use as a case study

The Ultimate Guide to Qualitative Research - Part 1: The Basics

• Introduction and overview
• What is qualitative research?
• What is qualitative data?
• Examples of qualitative data
• Qualitative vs. quantitative research
• Mixed methods
• Qualitative research preparation
• Theoretical perspective
• Theoretical framework
• Literature reviews

Research question

• Conceptual framework
• Conceptual vs. theoretical framework

Data collection

• Qualitative research methods
• Focus groups
• Observational research

What is a case study?

Applications for case study research, what is a good case study, process of case study design, benefits and limitations of case studies.

• Ethnographical research
• Ethical considerations
• Confidentiality and privacy
• Power dynamics
• Reflexivity

Case studies

Case studies are essential to qualitative research , offering a lens through which researchers can investigate complex phenomena within their real-life contexts. This chapter explores the concept, purpose, applications, examples, and types of case studies and provides guidance on how to conduct case study research effectively.

Whereas quantitative methods look at phenomena at scale, case study research looks at a concept or phenomenon in considerable detail. While analyzing a single case can help understand one perspective regarding the object of research inquiry, analyzing multiple cases can help obtain a more holistic sense of the topic or issue. Let's provide a basic definition of a case study, then explore its characteristics and role in the qualitative research process.

Definition of a case study

A case study in qualitative research is a strategy of inquiry that involves an in-depth investigation of a phenomenon within its real-world context. It provides researchers with the opportunity to acquire an in-depth understanding of intricate details that might not be as apparent or accessible through other methods of research. The specific case or cases being studied can be a single person, group, or organization – demarcating what constitutes a relevant case worth studying depends on the researcher and their research question .

Among qualitative research methods , a case study relies on multiple sources of evidence, such as documents, artifacts, interviews , or observations , to present a complete and nuanced understanding of the phenomenon under investigation. The objective is to illuminate the readers' understanding of the phenomenon beyond its abstract statistical or theoretical explanations.

Characteristics of case studies

Case studies typically possess a number of distinct characteristics that set them apart from other research methods. These characteristics include a focus on holistic description and explanation, flexibility in the design and data collection methods, reliance on multiple sources of evidence, and emphasis on the context in which the phenomenon occurs.

Furthermore, case studies can often involve a longitudinal examination of the case, meaning they study the case over a period of time. These characteristics allow case studies to yield comprehensive, in-depth, and richly contextualized insights about the phenomenon of interest.

The role of case studies in research

Case studies hold a unique position in the broader landscape of research methods aimed at theory development. They are instrumental when the primary research interest is to gain an intensive, detailed understanding of a phenomenon in its real-life context.

In addition, case studies can serve different purposes within research - they can be used for exploratory, descriptive, or explanatory purposes, depending on the research question and objectives. This flexibility and depth make case studies a valuable tool in the toolkit of qualitative researchers.

Remember, a well-conducted case study can offer a rich, insightful contribution to both academic and practical knowledge through theory development or theory verification, thus enhancing our understanding of complex phenomena in their real-world contexts.

What is the purpose of a case study?

Case study research aims for a more comprehensive understanding of phenomena, requiring various research methods to gather information for qualitative analysis . Ultimately, a case study can allow the researcher to gain insight into a particular object of inquiry and develop a theoretical framework relevant to the research inquiry.

Why use case studies in qualitative research?

Using case studies as a research strategy depends mainly on the nature of the research question and the researcher's access to the data.

Conducting case study research provides a level of detail and contextual richness that other research methods might not offer. They are beneficial when there's a need to understand complex social phenomena within their natural contexts.

The explanatory, exploratory, and descriptive roles of case studies

Case studies can take on various roles depending on the research objectives. They can be exploratory when the research aims to discover new phenomena or define new research questions; they are descriptive when the objective is to depict a phenomenon within its context in a detailed manner; and they can be explanatory if the goal is to understand specific relationships within the studied context. Thus, the versatility of case studies allows researchers to approach their topic from different angles, offering multiple ways to uncover and interpret the data .

The impact of case studies on knowledge development

Case studies play a significant role in knowledge development across various disciplines. Analysis of cases provides an avenue for researchers to explore phenomena within their context based on the collected data.

This can result in the production of rich, practical insights that can be instrumental in both theory-building and practice. Case studies allow researchers to delve into the intricacies and complexities of real-life situations, uncovering insights that might otherwise remain hidden.

Types of case studies

In qualitative research , a case study is not a one-size-fits-all approach. Depending on the nature of the research question and the specific objectives of the study, researchers might choose to use different types of case studies. These types differ in their focus, methodology, and the level of detail they provide about the phenomenon under investigation.

Understanding these types is crucial for selecting the most appropriate approach for your research project and effectively achieving your research goals. Let's briefly look at the main types of case studies.

Exploratory case studies

Exploratory case studies are typically conducted to develop a theory or framework around an understudied phenomenon. They can also serve as a precursor to a larger-scale research project. Exploratory case studies are useful when a researcher wants to identify the key issues or questions which can spur more extensive study or be used to develop propositions for further research. These case studies are characterized by flexibility, allowing researchers to explore various aspects of a phenomenon as they emerge, which can also form the foundation for subsequent studies.

Descriptive case studies

Descriptive case studies aim to provide a complete and accurate representation of a phenomenon or event within its context. These case studies are often based on an established theoretical framework, which guides how data is collected and analyzed. The researcher is concerned with describing the phenomenon in detail, as it occurs naturally, without trying to influence or manipulate it.

Explanatory case studies

Explanatory case studies are focused on explanation - they seek to clarify how or why certain phenomena occur. Often used in complex, real-life situations, they can be particularly valuable in clarifying causal relationships among concepts and understanding the interplay between different factors within a specific context.

Intrinsic, instrumental, and collective case studies

These three categories of case studies focus on the nature and purpose of the study. An intrinsic case study is conducted when a researcher has an inherent interest in the case itself. Instrumental case studies are employed when the case is used to provide insight into a particular issue or phenomenon. A collective case study, on the other hand, involves studying multiple cases simultaneously to investigate some general phenomena.

Each type of case study serves a different purpose and has its own strengths and challenges. The selection of the type should be guided by the research question and objectives, as well as the context and constraints of the research.

The flexibility, depth, and contextual richness offered by case studies make this approach an excellent research method for various fields of study. They enable researchers to investigate real-world phenomena within their specific contexts, capturing nuances that other research methods might miss. Across numerous fields, case studies provide valuable insights into complex issues.

Critical information systems research

Case studies provide a detailed understanding of the role and impact of information systems in different contexts. They offer a platform to explore how information systems are designed, implemented, and used and how they interact with various social, economic, and political factors. Case studies in this field often focus on examining the intricate relationship between technology, organizational processes, and user behavior, helping to uncover insights that can inform better system design and implementation.

Health research

Health research is another field where case studies are highly valuable. They offer a way to explore patient experiences, healthcare delivery processes, and the impact of various interventions in a real-world context.

Case studies can provide a deep understanding of a patient's journey, giving insights into the intricacies of disease progression, treatment effects, and the psychosocial aspects of health and illness.

Asthma research studies

Specifically within medical research, studies on asthma often employ case studies to explore the individual and environmental factors that influence asthma development, management, and outcomes. A case study can provide rich, detailed data about individual patients' experiences, from the triggers and symptoms they experience to the effectiveness of various management strategies. This can be crucial for developing patient-centered asthma care approaches.

Other fields

Apart from the fields mentioned, case studies are also extensively used in business and management research, education research, and political sciences, among many others. They provide an opportunity to delve into the intricacies of real-world situations, allowing for a comprehensive understanding of various phenomena.

Case studies, with their depth and contextual focus, offer unique insights across these varied fields. They allow researchers to illuminate the complexities of real-life situations, contributing to both theory and practice.

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Understanding the key elements of case study design is crucial for conducting rigorous and impactful case study research. A well-structured design guides the researcher through the process, ensuring that the study is methodologically sound and its findings are reliable and valid. The main elements of case study design include the research question , propositions, units of analysis, and the logic linking the data to the propositions.

The research question is the foundation of any research study. A good research question guides the direction of the study and informs the selection of the case, the methods of collecting data, and the analysis techniques. A well-formulated research question in case study research is typically clear, focused, and complex enough to merit further detailed examination of the relevant case(s).

Propositions

Propositions, though not necessary in every case study, provide a direction by stating what we might expect to find in the data collected. They guide how data is collected and analyzed by helping researchers focus on specific aspects of the case. They are particularly important in explanatory case studies, which seek to understand the relationships among concepts within the studied phenomenon.

Units of analysis

The unit of analysis refers to the case, or the main entity or entities that are being analyzed in the study. In case study research, the unit of analysis can be an individual, a group, an organization, a decision, an event, or even a time period. It's crucial to clearly define the unit of analysis, as it shapes the qualitative data analysis process by allowing the researcher to analyze a particular case and synthesize analysis across multiple case studies to draw conclusions.

Argumentation

This refers to the inferential model that allows researchers to draw conclusions from the data. The researcher needs to ensure that there is a clear link between the data, the propositions (if any), and the conclusions drawn. This argumentation is what enables the researcher to make valid and credible inferences about the phenomenon under study.

Understanding and carefully considering these elements in the design phase of a case study can significantly enhance the quality of the research. It can help ensure that the study is methodologically sound and its findings contribute meaningful insights about the case.

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Conducting a case study involves several steps, from defining the research question and selecting the case to collecting and analyzing data . This section outlines these key stages, providing a practical guide on how to conduct case study research.

Defining the research question

The first step in case study research is defining a clear, focused research question. This question should guide the entire research process, from case selection to analysis. It's crucial to ensure that the research question is suitable for a case study approach. Typically, such questions are exploratory or descriptive in nature and focus on understanding a phenomenon within its real-life context.

Selecting and defining the case

The selection of the case should be based on the research question and the objectives of the study. It involves choosing a unique example or a set of examples that provide rich, in-depth data about the phenomenon under investigation. After selecting the case, it's crucial to define it clearly, setting the boundaries of the case, including the time period and the specific context.

Previous research can help guide the case study design. When considering a case study, an example of a case could be taken from previous case study research and used to define cases in a new research inquiry. Considering recently published examples can help understand how to select and define cases effectively.

Developing a detailed case study protocol

A case study protocol outlines the procedures and general rules to be followed during the case study. This includes the data collection methods to be used, the sources of data, and the procedures for analysis. Having a detailed case study protocol ensures consistency and reliability in the study.

The protocol should also consider how to work with the people involved in the research context to grant the research team access to collecting data. As mentioned in previous sections of this guide, establishing rapport is an essential component of qualitative research as it shapes the overall potential for collecting and analyzing data.

Collecting data

Gathering data in case study research often involves multiple sources of evidence, including documents, archival records, interviews, observations, and physical artifacts. This allows for a comprehensive understanding of the case. The process for gathering data should be systematic and carefully documented to ensure the reliability and validity of the study.

Analyzing and interpreting data

The next step is analyzing the data. This involves organizing the data , categorizing it into themes or patterns , and interpreting these patterns to answer the research question. The analysis might also involve comparing the findings with prior research or theoretical propositions.

Writing the case study report

The final step is writing the case study report . This should provide a detailed description of the case, the data, the analysis process, and the findings. The report should be clear, organized, and carefully written to ensure that the reader can understand the case and the conclusions drawn from it.

Each of these steps is crucial in ensuring that the case study research is rigorous, reliable, and provides valuable insights about the case.

The type, depth, and quality of data in your study can significantly influence the validity and utility of the study. In case study research, data is usually collected from multiple sources to provide a comprehensive and nuanced understanding of the case. This section will outline the various methods of collecting data used in case study research and discuss considerations for ensuring the quality of the data.

Interviews are a common method of gathering data in case study research. They can provide rich, in-depth data about the perspectives, experiences, and interpretations of the individuals involved in the case. Interviews can be structured , semi-structured , or unstructured , depending on the research question and the degree of flexibility needed.

Observations

Observations involve the researcher observing the case in its natural setting, providing first-hand information about the case and its context. Observations can provide data that might not be revealed in interviews or documents, such as non-verbal cues or contextual information.

Documents and artifacts

Documents and archival records provide a valuable source of data in case study research. They can include reports, letters, memos, meeting minutes, email correspondence, and various public and private documents related to the case.

These records can provide historical context, corroborate evidence from other sources, and offer insights into the case that might not be apparent from interviews or observations.

Physical artifacts refer to any physical evidence related to the case, such as tools, products, or physical environments. These artifacts can provide tangible insights into the case, complementing the data gathered from other sources.

Ensuring the quality of data collection

Determining the quality of data in case study research requires careful planning and execution. It's crucial to ensure that the data is reliable, accurate, and relevant to the research question. This involves selecting appropriate methods of collecting data, properly training interviewers or observers, and systematically recording and storing the data. It also includes considering ethical issues related to collecting and handling data, such as obtaining informed consent and ensuring the privacy and confidentiality of the participants.

Data analysis

Analyzing case study research involves making sense of the rich, detailed data to answer the research question. This process can be challenging due to the volume and complexity of case study data. However, a systematic and rigorous approach to analysis can ensure that the findings are credible and meaningful. This section outlines the main steps and considerations in analyzing data in case study research.

Organizing the data

The first step in the analysis is organizing the data. This involves sorting the data into manageable sections, often according to the data source or the theme. This step can also involve transcribing interviews, digitizing physical artifacts, or organizing observational data.

Categorizing and coding the data

Once the data is organized, the next step is to categorize or code the data. This involves identifying common themes, patterns, or concepts in the data and assigning codes to relevant data segments. Coding can be done manually or with the help of software tools, and in either case, qualitative analysis software can greatly facilitate the entire coding process. Coding helps to reduce the data to a set of themes or categories that can be more easily analyzed.

Identifying patterns and themes

After coding the data, the researcher looks for patterns or themes in the coded data. This involves comparing and contrasting the codes and looking for relationships or patterns among them. The identified patterns and themes should help answer the research question.

Interpreting the data

Once patterns and themes have been identified, the next step is to interpret these findings. This involves explaining what the patterns or themes mean in the context of the research question and the case. This interpretation should be grounded in the data, but it can also involve drawing on theoretical concepts or prior research.

Verification of the data

The last step in the analysis is verification. This involves checking the accuracy and consistency of the analysis process and confirming that the findings are supported by the data. This can involve re-checking the original data, checking the consistency of codes, or seeking feedback from research participants or peers.

Like any research method , case study research has its strengths and limitations. Researchers must be aware of these, as they can influence the design, conduct, and interpretation of the study.

