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How to observe users in context

Björn Rutholm

Written by

Björn Rutholm

Action PlayOctober 17, 20251 min read

Watch real users in their real environment.

Action play: Spend one hour watching a user interact with your product in their natural setting. Let them work the way they normally would - no prompting, no guiding. Take notes on what they do differently than you expected.

Example: You're designing a delivery tracking app and notice that couriers keep screenshots of addresses instead of using the in-app map. That small observation exposes a huge usability gap.

Summarize what surprised you most and share three actionable insights with your team.

Why: What people say and what they do are rarely the same. Observing in context reveals real habits, workarounds, and pain points that interviews can't capture. It's one of the fastest ways to turn design from theory into reality.

This action play is from the full article: 3 ways to turn research into design decisions

Oct 17, 2025
Björn Rutholm

Written by

Björn Rutholm

Founder of PixelPappa

Technical cofounder for hire. Product designer and developer helping teams build digital products that work.

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