When you want to gain even more understanding of how a user experiences a product, service or process.

Literally put yourself into the place of the user and attempt to use the "thing" to achieve the same goals that the user has.

1. Think – which user am I? What are my goals?
2. Check if it's practical to do this (those airline passengers might not be pleased to find you've been "having a go" at being pilot).
3. Get into the seat of the user and try to achieve their goals by using the thing.
4. Getting confused? Frustrated? Trying to follow work-arounds? Make notes as you go.
5. Ideally compare your experience with other colleagues/team members trying to become the user.
6. Try to identify themes and see if they match up with themes from other research.