tech-hub-skills 1.0.0

package/tech_hub_skills/roles/product-designer/skills/02-user-research/README.md

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+# pd-02: User Research & Insights
+
+> **Understand Your Users**: Systematic methods for gathering, analyzing, and synthesizing user insights to inform product decisions.
+
+---
+
+## Overview
+
+| Attribute | Value |
+|-----------|-------|
+| **Skill ID** | pd-02 |
+| **Role** | Product Designer |
+| **Complexity** | Medium |
+| **Dependencies** | None |
+| **Outputs** | Research Reports, Personas, Journey Maps |
+
+---
+
+## Core Capabilities
+
+### 1. User Interview Design
+
+```yaml
+interview_framework:
+  preparation:
+    research_questions:
+      - "What are we trying to learn?"
+      - "What decisions will this inform?"
+      - "What's our hypothesis to validate/invalidate?"
+
+    participant_criteria:
+      - Target segment characteristics
+      - Usage patterns (new, power user, churned)
+      - Diversity considerations
+
+    interview_structure:
+      opening: "5 min - Build rapport, explain purpose"
+      warm_up: "5 min - Easy background questions"
+      core: "30 min - Deep dive on research questions"
+      exploration: "10 min - Follow unexpected threads"
+      closing: "5 min - Summary, next steps, thank you"
+
+  question_types:
+    behavioral: "Tell me about the last time you..."
+    contextual: "Walk me through how you typically..."
+    emotional: "How did that make you feel?"
+    comparative: "How does this compare to...?"
+    projective: "If you could wave a magic wand..."
+
+  interview_guide_template: |
+    # User Interview Guide: [Topic]
+
+    ## Objectives
+    1. [Research objective 1]
+    2. [Research objective 2]
+
+    ## Warm-Up (5 min)
+    - Tell me about your role and how long you've been in it.
+    - What does a typical day look like for you?
+
+    ## Core Questions (30 min)
+
+    ### Theme 1: [Topic]
+    - [Open-ended question]
+      - Follow-up: [Probe deeper]
+      - Follow-up: [Explore emotions]
+
+    ### Theme 2: [Topic]
+    - [Open-ended question]
+      - Follow-up: [Probe deeper]
+
+    ## Closing (5 min)
+    - Is there anything else you'd like to share?
+    - Would you be open to follow-up questions?
+
+  synthesis_framework:
+    step_1: "Transcribe or summarize each interview"
+    step_2: "Extract key quotes and observations"
+    step_3: "Identify patterns across interviews"
+    step_4: "Create affinity diagram"
+    step_5: "Synthesize into insights and recommendations"
+```
+
+### 2. Survey Design & Analysis
+
+```yaml
+survey_design:
+  question_types:
+    scale:
+      likert: "1-5 agree/disagree"
+      nps: "0-10 likelihood to recommend"
+      semantic_differential: "Easy ---- Difficult"
+
+    multiple_choice:
+      single_select: "Choose one option"
+      multi_select: "Choose all that apply"
+      ranking: "Order by preference"
+
+    open_ended:
+      short_text: "Brief response"
+      long_text: "Detailed feedback"
+
+  best_practices:
+    - "Start with easy, engaging questions"
+    - "Group related questions together"
+    - "Use simple, unambiguous language"
+    - "Avoid leading questions"
+    - "Include 'Other' options with text input"
+    - "Keep surveys under 5 minutes"
+    - "Test with 3-5 people before launching"
+
+  sample_size_calculator:
+    formula: "n = (Z² × p × (1-p)) / e²"
+    where:
+      Z: "1.96 for 95% confidence"
+      p: "0.5 for maximum variability"
+      e: "margin of error (e.g., 0.05 for ±5%)"
+    example:
+      confidence: "95%"
+      margin_of_error: "5%"
+      sample_size: "385 responses"
+
+  nps_analysis:
+    calculation: "% Promoters (9-10) - % Detractors (0-6)"
+    benchmarks:
+      excellent: ">70"
+      good: "50-70"
+      acceptable: "30-50"
+      needs_improvement: "<30"
+```
+
+### 3. Persona Development
+
+```markdown
+# Persona Template
+
+## [Persona Name]
+
+![Photo placeholder]
+
+**Demographics**
+- Age: [Range]
+- Role: [Job title]
+- Industry: [Sector]
+- Location: [Region]
+- Tech savviness: [Low/Medium/High]
+
+**Quote**
+> "[Representative quote that captures their mindset]"
+
+---
+
+### Goals
+1. [Primary goal]
+2. [Secondary goal]
