How to convince others of the importance of UX research

There’s not much a parent won’t do to ensure their child has the best chance of succeeding in life. Unsurprisingly, things are much the same in product development. Whether it’s a designer, manager, developer or copywriter, everyone wants to see the product reach its full potential.

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Key to a product’s success (even though it’s still not widely practiced) is UX research. Without research focused on learning user pain points and behaviors, development basically happens in the dark. Feeding direct insights from customers and users into the development of a product means teams can flick the light on and make more informed design decisions.

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While the benefits of user research are obvious to anyone working in the field, it can be a real challenge to convince others of just how important and useful it is. We thought we’d help.

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Define user research

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If you want to sell the importance of UX research within your organization, you’ve got to ensure stakeholders have a clear understanding of what user research is and what they stand to gain from backing it.

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In general, there are a few key things worth focusing on when you’re trying to explain the benefits of research:

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• More informed design decisions: Companies make major design decisions far too often without considering users. User research provides the data needed to make informed decisions.
• Less uncertainty and risk: Similarly, research reduces risk and uncertainty simply by giving companies more clarity around how a particular product or service is used.
• Retention and conversion benefits: Research means you’ll be more aligned with the needs of your customers and prospective customers.

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Use the language of the people you’re trying to convince. A capable UX research practice will almost always improve key business metrics, namely sales and retention.

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The early stages

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When embarking on a project, book in some time early in the process to answer questions, explain your research approach and what you hope to gain from it. Here are some of the key things to go over:

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• Your objectives: What are you trying to achieve? This is a good time to cover your research questions.
• Your research methods: Which methods will you be using to carry out your research? Cover the advantages of these methods and the information you’re likely to get from using them.
• Constraints: Do you see any major obstacles? Any issues with resources?
• Provide examples: Nothing shows the value of doing research quite like a case study. If you can’t find an example of research within your own organization, see what you can find online.

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Involve others in your research

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When trying to convince someone of the validity of what you’re doing, it’s often best to just show them. There are a couple of effective ways you can do this – at a team or individual level and at an organizational level.

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We’ll explain the best way to approach this below, but there’s another important reason to bring others into your research. UX research can’t exist in a vacuum – it thrives on integration and collaboration with other teams. Importantly, this also means working with other teams to define the problems they’re trying to solve and the scope of their projects. Once you’ve got an understanding of what they’re trying to achieve, you’ll be in a better position to help them through research.

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Educate others on what research is

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Education sessions (lunch-and-learns) are one of the best ways to get a particular team or group together and run through the what and why of user research. You can work with them to work out what they’d like to see from you, and how you can help each other.

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Tailor what you’re saying to different teams, especially if you’re talking to people with vastly different skill sets. For example, developers and designers are likely to see entirely different value in research.

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Collect user insights across the organization

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Putting together a comprehensive internal repository focused specifically on user research is another excellent way to grow awareness. It can also help to quantify things that may otherwise fall by the wayside. For example, you can measure the magnitude of certain pain points or observe patterns in feature requests. Using a platform like Notion or Confluence (or even Google Drive if you don’t want a dedicated platform), log all of your study notes, insights and research information that you find useful.

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Whenever someone wants to learn more about research within the organization, they’ll be able to find everything easily.

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Bring stakeholders along to research sessions

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Getting a stakeholder along to a research session (usability tests and user interviews are great starting points) will help to show them the value that face-to-face sessions with users can provide.

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To really involve an observer in your UX research, assign them a specific role. Note taker, for example. With a short briefing on best-practices for note taking, they can get a feel for what’s like to do some of the work you do.

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You may also want to consider bringing anyone who’s interested along to a research session, even if they’re just there to observe.

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Share your findings – consistently

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Research is about more than just testing a hypothesis, it’s important to actually take your research back to the people who can action the data.

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By sharing your research findings with teams and stakeholders regularly, your organization will start to build up an understanding of the value that ongoing research can provide, meaning getting approval to pursue research in future becomes easier. This is a bit of a chicken and egg situation, but it’s a practice that all researchers need to get into – especially those embedded in large teams or organizations.

