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Frameworks for building deep user understanding through structured research methods. Covers personas, journey mapping, interviews, usability testing, and Jobs-to-be-Done.
Plans and conducts UX research: writes interview guides, designs surveys for insights, synthesizes qualitative findings, creates personas, and writes reports.
Guides user research process: planning, recruitment, interviews, surveys, analysis, synthesis. Use for discovering needs, validating assumptions, personas, pain points.
Plans, conducts, and synthesizes user research studies including interviews, usability tests, surveys, card sorting, and analysis frameworks like affinity mapping.
Share bugs, ideas, or general feedback.
Frameworks for building deep user understanding through structured research methods. Covers personas, journey mapping, interviews, usability testing, and Jobs-to-be-Done.
Choose the right method for your question:
| Method | When to Use | Sample Size | Time | Output |
|---|---|---|---|---|
| User Interviews | Early discovery, deep understanding | 5-8 | 2-3 weeks | Qualitative insights |
| Usability Testing | Validate designs, find issues | 5-10 | 1-2 weeks | Actionable fixes |
| Surveys | Quantify attitudes, preferences | 100+ | 1-2 weeks | Statistical data |
| Card Sorting | Information architecture | 15-30 | 1 week | IA recommendations |
| A/B Testing | Compare alternatives | 1000+ | 2-4 weeks | Statistical winner |
Rule of thumb: Start with interviews (5-8 participants) to discover unknowns. Switch to surveys once you have hypotheses to validate.
Personas are fictional composites built from research synthesis. Keep to 3-5 max.
## Persona: [Name]
### Demographics
- Age: [Range]
- Role: [Job title]
- Company: [Type/size]
- Tech savviness: [Low/Medium/High]
### Quote
> "[Characteristic statement that captures their mindset]"
### Goals
1. [Primary goal - what success looks like]
2. [Secondary goal]
### Pain Points
1. [Frustration with current state]
2. [Obstacle they face]
### Key Insight
[The most important thing to remember about this persona]
Incorrect — vague persona without goals:
Persona: Sarah, Age 35, Marketing Manager. Likes social media and coffee.
Correct — actionable persona with goals and pain points:
Persona: DevOps Dana
Quote: "I don't have time for tools that create more work than they save."
Goals: Reduce deployment failures, give devs self-service capabilities
Pain Points: Alert fatigue from false positives, context-switching between 10+ tools
Key Insight: Evaluates tools by "time saved vs. time invested" — needs immediate value.
Maps the end-to-end experience for a specific persona and scenario.
## Journey Map: [Journey Name]
### Persona + Scenario
[Which persona | What they're trying to accomplish]
### Stages: Aware → Consider → Purchase → Onboard → Use → Retain
For each stage:
- **Touchpoints:** [Channel/interaction point]
- **Actions:** [What user does]
- **Emotions:** [Satisfied / Neutral / Frustrated]
- **Pain Points:** [Friction]
- **Opportunities:** [How we improve]
Common B2B SaaS stages: Awareness → Evaluation → Purchase → Onboarding → Adoption → Expansion → Advocacy/Churn
People don't buy products — they hire them to do specific jobs.
JTBD Statement Format:
When [situation], I want to [motivation], so I can [expected outcome].
Example:
When I'm preparing for a board review, I want to quickly see revenue trends,
so I can answer questions confidently without scrambling for data.
Job Dimensions:
| Dimension | Description |
|---|---|
| Functional | Practical task to accomplish |
| Emotional | How the user wants to feel |
| Social | How the user wants to be perceived |
Opportunity Score: Importance + (Importance - Satisfaction) — scores > 10 indicate high-opportunity areas.
Quick tool for building shared understanding in workshops:
+-------------------------+-------------------------------+
| SAYS | THINKS |
| Direct quotes | Worries and concerns |
| Questions asked | Aspirations |
+-------------------------+-------------------------------+
| DOES | FEELS |
| Observable actions | Emotional state |
| Workarounds | Frustrations and delights |
+-------------------------+-------------------------------+
| PAINS | GAINS |
| Fears and obstacles | Wants and needs |
+-------------------------+-------------------------------+
| Do | Don't |
|---|---|
| Ask open-ended questions | Ask leading questions |
| Ask "why" and "how" | Accept surface answers |
| Follow interesting threads | Stick rigidly to script |
| Take verbatim notes | Paraphrase or interpret |
Standard interview arc: Warm-up (5 min) → Context setting (10 min) → Deep dive (25 min) → Wrap-up (5 min)
Read these files for detailed guidance:
ork:write-prd — Translate research insights into structured product requirementsork:product-frameworks — Full PM framework suite (business cases, prioritization, metrics, OKRs)Version: 1.0.0