How to create a UX research plan

The concept of research planning can be met with mixed emotions. Some may say that planning delays action. However, a good plan should really do the opposite by providing a clear guide for action and deliverables. In this post, we’ll detail how a well-conceived UX research plan will help streamline your research and foster understanding and engagement from all stakeholders involved.

What is a UX research plan?

A UX research plan can take many forms. It can be a document, spreadsheet, set of slides, or anything else you can imagine as long as it acts as an overview for kicking off the project.

While a UX research plan doesn’t have to be a formal document, it shouldn’t only live in the mind of a single person. Consolidating ideas, milestones, and deliverables together in one, accessible place allows for a guided conversation that has major benefits on the outcomes of a set of research.

What are the benefits of building a UX research plan?

When it comes to user research, it may seem daunting to be too prescriptive when building your UX research plan. After all, how can you account for everything a user might need, say, or want? Nonetheless, it’s important to try, because making progress on your goals is rarely made through random activity. And, there’s nothing wrong with making adjustments as you go. 

Even when faced with uncertainty—often compounded by the everchanging world we live in—effective planning facilitates progress.

The benefits of a UX research plan are numerous, but some include:

• Fosters alignment: Rarely does UX research involve a single stakeholder. With a written UX research plan, you can ensure that all team members involved are on the same page, marching toward agreed-upon goals. Not to mention, a plan allows you to spot conflicting interests before you’re too far down the line.
• Engages stakeholders: An effective UX research plan ensures stakeholders are properly engaged with the study and its results. Without a written plan, there’s a greater chance that stakeholders won’t feel invested and may become observers of the research rather than active participants.
• Ensures UX goals are achieved: A UX research plan should clearly map desired outcomes as well as mileposts to define progress. These provide a standard for assessing how the plan is progressing and if adjustments need to be made to keep the plan on track.

How to create a UX research plan

Every organization is different, so the teams within them may be responsible for different business goals. This means that there isn’t a one-size-fits-all approach to creating a UX research plan. 

In this section, we’ll provide an overview of steps to consider when creating your plan.

A well-oiled UX research plan should include:

1. A clear problem statement
2. Objectives for the research
3. The research method(s) needed to execute the research
4. An overview of the participants
5. A test plan
6. A timeline
7. How you’ll present your findings

Let’s get started.

1. Craft a clear problem statement

As with most plans, you should start by clearly identifying and stating the problem that you’re trying to solve. A UX research plan is no different. Your problem statement should be clear, specific, and give enough detail that stakeholders understand what the research is trying to solve.

Problem statements don’t just stem from nowhere. Some great sources for inspiration might be your support team which deals with customer issues on a daily basis, customer reviews on your website, or feedback from social media. Understanding what data already exists—and what you still need to know—is a fantastic starting point for building a strong UX research plan. Let's take a closer look at some of the steps involved in creating a great  problem statement:

Defining the problem:

Begin by articulating the issue in a manner that is concise yet comprehensive. A well-crafted problem statement should communicate the essence of the issue succinctly, making it immediately apparent to all stakeholders what the research will address. It’s important that this statement avoids generalities and is rooted in specific user experiences or observed difficulties. For example, instead of saying "improve website navigation," specify "users are struggling to locate the search function on the homepage, which is impacting conversion rates."

Gathering preliminary data:

Before formalizing your problem statement, gather preliminary data to understand the context better. Chat to your customer support team to identify common complaints or challenges users face. Review customer feedback collected through surveys, feedback forms on your website, or direct interactions. Social media platforms can also be a goldmine of user opinions and issues, often providing raw, unfiltered feedback on what users like or struggle with regarding your product or service.

Analyzing existing data:

Analyze the data you’ve gathered to detect patterns or recurring themes. This analysis might reveal that users feel a particular feature is too complicated or that there are barriers to completing a purchase. Such insights help refine your problem statement by focusing on specific user challenges that your research needs to address.

