This presentation introduces the user-centered design paradigm and the field of game user research. It includes some hypothetical case studies which are later discussed in the following presentations. These slides were prepared by Dr. Marc Miquel. All the materials used in them are referenced to their authors.

1. Unit 5: User Centered Design and
User Research
Second term, January 2019 Dr. Marc Miquel Ribé
Course in User Experience
Bachelor Degree in Video Game Design and Production
Computer Engineering for Information System Management

2. Goal of the Unit
Introduce the Games User Research field, its principal
qualitative and quantitative methods, and the main
differences between academia and industry.

3. Overview of the Lesson
4.1 What is the UCD process and User Research
4.2 Why User Research is Important
4.3 The User Research Process
4.4 Types of Problems
4.5 Types of Methods
Goal of the Unit: introduce the User Research work, the main differences between
academia and industry, and its principal qualitative and quantitative methods.

4. One day, one of your classmates asked me: “All that you taught, the applicability of the
psychology laws and usability principles, is subject to interpretation, right?”.
“Isn’t it something we can argue about?”, he added. In a way, he implied that this is soft.
I said, well, all this helps to design with the user in mind. Heuristics also help to criticize a
design with the user in mind.
All these laws and principles are tested during decades. We can apply them or not, it is up to
us. Human beings are complex. We can be quite right about the principles but not totally with
everyone.
What really really matters is that there is a way to find the ‘the objective solution to every
problem’. This is measuring.
User Experience without measurement means very little. Likewise, usability without
measurement means very little.
4.1 What is User Research (UR)

5. How can we measure Usability?
As you may remember, according to Nielsen usability includes the dimensions of effectiveness
and efficiency (among others).
• Effectiveness: The accuracy and completeness with which users achieve specified goals.
• Efficiency: The resources expended in relation to the accuracy and completeness with
which users achieve goals.
[https://usabilitygeek.com/usability-metrics-a-guide-to-quantify-system-usability]
[https://measuringu.com/ux-benchmark-metrics/]
User Experience and usability without measurement means very little.
Efficiency is measured in terms of task time. that is, the time (in seconds and/or minutes) the participant
takes to successfully complete a task.

6. Playing with a steering wheel we have less efficiency (it is not as sensitive as a gamepad
thumbstick, then it is harder to control high speed movements), plus we have to learn how
to use it, hence it is less usable.
Brown, M., Kehoe, A., Kirakowski, J., & Pitt, I. (2010). Beyond the gamepad: HCI and game controller
design and evaluation. In Evaluating User Experience in Games (pp. 209-219). Springer London.

7. User Research is the empirical field that studies User Experience.
User Research?
4.1 What is User Research (UR)

8. User Research is the empirical field that studies User Experience.
[https://www.youtube.com/watch?v=tfOTxMPmZRI]

9. “Games User Research focuses on players’ psychology and their behavior via
techniques such as playtesting, analytics, and others. Game User Researchers aim
to help game developers deliver players the best gaming experience possible. ”
— Donald Norman
[https://www.nngroup.com/articles/game-user-research/]
The very bad news for you is that in this course we will not be able to conduct research.
We do not have the time (we would need six months) or resources (games in production,
the right tools).
But we will learn to plan for it, which is essential.
So, the primary function of games user research is, simply put, to test and evaluate the
viability of the design with the ultimate goal of understanding the user, normally to help
designers make more enjoyable games.

10. We want games to provide a good UX. We want to improve the quality of the game. Well, this
is easy to use, challenging, emotional impact, engaging, compelling, and sometimes relaxing.
[https://www.youtube.com/watch?list=PLsl1h_zG-cXOImCjSVpq8Bkk2H5in-b2-&v=C9ZqNGbUe90]
Asked by children, a game designer, a CEO, a student, grandparents.
4.2.1 User Research in companies
4.2 Why User Research is Important

11. 1. Discover and solve usability issues (interface)
2. Balance and adjust mechanics/narrative to motivate
3. Understand what enhances player’s emotions
In a video game company, we do user research for mainly three reasons:
The field of user research may be relatively young within both the games industry and the
world of academia, but decades of multidisciplinary research in fields like ergonomics,
usability, psychology, communications, and anthropology form the pillars that support
researchers to answer that all-important question: Are there any unforeseen impediments to
an optimal player experience, and how can the experience be improved?
[http://www.gamasutra.com/view/feature/168114/understanding_user_research_its_.php?print=1]

12. Here is the User Research part in every cycle.
User-Centered Design (UCD) is a multi-stage problem-solving process that not only
requires designers to analyze and foresee how users are likely to use a product, but also
test the validity of their assumptions.
design, test, design, test.
• We study User Experience.
• We do User Research to understand the User Experience.
• We implement the User-Centered Design (UCD) process with User Research phases.