Understanding the strengths and limitations of case study research can also guide researchers in deciding whether this approach is suitable for their research question . This section outlines some of the key strengths and limitations of case study research.

Benefits include the following:

• Rich, detailed data: One of the main strengths of case study research is that it can generate rich, detailed data about the case. This can provide a deep understanding of the case and its context, which can be valuable in exploring complex phenomena.
• Flexibility: Case study research is flexible in terms of design , data collection , and analysis . A sufficient degree of flexibility allows the researcher to adapt the study according to the case and the emerging findings.
• Real-world context: Case study research involves studying the case in its real-world context, which can provide valuable insights into the interplay between the case and its context.
• Multiple sources of evidence: Case study research often involves collecting data from multiple sources , which can enhance the robustness and validity of the findings.

On the other hand, researchers should consider the following limitations:

• Generalizability: A common criticism of case study research is that its findings might not be generalizable to other cases due to the specificity and uniqueness of each case.
• Time and resource intensive: Case study research can be time and resource intensive due to the depth of the investigation and the amount of collected data.
• Complexity of analysis: The rich, detailed data generated in case study research can make analyzing the data challenging.
• Subjectivity: Given the nature of case study research, there may be a higher degree of subjectivity in interpreting the data , so researchers need to reflect on this and transparently convey to audiences how the research was conducted.

Being aware of these strengths and limitations can help researchers design and conduct case study research effectively and interpret and report the findings appropriately.

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What the Case Study Method Really Teaches

• Nitin Nohria

Seven meta-skills that stick even if the cases fade from memory.

It’s been 100 years since Harvard Business School began using the case study method. Beyond teaching specific subject matter, the case study method excels in instilling meta-skills in students. This article explains the importance of seven such skills: preparation, discernment, bias recognition, judgement, collaboration, curiosity, and self-confidence.

During my decade as dean of Harvard Business School, I spent hundreds of hours talking with our alumni. To enliven these conversations, I relied on a favorite question: “What was the most important thing you learned from your time in our MBA program?”

• Nitin Nohria is the George F. Baker Professor of Business Administration, Distinguished University Service Professor, and former dean of Harvard Business School.

Partner Center

What is case study research?

Last updated

8 February 2023

Reviewed by

Cathy Heath

Suppose a company receives a spike in the number of customer complaints, or medical experts discover an outbreak of illness affecting children but are not quite sure of the reason. In both cases, carrying out a case study could be the best way to get answers.

Organization

Case studies can be carried out across different disciplines, including education, medicine, sociology, and business.

Most case studies employ qualitative methods, but quantitative methods can also be used. Researchers can then describe, compare, evaluate, and identify patterns or cause-and-effect relationships between the various variables under study. They can then use this knowledge to decide what action to take. 

Another thing to note is that case studies are generally singular in their focus. This means they narrow focus to a particular area, making them highly subjective. You cannot always generalize the results of a case study and apply them to a larger population. However, they are valuable tools to illustrate a principle or develop a thesis.

Analyze case study research

Dovetail streamlines case study research to help you uncover and share actionable insights

• What are the different types of case study designs?

Researchers can choose from a variety of case study designs. The design they choose is dependent on what questions they need to answer, the context of the research environment, how much data they already have, and what resources are available.

Here are the common types of case study design:

Explanatory

An explanatory case study is an initial explanation of the how or why that is behind something. This design is commonly used when studying a real-life phenomenon or event. Once the organization understands the reasons behind a phenomenon, it can then make changes to enhance or eliminate the variables causing it. 

Here is an example: How is co-teaching implemented in elementary schools? The title for a case study of this subject could be “Case Study of the Implementation of Co-Teaching in Elementary Schools.”

Descriptive

An illustrative or descriptive case study helps researchers shed light on an unfamiliar object or subject after a period of time. The case study provides an in-depth review of the issue at hand and adds real-world examples in the area the researcher wants the audience to understand. 

The researcher makes no inferences or causal statements about the object or subject under review. This type of design is often used to understand cultural shifts.

Here is an example: How did people cope with the 2004 Indian Ocean Tsunami? This case study could be titled "A Case Study of the 2004 Indian Ocean Tsunami and its Effect on the Indonesian Population."

Exploratory

Exploratory research is also called a pilot case study. It is usually the first step within a larger research project, often relying on questionnaires and surveys . Researchers use exploratory research to help narrow down their focus, define parameters, draft a specific research question , and/or identify variables in a larger study. This research design usually covers a wider area than others, and focuses on the ‘what’ and ‘who’ of a topic.

Here is an example: How do nutrition and socialization in early childhood affect learning in children? The title of the exploratory study may be “Case Study of the Effects of Nutrition and Socialization on Learning in Early Childhood.”

An intrinsic case study is specifically designed to look at a unique and special phenomenon. At the start of the study, the researcher defines the phenomenon and the uniqueness that differentiates it from others. 

In this case, researchers do not attempt to generalize, compare, or challenge the existing assumptions. Instead, they explore the unique variables to enhance understanding. Here is an example: “Case Study of Volcanic Lightning.”

This design can also be identified as a cumulative case study. It uses information from past studies or observations of groups of people in certain settings as the foundation of the new study. Given that it takes multiple areas into account, it allows for greater generalization than a single case study. 

The researchers also get an in-depth look at a particular subject from different viewpoints.  Here is an example: “Case Study of how PTSD affected Vietnam and Gulf War Veterans Differently Due to Advances in Military Technology.”

Critical instance

A critical case study incorporates both explanatory and intrinsic study designs. It does not have predetermined purposes beyond an investigation of the said subject. It can be used for a deeper explanation of the cause-and-effect relationship. It can also be used to question a common assumption or myth. 

The findings can then be used further to generalize whether they would also apply in a different environment.  Here is an example: “What Effect Does Prolonged Use of Social Media Have on the Mind of American Youth?”

Instrumental

Instrumental research attempts to achieve goals beyond understanding the object at hand. Researchers explore a larger subject through different, separate studies and use the findings to understand its relationship to another subject. This type of design also provides insight into an issue or helps refine a theory. 

For example, you may want to determine if violent behavior in children predisposes them to crime later in life. The focus is on the relationship between children and violent behavior, and why certain children do become violent. Here is an example: “Violence Breeds Violence: Childhood Exposure and Participation in Adult Crime.”

Evaluation case study design is employed to research the effects of a program, policy, or intervention, and assess its effectiveness and impact on future decision-making. 

For example, you might want to see whether children learn times tables quicker through an educational game on their iPad versus a more teacher-led intervention. Here is an example: “An Investigation of the Impact of an iPad Multiplication Game for Primary School Children.” 

• When do you use case studies?

Case studies are ideal when you want to gain a contextual, concrete, or in-depth understanding of a particular subject. It helps you understand the characteristics, implications, and meanings of the subject.

They are also an excellent choice for those writing a thesis or dissertation, as they help keep the project focused on a particular area when resources or time may be too limited to cover a wider one. You may have to conduct several case studies to explore different aspects of the subject in question and understand the problem.

• What are the steps to follow when conducting a case study?

1. Select a case

Once you identify the problem at hand and come up with questions, identify the case you will focus on. The study can provide insights into the subject at hand, challenge existing assumptions, propose a course of action, and/or open up new areas for further research.

2. Create a theoretical framework

While you will be focusing on a specific detail, the case study design you choose should be linked to existing knowledge on the topic. This prevents it from becoming an isolated description and allows for enhancing the existing information. 

It may expand the current theory by bringing up new ideas or concepts, challenge established assumptions, or exemplify a theory by exploring how it answers the problem at hand. A theoretical framework starts with a literature review of the sources relevant to the topic in focus. This helps in identifying key concepts to guide analysis and interpretation.

3. Collect the data

Case studies are frequently supplemented with qualitative data such as observations, interviews, and a review of both primary and secondary sources such as official records, news articles, and photographs. There may also be quantitative data —this data assists in understanding the case thoroughly.

4. Analyze your case

The results of the research depend on the research design. Most case studies are structured with chapters or topic headings for easy explanation and presentation. Others may be written as narratives to allow researchers to explore various angles of the topic and analyze its meanings and implications.

In all areas, always give a detailed contextual understanding of the case and connect it to the existing theory and literature before discussing how it fits into your problem area.

• What are some case study examples?

What are the best approaches for introducing our product into the Kenyan market?

How does the change in marketing strategy aid in increasing the sales volumes of product Y?

How can teachers enhance student participation in classrooms?

How does poverty affect literacy levels in children?

Case study topics

Case study of product marketing strategies in the Kenyan market

Case study of the effects of a marketing strategy change on product Y sales volumes

Case study of X school teachers that encourage active student participation in the classroom

Case study of the effects of poverty on literacy levels in children

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16 Important Ways to Use Case Studies in Your Marketing

Updated: September 08, 2020

Published: July 30, 2020

When you're thinking about investing in a product or service, what's the first thing you do?

Usually, it’s one or both of the following: You'll likely ask your friends whether they've tried the product or service, and if they have, whether they would recommend it. You'll also probably do some online research to see what others are saying about said product or service. Nowadays, 90% of consumers used the internet to find a local business in the last year , and 82% of consumers read online reviews. This shows that the majority of people are looking to peers to make a purchasing decision. Most customers know that a little online research could spare them from a bad experience and poor investment of your budget.

What Is a Marketing Case Study?

A case study is the analysis of a particular instance (or "case") of something to demonstrate quantifiable results as a result of the application of something. In marketing, case studies are used as social proof — to provide buyers with the context to determine whether they're making a good choice.

A marketing case study aims to persuade that a process, product, or service can solve a problem. Why? Because it has done so in the past. By including the quantitative and qualitative outcomes of the study, it appeals to logic while painting a picture of what success looks like for the buyer. Both of which can be powerful motivators and objection removers.

Why Use Case Studies?

In essence, case studies are an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality.

According to HubSpot's State of Marketing Report 2020 , 13% of marketers name case studies as one of the primary forms of media used within their content strategy. This makes them the fifth most popular type of content, outshined only by visual content, blogs, and ebooks.

Okay, so you know case studies work. The question is, how  do they work? And how can you squeeze the most value out of them? 

When to Use a Case Study

Here are the ways you can market your case studies to get the most out of them.

As a Marketing or Sales Asset

1. use a case study template to create pdfs for email or downloads . .

Do not underestimate the value of providing social proof at just the right time in order to add value and earn their business. Case studies are extremely effective in the consideration stage of the buyer's journey when they are actively comparing solutions and providers to solve a problem they're experiencing. 

For this reason, case studies in an independent PDF format can be helpful in both marketing and sales. Marketers can use these PDFs as downloads in web content or email campaigns. Sales reps can utilize these assets in demonstrations, in a follow-up, or to overcome objections. 

The easiest way to create PDF case studies is by using a case study template . Doing so can decrease the amount of time you spend creating and designing your case study without sacrificing aesthetics. In addition, you can ensure that all your case studies follow a similar branded format. 

We've created a great case study template (and kit!) that's already locked and loaded for you to use. All you have to do is input your own text and change the fonts and colors to fit your brand. You can download it here .

On Your Website

2. have a dedicated case studies page..

You should have a webpage exclusively for housing your case studies. Whether you call this page "Case Studies, "Success Studies," or "Examples of Our Work," be sure it's easy for visitors to find.

Structure on that page is key: Initial challenges are clear for each case, as well as the goals, process, and results.

Get Inspired:  Google’s Think With Google  is an example of a really well structured case study page. The copy is engaging, as are the goals, approach, and results.

3. Put case studies on your home page.

Give website visitors every chance you can to stumble upon evidence of happy customers. Your home page is the perfect place to do this.

There are a number of ways you can include case studies on your homepage. Here are a few examples:

• Customer quotes/testimonials
• A call-to-action (CTA) to view specific case studies
• A slide-in CTA  that links to a case study
• A CTA leading to your case studies page

Get Inspired: Theresumator.com  incorporates testimonials onto their homepage to strengthen their value proposition.

Bonus Tip: Get personal.

Marketing gurus across the world agree that personalised marketing is the future . You can make your case studies more powerful if you find ways to make them “match” the website visitors that are important to you.

People react to familiarity -- for instance, presenting someone from London with a case study from New York may not resonate as well as if you displayed a case study from the U.K. Or you could choose to tailor case studies by industry or company size to the visitor. At HubSpot, we call this "smart content."

Get Inspired: To help explain smart content, have a look at the example below. Here, we wanted to test whether including testimonials on landing pages influenced conversion rates in the U.K. The landing page on the left is the default landing page shown to visitors from non-U.K. IP addresses. For the landing page on the right, we used smart content to show testimonials to visitors coming from U.K. IP addresses.

4. Implement slide-in CTAs.

Pop-ups have a reputation for being annoying, but there are ways to implement that that won't irk your website visitors. These CTAs don't have to be huge, glaring pop-ups -- instead, relevant but discreet slide-in CTAs can work really well.

For example, why not test out a slide-in CTA on one of your product pages, with a link to a case study that profiles a customer who's seen great results using that product?

Get Inspired:  If you need some help on creating sliders for your website, check out this tutorial on creating slide-in CTAs .

5. Write blog posts about your case studies.

Once you publish a case study, the next logical step would be to write a blog post about it to expose your audience to it. The trick is to write about the case study in a way that identifies with your audience’s needs. So rather than titling your post “Company X: A Case Study," you might write about a specific hurdle, issue, or challenge the company overcame, and then use that company's case study to illustrate how the issues were addressed. It's important not  to center the blog post around your company, product, or service -- instead, the customer’s challenges and how they were overcome should take centre stage.

For example, if we had a case study that showed how one customer generated twice as many leads as a result of our marketing automation tool, our blog post might be something along the lines of: "How to Double Lead Flow With Marketing Automation [Case Study]." The blog post would then comprise of a mix of stats, practical tips, as well as some illustrative examples from our case study.

Get Inspired:   Check out this great example of a blog post from Moz , titled "How to Build Links to Your Blog – A Case Study."

6. Create videos from case studies.

Internet services are improving all the time, and as a result, people are consuming more and more video content. Prospects could be more likely to watch a video than they are to read a lengthy case study. If you have the budget, creating videos of your case studies is a really powerful way to communicate your value proposition.

Get Inspired: Check out one of our many video testimonials for some ideas on how to approach your own videos.

7. Use case studies on relevant landing pages.

Once you complete a case study, you'll have a bank of quotes and results you can pull from. Including quotes on product pages is especially interesting. If website visitors are reading your product pages, they are in a "consideration" mindset, meaning they are actively researching your products, perhaps with an intent to buy. Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel.

These quotes should be measured, results-based snippets, such as, “XX resulted in a 70% increase in blog subscribers in less an 6 months” rather than, “We are proud to be customers of XX, they really look after us."

