Skip to main content

Module 3: Strategic Planning

Defining the Problem and Roadmap

Learning objective: At the end of this module, you will be able to formulate clear and measurable research objectives, select appropriate methods according to context, and apply ethical principles in user research.

Estimated time: 2 - 2.5 hours

This module marks the transition from theory to practical action. Strategic Planning is the foundation of any research project, ensuring that limited resources are invested in obtaining the knowledge the business needs.

3.1. Defining Objectives and Research Questions

The planning stage begins long before choosing a tool; it starts with clarity about what needs to be known.

Defining the Research Problem

A useful research study depends on a clear statement of the problem. In the UX context, the problem is defined as the lack of information that needs to be resolved.

Before choosing a method, it's fundamental to be clear about:

  • What is the business objective?
  • What do we need to learn to achieve it?

The Research Question (RQ)

The research question is the heart of all the work. It's the backbone that will be constantly referred to.

Characteristics of a good research question:

  1. From General to Specific: An initial question is usually too vague. It must be refined to include contextual details.

  2. Includes Context: Who will use the product? For what task? In what domain? How will success be defined?

  3. Concise but Complex: Cannot be answered with a simple yes, no, or a number.

  4. Aligned with the Method: Qualitative questions seek to understand experiences ("what?", "how?", "why?"). Quantitative ones seek to measure ("how much?", "how often?").

Refinement example:

Vague Question Refined Question
"Do they like our app?" "What factors influence 25-35 year old users in Chile to complete the purchase process in our mobile app?"

Establishing SMART Objectives

Research objectives must be:

  • Specific: Clearly defined
  • Measurable: With clear success criteria
  • Achievable: Realistic with available resources
  • Relevant: Aligned with business
  • Time-bound: With time limit

Example of SMART objective:
"Identify the 3 main friction points in the checkout flow for new users during the next 4 weeks, through 8 usability tests."

3.2. The Map of UX Research Methods

User research can be applied at any stage of the design process. The choice of method depends on the objectives and phase of the project.

The Methods Matrix (Rohrer, 2014)

Christian Rohrer, from Nielsen Norman Group, proposed classifying methods according to three dimensions:

Dimension 1: Data Type

Qualitative Quantitative
Focuses on why and how Focuses on how much and how often
Observation and conversation Numerical values and metrics
Small samples Large samples
Generates hypotheses Validates hypotheses

Dimension 2: Focus

Attitudinal Behavioral
What users say What users do
Surveys, interviews Usability tests, analytics
Opinions and preferences Observable actions

Dimension 3: Usage Context

  • Is the product used during research?
  • Is it in-person or remote?
  • With moderator or unmoderated?

Research According to Project Phase

Phase Purpose Typical Methods
Discovery Know the user, identify needs, validate hypotheses Interviews, contextual observation, exploratory surveys
Conceptualization Validate concepts and early prototypes Card sorting, tree testing, tests with low-fidelity prototypes
Development Evaluate usability and refine design Usability tests, heuristic evaluation
Post-launch Measure satisfaction and detect problems Analytics, satisfaction surveys, A/B tests

Fundamental rule: The earlier research is conducted, the greater the impact on the product.

3.3. Scope, Resources, and Ethics

Planning Factors

The research plan must consider:

Financial Resources and Time:

  • What is the deadline for making a decision?
  • What budget is available?
  • The objection of "lack of time" is overcome by adjusting scope, not eliminating research.

Team and Tools:

  • Are there trained researchers available?
  • What tools are available (recording software, recruitment platforms)?

Access to Participants:

  • How will representative users be recruited?
  • What incentives will be offered?

The Importance of Stakeholder Interviews

Before starting any research, the Clarity process is crucial: the necessary conversation before beginning any project.

Meeting with stakeholders allows:

  • Identifying the real questions and concerns of the business
  • Aligning expectations about results
  • Ensuring findings will be actionable

In an ideal team:

  • UX is the carrier of the user's voice
  • Product (PO) is the carrier of the business voice
  • Development ensures technological feasibility

Ethics, Privacy, and Transparency

Ethics is a central priority in modern research.

Fundamental ethical principles:

  1. Informed Consent: Participants must understand what will be researched, how their data will be used, and have the freedom to withdraw at any time.

  2. Data Privacy: Comply with regulations like GDPR. Personal data must be anonymized and protected.

  3. Do No Harm: Avoid questions or tasks that may generate emotional distress.

  4. Transparency in Purpose: While in some cases the specific objective is hidden (to avoid participants altering their behavior), deception must be minimized and ethically justified.

Step by Step: Creating a Research Plan

  1. Define the problem: What information does the business need to make a decision?

  2. Formulate the research question: Refine it until it's specific and actionable.

  3. Establish SMART objectives: What will you achieve and how will you measure success?

  4. Select the method: Use Rohrer's matrix to choose according to your needs.

  5. Define the sample: How many participants? With what characteristics?

  6. Plan logistics: Schedule, tools, recruitment, incentives.

  7. Prepare ethical documents: Informed consent, confidentiality agreement.

Template: UX Research Plan

UX RESEARCH PLAN

Project: [Name]
Date: [MM/DD/YYYY]
Lead Researcher: [Name]

1. BUSINESS CONTEXT
   - Business problem:
   - Decision to be made:
   - Decision deadline:

2. RESEARCH QUESTION
   - Main question:
   - Sub-questions:

3. OBJECTIVES
   - General objective:
   - Specific objectives (SMART):

4. METHODOLOGY
   - Selected method:
   - Justification:
   - Approach: [ ] Qualitative [ ] Quantitative [ ] Mixed

5. PARTICIPANTS
   - Target user profile:
   - Sample size:
   - Inclusion criteria:
   - Exclusion criteria:
   - Recruitment method:
   - Incentive:

6. LOGISTICS
   - Duration per session:
   - Modality: [ ] In-person [ ] Remote
   - Tools:
   - Schedule:

7. DELIVERABLES
   - Report format:
   - Delivery date:
   - Audience:

8. ETHICAL CONSIDERATIONS
   - Informed consent: [ ] Yes
   - Data anonymization: [ ] Yes
   - Secure storage: [ ] Yes

Module 3 References

  • Rohrer, C. (2014). When to Use Which User-Experience Research Methods. Nielsen Norman Group.
  • Portigal, S. (2013). Interviewing Users: How to Uncover Compelling Insights. Rosenfeld Media.
  • Goodman, E., Kuniavsky, M., & Moed, A. (2012). Observing the User Experience: A Practitioner's Guide to User Research. Morgan Kaufmann.