Crafting a detailed problem statement:

With a clear understanding of user challenges, refine your problem statement to reflect these specifics. Ensure it encapsulates the user's perspective, focusing on their experiences and the difficulties they encounter. For instance, if users find an application form daunting due to its length and complexity, your problem statement could be, "Users are abandoning the application form because its length and complex questions create a perception that the process is tedious and time-consuming."

Communicating the significance:

Ensure your problem statement communicates why addressing this issue is crucial for the business or product. Link the problem directly to business outcomes, such as improved user satisfaction, increased sales, or reduced customer churn. This not only highlights the importance of the research but also aligns it with broader business goals, facilitating stakeholder buy-in.

Seeking feedback:

Once you have a draft, share it with key stakeholders—include team members from design, development, marketing, customer service etc. This will help provide new insights, validate the problem’s relevance, and make sure it resonates across all areas of the business. This feedback might prompt revisions that make the statement more inclusives and more robust.

Finalizing the problem statement:

Once you've used that feedback to refine your problem statement, you'll have a well-defined statement that will lead to powerful and useful research insights. 

Once you’ve put together your problem statement, it’s time to define your objectives.

2. Define your objectives

Think about defining your objectives as telling the story of what you’re doing, why you’re doing it, and what you expect to learn from your UX research. The objectives you set should be the driving force behind every task you assign and every question that you ask research participants.

This means it’s important to be specific. Setting clear objectives will help you define the project scope and the questions you have to ask participants to get the information you need. If the scope is too broad, anything and everything becomes a research question—which becomes overwhelming to manage.

If you like to think visually, consider this chart.

Avoiding the rabbit hole

A well-defined objective keeps you from falling into the rabbit hole of scope creep. Without specific targets, your project can easily grow unwieldy, trying to cover too much ground and diluting the impact of your findings. To avoid this, break down large goals into smaller, focused tasks that you can tackle effectively. For instance, if improving website navigation is your goal, you could focus specifically on enhancing the visibility of the main menu, reducing clicks to reach key content, or improving search functionality.

Using SMART goals

To make your objectives really work for you, frame them using the SMART criteria—Specific, Measurable, Achievable, Relevant, and Time-bound. Here’s how you might apply these to a UX project:

• Specific: Nail down exactly what you want to achieve. Instead of a broad "improve website usability," aim for something like "cut down the time it takes users to complete a purchase by 20%."
• Measurable: Set up ways to measure your success. You could track the average time it takes users to check out before and after you make site improvements.
• Achievable: Keep your objectives realistic, considering the resources and time you have. If user access is limited, opt for in-depth feedback from a smaller user group instead of surface-level input from many.
• Relevant: Tie your objectives to your broader business goals. If increasing online sales is the target, streamlining the checkout process is a no-brainer.
• Time-bound: Put deadlines on your goals to keep the project moving forward. Plan out when you'll conduct phases of research, analysis, and implementation.

Iterative review and adaptation

Objectives aren’t set in stone. As you dive into your research and start gathering data, be ready to tweak and refine your objectives based on what you learn. UX research is inherently iterative, and being flexible allows you to pivot as you uncover new insights or face unexpected challenges. Regularly revisiting your objectives ensures your research stays relevant and aligned with both user needs and business priorities.

By keeping your objectives clear and focused, you make sure that your UX research is effective, impactful, and tightly connected to enhancing user experience. This isn't just about sticking to a plan—it's about making the plan work hard for you, every step of the way.

Start with a problem statement, define the objectives you need to address the problem, then build out tasks and questions that will uncover the necessary information from your participants. 

Once you have a clear understanding of what your problem is and how you’re going to aim to solve it, you’ll need to choose the right research method for your plan. 

3. Selecting the right UX research method

Next, you'll have to choose the research method that will achieve your stated goals—based on the objectives you've already identified. Before we jump into individual research methods or the tactics used for conducting UX research, big-picture questions need to be addressed first. And that’s: What types of UX research are there?

