ฝึกพูดภาษาอังกฤษด้วยเทคนิค Shadowing จากวิดีโอ: Storytelling in User Research

Most people think storytelling is about persuasion and how to communicate with impact.

While storytelling is certainly a skill that helps you be a better communicator, did you know it's also central to good user research?

Stories are what we collect in research and what we reference and communicate post-research sessions.

Let me give you three examples of how stories feature in user research and why they're important.

the first is that stories help us uncover insights

when we interview users in discovery we don't just collect answers

or facts we actually collect stories we ask users to tell

us about their experiences we do this by asking open-ended questions like tell me about a time where dot dot

or walk me through a typical day for you that's

because people can confidently and expertly tell about things that happened to them and what their experience felt like.

These stories reveal needs, pain points, expectations, often things people can't articulate in a direct answer.

So, stories in interviews are the vessel where insight lives.

They give us context.

They help us understand not just what happened, but why it mattered.

When running observational research, we also collect stories.

We watch people as they work at a task, and we note what they did and why.

These are stories.

And we often use them when describing what isn't working and why, or why we think something is needed or valuable.

Second, stories are what make insights intelligible.

When we hear people express things they care about in an abstract way, we can't make sense of it.

So we ask users to give us an example, i.e. a story.

This is because we need those stories to understand what users communicate to us.

It provides the necessary context for us to picture it, to tie it to something tangible.

In design research, context is everything.

Finally, stories are what drive action.

Many of us have been in a research session where a user does something completely unexpected.

The facilitator follows up and suddenly we're learning something we didn't anticipate.

Those moments stick.

And what happens next?

Well, we talk about it.

We debrief.

It sparks conversation.

That leads to action people start thinking differently designing with that moment in mind changing priorities

because when teams watch research it's the stories that stay with them not the metrics

these stories get remembered

and more importantly they get retold in stand-ups in roadmap planning

in design critiques they become a shorthand for a user need

or a broken flow or a product opportunity they shape how decisions get made that's

because storytelling is core to how humans process information we've used

stories to make sense of the world for generations long before we had written language.

Stories are how knowledge was passed down, how values were taught and how lessons we'll learn.

They're easy to remember, they're easy to share and in product teams that's what makes them powerful.

So in user research the story is everything.

It's what we collect in research that helps us uncover insights.

It's also the thing that helps us make sense of our data.

And finally, it's the thing that lives on in stakeholders and our team's minds.

So, embrace the story.

Collecting and sharing meaningful stories is what makes you an effective design researcher. and UX articles.

And if you're ready to dive deeper, we offer both live, hands-on UX training and self-paced courses you can take any time at your own pace.

Explore our full course library at nngroup.com.

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ฝึกพูดภาษาอังกฤษด้วยเทคนิค Shadowing จากวิดีโอ: Storytelling in User Research

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