Column: Insights from Research

Both qualitative and quantitative methods of user research play important roles in product development. Data from quantitative research—such as market size, demographics, and user preferences—provides important information for business decisions. Qualitative research provides valuable data for use in the design of a product—including data about user needs, behavior patterns, and use cases. Each of these approaches has strengths and weaknesses, and each can benefit from our combining them with one another. This month, we’ll take a look at these two approaches to user research and discuss how and when to apply them. Read More

Usability testing is one of the least glamorous, but most important aspects of user experience research. Over the years, it has also been one of the forms of user research we have performed most frequently. In doing so, we’ve learned quite a few best practices and encountered some potential pitfalls. We think it’s important that we share what we’ve learned with the many stakeholders, designers, and engineers who might find this information helpful. Read More

One of the most important aspects of product development is the process of predicting the behavior of a product’s intended users. I’ve participated in ideation sessions with companies where designers, user researchers, and engineers were making major assumptions about what users would and wouldn’t be willing to do with their product, without performing any research. Of course, assumptions are important and useful. However, if not managed properly, they can definitely lead a project down the wrong path.

There are many examples of products that have challenged established industry assumptions—finally, overcoming them through their own success. Assumptions like these: People wouldn’t want to own a personal computer. People wouldn’t pay more for a high-capacity electronic music player. People wouldn’t feel comfortable purchasing electronic media without getting a physical product. One by one, these assumptions have fallen by the wayside as innovators have moved forward and created products that redefined their markets.

When dealing with assumptions, the most important thing is to recognize that you’re making them and need to understand their potential consequences. Once you recognize you’re making an assumption, it’s important to determine whether it’s a safe assumption or a risky one. Then you can evaluate each assumption and determine its viability. Read More