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User Research - Field Observation Visit Report

Accounting Application Users

Overview

This shows our detailed field observation reporting and analysis techniques.

Problem

Our financial management software client wished to learn more about how small and medium sized business manage their various financial, accounting, and HR-related workflows.

Action

The client asked us to conduct observations at businesses of differing size and industry typs, then analyze the data for insights into how they could better serve more aspects of customers' business workflow. We conducted 20 observations in total.


Results

We delivered a full report detailing more than 50 potential new product and feature opportunities. Additionally, the user profiles we generated during this work provided product managers with deep understanding of the users, their goals, and their constraints. As a follow-on, the product management team asked us to conduct feature prioritization and desirability research with more target customers.