Ever wonder how companies create products that just seem to "get" you? The secret sauce is UX research. It's all about understanding what users really need and want.
A lot of user research today happens online (as with most things). This guide will walk you through the ins and outs of online UX research, including some awesome tools and courses to help you level up your skills.
How to do UX research online
Let's start with the basics. Doing UX research online isn't rocket science, but it does take some planning.
First things first, you need to figure out what you're trying to learn. Are you curious about how people use your app? Or maybe you want to know why customers aren't buying your product? Whatever it is, write it down. This is your research goal.
Once you know what you're after, it's time to choose how you'll get that info. There are tons of ways to do this. You could send out surveys, chat with users one-on-one, or even watch how they use your product. Each method has its pros and cons, so pick the one that best fits your goal.
Now, here's where the "online" part comes in. Instead of meeting people face-to-face, you'll use tools to connect with them virtually. Think video calls, online surveys, or screen-sharing software. We'll talk more about these tools later, but the key is to find ones that make your job easier and your research better.
Finding the right people to talk to is super important. You want folks who actually use (or might use) your product. Sometimes you can reach out to your existing users. Other times, you might need to use special platforms to find the right participants.
When it's time to actually do the research, make sure you're prepared. If you're doing interviews, have your questions ready. For usability tests, know exactly what tasks you want people to try. And always, always test your tech before you start. Nothing's worse than a frozen screen in the middle of an important session!
Don't forget about what happens after the research. You'll need to look at all the data you've collected and figure out what it means. This is where you'll uncover those golden nuggets of insight that can make your product awesome. And remember, insights are only useful if you share them. Make sure your team knows what you've learned so they can use it to make better decisions.
Online User Research Tools
Participant Recruitment Solutions - User Zoom
What does it do?
UserZoom is a comprehensive platform that helps you find and manage research participants. It acts as a matchmaker between UX researchers and study participants, streamlining the often challenging process of recruitment.
Highlights
UserZoom offers a large pool of participants across various demographics, allowing you to find the exact user profiles you need. The platform provides robust screening tools to ensure you're connecting with the right people for your study. It also features automated scheduling and reminders, reducing the administrative burden on researchers. UserZoom integrates well with other research tools, making it a versatile addition to your UX research toolkit.
Pricing
UserZoom doesn't publicly share its pricing structure. You'll need to contact their sales team for a custom quote based on your specific needs.
It's worth noting that UserZoom is typically used by larger companies due to its comprehensive features and pricing model. If you're a smaller team or individual researcher, you might want to explore more budget-friendly options first.
Survey Platforms - User Interviews
What does it do?
UserInterviews is a versatile platform designed for finding research participants and conducting various types of studies. While it supports multiple research methods, it particularly shines when it comes to surveys and interviews.
Highlights
The platform boasts a large, diverse participant pool with detailed filtering options, allowing you to target very specific demographics. For interview-based research, User Interviews offers robust tools for scheduling and managing sessions. An interesting feature is the option to bring your own participants, which can be useful if you're researching a very niche user group.
Pricing:
UserInterviews offers flexible pricing options to suit different needs. Their pay-as-you-go plan charges $49 per session, which can be economical for small or infrequent studies. The Starter plan, priced at $36 per session for 60 sessions, billed annually, offers more features and is suitable for teams conducting regular research. For larger organizations with extensive research needs, UserInterviews offers custom plans with tailored pricing.
UX Research Tools for Usability Testing - Lookback
What does it do?
Lookback is a powerful tool that allows you to observe how people interact with your product in real-time. It's particularly useful for usability testing, enabling you to gather immediate, authentic feedback from users.
Highlights
One of Lookback's key features is its ability to provide live observation of user interactions. This means you can watch and listen as participants navigate your product, providing invaluable insights into their thought processes and pain points. The platform offers both screen and face recording, giving you a complete picture of the user experience. Lookback works seamlessly on both mobile and desktop, allowing you to test a wide range of products and interfaces. Another useful feature is its collaborative note-taking function, which allows multiple team members to document observations during sessions.
Pricing
Lookback offers tiered pricing to accommodate different team sizes and needs. The Solo plan, priced at $25 per month with 10 sessions/year, is suitable for individual researchers or small teams just getting started with usability testing. The Pro plan, at $149 per month with unlimited collaborators and 100 sessions annually. For larger organizations with extensive research needs, Lookback offers Enterprise plans with custom pricing.
Product Analytics Tools - Hotjar
What does it do?
Hotjar is a comprehensive tool that shows you how people are using your website or app. It combines several powerful features, including heatmaps, session recordings, and surveys, to give you a holistic view of user behavior and feedback.