Get Inspired: I really like the way HR Software company Workday incorporates video and testimonials  into its solutions pages.

Off Your Website

8. post about case studies on social media..

Case studies make for perfect social sharing material. Here are a few examples of how you can leverage them on social:

• Share a link to a case study and tag the customer in the post. The trick here is to post your case studies in a way that attracts the right people to click through, rather than just a generic message like, “New Case Study ->> LINK." Make sure your status communicates clearly the challenge that was overcome or the goal that was achieved. It's also wise to include the main stats associated with the case study; for example, "2x lead flow," "125% increase in X," and so on.
• Update your cover image on Twitter/Facebook showing a happy customer. Our social media cover photo templates should help you with this!
• Add your case study to your list of publications on LinkedIn.
• Share your case studies in relevant LinkedIn Groups.
• Target your new case studies to relevant people on Facebook using dark posts. ( Learn about dark posts here. )

Get Inspired: MaRS Discovery District  posts case studies on Twitter to push people towards a desired action.

9. Use case studies in your email marketing.

Case studies are particularly suited to email marketing when you have an industry-segmentable list. For example, if you have a case study from a client in the insurance industry, emailing your case study to your base of insurance-related contacts can be a really relevant addition to a lead nurturing campaign.

Case studies can also be very effective when used in product-specific lead nurture workflows in reactivating opportunities that have gone cold. They can be useful for re-engaging leads that have gone quiet and who were looking at specific areas of your product that the case study relates to.

Get Inspired: It's important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle. If you need help on how to do this, check out our post on how to map lead nurturing content to each stage in sales cycle .

Pro tip: When sending emails, don't forget about the impact a good email signature can make. Create your own using our free Email Signature Generator .

10. Incorporate case studies into your newsletters.

This idea is as good for your client relations as it is for gaining the attention of your prospects. Customers and clients love feeling as though they're part of a community. It’s human nature. Prospects warm to companies that look after their customers; companies whose customers are happy and proud to be part of something. Also, whether we are willing to admit it or not, people love to show off!

Get Inspired: Newsletters become stale over time. Give your newsletters a new lease of life with our guide on how to create newsletters that don't suck .

11. Equip your sales team with case studies.

Tailored content has become increasingly important to sales reps as they look to provide value on the sales call. It's estimated that consumers go through 70-90% of the buyer's journey before contacting a vendor. This means that the consumer is more knowledgeable than ever before. Sales reps no longer need to spend an entire call talking about the features and benefits. Sales has become more complex, and reps now need to be armed with content that addresses each stage of the buyer’s process. Case studies can be really useful when it comes to showing prospects how successful other people within a similar industry has benefited from your product or service.

Get Inspired: Case studies are just one type of content that helps your sales team sell. They don't always work by themselves, though. Check out our list of content types that help sales close more deals .

12. Sneak a case study into your email signature.

Include a link to a recent case study in your email signature. This is particularly useful for salespeople. Here's what my email signature looks like:

Get Inspired: Did you know that there are lots more ways you can use your email signature to support your marketing? Here are 10 clever suggestions  for how you can do this.

13. Use case studies in training.

Having customer case studies is an invaluable asset to have when onboarding new employees. It aids developing their buy-in, belief in, and understanding of your offering.

Get Inspired: Have you completed our Inbound Certification course  yet? During our classes, we use case studies to show how inbound marketing is applied in real life.

In Lead-Gen Content

14. include case studies in your lead gen efforts..

There are a number of offers you can create based off of your case studies, in the form of ebooks, templates, and more. For example you could put together an ebook titled “A step-by-step guide to reaching 10,000 blog subscribers in 3 months…just like XX did.” You could create a more in-depth version of the case study with access to detailed statistics as an offer. (And don’t forget, you can also u se quotes and statistics from case studies on the landing page promoting the ebook, which adds credibility and could increase your conversion rates.) Or, you could create a template based on your customer's approach to success.

Get Inspired:   If you think you need to be an awesome designer put together beautiful ebooks, think again. Create ebooks easily using these customisable ebook templates .

You can also use case studies to frame webinars that document how to be successful with X. Using case studies in webinars is great middle-of-the-funnel content and can really help move your leads further down the funnel towards becoming sales qualified leads.

Get Inspired: Webinars are really effective as part of a lead nurturing workflow. Make sure your next webinar is spot on by following these simple webinar tips.

15. Create a bank of evergreen presentations.

It’s important to build up a bank of evergreen content that employees across your organisation can use during presentations or demos. Case studies are perfect for this.

Put together a few slides on the highlights of the case study to stir people’s interest, and then make them available to your sales and customer-facing teams. It's helpful if the marketer who created the presentation is the one who presents it to anyone who might use them in the future. This ensures they can explain the presentation clearly and answer any questions that might arise.

Get Inspired: What to create presentations people want to use? Here's a list of tools to make your presentations great.

16. Create SlideShares based on case studies.

Following on from a few short slides, you could also put together a more detailed presentation of the case study and upload it to SlideShare. After all, not only is SlideShare SEO-friendly (because Google indexes each presentation), but there is a huge pre-existing audience on SlideShare of over 60 million users you can tap into. SlideShare presentations are also easy to embed and share, and allow you to capture leads directly from the slides via a lead capture form.

Get Inspired:   Want to generate more leads with SlideShare, but not sure how to get started? Check out this blog post .

Now that you understand the value of a marketing case study and the different ways that they can be used in your content marketing (and even sales) strategy, your next step is to think about what would convince your target audience to do business with you. 

Have you recently accomplished something big for a client? Do you have a process or product with demonstrable results? What do your potential clients hope that you'll do for them? 

The answers to those questions will help you craft compelling content for your case study. Then, all that's left is putting it into your audience's hands in formats they want to consume.

Editor's note: This post was originally published in January 2015 and has been updated for comprehensiveness.

Don't forget to share this post!

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• Case Study | Definition, Examples & Methods

Case Study | Definition, Examples & Methods

Published on 5 May 2022 by Shona McCombes . Revised on 30 January 2023.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organisation, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research.

A case study research design usually involves qualitative methods , but quantitative methods are sometimes also used. Case studies are good for describing , comparing, evaluating, and understanding different aspects of a research problem .

Table of contents

When to do a case study, step 1: select a case, step 2: build a theoretical framework, step 3: collect your data, step 4: describe and analyse the case.

A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject. It allows you to explore the key characteristics, meanings, and implications of the case.

Case studies are often a good choice in a thesis or dissertation . They keep your project focused and manageable when you don’t have the time or resources to do large-scale research.

You might use just one complex case study where you explore a single subject in depth, or conduct multiple case studies to compare and illuminate different aspects of your research problem.

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Once you have developed your problem statement and research questions , you should be ready to choose the specific case that you want to focus on. A good case study should have the potential to:

• Provide new or unexpected insights into the subject
• Challenge or complicate existing assumptions and theories
• Propose practical courses of action to resolve a problem
• Open up new directions for future research

Unlike quantitative or experimental research, a strong case study does not require a random or representative sample. In fact, case studies often deliberately focus on unusual, neglected, or outlying cases which may shed new light on the research problem.

If you find yourself aiming to simultaneously investigate and solve an issue, consider conducting action research . As its name suggests, action research conducts research and takes action at the same time, and is highly iterative and flexible. 

However, you can also choose a more common or representative case to exemplify a particular category, experience, or phenomenon.

While case studies focus more on concrete details than general theories, they should usually have some connection with theory in the field. This way the case study is not just an isolated description, but is integrated into existing knowledge about the topic. It might aim to:

• Exemplify a theory by showing how it explains the case under investigation
• Expand on a theory by uncovering new concepts and ideas that need to be incorporated
• Challenge a theory by exploring an outlier case that doesn’t fit with established assumptions

To ensure that your analysis of the case has a solid academic grounding, you should conduct a literature review of sources related to the topic and develop a theoretical framework . This means identifying key concepts and theories to guide your analysis and interpretation.

There are many different research methods you can use to collect data on your subject. Case studies tend to focus on qualitative data using methods such as interviews, observations, and analysis of primary and secondary sources (e.g., newspaper articles, photographs, official records). Sometimes a case study will also collect quantitative data .

The aim is to gain as thorough an understanding as possible of the case and its context.

In writing up the case study, you need to bring together all the relevant aspects to give as complete a picture as possible of the subject.

How you report your findings depends on the type of research you are doing. Some case studies are structured like a standard scientific paper or thesis, with separate sections or chapters for the methods , results , and discussion .

Others are written in a more narrative style, aiming to explore the case from various angles and analyse its meanings and implications (for example, by using textual analysis or discourse analysis ).

In all cases, though, make sure to give contextual details about the case, connect it back to the literature and theory, and discuss how it fits into wider patterns or debates.

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How to write a case study — examples, templates, and tools

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

• Celebrate the customer and make them — not a product or service — the star of the story.
• Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
• Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
• Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
• Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

• Switch from one product or service to another while naming competitors that missed the mark.
• Experience measurable results that are relatable to others in a specific industry.
• Represent well-known brands and recognizable names that are likely to compel action.
• Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

• An engaging headline
• A subject and customer introduction
• The unique challenge or challenges the customer faced
• The solution the customer used to solve the problem
• The results achieved
• Data and statistics to back up claims of success
• A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

• Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
• Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
• Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
• Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
• Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
• Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

• Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
• Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
• Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
• Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
• Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
• Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

• Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
• Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
• Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
• Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

• Think about a few goals you’d like to accomplish with your content.
• Make a list of successful clients that would be strong candidates for a case study.
• Reach out to the client to get their approval and conduct an interview.
• Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

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Home » Case Study – Methods, Examples and Guide

Case Study – Methods, Examples and Guide

Table of Contents

A case study is a research method that involves an in-depth examination and analysis of a particular phenomenon or case, such as an individual, organization, community, event, or situation.

It is a qualitative research approach that aims to provide a detailed and comprehensive understanding of the case being studied. Case studies typically involve multiple sources of data, including interviews, observations, documents, and artifacts, which are analyzed using various techniques, such as content analysis, thematic analysis, and grounded theory. The findings of a case study are often used to develop theories, inform policy or practice, or generate new research questions.

Types of Case Study

Types and Methods of Case Study are as follows:

Single-Case Study

A single-case study is an in-depth analysis of a single case. This type of case study is useful when the researcher wants to understand a specific phenomenon in detail.

For Example , A researcher might conduct a single-case study on a particular individual to understand their experiences with a particular health condition or a specific organization to explore their management practices. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of a single-case study are often used to generate new research questions, develop theories, or inform policy or practice.

Multiple-Case Study

A multiple-case study involves the analysis of several cases that are similar in nature. This type of case study is useful when the researcher wants to identify similarities and differences between the cases.

For Example, a researcher might conduct a multiple-case study on several companies to explore the factors that contribute to their success or failure. The researcher collects data from each case, compares and contrasts the findings, and uses various techniques to analyze the data, such as comparative analysis or pattern-matching. The findings of a multiple-case study can be used to develop theories, inform policy or practice, or generate new research questions.

Exploratory Case Study

An exploratory case study is used to explore a new or understudied phenomenon. This type of case study is useful when the researcher wants to generate hypotheses or theories about the phenomenon.

For Example, a researcher might conduct an exploratory case study on a new technology to understand its potential impact on society. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as grounded theory or content analysis. The findings of an exploratory case study can be used to generate new research questions, develop theories, or inform policy or practice.

Descriptive Case Study

A descriptive case study is used to describe a particular phenomenon in detail. This type of case study is useful when the researcher wants to provide a comprehensive account of the phenomenon.

For Example, a researcher might conduct a descriptive case study on a particular community to understand its social and economic characteristics. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of a descriptive case study can be used to inform policy or practice or generate new research questions.

Instrumental Case Study

An instrumental case study is used to understand a particular phenomenon that is instrumental in achieving a particular goal. This type of case study is useful when the researcher wants to understand the role of the phenomenon in achieving the goal.

For Example, a researcher might conduct an instrumental case study on a particular policy to understand its impact on achieving a particular goal, such as reducing poverty. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of an instrumental case study can be used to inform policy or practice or generate new research questions.

Case Study Data Collection Methods

Here are some common data collection methods for case studies:

Interviews involve asking questions to individuals who have knowledge or experience relevant to the case study. Interviews can be structured (where the same questions are asked to all participants) or unstructured (where the interviewer follows up on the responses with further questions). Interviews can be conducted in person, over the phone, or through video conferencing.

Observations

Observations involve watching and recording the behavior and activities of individuals or groups relevant to the case study. Observations can be participant (where the researcher actively participates in the activities) or non-participant (where the researcher observes from a distance). Observations can be recorded using notes, audio or video recordings, or photographs.

Documents can be used as a source of information for case studies. Documents can include reports, memos, emails, letters, and other written materials related to the case study. Documents can be collected from the case study participants or from public sources.

Surveys involve asking a set of questions to a sample of individuals relevant to the case study. Surveys can be administered in person, over the phone, through mail or email, or online. Surveys can be used to gather information on attitudes, opinions, or behaviors related to the case study.

Artifacts are physical objects relevant to the case study. Artifacts can include tools, equipment, products, or other objects that provide insights into the case study phenomenon.

How to conduct Case Study Research

Conducting a case study research involves several steps that need to be followed to ensure the quality and rigor of the study. Here are the steps to conduct case study research:

• Define the research questions: The first step in conducting a case study research is to define the research questions. The research questions should be specific, measurable, and relevant to the case study phenomenon under investigation.
• Select the case: The next step is to select the case or cases to be studied. The case should be relevant to the research questions and should provide rich and diverse data that can be used to answer the research questions.
• Collect data: Data can be collected using various methods, such as interviews, observations, documents, surveys, and artifacts. The data collection method should be selected based on the research questions and the nature of the case study phenomenon.
• Analyze the data: The data collected from the case study should be analyzed using various techniques, such as content analysis, thematic analysis, or grounded theory. The analysis should be guided by the research questions and should aim to provide insights and conclusions relevant to the research questions.
• Draw conclusions: The conclusions drawn from the case study should be based on the data analysis and should be relevant to the research questions. The conclusions should be supported by evidence and should be clearly stated.
• Validate the findings: The findings of the case study should be validated by reviewing the data and the analysis with participants or other experts in the field. This helps to ensure the validity and reliability of the findings.
• Write the report: The final step is to write the report of the case study research. The report should provide a clear description of the case study phenomenon, the research questions, the data collection methods, the data analysis, the findings, and the conclusions. The report should be written in a clear and concise manner and should follow the guidelines for academic writing.