13. Games User Research and traditional User Research
Usually, traditional user research has two goals.
• The first is to understand the user’s context, the usual problems, the needs and propose a
solution.
• The second is to test the product’s usability and to understand the user’s experience in
order to provide useful data to improve it. User Research in games is closer to the second.
This is not the case for webs and services.
Sometimes these are called ‘explorative’ and ‘evaluative’.
[https://www.smashingmagazine.com/2018/01/comprehensive-guide-ux-research]
The biggest difference between web and software User Research and Games User
Research is the complexity of game development. Both they and we probably think
that mainstream (or software) UX and GUR are more different than they really are,
but all of us should periodically reflect on the notable similarities between the two
fields to make sure that we don’t unduly limit our methods to those traditionally
employed in our UX niche.
— Donald Norman

14. [https://www.usertesting.com/blog/generative-vs-evaluative-research/]
Explorative User research
happens at the first cycle.
Evaluative User Research and Explorative User Research
We usually perform evaluative user research in order to
validate designs, whether they are UI, game mechanics,
software functionalities or e-commerce checkout
processes.
However, we can do research before starting in order to
understand better the user and his context.
Generative or explorative user research is very useful
prior to design an app, website or any service.
What are you looking for in this case?
• Ask people to record their everyday activities,
behaviors, and thoughts.
• Explore people’s attitudes, preferences, and opinions.
• Understand people’s actions, thoughts, and feelings.
In videogame explorative user research is not common.

15. • Evaluative User Research helps polish the game or product
We need professional researchers as they are the only ones that can commit directly to the
user experience being no involved part in the creative process.
When a game designer does playtesting, he is willing the game to be interesting, exciting,
funny, among others. Hence, he will interpret the user’s reactions with an unavoidable bias.
Playtesting is just one technique. But there are many more, and more difficult to use.
“I am the game designer, I am watching your back, damn game
playtester tester. Do not say my game is rubbish or I’ll….”

16. • Explorative User Research is necessary to get the full picture
“Poor communication among customers, developers, and users”
“Badly defined system requirements because of unidentified needs”
We need to do UR not just to listen exactly what the customer wanted but
to understand what he needed and communicate it across departments.

17. User research in software and websites is different than in games. It is broader in some other
sense. We want to answer what do people need, what do people want and can they use this
software we are working on.
[https://www.youtube.com/watch?v=tfOTxMPmZRI]

18. User Research is not QA or Marketing Research
• User Research is not Quality Assurance. Any game flaw will be diminishing the user
experience. But it is very different a usability problem than a software error. Any software
functioning that is not intentionally designed by the game designer/programmer/producer
is possibly an error. If it is not in the standards (company, engine, etc.), it is an error and
should be found
Sometimes we call testing to GUR: we assume that the game is flawed and we have to find
out how… to make it perfect. Testing or an empirical evaluation is an integral part of the
‘GUR’, but it is very different to test with a QA methodology to find software errors than to
have target players to play the game and provide data to improve the User Experience.
• Games User Research is not Marketing Research. There is another discipline that might
be close to Games User Research, which is Marketing Research. Sometimes they might
even find a degree of coincidence in the methods they use (interviews, focus groups,
among others). But marketing research mainly focuses on finding the right price, the right
advertising channels, among others.
They care about some aspects that might matter for the user experience as well (playing a
game which received media attention) but they have different focus/goals and different
backgrounds.

