User Observation

What do users actually do in the service environment?

Overview

What people say they do and what they actually do are often different. This tool helps your team capture what happens in real settings—by observing spaces, behaviours, and interactions first-hand.

Sometimes we can’t talk to users directly, but we can still learn a lot by watching how they move through spaces, interact with others, or respond to their surroundings. The Observation Guide supports this process by prompting you to notice details that may otherwise be missed.

Open in Google Slides

⏱️ Time: 30–60 minutes per location

👫 Participants: 1–2 team members at a time

🛠️ Materials: Printed observation sheet, clipboard or tablet, pen

Input

Before completing this canvas, ensure you have completed the following step:

Discovery Planning

Context

Use this tool when visiting a space where users experience a service—such as a waiting room, information desk, entrance to a facility, or even an outdoor setting like a parking area or school gate. It is especially useful when:

• Users may find it difficult to express their experience in interviews

• You want to observe patterns of behaviour or bottlenecks

• You need to understand environmental factors like signage, layout, or waiting time

Recipe

1

Choose a location and time

Pick a place where part of the user journey takes place. Visit at a time when people are likely to be there.

2

Observe the space and objects

• What does the space look like?

• Are there signs, posters, equipment, or barriers?

• Anything surprising or notable about the layout or materials?

3

Observe the people and interactions

• Who is present?

• What do they do, where do they sit or stand, how do they move around?

• Can you guess what they are trying to do? What might they need?

• Are there visible moments of frustration, confusion, or waiting?

4

Observe communications

• Are there signs or instructions?

• Do people notice them? Do they read them or ignore them?

• What do people do after reading (or not reading) a sign?

5

Write reflections immediately

As soon as you leave the space, take 5–10 minutes to write down your impressions while they’re still fresh.

Results

A set of direct observations from real settings, providing insight into the user experience in action. These notes will inform your interpretation and help you identify practical improvement areas.

Tips

• Stay discreet—observe, don’t interfere.

• If someone asks what you’re doing, politely explain you're observing the service environment for research purposes (without naming individuals).

• Be open-minded—what surprises you may be the most useful insight.

• Pay attention to what’s not happening, too—empty spaces, ignored signs, or people hesitating.

• Observe across different times or days if possible—patterns change.

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Share Your Experience

We'd love to hear how you're using this tool! Please share your examples and feedback to inspire others and help improve the Booster. Submit your example today and be part of our community.