There’s plenty of misunderstanding around user research, whether it’s the concept of validation or one-off anecdotes being thrown around as concrete evidence for a product decision.

用戶研究存在很多誤解，無論是驗證的概念還是一次性的軼事都被當作產品決策的具體證據。

As designers, you may be lucky enough to have a dedicated UX researcher on your team, or otherwise, be in the role of understanding, empathizing and communicating user findings yourself.

作為設計師，您可能很幸運，可以在您的團隊中擁有專門的UX研究人員，否則，您將自己理解，理解和交流用戶的發現。

Through experience, I have learned that user research is a hidden superpower when used in combination with design. If you want to make better design decisions, start with research. But with great powers, come great responsibilities. One unfortunate outcome after all the effort that goes into user research is that the findings falls onto deaf ears.

通過經驗，我發現與設計結合使用時，用戶研究是隱藏的超級能力。 如果要做出更好的設計決策，請從研究開始。 但是，有了強大的力量，就要承擔巨大的責任。 經過用戶研究的所有努力之后，一個不幸的結果是，這些發現充耳不聞。

Here’s some simple habits to help you make the most out of your next research effort.

這里有一些簡單的習慣，可以幫助您充分利用下一個研究成果。

1.確保研究見解可行 (1. Ensure research insights are actionable)

Understand the actionable part of your research:

了解您的研究的可行部分：

• Does your team have budget to take action? If the answer is no, your role might be to make a case for why more budget is necessary.
  您的團隊有預算采取行動嗎？ 如果答案是否定的，那么您的角色可能是弄清楚為什么需要更多的預算。
• Are there core features that your target customers must have?
  目標客戶必須具備哪些核心功能？
• Are you timing the studies so your research results have maximum impact?
  您是否正在安排研究時間，以便您的研究結果具有最大的影響？

Start your process with finding needs and gaps vs. selling solutions.

從發現需求和差距與銷售解決方案開始著手。

Reporting is half the effort. Analysis paralysis can be an uphill battle (for that part of us that likes to wade through all the data).

報告是事半功倍。 分析癱瘓可能是一場艱苦的戰斗(對于我們那部分喜歡瀏覽所有數據的人而言)。

Takeaway: In this age of information overload, too many meetings and cluttered inboxes, lead with ways for your audience to empathize, prioritize and take action.

總結：在這個信息超負荷的時代，太多的會議和混亂的收件箱引導著聽眾同情，優先考慮和采取行動。

2.好的研究應該縮小與客戶的差距 (2. Good research should narrow the gap to the customer)

There’s ways to make the process of learning from research more personal: you can add a mix of real stories along with data, invite as many cross discipline team members to be involved (while being practical about their time), and avoid the dreaded information dump at the end of a process by giving bite-sized updates.

有一些方法可以使研究學習的過程變得更加個人化：您可以將真實的故事與數據混合在一起，邀請盡可能多的跨學科團隊成員參與(在他們的時間上很實際)，并避免可怕的信息轉儲。在過程結束時，進行一口大小的更新。

Good presentation design matters. The presentation design shouldn’t overwhelm the information. Instead, incorporate the right image, visual or video clip rather than using a page full of text. Smaller chunks of information can make findings more palatable.

好的演示設計很重要。 演示設計不應壓倒信息。 而是合并正確的圖像，視覺或視頻剪輯，而不要使用充滿文本的頁面。 較小的信息塊可以使發現更可口。

It’s easy to get derailed by subjective opinions during share-outs (ex. I hate this shade of blue, I liked the old way better, etc.).

在股票分享過程中，主觀意見容易使人脫軌(例如，我討厭這種藍色陰影，我更喜歡舊的方式，等等)。

Takeaway: Focus of a product discussion around the customer, the hypothesis, and how well a proposed solution ultimately adds value to the customer.

要點：圍繞客戶，產品假設以及擬議解決方案最終為客戶增加價值的產品討論重點。

3.預期會出錯 (3. Anticipate that things will go wrong)

With Murphy’s Law, things that go could wrong, will.

