Are you doing enough UX Research? The right UX Research? Any UX Research?
We can quickly assess your UX Research activities and tell you whether your optimally focused on answering the right questions for your organization, guided by your business strategy.
Business Strategy <> UX Research Strategy
Across the dozens of clients and hundreds of projects we've worked on through the years, we find that the most successful are those whose Business Strategy clearly delineates a set of specific choices: who your products are for; what needs they satisfy; what customer questions they answer.
UX Research should focus on filling in those blanks, and helping you to form a strategy that is coherent and customer-centered. UX is not just what the product looks like - it's also a philosophy around how a business strategy is formed.
Likewise, once formed, your business strategy can then inform your UX Research team and its structure, and focus: with an audience and its needs identified, your UX Research can focus on generating product feature ideas that are centrally informed by your customers' needs. In the parlance of Jobs-To-Be-Done: your customers hire your product to do a job. Understanding the nuances of those jobs allows you to devise a product uniquely suited to
UX Research teams are not invoked, they evolve - often from a place of an initial pain point. Perhaps a disappoint product launch, or a competitor entering the market with a unique and appealing feature set serves as an impetus for a company to get more "customer focused."
From these reactionary beginnings, UX Research may focus on righting the wrong, fixing the problem, and easing a customer complaint. These are worthy starting points with much potential... if handled deftly.
Strategic thinking in general is hard; if a strategy is a set of choices, making those choices is rarely easy. Frequently they are choices between two options which seem quite equal and full of potential - two markets which may have much to offer, but are incompatible with eachother.
So too with UX Research strategy: curing a poorly-performing product feature through extensive usability testing takes time and effort; discovering new customer needs to satisfy is equally time consuming and complex. UX Research teams often grow in response to known problems, and even senior-level hires are expected to contribute to a growing backlog of product fixes.
Why look for new problems to solve, when there are already plenty we know about?
We Can Help Your UX Research Team Prepare for the Future
We Just Have a Few Questions to Start.