The New Way to Conduct Real-Time User Research

Contextual observation is a method of observing how users interact with a product in their natural environment. It differs from traditional usability testing as it involves real-time observation of user engagement with new features post-launch. This approach provides valuable insights into the performance and efficacy of a feature, as well as qualitative feedback on user satisfaction. Feature flag driven development (FFDD) is an essential tool for contextual observation, allowing developers to control the release and visibility of new features. By gradually rolling out features and targeting specific user segments, FFDD mitigates risks associated with launching new features while enabling continuous delivery of software updates. Companies like Google, Facebook, Amazon, Quora, and Asana have successfully implemented contextual observation using feature flags to improve their products' usability and user experience.