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Anything else you think is worth mentioning? Let us know in the comments.

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Read more

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• Selling your design recommendations to clients and colleagues – Guest writer Jeff Tang outlines some of his techniques for presenting UX recommendations and answering objections.
• Quantifying the ROI of UX – Ashlea McKay delves into one of the toughest UX questions to answer: “What do we get for our money?”
• How to lead a UX team – With user-centered design growing in organizations around the world, we’ll need capable leaders to run UX teams.
• How do I explain what UX is? – Ashlea McKay covers how you can explain UX to people who may not necessarily have familiarity with the field.

Knowing and understanding why and how your users use your product is invaluable for getting to the nitty gritty of usability. Delving deep with probing questions into motivation or skimming over looking for issues can equally be informative. 

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Put super simply, usability testing literally is testing how usable your product is for your users. If your product isn’t usable users often won’t complete their task, let alone come back for more. No one wants to lose users before they even get started. Usability testing gets under their skin and really into the how, why and what they want (and equally what they don’t).

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As we have been getting used to video calling regularly and using the internet for interactions, usability testing has followed suit. Being able to access participants remotely has allowed us to diversify the participant pool by not being restricted to those that are close enough to be in-person. This has also allowed an increase in the number of participants per test, as it becomes more cost-effective to perform remote usability testing.

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But if we’re remote, does this mean it can’t be moderated? No - remote testing, along with modern technology, can mean that remote testing can be facilitated and moderated. But what is the best method - moderated or unmoderated?

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What is moderated remote research testing? 🙋🏻

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In traditional usability testing, moderated research is done in person. With the moderator and the participant in the same physical space. This, of course, allows for conversation and observational behavioral monitoring. Meaning the moderator can note not only what the participant answers but how and even make note of the body language, surroundings, and other influencing factors. 

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This has also meant that traditionally, the participant pool has been limited to those that can be available (and close enough) to make it into a facility for testing. And being in person has meant it takes time (and money) to perform these tests.

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As technology has moved along and the speed of internet connections and video calling has increased, this has opened up a world of opportunities for usability testing. Allowing usability testing to be done remotely. Moderators can now set up testing remotely and ‘dial in’ to observe participants anywhere they are. And potentially even running focus groups or other testing in a group format across the internet. 

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Pros:

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- In-depth gathering of insights through a back-and-forth conversation and observing of the participants.

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- Follow-up questions don’t underestimate the value of being available to ask questions throughout the testing. And following up in the moment.

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- Observational monitoring noticing and noting the environment and how the participants are behaving, can give more insight into how or why they choose to make a decision.

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- Quick remote testing can be quicker to start, find participants, and complete than in-person. This is because you only need to set up a time to connect via the internet, rather than coordinating travel times, etc.

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- Location (local and/or international) Testing online removes reliance on participants being physically present for the testing. This broadens your ability to broaden the pool, and participants can be either within your country or global. 

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Cons:

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- Time-consuming having to be present at each test takes time. As does analyzing the data and insights generated. But remember, this is quality data.

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- Limited interactions with any remote testing there is only so much you can observe or understand across the window of a computer screen. It can be difficult to have a grasp on all the factors that might be influencing your participants.

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What is unmoderated remote research testing? 😵💫

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In its most simple sense, unmoderated user testing removes the ‘moderated’ part of the equation. Instead of having a facilitator guide participants through the test, participants are left to complete the testing by themselves and in their own time. For the most part, everything else stays the same. 

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Removing the moderator, means that there isn’t anyone to respond to queries or issues in the moment. This can either delay, influence, or even potentially force participants to not complete or maybe not be as engaged as you may like. Unmoderated research testing suits a very simple and direct type of test. With clear instructions and no room for inference. 

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Pros:

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- Speed and turnaround,  as there is no need to schedule meetings with each and every participant. Unmoderated usability testing is usually much faster to initiate and complete.