19. Why test at all if I have no…
As any producer could testify, during development you are always acutely aware that you
never have enough time, enough money, or enough resources to achieve what you really
want to achieve with that game.
[https://www.slideshare.net/Gortag/an-introduction-to-games-user-research-methods]
Organizational Challenges for User Research in the Videogame Industry: Overview and Advice (Chapter 2. Game
Usability).
• The Value of Data
• Test As Early As you Can, if Not Earlier
• The Value of Polish
• Iterate and Validate
Can you afford not to do it?
Can you afford to have a shitty game?
The economical reason against UR

20. When there is GUR, the entire development process is
oriented to the testing.
This is what User-Centered Design (UCD) is about. Each
step of the process requires requires designers to
analyze and foresee how users are likely to use a
product, but also test the validity of their assumptions.
GUR acts mainly here,
but it is in the whole process
How we introduced UX to Epic Games’ production pipeline. Celia Hodent & Heather Chandler.
[http://www.gdcvault.com/play/1023228/How-We-Introduced-UX-to]
Celia Hodent (Epic Games director of UX) explains that
she introduced UX by starting by small things.
It is possible for a UX team to underestimate
development challenges, and a dev team might
misunderstand the UX team's intent.
User research is a team sport.
The ‘guru’ reason against GUR

21. Confuse aesthetic pleasure with good UX
Don’t you see? This game / software is beautiful and amazing!
But in reality there are problems…
SnapShots meant as Dashboard/Home
How could we know at first glance?
Tutorial does not teach you all you need.
How could we know by looking?
[https://www.gamesradar.com/jurassic-world-evolution-tips]
[https://uxdesign.cc/good-design-vs-bad-design-examples-from-everyday-experiences-18a7d1ba002c]

22. The ’when’ and ‘how much’ doubts
When companies start believing in the benefits of conducting GUR in a competitive video
game market, they often do not know when to do it and how much of it may be enough. This
will depend a lot on the video game type. A mobile phone game can be released with a
testing strategy and post-release metrics analysis totally different than a PC video game.
We want this flow of information to occur and benefit the game. But...
[https://www.gamesindustry.biz/articles/2018-02-07-how-mobile-game-devs-are-evolving-test-and-
launch-strategies]

23. If you are using an Agile development methodology, integrating this into your process can be fairly simple,
as long it is thoroughly thought-through up front. It is relatively easy to ensure that as soon as a product
feature is complete (Feature A), you enter (at least) that feature into test; once the feature is tested, you
take the findings and add these directly into your product backlog for the project, then deal with the
relevant items during the next sprint.
[http://www.gamasutra.com/view/feature/6431/usability_testing_face_the_fear_.php?print=1]
Iterate and Validate
You need to validate in order to decide what is next!

24. In short, user research in companies is:
• A discipline which stresses specialized testing to find impediments to usability and
optimal enjoyment when in games.
• A way to receive early, actionable feedback through data from the type of players who
will end up playing your game or using your software.
• Usually conducted by professionals with academic training, not by designers or
producers.
• Different from market research, because it has a different object of inquiry.
• UR is not ‘fixing’ bugs like QA, it is providing data to improve software.
[http://www.gamasutra.com/view/feature/168114/understanding_user_research_its_.php?print=1]
It’s not QA or Marketing!

25. We call Academia to the the scientific community, i.e. universities, publications, etcetera. The
Academia is what makes science progress.
Usually, game user researchers come from a career or a period of time in the Academia, because
the professional requires the discipline and the mind-set of a researcher – someone who wants to
understand what happens and is willing to apply a rigorous method. Some academic GUR
researchers have just published this book.
[http://www.gurbook.com]
4.2.2 User Research in the Academia
Any of you may become a member of the Academia. You
need to complete your studies, start a PhD Program and
obtain a doctorate.
At the moment, you are already learning the fundamental
skills any researcher requires:
• Learn to write with precision and with no subjectivity
• Learn to access the main sources (Google Scholar as a
searcher or directly to Journals and conference
proceedings).
• Learn to evaluate different research methods.
Your Degree project could be your first complete
academic work.

26. In the Academia they investigate about slightly different things than in companies they would not
pay attention at. For example:
• Effects of video games on population
• How to create useful serious games
• How can we improve at using a particular method
[http://gamesuserresearchsig.org/]
Academia is more concerned about general
issues and improving the methods.
Industry is only interested about making
better games by helping users achieve better
experiences.
Industry is not likely to publish their GUR.
Some groups like “Games User Research SIG” facilitate community and information sharing among user
researchers at game companies, consultants, and academia.

