Basics of User Research – Discover Explore Test Listen (DETL).

In the previous article, we discussed the basics of User Research. In this article, I would like to expand on the topic and talk about the DETL process. What is DETL (Discover, Explore, Test, Listen)? DETL is a research process in user research, consisting of four steps:

Discover – we aim to understand the situation users are in and their needs.

Explore – we deepen our understanding of users and their needs through qualitative or quantitative research methods, such as surveys.

Test – we check how users interact with the product or service in real-life conditions, using methods such as A/B testing.

Listen – we listen to users' feedback and take it into account during product or service iterations and improvements.

DETL is an iterative approach that allows us to continuously learn about users and adjust our research methods as the project progresses.

Step one – Discover

In the DETL research process, the first step is "Discover," which focuses on understanding the context and needs of users.

In this stage, we use various research techniques, such as user interviews, preliminary survey research, data analysis, or competitor analysis.

User interviews are a popular technique for discovering users' needs, goals, habits, and preferences. These interviews can be conducted in multiple ways, such as online, over the phone, or face-to-face, to gather as much information as possible.

Conducting preliminary survey research allows us to build an initial picture of the users, learn about their preferences, and broadly identify their needs. It helps uncover everyday problems users encounter with applications similar to ours. Through analyzing demographic data, online behaviors, and purchasing preferences, we can better understand our users and their needs, while competitor analysis helps us identify strengths and weaknesses of competing products.

This enables us to improve functionalities in competing apps/websites that users complain about. It also protects us from making some of the mistakes already made by others.

The purpose of "Discover" is to gain a broader understanding of users, their needs, and expectations, allowing for the use of appropriate research techniques in subsequent DETL stages to gather more detailed information.

Stage Two – Explore

The second step of the Discover Explore Test Listen (DETL) process is the "Explore" stage, which enables deepening knowledge about users and their needs. The goal of this stage is to acquire detailed information to create User Personas and understand their needs. During the exploration phase, various research techniques are applied, such as:

Focus groups – involve conducting group discussions with users to gain insights into their opinions, impressions, and needs related to the product or service. This research format allows for gathering a wide range of opinions in a short time.

Individual research – involves conducting interviews or conversations with users to obtain detailed information about their needs, impressions, and experiences. Individual research provides more detailed information compared to focus groups.

Usability testing – involves observing user behaviors and reactions while using the product or service. These tests provide insights into how users interact with the product or service, the problems they encounter, and ways to enhance their experience.

Surveys – involve conducting questionnaires to gather information on user preferences, impressions, and experiences related to the product or service. This research format allows for collecting large amounts of data in a short time.

With this knowledge, we can develop solutions that better address user needs.

Stage Three – Test

The third step in the Discover Explore Test Listen (DETL) process is called "Test." Our primary goal in this stage is to conduct tests to examine how users respond to different product or service variants. This enables us to gain concrete knowledge about how the product or service functions in practice and how users interact with it. One of the simplest yet highly effective testing methods is A/B testing.

A/B testing involves introducing two different variants of a product or service and comparing their effectiveness to identify the better solution. For example, we can create two variants of a Call to Action (CTA) button and choose the solution that achieves better user conversion based on data.

Eye-tracking can be an interesting solution if the budget and resources allow. By tracking users' eye movements while interacting with the product or service, we can identify which elements are most important to users and attract their attention the most. Another equally interesting method for analyzing user behavior is heatmaps.

Heatmaps are used to understand how users interact with a specific product or service and identify areas that need improvement. A heatmap allows us to quickly and easily identify which elements of a page or application attract user attention and which are ignored. This helps us create optimal user experience solutions and improve our product or service.

The "think aloud" method is a technique that examines how users think and react while using the product or service, asking them to express their thoughts in real-time. This approach helps understand users' thoughts about the product or service, their likes and dislikes, and their needs.

These tests enable us to gather valuable information on user interactions with the product or service, enhancing our ability to design better solutions that more effectively meet user needs.

Stage Four – Listen

The fourth stage of the Discover Explore Test Listen (DETL) process is "Listen." In this stage, our main goal is to analyze the previously gathered information and conclusions to understand what users have to say about the product or service, their needs, expectations, and impressions.

Data analysis includes reviewing, organizing, and analyzing data such as notes, recordings, transcripts, survey results, etc. This allows for identifying recurring patterns and themes and gaining a deeper understanding of user needs and expectations.

A highly useful technique in the listening stage is the use of "User Stories." User Stories are fictional stories or use cases describing how users will interact with the product or service in various situations. User Stories help understand user needs in different contexts and scenarios.

The greatest advantage of User Stories is providing a different perspective on a problem or functionality. It is easier to understand the presented data when described through examples, helping us visualize the situation and practical application of a particular feature.

Summary

We now know that DETL consists of four steps:

• Discover, which involves understanding the context and user needs through techniques like interviews, observation, and data analysis.

• Explore, aiming to obtain detailed knowledge about users and their needs through methods like focus groups, individual interviews, and usability testing.

• Test, which involves assessing how users interact with the product or service in real conditions.

• Listen, which involves collecting user feedback and incorporating it into the design process.

After reading this article and the previous one titled "How to Validate Your Startup Idea? Basics of User Research," you now know quite a bit about User Research. If you'd like to learn more about topics related to Design, I invite you to the "Design" section on our blog, where you can find articles on self-service design and more!