Shadowing in UX Research: the technique for discovering how users really behave

In the world of design and user-experience research, every technique that helps us better understand people’s behaviour brings fundamental value. One such technique, perhaps not mentioned as often as interviews or usability tests, is shadowing. In this post we dive into what this method involves, how it fits into a UX-research process and what its advantages and limitations are.

Photo by Miguel A Amutio on Unsplash.

What exactly is the shadowing technique?

Shadowing is a qualitative-observation method in which a researcher closely follows a user in the latter’s natural environment to understand how that person goes about everyday activities, without interfering with the behaviour. The aim is to capture directly and in real conditions, how the user interacts with products, services or processes, gathering information about habits, difficulties, friction points or needs that might go unnoticed in more controlled contexts.

It is especially useful when we want to go beyond what people say and start understanding what they actually do. In interviews or surveys we often obtain declarative information that does not always match real behaviour; shadowing closes that gap.

Types of shadowing in UX research and design thinking

Within people-centred research and design processes we usually employ three variants of the technique, depending on the level of participation we want to have as researchers:

• Observational shadowing (“fly on the wall”). The researcher adopts a completely passive role: merely observes and records, without intervening at all. The goal is to obtain the most objective, non-intrusive view of the user’s behaviour. Notes, audio/video and contextual details are captured.
• Participatory shadowing. The researcher becomes lightly involved in the activity. He or she may perform simple tasks, ask occasional questions or accompany the user on part of the journey, always without making decisions or steering the process. This helps to grasp the user’s emotions and motivations.
• Structured shadowing. Observation follows a predefined plan. The team decides in advance which behaviour categories or specific events will be recorded, often using check-lists or templates that allow more systematic or even quantitative analysis. This approach is frequently combined with other research methods to gain a fuller picture.

When should we apply shadowing in UX projects?

Shadowing is very useful when we need to understand complex contexts or when usage processes are hard for users to verbalise, for example:

• Redesigning an internal customer-support tool: observing real use under real pressure provides a complete picture.
• Urban-mobility projects: accompanying commuters exposes frictions that might not come up in interviews.
• Healthcare services: processes are complex and patients or professionals are not always fully aware of the problems they face.
• Industrial or logistics environments: routines and workflows have practical implications that are difficult to explain without seeing them in action.

Advantages of shadowing in UX research

The use of this technique in research projects has several specific benefits that should be taken into account:

• Captures authentic behaviour in real, everyday interactions, unlike artificial lab or interview settings.
• Offers direct environmental information, enabling us to design more intuitive experiences aligned with real user needs.
• It is particularly useful for detecting undeclared behaviours, i.e. those that people do not consciously mention but which, when observed, reveal opportunities for improvement.

Disadvantages and limitations

Like any technique, shadowing also has its limitations and aspects to consider before using it:

• Should be complemented with other methods (e.g. in-depth interviews, surveys) to achieve a balanced, corroborated view.
• Findings are closely tied to the specific context and individual observed; they are not always representative of the entire population.
• Can be intrusive if the participant relationship is not managed carefully; clear purpose and informed consent are essential.

Conclusion

Shadowing is a highly valuable technique when we want to understand real user behaviour in habitual surroundings. It allows us to leave controlled spaces and approach users’ everyday reality, capturing nuances, pain points and opportunities that might otherwise go unnoticed.

Planning is crucial: define the right participation level and combine shadowing with other methods to build a rigorous, holistic view. At Torresburriel Estudio we have found shadowing key in many projects for uncovering insights that enrich product and service design, always putting people at the centre of the process.

This is a translation of the following article from our corporate website:

[embed]Shadowing en UX Research | Torresburriel Estudio El shadowing es una técnica de observación que permite analizar directamente cómo las personas interactúan con…torresburriel.com