27. What is the process we follow when we do Games User Research? It is exactly the same research
process followed by any academic researcher. It is actually the scientific process.
1. Context/Object
2. Problem/Hypothesis/Question
3. Concept / Theoretical Framework
4. Methods (Methodology)
5. Measurements (Methodology)
6. Results analysis
7. Conclusions
8. Reporting
It goes from question and theory
to data, results and conclusions.
4.3 The UR process

28. 1. Context/Object
2. Problem
3. Concept / Theoretical Framework
Context: Let us start with a very basic GUR, one which do not want to improve a game in
particular but the general use of a video game console: Nintendo Switch.
Problems:
What are the possible errors a user may commit in a portable convertible console such as
Nintendo Switch?
What are the emotions drawn by the hardware aesthetics?
Concepts/Theoretical Framework: We have two different concepts to examine.
• We want to evaluate Nintendo Switch hardware’s usability according to Jakob Nielsen
usability dimension error prevention and satisfaction.
• We want to understand user’s emotional appeal with the hardware and color style.
Let’s frame a problem…

29. UX
Our aim is to understand the player experience,
and there are (at least) four key aspects to
understanding players and gameplay:
• User Experience / Perceived Usability – How
does this make her feel now?
• Physiological reactions – How does all this
make her react?
• User behaviour / interactions – What is she
doing?
• Recalled Experience – What does she think it
happened?
These are all related, but not always.
We want to understand some of them and we
make assumptions on the other based on the
information we obtain.
Physiological reactions
User behaviour / interactions
Recalled UX (later)
Now
4. Theoretical Framework / Measurements
What are we looking at with this Nintendo Switch initial study? Recalled User Experience
(satisfaction, emotional appeal) and user behaviour interaction (we want to prevent errors).

30. In Game User Research, we have a myriad of methods: playtesting, think-aloud, interviews,
questionnaires, engagement diaries, etcetera.
[https://www.slideshare.net/Gortag/an-introduction-to-games-user-research-methods]
5. Method
A method is like a tool – it is only useful in certain moments and occasions.
Each method may be better for one or another
concept:
• User Experience / Perceived Usability
• Physiological reactions
• Recalled Experience
• User behaviour / interactions

31. We interview the users of the prototypes and we found out they very often say:
• “Cartridges are very small”.
• Joy-con can be wrongly introduced to the trap.
• The screen size needs to be bigger.
• The screen size needs to be smaller.
• ….
We detect some common topics and some potential errors reported in the interviews.
We draw some conclusions.
We need to report the research.
6. Analyzing the data

32. We come to conclusions and validate our assumptions about the emotional response users
might have. We can report using a paper template, a research template, an intranet reports, or
a powerpoint presentation.
7. Conclusions and report them
ACM proceedings template Intranet for reports
[https://www.acm.org/publications/proceedings-template]
[https://blog.airtable.com/3-user-research-templates-built-by-ux-experts/]
[https://www.slideshare.net/anotheruxguy/uxpa-2013-effectively-communicating-user-research-findings-
28395970]
Powerpoint presentation

33. Nintendo Switch cartridges test really bad to
prevent from putting them into your mouth!
These are the kind of aspects that can be found in concept testing phase.
[http://www.vandal.net/noticia/1350687952/los-juegos-de-nintendo-switch-saben-fatal-por-una-razon/]
8. Applying the conclusions to design
Joy-con straps need a (+) and a (-) to help
the user in finding the right pair
They even used a bitter substance called Denatonium
Benzoate.

34. I am sorry, I was lying. Not everyone applies a theory driven approach (from question and
concepts to data extraction and analysis). There is a sort of Theory-driven vs. Data-driven
discussion going on in the real world.
This is a theory driven approach:
Concept / Theoretical Framework > Hypothesis > Methods > Results > Conclusions
Let’s be honest: testing or researching more in general is not done in equal conditions than it is in
a scientific lab in a University. Models tend to b complex. Some requirements are not met….but
we work with data.
Only playtesting and data analysis allow a data driven approach.
This is a data driven approach:
You gather data. You gather data. A lot of data.
Then you have a question/hypothesis and look for the
answer in the data. Or, you play with the data until you
find something interesting, and then you ask the
question to answer it. You try to explain what data
shows you.

35. What matters the most (at all times)
No matter the company is able to spend more or less time, no matter the company is able to
dedicate more efforts to be rigorous with the research process, no matter the company takes a
data-based approach, there are three qualities every games user researcher should have:
• Be good at identifying the possible problems.
• Know which method to choose and how to use it.
• Communicate properly the results to the entire time.
In the following two sections I will present some typical GUR problems (4.4) and the most
important methods (4.5).