We won’t dive too deep into this here, but here’s some additional reading that might help you understand the type of research you’ll need to conduct:

• Qualitative vs. quantitative research: Qualitative methods are all about the 'why' behind user behaviors, giving you insights through interviews, observations, and open-ended interactions. Quantitative methods crunch the numbers—you’ll get stats, percentages, and graphs that show what users are doing at scale.
• Attitudinal vs. behavioral research:  Are you looking to find out what users say they do or what they actually do? Attitudinal research focuses on opinions, preferences, and beliefs, often gathered through surveys or interviews. Behavioral research, on the other hand, observes the real actions users take, often in usability tests or through analytics.
• Generative vs. evaluation research: Starting fresh and need ideas? Generative research helps you understand problems and identify new opportunities, perfect when you’re at the drawing board. Evaluation research is your go-to when you’ve got something to test, checking if your designs are hitting the mark or missing it by a mile.

Choosing a method that fits

Now that you’ve got a lay of the land, it’s time to match your research method to your project goals. Here’s how you can ensure the method you pick will deliver the goods:

• Match the method to your objective: If your goal is to understand how users feel about a new feature, a survey might give you broad quantitative data, but in-depth interviews could unveil deeper insights into their feelings and reactions.
• Consider your resources: Some methods, like extensive field studies, can be resource-heavy. Have a think about what’s realistic in terms of time, budget, and available tools.
• Think about the outcome: What kind of data do you need at the end? Numbers that prove a point, or stories that give you direction? Choose a method that aligns with the kind of evidence that will best inform your design decisions.

Mix and match for the best results

Often, no single method will tell the whole story. Consider using a mix of approaches to get both the depth and breadth of insights you need. For instance, you might start with a survey to get a general sense of user satisfaction and follow up with interviews to dive deeper into specific issues highlighted by the survey results. Once you understand the types of results you're trying to achieve, make sure that the research method you choose delivers the evidence you need to make informed decisions.

4. Select your participants

One of the most important factors that contribute to a successful UX research plan lies in choosing the right participants (and the right number of them). There’s some debate out there over how many participants you should include in UX research, and the right answer depends on what you’re trying to learn.

Figuring out the right number of participants

Let’s unpack this a bit:

• The rule of 5: Research shows that five test participants will uncover 85% of a product’s usability issues. This is particularly handy when you’re looking to iron out kinks in a prototype or an existing product.
• Looking for trends? Go bigger: If your mission is to catch broader user trends or get data that you can really hang your hat on, you’ll need a bigger crowd. This means pulling in more folks to get that robust quantitative data that’ll make your stakeholders sit up and listen.

Selecting the right participants is more than just filling seats—it’s about ensuring that every voice you hear from can directly contribute to richer, more actionable insights. So take your time, think it through, and choose wisely to make your UX research as impactful as possible.

Ensuring a good fit

Finally, make sure they’re a good fit for what you’re trying to learn:

• Screen effectively: Develop screening surveys or questions that help you verify that potential participants really do match the profile you’re looking for.
• Keep it balanced: Try to maintain a balance in your participant group to avoid skewing your data. If you’re only hearing from one type of user, you might miss out on insights that could be critical for another segment of your audience.

Recruiting the right participants

Finding these people and convincing them to take part in your study is next on the agenda. Here are a few strategies:

• Leverage existing data: Start with what you know. Use your app’s analytics to identify users who fit your criteria, or sift through customer service logs to find people who’ve faced relevant issues.
• Consider your reach: Depending on your resources and the scale of your project, think about how you’ll reach out to these potential participants. Email blasts, social media calls, or leveraging a professional recruiting service can all be effective, depending on your needs and budget.

