What is user shadowing?

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Designing software solutions for various clients is difficult. Each customer provides a unique set of products, services, and processes. So, how can you create an experience that exactly meets their needs? User shadowing is one possible strategy. It involves watching your user group in their comfortable setting. Your ability to provide a user-centered solution will increase due to your increased comprehension of their issues and sufferings.

In this article, you will learn about shadowing technique and a step-by-step process for shadowing sessions.

User shadowing definition

“User shadowing is an ethnographic research technique that emphasizes user engagement. Although user shadowing, also known as user observation, has gained fresh traction as a research technique in design thinking and user experience, it could yield essential data that user researchers can use to develop or enhance new products.”

The concept of user shadowing someone to observe what they are doing has been introduced previously. It is a technique that is commonly used in user research. The principle is straightforward: the researcher follows the consumer and examines how they utilize the product or service in their natural context.

Shadowing technique in UX research

The shadowing technique is inherently a qualitative research technique. It is too time-consuming and resource-intensive to be undertaken on a large scale, so it is crucial to recognize that it is best used as the foundation for additional quantitative research that provides statistically significant insights rather than as the end point of study.

The essential idea of shadowing is that the researcher just serves as an observer. They should not interact with the participant because such involvement may influence the subject’s behavior. Thus, shadowing differs from typical consumer observational interviewing approaches, in which the researcher fully interacts with the participants while observing them in their natural setting.

Benefits of the shadow technique in user research

1. Real-world insights

Authentic context: By observing users in their natural environments, researchers gain a profound understanding of how products and services are used. This unveils practical challenges and successes that might not surface in a controlled setting, enlightening the researchers and informing their design decisions.

Contextual factors: Environmental factors, such as workspace setup, noise levels, or social interactions, can significantly impact user behavior. Observing these factors provides a holistic view of the user experience.

2. Unfiltered data

Spontaneous reactions: Users may not be able to articulate all their thoughts and actions in interviews. Shadowing allows researchers to witness these spontaneous reactions and behaviors.

Behavioral nuances: Small, unconscious actions that users perform can be crucial for understanding their needs and pain points. Self-reported data might need to include these details.

3. Holistic understanding

Comprehensive view: User shadowing provides insights into all aspects of the user experience, including interactions with other people, tools, and the environment. This comprehensive view reassures researchers about the thoroughness of their research and the insights they gain.

Longitudinal data: Extended observation periods can reveal how user behavior evolves, providing a dynamic view of the user experience.

4. Identifying latent needs

Unarticulated needs: Users may sometimes know what they need or need help to express. Observing their behavior can uncover these latent needs.

Pain points and workarounds: Identifying where users struggle and the workarounds they employ can highlight areas for improvement and innovation.

5. Informed design decisions

Empathy: Observing users firsthand fosters a deeper understanding and compassion, which can inform more user-centered design decisions.

Evidence-based: Data from shadowing provides concrete evidence to support design choices and priorities.

Semi-structured VS Unstructured shadowing technique

Your approach to shadowing technique may differ depending on how you want your user to behave and what data you want to capture.

Semi-structured: A semi-structured shadowing technique implies that you have some control over the actions performed. For example, before the shadowing begins, you can tell the subject what you want them to accomplish. Of course, it may be an unnatural flow for the user, but it focuses on specific behaviors that must be uncovered throughout the research.

Unstructured: Using an unstructured shadowing method allows the user complete control. This will enable you to observe how a user interacts with a product without interference from external variables.

Different types of shadow sessions

1. Passive shadowing session

In a passive shadowing session, the researcher observes users unobtrusively in their natural environment without interacting with them. The researcher takes notes, records behaviors, and gathers data on how users interact with products, services, or systems without influencing their actions.

When to use:

a. When you want to capture authentic user behaviors.

b. When it’s crucial to minimize the observer effect (the influence of the observer on the subject’s behavior).

Pros:

a. Captures genuine, uninfluenced user behavior.

b. Provides a true reflection of user interactions in their natural environment.

Cons:

a. Limited insight into the reasons behind user actions.

b. It can be time-consuming and requires patience.

2. Active shadow session

An active shadow session involves the researcher observing users while occasionally asking questions or interacting with them to obtain in-depth insights into their thought processes and decision-making.

When to use:

a. When you need to understand the rationale behind user actions.

b. When you need to clarify observed behaviors.