36. 4.4 Types of Problems
Let us start again. Now I am going to introduce you to some problems typically studied in GUR.
We are going to call them ‘case studies’.
What are we studying exactly in each of them? We can study the following things:
UX, UX recalled, User’s physiological reactions, User’s behaviour and interactions
For each problem, you need to think of the right:
• QUESTIONS (be precise)
• CONCEPTS (think of Units 2 and 3: e.g. cognitive load, usability, frustration, learning,
attention, motivation, usability dimensions, etcetera.)
• METHOD / DATA / MEASUREMENTS
These three must be aligned.
For each of the case studies, you should think about the concepts/theories from previous lessons
that might be useful to answer the questions.

37. The research question
The most important part of the problem is its definition.
It should be broad not to be subjective (so you are not looking to confirm what you think), and
narrow enough so two independent researchers when they try to answer them with they data
they come to similar if not exact conclusions.
Bad examples:
Are the first levels of Super Mario Odyssey balanced? Too broad and unfocused.
Instead:
Do players experience a level increase in each of the first three levels?
What is the degree of completion of the first three levels?
Do people understand all the interface elements in the menu? Too simple.
Instead:
What is the degree of understanding of each interface element?
Which interface elements are easier to understand due to previous video game experiences?
Is people thrilled with the story ending? Too subjective and leading.
Instead:
What are the most common emotions experienced after watching the story ending?

38. Case Study: Wii Frustration
Research Question: What aspects of the Wii U system bring frustration to players?

39. Case Study: Rainbow Six friendly fire
Research Question: What are the effects of removing friendly fire in Rainbow Six
Siege’s on UX (at a player and at a team level)?

40. Case Study: World of Tanks GUI
Research Question: How usable is the World of Tanks graphical user interface?
[https://www.youtube.com/watch?v=Abdy1Cmueyg&t=1172s]

41. [https://link.springer.com/article/10.1007/s11257-017-9192-3]
Case Study: Flow in Need for Speed 2015
Research Question: Does the player experiment a Flow state of mind while playing
Need for Speed?

42. Case Study: Destiny pre-alpha version
Research Question: How enjoyable are game areas and multiplayer activities in the
Destiny pre-alpha version of the game?

43. Case Study: CS:GO weapon selection
Research Question: Does a wider selection of weapons increase a longer gameplay in
CS:GO multiplayer?

44. Case Study: Learning The Legend of Zelda Breath of the Wild
Research Question: How easy to learn are BOTW mechanics and controls?

45. Case Study: Improve Player Communication in DOTA 2
Research Question: Does introducing alert messages and automatic bans in DOTA 2
decrease the level of negative communication?

46. Case Study: Fear in Resident Evil 7 and Agony
Research Question: Which game creates the strongest emotion of fear in the player,
Resident Evil 7 or Agony?

47. Case Study: Bioware’s Star Wars Area Balancing
Research Question: Are there unbalanced and conflicted areas in Star Wars: The Old
Republic that drive players to a bad experience?

48. Case Study: Identifying Tomb Raider players
Research Question: Are there distinct player profiles who prefer the different
mechanics/goals provided in Tomb Raider Underworld?

49. Case Study: Pokémon Go players’ motivation
Research Question: What kinds of motivation are present behind Pokémon Go
players?

50. Case Study: Enabling cooperation in Left 4 Dead
Research Question: Does introducing a GUI marker make player cooperation more
effective in Left 4 Dead?

51. Case Study: Relax in Casual Video Games
Research Question: Does playing casual video games such as Bejeweled 2, Bookworm
Adventures and Peggle improve mood and decrease stress?

52. Case Study: Life is Strange Ending
Research Question: Do our target players like the Life is Strange ending? Which one?

53. 4.5 Types of Methods: Qualitative and Quantitative
There are several ways of classifying methods, but the most common one is: qualitative and
quantitative, as it reflects the way of understanding data.
Traditionally, ”hard” sciences (natural sciences) only relied on quantitative methods, while
social sciences (sociology, anthropology, etc.) preferred qualitative methods.
Quantitative research seeks to answer questions about how much people do something by
collecting numerical data that are analysed using mathematically based methods (in particular
statistics).
Qualitative research seeks to answer questions about why and how people behave in the way
that they do it. It provides in-depth information about human behaviour.

