Understanding our users is integral to the design process. Conducting user research is how we can better understand our users and surface problems they face in their day-to-day experiences. By observing our users while they're using products or services and asking the right questions up front in the design process, we can figure out the right problems to solve and define strategies to overcome these problems.
User research and strategy are related, but distinct.
Adaptive Path said it best in their UX Intensive course on research:
"[Research is] the work that uncovers and articulates the needs of individuals and/or groups in order to inform the design of products and services in a structured manner. By discovering these needs, building empathy, we are better equipped to design solutions to problems that better serve our users."
Sorting sticky notes
They also go on to define design strategy as:
"[Strategy is] an informed argument for what an organization should make and the related activities it should engage in to create competitive advantage, meaningful connections, and new value for stakeholders.
Often times, a design strategy can inform the direction of user research. For example, if an objective in a company's strategy is to provide the best service in the industry but in reality their product hasn't generated enough backing from its users to be successful. This finding can inform the type of user research we undertake in order to figure out why this offering isn't resonating with customers and what can be done to address this.
Typical workshop output
In other cases, the opposite can also be true. For example, user research could reveal that the product that a company is offering is being used more specifically for a secondary benefit that it provides its customers. This information could lead to a shift in strategic focus on that secondary benefit as it provides more value to their customers.
My Experience
I have experience in numerous techniques of experiential and observational research using both quantitative and qualitative methods. Understanding the behaviours, needs, and motivations of our users sets the foundation to deliver a solution that meets or even eclipses their needs.
This can be accomplished through:
- user interviews
- workshop facilitation
- usability testing
- and many other techniques
There are many tools in the user research toolkit depending on what problem we want to find more information about.
I have experience working with clients to help define and articulate their strategy for their project. This fundamental piece of work pays for itself as the project progresses as it can be a decision-making tool as new features are added or need to be prioritized, or design decisions are needed.