernible when other methods are used.

Contextual relevance: as observation and contextual interviews are conducted in a particular context, the findings they generate may be especially relevant and may speak to the specific needs and challenges encountered in that context.

We are there for you  

Our skilled user experience and UI design team have a thorough knowledge of the various observations and contextual interviews methodologies and will be happy to answer any questions you may have.  

UX Design Team

What makes Arcmedia special

Personal advice

With our personal, expert advice, your questions and concerns will never go unanswered.

A wealth of experience

We have been at home in the digital world since 1995. Take advantage of our expertise and experience.

Transparent communication

To guaranteeing transparent communication, we work with the established project management tool Jira.

Our values

“Humanity”, “guidance” and “progressiveness” guide us in our daily work. And it is a central goal that every project comes in on time, on budget and on scope.