The Observe phase is about collecting new data and insights directly from users, stakeholders, or the real environment. This phase is essential for bridging teams, groups, and boundaries by engaging the full range of voices—inside and outside your core team. Effective observation ensures you’re working from up-to-date, real-world information, not just assumptions or secondhand knowledge, and it brings transparency and inclusivity to your discovery process.
Purpose
- Collect fresh observations through interviews, usability tests, fieldwork, or direct feedback across all relevant stakeholder groups—not just users, but partners, support teams, or other departments.
- Validate or challenge existing insights with new evidence, fostering shared understanding and reducing blind spots between teams.
- Ensure findings are relevant to current user needs and present context, so solutions are built on authentic, unbiased input from across the ecosystem.
Key Questions
- What new data or insights do we need to collect, and who can provide them (across teams, departments, or the community)?
- Who should we observe or engage with to get a complete, balanced picture?
- What methods will we use to collect these observations (e.g., interviews, field research, usability testing, feedback sessions)?
- How will we document, organize, and share what we learn so all groups benefit?
- Are there ethical, privacy, or consent requirements for this work? Who ensures compliance?
- What challenges or risks exist with observation or data collection (e.g., access, bias, resistance)?
- How will we ensure observations are unbiased, representative, and useful for all key stakeholders?
Read the research report on the importance of gathering new data. [Document Link – PDF]
Case Study Example: Dog Park Finder App (Fetch Spotter)
Applying the Observe Phase:
What new data or insights do we need to collect?
- How dog owners currently choose which park to visit
- What information they look for and trust
- Peak times and user flow at different parks
Who should we observe or engage with?
- Regular park visitors (interviews, field surveys)
- New dog owners (online focus groups)
- City officials (feedback sessions)
What methods will we use to collect these observations?
- In-person interviews at popular parks
- Online user surveys and diary studies
- Social media listening for common questions or complaints
How will we document and organize what we learn?
- Structured interview notes in a shared research repo
- Park-by-park observation logs
- Summary slide deck for stakeholders
Are there ethical, privacy, or consent requirements for this work?
- Yes—collect informed consent for interviews and surveys
- Ensure data is anonymized before sharing with partners
What challenges or risks exist with observation or data collection?
- Sampling bias: only hearing from vocal users
- Privacy pushback from city or users
How will we ensure observations are unbiased and representative?
- Schedule interviews across diverse neighborhoods
- Cross-reference findings with city-provided park usage data
Sample Screener Questions
| Section | Sample Screener Questions |
|---|---|
| Participant Qualification | Do you own a dog? If yes, what breed and age? |
| How often do you visit dog parks? | |
| Which area or neighborhood do you live in? | |
| Experience with Technology | How comfortable are you using mobile apps? |
| Have you used any apps to find parks or pet services before? | |
| Pain Points & Needs | What challenges do you face when visiting new dog parks? |
| Are there any features you wish current apps had? | |
| Motivation & Community | Do you participate in dog owner groups or meetups? |
Sample Interview Questions
| Section | Sample Interview Questions |
|---|---|
| Participant Qualification | Can you walk me through your last visit to a dog park? |
| What do you look for when choosing a park to visit? | |
| How do you usually find information about dog parks? | |
| Experience with Technology | What apps or websites do you use for pet-related info? |
| What features would make an app most helpful for you? | |
| Pain Points & Needs | What frustrations have you had using apps or websites? |
| How do you stay informed about park changes or events? | |
| Motivation & Community | What would encourage you to connect with other owners? |
These tables summarize sample screener and interview questions for recruiting and conducting qualitative research during the Observe phase. Adapt for your specific audience and goals.