54. Aliaga and Gunderson. ‘Interactive Statistics ‘3rd Edition (2005)
[https://www.skillsyouneed.com/learn/quantitative-and-qualitative.html]
Quantitative research is perhaps the simpler to define and identify. The data produced are
always numerical, and they are analyzed using mathematical and statistical methods. If
there are no numbers involved, then it is not quantitative research.
Qualitative research is any which does not involve numbers or numerical data. It often
involves words or language, but may also use pictures or photographs and observations.
• Quantitative methods are good for measuring behavior.
• Qualitative methods are good at understanding behavior and attitudes.
In the following Lessons 5 and 6, we are going to take a look at playtesting, interviews, focus
groups, questionnaires, biometrics methods and game data analysis (telemetry).
QUESTION: Could you tell me now how you would classify these methods according to
qualitative-quantitative typology?
Data obtained
User Research needs both types of methods

55. [https://www.nngroup.com/articles/which-ux-research-methods/]
[https://www.nngroup.com/articles/ux-research-cheat-sheet/]
Qualitative (Why and how)
Quantitative (How much)
Questions answered
We are going to see: playtesting, usability testing (software and web), interviews, focus groups,
questionnaires, biometric methods and data analysis (telemetry).

56. No method is perfect, each has limits and biases: the best strategy is a mixed-methods approach!
Datasource
playtesting
usability testing
eye tracking
data analysis
interviews & focus groups surveys
physiological data
biometrics
think-aloud
In the following sessions, for each method we will check what is really measuring, the data we obtain
with it, the problems we can ‘explain’. For each method, we will see when to use it, where and how
to carry on with the study. Finally, its pros/cons.

57. Some methods are best for each of the the four parts of reality we can study.
UX
• User Experience / Perceived Usability – How
does this make her feel now?
What users need/want.
• Physiological reactions – How does all this
make her react? What users need/want.
• Recalled Experience – What does she think it
happened? What users say.
• User behaviour / interactions – What is she
doing? What users do.
In other words, some methods are best for
studying opinions, habits and beliefs, others are
best to study emotions, and others are useful in
order to understand the actions.
Physiological reactions
User behaviour / interactions
Recalled UX (later)
Now
Reality is complex.
What users want is not what they need, sometimes not what they say, neither what they
do. Perhaps they do not lie, they just do not know.

58. In the following units you will learn the qualitative and quantitative
methods.
Get ready to prepare a User Research plan.
At the end of the course I’d like you to be able to:
1) identify possible problems,
2) formulate and write precise research questions, and
3) choose the right methods to answer them.
These three are core skills for a user researcher.

59. Key Questions and Concepts (TakeAways)
• GUR mostly focuses on usability and player's psychology and behavior using
methods to help game developers in delivering the best experience possible.
Other times it wants to provide interesting research to the Academia and
publish good papers about how people play with video games.
• What are we studying? It is important to understand that listening to a User's
Experience is not the same as measuring the physiological measures,
recording the behavior or analyzing the recall of the User Experience. They
are related but different types concepts.
• Each method used in GUR is useful as it provides a specific kind of data and a
way to use it to try to answer a question. Depending on the data approach we
call them quantitative or qualitative.
I told you that this was a ‘scientific’ subject ;)

60. References and Bibliography
• All the references provided in the Powerpoint are valuable.
• “Beyond Thunderdome: Debating the effectiveness of different user-research techniques”
[https://vimeo.com/26733185]
• Game Usability: Advancing the player experience. Isbister, Katherine, and Noah Schaffer. CRC
Press. 2015.
• Game Research methods: An overview. Lankoski, P., & Björk, S. 2015.
• Games User Research: A Case Study Approach. Miguel Angel Garcia-Ruiz. AK Peters/CRC
Press. 2016.
• Playful Design. John Ferrara. Rosenfeld Media, 2012.
• The Art of Game Design: A Book Of Lenses. Jesse Schell. Carnegie Mellon University. 2008.
• Describing UX family and friends [https://www.nngroup.com/videos/describing-ux-family-
and-friends]
• When to use which UX research method [https://www.nngroup.com/videos/when-use-
which-ux-research-method]
All images used in these slides belong to the cited sources.