Phase 1: Exploratory Observation
Date & Time: 2025.02.20 around 2 p.m.
Venue/Location: Magnolia Cafe, 3rd Floor East, on campus
Observation Duration: Around 5 minutes
Scenario Selection:
How do college students typically order at a cafe? What are their habits, preferences, and common orders?
Why I’m Interested:
I find this topic fascinating because I believe cafes are not only a part of social culture but also a significant aspect of food culture.
General Description:
Magnolia Cafe is a casual spot on campus where students often stop by for food, drinks, or quick breaks. The environment is relaxed, with students either passing through, ordering something to eat, or taking a moment to chat. The space includes an ice cream cart, a counter for ordering drinks and food, and a display of snacks and desserts.
Users Observed:
- A mix of male and female NYUSH college students
- Some students came alone, while others arrived in small groups
User Actions & Behaviors:
- One male student walked down the stairs from the upper floor and went straight to the ice cream cart to pick a flavor.
- A female Chinese student exited the elevator and ordered a peanut butter banana toast, likely for a quick lunch.
- Another female student with blonde hair came from the study area on the same floor just to grab a napkin.
- One student ordered a latte, but I wasn’t able to observe much about his interaction.
- Three male international students arrived together, ordered their drinks, and then stood around chatting while waiting. It seemed like a routine social moment for them.
Verbal and Non-verbal Cues:
- The three international students appeared relaxed and engaged in casual conversation while waiting.
- The blonde female student seemed focused, quickly grabbing a napkin and leaving without interacting much.
- Some students made quick, purposeful choices, while others lingered and socialized.
Preliminary Insights/Observations:
- Some students have specific food preferences, like the peanut butter banana toast, which might indicate common go-to meals.
- Social interaction plays a role, especially for groups who come together and chat while ordering.
Observation Duration:
General Description:
(Describe the overall environment, context, and any relevant background details.)
Users Observed:
(Who is present? What are their roles or characteristics? For example: college students, faculty, visitors.)
User Actions & Behaviors:
(Detail what the users are doing—how they interact with the environment and with each other.)
Verbal and Non-verbal Cues:
(Note any key phrases, conversations, or body language.)
Preliminary Insights/Observations:
(Briefly note any emerging needs, motivations, or pain points you noticed.)
Phase 2: Focused Observation Using the AEIOU Framework
After completing your exploratory observation, identify some of the main products or services your user group interacts with. Read the provided excerpts from Chapter 9: Field Visits—Learning from Observation ( Goodman, Elizabeth, Kuniavsky, Mike, & Moed, Andrea. (2012). Observing the User Experience: A Practitioner’s Guide to User Research. Morgan Kaufmann.): pp. 211-221 (before the ‘scheduling’ section); pp. 231-232 (from ‘what to look for’ to the end of AEIOU framework); pp. 235 (from ‘seek out workarounds’)-238 (before the ‘why can’t you just ask people?’ section)
First decide on one of the following approaches for your second phase:
• Typical User Strategy
• Extreme/Lead User Strategy
You also have the option to continue with naturalistic observation or arrange a focused observation session during a specific time when your selected users are actively interacting with the product or service.
Using the AEIOU framework (or a slight modification tailored to your topic), prepare a structured observation report that includes the following sections:
1. Context & Purpose:
• Setting:
Describe the chosen setting or scenario (e.g., a campus café, dorm common area, online community).
• Purpose:
Explain why this setting was selected and how it connects with your focus area.
2. AEIOU Details:
• Activities: Describe the tasks or things that your focused users want to accomplish.
• Environments: Outline the entire arena where these activities take place.
• Interactions: Explain the types of interactions among users, and with objects, people, and the environment.
• Objects: List the main products, services, or items that users interact with.
• Users: Describe who the users are (e.g., their roles, characteristics, and any patterns observed).
3. Findings: Identify any trends, key pain points, or opportunities for improvement.
Submission: Submit your tidied notes from both Phase 1 and Phase 2, and include a brief reflection on what information you could not directly gain from observation and any limitations you encountered.