Highlights
One of Hotjar's most popular features is its heatmaps, which visually represent where users click, move, and scroll on your pages. This can quickly reveal which elements are attracting attention and which are being ignored. The session recordings feature allows you to watch real user interactions with your site, providing deep insights into user behavior and potential usability issues. Hotjar also offers tools for creating feedback polls and surveys, allowing you to gather direct user input.
Pricing
Hotjar offers a range of plans to suit different needs and budgets. The Basic plan is free and includes limited features, making it a good starting point for small websites or those new to analytics. The Plus plan starts at $39 per month and offers more features and higher usage limits. For larger sites or more extensive research needs, the Business plan starts at $99 per month. Very large or high-traffic websites can opt for the Scale plan, which offers custom pricing based on specific needs.
Information Architecture Testing Tools for UX - Miro
What does it do?
Miro is an online whiteboard platform that excels in testing and planning information architecture. It provides a visual, collaborative space where you can organize ideas, create sitemaps, and conduct exercises like card sorting.
Highlights
One of Miro's key strengths is its collaborative workspace, which allows teams to brainstorm and work together in real-time, regardless of physical location. The platform offers a variety of templates specifically designed for UX research, including card sorting and tree testing exercises. These templates make it easy to set up and run information architecture tests quickly. Miro's sharing capabilities make it simple to get feedback from stakeholders or participants. The platform also integrates with many other tools, allowing it to fit seamlessly into your existing workflow.
Pricing
Miro offers a free plan that includes basic features and is suitable for small teams or individual researchers. For more advanced features and larger teams, the Team plan is priced at $8 per member per month when billed annually. The Business plan, at $16 per member per month (billed annually), offers additional security and administration features. For large organizations with specific needs, Miro provides Enterprise plans with custom pricing.
Unmoderated Testing Tools - Maze
What does it do?
Maze is a powerful platform for conducting unmoderated usability tests. It allows you to set up tests that users can complete on their own time, providing you with detailed results and analytics.
Highlights
One of Maze's standout features is its ease of use. You can set up tests quickly without any coding knowledge, making it accessible to researchers of all technical levels. The platform provides detailed analytics on user behavior, including success rates, time spent on tasks, and user paths. Maze integrates well with popular design tools like Figma and Sketch, allowing you to test designs directly from these platforms. It supports both desktop and mobile testing, ensuring you can gather insights across different devices.
Pricing:
Maze offers a Starter plan at $99 per month when billed annually, which is suitable for individual researchers or small teams. For larger teams or organizations, the Organization plan has custom pricing.
UX Research Repository Tools - Looppanel
What does it do?
Looppanel is a specialized tool designed to help you organize and analyze your UX research data. It serves as a centralized hub for all your research insights, making it easier to store, retrieve, and share important findings.
Highlights
One of Looppanel's key features is its centralized storage system, which can accommodate various types of research data, from interview transcripts to survey results. The platform uses AI-powered analysis to help you identify patterns and trends in your data, potentially uncovering insights you might have missed. Looppanel makes it easy to share insights with your team, fostering collaboration and ensuring that research findings inform decision-making across the organization.
Pricing:
Looppanel offers a 15 day free trial and a Starter plan priced at $30 per month, which is suitable for individual researchers or small projects. Larger organizations with extensive research needs can opt for the Enterprise plan, which offers custom pricing based on specific requirements.
For more on UX research tools, check out our detailed guide here.
Online User Research Courses
For those looking to deepen their skills in online user research, there are several excellent courses available. These courses cover various aspects of UX research online and can help you become more proficient in conducting user research online.
UX Research Design Specialization
Provider: University of Michigan via Coursera
Rating: 4.8 ⭐️ (1,810 ratings)
Why take it?
This course is a great starting point for understanding both UX research and design. It includes 5 courses that teach product research and design, wrapping up with a capstone project. The UX design-heavy course can be skipped if that’s not your jam.
Instructor: Dr. Cliff Lampe, PhD in Information, specializing in designing major platforms like Facebook and Wikipedia.
Certification: Yes, with a free option.
UX Research on EdX
Provider: HEC Montreal via EdX
Rating: 4.3 ⭐️ (9 ratings)
Why take it?
This beginner-friendly course walks you through data collection, analysis, and actionable insights.
Instructors: Professors Sénécal and Grégoire from HEC Montreal’s marketing department.
Certification: Available for $369.
Interaction Design Specialization on Coursera
Provider: University of California, San Diego via Coursera
Rating: 4.5 ⭐️ (3,108 ratings)
Why take it?
For a broader take on interaction design, with 7 courses, 2 of which are UX research-focused. It ends with a capstone project to apply your skills.
Instructor: Dr. Liz Gerber, co-founder of Northwestern University’s Center for Human Computer Interaction + Design.
Certification: Free option available.
