UX Qualitative Research: StartUp Mobile App

Mobile Discovery & Design workshop
-Startup Food Delivery Service
UX Qualitative Research / 6-step UX Process

Margaret Seymour
~NN/g UX Research Specialist certified

Workshop Case Study

Research Goals

Background: UX Qualitative Research 5-day in case study format

Scenario: UX Researcher for a startup planning to enter the global food delivery market. The team hasn't developed the service or design yet. We want to:

  • Begin with a thorough understanding of customer needs

  • Learn from the mistakes of existing competitors (like Uber Eats)

  • Find opportunities to differentiate from competitors

User groups, top tasks

  • Customers ordering food

  • Drivers picking up and delivering food

  • Restaurants accepting and filling orders


Passed 30 hours of UX Research & 30 hours of Interaction Design

Passed 30 hours of UX Research & 30 hours of Interaction Design


Created 4 research goals

Research goal formula: Action Verb + User Group + Area of Interest

Example action verbs: Understand, Learn About, Determine, Find, Compare, Assess

1. Understand the experience repeat, frequent customers of food delivery apps have over a typical week: diary study

2. Understand how difficult or easy it is to place an order: usability test

3. Understand what difficulties competitor Uber Eats restaurants have as they receive and place orders: field study

4. Understand which food delivery apps people use and why: user interview

User Interviews
Wrote recruitment profile

Who would be a realistic user of our product?

  • Users who live in a city (not rural area)

  • Has used or uses delivery app (consider frequency)

  • Not currently affiliated with any food delivery app

Screener Questions

  • How frequently do you order food with an app?

    • I never order food

    • Once a week

    • 2-3 times a week

    • 4+ times a week

  • Do you work with any of the following delivery services? (screen-out)

Wrote interview guide
  1. Finalized research goals

  • Learn which food ordering mobile apps people use and why.

  • Discover what motivates a user to use the app.

  • Uncover the drivers behind users food choices.

  • Uncover what are the user's end-to-end experiences (pain points, positives) with food apps?

  1. Brainstormed interview questions, grouped and associated

Team results, Miro tool

Team results, Miro tool

  1. Organized into interview guide template

-scroll screen images to see more-



Conducted user interview

Usability Test

Set participant roles

Facilitator I was a Facilitator. I administered the test.

Participant takes test

Observers take notes

Wrote tasks


Chose goal to test
Chose task flows connected to research goals

Chose task flows connected to research goals

Set tasks


Conducted usability test


Affinity mapped results into groups
team results, Miro tool

team results, Miro tool

Field Study
Took notes of field study video

  • What the participant did

  • What the participant said

  • Tools, devices & objects participant uses

  • Anything in the participant's environment

  • Questions that come to mind



Research Analysis


Identified usability issues


Created preliminary severity codes



Affinity mapped interview data

Assigned severity code to each group

-scroll screen image to see all-

Team affinity mapping results, Miro

Team affinity mapping results, Miro

Shared insight


Themes and insight

  • What's important to people when they use an app?

  • What attracts people to use a specific app?

  • What stops people from using a specific app?

  • What are some pain points, gaps, or challenges in the user journey (process?)