Observation: Shadowing

Discovery / ExplorationqualitativeBeginner

TL;DR

Following the user during their journey without intervening.

Detailed description

Shadowing is a qualitative technique where the researcher accompanies users during their usual activities, non-intrusively observing how they interact with products or services in their real context. This methodology captures spontaneous behaviors, identifies implicit needs, and reveals friction points that might not surface in controlled interviews or lab tests (Nielsen Norman Group). It is particularly valuable for understanding complex workflows and discovering unarticulated user needs in their natural environment.

Main objective

Observe real user behavior in its natural context, without intervening.

Use cases

Complex workplace environmentsHealthcare servicesBrick-and-mortar retailIndustrial processes

When to use it

To understand complex workflows and discover spontaneous behaviors that don't emerge in lab settings.

Effort level

High

Recommended number of users

3-8 users in their real environments

Advantages

Less interference than interviews
Captures spontaneous habits

Disadvantages

Subjective interpretation
Does not go deep into motivations

When to use

•When studying repetitive tasks or dynamic environments

Metrics

•Number of emerging patterns identified
•Thematic saturation reached
•Number of key quotes per category
•Number of unmet needs detected

How results are presented

A qualitative report with key findings, verbatim quotes, behavioral patterns and design recommendations. It can include field recordings, photographs and experience maps.

Practical example

Following hospital staff through a shift to understand how they use patient management systems.

Related Resources

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