Understanding User Needs


  1. Who this course is suitable for
  2. What you’ll achieve
  3. Who developed this course
  4. Apply for this course

Discover qualitative UX research methods, UX interview best practice, and affinity programming for user-centred UX design.


Explore how to better meet user needs through data-driven user-centred design
To design an effective product or system, it is vital to understand the specific needs and abilities of the people using it.

On this UX research course, you’ll develop your ability to interact with your users by understanding what they need, what they don’t need, as well as their likes, and dislikes.

Discover a user-centred design approach
Led by experts in UX design at the University of Michigan, you’ll discover practical techniques for better understanding your user, including user needs assessments and qualitative research methodology.

As you consider how human behaviour relates to UX design, you’ll identify the value of qualitative UX research for understanding user needs.

Learn how to conduct effective UX interviews
Alongside a global group of learners, you’ll discover various data gathering techniques for learning more about your user, including UX interview questions, protocol, and technique.

You’ll learn best practice approaches for conducting effective UX interviews and in-situ user observations, as well as how to use affinity diagramming to analyse your findings.

Implement data-driven UX design
As you learn how to extract data from research, interviews, and observations of your users, you’ll develop your ability to translate these learnings into your UX design practice.

By the end of this course, you’ll understand not only how to extract data from your users, but also how to use this data to meet user needs through data-driven UX.

What topics will you cover?

  • Introduction and Qualitative Research Overview
  • Interview Protocols
  • Interviews, Observation, and Data Extraction
  • Affinity Walls and Analysis
  • Conclusion

Who this course is suitable for

This course is designed for anyone looking to gain experience in UX principles, techniques, and processes, but specifically in the area of UX research and interviews.

What you’ll achieve

By the end of the course, you‘ll be able to…

  • Explore what user needs assessments are, what qualitative research is, and how the two are related.
  • Describe an end-to-end methodology for qualitative research that is suited for understanding user needs.
  • Explore semi-structured interviews, in-situ observation, and affinity walls.
  • Develop experience with semi-structured interviews, in-situ observations, and affinity walls.

Who developed this course

University of Michigan 

As the #1 public research university in the United States, U-M has been a leader in research, learning, and teaching for more than 200 years, with 102 Grad programs in the top 10 — U.S. News & World Report (2019).

Apply for this course

  • To apply for a funded position on this course, please complete the form below.

    Who is eligible to apply
    • Applications are open to local authority staff in England only.
    • Applicants may only submit an application for 1 certified course at a time. Upon completion of that course, an application for further training can be submitted.
    • Applicants are expected to begin the course within one month of their application being accepted.

    Please allow 7 days for us to process your application.

  • This is to verify that you work for an eligible local authority. If you would like to provide a different email address for course correspondences, you can input it in the next form field.
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  • We are interested in tracking how your knowledge increases as a result of completing this course, so please provide an indication of your current knowledge of the course topic.

Course provider

Future Learn

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