UX Research

What is UX?

UX stands for “user experience”. It’s a person’s feeling ånd judgment about using a particular product or service. These days, the term UX is usually associated with websites, apps, and computer software but in fact, it can be applied to basically any kind of interaction. Even using a fork creates a user experience. For example, one would say that it’s too heavy and inconvenient but the other will find it perfect.

It leads us to the next characteristic of UX — it’s a subjective matter and doesn’t describe the quality of a product. It rather says if it’s good or not for a particular person or group of people and forms their specific perception about a product. Usually, we evaluate user experience in three basic dimensions: utility, ease of use, and efficiency.

Finally, UX isn’t constant. Product owners are constantly looking for opportunities to improve the user experience. But of course, sometimes everyone fails. Think of your phone. From time to time it gets updated with new features. Some of them may improve your experience, but others can drive you crazy.

What is UX research?

UX research — is a process of recognizing and studying the needs, expectations, motivations, and reasons for a particular behavior among people who are or will be using a specific product. It’s usually done at the early stage of each project as part of the design process and then after deployment as a way to keep up with the changing world.

Many people tend to underestimate the importance of UX research. But in fact, it’s the only way to discover what people really need. Sometimes the result can greatly differ from expectations and even be counterintuitive. That’s why without a thorough research all you can rely on is considered to be just an assumption.

How is UX research done?

UX research can be divided into two major parts: gathering data and its processing.

Gathering data

While gathering data researchers use attitudinal or active and behavioral or passive approaches. Attitudinal includes interviews, surveys, and other similar methods of getting information from users and people involved in a project. The behavioral or passive approach can be described as observing the behavior of people and noticing specific patterns. But also it involves reviewing existing literature, data, or analytics.

A/B testing and more

Then researchers analyze data and test their assumptions using methods like A/B testing. A/B testing is easy. Imagine that you want to know what type of a button on your landing people are more likely to click: a button with rounded corners or square ones. You can create two versions of your site and show them to two different groups of people. Group A will see a square button and group B a rounded one. All that is left is to count clicks. This is also called a quantitative research.

Quantitative research

Quantitative research — is any research that can be measured numerically. The opposite is qualitative or “soft” research which usually gives the answer to the why question. In this case, for example, after the A/B test you could’ve interviewed one of the groups to understand why did they click the button more.

And that’s it?

Of course no. Of course no. This was just a brief introduction to the world of UX. And if now it may seem like an easy task, it’s really not.

But we like to face complicated challenges and believe that a good project starts with a thoroug UX research. Our approach is to start off by an interview conducted by our design specialist. First we prepare 10-15 questions bases on the initial info about the task.

These questions are unique for every project that we work on and help us get a grasp of what will be the best solution. And only after we make sure that we have a clear vision, we will start working on the ideal model of interaction with users.

So if you need any kind of UX research or UX architecture — contact us.