Examples of Case Study

Here are some examples of case study research:

• The Hawthorne Studies : Conducted between 1924 and 1932, the Hawthorne Studies were a series of case studies conducted by Elton Mayo and his colleagues to examine the impact of work environment on employee productivity. The studies were conducted at the Hawthorne Works plant of the Western Electric Company in Chicago and included interviews, observations, and experiments.
• The Stanford Prison Experiment: Conducted in 1971, the Stanford Prison Experiment was a case study conducted by Philip Zimbardo to examine the psychological effects of power and authority. The study involved simulating a prison environment and assigning participants to the role of guards or prisoners. The study was controversial due to the ethical issues it raised.
• The Challenger Disaster: The Challenger Disaster was a case study conducted to examine the causes of the Space Shuttle Challenger explosion in 1986. The study included interviews, observations, and analysis of data to identify the technical, organizational, and cultural factors that contributed to the disaster.
• The Enron Scandal: The Enron Scandal was a case study conducted to examine the causes of the Enron Corporation’s bankruptcy in 2001. The study included interviews, analysis of financial data, and review of documents to identify the accounting practices, corporate culture, and ethical issues that led to the company’s downfall.
• The Fukushima Nuclear Disaster : The Fukushima Nuclear Disaster was a case study conducted to examine the causes of the nuclear accident that occurred at the Fukushima Daiichi Nuclear Power Plant in Japan in 2011. The study included interviews, analysis of data, and review of documents to identify the technical, organizational, and cultural factors that contributed to the disaster.

Application of Case Study

Case studies have a wide range of applications across various fields and industries. Here are some examples:

Business and Management

Case studies are widely used in business and management to examine real-life situations and develop problem-solving skills. Case studies can help students and professionals to develop a deep understanding of business concepts, theories, and best practices.

Case studies are used in healthcare to examine patient care, treatment options, and outcomes. Case studies can help healthcare professionals to develop critical thinking skills, diagnose complex medical conditions, and develop effective treatment plans.

Case studies are used in education to examine teaching and learning practices. Case studies can help educators to develop effective teaching strategies, evaluate student progress, and identify areas for improvement.

Social Sciences

Case studies are widely used in social sciences to examine human behavior, social phenomena, and cultural practices. Case studies can help researchers to develop theories, test hypotheses, and gain insights into complex social issues.

Law and Ethics

Case studies are used in law and ethics to examine legal and ethical dilemmas. Case studies can help lawyers, policymakers, and ethical professionals to develop critical thinking skills, analyze complex cases, and make informed decisions.

Purpose of Case Study

The purpose of a case study is to provide a detailed analysis of a specific phenomenon, issue, or problem in its real-life context. A case study is a qualitative research method that involves the in-depth exploration and analysis of a particular case, which can be an individual, group, organization, event, or community.

The primary purpose of a case study is to generate a comprehensive and nuanced understanding of the case, including its history, context, and dynamics. Case studies can help researchers to identify and examine the underlying factors, processes, and mechanisms that contribute to the case and its outcomes. This can help to develop a more accurate and detailed understanding of the case, which can inform future research, practice, or policy.

Case studies can also serve other purposes, including:

• Illustrating a theory or concept: Case studies can be used to illustrate and explain theoretical concepts and frameworks, providing concrete examples of how they can be applied in real-life situations.
• Developing hypotheses: Case studies can help to generate hypotheses about the causal relationships between different factors and outcomes, which can be tested through further research.
• Providing insight into complex issues: Case studies can provide insights into complex and multifaceted issues, which may be difficult to understand through other research methods.
• Informing practice or policy: Case studies can be used to inform practice or policy by identifying best practices, lessons learned, or areas for improvement.

Advantages of Case Study Research

There are several advantages of case study research, including:

• In-depth exploration: Case study research allows for a detailed exploration and analysis of a specific phenomenon, issue, or problem in its real-life context. This can provide a comprehensive understanding of the case and its dynamics, which may not be possible through other research methods.
• Rich data: Case study research can generate rich and detailed data, including qualitative data such as interviews, observations, and documents. This can provide a nuanced understanding of the case and its complexity.
• Holistic perspective: Case study research allows for a holistic perspective of the case, taking into account the various factors, processes, and mechanisms that contribute to the case and its outcomes. This can help to develop a more accurate and comprehensive understanding of the case.
• Theory development: Case study research can help to develop and refine theories and concepts by providing empirical evidence and concrete examples of how they can be applied in real-life situations.
• Practical application: Case study research can inform practice or policy by identifying best practices, lessons learned, or areas for improvement.
• Contextualization: Case study research takes into account the specific context in which the case is situated, which can help to understand how the case is influenced by the social, cultural, and historical factors of its environment.

Limitations of Case Study Research

There are several limitations of case study research, including:

• Limited generalizability : Case studies are typically focused on a single case or a small number of cases, which limits the generalizability of the findings. The unique characteristics of the case may not be applicable to other contexts or populations, which may limit the external validity of the research.
• Biased sampling: Case studies may rely on purposive or convenience sampling, which can introduce bias into the sample selection process. This may limit the representativeness of the sample and the generalizability of the findings.
• Subjectivity: Case studies rely on the interpretation of the researcher, which can introduce subjectivity into the analysis. The researcher’s own biases, assumptions, and perspectives may influence the findings, which may limit the objectivity of the research.
• Limited control: Case studies are typically conducted in naturalistic settings, which limits the control that the researcher has over the environment and the variables being studied. This may limit the ability to establish causal relationships between variables.
• Time-consuming: Case studies can be time-consuming to conduct, as they typically involve a detailed exploration and analysis of a specific case. This may limit the feasibility of conducting multiple case studies or conducting case studies in a timely manner.
• Resource-intensive: Case studies may require significant resources, including time, funding, and expertise. This may limit the ability of researchers to conduct case studies in resource-constrained settings.

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When and How to Use a Case Study for Research

May 17, 2021 (Updated: May 4, 2023)

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What Is Case Study Research?

Types of case studies, when should you use a case study, case study benefits, case study limitations, how to write a case study.

Imagine your company receives a string of negative reviews online. You notice a few common themes among the complaints, but you still aren’t quite sure what went wrong. Or suppose an old blog post suddenly went viral, and you’d like to know why and how to do it again. In both of these situations, a case study could be the best way to find answers.

A case study is a process whereby researchers examine a specific subject in a thorough, detailed way. The subject of a case study could be an individual, a group, a community, a business, an organization, an event, or a phenomenon. Regardless of the type of subject, case studies are in-depth investigations designed to identify patterns and cause-and-effect relationships. Case studies are often used by researchers in the field of psychology , medicine, business, social work, anthropology, education, or political science.

Because they are singular in their focus and often rely on qualitative data, case studies tend to be highly subjective. The results of a single case study cannot always be generalized and applied to the larger population. However, case studies can be valuable tools for developing a thesis or illustrating a principle. They can help researchers understand, describe, compare, and evaluate different aspects of an issue or question.

Image via Flickr by plings

Case studies can be classified according to their purpose or their subject. For instance, a case study can focus on any of the following:

• A person:  Some case studies focus on one particular person. Often, the subject will be an individual with some rare characteristic or experience.
• A group:  Group case studies could look at a family, a group of coworkers, or a friend group. It could be people thrown together by circumstance or who share some bond or relationship. A group case study could even focus on an entire community of people.
• An organization:  An organizational case study could focus on a business, a nonprofit, an institution, or any other formal entity. The study could look at the people in the organization, the processes they use, or an incident at the organization.
• A location:  An event case study focuses on a specific area. It could be used to study environmental and population changes or to examine how people use the location.
• An event:  Event case studies can be used to cover anything from a natural disaster to a political scandal. Often, these case studies are conducted retrospectively, as an investigation into a past event.

In addition to different types of subjects, case studies often have different designs or purposes. Here are a few of the most common types of case studies:

• Explanatory:  An explanatory case study tries to explain the why or how behind something. This type of case study works well when studying an event or phenomenon, like an airplane crash or unexpected power outage.
• Descriptive:  A descriptive, or illustrative, case study is designed to shed light on an unfamiliar subject. Case studies like this provide in-depth, real-world examples of whatever the researcher wants to help the audience understand. For instance, a descriptive case study could focus on the experience of a mother with postpartum depression or on a young adult who has aged out of the foster care system.
• Exploratory:  An exploratory case study, or pilot case study, often serves as the first step in a larger research project. Researchers may use a case study to help them narrow their focus, draft a specific research question, and guide the parameters of a formal, large-scale study.
• Intrinsic:  An intrinsic case study has no goal beyond a deeper understanding of its subject. In this type of study, researchers are not trying to make generalized conclusions, challenge existing assumptions, or make any compare-and-contrast connections. The most interesting thing about the study is the subject itself.
• Critical Instance:  A critical instance case study is similar to an explanatory or intrinsic study. Like an intrinsic study, it may have no predetermined purpose beyond investigating the subject. Like an explanatory study, it may be used to explain a cause-and-effect relationship. A critical instance case study may also be used to call into question a commonly held assumption or popular theory.
• Instrumental:  An instrumental case study is the opposite of an intrinsic study because it serves a purpose beyond understanding the immediate subject. In this type of study, researchers explore a larger question through an individual case or cases. For instance, researchers could use a handful of case studies to investigate the relationship between social media use and happiness.
• Cumulative:  A cumulative, or collective, case study uses information from several past studies as the basis for a new study. Because it takes into account multiple case studies, a cumulative study allows for greater generalization than a single case study. It can also be a more time- and cost-effective option since it makes use of existing research.

Case studies are often used in the exploratory phase of research to gather qualitative data. They can also be used to create, support, or refute a hypothesis and guide future research. For instance, a marketing professional might conduct a case study to discover why a viral ad campaign was so successful . They can then take any lessons they glean from the case study and apply them to future marketing efforts. A psychologist could use a case study to form a theory about the best way to treat a specific disorder. That theory could then be tested later through a large-scale controlled study.

Case studies are a good way to explore a real-world topic in-depth, illustrate a point, discuss the implications or meaning of an event, or compare the experiences of different individuals. A trainer may use a case study to bring to life what would otherwise be an abstract series of recommended action steps or to spark a conversation about how to respond in a specific scenario. Similarly, professors can use case studies to highlight key concepts from a lecture and pose questions to test students’ understanding of the material.

In some situations, case studies are the only way to compile quantitative data in an ethical manner. For instance, many of the recommendations that doctors make regarding what is or is not safe during pregnancy are based on case studies. It wouldn’t be ethical to conduct a controlled study that exposes pregnant women to potentially harmful substances, so doctors rely on the anecdotal evidence provided by case studies to find correlations and draw their conclusions.

Case studies can also be used to gather data that would be otherwise impossible or impractical to obtain. Students often use case studies for their thesis or dissertation when they lack the time or resources to conduct large-scale research. Zoologists might use existing case studies to determine the success rate of reintroducing rehabilitated animals into the wild. A historian could use case studies to explore the strategies used by dictators to gain and maintain power.

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Case studies can be used on their own or as a complement to other research methods, depending on the situation. The examples above are just a few instances where case studies can be useful. Case studies also work well for the following:

Providing Insight Through Qualitative Data

Case studies generally provide more qualitative data as opposed to quantitative data , and that makes them an invaluable tool for gathering insight into complex topics. Psychologists, for instance, use case studies to better understand human behavior. Crafting theories on the motives behind human actions would be difficult with quantitative data alone. The information gleaned through case studies may be subjective, but so is much of what makes us human. As individuals, we each have a unique blend of emotions, attitudes, opinions, motivations, and behaviors. Objective quantitative data is rarely the best way to identify and explain these nuances.

By their very nature, case studies allow more more intensive, in-depth study than other research methods. Rather than aiming for a large sample size, case studies follow a single subject. Often case studies are conducted over a longer period of time, and the narrow focus allows researchers to gather more detail than would be possible in a study of thousands of people. The information gleaned may not be representative of the broader population, but it does provide richer insight into the subject than other research methods.

Identifying Avenues for Future Research

Case studies are often used as the first step in a larger research project. The results of a case study cannot necessarily be generalized, but they can help researchers narrow their focus. For instance, researchers in the medical field might conduct a case study on a patient who survived an injury that typically proves fatal.

Over the course of the study, researchers may identify two or three ways in which this patient’s situation differed from others they have seen. Perhaps they identify something unique in the patient’s DNA or lifestyle choices or in the steps doctors took to treat the injury. Letting that information guide them, researchers could use other methods to deepen their understanding of those factors and perhaps develop new treatments or preventative recommendations.

Case studies can also be used in the fields of social work, politics, and anthropology to draw attention to a widespread problem and spur more research. A detailed narrative about one person’s experience will inspire more compassion than an academic paper filled with quantitative data. Stories often have a greater impact than statistics.

Challenging, Testing, or Developing Theories

Case studies can be particularly useful in the process of forming and testing theories. A case study may lead researchers to form a new theory or call into a question an existing one. They are an invaluable tool for identifying exceptions to a rule or disproving conventional wisdom.

For instance, a medical professional may write a case study about a patient who exhibited atypical symptoms to assert that the list of symptoms for a condition should be expanded. A psychologist could use a case study to determine whether the new treatment they devised for depression is effective, or to demonstrate that existing treatment methods are flawed. As the result of a case study, a marketing professional could suggest that consumers values have changed and that marketing best practices should be updated accordingly.

Enabling the Study of Unique Subjects

Some subjects would be impossible, impractical, or unethical to study through other research methods. This is true in the case of extremely rare phenomenon, many aspects of human behavior, and even some medical conditions.

Suppose a medical professional would like to gather more information about multiple-birth pregnancies with four or more fetuses. More information would be helpful because we have less information about them, but the reason we have less information is because they are so rare. Conducting case studies of a few women who are currently pregnant with multiples or have given birth to multiples in the past may be the only practical way to research them.

Case studies can also be used to gain insight into historical events and natural phenomenon — things we are not able to repeat at will. Case studies have also been used to study subjects such as a feral child , child prodigies, rare psychological conditions, crisis response, and more.

Helping People Better Understand Nuanced Concepts

Educators incorporate case studies into their lectures for a reason. Walking students through a detailed case study can make the abstract seem more real and draw out the nuances of a concept. Case studies can facilitate engaging discussions, spark thoughtful questions, and give students a chance to apply what they have learned to real-world situations.

Outside the classroom, case studies can be used to illustrate complex ideas. For instance, a well-constructed case study can highlight the unintended consequences of a new piece of legislation or demonstrate that depression does not always manifest in an obvious way. Case studies can help readers and listeners understand and care about an issue that does not directly affect them.