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- Size of study (participant numbers) unmoderated usability testing allows you to collect feedback from dozens or even hundreds of users at the same time. 

- Location (local and/or international) Testing online removes reliance on participants being physically present for the testing, which broadens your participant pool.  And unmoderated testing means that it literally can be anywhere while participants complete the test in their own time.

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Cons:

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- Follow-up questions as your participants are working on their own and in their own time, you can’t facilitate and ask questions in the moment. You may be able to ask limited follow-up questions.

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- Products need to be simple to use unmoderated testing does not allow for prototypes or any product or site that needs guidance. 

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- Low participant support without the moderator any issues with the test or the product can’t be picked up immediately and could influence the output of the test.

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When should you do which? 🤔

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Each moderated and unmoderated remote usability testing have its use and place in user research. It really depends on the question you are asking and what you are wanting to know.

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Moderated testing allows you to gather in-depth insights, follow up with questions, and engage the participants in the moment. The facilitator has the ability to guide participants to what they want to know, to dig deeper, or even ask why at certain points. This method doesn’t need as much careful setup as the participants aren’t on their own. While this is all done online, it does still allow connection and conversation. This method allows for more investigative research. Looking at why users might prefer one prototype to another. Or possibly tree testing a new website navigation to understand where they might get lost and querying why the participant made certain choices.

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Unmoderated testing, on the other hand, is literally leaving the participants to it. This method needs very careful planning and explaining upfront. The test needs to be able to be set and run without a moderator. This lends itself more to wanting to know a direct answer to a query. Such as a card sort on a website to understand how your users might sort information. Or a first click to see how/where users will click on a new website.

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Wrap Up 🌯

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With the ability to expand our pool of participants across the globe with all of the advances (and acceptance of) technology and video calling etc, the ability to expand our understanding of users’ experiences is growing. Remote usability testing is a great option when you want to gather information from users in the real world. Depending on your query, moderated or unmoderated usability testing will suit your study. As with all user testing, being prepared and planning ahead will allow you to make the most of your test.

User experience research is super important to developing a product that truly engages, compels and energises people. We all want a website that is easy to navigate, simple to follow and compels our users to finish their tasks. Or an app that supports and drives engagement.

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We’ve talked a lot about the various types of research tools that help improve these outcomes. 

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There is a rising research trend in 2021.

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Mixed method research - what is more compelling than these user research quantitative tools? Combining these with awesome qualitative research! Asking the same questions in various ways can provide deeper insights into how our users think and operate. Empowering you to develop products that truly talk to your users, answer their queries or even address their frustrations.

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Though it isn’t enough to simply ‘do research’, as with anything you need to approach it with strategy, focus and direction. This will funnel your time, money and energy into areas that will generate the best results.

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Mixed Method UX research is the research trend of 2021

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With the likes of Facebook, Amazon, Etsy, eBay, Ford and many more big organizations offering newly formed job openings for mixed methods researchers it becomes very obvious where the research trend is heading.

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It’s not only good to have, but now becoming imperative, to gather data, dive deeper and generate insights that provide more information on our users than ever before. And you don't need to be Facebook to reap the benefits. Mixed method research can be implemented across the board and can be as narrow as finding out how your homepage is performing through to analysing in depth the entirety of your product design.

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And with all of these massive organizations making the move to increase their data collection and research teams. Why wouldn’t you?

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The value in mixed method research is profound. Imagine understanding what, where, how and why your customers would want to use your service. And catering directly for them. The more we understand our customers, the deeper the relationship and the more likely we are to keep them engaged.

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Although of course by diving deep into the reasons our users like (or don’t like) how our products operate can drive your organization to target and operate better at a higher level. Gearing your energies to attracting and keeping the right type of customer, providing the right level of service and after care. Potentially reducing overheads, by not delivering to expected levels.

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What is mixed method research?

