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What is UX research? 🤔

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User experience (UX) research, or user research as it’s commonly referred to, is an important part of the product design process. Primarily, UX research involves using different research methods to gather information about how your users interact with your product. It is an essential part of developing, building and launching a product that truly meets the requirements of your users. 

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UX research is essential at all stages of a products' life cycle:

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1. Planning
2. Building
3. Introduction
4. Growth & Maturity

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While there is no one single time to conduct UX research it is best-practice to continuously gather information throughout the lifetime of your product. The good news is many of the UX research methods do not fit just one phase either, and can (and should) be used repeatedly. After all, there are always new pieces of functionality to test and new insights to discover. We introduce you to best-practice UX research methods for each lifecycle phase of your product.

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1. Product planning phase 🗓️

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While the planning phase it is about creating a product that fits your organization, your organization’s needs and meeting a gap in the market it’s also about meeting the needs, desires and requirements of your users. Through UX research you’ll learn which features are necessary to be aligned with your users. And of course, user research lets you test your UX design before you build, saving you time and money.

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Qualitative Research Methods

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Usability Testing - Observational

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One of the best ways to learn about your users and how they interact with your product is to observe them in their own environment. Watch how they accomplish tasks, the order they do things, what frustrates them, and what makes the task easier and/or more enjoyable for your subject. The data can be collated to inform the usability of your product, improving intuitive design, and what resonates with users.

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Competitive Analysis

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Reviewing products already in the market can be a great start to the planning process. Why are your competitors’ products successful and how well do they behave for users. Learn from their successes, and even better build on where they may not be performing the best and find your niche in the market.

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Quantitative Research Methods

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Surveys and Questionnaires

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Surveys are useful for collecting feedback or understanding attitudes. You can use the learnings from your survey of a subset of users to draw conclusions about a larger population of users.

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There are two types of survey questions:
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Closed questions are designed to capture quantitative information. Instead of asking users to write out answers, these questions often use multi-choice answers.

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Open questions are designed to capture qualitative information such as motivations and context.  Typically, these questions require users to write out an answer in a text field.

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2. Product building phase 🧱

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Once you've completed your product planning research, you’re ready to begin the build phase for your product. User research studies undertaken during the build phase enable you to validate the UX team’s deliverables before investing in the technical development.

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Qualitative Research Methods

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Focus groups

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Generally involve 5-10 participants and include demographically similar individuals. The study is set up so that members of the group can interact with one another and can be carried out in person or remotely.
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Besides learning about the participants’ impressions and perceptions of your product, focus group findings also include what users believe to be a product’s most important features, problems they might encounter while using the product, as well as their experiences with other products, both good and bad.

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Quantitative Research Methods

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Card sorting gives insight into how users think. Tools like card sorting reveal where your users expect to find certain information or complete specific tasks. This is especially useful for products with complex or multiple navigations and contributes to the creation of an intuitive information architecture and user experience.

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Tree testing gives insight into where users expect to find things and where they’re getting lost within your product. Tools like tree testing help you test your information architecture.
Card sorting and tree testing are often used together. Depending on the purpose of your research and where you are at with your product, they can provide a fully rounded view of your information architecture.

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3. Product introduction phase 📦

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You’ve launched your product, wahoo! And you’re ready for your first real life, real time users. Now it’s time to optimize your product experience. To do this, you’ll need to understand how your new users actually use your product.

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Qualitative Research Methods

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Usability testing involves testing a product with users. Typically it involves observing users as they try to follow and complete a series of tasks. As a result you can evaluate if the design is intuitive and if there are any usability problems.

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User Interviews - A user interview is designed to get a deeper understanding of a particular topic. Unlike a usability test, where you’re more likely to be focused on how people use your product, a user interview is a guided conversation aimed at better understanding your users. This means you’ll be capturing details like their background, pain points, goals and motivations.

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Quantitative Research Methods

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A/B Testing is a way to compare two versions of a design in order to work out which is more effective. It’s typically used to test two versions of the same webpage, for example, using a different headline, image or call to action to see which one converts more effectively. This method offers a way to validate smaller design choices where you might not have the data to make an informed decision, like the color of a button or the layout of a particular image.

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Flick-click testing shows you where people click first when trying to complete a task on a website. In most cases, first-click testing is performed on a very simple wireframe of a website, but it can also be carried out on a live website using a tool like first-time clicking.

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4. Growth and maturity phase 🪴

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If you’ve reached the growth stage, fantastic news! You’ve built a great product that’s been embraced by your users. Next on your to-do list is growing your product by increasing your user base and then eventually reaching maturity and making a profit on your hard work.

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Growing your product involves building new or advanced features to satisfy specific customer segments. As you plan and build these enhancements, go through the same research and testing process you used to create the first release. The same holds true for enhancements as well as a new product build — user research ensures you’re building the right thing in the best way for your customers.

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Qualitative research methods

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User interviews will focus on how your product is working or if it’s missing any features, enriching your knowledge about your product and users.