Despite their benefits, case studies do come with a few limitations. Compared to other research methods, case studies are often at a disadvantage in terms of the following:

Replicability

In most cases, scientists strive to create experiments that can be repeated by others. That way, other scientists can perform their own research and compare their results to those of the initial study. Assuming these other scientists achieve similar results, the replicability of the experiment lends credibility to the findings and theories of the original researchers.

One limitation of case studies is that they are often difficult, if not impossible, to replicate. Although this fact does not diminish the value of case studies, it does demonstrate that case studies are not a good fit for every research problem — at least, not on their own. Additional research would have to be performed to corroborate the results and prove or disprove any generalized theories generated by a case study.

Generalization

Generalization is another area in which case studies cannot match other research methods. A case study can help us challenge existing theories and form new ones, but its results cannot necessarily be generalized. The data we gather from a case study is only valid for that specific subject, and we cannot assume that our conclusions apply to the broader population.

Researchers or readers can attempt to apply the principles from a particular case to similar situations or incorporate the results into a more comprehensive theory. However, a case study by itself can only prove the existence of certain possibilities and exceptions, not a general rule.

Reliability

The reliability of case studies may be called into question for two reasons. The first objection centers on the fallibility of human memory and the question of whether subjects are being honest. Many case studies rely on subjects to self-report biographical details, their state of mind, their thoughts and feelings, or their behaviors.

The second issue is the Hawthorne effect, which refers to the tendency of individuals to modify their behavior when they know they are being observed. This effect makes it nearly impossible for researchers to ensure that the observations and conclusions of their case study are reliable.

Researcher Bias

Researcher bias is another potential issue with case studies. The results of a case study are by nature subjective and qualitative rather than objective and qualitative, and any findings rely heavily on the observations and narrative provided by the researcher. Even the best researchers are still human, and no matter how hard they try to remain objective, they will not be able to keep their findings completely free of bias.

Researchers may have biases they are not even aware of. A researcher may over-identify with the subject and lose the benefit of a dispassionate outside perspective. If the researcher already has an opinion on the subject, they may subconsciously overlook or discount facts that contradict their pre-existing assumptions. Researcher bias can affect what the researcher observes and records, as well as how they interpret and apply their observations.

Case studies can be time-consuming and expensive to conduct. Crafting a thorough case study can be a lengthy project due to the intensive, detailed nature of this type of research. Plus, once the information has been gathered, it must be interpreted. Between the observation and analysis, a case study could take months or even years to complete. Researchers will need to be heavily involved in every step of the process, putting in a lot of time, energy, focus, and effort to ensure that the case study is as informative as possible.

Now that you understand the benefits, limitations, and types of case studies, you can follow these steps to write your own:

• Determine your objective.  Write out your research problem, question, or goal. If you aren’t sure, ask yourself questions like, “What am I trying to accomplish? What do I need to know? What will success look like?” Be clear and specific. Your answers will help you choose the right type of case study for your needs.
• Review the research.  Before delving into your case study, take some time to review the research that is already available. The information you gather during this preliminary research can help guide your efforts.
• Choose a subject.  Decide what or who the subject of your case study will be. For instance, if you are conducting a case study to find out how businesses have been affected by new CDC guidelines, you will need to choose a specific restaurant or retailer. In some cases, you may need to draft a release form for the subject to sign so that you will be able to publish your study.
• Gather information.  Case studies about a person, organization, or group may rely on questionnaires or interviews to gather information. If you are studying an event, you might use a combination of academic research and witness interviews. In some cases, you will record your own observations as part of the study.
• Write a report.  Most case studies culminate in a written report, similar to a research paper. Most case studies include five sections : an introduction, a literature review, an explanation of your methods, a discussion of your findings and the implications, followed by a conclusion.
• Publish your findings.  Once you’ve written your case study, consider the most engaging way to present your findings. A well-written research article is a good place to start, but going a step further will maximize the impact of your research. For instance, you could design an infographic to highlight key findings or commission an animated video to turn your case study into a visual narrative.

Whether research is your primary occupation or only an incidental part of your job, you can benefit from a solid understanding of what case studies are, how they work, and when to use them. Use the information and steps above to design and write a case study that will provide the answers you’re looking for.

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What Is a Case Study?

Weighing the pros and cons of this method of research

Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

Cara Lustik is a fact-checker and copywriter.

Verywell / Colleen Tighe

• Pros and Cons

What Types of Case Studies Are Out There?

Where do you find data for a case study, how do i write a psychology case study.

A case study is an in-depth study of one person, group, or event. In a case study, nearly every aspect of the subject's life and history is analyzed to seek patterns and causes of behavior. Case studies can be used in many different fields, including psychology, medicine, education, anthropology, political science, and social work.

The point of a case study is to learn as much as possible about an individual or group so that the information can be generalized to many others. Unfortunately, case studies tend to be highly subjective, and it is sometimes difficult to generalize results to a larger population.

While case studies focus on a single individual or group, they follow a format similar to other types of psychology writing. If you are writing a case study, we got you—here are some rules of APA format to reference.  

At a Glance

A case study, or an in-depth study of a person, group, or event, can be a useful research tool when used wisely. In many cases, case studies are best used in situations where it would be difficult or impossible for you to conduct an experiment. They are helpful for looking at unique situations and allow researchers to gather a lot of˜ information about a specific individual or group of people. However, it's important to be cautious of any bias we draw from them as they are highly subjective.

What Are the Benefits and Limitations of Case Studies?

A case study can have its strengths and weaknesses. Researchers must consider these pros and cons before deciding if this type of study is appropriate for their needs.

One of the greatest advantages of a case study is that it allows researchers to investigate things that are often difficult or impossible to replicate in a lab. Some other benefits of a case study:

• Allows researchers to capture information on the 'how,' 'what,' and 'why,' of something that's implemented
• Gives researchers the chance to collect information on why one strategy might be chosen over another
• Permits researchers to develop hypotheses that can be explored in experimental research

On the other hand, a case study can have some drawbacks:

• It cannot necessarily be generalized to the larger population
• Cannot demonstrate cause and effect
• It may not be scientifically rigorous
• It can lead to bias

Researchers may choose to perform a case study if they want to explore a unique or recently discovered phenomenon. Through their insights, researchers develop additional ideas and study questions that might be explored in future studies.

It's important to remember that the insights from case studies cannot be used to determine cause-and-effect relationships between variables. However, case studies may be used to develop hypotheses that can then be addressed in experimental research.

Case Study Examples

There have been a number of notable case studies in the history of psychology. Much of  Freud's work and theories were developed through individual case studies. Some great examples of case studies in psychology include:

• Anna O : Anna O. was a pseudonym of a woman named Bertha Pappenheim, a patient of a physician named Josef Breuer. While she was never a patient of Freud's, Freud and Breuer discussed her case extensively. The woman was experiencing symptoms of a condition that was then known as hysteria and found that talking about her problems helped relieve her symptoms. Her case played an important part in the development of talk therapy as an approach to mental health treatment.
• Phineas Gage : Phineas Gage was a railroad employee who experienced a terrible accident in which an explosion sent a metal rod through his skull, damaging important portions of his brain. Gage recovered from his accident but was left with serious changes in both personality and behavior.
• Genie : Genie was a young girl subjected to horrific abuse and isolation. The case study of Genie allowed researchers to study whether language learning was possible, even after missing critical periods for language development. Her case also served as an example of how scientific research may interfere with treatment and lead to further abuse of vulnerable individuals.

Such cases demonstrate how case research can be used to study things that researchers could not replicate in experimental settings. In Genie's case, her horrific abuse denied her the opportunity to learn a language at critical points in her development.

This is clearly not something researchers could ethically replicate, but conducting a case study on Genie allowed researchers to study phenomena that are otherwise impossible to reproduce.

There are a few different types of case studies that psychologists and other researchers might use:

• Collective case studies : These involve studying a group of individuals. Researchers might study a group of people in a certain setting or look at an entire community. For example, psychologists might explore how access to resources in a community has affected the collective mental well-being of those who live there.
• Descriptive case studies : These involve starting with a descriptive theory. The subjects are then observed, and the information gathered is compared to the pre-existing theory.
• Explanatory case studies : These   are often used to do causal investigations. In other words, researchers are interested in looking at factors that may have caused certain things to occur.
• Exploratory case studies : These are sometimes used as a prelude to further, more in-depth research. This allows researchers to gather more information before developing their research questions and hypotheses .
• Instrumental case studies : These occur when the individual or group allows researchers to understand more than what is initially obvious to observers.
• Intrinsic case studies : This type of case study is when the researcher has a personal interest in the case. Jean Piaget's observations of his own children are good examples of how an intrinsic case study can contribute to the development of a psychological theory.

The three main case study types often used are intrinsic, instrumental, and collective. Intrinsic case studies are useful for learning about unique cases. Instrumental case studies help look at an individual to learn more about a broader issue. A collective case study can be useful for looking at several cases simultaneously.

The type of case study that psychology researchers use depends on the unique characteristics of the situation and the case itself.

There are a number of different sources and methods that researchers can use to gather information about an individual or group. Six major sources that have been identified by researchers are:

• Archival records : Census records, survey records, and name lists are examples of archival records.
• Direct observation : This strategy involves observing the subject, often in a natural setting . While an individual observer is sometimes used, it is more common to utilize a group of observers.
• Documents : Letters, newspaper articles, administrative records, etc., are the types of documents often used as sources.
• Interviews : Interviews are one of the most important methods for gathering information in case studies. An interview can involve structured survey questions or more open-ended questions.
• Participant observation : When the researcher serves as a participant in events and observes the actions and outcomes, it is called participant observation.
• Physical artifacts : Tools, objects, instruments, and other artifacts are often observed during a direct observation of the subject.

If you have been directed to write a case study for a psychology course, be sure to check with your instructor for any specific guidelines you need to follow. If you are writing your case study for a professional publication, check with the publisher for their specific guidelines for submitting a case study.

Here is a general outline of what should be included in a case study.

Section 1: A Case History

This section will have the following structure and content:

Background information : The first section of your paper will present your client's background. Include factors such as age, gender, work, health status, family mental health history, family and social relationships, drug and alcohol history, life difficulties, goals, and coping skills and weaknesses.

Description of the presenting problem : In the next section of your case study, you will describe the problem or symptoms that the client presented with.

Describe any physical, emotional, or sensory symptoms reported by the client. Thoughts, feelings, and perceptions related to the symptoms should also be noted. Any screening or diagnostic assessments that are used should also be described in detail and all scores reported.

Your diagnosis : Provide your diagnosis and give the appropriate Diagnostic and Statistical Manual code. Explain how you reached your diagnosis, how the client's symptoms fit the diagnostic criteria for the disorder(s), or any possible difficulties in reaching a diagnosis.

Section 2: Treatment Plan

This portion of the paper will address the chosen treatment for the condition. This might also include the theoretical basis for the chosen treatment or any other evidence that might exist to support why this approach was chosen.

• Cognitive behavioral approach : Explain how a cognitive behavioral therapist would approach treatment. Offer background information on cognitive behavioral therapy and describe the treatment sessions, client response, and outcome of this type of treatment. Make note of any difficulties or successes encountered by your client during treatment.
• Humanistic approach : Describe a humanistic approach that could be used to treat your client, such as client-centered therapy . Provide information on the type of treatment you chose, the client's reaction to the treatment, and the end result of this approach. Explain why the treatment was successful or unsuccessful.
• Psychoanalytic approach : Describe how a psychoanalytic therapist would view the client's problem. Provide some background on the psychoanalytic approach and cite relevant references. Explain how psychoanalytic therapy would be used to treat the client, how the client would respond to therapy, and the effectiveness of this treatment approach.
• Pharmacological approach : If treatment primarily involves the use of medications, explain which medications were used and why. Provide background on the effectiveness of these medications and how monotherapy may compare with an approach that combines medications with therapy or other treatments.

This section of a case study should also include information about the treatment goals, process, and outcomes.

When you are writing a case study, you should also include a section where you discuss the case study itself, including the strengths and limitiations of the study. You should note how the findings of your case study might support previous research. 

In your discussion section, you should also describe some of the implications of your case study. What ideas or findings might require further exploration? How might researchers go about exploring some of these questions in additional studies?

Need More Tips?

Here are a few additional pointers to keep in mind when formatting your case study:

• Never refer to the subject of your case study as "the client." Instead, use their name or a pseudonym.
• Read examples of case studies to gain an idea about the style and format.
• Remember to use APA format when citing references .

Crowe S, Cresswell K, Robertson A, Huby G, Avery A, Sheikh A. The case study approach .  BMC Med Res Methodol . 2011;11:100.

Crowe S, Cresswell K, Robertson A, Huby G, Avery A, Sheikh A. The case study approach . BMC Med Res Methodol . 2011 Jun 27;11:100. doi:10.1186/1471-2288-11-100

Gagnon, Yves-Chantal.  The Case Study as Research Method: A Practical Handbook . Canada, Chicago Review Press Incorporated DBA Independent Pub Group, 2010.

Yin, Robert K. Case Study Research and Applications: Design and Methods . United States, SAGE Publications, 2017.

By Kendra Cherry, MSEd Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

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Product Management

How to create user-focused use cases for ideal success scenarios [with examples].

Engineering Team

December 30, 2023

Are you steering a project, deciphering intricate business processes, or engineering complex software solutions? If so, you’re well aware that success hinges on clarity and precision. Good news! Use cases may spare you and your clients a great deal of trouble.

Imagine you’re constructing a building. Blueprints guide you, outlining each room’s purpose and layout. This is exactly what a use case is: a blueprint to guide system requirements and resulting project operations. It helps map out processes across user interactions, helping you build a system tailored to user goals and needs. 🏗️

A stitch in time saves nine, and similarly, mastering use cases now can save you countless hours later. In this practical guide, we’ll explain:

• The significance of a use case-driven approach in software development
• Steps to write a use case for multiple scenarios

Benefits of use cases in business processes

Step 1: come up with the title and description, step 2: identify the actors, step 3: identify the actors’ goal, step 4: capture stakeholders and their interests, step 5: specify pre-conditions or assumptions, step 6: outline basic flow, step 7: determine exceptions or error conditions, step 8: include extensions or variations to how the system functions, step 9: consider alternative flows, create and manage your use cases in clickup docs, try writing use cases with ai, use case #1: online shopping wishlist, use case #2: travel itinerary management.

What Is a Use Case, and What Purpose Does It Serve?

Use cases are indispensable for understanding user-specific interactions and narratives (or user stories) to create the intended design for a system.

In technical terms, a use case is a detailed description that outlines how a user will interact with an IT solution to achieve a specific goal. It maps out the steps they take , with a clear beginning, middle, and end.

