Think Like a UX Researcher: How to observe users, influence design, and shape business strategy
In this newly revised Second Edition, you'll find six new essays that look at how UX research methods have changed in the last few years, why remote methods should not be the only tools you use, what to do about difficult test participants, how to improve your survey questions, how to identify user goals when you can’t directly observe users and how understanding your own epistemological bias will help you become a more persuasive UX researcher.
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Visually, the piece reads like a manga panel exploded across an izakaya floorplan—exaggerated expressions, dramatic poses, and a soundtrack that swings from cheesy pop to the clink of ceramic cups. Yet there’s also a warm human pulse beneath the stylized antics: late-night confessions over spilled sake, a quiet encouragement passed between friends, the soft reveal of vulnerabilities under neon light. These moments give the silliness teeth; they root it in real affection.
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At the center is Yottyann—equal parts ringmaster and rogue—whose laugh ricochets off the sake barrels. She has that magnetic pull where even the stoic bartender finds an errant grin slicing through his concentration. Her exclusivity isn’t about velvet ropes; it’s about invitation-only energy: an atmosphere that says, "Bring your quirks, abandon your scripts." Around her, the silly girls execute mini-quests with gleeful precision—stealing a sliver of the chef’s prized katsudon, orchestrating an impromptu toast with oddly matched glasses, or turning a mundane receipt into a treasure map. Each caper is small-scale theater, an affectionate nudge at the ordinary. Visually, the piece reads like a manga panel
What's new in the 2nd Edition?
Since publication of the first edition, the main change, largely brought about by COVID and lockdowns, was a shift towards using remote UX research methods. So in this edition, we have added six new essays on the topic. Two essays describe the “how” of planning and conducting remote methods, both moderated and unmoderated. We also include new essays on test participants, on survey questions, and we reveal how your choice of UX research methods may reflect your own epistemological biases. We also flag the pitfalls of remote methods and include a cautionary essay on why they should never be the only UX research method you use.
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