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It allows you to test your current features, discover new possibilities for additional features and think about discarding  existing ones. If your customers aren’t using certain features, it might be time to stop supporting them to reduce costs and help you grow your profits during the maturity stage.

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Quantitative research methods

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Surveys and questionnaires can help gather information around which features will work best for your product, enhancing and improving the user experience. 

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A/B testing during growth and maturity occurs within your sales and onboarding processes. Making sure you have a smooth onboarding process increases your conversion rate and reduces wasted spend — improving your bottom line.

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Wrap up 🌮

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UX research testing throughout the lifecycle of your product helps you continuously evolve and develop a product that responds to what really matters - your users.

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Talking to, testing, and knowing your users will allow you to push your product in ways that make sense with the data to back up decisions. Go forth and create the product that meets your organizations needs by delivering the very best user experience for your users.

When Bear Liu was teaching himself design, he struggled remembering concepts since English wasn’t his first language. To help, he started doodling. By drawing pictures that related to what he was learning, he found he could not only remember them better, he could understand and communicate more effectively too. Ever since, he’s used the power of drawings and pictures to relay information in ways people can use.

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Bear gives examples of how visual communication can help design workplaces to relay information in a more memorable and usable way. It may only seem like a minor change, but the difference can be significant.

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Bear’s background 🎤

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Bear Liu is a Product Designer at Xero, an online accounting platform that’s used all over the world. He’s also a Design Mentor at Springboard and CareerFoundry, and an Apple Award-Winning podcast host at BearTalk.

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His background is in science education. As a self-taught designer, Bear has helped a raft of large and small businesses with digital products over the last 16 years. His clients come from diverse backgrounds and industries across the globe. Bear's professional passions also carry over into his hobbies. Outside of work he enjoys reading, drawing, and producing videos & podcasts on tech and design.

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Contact Details:

You can find Bear on LinkedIn, or listen to his podcast, BearTalk.

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Unleash your visual superpower as a communication pro 🦸🏻

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When it comes to addressing business challenges it is important to keep these three aspects in mind: 

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1. Understanding - break down complex problems and solutions so everyone can understand. 
2. Memory - retaining information in your mind is difficult even with note taking.
3. Communication- People relate to words differently, and the meaning of something can easily get lost in translation. This issue is more prevalent with remote work.

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Bear Liu strongly believes that visual communication helps people understand, remember and communicate information more effectively. Why?

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• It helps to focus. Pictures remove distractions and draw attention to where it’s desired.
• It’s a token. A picture is universal - a house or a smiley face means the same thing to people that speak different languages. 
• Most people are visual thinkers. Studies have found humans are hard-wired to process visual information faster. We are better at storing information in images, rather than numbers and letters.

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But what if I can’t draw? This is a common issue Bear finds when talking to people about this. It’s not about the quality of the drawing itself, it’s about what it means. By delivering a message through a picture, it becomes understandable. Many of Bear’s drawings only ever remain in draft form. Even simple doodles can have meanings that make concepts clear.

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In his design work at Xero, Bear has used drawing and sketches to great effect in a range of instances:

• The accessibility tree was a complex, abstract system, but by drawing it (on a literal tree), and adding a few notes alongside it, the terminology became much more understandable.
• Sketching how customers work made it easier to describe how Xero could help them. It was much more memorable than writing it out in paragraphs.
• Wrapping the year in product design. A written summary of a year’s work is long-winded. Instead, Bear drew a tree and pinned key words, quotes and achievements to communicate the highlights.
• UX terminology explanations can be difficult for those outside the industry to comprehend. Bear challenged himself to share 1 minute videos that accompanied simple drawings to help colleagues understand them, and had rave reviews.
• Sketching notes is a great alternative to writing notes at conferences or meetings. Presenters can draw to help audiences follow along, and people in the audience themselves can also sketch their own notes.

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Why it matters  🔥

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Bear has adapted visual thinking to his own product design process and has seen a noticeable improvement in communication as a result.

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People are busy - their brains are packed with all sorts of information, and they’re easily distracted by other things they have on their minds. By delivering information in a way that helps them to focus on it, remember and understand it, designers can achieve their ultimate goals.

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As Bear also notes, drawing is fun. It’s much more rewarding than using words, as well as much more effective.

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Bear used the example of his talk at UX New Zealand 2023 as a great place to use a drawing. Rather than follow along with his message by scribbling notes the whole way through, those in the audience could capture the biggest lessons easily in one simple drawing.

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• First, Bear drew one stick figure to represent himself as a speaker. He drew three speech bubbles, where audience members could write the most notable points he said.
  
• Then he drew another stick figure, which represented the audience member listening to him. They had three thought bubbles, which people could populate with their biggest takeaways from the speech.
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That one simple drawing is a template that can be used in any speech or meeting to remember the key points.

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UI and UX are two terms that are often used interchangeably and confused for one another, but what do they actually mean? And is there a crossover between them?