+3. [Tertiary goal]
+
+### Frustrations
+1. [Pain point 1]
+2. [Pain point 2]
+3. [Pain point 3]
+
+### Behaviors
+- [Typical behavior pattern]
+- [Tool/product usage]
+- [Information seeking habits]
+
+### Needs
+| Need | Priority | Current Solution |
+|------|----------|------------------|
+| [Need 1] | High | [How they solve it today] |
+| [Need 2] | Medium | [How they solve it today] |
+
+### Scenario
+[A day-in-the-life story that illustrates their context and challenges]
+
+---
+
+### Products/Tools Used
+- [Tool 1] - [What for]
+- [Tool 2] - [What for]
+
+### Influencers
+- [Who influences their decisions]
+- [Information sources they trust]
+
+### Key Insights for Design
+1. [Design implication 1]
+2. [Design implication 2]
+3. [Design implication 3]
+```
+
+### 4. Customer Journey Mapping
+
+```yaml
+journey_map_structure:
+  stages:
+    awareness: "How do they discover the need/solution?"
+    consideration: "How do they evaluate options?"
+    decision: "How do they choose?"
+    onboarding: "How do they get started?"
+    usage: "How do they use the product?"
+    retention: "What keeps them coming back?"
+    advocacy: "How do they share with others?"
+
+  elements_per_stage:
+    actions: "What are they doing?"
+    thoughts: "What are they thinking?"
+    emotions: "How are they feeling?"
+    touchpoints: "Where do they interact?"
+    pain_points: "What frustrates them?"
+    opportunities: "How can we improve?"
+
+  journey_map_template: |
+    ┌─────────────────────────────────────────────────────────────────────┐
+    │                     CUSTOMER JOURNEY MAP                            │
+    │ Persona: [Name]    |    Scenario: [Context]                        │
+    ├───────────┬───────────┬───────────┬───────────┬───────────┬────────┤
+    │ STAGE     │ Awareness │ Consider  │ Decision  │ Onboard   │ Usage  │
+    ├───────────┼───────────┼───────────┼───────────┼───────────┼────────┤
+    │ ACTIONS   │           │           │           │           │        │
+    ├───────────┼───────────┼───────────┼───────────┼───────────┼────────┤
+    │ THOUGHTS  │           │           │           │           │        │
+    ├───────────┼───────────┼───────────┼───────────┼───────────┼────────┤
+    │ EMOTIONS  │  😐 → 🤔  │  🤔 → 😟  │  😟 → 😊  │  😊 → 😤  │   😤   │
+    ├───────────┼───────────┼───────────┼───────────┼───────────┼────────┤
+    │ TOUCHPTS  │           │           │           │           │        │
+    ├───────────┼───────────┼───────────┼───────────┼───────────┼────────┤
+    │ PAIN PTS  │           │           │           │           │        │
+    ├───────────┼───────────┼───────────┼───────────┼───────────┼────────┤
+    │ OPPTYS    │           │           │           │           │        │
+    └───────────┴───────────┴───────────┴───────────┴───────────┴────────┘
+```
+
+### 5. Competitive Analysis
+
+```yaml
+competitive_analysis:
+  framework:
+    direct_competitors: "Same product, same market"
+    indirect_competitors: "Different product, same problem"
+    aspirational: "Best-in-class experiences to learn from"
+
+  analysis_dimensions:
+    product:
+      - Features and capabilities
+      - User experience
+      - Pricing model
+      - Target audience
+      - Strengths and weaknesses
+
+    market:
+      - Market share
+      - Brand perception
+      - Customer reviews
+      - Growth trajectory
+
+    strategy:
+      - Positioning
+      - Go-to-market approach
+      - Partnerships
+      - Recent announcements
+
+  competitive_matrix_template: |
+    | Feature/Capability | Our Product | Competitor A | Competitor B | Competitor C |
+    |--------------------|-------------|--------------|--------------|--------------|
+    | [Feature 1]        | ✅ Strong   | ✅ Strong    | ⚠️ Weak      | ❌ Missing   |
+    | [Feature 2]        | ⚠️ Weak     | ✅ Strong    | ✅ Strong    | ⚠️ Weak      |
+    | [Feature 3]        | ❌ Missing  | ⚠️ Weak      | ✅ Strong    | ✅ Strong    |
+    | Price              | $$          | $$$          | $            | $$           |
+    | Target Segment     | SMB         | Enterprise   | Startup      | Mid-market   |
+
+  swot_template:
+    strengths: "What do we do better than competitors?"