Conduct UX Research by Google
Provider: Google via Coursera
Rating: 4.8 ⭐️ (4,985 ratings)
Why take it?
A one-month Google-backed course that dives into UX research basics, with a steep but rewarding learning curve.
Certification: Employer-recognized Google certificate.
User Interface Design Specialization on Coursera
Provider: University of Minnesota via Coursera
Rating: 4.6 ⭐️ (1,391 ratings)
Why take it?
Covers both design and research, with 2 of its 4 courses focused on UX research. However, no capstone project.
Instructor: Dr. Terveen, a seasoned academic with over 100 papers and 9 patents.
Certification: Yes.
Understanding Research Methods
Provider: University of London via Coursera
Rating: 4.6 ⭐️ (7,232 ratings)
Why take it?
Great for building a research mindset, even if it’s more academically focused than UX-specific.
Instructor: Dr. Rofe, a 15-year veteran in teaching international relations and history.
Certification: Yes.
User Experience - Applied Research and Design
Provider: Skills Gap Trainer via Udemy
Rating: 4.2 ⭐️ (486 ratings)
Why take it?
A brief 57-minute course covering UX research basics with practical projects.
Certification: No certificate offered.
For more information and a detailed review of these courses, read our UX research courses repository here.
Frequently Asked Question (FAQs)
How much does a user research study cost?
The cost of a user research study can vary widely depending on its scope, methods, and duration. A small online survey might cost a few hundred dollars, while a comprehensive usability study could run into thousands. Factors that influence cost include participant recruitment fees, research tool subscriptions, and the time of skilled researchers. For online user research, costs can be lower due to reduced travel and facility expenses. However, you might need to factor in the cost of online research tools. It's always best to budget based on your specific research goals and available resources.
Is user research the same as UX research?
While often used interchangeably, user research and UX research have subtle differences. User research is a broader term that can apply to any research about users, even outside of digital products. UX research, on the other hand, specifically focuses on understanding user experiences with digital interfaces and products. In practice, UX research is a subset of user research that applies user research methodologies to digital experiences. Both involve understanding user needs, behaviors, and motivations, but UX research has a particular focus on how these factors relate to digital interactions.
What is an example of UX research?
A common example of UX research online is a usability test. In this type of study, participants are asked to complete specific tasks on a website or app while researchers observe their behavior and listen to their thoughts. For instance, an e-commerce site might conduct a usability test where participants are asked to find a specific product and complete a purchase. Researchers would observe how easily users navigate the site, where they encounter difficulties, and how they feel about the overall experience. This type of online UX research provides valuable insights into how real users interact with a product and where improvements can be made.
Can UX research be done remotely?
Yes, UX research can absolutely be done remotely, and in fact, online user research has become increasingly common and sophisticated. Remote research offers several advantages. It allows you to reach a more diverse pool of participants, as geography is no longer a limiting factor. It's often more cost-effective, eliminating travel expenses and facility rentals. Remote research can also feel more natural to participants, as they're using products in their own environment.
There are numerous tools available for conducting UX research online, from video conferencing software for interviews to specialized platforms for usability testing. These tools often come with features like screen sharing and recording, which can be invaluable for observing user behavior. However, remote research does come with challenges, such as potential technical issues and the loss of in-person rapport. Researchers need to be prepared to adapt their methods for online environments.
Is UX research well paid?
UX research is generally considered a well-paid field, particularly as companies increasingly recognize the value of user-centered design. Salaries can vary based on factors like location, experience, and the specific industry. In the United States, for example, entry-level UX researchers might earn around $60,000-$80,000 annually, while senior researchers or those in management positions can earn well over $100,000.
The growing prevalence of online user research has also opened up new opportunities in the field. Remote work options have become more common, allowing researchers to work for companies based anywhere in the world. Additionally, there's a growing market for freelance UX researchers, particularly for conducting user research online. This can offer both flexibility and the potential for higher earnings.
How do I become a UX researcher with no experience?
Breaking into UX research without experience can seem daunting, but it's definitely possible with the right approach. Start by educating yourself about UX research online. Take online courses, read books and articles, and familiarize yourself with UX research methodologies. Practice these methods by conducting your own studies - you could analyze websites you use regularly or create small surveys for friends and family.
Building a portfolio is crucial. Even without professional experience, you can create case studies based on personal projects or hypothetical scenarios. Show your process, from planning research to analyzing results and making recommendations. This demonstrates your understanding of UX research principles and your ability to apply them.
Networking is also vital. Join UX communities online, attend virtual conferences, and reach out to experienced researchers for informational interviews. Many are happy to share advice with newcomers to the field. Consider looking for internships or entry-level positions that might not be specifically UX research roles but involve some aspect of user research. This can be a foot in the door and a way to gain valuable experience in conducting user research online.
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