Let’s be honest — we all love the idea of sitting down with real users, asking thoughtful questions, and uncovering golden insights. But what happens when… there are no users?
Maybe you’re designing a brand-new product, working on a tight budget, or your legal team just said “no interviews, no surveys, nothing involving people.” (Been there.)
So how do you do UX research without users? While it might sound like a contradiction, the truth is: you can still uncover valuable insights, even without direct access to end-users.
Here’s how:
1. Tap Into Existing Data (A.K.A. Desk Research)
Before you panic, take a deep dive into what already exists. This includes:
- Analytics data (Google Analytics, Hotjar heatmaps, etc.)
- Customer support tickets
- App store reviews and product feedback
- Social media comments
- Internal documentation or reports from sales, marketing, or product teams
Pro Tip: You’d be surprised how many UX clues hide in 1-star reviews. Look for patterns in pain points.
2. Competitive & Comparative Analysis
If you don’t have users, chances are your competitors do.
Study how similar platforms solve the same problem. Ask:
- How is their onboarding experience?
- What flows or features are consistently prioritized?
- What seems to frustrate their users (check their forums or reviews)?
Create a simple matrix comparing strengths and weaknesses. This can uncover industry norms — or opportunities to stand out.
3. Heuristic Evaluation & Cognitive Walkthroughs
Sometimes, you (and your team) are your best proxy users. Using UX best practices, walk through the product as if you’re seeing it for the first time.
Ask:
- Is the flow logical?
- Are buttons clear?
- Is the copy understandable?
You can also run a cognitive walkthrough: pretend you’re a user with a specific task and try completing it step-by-step, noting every friction point.
4. Leverage Stakeholder and SME Insights
When you can’t talk to users, talk to the next best thing: people who talk to users.
- Sales reps
- Customer support agents
- Subject matter experts (especially in B2B or healthcare)
They can often share anecdotes, trends, or workarounds they see users relying on — insights you won’t find in data alone.
5. Read Up: Forums, Reddit, Communities
You might not be able to talk to users, but you can listen to them in the wild.
Check:
- Reddit threads (e.g., r/userexperience, r/UXDesign, or industry-specific subs)
- Facebook groups
- Product Hunt comments
- Quora and StackOverflow (for technical tools)
This kind of secondary ethnography helps you understand language, frustrations, and even unexpected use cases. So next time you are browsing and getting invested in the conversations on forums online, tell your boss its ethnography 2025. *insert giggles*
6. Do Thought Experiments and Proto-Personas
If your product is in early stages, build proto-personas — based on assumptions, internal knowledge, and educated guesses.
Ask:
- What are the goals and pain points of our “ideal” user?
- What environment might they be in when using this?
- What might they compare our product to?
No, this isn’t a substitute for real users — but it’s a great placeholder until you can validate with them.
Real Talk: This Isn’t Forever
Working without users is like cooking without salt — doable, but not ideal. These methods help you build momentum, make informed decisions, and show stakeholders the value of user insights.
And the bonus? When the time does come to talk to users, you’ll be ready with thoughtful questions and clearer hypotheses.
You don’t need users to be a great UX researcher — you need resourcefulness, curiosity, and empathy. Think of this stage as “UX detective mode.” You’re piecing together clues to get as close to the user as possible, even if you can’t knock on their door (yet).
So the next time someone says, “We can’t do research, we don’t have users,” you can smile and say, “Watch me.”
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