Pros:

a. Provides context and a deeper understanding of user actions.

b. Can uncover motivations, pain points, and thought processes.

Cons:

a. Risk of influencing user behavior through interaction.

b. Potential for observer bias.

3. Participatory shadowing session

The participatory shadow technique involves the researcher observing and engaging in the same activities as the user. This immersive approach lets the researcher experience the user’s environment and tasks firsthand.

When to use:

a. When you need to develop a deep empathy for the user’s experience.

b. When you want to identify pain points and improvement opportunities from the user’s perspective.

Pros:

a. Provides deep empathy and understanding of the user experience.

b. Identifies practical issues and improvement opportunities.

Cons:

a. Highly time-consuming and resource-intensive.

b. Researcher presence may alter user behavior.

Read this article to learn more about the Participatory Technique

4. A/B shadowing session

An A/B shadowing session involves comparing two different user groups or environments to understand how different variables affect behavior and experience. The researcher shadows users in both settings to evaluate the impact of specific changes.

When to use:

a. When you must compare the effectiveness of different designs, processes, or environments.

b. When evaluating the impact of specific changes on user behavior.

Pros:

a. Provides comparative insights to identify the most effective approaches.

b. Helps in making data-driven decisions.

Cons:

a. Requires careful planning and control of variables.

b. It can be complex to analyze and interpret the data.

5. Shadowing session with personas

This method uses predefined user personas to guide the shadowing process. Researchers select users who closely match their personas and observe them to validate or refine them based on real-world behavior.

When to use:

a. When you need to validate or refine user personas.

b. It is crucial to align research with target user profiles.

Pros:

a. Ensures research aligns with target user profiles.

b. It helps in developing accurate and actionable personas.

Cons:

a. Personas may not cover all user variations.

b. Requires accurate and detailed persona development.

6. Remote shadowing session

Remote shadowing session involves observing users through digital tools like screen-sharing, webcams, or monitoring software. This approach is functional when users are geographically dispersed or in-person observation is not feasible.

When to use:

a. When users are geographically dispersed.

b. When in-person observation is impractical.

Pros:

a. Cost-effective and flexible.

b. Can capture data from diverse and dispersed user groups.

Cons:

a. Limited to digital interactions.

b. You may need to include contextual and environmental factors visible in person.

How to do shadowing? A step-by-step process

Step 1: Prepare

As with any research project, proper planning is essential to success. Prepare for your user shadowing session by reading and prepping beforehand. For example, browse the product you are currently using or read the product personas.

Next, make a plan. Make sure to have stated objectives and hypotheses. This step in conducting the shadow technique will allow you to collect more detailed data and organize what you discover, making synthesis and analysis significantly more accessible.

Finally, connect with your ‘shadowers.’ Conduct a brief interview or informal talk with them to understand the situation. Here, you can describe yourself, who you represent, and what you do while shadowing them. An introduction might make them feel at ease and increase your results. You may also wish to establish ground rules. 

For example, you might say:

‘Just so you know, I can not interact with you during the shadow session, so pretend I am not here.’

Step 2: Conduct

Although experimenting can seem like the easiest part, you might miss anything if you blink. Have note-taking supplies on hand to ensure you are ready.

Though not required, you can videotape the shadowing session for later review. If you utilize a recording device, refrain from gathering hours and hours of footage, as this will impede synthesis and analysis.

How long a shadowing session should go on?

The answer depends on the nature of your shadow session. User research might be done in a single session or over several days or weeks. However, try to have the individual shadow session last up to 30-45 minutes; otherwise, the shadows may become fatigued.

Most importantly, focus on your participant! To acquire high-quality and meaningful data, be alert and actively listening. Do not interrupt, and jot down any follow-up questions for the conclusion.

Step 3: Analyze

Gather your materials and synthesize the information into a clear and concise document. Reduce it down to the most significant behaviors observed. To gain additional information, ask the following questions:

a. What surprised you?

b. What do users do? As opposed to your expectations.

c. What was challenging to utilize and interact with?

d. Did the user interact as intended?

e. Did their behaviors match what they said before and after the shadowing session?

Be careful not to imbue the results with your prejudice, as this will undermine the entire operation.

Write up your findings in a coherent document, correlating the data. You can then use this to advise additional quantitative/qualitative research or quickly adjust the product or service.

