Part 2: User research, surveys, interviews and personas

Module 3 · Sun 26 Jul

User research = duniya ko user ki side se dekhna, apne assumptions se nahi. Har method alag sawaal ka jawab deta hai: interviews batate hain kyun, analytics batate hain kya, usability tests batate hain ki woh use kar paate hain ya nahi, A/B tests batate hain ki outcome improve hota hai ya nahi.

• Surveys breadth dete hain - lekin sirf sahi audience, chhoti length, ek neutral option, aur ideally 100+ responses ke saath.
• Passive observation natural behaviour dikhata hai; active observation dikhata hai ki log task mein kahan atakte hain.
• Interviews: pehle trust banao, real past behaviour ke baare mein poocho, "kya aap X use karoge?" nahi. Rule of thumb: qualitative insight ke liye lagbhag 10 interviews.

Segmentation (kisko target karna hai: demographic, geographic, behavioural, need-based) persona se pehle aata hai (ek humanised insaan jo us segment ko represent kare). B2B mein end users, buyers aur IT/security, sabko research karo - unhe alag cheezein chahiye.

Class exercises: ek Zepto-style subscription idea (recurring needs ke liye tabhi kaam karta hai jab pause/skip built in ho), aur malls aur airports par Uber pickup confusion - scope narrow karo, ~10 riders aur drivers se baat karo, open questions poocho. Discovery uncertainty kam karti hai; aapka favourite solution prove nahi karti.