UX Research Report

Background

This project was sparked by my own positive experiences breastfeeding during the covid-19 pandemic. I am interested in exploring how more women can be supported during their breastfeeding journey and how positive aspects of the pandemic environment can be harnessed to create a product that helps more women to breastfeed.

This project is focused on the empathise and define aspects of the UX design process. It uses explorative research methods to understand the experiences of breastfeeding mothers during the pandemic and how their positive experiences during lockdown can be used to create a solution for breastfeeding after covid.

My role:

I am a user researcher focussing on qualitative research methods, this case study was originally conducted as part of my MSc. psychology.

I led the end-to-end process including recruitment of users, data analysis, formation of results, impact and next steps.

Timeline

This project is a portion of a larger thesis studying the impact of new mothers during the covid-19 pandemic The timeline for this case study is as follows:

• Recruitment of users: 2 weeks

• Conducting research: 3 weeks

• Analysis: 3 weeks

• Report: 1 week

Background research:

Existing data shows that breastfeeding benefits both the infant and the breastfeeding mother, but the UK has some of the lowest breastfeeding rates in the world.

The UK figures show that initiation is high at 81% but this drops rapidly, with rates of <1% after 6 months, compare this to other developed countries such as USA and Norway where rates at 12 months are 27% and 35% respectively.

Many parents choose not or are biologically unable to breastfeed for multiple reasons but it is reported that many would breastfeed for longer but are unable to due to a lack of professional support or an unsupportive environment.

“It is crucial to bear in mind the various barriers and challenges faced by mums when it comes to breastfeeding.

“Generally mums are aware that breastfeeding is best for their baby but often don’t get the right support if they encounter problems in the early weeks — which many, many do.

“As a result, significant numbers give up on breastfeeding.”

— Sarah Redshaw, The BabyCentre

The pandemic inflicted a huge impact both positive and negative on breastfeeding with reports stating some women benefited from the pandemic lifestyle whilst others felt their ability to breastfeed was impeded by situations and circumstances created by the pandemic.

Goals:

The long-term aim of the project is to investigate, develop and/or improve tech for breastfeeding mothers, by incorporating new research from mothers who breastfed during the pandemic.

What are the goals of this report?

1. What influenced the user’s decision to breastfeed?

2. What helped the user in their breastfeeding journey?

3. What set-back their breastfeeding journey?

4. How did the pandemic affect their breastfeeding story?

This report presents a customer journey map, personas and pain points uncovered during the explorative research where I focused on empathising and defining the problem. This information will be used as a starting point to help development of a product or building on existing products to support mothers that choose to breastfeed.

Research methodology

For this project, I decided on several different research methods.

1. Analysis of secondary studies (specifically meta-analysis of previous behavioural studies)

2. Sample interview + screener survey

3. Semi-structured interviews

Analysis of secondary studies allowed me to increase my understanding of breastfeeding within the UK, specifically during covid-19.

I decided on semi-structured interviews for the one-on-one generative interviews, each lasting approximately 30–60 minutes. Eight participants passed the screener survey and fully consented to the study. These interviews focused on how the participants felt about breastfeeding before having their baby, comparing this to the reality and how lockdown affected their experience.

I also discussed what products or people played a role in their experiences. This method helped me to uncover pain points and positives to their experiences.

Interviews were recorded by the interviewer remotely via zoom due to potential risks of Covid-19, using a password-protected computer. The recordings were transcribed and anonymised using Otter.

Recruitment criteria and process

Participants were recruited through mother and baby groups:

• in person

• online

Our inclusion criteria focused on the following:

• Geography: UK

• Age: 20–40

• Language: English

• First-time parents

• Child born during the pandemic

• Child had been breastfed

There was no financial incentive for the study but all participants were interested in what findings were uncovered.

Interview process and methodology

The study used Interpretative phenomenological analysis (IPA). It follows a dynamic process, with the interviewer, and the contributor both actively participating (Smith & Eatough, 2007).

IPA uses a double hermeneutic, or double interpretation to understand the collected data, following both an empathic and critical approach, attempting to fully empathise with the contributor (Ricoeur, 1970).

During the interview sessions, I used open-ended questions, active listening alongside further non-verbal skills.

It fitted the study to use the TEDW approach to ask many questions.

• “Tell me more…”

• “Explain why…”

• “Describe why…”

• “Walk me through…”

Here is a link to the moderation guide.

Results analysis

I synthesised the research sessions by listening to each session 24 hours afterward and transcribing the session using Otter, checking for mistakes. ​​The transcripts were read multiple times as follows:

1. First for an initial understanding and feel

2. Second to collate the broader, descriptive comments

3. Third for greater analytical depth, comparing statements and rhetoric to broader context, reflecting on the use of language.

To prevent the first transcripts dominating the direction of final themes the transcripts read later were analysed and referred to in different orders so further themes could be considered. I carried out further analysis using highlighted mind maps and affinity diagrams, including quotations and findings from transcripts, before a table of themes was created.

I discussed all of my findings with my mentor who offered amendments and further insight prior to completion.

Output and Impact

After the synthesis of data I produced a report that gives a high-level overview of the information collected, in a concise way.

Benefits and pain points

Although much of the research ending up focussed on individuals levels of self-efficacy and confidence there were many tangible factors affecting the individuals breastfeeding journey.

I created 2 different personas, user stories and user journeys to reflect the different type of user encountered.

Personas

Both users want to improve their experience as a breastfeeding mother.

Persona, user story and user journey below:

The first user is outgoing, gregarious and confident. Breastfeeding is incredibly important to this user but she wants to be able to build back more socialising into her day-to-day life.

The second user is less confident about her breastfeeding, she wants greater help and more tools to help her succeed.

User story, persona and user journey summarised below:

These personas and journey maps will enable the ideation process, to produce a product for a real user, anchoring and prioritising their decisions.

In addition to the deliverables, I presented the results as a dissertation, receiving a distinction.

Next steps and recommendations

Many pain points came out of the research although few factors in the study connected directly to covid-19. In many respects this research emphasises the similarities that the enforced lockdown has to the lifestyle of a person breastfeeding. It shows there are multiple ways that breastfeeding mothers lives can be improved through

1/ Increasing connection and sociability

2/ Increasing education for mothers, partners, friends and society

3/ Increasing self-efficacy to help mothers believe in their own abilities

These areas will be investigated as I continue towards the design ideation stage.

Reflections

What went well:

• The methodology allowed us to reach our goals

• The methods used to collect the data were accurate and well thought through.

• The report allowed me to follow the process of a UX research case study

• The report has created areas for ideation and further discovery

Challenges:

• Recruitment was through a narrow group of mainly well-educated caucasian women. -> Sociodemographic diversity will be prioritised in future studies.

• Research did not include anybody with accessibility concerns. -> Mothers with accessibility needs should participate in subsequent studies

• The original scope of the project was changed in order to be tailored to a UX research report. -> Certain questions would focus more on products and services.