Matching participants to your target audience

But it’s not just about numbers. Who these people matter. Here’s how to get the right mix:

• Broad vs. specific: You’ve got two paths here. Either you go broad, casting a wide net to gather a diverse range of insights across a general demographic, which is great for more exploratory or generative research. Or, you get laser-focused, targeting a very specific group of users who represent your core audience or a particular user scenario. This approach is fantastic when your research goals are tightly defined.
• Align with your objectives: Circle back to what you’re aiming to learn. If your goal is to improve the check-out process for a shopping app, your best bet is to zero in on users who’ve abandoned their cart recently. That’s your goldmine for insights.

Defining who your participants should be will require you to go back to the goals you’ve set and the questions that need answering.

5. Build your test plan

There's a certain art to crafting a great test plan. Admittedly, it can take a bit of practice. From moderated user interviews to unmoderated usability tests to prototyping—test plans can take many different shapes and sizes. Lucky for you, our education and research teams have come together to build out this outstanding resource for building test plans.

Check out all of our articles on the UserTesting Knowledgebase for building a test plan. 

6. Lock in a timeline

Establishing your research project’s timeline is an essential step in creating a UX research plan. Estimating how long the research project will take place and when the findings could be expected are necessary considerations in any project.

Even if not exact, determining an approximate timeline (e.g., 2-3 weeks) will enable you to manage stakeholders’ expectations of the process and the results.

Let’s dive into how to effectively map out the time your research will take and when you can expect to roll out the findings.

Planning your research timeline

Here’s how you can approach it:

• Start with the end in mind: Think about when you need the results and work backward from there. Are there product development deadlines or marketing launches that your research needs to feed into? Pin these dates down first.
• Break it down: Segment your research into phases like planning, recruitment, execution, analysis, and presentation of findings. Assign realistic time frames to each phase based on the complexity of the tasks involved.

Be realistic and flexible

While it’s great to have a timeline, it’s also important to stay flexible:

• Allow for buffers: Research can be unpredictable. Participants might cancel, or you might stumble upon a vein of insights that require deeper exploration. Build in buffer days to accommodate these uncertainties without throwing off your entire schedule.
• Continuous updates: Keep your stakeholders in the loop with regular updates. If timelines shift, communicate this early and clearly, explaining the reasons and the new expected dates.

Managing expectations

An accurate timeline helps in setting and managing expectations:

• Transparent scheduling: Share your timeline with everyone involved in the project. This transparency helps manage expectations and allows team members to align their schedules and responsibilities accordingly.
• Prepare for adjustments: Be prepared to adjust your timeline based on feedback from interim findings or logistical hiccups. This flexibility can be crucial for maintaining the quality and relevance of your research.

Locking in a timeline isn’t just about sticking to dates. It’s about creating a structured approach to your research that allows for informed planning, anticipates adjustments, and aligns with the broader goals of your project. By taking the time to map out each phase and communicate this effectively, you ensure that your UX research delivers valuable insights in a timely and efficient manner.

7. Present the results

Finally, determining how you’ll present the findings of your project from the start ensures they will be impactful and implemented across the organization. Setting this understanding from the beginning will also determine if all of your stakeholders have been properly identified. It can be frustrating to find out that you need to present to an executive halfway through a project.

Ultimately, for the purpose of your UX research plan, it’s important to choose a presentation medium that’s appropriate for your key stakeholders. Perhaps it’s a UX research report, a set of slides, or even a Jira ticket for your product team; the point is, you want to deliver the information to stakeholders in a way they’re comfortable with—and will be most receptive to.

Using a UX research plan template

So now you’ve built a UX research plan from scratch. While it may seem like an arduous process, we can assure you that it’s well worth your time. Being able to confidently embark on a project with clear deliverables, milestones, stakeholder buy-in, and a plan for presenting results is a major feat—one that will be recognized and appreciated by all of those involved.

Nevertheless, time is money. So once you’ve gone through an entire UX research project, we encourage you to hold a retrospective meeting to identify all the ways you could improve the process. Once you uncover what went well and what can be improved, turn your UX research plan into a template for you and your peers to leverage within your organization. 

Need some inspiration for your next UX research project? Check out our list of curated test templates to get you started.