lina m. rothman user experience researcher
lina m. rothman user experience researcher
My Process
Step 1: Align and Anchor
Step 2: Business Objectives &
Constraints
Step 3: Methods Selection
Step 4: Research Proposal
Step 5: Insights to Impact
I always start by building a collaborative partnerships and aligning with cross-functional stakeholders.
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Before diving into methods, I ask strategic questions to tailor the research design. I start by anchoring the study in the product's development stage:
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For 0-1 (Discovery), Generative Research is crucial to reveal unknowns and build a deep understanding of the problem space.
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If the product is in iterative design, Formative Research focuses on quick validation and feedback to empower designers.
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For mature products, Evaluative Research will measure performance - against competitors or earlier versions of the product (benchmarking).
With the research type defined, I next explore constraints. This includes looking at timelines, existing data, larger business objectives, risk, stakeholder consensus, available budget, and personnel.
Once these factors are clear, I finalize the research design and methods based on what stakeholders want to learn.
For example: If the goal is to understand user context, perceptions, motivations, or pain points, I'll typically design a qualitative study. This often involves techniques like interviews, cognitive walkthroughs, or contextual inquiry.
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However, if our aim is to measure things like task completion, error rates, time on task, rank, or experience scores, I'll design a quantitative study. This usually involves surveys or remote unmoderated A/B and usability tests.
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My studies often employ mixed methods, recognizing the strength that qualitative and quantitative studies offer when combined.
I will share a draft proposal with stakeholders to ensure we are aligned and integrate any feedback into the final research design.
I invite PMs, Designers, and Engineers to observe user sessions, so teams build empathy and understanding in real-time rather than relying on reports alone.
I conduct a mid-study check-in with stakeholders, and deliver a finalized research readout once the data is analyzed, synthesized, and framed as a compelling story.
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I debrief stakeholders after each study to integrate findings into the backlog and user stories.​​
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(A quick note on UX research methods...)
"I'm an elephant."
In the Buddhist, Jain, and Hindu parable of the Blind Men and the Elephant, six blind wise men encounter an elephant for the first time.
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Each forms a conclusion based solely on their limited sensory data. This is much like research - each method does its best to make sense of the data it surfaces.
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The advantage of UX research is that our elephants have a voice. Beyond the powerful toolkit of methods and metrics, listening is the core of user experience research. If our focus strays from listening and observing our users, then we may be doing research, but it won't be user-centered.