When a UX designer is working on a product, they have two options. Option A is to make a research hypothesis or generalized assumptions about who you think your audience is and what they want. 

Option B is to ask questions like who my ideal audience is, what problems they currently face, and how can I create an inclusive design that offers a great user experience for them?

Option A usually leads to terrible product design, product recalls, poor usability, and dissatisfaction with the product.  If 32% of customers never return to a brand after a poor experience, then you have no second chance to make it right with them.

Option B ensures that design isn’t influenced by inherent bias or assumptions that ruin product usability. Instead, you’re listening to your audience and building user-centric products they love. The result? Increased customer satisfaction, excellent user experience, and higher revenues for your company.

read more… “What Is UX Research and Why Is It Important?”

Many companies now realize that creating user-centric products is the only way to succeed. They’ve seen the benefits of prioritizing user research as a way to identify user needs, inform and validate design decisions.

While there are many techniques to conduct user research, they mostly fall into qualitative or quantitative user research categories. Qualitative studies provide subjective information, while quantitative studies provide objective information. Both research techniques help designers evaluate a product and decide whether a full or partial redesign is required.

read more… “Quantitative vs Qualitative User Research: Key Differences and Similarities”