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Mixed methods research isn’t overly complicated, and doesn’t take years for you to master. It simply is a term used to refer to using a combination of quantitative and qualitative data. This may mean using a research tool such as card sorting alongside interviews with users. 

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Quantitative research is the tangible numbers and metrics that can be gathered through user research such as card sorting or tree testing.

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Qualitative research is research around users’ behaviour and experiences. This can be through usability tests, interviews or surveys.

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For instance you may be asking ‘how should I order the products on my site?’. With card sorting you can get the data insights that will inform how a user would like to see the products sorted. Coupled with interviews you will get the why.

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Understanding the thinking behind the order, and why one user likes to see gym shorts stored under shorts and another would like to see them under active wear. With a deeper understanding of how and why users decide how content should be sorted are made will create a highly intuitive website. 

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Another great reason for mixed method research would be to back up data insights for stakeholders. With a depth and breadth of qualitative and quantitative research informing decisions, it becomes clearer why changes may need to be made, or product designs need to be challenged.

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How to do mixed method research

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Take a look at our article for more examples of the uses of mixed method research. 

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Simply put mixed method research means coupling quantitative research, such as tree testing, card sorting or first click testing, with qualitative research such as surveys, interviews or diary entry.

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Say, for instance, the product manager has identified that there is an issue with keeping users engaged on the homepage of your website. We would start with asking where they get stuck, and when they are leaving.

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This can be done using a first-click tool, such as Chalkmark, which will map where users head when they land on your homepage and beyond. 

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This will give you the initial qualitative data. However, it may only give you some of the picture. Coupled with qualitative data, such as watching (and reporting on) body language. Or conducting interviews with users directly after their experience so we can understand why they found the process confusing or misleading.

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A fuller picture, means a better understanding.

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Key is to identify what your question is and honing in on this through both methods. Ultimately, we are answering your question from both sides of the coin.

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Upcoming research trends to watch

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Keeping an eye on the progression of the mixed method research trend, will mean keeping an eye on these:

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1. Integrated Surveys

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Rather than thinking of user surveys as being a one time, in person event, we’re seeing more and more often surveys being implemented through social media, on websites and through email. This means that data can be gathered frequently and across the board. This longitude data allows organizations to continuously analyse, interpret and improve products without really ever stopping. 

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Rather than relying on users' memories for events and experiences data can be gathered in the moment. At the time of purchase or interaction. Increasing the reliability and quality of the data collected. 

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2. Return to the social research

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Customer research is rooted in the focus group. The collection of participants in one space, that allows them to voice their opinions and reach insights collectively. This did used to be an overwhelming task with days or even weeks to analyse unstructured forums and group discussions.

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However, now with the advent of online research tools this can also be a way to round out mixed method research.

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3. Co-creation

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The ability to use your customers input to build better products. This has long been thought a way to increase innovative development. Until recently it too has been cumbersome and difficult to wrangle more than a few participants. But, there are a number of resources in development that will make co-creation the buzzword of the decade.

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4. Owned Panels & Community

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Beyond community engagement in the social sphere. There is a massive opportunity to utilise these engaged users in product development. Through a trusted forum, users are far more likely to actively and willingly participate in research. Providing insights into the community that will drive stronger product outcomes.

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What does this all mean for me

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So, there is a lot to keep in mind when conducting any effective user research. And there are a lot of very compelling reasons to do mixed method research and do it regularly. 

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To remain innovative, and ahead of the ball it remains very important to be engaged with your users and their needs. Using qualitative and qualitative research to inform product decisions means you can operate knowing a fuller picture.

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One of the biggest challenges with user research can be the coordination and participant recruitment. That’s where we come in.

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Taking the pain out of the process and streamlining your research. Take a look at our Qualitative Research option, Reframer. Giving you an insight into how we can help make your mixed method research easier and analyse your data efficiently and in a format that is easy to understand.

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User research doesn’t need to take weeks or months. With our participant recruitment we can provide reliable and quality participants across the board that will provide data you can rely on.

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Why not get in deeper with mixed method research today!