If you’re new to use cases, you’re probably wondering why you should care about it. The truth is that every software development process carries the burden of user-focused project planning. It’s critical to understand the service or system requirements beforehand so that your end product works perfectly and is profitable.

This is where a use case comes in, helping you visualize user interactions from start to finish and pinpoint any hiccups along the way . Think of it as a walkthrough in a strategic game where every move is crucial. Your input, the system’s response, specific processes, and the final outcome are all explicitly stated, leaving no room for ambiguity in decisions.

The idea here is to help project managers, business analysts, and software developers align themselves on what the end user desires in a software application or a system , taking the guesswork out of the picture. The result? Smarter decisions on:

• Features to prioritize
• Design scope
• Bugs to fix

Tip: Need a quick start? Use the ClickUp User Story Mapping Template to initiate use case mapping right away! Its built-in infinite Whiteboard helps you track and prioritize user stories within minutes.

Use cases offer several benefits in developing and managing software systems and projects . Here are seven key advantages for various business stakeholders:

• Clarity into specific interactions : Use cases provide a clear understanding of how users interact with a system, helping define and document functional requirements
• Focused communication : Use cases serve as a bridge between business stakeholders , aligning developers, designers, project managers, and clients
• Identification of how a system behaves : They help identify and document various ways users interact with the system. This includes both normal and exceptional scenarios, providing a comprehensive view of the system’s expected behavior
• Project planning : Use cases help in planning by breaking down the desired functionalities into manageable units addressing specific system goals
• Flexibility : They provide a flexible framework that can accommodate modifications (alternative flows) or additions without disrupting the overall system flow
• Documentation and training : Use cases serve as valuable workflow documentation for future reference. They provide insights that can be useful for training new development team members
• Risk identification : By exploring various success and failure scenarios, use cases assist in identifying potential risks and challenges early in the development process

What to Include in a Project’s Use Case: With Practical Steps

Use cases can include a number of elements depending on the scale and complexity of the system you’re building. Here are some of the most significant options:

• Title and description
• Actors (users)
• Stakeholders
• Pre-conditions
• Exception to the basic flow
• Variations or what-if scenarios
• Alternative flows

These points can be better explained when we explore the practical side of things. Refer to the sections below to understand how to include these elements and distill complex use case scenarios into actionable steps .

Any use case study must have an engaging title. Keep it concise, specific, and indicative of the use case’s purpose. For instance, the title Optimizing Online Checkout: A Use Case for E-Commerce Conversion Enhancement immediately conveys the focus and scope.

Next, your case description should set the context concisely, pinpointing the use case actor or user, the system in question, and the ultimate goal. Here’s an example: This use case outlines the steps taken by an online shopper to complete a purchase, highlighting the system’s response at each interaction to ensure a smooth transaction and reduce cart abandonment.

Keep your language sharp, directly addressing the innovative outcomes you seek.

These are not Hollywood stars but rather the key entities— individuals, groups, or even other systems —interacting with the system under scrutiny. Identifying these actors is akin to casting characters in a play; each has a role, a purpose, and a set of actions that contribute to the unfolding narrative. 🎭

Actors within a use case diagram can be categorized as either primary or secondary . A primary actor seeks the system’s assistance by themselves to achieve a specific goal. On the other hand, a secondary actor provides a service to the system as a direct result of the primary use case. The system initiates interaction with the secondary actor for information or completion of a goal.

Let’s say a user applies for a loan online, which makes them the primary actor. In response to the loan application, the system triggers another resource to calculate interest rates—that resource is the secondary actor.

If you’re still in the research phase and need help identifying the primary actor, you may want to document your findings through the ClickUp User Research Plan Template . Its built-in features help software and UX teams map out user behavior and resolve problems within apps, websites, or projects in an orderly manner. 

Whether an actor is buying a product, signing up for a newsletter, or using a website, their goal is the driving force behind their interaction with your services . It’s your job to understand these goals so you can design a system that helps them achieve them in the most efficient way possible.

Let’s consider a real-world example: if you’re running a retail website, a customer’s goal might be to purchase a product in minimal steps. This use case would require you to outline the steps customers need to take to complete that purchase, from selecting the item to finalizing the payment.

Use this ClickUp SMART Goal Action Plan Template to list out the goals of all identified actors and monitor how they’re addressed by your team.

It’s super vital to identify all the stakeholders and understand their interests to ensure your use case is effective. A stakeholder could be an end-user, a system administrator, or even external actors or systems interacting with your service. They all have unique needs and expectations. Here’s what you should do:

• List all possible stakeholders involved in the use case
• For each stakeholder, identify their interests or what they aim to gain from the use case. For instance, a potential Interest for an online shopper would be an Intuitive and efficient user experience
• Consider how the use case can be fulfilled without compromising the overall goals
• Regularly revisit this list as your project or product develops , ensuring new needs are accounted for

Stakeholder analysis can be a stressful job, especially when there are multiple use cases to monitor. We recommend using quality stakeholder mapping templates to structure the process. 

Pre-conditions set the stage for action, ensuring that all necessary conditions are in place before the use case is initiated. Think must-haves for your scenario to work—like having an internet connection for an online transaction or a user account for access to a members-only area. Imagine the scenario from the user’s perspective and identify and list these prerequisites clearly.

Here’s an illustration showing how pre-conditions are used to outline use cases and automate the workflow for a banking website:

This is the minimum viable product (MVP) scenario, the one where everything clicks, and your use case unfolds just as envisioned. No errors, no hiccups, just a straightforward path to a happy user.

Imagine a scenario where a customer purchases a book from an online store. The basic flow would be:

• The customer logs in to their account
• They search for a book by title, author, or genre
• The customer reviews the book and adds it to their cart
• They proceed to checkout, confirm shipping details, and select a payment method
• They review the order summary and place the order
• A confirmation email is sent to the customer

Each step here is supposed to be clear and necessary, guiding the user towards a satisfying transaction. Fall back on the ClickUp User Flow Template to design efficient use case pathways and share them with your team.

These exceptions represent scenarios where the standard process flow doesn’t apply. Think about what could go wrong and how your system should respond. You can:

• Consider realistic scenarios : Think about all the ways an operation might deviate or lead to failure scenarios. This could be due to technical issues, user errors, or unexpected circumstances
• Document each exception : Clearly describe each exception, including its cause, effect, and how your system should respond
• Prioritize exceptions : Rank exceptions based on their likelihood and impact on user experience

Think of these as what-if scenarios that keep your processes agile . Say if a customer abandons their shopping cart, what’s the next step? This perhaps calls for creating an extension that activates a follow-up email sequence or a special discount offer to re-engage them.

Use cases should adapt to real-world complexities, offering innovative solutions that maintain user engagement. It’s about anticipating the unexpected and scripting a response that turns challenges into opportunities.

Consider alternative courses if challenges or process deviations occur. Imagine you’re designing a use case for an online shopping cart system.

Main Success Scenario (MSS):

• The user adds items to the cart
• The user proceeds to checkout and confirms payment

What if an item is out of stock?

• The system notifies the user immediately
• The system recommends similar products

What if the payment is declined?

• Prompt the user to try a different payment method
• Offer to save the cart for later completion

What if network issues occur?

• Save the user’s progress automatically
• Inform the user and attempt to reconnect

For each what-if , develop an alternative path that guides your system to a successful outcome. 

How to Write Effective Use Cases with ClickUp

Now that we have a thorough knowledge of the process of developing use cases, let’s explore how to write one professionally with ClickUp . This all-in-one project management tool comes with abundant user documentation and use case writing features. Let’s break down the process to showcase just how effortless it can be.🌹

To kick off your business use case model in ClickUp, head to ClickUp Docs , the platform’s integrated solution for creating and storing all types of documents—from user manuals and test case definitions to technical requirements.

Starting fresh? Great, create a new doc. You can use one of ClickUp’s free flowcharting templates to create use case diagrams or case study templates to document user research. Everything will be accessible from a centralized location, making it easier to keep track of the best possible outcome scenario or develop alternative paths.

Invite members from product and marketing teams to work on your use case document in real time. You may want to create Folders to store multiple use cases for your project. The best part is that you can connect your Docs with other project tasks to ensure a smooth work experience.

Let’s dive into the fun stuff! In the Doc editor, just type /ai. Boom! The ClickUp AI modal appears, ready for action. Click on Write with AI to get the party started. Type in your use case topic and add relevant technical requirements to generate a professional-grade, well-structured use case presentation within seconds.

Even with the AI-generated use cases, you’re in control. You can:

• Insert the content elsewhere : Seamlessly insert the AI-generated content into your Doc. Or, just copy-paste and merge it with manually written use cases
• Edit inputs : If the narrative needs a personal touch, edit your prompt or topic to guide the AI in the direction you want
• Regenerate : Fancy a different twist? Explore varied responses from the AI with the same prompt
• Give AI more direction : Extend the conversation by providing additional prompts or directions and get more contextual responses 🤖

Besides generating text, ClickUp AI can also fix the grammar and tone of your existing documents and even summarize lengthy case studies to save you time.

Examples of Use Cases for Software Development Projects

Let’s dive into some business use case examples to better illustrate what they look like and how they can streamline your projects.

An e-commerce platform aims to introduce a wishlist feature that enhances the online shopping experience for users.

Actors : Online shoppers

Goals : Add items to a wishlist; view wishlist contents

Stakeholders : E-commerce platform, online shoppers, product vendors, marketing team, developers

Pre-conditions : User must be logged in and browsing available products

Basic flow :

• User logs into the e-commerce platform
• User browses available products
• User selects the option to add a product to their wishlist
• System adds the selected product to the user’s wishlist
• User can view and manage their wishlist at any time
• System provides personalized product recommendations based on wishlist items

Extensions/Variations: 

• Implement a notification system to alert users when wishlist items are on sale
• Allow users to share their wishlist with friends or family for gift suggestions

Exceptions/Error conditions:

• If a selected product is no longer available, notify the user and provide alternate courses
• In case of technical issues, ensure users can still browse and add items to their wishlist without disruptions

Alternative flow :

• User selects the option to view their existing wishlist
• System displays a list of items in the user’s wishlist
• User can remove items from the wishlist or proceed to purchase
• System updates the wishlist and provides relevant suggestions for additional items

A travel planning app wants to implement a feature for users to create and manage their travel itineraries.

Actors : Travelers, travel app

Goals : Create and edit travel itineraries; receive recommendations

Stakeholders : Travel app companies, travelers, local businesses, tourism boards, developers

Pre-conditions : User must be logged in and have a trip planned

• User logs in
• User selects the option to create a new travel itinerary
• User inputs trip details, including destinations and dates
• System generates an initial itinerary and suggests local attractions
• User can modify the itinerary and add custom activities
• System provides real-time updates and recommendations based on user preferences

Extensions/Variations :

• Integrate a weather forecast feature for each destination
• Allow users to share their itineraries with fellow travelers.

Exceptions/Error conditions :

• If a selected attraction is closed or unavailable during the planned date, notify the user and suggest alternatives
• In case of a connectivity issue, ensure users can still access and modify their itineraries offline
• User logs into the travel app
• The user chooses an existing route
• System displays the current itinerary, including booked accommodations and activities
• User can modify the itinerary, add new activities, or remove existing ones
• System updates the itinerary and adjusts recommendations accordingly

Closing the Case on Success

Whether you’re looking to fine-tune your business process or enhance customer experience, use case modeling is a great tool for visual problem-solvers. If you need an observable result quickly, rely on the strategic use case development tools within ClickUp to accelerate your project timelines and bring your business objectives to fruition. 🍉

Sign up to explore the free-to-use solution .

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The Ultimate Showdown: Use Case vs. Case Study

Just like Marvel and DC superheroes, use cases and case studies both come armed with an impressive set of powers. But as with their comic book equivalents, they each come with different strengths. Sometimes saving the day calls for someone faster than a speeding bullet, other times you need a superhero with spidey-sense. It’s the same with use cases and case studies: different needs call for different approaches. 

A use case vs. case study — how will you know which to use in which situations? Let’s take a deep dive into the distinct powers of use cases and case studies then look at the scenarios that each are best suited to. I’ll share some effective formats to consider for each type of content and offer tips for each.

What’s the Difference Between Use Cases and Case Studies?

Before we dive in, let’s define our terms. A use case is written for a particular type of customer, such as buyer type (technical or strategic, for example) or industry. It describes how a solution solves challenges the buyer faces and helps them reach their goals. It paints the picture with a broad brush, encouraging prospects to envision how your product could meet their specific needs. 

A case study focuses on a single customer’s experience with your product or service. It describes quite specifically the challenges the customer needed to solve, how the customer implemented your solution, and exactly how they benefited as a result. A case study requires finer brushwork. It details how the customer deployed your product to solve a specific problem or set of problems. And it quantifies the results the customer achieved because of it.

Benefits of Use Cases

The power of use cases lies in their flexibility. They allow you to show how a particular type of user will get the most out of your product. Use cases give you the freedom to describe problems solved, benefits, and features for buyer types with different priorities. (For example, business leaders vs. technical users or organizations in different industries.) 

Unlike case studies, use cases don’t constrain you to describing how a specific client chose to use your product. Use cases let prospects fill in the details unique to them. They’re great for demonstrating how processes work, highlighting value for specific industries or roles, and showcasing increased efficiencies. 

Benefits of Case Studies

The case study’s twin powers are social proof and the ability to quantify results. When it comes to making purchase decisions, buyers want to hear the experiences others have had with a product. Case studies tell a unique story of a company’s experience with your product and how their investment turned out. 

Since you’re sharing an actual customer’s experience, the case study format allows you to go into more detail. You can include percent of cost savings or time savings, dollar amounts of new revenue brought in, etc. Being able to see the real-life application of your product and the results a real customer achieved is highly persuasive. 

Ideal Formats for Use Cases

You have many options for what your use case can look like. I’ve seen effective use cases take the form of multi-page documents or a single graphic. You’ll want to first identify what information you want to convey, then choose a format that’s well-suited to your purpose. Here are a few popular formats for use cases.

• White paper — White papers make an ideal medium for longer form use cases. If your intended readers are technical prospects, this format allows you to include lots of detailed information.
• One-pager — Single-page sell sheets are perfect for presenting a narrowly-defined use case. Since they’re so short, you can develop multiple one-pagers to target different product features and individual solutions. 
• Graphic — Many people are visual learners. For very-narrow use cases or high-level overviews, infographics give prospects a visual way to process the information.
• Video — A well-produced video gives you a host of options not easily included in a written format. Video use cases have the advantage of being able to show your solution in action. You can also share a bit about your company’s culture, or introduce key members of the product team to prospects. 

Ideal Formats for Case Studies

The core strength of the case study is its ability to tell an engaging story of how an actual company used your product to solve a problem or experience growth. These formats work particularly well when used to present a case study.

