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Service Design Masterclass - User Research Fundamentals

Name: Service Design Masterclass - User Research Fundamentals
Rating: 4.6 (35 reviews)

Gain in-depth insights in how to conduct user research (incl. theory, techniques, cases, frameworks, and more).

Highest Rated

Created byThibault Dubois

Last updated 7/2024

English

What you'll learn

1. Service Design Introduction - Understand why Service Design is needed and how it helps businesses to survive and even thrive.
2. User research scope & question - Define the scope of your research and formulate highly accurate research questions.
3. Research planning - Plan and structure your research by correctly tailoring the research parameters to your scope.
4. Data collection methods - Capture data using 5 data collection methodologies such as desk research, self-ethnographic research, participant approaches, etc.
5. User research deliverables - Transform your data into actionable insights by using 7 user research deliverables (e.g. desk research, user journeys, reports)
6. Leverage deliverables - Acquire key insights into how user research deliverables can be further used in the service design process.
7. Case in point - Gain practical insights into 6 real-life user research cases.
8. Project time - Apply what you learned through a project
9. Stakeholder mgmt. plan - Avoid common failures by applying a sound stakeholder management plan (e.g. RACI, Power-interest matrix, governance plan, etc.)

Course content

9 sections • 65 lectures • 4h 42m total length

Why service design3:46
Why user research3:51
Service design process2:26
User research process1:58

Introduction0:59
Embark on your research journey by defining good research questions and shaping the scope to ensure you solve the right problem before choosing methods.
What are your thoughts?0:27
Formulate research question5:36
Formulate well defined research questions to focus on the right problem and align stakeholders. Start broad from client briefs, narrow to questions; use open and closed items, test, and revise.
Define research scope3:21
Key takeaways1:12
Project - Defining research questions1:50

Introduction2:45
Sample selection (part 1)8:07
Choose participants to ensure reliable research, avoid sampling bias, and apply probability sampling for large quantitative studies with a representative data set or non-probability sampling for qualitative insights.
Sample selection (part 2)3:50
Define research setting5:33
Define number of research loops4:21
Define sample size2:12
Key takeaways1:53
Apply sampling insights, including self-selected methods, and consider probability methods like cluster, systematic, and maximum variation sampling, while controlling for setting, using iterative loops, and sizing samples by patterns.
Project - Defining a research plan1:12

Introduction6:21
Best practice 1 - Mixing methods7:13
Best practice 2 - Mixing researchers2:45
Best practice 3 - Mixing data outputs3:37
Best practice 4 - Overt vs coverts research3:37
Method 1 - Desk research3:31
Method 2 - Self-ethnography4:04
Method 3 - Participant approaches6:31
Method 4 - Non-participant approaches6:40
Method 4 - Co-creative workshops11:34
Key takeaways2:06
Review five data collection methodologies and best practices for mixing methods and researchers, and preview desk research, self ethnography, participant observation, non-participant observation, and co-creative workshops.
Project - picking the right data collection method1:28

Introduction2:29
Best practices to transform your data4:00
Visualize data to reveal patterns, gaps, and empathy for your audience, and use peer review to improve traceability. Apply inductive and deductive codification to transform raw data into insights.
Research deliverable 1 - Research reports2:29
Research deliverable 2 - Research walls3:52
Research deliverable 3 - System maps2:49
Research deliverable 4 - Journey maps3:00
Research deliverable 5 - User personas2:38
Research deliverable 6 - User stories5:36
Research deliverable 7 - Jobs-to-be-done5:06
Key takeaways2:27
Project - From data to insights1:10

Introduction1:15
Case 1 – Invoicing solution for business owners10:17
Case 2 – Collaboration solution with accountants9:32
Case 3 – Platform to help companies launch their business10:56
Case 4 – Advisory offering within a bank’s financial markets9:07
Case 5 – Cashbacks via banking app9:15
Case 6 – Banking apps as one-stop digital marketplaces9:59
Explore how banks transform digital channels into a digital marketplace by integrating non-banking services for retail users, guided by surveys, interviews, and system and user journey maps.
Project brief 11:01

