How UX Research brings value to product development

Overview

When we talk about user experience, we quite often end up discussing UX Design. Some may even refer to UX and UX Design as the same thing, which they are not. Today, let's explore the "pre-story" of amazing and usable design — user experience research.

Understanding User Experience

Before diving deeper, let's establish a foundational understanding of user experience. According to Jacob Nielsen and Don Norman, the "founding fathers" of user experience discipline:

User experience encompasses all aspects of the end-users interaction with the company, its services, and its products.

When we talk about a user's experience with a product, we mean the quality of interaction with:

• The product itself
• Marketing and advertising
• Website UI and design
• Core features and functionality
• Post-purchase experiences
• Even the smallest UI elements like newsletter buttons

Creating a satisfying user experience requires two key components:

1. Understanding what users need (through research)
2. Having the skills to build it (through design)

The UX Umbrella

Dan Willis' illustration brilliantly highlights how UX solves user problems:

According to Willis, UX includes multiple components that must work together in perfect harmony to create an exceptional product.

The Value of UX Research

User experience research serves as a bridge between businesses and their end consumers. While many successful business projects solve problems, two critical questions remain:

1. How well are these problems being addressed?
2. How satisfied are users with the solutions?

UX research tries to put the user at the center of the product development process.

What is UX Research?

User Experience research is a process of understanding user:

• Habits
• Needs
• Attitudes

This research relies on objective data and feedback, not individual opinions or credibility. It's about what users actually think and do, backed by evidence.

Integration into Development Process

There are two primary roles of UX research in product development:

1. Initial UX Studies

Conducted in early stages to:

• Understand target audience
• Determine use cases
• Identify problems to solve
• Guide design decisions

2. Ongoing Case Studies

Performed throughout development to:

• Address specific issues
• Optimize existing features
• Improve user flows
• Test new solutions

For example, if your online store has a low transaction completion rate, targeted research can help identify:

• User pain points
• Abandonment causes
• Interface problems
• Optimization opportunities

Research Methods

Different research methods serve different purposes:

Card Sorting

• Optimizes information architecture
• Improves navigation structure
• Validates content organization

Heuristic Evaluation

• Identifies usability issues
• Validates design patterns
• Ensures consistency

Usability Testing

• Tests user flows
• Validates assumptions
• Gathers direct feedback
• Measures task completion

Best Practices

For maximum effectiveness, UX Research should:

1. Be conducted at all stages of development
2. Involve real users
3. Test multiple solutions
4. Gather quantitative and qualitative data
5. Inform design decisions

Conclusion

While interface design and interaction are crucial for user experience, they cannot be effective without real user data. How can you create an effective design without understanding user needs? UX Research bridges this gap, creating a connection between attractive design and product usability.

When applied correctly and at the right time, UX Research enables evidence-based design decisions that lead to better products and happier users.