• Feature story — The feature story format makes the case study look like a magazine feature. It allows you to make full use of storytelling to weave a narrative. You’ll also include compelling statistics, direct quotes from the customer, and describe the pain they experienced before using your product.
• Q&A — Customer interviews that are heavily-infused with quotes providing specific details lend a feel of authenticity to a case study. The Q&A format also allows prospects to quickly scan and find the information that’s most compelling to them.
• Video — Video is like a chameleon. It blends in well with just about anything. When using video to present a case study, include an interview with the customer. You may also want to demo the product features that directly contributed to the client’s success. 

How to Write Better Use Cases

While use cases can take a variety of forms, these best practices will help boost their effectiveness.

• Describe the challenges and goals common to this type of buyer — Answer two key questions in your use cases: What kind of challenges are they facing in the day-to-day operations of their business? At the start of each day what goals are most important to them to accomplish?
• Make a direct connection between your product’s unique capabilities and the benefits your buyer will experience — If you’ve done your homework with defining your ICPs, you know what’s most important to your audience. Explicitly make the connection between what your product can accomplish and the benefits that matter most to that buyer type.
• Be a problem solver — Show how your solution solves the challenges common to the type of buyer and allows them to reach their goals. Highlight the impact of the status quo and demonstrate how your product effectively resolves the issues.
• Keep it simple — There’s no replacement for brevity. People are busy, and time is precious. A tightly-written use case is much more likely to be read than one that meanders. 
• Weave in story — Even though the use case doesn’t take a narrative format, weave in storytelling techniques as much as you can. It will make the use case easier for prospects to follow. 

How to Write Better Case Studies

Case studies are more engaging and convincing if you include these elements.  

• Tell a story, with your customer as the hero — Everyone loves a hero, except when it’s someone else. Avoid the urge to make your company the hero when writing case studies. Instead, focus on the client as the hero, emphasizing how they overcame a difficult problem and achieved great things with the aid of your solution. Your client is the hero. Your product is their secret weapon.
• Dig into the pain of the status quo — No one likes to feel pain, and everyone wants to avoid it. Be sure you have a thorough understanding of the pain involved in your customer’s situation prior to your solution. And show all the facets of that pain.
• Tie your product’s specific solutions to the pain points — Define the pain points, and show how your solution resolved them. Clearly connect your product’s capabilities with how the client achieved their goals.
• Quantify the cost of “before” and the value of “after” — Stating hard numbers in a case study makes it more believable. And it also gives prospects ammunition for justifying their choice and getting budget. Include stats like dollar amount or percentage of savings, dollar amount or percentage of new revenue, amount of time saved and what was able to be done with the saved time, and improved employee happiness (leading to improved retention rates and performance).
• Include candid quotes — Quotes add a layer of authenticity to a case study. As you’re interviewing your client for the case study, jot down direct quotes. Look for how they capture the essence of their presenting problem, how your product has improved an aspect of their business, and how easy it was to integrate your solution into their business. 

For more on how to craft a compelling customer story, check out How to Write Customer Stories that Sell .

The use case vs. case study debate.

So which one wins in the use case vs. case study debate? They both do. Use cases and case studies are both powerful tools that can be called upon to demonstrate your product’s distinct benefits to prospects. A well-rounded marketing effort will include both. After all, sometimes saving the day requires the use of a cape and spider silk.

Put your case studies to work! Check out The Ultimate Guide to Using Case Studies in Your Marketing for 12 different ways to expand reach.

Schedule a call  to share what’s holding you back from better marketing content, and

Content Strategy Is Much More Than SEO

posted on FEBRUARY 4, 2022

Somehow, the term “content strategy” has become synonymous with SEO strategy. But SEO is only a tiny part of content strategy. Without getting the rest right, traffic may be plentiful but demo requests will be few (and the requests that do come through probably won’t be from best-fit prospects).

Let’s look at four crucial components of content strategy to see exactly why this distinction matters.

If a company’s content looks and sounds like everything else online, no one is going to sit up and take notice. Sure, prospects might find the answer to a question they were Googling, but they won’t remember the brand associated with the insight, and they won’t be highly motivated to share it. 

To make ideal-fit prospects love your brand, you need standout points of view that are connected with what your prospects care about most. Your POVs could include a contrarian stance on the industry status quo, a commitment to fight against a  shared enemy , or an action-backed position on a social issue. 

If your POVs are truly aligned with your ideal-fit buyers and woven into your content strategically, they will not only differentiate your content from everyone else’s but also spark word-of-mouth. 

Value Prop Alignment

Effective content — even top-of-funnel content — will lead prospects to conclude that your solution is uniquely qualified to meet their needs. The way you structure your content and the points you make can create a clear connection between your value props and your prospects’ pain points and priorities. 

Where your brand POVs engage prospects on an emotional level, your value prop alignment engages prospects’ logical side and helps them to understand the ways your product will make their working lives better. 

Of course, this logical journey should be an enjoyable one for your prospects. There’s no need for content to be dry as you’re leading them down this path of thinking. But prospects must be taken on this thought journey to grasp why they should choose your solution over your competitors’.

Status Quo Risks

It’s easy to overlook the status quo as a killer of deals, but it often is exactly that. Buying a new solution is a risk — we’ve probably all experienced a nightmare rollout of software that was a bad fit. No one wants to be the person who championed that hated software (and worry about the impact to their career as a result!). To overcome this resistance, the risks of the status quo must outweigh the risk of buying a new solution in the minds of your ideal-fit prospects. 

A good content strategy will identify the risks involved in the ICP’s status quo and the specific impacts that it will have if it doesn’t change. Digging into the dangers involved in the status quo (when appropriate) in your content will help motivate prospects to take action.  

Channel Considerations

Finally, we get to channels — SEO, paid search, organic social, paid social, email, etc. Channel strategy includes pinpointing which channels ideal-fit prospects prefer for their work-related activities (i.e. sure, you can capture prospects’ attention when they’re trying to relax and forget about work, but it’s probably counter-productive). It also includes how to best approach each channel for maximum results.   

Content must, of course, get in front of prospects before it can engage them. Channel strategy is vitally important, but it’s not worth much without the prior three components. And SEO is only one channel! 

Take a Holistic View for Effective Content Strategy

Content strategy can’t be siloed from the rest of a marketing strategy — it should be just as driven by ICP research, positioning, brand messaging, and product messaging as everything else. Content can be incredibly powerful if it’s created and distributed with a holistic perspective. You can rank content high in search  and  generate high-quality demo requests at the same time.   

Schedule a call  to share what’s holding you back in your content marketing, and I’ll let you know if I can help and how. If I can’t help, I’ll recommend someone who can.

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Blog Graphic Design 10 Use Case Diagram Examples (and How to Create Them)

10 Use Case Diagram Examples (and How to Create Them)

Written by: Letícia Fonseca Feb 15, 2022

Use case diagrams are a great tool that can help businesses and developers alike to design processes and systems.

By capturing requirements and expectations from a user’s point of view, they ensure the development of correct and efficient systems that will properly serve a user’s goals.

In this article, we will define what a use case diagram is and provide you with different use case diagram examples.

You can create your own use case diagrams using Venngage’s  Diagram Maker  and use case diagram templates . No design experience is required!

Click to jump ahead:

What is a use case diagram?

• 5 Use case diagram examples and templates that you can use

What are the benefits of a use case diagram?

Types of use case diagrams, what are the elements of a uml use case diagram, faqs about use case diagrams.

A use case diagram is a visual representation of the different ways and possible scenarios of using a system. It illustrates how a user will perform actions and interact with a particular system, such as a website or an app.

For example, this use case diagram depicts the different functions of a banking system for customers:

In Unified Modeling Language (UML), systems are presented at different levels of detail to show a specific perspective in the system’s design. Use case diagrams are considered UML diagrams.

UML diagrams define and organize the high-level functions and scope of a system. By modeling the basic flow of events in a use case, they help identify the goals that you need to achieve with every system-user interaction.

5 Use case diagram examples and templates that you can use:

Here are some use case diagram templates and examples to guide your diagram creation process:

Retail use case diagram

This use case diagram example depicts the internal functions and employee interactions within a retail system.

It features basic system functions represented by color-coordinated boxes to signify use cases based on the user’s role. A use case diagram like this can be of great use to retail stores with B2C e-commerce systems.

Design a use case or UML diagram that reflects your brand with Venngage’s My Brand Kit feature. 

Add your website when prompted and the editor automatically imports all your brand assets, including your logo, colors, and fonts.

Restaurant use case diagram

In this example, a restaurant’s daily operations serve as the system, the staff represent the actors, and their tasks are the use cases.

This use case diagram can be particularly helpful to restaurants or fast-food chains in terms of systemizing routine processes and presenting day-to-day activities to employees in a simpler and more orderly way.

Travel use case diagram

Here is a use case diagram that maps out how different types of users can engage with a travel booking website or application.

This comprehensive template includes extended use cases marked by dotted lines and arrows instead of simple lines. It can be scaled down or up for hotels, airlines, and other travel reservation systems.

Banking use case diagram

Designed for automated teller machine (ATM) systems, this use case diagram portrays different types of transactions as use cases.

As this example is very simple and contains only essential elements, it can be adapted for other banking systems like branch banking or online banking.

Consumer electronics store use case diagram

Last but not least, this use case diagram example illustrates how sales and management teams can use a retail system to carry out tasks.

It can be applied to retail systems for consumer electronics and home appliances, fast-moving consumer goods, and other retail sectors.

Ready to master use case diagrams? Check out our blog for everything you need to know and more use case diagram examples for your inspiration.

Use case diagrams can aid your development process with the following benefits:

• Guiding development:  Use case diagrams can help establish the cost and complexity of your system. It does so by specifying which functions become requirements that will make it to the development stage.
• User-driven approach:  Use case diagrams are written in natural language, which helps users easily understand them. Additionally, they provide businesses an excellent way to communicate with customers. Here is a use case diagram example that shows the basic transactional path of a banking customer:

• Simplifying solutions:  By breaking down solutions into practical functions or features, use case diagrams can decrease the complexity of the problem that your system is trying to solve.
• Tracking progress:  Use case diagrams can be used to monitor which use cases have been implemented, tested, and delivered and help you identify which functions work and which ones don’t.

Create use case diagrams that are easy to understand with Venngage’s extensive icon library. We offer 40,000+ icons, including diverse people icons, so your diagrams can reflect your users more accurately.

Double-click an icon in your chosen template, and choose from the options in the menu. 

There are many different  types of diagrams  that can be used for designing and representing systems and processes. As for UML use case diagrams, they are classified into two types: behavioral and structural UML diagrams.

Behavioral UML diagrams

Behavioral UML diagrams provide a standard way to visualize the design and behavior of a system. Under them are 7 other types of diagrams which are:

• Activity diagrams
• State machine diagrams
• Sequence diagrams
• Communication diagrams
• Interaction overview diagrams
• Timing diagrams
• Use case diagrams

As an example, this use case diagram portrays how an ATM system will behave or react when a customer or administrator performs an action.

Structural UML diagrams

Structural UML diagrams on the other hand focus on depicting the concepts involved in a system and how they relate to each other. There are also 7 types of structural UML diagrams:

• Class Diagram
• Component Diagram
• Deployment Diagram
• Object Diagram
• Package Diagram
• Profile Diagram
• Composite Structure Diagram

Use case diagrams contain a combination of different elements and specialized symbols and connectors. Whether you want your use case diagram to be simple or in-depth, it should include the following basic components:

• Actors  – An actor is anyone who performs an action using your system. Actors or users can be a person, an organization, or an external system. Actors are represented by stick figures in a use case diagram. In this example, the functions of a system are modeled for two types of actors: persons and organizations.

• System  – The system scope covers a sequence of actions and interactions between users and the system. To depict the system boundary, system boundary boxes are used to signify that a use case is within the scope of the system.
• Use cases  – Use cases are the different uses or applications that your system can offer users. Horizontally shaped ovals are used to symbolize use cases while lines are drawn to connect the user to the use case. Here is an example to illustrate the relationship between users and use cases:

• Goals  – The goal is the end result of a use case. An effective use case diagram should describe the activities involved in reaching the goals behind each use case.

What is included and not included in a use case diagram?

Use case diagrams describe the relationship between the users, the system, and its use cases. They do not need to go into a lot of detail and explain how the system operates internally. Here is a guide on what to include and what not to include in your use case diagram:

What to include:

• Who is using the system
• How the user will use the system
• What the user’s goal is
• What steps the user takes to accomplish a task
• How the system responds to a particular action

What not to include:

• The order in which steps are performed
• Details about user interfaces
• Programming language

When to apply use case diagrams

Here are some situations where applying use case diagrams can be particularly useful:

Early stages of system development:

• Gather and visualize requirements:  Capture the needs and goals of different user groups and how the system interacts with them.
• Define system scope:  Ensure you’re building the right features and functions based on user needs.
• Identify potential issues:  Spot inconsistencies or missing functionalities early on in the development process.

Communication and collaboration:

• Explain system functionality to stakeholders:  Offer a clear and concise visual representation of what the system does and how it works.
• Facilitate discussions and feedback:  Use the diagram as a starting point for discussions and encourage user input into the design process.
• Align teams on system goals:  Ensure everyone involved has a shared understanding of the user experience and system objectives.

Testing and documentation:

• Derive test cases:  Use the diagram to identify different use cases and scenarios to test the system functionality.
• Document system behavior:  Provide a clear and easily understandable reference for future maintenance and updates.
• Support ongoing communication:  Explain complex system features to new team members or users.

Beyond these situations, consider using use case diagrams when:

• You want to focus on the  “what” and “why”  instead of the technical details.
• You need to deal with  multiple user types  with different needs and functionalities.
• You want to  increase understanding and agreement  among stakeholders.

How do you write a use case diagram?

Writing a use case diagram involves deconstructing processes in order to reveal a basic overview of your system. Here are some steps that you can follow:

Step 1:  Identify the actors (users) who are going to be engaging with your system. Categorize each type of user based on their roles.

Step 2:  Pick one type of user and list what actions they would take using the system. Each action becomes a use case.

Step 3:  Create a goal for every use case. Identify what is required from the system to achieve these goals.

Step 4:  Structure the use cases. Include in the description for each use case the basic course of events that will happen when a user performs a certain action. It should describe what the user does and how the system responds.

Step 5:  Take into consideration alternate courses of events and add them to extend the use case.

Step 6:  Repeat steps 2-5 to create a use case diagram for each type of user.

What software is used to create a use case diagram?

