In any project, it is important to gain an understanding of the users' expectations, experiences, and needs to deliver a positive outcome. We want to thank you for coming to the Continue building better workflows by understanding your users lab. Below you will find a recap of the lab, a list of resources that will help you research journey and opportunities to participant in ServiceNow research.

Its worth mentioning that this framework is not limited to building a product and is applicable to many strategic initiatives, and especially relevant to those responsible for implementing and managing ServiceNow workflows in their organizations. 

Why understanding your users is important

Understanding your users ensures you deliver a solution rather than an invention. A solution implies the product takes into account user's thoughts, feelings, and behaviors. Additionally, understanding your users allows you to learn about their needs. User needs are key to product success as building for user needs increases the probability of success. To identify needs effectively, it requires a systematic and continuous process of understanding your users, thus, following the research process will guide you on your journey.

Overview of the research process

At a high level, these are the milestones for a research project. All are important in their own way, but identifying research objectives deserves a special call out. Clear research objectives are important because they establish direction. Research with unclear direction will not be conducted effectively because if you have vague direction you will get vague results. Research objectives also have implications for your study's methodology and general logistics because you make these decisions based on what puts you in the best position to answer your questions.

Qualities of great research objectives

Generally you want to have 3 - 5 objectives per study. The concern with having more is that you spread yourself to thin and reduce the quality of your findings.

1. Open ended and consider cause and effect
   • This refers to focusing on a topic with substance and sets you up to explore the interconnectedness of users.
2. Provide a path for more follow research
   
   • Compelling objectives often lead to more questions, which requires more research. 
3. Pass the so what test
   • Meaning they are of relevant and interest to others, usually tied to a business goal or something relevant going on at your organization.

UX Research Methods

There is no best method or type of research. There are many factors that go into selecting which one you should employ, but the choice is primarily driven by your research objectives.

Other factors you should consider:

1. General logistics
2. Time
3. Access to end users
4. Level of confidence in findings

How much data to collect?

What's more important than how many users you collect data from is that you are collecting data from people who are most representative of your end user. Generally, when conducting qualitative research the sample size is smaller whereas in quantitative research the sample size is larger.

It is important to remember that they are people and not just test subjects that provide data. You must keep ethics in mind regarding the types of questions you ask, obtaining consent to collect data, and how you handle and protect the collected data.

Writing your discussion guide

A discussion guide is a written roadmap of your interview conversation and the questions you want to ask.

Tips for structuring the questions in your discussion guide

1. Group related questions together
2. Start broad and then get more specific
3. Be mindful of question order

Tips for writing good interview questions

1. Open ended (What.., how..., why..., tell me about...)
2. Avoid leading questions

Moderating an interview

Tips to moderate like a pro

1. Involve your stakeholders
2. Have an observer/notetaker
3. Remember to stay neutral
4. Resist the urge to explain

Analysis

Tips for analyzing data

1. Check hypothesis and identify themes
2. Categorize or tag your data in a tool (ex., Excel, Miro)

Suggested reading:
Want to learn more about UX research methods and strategy? Here are some places to get started:

• NN/g Nielsen Norman Group
• MeasuringU
• dscout
• User Interviews
• UserTesting

Sign up to participate in ServiceNow research studies!

We want to ensure we are providing the best possible experience for all customers. To achieve this, we need your help to understand your ServiceNow experiences and needs. Research studies can range from 2 to 90 minutes, with compensation (if eligible). Learn more here or sign up now.