UX Research: Interviews, Usability Testing & Analysis
Typical mistake: a team launches a site, and within a month sees that 70% of users abandon the cart at the address entry stage. The reason: design is based on internal hypotheses, not data. We conduct UX research to replace assumptions with facts. Each method targets a specific problem: where users get lost, why they don't complete registration, what causes distrust. Our experience: 10+ years and 50+ projects in web development. Let us assess your project — contact us for a preliminary analysis.
Why UX Research Is Necessary?
Without research, you risk investing budget in features that no one needs. Statistics: sites that undergo usability testing increase conversion by an average of 40% (according to Nielsen Norman Group). We know how to turn non-obvious problems into measurable improvements. In-depth interviews are 3 times more effective than surveys for uncovering hidden problems — users may not articulate their needs, but they surface in dialogue.
Example from practice: in one project, we discovered that due to non-obvious navigation, the company was losing substantial sums monthly. After a redesign based on recommendations, conversion grew by 40%, bringing significant additional revenue.
Research Methods and When to Use Them
| Method | Type | When to Use | Approximate Timeline |
|---|---|---|---|
| In-depth interview | Qualitative | Understand context and motivation | 1–2 weeks for 5–8 interviews |
| Usability testing | Qualitative | Identify interface problems | 1–2 weeks for 5 participants |
| Web analytics | Quantitative | Assess problem scale | Always set up |
| A/B testing | Quantitative | Compare solution variants | 2–4 weeks per hypothesis |
Learn more about usability testing — a key method for identifying interface issues.
Qualitative Methods
In-depth interview (user interview) — a 45–60 minute conversation using a semi-structured guide. Goal: understand the user's life context, tasks, and pains. We don't ask 'did you like the site' — we ask 'tell me how you chose a contractor'. Typical sample: 5–8 people per segment. Five interviews reveal about 85% of qualitative problems — this is the saturation law described by Jacob Nielsen.
Contextual inquiry — the researcher observes the user at their workplace. Reveals workarounds that the user would never mention in an interview.
Usability testing — the user performs tasks with a prototype or site. The think-aloud method provides insight into the mental model.
Quantitative Methods
Analytics — Google Analytics 4 / Yandex.Metrica: paths, exit pages, conversion funnels. Answers 'what' but not 'why'. Heatmaps and session recordings — Hotjar, Microsoft Clarity — reveal 'dead zones' and unexpected clicks. A/B testing — comparing versions with traffic from 1000 unique visitors per group for 95% confidence. Surveys — NPS, CSAT, triggered surveys — scale qualitative hypotheses.
How to Choose a Research Method?
Choice depends on the product stage. Early stages: in-depth interviews and contextual inquiry. When a prototype exists: usability testing. After launch: analytics and A/B tests. Combine qualitative and quantitative methods for a complete picture.
How We Conduct Usability Testing (In-Depth Breakdown)
This method is our main one, and it's often done incorrectly. Here's a step-by-step guide.
- Recruiting. Critical step. We use Respond.io, Usertesting.com or VK targeting by interests. Criteria: experience, age, region, device.
- Tasks. We formulate from the user's goal: 'Buy size 42 sneakers by Friday' instead of 'Find the order button'.
- Moderation. We don't help. We stay silent when the user struggles. Questions: 'What are you thinking now?', 'What did you expect to see?'.
- Analysis. Affinity diagram: observations grouped by themes. Output: a priority matrix by frequency and severity. Critical problems go immediately to fix.
Sample size calculation example
For one segment, 5 interviews are enough to identify 85% of problems. If you need to cover 3 segments (e.g., B2B, B2C, partners), 15–24 interviews are required. Total duration: 3–5 weeks.Example from practice: For an IT outsourcer, we conducted 6 interviews with CTOs + 5 usability tests. We found that the audience wanted to see the tech stack and architecture, but the site showed services and testimonials. 4 out of 5 couldn't find case studies — they were in the 'Blog' section. After a redesign based on recommendations, conversion grew by 40%.
If you need a similar result, contact us for a preliminary analysis. We'll propose a research plan for your project.
What You Get as a Result?
- Research report: methodology, sample, key findings, recommendations.
- Affinity diagram in Miro or FigJam.
- Personas or JTBD maps (5–8 pieces).
- Prioritized backlog of issues with justification.
- Session recordings and heatmaps (if applicable).
Our Results in Numbers
We have been on the market for over 10 years, completed 50+ UX research projects. Average conversion increase after implementing recommendations: 40%. Savings on development due to early error detection: up to 30% of budget. This saves budget and reduces time-to-market.
Timelines
| Stage | Duration |
|---|---|
| Planning and recruiting | 1–2 weeks |
| Conducting 6–8 interviews | 1–2 weeks |
| Analysis and report | 1 week |
| Total qualitative research | 3–5 weeks |
| Quick usability testing (5 participants online) | 1–2 weeks |
Order turnkey UX research. Get a consultation on methodology and timelines: contact us for a preliminary evaluation.