Introduction4:41
Identify stakeholders5:00
Identify internal and external stakeholders and map their influence using techniques like organograms, process mapping, mind maps, brainstorming, and documentation review.
Define roles and responsibilities9:50
Define and assign roles and responsibilities for stakeholders across business and it sides using the Rocky Matrix to clarify accountable, responsible, consulted, and informed tasks.
Define level of collaboration9:16
Map stakeholders' influence and interest with the power–interest matrix to determine collaboration levels for decision making across quadrants.
Define the communication plan3:18
Define the reporting approach10:11
Case in point3:15
Key takeaways1:48
Project brief 21:06

Requirements

This is a course accessible for starting and experienced professionals

Description

Welcome to "Service Design - Complete User Research Guide & Techniques"

Unlock the secrets of user research and master the techniques needed to conduct comprehensive and insightful research with our comprehensive course. Whether you're an aspiring user researcher, a product manager, or a business professional looking to enhance your skills, our course is designed to equip you with the expertise needed to conduct sound user research undertakings.

Why User Research Matters

User research is the cornerstone of successful service design. By understanding your users' needs, preferences, and behaviors, you can create products and services that truly resonate with your target audience. Whether you're designing a website, an app, or a physical product, user research ensures that your solutions meet real-world demands, leading to increased user satisfaction and business success.

What Will You Learn

In our comprehensive course, you'll delve into the intricacies of user research and gain practical skills that you can apply immediately. Here's a glimpse of what you'll learn:

Chapter 1 – Understanding Service Design: Learn why Service Design is crucial for businesses to not only survive but thrive in today's competitive landscape.
Chapter 2 – User Research Scope & Questions: Define the scope of your research and craft precise research questions to guide your investigation.
Chapter 3 – Research Planning: Plan and structure your research effectively, aligning it with your defined scope and objectives.
Chapter 4 – Data Collection Methods: Explore various data collection methodologies including desk research, self-ethnographic research, participant approaches, and more.
Chapter 5 – User Research Deliverables: Transform raw data into actionable insights using a variety of deliverables such as user journeys, reports, and more.
Chapter 6 – Leveraging Deliverables: Discover how user research deliverables can be utilized to enhance the service design process and drive meaningful improvements.
Chapter 7 – Real-Life Case Studies: Gain practical insights through real-life user research cases, understanding their challenges and solutions.
Chapter 8 – Project Time: Apply your newfound knowledge through a hands-on project, reinforcing your understanding of user research techniques.
Chapter 9 – Stakeholder management (extra lecture): Learn essential stakeholder management strategies to avoid common project failures, including tools like RACI, Power-interest matrix, and governance plans.

Why Choose This Course?

· Expert Instructor: due to my role as a consultant in one of the largest consulting firms I had the pleasure to conduct many user research engagements together with product managers, service designers and product owners.

· Practical Approach: theory is important but practice makes perfect. We always try to accompany theory with practical examples drawn from our own experience. This is why the course has a chapter fully dedicated to real-life cases and a project to further cement your knowledge.

· Handouts: Gain access to valuable resources and tools to support your learning journey and apply in your professional projects.

· Available Support: Receive personalized assistance whenever you have questions or need guidance throughout the course.

Convinced? Enroll today!

Enroll today and embark on a journey to become a proficient user researcher, equipped with the skills and knowledge to drive impactful service design solutions. Don't miss out on this opportunity to elevate your career and make a meaningful impact in the world of design and innovation.

Who this course is for:

Recent graduates looking to start a position as a service designer, a business analyst, a UX designer, a product manager, etc.
Junior user researchers and service designers wanting to strengthen their knowledge.
All professionals who are conducting user research in their field of expertise and looking for ways to improve their work.

Service Design Masterclass - User Research Fundamentals

What you'll learn

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Course content

Introduction4 lectures • 12min

Step 1 - Defining the research scope and the research question6 lectures • 13min

Step 2 - Planning your research8 lectures • 30min

Step 3 - Collecting your data12 lectures • 59min

Step 4 - Transforming your data into research deliverables11 lectures • 36min

Step 5 - Use insights5 lectures • 20min

Case in point and project8 lectures • 1hr 1min

Extra - Stakeholder management9 lectures • 48min

Wrapping up2 lectures • 3min

Requirements

Description

Who this course is for: