IA Day 2
Build the Research Plan
Mini-lesson on Criterion A evidence, then protected time to design and begin your research plan.
What evidence do you need to understand your intended user and existing product?
The goal is to leave class with visible evidence—not just ideas in your head.
Criterion A: Empathize — 9 marks
IB assesses three connected strands.
Analyse a primary persona
Characteristics, context, preferences, motivations and requirements relevant to the redesign.
Observe a specific task
Present the intended user’s sequence and challenges while using the existing product.
Analyse successes + weaknesses
Use evidence about key features and comparable products.
Know what evidence the three strands actually require.
Show + explain the user
Use a range of digital images showing the primary persona’s issues with an existing product, plus explanation of relevant characteristics, context, preferences, motivations and requirements.
Show the specific task
Create a visual storyboard that highlights issues encountered by the primary persona while using the product. Extended writing is not needed for this strand.
Test a range
Use annotated images of product testing. The guide says a typical range is four to six existing products.
Criterion A is approximately 9 pages / 900 words.
Every method should answer a question.
| Research question | Method | Evidence expected | Where it will be used |
|---|---|---|---|
| Where does the task break down? | Observation + task analysis | Steps, pain points, workarounds | Storyboard / problem direction |
| Why do users value certain features? | Interview | Motivations + explanations | Persona / specifications |
| Which product features currently succeed or fail? | Product analysis + testing | Performance + usability evidence | Existing product analysis |
Build and begin your research plan.
Check your plan for these common weaknesses.
Only surveys
Likely too little observed behaviour and task evidence.
Random web research
No clear question or design decision connected to the source.
Mixed evidence
Observation + user explanation + product analysis + targeted secondary evidence.
Before you leave…
Ergonomics & Anthropometrics
Keep the evidence chain moving: user → research → decision → test.
IA Criterion A: primary persona evidence · storyboard from observed task · annotated testing of a typical 4–6 existing products · approx. 9 marks / 9 pages / 900 recommended words · footnote referencing and academic integrity.