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These two terms have only grown in use in recent years, thanks largely to the exploding technology sector. This is great news. For organizations, effectively harnessing UX and UI enables them to build products and services that people will actually want to use – and continue using. For users, they’ll have access to products designed for them. 

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What is UX? 🤳🎯

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User experience (UX as it’s commonly called) refers to the experience that a person has with a product or service. 

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We can determine whether a user experience is good or bad based on how easy (or difficult) it is for users to interact with the various elements of a product or service. Is the sign-up flow easy to use? Does the CTA button on the homepage encourage users to click? UX design exists to answer questions like these – and here’s how.

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At the core of UX design is user research, which you can use to understand customer pain points and actually build products designed for the people using them. Typically, user research involves the use of a number of different research methods designed to answer specific questions. Card sorting, for example, can show you how people think the information on your website should be arranged.

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Designer and information architect Peter Morville came up with the user experience honeycomb, which demonstrates the various components of UX design.

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Don Norman of Nielsen Norman Group defines UX as “[encompassing] all aspects of the end-users interaction with the company, its services, and its products”.

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If this seems broad, that’s because it is. UX actually extends beyond just the digital products of an organization and can be used for areas like retail, customer service and more. In fact, there’s actually a growing movement to replace UX with customer experience (CX), as a way of encompassing all of these disparate elements.

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What is UI? 🪄📲

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User interface (UI), in the most stripped-back definition, is the interface by which a user and a computer system communicate with one another. This includes the touchscreen on your smartphone, the screen on your laptop, your mouse and keyboard and countless other mechanisms.

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With this in mind, user interface design is focused on the elements that users will see on these interfaces, such as buttons, text and images. UI design is all about layout, look and feel. The objective of UI design is to visually guide users through an interface so they can complete their task. In a nutshell, you don’t want a user to think too hard about what they’re doing.

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UI has its origins in the 1980s, when Xerox developed the very first graphical user interface (GUI). Instead of needing to interact with a computer through a programming language, people could now use icons, menus and buttons. The rest, as they say, is history. Apple came along with the Macintosh computer in 1984 (bringing with it the first point and click mouse), and now we’re all carrying smartphones with touch screens that even a baby can operate.

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Like UX, UI has grown significantly – going far beyond what you’ll see on a computer screen. Those involved in the field of UI design today will work as much on the interfaces of computer programs and apps as they will on the user interfaces of cars, wearable devices and technologies in the home. If current trends continue, UI design is likely to become an even bigger field in the years ahead.

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What’s the difference between UX and UI? 👀

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UX and UI are both essential components of a product or service. You can’t have one without the other, and, as we’ve explored, neglecting one could have serious consequences for your product’s success.

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The difference between UX and UI is that UX is focused on the experience of using something and UI is focused on the look and feel of the interface. 

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“User Experience (UX) and User Interface (UI) are some of the most confused and misused terms in our field. A UI without UX is like a painter slapping paint onto a canvas without thought; while UX without UI is like the frame of a sculpture with no paper mache on it. A great product experience starts with UX followed by UI. Both are essential for the product’s success”. - Rahul Varshney, co-creator of Foster.fm

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The difference between UX and UI is that UX is focused on the experience of using something and UI is focused on the look and feel of the interface. 

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Or, if you’d prefer a statement from venerable Nielsen Norman Group: “It’s important to distinguish the total user experience from the UI, even though the UI is obviously an extremely important part of the design. As an example, consider a website with movie reviews. Even if the UI for finding a film is perfect, the UX will be poor for a user who wants information about a small independent release if the underlying database only contains movies from the major studios”.

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With this in mind, let’s now take a look at the people behind UX and UI. What do the roles look like in these fields? And, more importantly, what do they involve?

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UX and UI jobs guide 📱🧑🏻💻

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• Visual designer: This role works with other design roles in the organization (brand, marketing, etc) to ensure designs match brand guidelines. Visual designers also work with UX designers to verify that designs meet accessibility and usability requirements.
• UX strategist: At the core, a UX strategist should act as a champion of good UX. That is to say, work to ensure the principles of usability and human-centered design are well understood and utilized. They should also assume some of the responsibility of product-market fit, and work with product managers and the ‘business’ side of the organization to mesh business requirements with user requirements.
• UX designer: The most common UX profession, UX designers should have a strong understanding of the principles of UX design as well as some research ability. Essentially a jack of all trades, the UX designer will float between all stages of the UX lifecycle, helping out with usability tests, putting together prototypes and working with other areas of the organization.
• Service designer: The service designer looks at the entire end-to-end process and works with other designers, pulling them when required to liaise on visual designs and UI work. In a smaller organization, the responsibilities of this role will typically be absorbed by other roles, but eventually, there comes a time for the service designer. 

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Wrap up 🎬

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UX and UI as terms are only going to continue to grow, especially as technology and technology companies continue to proliferate across the globe. If you want to make sure that the user experience and user interfaces of your product or service are fit for the people using them, there’s no better place to start than with user research using powerful tools.