My UXR Process
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Clarifying the context
Every successful research project starts with a clear understanding of the problem space. I begin by aligning with stakeholders to define research goals, priorities, and target users. This phase is all about asking the right questions—what do we need to learn, and why does it matter? By the end of this stage, we have a well-defined research direction and a solid foundation for impactful insights.
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Selecting the right research method
Choosing the right research method is crucial, and I follow a structured three-step framework to guide this decision. First, I determine whether the research should be qualitative, quantitative, (or a mix of both!). Next, I consider the product’s development stage—whether we are strategizing, executing, or assessing its impact—which helps define the most relevant methodologies. Finally, I assess whether we need attitudinal data or behavioral data. This framework ensures that each research study is tailored to uncover actionable and meaningful insights.
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Conducting the Study and Driving Collaboration
Research is most impactful when it’s a shared effort. I create a highly transparent and collaborative environment where cross-functional partners are invited to observe sessions, receive live updates, and actively engage in discussions. My goal is to turn research into a shared journey—one where findings don’t just inform decisions but also inspire meaningful action. Ultimately, I craft compelling narratives from the research, ensuring that insights are not only understood but also drive impact.
My toolbox
Methods and skills
User interviews ☀︎ Contextual inquiries ☀︎ Ethnographic Studies ☀︎ Concept Testing ☀︎ Usability testing (moderated & unmoderated) ☀︎ Pricing Studies ☀︎ Surveys ☀︎Competitive/comparative analysis ☀︎ Heuristic evaluations ☀︎ Literature Reviews ☀︎ Design Sprints
Tools
UserTesting ☀︎ Qualtrics ☀︎ UserQ ☀︎ QuestionPro ☀︎ Lookback ☀︎ UserZoom ☀︎ Dovetail ☀︎ Miro
Deliverables
Research reports ☀︎ Journey maps ☀︎ User flows ☀︎ User Personas ☀︎ Literature Reviews
Testimonials
“Fariha undoubtedly adds tremendous value to CAFU by being as close to our customers as possible, and our sparkly new app would no where near as refined without her. She continues to raise the bar in finding new ways to extract valuable insights that will impact our customers for the better. We are super lucky to have her in the team!”
— George Gliddon, Head of Product Design, CAFU
“I highly recommend Fariha as a UX Research Manager. We collaborated on several large-scale projects, and her expertise in applying diverse research methods consistently added tremendous value. She sets a high standard in all aspects of her work, from mentoring junior researchers and conducting interviews to delivering clear and actionable documentation.
I learned a lot from Fariha about effective UX research. Her insights not only improved our outcomes but also brought clarity to a diverse range of opinions from internal stakeholders. She would be a valuable asset to any team, combining deep expertise with a highly collaborative approach.”
— Alexay Pustotin, Product Manager, CAFU
“As UX Research Manager at CAFU, Fariha was instrumental in driving user-centered strategies for our B2B and B2B2C projects. She consistently created detailed research plans, including study goals and thoughtful questions, which she shared with our team to ensure seamless collaboration. Her meticulous approach not only guided the research but also fostered alignment across teams.
After each study, she worked closely with cross-functional departments to share insights, present recommendations, and ensure results were actionable and impactful. Her exceptional communication and collaborative tone made her a joy to work with, and her ability to translate findings into clear, strategic recommendations elevated every project she touches. I wish her well and she is a true asset for any company she joins.”
— Shumaila Batool, Senior Product Manager, CAFU
“Nice work, Fariha! I wish I was a participant in your study. Your tone and environment you establish is so calming and reassuring, like the participant can do no wrong, which is great for UXR!”
— Natalie Salaets, Staff UX Researcher, Google Lens
“Fariha! You’ve been an essential part of our team for the past 1.5 years. Thank you for your hard work, your willingness to learn and grow, your creative approaches and thoughtful questions, and above all your positivity and the warm spirit you bring to our team.”