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How to conduct structured field research for digital product design?

Field research is an invaluable tool that allows digital designers to create products more aligned with the real needs of users. This type of research consists of observing and analyzing the environment in which people interact with a service or product, and extracting valuable insights that will guide the design process. We invite you to immerse yourself in this essential practice that brings a significant change in how we perceive and create digital solutions.

What is field observation and why is it important?

Field observation involves being present in the place where the action we want to study occurs. In this case, you could visit a place where people plan a trip, such as a travel agency, and use a structured format to record your observations. These observations will allow you to collect direct information about the activities, environment, interactions, objects and people.

How to structure observations to maximize learning?

To get the maximum benefit from a field observation session, it is advisable to follow a structured format such as the one proposed in the resource content. This format is generally presented as a table that will guide you in:

1. Activities: Observe how people move around and what kind of routes they take. Ask yourself about the places where the action takes place. For example, are brochures reviewed in a travel agency?

2. Environment: Analyze the physical space where the action takes place. Ask about the lighting, colors, textures, hygiene, and messages present in the space. A curious fact might be the presence of posters of recommended cities in an agency, which could inspire travelers.

3. Interactions: Look at obstacles and how people interact with each other and with the space. A useful example would be how a personalized travel agent is assigned to each client.

4. Objects: Take note of the objects present, their location and how essential they are. In a travel agency, computers could be key to understanding how information should be displayed digitally in an app.

5. Users: Identify who are the people interacting in the place. Are there experts in certain cities? This can influence how you create a personalized experience in your digital product.

How to apply observations to a digital product?

Field observations, once collected, provide you with a rich source of data to make informed decisions. You could, for example, decide to:

• Incorporate images of popular cities into your digital platform to inspire users.
• Implement a chat system with virtual agents for personalized advice, replicating the trust generated by a human travel agent.
• Design adaptive interfaces that respond to mobile use, if you observed that customers prefer mobile devices to consult information.

What is the challenge of conducting field research?

The biggest challenge is to complete each quadrant of the observation format accurately and in detail. This process requires being alert, taking constant notes and evaluating every interaction and element present. In the end, all this information will help you determine which functionalities are most feasible to build and how to structure your digital proposition in a way that is successful and aligned with user needs.

Using a structured framework provides you with the discipline to not miss any significant detail. We invite you to embark on this challenge, share your experiences in the community and discover how this tool can transform your approach to product design.