借助墨菲定律，可能會出錯。

First, determine the right questions — what can feasibly be answered or can’t be answered with research and given method.

首先，確定正確的問題-通過研究和給定的方法可以回答或不能回答的問題。

Second, remember to over-recruit participants, assuming there will be no-shows, and that some people might just not be a good fit for the study even with a careful screener. Be wary of scope creep from too many stakeholders.

其次，請記住要招募過多的參與者，前提是他們沒有參加演出，而且即使經過仔細的篩選，有些人可能也不適合參加這項研究。 警惕范圍太多的利益相關者的潛移默化。

With any live session, there may be issues with call quality, connection or video. Try to have a backup for prototypes, such as a simple slideshow presentation. Make sure to pilot the sessions as it’s easy to miss things once you’ve begun feeling comfortable with the content.

在任何實時會話中，通話質量，連接或視頻都可能存在問題。 嘗試備份原型，例如簡單的幻燈片演示。 確保試點這些會話，因為一旦您對內容感到滿意后就很容易錯過一些東西。

Takeaway: Fresh eyes are helpful to check for leading questions and unnecessary jargon. Having another researcher check that your questions are answerable, neutral and clear.

要點：新鮮的眼睛有助于檢查主要問題和不必要的行話。 讓另一位研究人員檢查您的問題是否可以回答，保持中立和清晰。

4.謙虛地聽眾 (4. Moderate with the audience in mind)

Ramp up your question difficulty, to help someone get adjusted to the conversation.

提高您的提問難度，以幫助某人適應對話。

The experience of sharing feedback on a product is not always natural. You have to speak your thoughts out loud, to a stranger (who might be rapidly taking notes), sometimes over the internet. Your role as a researcher is to set expectations for how the session will go and make the person on the other side feel as comfortable as they can be given the situation.

分享產品反饋的經驗并不總是很自然。 您有時必須通過互聯網與陌生人(可能正在Swift記筆記)大聲說出自己的想法。 您作為研究人員的角色是對會議進行的方式設定期望，并使另一端的人盡可能地適應情況。

Takeaway: Note the contradictions between behavior and what people say. People enjoy helping others and are generally agreeable by nature. They will try to answer the question you ask and give you the answers you want (even if the question is poorly constructed).

要點：注意行為與人們所說的話之間的矛盾。 人們樂于幫助他人，并且自然而然地樂于接受。 他們將嘗試回答您提出的問題，并為您提供所需的答案(即使問題的構造不佳)。

5.追蹤核心問題 (5. Track the core questions)

Grouping questions under themes can help as you may be able to solve multiple problems in fewer actions.

將主題歸類為主題可以有所幫助，因為您可以用較少的動作解決多個問題。

Note whether you’re trying to understand “why” (qualitative) vs. “how many, how much, how often” (quantitative) questions. There’s a bias toward generalizing big data because of the numbers involved can fee l impressive and fail proof— surveying 500 people appears like a great thing as opposed to just doing interviews with 5 subject matter experts.

注意您是否要理解“為什么”(定性)與“多少，多少，多久”(定量)問題。 由于涉及的大量數據可能會給人留下深刻的印象和失敗的證據，因此傾向于對大數據進行概括—與不與5名主題專家進行訪談相比，對500人進行調查似乎是一件大事。

Yet without understanding the “why” behind actions, observing and listening for needs beyond what is obvious, big data can become a crutch for speculating that we already know what we’re looking for.

但是，如果不了解行動背后的“原因”，觀察和傾聽超出顯而易見的需求，大數據可能會成為推測我們已經知道要尋找的東西的拐杖。

Takeaway: At the end of the day, it’s ok to end up with more questions, as long as they are better questions.

要點：一天結束時，可以提出更多問題，只要它們是更好的問題即可。

結論 (Conclusion)

The process of continual learning is a necessary part of healthy product development. Designers can benefit by learning from user researchers, and vice versa. Try these habits to make sure your research efforts aren’t wasted!

持續學習的過程是健康產品開發的必要部分。 設計師可以通過向用戶研究人員學習而受益，反之亦然。 嘗試這些習慣，以確保您的研究工作不會浪費！