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


UX Research for a Mobile App

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

UX Research for a Mobile App

Team results, Miro tool

  1. Organized into interview guide template

-scroll screen images to see more-

UX Research for a Mobile App


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
UX Research for a Mobile App


Chose goal to test
UX Research for a Mobile App

Chose task flows connected to research goals

Set tasks
UX Research for a Mobile App


Conducted usability test
UX Research for a Mobile App


Affinity mapped results into groups
UX Research for a Mobile App

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

UX Research for a Mobile App


Research Analysis


Identified usability issues
UX Research for a Mobile App


Created preliminary severity codes

UX Research for a Mobile App


Affinity mapped interview data

Assigned severity code to each group

-scroll screen image to see all-

UX Research for a Mobile App

Team affinity mapping results, Miro

Shared insight
UX Research for a Mobile App


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?)