Observational Methods
Shadowing
Shadowing gives teams a repeatable qualitative research practice. It keeps everyone aligned around feedback & improvement by helping you gain insights into the user's natural behavior, activities, relationships, emotions, environment, and context. Grounded in observational methods, the method turns insight into tangible next steps.
Goal
Feedback & Improvement
Group
Qualitative Research
Users
Direct User Involvement
Overview
Shadowing is a research method where researchers closely observe individuals as they go about their daily activities, work, or interactions. By following participants and witnessing their experiences firsthand, Shadowing provides in-depth insights into behaviors, contexts, and implicit needs. It's used in ethnography, user research, and organizational studies, where immersive observation uncovers nuanced understanding and empathy, guiding authentic and user-centered design.
Step-by-Step Procedure
8 steps to complete
1
Define Research Objectives
Identify the goals you want to achieve through shadowing. What specific information do you need to gather and which aspects of user experience are you trying to understand?
2
Identify Participants
Determine the target users who will be a part of the shadowing process. Participants should represent your user base and perform tasks relevant to your research objectives.
3
Plan and Design Shadowing Session
Develop a detailed plan for the shadowing session, including the location, setting, and context for the observation. Decide on the tasks users will be performing and the equipment needed (note-taking tools, recording devices, etc.).
4
Establish Trust with Participants
Contact participants and explain the purpose and process of shadowing. Make sure they are comfortable being observed and understand that their actions are the focus, not their performance. Obtain informed consent for documenting and using their data.
5
Conduct the Shadowing Session
Follow the users while they perform their tasks in their environment. Observe and document their actions, behaviors, and interactions with the product or service. Refrain from intervening or influencing their behavior. Record the session if possible, while keeping the participants' privacy in mind.
6
Debrief Participants
At the end of the shadowing session, discuss the experience with the participants. Ask them to share any feedback or insights, and address any questions or concerns they may have.
7
Analyze and Synthesize Data
Sort, organize, and analyze the data gathered during the shadowing session. Look for patterns, themes, and insights related to your research objectives. Synthesize your findings into a cohesive understanding of user behavior and experience.
8
Report Findings
Present the results of the shadowing session to stakeholders and team members. Highlight key insights, suggest improvements, and discuss any follow-up studies or actions. Ensure the findings are actionable and relevant to your project or product development.
Method Complete
Real-World Examples
See how this method is applied in practice
Understanding Deal Discovery Behavior
Research conducted with Groupon users to understand how they discover and evaluate local deals. Participants included frequent buyers in the Food & Drink and Health & Beauty categories, as well as occasional users. The study revealed that users rely heavily on personalized recommendations and location-based filtering, with visual imagery and merchant ratings being key decision factors. Users also expressed interest in occasion-based browsing like "date night deals" or "weekend activities."
Local Merchant Experience Research
Study with restaurant, spa, and fitness business owners to understand their experience with Groupon's merchant platform. Participants included both new merchants in onboarding and experienced merchants running multiple campaigns. Findings showed merchants struggled with understanding optimal pricing strategies, setting deal capacity, and interpreting performance analytics. Many requested competitive benchmarking and seasonal promotion guidance.
Deal Redemption Experience Study
Research with Groupon customers who recently redeemed deals at local businesses. The study focused on the in-person redemption experience, including showing vouchers to merchants, handling booking requirements, and resolving issues. Insights revealed that users felt anxious about merchant acceptance and wanted clearer communication about what to expect during redemption.
Deliverables
What you'll produce from this method
Research Plan
A detailed document outlining the objectives, methodology, participant recruitment strategy, and timeline for the shadowing study.
Participant Consent Forms
Signed documents from all participants, acknowledging their understanding of the study and granting permission for researchers to observe and document their interactions with the product or service.
Observation Notes
Raw data consisting of the documented observations, thoughts, and insights gathered during the shadowing sessions with each participant.
Time-stamped Video Recordings
Video recordings of the entire shadowing sessions, capturing participants' interactions, non-verbal cues, and verbal feedback in context with timestamps to mark important moments and comments.
Contextual Inquiries
A set of documented in-depth, open-ended questions that researchers ask participants throughout or after the shadowing session to better understand their tasks, motivations, pain points, and successes.
Affinity Diagrams
Visual representation of key findings and insights, organized into related themes and groups, to help in discovering patterns and understanding the underlying conditions affecting users' behaviors and experiences.
User Journeys Map
A visual representation of users' interactions with the product or service, highlighting their goals, actions, emotions, and pain points at different stages of their experiences.
Usability Issues and Recommendations
A compiled list of identified usability problems, ranked by severity, and accompanied by evidence-based design recommendations to address these issues.
Shadowing Report
A comprehensive account of the study's objectives, methods, findings, and recommendations, including context from observation notes, video recordings, and other relevant data sources.
Presentation of Findings
A concise, visually compelling presentation summarizing the research insights and key recommendations, tailored to the audience of stakeholders, designers, or product teams.
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