There are various tools and software available for creating a use case diagram. For starters, you can try Microsoft Visio which is a diagramming and vector graphics application that is part of the Microsoft Office family.

You can also go for web-based software if you don’t want the hassle of downloading, installing, and updating programs. Venngage’s diagram features include pre-made use case diagram templates that you can customize for your business and development needs.

Don’t guess, visualize: Use case diagrams map how you gain from this system

Creating a use case diagram can help you illustrate how your system can fulfill the needs and goals of your users. Make sure to use Venngage’s  diagram maker  to create a successful use case diagram for your next project.

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What is a use case? How to write one, examples, + template

Designing a product takes more than listing features and goals. Before the first smartphone came out, how would you describe the ways users interact with it? Calling it a cellphone you can browse the web on is a good start, but that doesn’t explain the complexity of its systems. To map out the ways users interact with a system, tool, or product, you need a use case.

Use cases are descriptions of the ways users interact with systems to accomplish tasks or reach goals. Mapping these interactions can improve early planning and ensure a smooth development cycle. To help you work them into project planning, we’ll define a use case, explain how to write one, and share examples.

What is a use case

A use case explains how users interact with a product or system. It outlines the flow of user inputs, establishing successful and failed paths to meeting goals. This allows product teams to better understand what a system does, how it performs, and why errors occur. You can write one out or diagram a use case model for visual thinkers.

Use cases vary in complexity depending on your audience or system. But across the board, your use case should identify a few key components. The most important ones include:

• Actor: anything exhibiting behavior that interacts with a system, such as a single user, a team, or another piece of software
• System: the product or service with defined functionality
• Goal: the purpose or objective users reach with a system’s features

Actors, systems, and goals build the foundation for a use case. When you begin tracking system interactions, a few new elements come into play:

• Stakeholder(s): someone with a stake or interest in a system’s performance
• Primary actor: the actor who initiates a system’s function to reach a goal
• Preconditions: underlying factors required for the use case to happen
• Triggers: events that begin a use case
• Basic flows: use cases where systems work as intended to reach a goal
• Alternate flows: different outcomes based on when and how a system veers off course

Types of use cases

Use cases come in two forms: business and system. A system use case is a detailed look at how users interact with each part of a system. It highlights how unique inputs and contexts cause the system to reach different outcomes. This level of detail highlights how a system’s individual functions work in any scenario.

Business use cases paint a more general picture of how a user might interact with your business to reach their goals. Instead of focusing on technical detail, it’s a cause-and-effect description of different inputs. For example, if you run a code debugging platform, your business use case explains how users enter their code and receive error notices.

Some teams like to write a business use case to outline a system’s processes before development. As developers begin their work, a manager will outline more technical system use cases to follow.

Use scenario vs. use case

Use cases show all the ways a system functions when trying to reach goals, but a scenario only depicts one example. In a scenario, the system can succeed or fail at reaching the user’s goals. Put simply, multiple use scenarios build a use case.

Use case vs. user story

Use cases depict how users interact with a system, and user stories describe features from the user’s perspective. As a result, user stories are much shorter than use cases, typically consisting of brief descriptions teams use as a jumping-off point in development. Additionally, use cases can assist multiple teams in an organization, while user stories help product teams build their tool.

Use case vs. test case

While a use case covers how users and system features work to reach goals, test cases verify if a single feature works correctly. Unlike use cases, test cases look at functionality in isolation.

For example, a test case might involve validating login functionality on an email platform, ensuring users can log in on any browser at any time after creating their account.

How to write a use case

Writing a use case sounds complex, but only requires understanding your system and its users. You can write a use case by following these six steps:

1. Describe your system

Start by describing your system, or the product or service you and your team will build. Focus your description on what your system does for users. In a business use case, you can keep this background general and explain what it accomplishes. For a system use case, give an under-the-hood description of how your product functions.

Define your system by asking:

• What form does it take: product, service, or software?
• What features does it offer?
• What goals can you accomplish with it?
• How does it meet those goals?
• What can you learn about the system from other documents like project charters ?

2. Identify the actors

Actors generally refer to users and customers but can apply to any outside force that engages with your system. Your actor needs well-defined behaviors explaining how and why actors use your system.

Identify actors by asking:

• Are they individuals, teams, hardware, or another system?
• Will primary and secondary actors share the same behavior?
• Will stakeholders take on the role of actors in your use case?

3. Define your actors’ goals

Use cases highlight the outcome actors want from a system. Remember to focus on your actors’ wants over the system’s capabilities to understand why users come to your system. In some cases, customers want to use systems for more than one objective. Listing each of these objectives creates a more robust use case.

4. Create a scenario

In a use case, scenarios are the sequence of actions customers take when using a system and the flow of effects from that interaction. Your basic flows cover scenarios where a system works as intended. A user approaches the system, enters the right inputs, and your system helps them reach their goals.

Start with these successful, basic flows to create a baseline. You can use process mapping techniques to identify potential issues in the next flows.

5. Consider alternate flows

After writing a successful scenario, write alternate flows that lead to different outcomes. Typically, alternate flows involve the misuse of a system that keeps actors from reaching their goals. However, you can also note internal errors that cause a system to break down or unintended ways systems can reach goals.

Alternate flows show how different actors use a system and succeed or fail. They give a more nuanced view of everything your system can do to help you troubleshoot.

6. Repeat steps 2–5 to compile your use case

With enough variation of actors, goals, and scenarios, you can show how your system functions. Compiling these flows together gives you a use case, which can improve development and inform other documents like project status reports .

With simple systems, you can change a few elements to see every potential outcome. However complex systems may have too many elements to see each outcome. In cases like this, you can focus on testing the most common interactions. You can also design systems to prevent untested com

Try Figma’s use case template

Ready to start brainstorming use cases? Try the Figma use case template to break down your systems and find new solutions.

Use case example

Assume you’re a product manager developing a mobile banking app for your company. Your platform needs to streamline user registration and account setup. Here’s a sample use case format based on this app:

Background information:

• System: a mobile banking app
• Primary actor: customers who want to open an account
• Secondary actor: underwriters and automated tools calculating interest rates and maximum principal balances
• Goals: save time on account registration and onboarding
• Stakeholders: the CEO and product VP of your company
• Preconditions: users download the app and meet account requirements
• Triggers: the user chooses to create a new account from the app
• Basic flow: Users download your app and choose to create a new account. The application collects information about the user’s other accounts and credit scores. From there, it automatically shares the accounts they qualify for and their interest rates. The user finds an account that suits their needs and registers.
• Alternate flow 1: Users enter their financial information and the app quickly generates account options. However, each account defaults to the highest interest rate their financial background allows. So, users abandon the app to find a lower rate.
• Alternate flow 2: The onboarding process works as intended, but the app faces compliance issues such as Know Your Customer (KYC) requirements. While the app can provide account options, extra compliance steps slow the process.
• Alternate flow 3: Because the app only looks at other accounts and credit scores, it can’t offer a full range of account options. For example, it can only offer credit cards and lines of credit. So, customers looking for mortgages have to go elsewhere.

Benefits of use cases

In the planning stage, use cases define your project scope, requirements, and roadmap. Teams can also discuss the best user outcomes and design a path to them. With alternate flows, you can also anticipate risks before they hurt a user’s experience. If that isn’t enough reason to pen one, here are a few other benefits of use cases:

• Explains value: Use cases explain a system’s features in plain terms. So, when pitching your plans to stakeholders, a use case makes your system easier to understand.
• Predicts costs: A use case outlines the complexity of a system. More complexity may come with additional features or safeguards. By learning how complex your system is, you can estimate development costs.
• Improves planning: Without a use case, designers and developers focus on what a system does, not how it does it. However, use cases help teams consider all the ways to implement features and safeguards.
• Shares alternative uses: Not all alternative flows in a system lead to failed outcomes. Mapping out different scenarios finds new solutions to old problems or expands your understanding of what a system can accomplish.

Perfect your use cases with FigJam

Use cases go beyond describing what your product can do. They give stakeholders and teams a clear picture of user interactions and successful outcomes. Whether adding a new feature, rapid prototyping , or redesigning a system, your planning should start with writing a use case.

The more insights into actors, interactions, and outcomes, the better—which is why it's important to collaborate on use cases with your team and stakeholders. A shared online whiteboard like FigJam streamlines collaboration between remote teams to help you build out comprehensive use cases. Our gallery of 300+ templates can bring teams together at any stage of development.

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What is a use case? Definition, template, and how to write one

For requirements collection and high-level stakeholder communication, product managers need to be able to describe how a consumer will interact with a system or product. This can include a description of the product’s users, how they interact with the product, and what it does.

A great way to visually represent this information is by creating a use case.

In this guide, we’ll define what a use case is, describe the elements therein and what they are designed to do, and walk through how to build a use case step by step.

We’ll also look at some use case examples to show what they look like in practice.

If you’d like to write your own use case while following along with this article, here is a free use case template . To use the template, select File > Make a copy from the top menu bar.

What is a use case?

A use case is a description of how a user interacts with a system or product. Companies build use cases to establish success scenarios, failure scenarios, and any important variants or exceptions.

Many organizations leverage use case modeling tools — such as Miro, LucidChart, and SmartDraw, for some examples — to write or visually represent a use case.

Use cases are frequently employed in software development environments to simplify complicated concepts, but they can be just as important in project management for gathering requirements and defining a project’s scope.

Who creates use cases?

Product management , product development , and product testing domains all use the use case methodology. Product managers and developers employ use cases in a similar manner: as a design tool to specify how the system will react to user activities. However, there are some key differences.

Product managers typically document user-focused use cases whereas developers document product-focused use cases. The user-focused use cases are primarily concerned with the user and their objectives. These are then passed to developers to guide decision-making during the product development process.

Product developers frequently add technical and design elements to provide crucial context. This set of improved use cases gives the development team the insight it needs to start designing, creating, and testing the product and its features.

What is a use case designed to do?

A use case is designed to reveal system demands early on in the process.

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Use cases concentrate on the system’s users rather than the system itself. A user case should be understandable to all stakeholders , not only developers and testers, because they are mostly narrative prose. This includes customers, users, and executives.

During the early planning stages, you should involve whichever roles are best suited to solve the problem at hand. This encourages end users to buy into the solution and reduces surprises once the system is put into place.

Each use case is designed specifically to cover only one application of the system. That said, a key advantage of use case modeling is that it also covers all potential problems. Finding minor requirements early on in the project saves a ton of time by identifying exceptions to a successful scenario.

Finally, after you create a use case, you can use it to guide the creation of many other software development components, such as object models, test case definitions, user documentation, and project planning (cost, complexity, and scheduling estimations).

As a product manager, one of the best justifications for creating use cases is that they serve as genuine connecting points. They should be truly understandable to both business and technical users so that everybody can comment on them.

Business analysts leverage use cases as a communication tool to align people to take a common approach and share a common understanding of what the software aims to accomplish.

A technical product manager, on the other hand, might employ use cases to reach business stakeholders without using tech jargon — talking more about what the system does than how it does it. When you get down to the dirty work of coding, this will really help you accelerate and clarify communication to ensure that you’re building what the business genuinely needs and desires.

Elements of a use case

Let’s break down the components of a typical use case and explain the purpose and objective of each.

Actors are the people or things that interact with your system. An actor could be an individual, a company, a team, or something else entirely. Anything that exists outside of a system and engages in some sort of interaction with it qualifies as an actor.

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The stakeholder who gets the ball rolling with an interaction to achieve a goal using your system is known as the primary actor.

Your system, which some people refer to as a scene, is composed of a number of decisions and interactions made by your actors.

The results of an actor’s interactions with the system are your goals.

Your system may produce several outputs in some circumstances while only producing one in others. Before continuing, consider modifying your method if you encounter any barriers to achieving your goal.

Preconditions

Preconditions are assertions or realities regarding what must occur prior to and following the use case.

Often, software developers are aware of the actions that must come before the next one.

For example, let’s say an online shopper clicks on a product to get a detailed description and customer feedback. The Add to cart button won’t show up until the item is in stock and accessible at the warehouse.

A use case that operates flawlessly and exactly as intended with no exceptions or mistakes in the run is known as the fundamental flow or main success scenario. This frequently serves as a starting point when developing various features.

Knowing how a typical scenario operates can help you write accurate code and come up with alternative flows.

Alternative flows

A deviation from the primary success scenario is known as an alternative path or alternative flow. This typically manifests when a system-level error occurs.

In this section of the use case, you frequently list the most probable or noteworthy exceptions an actor might make. Alternative flows in the e-commerce example might include:

• Adding items to favorites instead of a shopping cart
• Sharing items with friends or family members
• Looking at reviews and comments about a product or service

What does a use case diagram look like?

In a use case diagram, stick figures are the most typical way to depict actors .

The use cases/goals you create will be horizontal ovals with a few words of text inside detailing each activity; you can use various colors to indicate different goals.

Associations that depict the connections between components use solid and dotted lines.

Each set of use cases within a system are grouped together by system boundary boxes , which are rectangles.

An example of a use case diagram for a medical clinic application might look something like this:

How to write a use case

To write a use case, complete the following steps:

• Determine the target audience for the product
• Select a user from that list
• Determine what, exactly, the user wants to do with the product and create a separate use case for each action
• Determine the typical flow of events for each use case when the user uses the product
• In the use case description, describe the fundamental course. Give examples of what the user performs and what the system responds with so that the user is aware of both
• Consider alternative courses of action and include them to “expand” the use case once the fundamental process has been presented
• Search for connections between the use cases. Extract these and mark them as typical use cases for courses
• Repeat steps 2–7 for all other users

Use case template

You can use the template below to assist you in writing your own use case:

To use this use case template , click here and make a copy by selecting File > Make a copy from the top menu bar.

Use case example

To show how the steps outlined above work in practice, let’s look at an example use case of a housekeeper doing laundry:

• Actors — Residents, housekeeper, etc.
• Primary actor — Housekeeper
• Goals — To do laundry, fold all items, iron clothes if necessary
• Preconditions — It is a Friday and there is laundry in the laundry room

The basic flow for this use case example is as follows:

The housekeeper comes to the laundry room on Friday. They organize the available laundry. After that, they clean and then dry each load. They folds the articles that need folding, then iron and hang the wrinkled items

Alternative flows :

• The housekeeper irons any wrinkled items before putting them on a hanger
• The housekeeper rewashes anything she finds to be still dirty

Use cases help product teams understand a system’s functions from the viewpoint of distinct users. They help stakeholders across the organization visually understand the various flows and how user groups interact with the system.

Use cases also support the development team when generating concepts and assessing the viability of the use cases. Use case definition is a crucial phase in the software development process and is a critical skill for any product manager.

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