Why Your Business Needs UX Research?
UX research is a process of learning about people who are the intended users of a mobile app, a desktop app, website or any other digital product. Observing, talking and testing with the right participants from your target group will help you build a product that your customers actually need and are willing to use. If you don’t conduct any kind of user experience research you risk that your product will be based only on assumptions about your customers—what are their goals, needs, problems, behavior, context, and level of technical skills. It’s really important to confirm which of these assumptions are right and which are wrong.
Let’s say that you have an idea for a mobile app. You need to build it as quickly as possible but at this point, you don’t actually know how your idea works for your target audience. In order to understand what are their current behaviors, needs, and problems you need to talk to them and get to know them. That way, when you listen to other people’s points of view you can identify your own blind spots. Pursuing early-stage research lets you identify and understand the needs and attitudes in the market. Information gathered from the users influence your design decisions from the very beginning. It’s important because if you understand your users you can make a product that is truly relevant for them.
Conducting user testing on wireframes and prototypes at an early stage of a design process allows you to spot problems and fix them before a product is launched. It’s a great way of reducing costs of delivering a successful product because making adjustments to prototypes is relatively more efficient when you compare it with making changes during the development phase.
You might think that you could skip user testing and go straight to the development stage because in your opinion the prototype is clear and easy to use. But you need to be aware that you are not your user and you might be affected by the false-consensus effect which is a tendency to assume that others would share your beliefs and would behave similarly in a given context. It’s really better to realize as early as possible that your way of thinking about how users would use your product can be influenced a lot by your mental model.
UX research can and should be conducted before and during the design and development process, as well as after the project is launched. There are different methods of conducting user experience research. You should choose the one that suits best the subject of your project and your research goals (which should be clear and to the point). You can gather information from your users via:
- In-depth interviews: Conversations with existing or potential users to help understand their preferences and attitudes.
- Contextual inquiry: Direct observation of the user interaction with the product, combined with an interview that takes place in the user’s environment.
- Usability test: The process of performing a series of specific tasks on a prototype or working software.
- Card sorting: The method that gives insights on how people think about content, which later on allows you to create a structure of a website/mobile app that is easy to understand.
Creative Team at Polidea will help you get the most valuable findings from user experience research. We will:
- Invite the right participants
Finding the right participants for UX research is crucial because we don’t want to waste your time and money to get useless conclusions from the wrong people, which will lead to bad decisions later on. We will always get the most valuable findings from people that are in the target group of your product.
- Define UX research questions
Before choosing the right UX research method we need to define what we want to know. The goal shouldn’t be too general (“let’s check if users like our app”) but narrowed down to be clear what do we actually want to get from our research.
- Choose UX research methods
A research method should help us answer a UX research question. We will always choose the most relevant method that can be used during a particular phase of a project.
- Conduct UX research
UX research should be carefully planned and conducted by a moderator that knows the chosen method and different techniques of moderating user sessions.
- Analyze and present results of UX research
Doing a proper analysis is important for the validity of the results. We need to not only collect but also sort data gathered during the research and present results to you in a clear way.
Polidea as a design and development studio can be fully engaged in designing your product from the early stage of prototyping to the successful launch and maintaining the product. The advantage of this approach is that the Polidea team involved in building your product understands it well and can take care of its quality.
Senior UX Designer