Why Research? | UX Talks 001
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The document discusses the importance of UX research in informing design and business decisions by providing insights into user behaviors and needs. It highlights common misconceptions about UX research, such as the belief that customers don't know what they want or that there isn't enough time for research. The document encourages embracing UX research to mitigate biases and enhance understanding of users, suggesting practical steps to get started.
Why Research? | UX Talks 001
- 1. Why Research? Brian Frank • User Experience (UX) Researcher at ResIM [email protected] @brian_frank
- 2. UX research informs design and business decisions with rich insights into people’s behaviours and needs.
- 4. Why do UX research? Get new insights & ideas. Promote clarity, confidence & agreement. Mitigate biases, mistakes & failures.
- 5. Why not do UX research? “Customers don’t know what they want.”
- 6. “It isn't the consumer's job to know what they want.” — Steve Jobs
- 7. Good UX researchers don’t ask people what they want. Researchers observe, interpret & analyze.
- 8. Why not do UX research? “We don’t have enough time.” “Customers don’t know what they want.”
- 9. Much of what feels like productivity is really waste. Debating ideas based on guesses. Making arbitrary changes. Building things that don’t get used.
- 10. Use research to reduce waste.
- 11. “We already know our customers.” “We don’t have enough time.” “Customers don’t know what they want.”Why not do UX research?
- 12. Customers are getting older (and so are we). Products and services are getting more complex. Changes and disruptions are happening faster. Digital products and services are entering every area of life.
- 13. You probably already do UX research, just do it better.
- 14. How to start doing UX research. Practice asking “why.” Get regular user exposure. Share the responsibility. Develop a lean, flexible research toolkit.
- 15. APPROACH DATASOURCE BehaviouralAttitudinal Qualitative Quantitative Analytics Reviews A/B Testing Moderated Usability Testing Focus Groups One-on-One Interviews Surveys Tree Testing Contextual/Field Research Unmoderated Usability Testing Card Sorting Participatory Design Adapted from: https://www.nngroup.com/articles/which-ux-research-methods/