Watch out for this YouTube video to get a better understanding of Shadow Technique

Ethical guidelines to follow during shadowing session

When conducting user research using the shadow technique, it’s crucial to follow ethical guidelines to ensure the participants’ rights, privacy, and dignity are respected. Here are detailed ethical guidelines to consider while conducting shadowing sessions:

1. Informed consent

Clear Explanation: Provide participants with a detailed explanation of the study’s purpose, what will be observed, how long the observation will last, and how the data will be used.

Voluntary Participation: Ensure that participation is completely voluntary. Participants should know they can withdraw at any time without any negative consequences.

Documentation: Obtain written consent from participants. This consent form should outline all essential information and be signed by the participant and the researcher.

2. Privacy and confidentiality

Data Anonymization: Any data collected to protect participants’ identities must be anonymized. This includes removing or masking any identifiable information.

Secure Storage: Store data securely to prevent unauthorized access. This includes digital data (protected by passwords and encryption) and physical data (stored in locked cabinets).

Sharing Data: When sharing data with stakeholders, ensure that the data remains anonymized and that participants cannot be identified.

3. Transparency and honesty

Purpose and Scope: Be transparent about the purpose and scope of the research. Do not deceive participants about the nature of the study.

Findings: If appropriate, share the research findings with participants. This can help build trust and show respect for their contribution.

4. Respect and sensitivity

Non-Intrusive Observation: Be as unobtrusive as possible during observations. Respect the participants’ personal space and do not interfere with their activities.

Cultural Sensitivity: Respect cultural norms and values, including dressing appropriately and using culturally sensitive language and behavior.

Discomfort and Harm: Ensure that the observation does not cause pain or harm to the participants. If any distress is observed, be prepared to stop the observation and address the issue.

5. Debriefing

Post-Observation Debrief: Conduct a debriefing session with participants to discuss any concerns or questions they may have after the observation.

Feedback Opportunity: Provide an opportunity for participants to give feedback on the research process and express any discomfort or issues they experienced.

6. Legal compliance

Follow compliance with all local laws, regulations regarding privacy, data protection, and research ethics.

7. Professional conduct

Training: Ensure that all researchers conducting the shadowing are adequately trained in ethical research practices and are aware of these guidelines.

Conflict of Interest: Avoid any conflicts of interest that might compromise the research’s integrity or the participants’ well-being.

8. Continuous monitoring

Ongoing Consent: Continuously monitor participants’ comfort levels and re-affirm consent if the scope or nature of the observation changes.

Adjustments: Be prepared to adjust the research process if ethical concerns arise during the study.

Conclusion

User shadowing is a practical behavioral observation of a person’s natural surroundings that generates ideas for future user research. This post will inspire you during shadowing and urge you to attempt it yourself. 

Finally, user shadowing can be used in various ways. Overall, it is entirely worthwhile. Shadowing has been certified as an excellent technique for gaining a profound view from the user’s perspective—a vital criterion for designing a user-centered system.

Frequently asked questions

1. What is user shadowing in design?

User shadowing in design refers to observing and studying users in their natural environment to better understand their behaviors, needs, and preferences. This observational shadowing technique involves shadowing users in daily activities, such as using a product or service, to gather insights to inform the design process.

By directly observing users in context, designers can identify pain points, difficulties, and opportunities for improvement that may not be apparent through traditional research methods. Shadowing helps designers empathize with users and gain valuable first-hand knowledge that can inform the creation of user-centered design solutions.

2. What are the three methods of shadow technique?

a. Observational shadowing: 

This method involves closely observing and documenting users’ actions, behaviors, and interactions in their natural environment without interfering. Researchers passively observe users engaging with products, services, or systems to understand their needs, challenges, and preferences.

b. Participatory shadowing: 

In this approach, researchers observe and actively engage users during shadowing. By immersing themselves in the user’s environment and interactions, researchers can better understand their perspectives and experiences.

c. Reflective shadowing: 

Reflective shadowing involves the researcher reflecting on their observations and insights gathered during the shadowing process. This method includes analyzing the information collected, identifying patterns, and deriving meaningful conclusions to effectively inform the design and development process.

3. What is a shadowing session?

A shadowing session is commonly used in user experience (UX) design. During a shadowing session, a UX designer or researcher closely observes and follows users interacting with a product or system in their natural environment. 

The purpose of a shadow session is to gain valuable insights into the user’s behavior, actions, motivations, and challenges they may face while using the product or system. By observing users in real-life situations, designers can better understand how to improve the user experience and optimize the product’s design.

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