Generating User Insights Under Pressure

by Jeff Humble

Dear Reader,

It's the end of a research project, and the presentation is tomorrow.

You've heard that insights are important in research, but yours seem like trash. You look at your 1st insight:

🤨🤨🤨 It's definitely a finding, but it doesn't feel like an "Aha!" moment. It feels more like an "Mmhmm" moment, lol.

What are the users complaining about? What changed about the UI? Are there functionality changes as well? I have so many questions...clearly, this insight isn't ready yet.

How to "Distill" UX Insights

Insights are like a fine scotch, and making scotch usually takes time.

When you're trying to force a 3-month research project into 3-5 final insights overnight, you really need to crank up the heat!

The magic in forming insights lies in what happens between collecting research data and polishing your insights.

It normally takes days, but you can speed it up by trying a few things:

• Cluster and re-sort your data.
• Start with a "shitty first draft" insight and iterate and iterate.
• Drop your research data into a Miro board and review it.
• Do some desk research using the Pomodoro method.
• Talk through the research with someone outside your org.
• Look for the "why" behind your findings.
• Write a quick version and ask Chat GPT to re-write it.
• Make a quick visual to represent the insight.
• Review the research goals.
• Do more desk research.
• Take a walk.
• Come back and keep editing.

PIck 3 from the list above and get started. Don't think about it. A blank page is worse than underwhelming insights.

A Template for Writing Insights

If you never want to start with a blank page again, check out the template I made called the Insight Card. It's very pink and very useful.

In no time, you'll be forming insights that taste like a 10-year scotch on a cold autumn night. Enjoy!

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If you want to improve your research skills, we have a course called Continuous UX Research: LIVE for mid-career designers who want to lead user research.

This course has helped designers become UX Leads, UX Researchers, and UX Strategists. Ask your manager for the budget before Sep. 30th.

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Until next week! ✌️

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Jeff Humble
​Designer & Co-Founder
​The Fountain Institute

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