+    weaknesses: "Where do competitors outperform us?"
+    opportunities: "What gaps can we exploit?"
+    threats: "What competitor moves threaten us?"
+```
+
+---
+
+## Research Methods Matrix
+
+| Method | When to Use | Sample Size | Time Required | Output |
+|--------|-------------|-------------|---------------|--------|
+| **User Interviews** | Deep understanding | 5-15 | 2-4 weeks | Insights, quotes |
+| **Surveys** | Quantitative validation | 100-1000+ | 1-2 weeks | Statistics, trends |
+| **Usability Testing** | Evaluate designs | 5-8 | 1-2 weeks | Issues, improvements |
+| **Card Sorting** | Information architecture | 15-30 | 1 week | Categories, labels |
+| **A/B Testing** | Compare options | 1000+ | 2-4 weeks | Statistical winner |
+| **Analytics Review** | Behavior patterns | N/A | 1-3 days | Usage data |
+| **Diary Studies** | Long-term behavior | 10-20 | 2-4 weeks | Longitudinal insights |
+| **Focus Groups** | Group dynamics | 6-10 per group | 1-2 weeks | Themes, consensus |
+
+---
+
+## Research Report Template
+
+```markdown
+# Research Report: [Study Title]
+
+**Date**: [Date]
+**Researcher**: [Name]
+**Stakeholders**: [Who requested/will use this]
+
+---
+
+## Executive Summary
+[2-3 paragraph summary of key findings and recommendations]
+
+## Research Objectives
+1. [Objective 1]
+2. [Objective 2]
+3. [Objective 3]
+
+## Methodology
+- **Method**: [Interviews/Survey/Usability testing/etc.]
+- **Participants**: [Number and criteria]
+- **Duration**: [Timeframe]
+- **Tools Used**: [Software, recording, analysis]
+
+## Key Findings
+
+### Finding 1: [Title]
+**Insight**: [What we learned]
+**Evidence**: [Data, quotes, observations]
+**Implication**: [What this means for the product]
+
+### Finding 2: [Title]
+**Insight**: [What we learned]
+**Evidence**: [Data, quotes, observations]
+**Implication**: [What this means for the product]
+
+## Recommendations
+
+| Priority | Recommendation | Rationale | Effort |
+|----------|----------------|-----------|--------|
+| High | [Recommendation 1] | [Why] | [Est.] |
+| Medium | [Recommendation 2] | [Why] | [Est.] |
+
+## Next Steps
+1. [Action item 1] - Owner: [Name] - Due: [Date]
+2. [Action item 2] - Owner: [Name] - Due: [Date]
+
+## Appendix
+- Raw data
+- Interview transcripts
+- Survey results
+- Participant demographics
+```
+
+---
+
+## Quick Wins
+
+### 5-Minute Insight Capture
+After any user interaction:
+1. What surprised you?
+2. What confirmed your assumptions?
+3. What new questions emerged?
+4. What would you do differently next time?
+
+### 30-Minute Competitive Scan
+1. Google the problem you're solving (5 min)
+2. Check G2/Capterra reviews for top 3 competitors (10 min)
+3. Sign up for competitor free trials (10 min)
+4. Note 3 strengths and 3 weaknesses each (5 min)
+
+### 1-Hour User Interview
+1. Prep interview guide from template (15 min)
+2. Conduct interview (30 min)
+3. Debrief and capture key quotes (15 min)
+
+---
+
+## Integration with Other Skills
+
+- **pd-01**: Feed research into requirements
+- **pd-03**: Use insights to fuel brainstorming
+- **pd-04**: Inform UX design decisions
+- **ds-05**: Combine with customer analytics
+- **ds-07**: Design experiments to validate findings