UX research methods for each product phase

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!

In the last few years, the influence of AI has steadily been expanding into various aspects of design. In early 2023, that expansion exploded. AI tools and features are now everywhere, and there are two ways designers commonly react to it:

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• With enthusiasm for how they can use it to make their jobs easier
• With skepticism over how reliable it is, or even fear that it could replace their jobs

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Google UX researcher Clara Kliman-Silver is at the forefront of researching and understanding the potential impact of AI on design into the future. This is a hot topic that’s on the radar of many designers as they grapple with what the new normal is, and how it will change things in the coming years.

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Clara’s background 

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Clara Kliman-Silver spends her time studying design teams and systems, UX tools and designer-developer collaboration. She’s a specialist in participatory design and uses generative methods to investigate workflows, understand designer-developer experiences, and imagine ways to create UIs. In this work, Clara looks at how technology can be leveraged to help people make things, and do it more efficiently than they currently are.

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In today’s context, that puts generative AI and machine learning right in her line of sight. The way this technology has boomed in recent times has many people scrambling to catch up - to identify the biggest opportunities and to understand the risks that come with it. Clara is a leader in assessing the implications of AI. She analyzes both the technology itself and the way people feel about it to forecast what it will mean into the future.

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Contact Details:

You can find Clara in LinkedIn or on Twitter @cklimansilver

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What role should artificial intelligence play in UX design process? 🤔

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Clara’s expertise in understanding the role of AI in design comes from significant research and analysis of how the technology is being used currently and how industry experts feel about it. AI is everywhere in today’s world, from home devices to tech platforms and specific tools for various industries. In many cases, AI automation is used for productivity, where it can speed up processes with subtle, easy to use applications.

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As mentioned above, the transformational capabilities of AI are met with equal parts of enthusiasm and skepticism. The way people use AI, and how they feel about it is important, because users need to be comfortable implementing the technology in order for it to make a difference. The question of what value AI brings to the design process is ongoing. On one hand, AI can help increase efficiency for systems and processes. On the other hand, it can exacerbate problems if the user's intentions are misunderstood.

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Access for all 🦾

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There’s no doubt that AI tools enable novices to perform tasks that, in years gone by, required a high level of expertise. For example, film editing was previously a manual task, where people would literally cut rolls of film and splice them together on a reel. It was something only a trained editor could do. Now, anyone with a smartphone has access to iMovie or a similar app, and they can edit film in seconds.

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For film experts, digital technology allows them to speed up tedious tasks and focus on more sophisticated aspects of their work. Clara hypothesizes that AI is particularly valuable when it automates mundane tasks. AI enables more individuals to leverage digital technologies without requiring specialist training. Thus, AI has shifted the landscape of what it means to be an “expert” in a field. Expertise is about more than being able to simply do something - it includes having the knowledge and experience to do it for an informed reason. 

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Research and testing 🔬

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Clara performs a lot of concept testing, which involves recognizing the perceived value of an approach or method. Concept testing helps in scenarios where a solution may not address a problem or where the real problem is difficult to identify. In a recent survey, Clara describes two predominant benefits designers experienced from AI:

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1. Efficiency. Not only does AI expedite the problem solving process, it can also help efficiently identify problems. 
2. Innovation. Generative AI can innovate on its own, developing ideas that designers themselves may not have thought of.

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The design partnership 🤝🏽

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Overall, Clara says UX designers tend to see AI as a creative partner. However, most users don’t yet trust AI enough to give it complete agency over the work it’s used for. The level of trust designers have exists on a continuum, where it depends on the nature of the work and the context of what they’re aiming to accomplish. Other factors such as where the tech comes from, who curated it and who’s training the model also influences trust. For now, AI is largely seen as a valued tool, and there is cautious optimism and tentative acceptance for its application. 

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Why it matters 💡

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AI presents as potentially one of the biggest game-changers to how people work in our generation. Although AI has widespread applications across sectors and systems, there are still many questions about it. In the design world, systems like DALL-E allow people to create AI-generated imagery, and auto layout in various tools allows designers to iterate more quickly and efficiently.

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Like many other industries, designers are wondering where AI might go in the future and what it might look like. The answer to these questions has very real implications for the future of design jobs and whether they will exist. In practice, Clara describes the current mood towards AI as existing on a continuum between adherence and innovation:

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• Adherence is about how AI helps designers follow best practice
• Innovation is at the other end of the spectrum, and involves using AI to figure out what’s possible

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The current environment is extremely subjective, and there’s no agreed best practice. This makes it difficult to recommend a certain approach to adopting AI and creating permanent systems around it. Both the technology and the sentiment around it will evolve through time, and it’s something designers, like all people, will need to maintain good awareness of.

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In today's fast-paced product development landscape, the ability to quickly gather and act on user insights is more critical than ever. While dedicated UX researchers play a crucial role, there's a growing trend towards democratizing UX research – empowering team members across various functions to contribute to and benefit from user insights. Let's explore how this approach can transform your organization's approach to user-centered design.

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Benefits of a democratized UXR approach 🙌

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Democratizing UX research is a transformative approach that empowers organizations to unlock the full potential of user insights. By breaking down traditional barriers and involving a broader range of team members in the research process, companies can foster a culture of user-centricity, accelerate decision-making, and drive innovation. This inclusive strategy not only enhances the depth and breadth of user understanding but also aligns diverse perspectives to create more impactful, user-friendly products and services. Here are a few of the benefits of this movement:

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Increased research velocity 🏎️

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By enabling more team members to conduct basic research, organizations can gather insights more frequently and rapidly. This means that instead of waiting for dedicated UX researchers to be available, product managers, designers, or marketers can quickly run simple surveys or usability tests. For example, a product manager could use a user-friendly tool to get quick feedback on a new feature idea, allowing the team to iterate faster. This increased velocity helps organizations stay agile and responsive to user needs in a fast-paced market.

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Broader perspective 👁️

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Cross-functional participation brings diverse viewpoints to research, potentially uncovering insights that might be missed by specialized researchers alone. A developer might ask questions from a technical feasibility standpoint, while a marketer might focus on brand perception. This diversity in approach can lead to richer, more comprehensive insights. For instance, during a user interview, a sales team member might pick up on specific pain points related to competitor products that a UX researcher might not have thought to explore.

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Enhanced user-centricity 🔥

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When more team members engage directly with users, it fosters a culture of user-centricity across the organization. This direct exposure to user feedback and behaviors helps all team members develop empathy for the user. As a result, user needs and preferences become a central consideration in all decision-making processes, not just in UX design. For example, seeing users struggle with a feature firsthand might motivate a developer to champion user-friendly improvements in future sprints.

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Improved research adoption 🚀

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Team members who participate in research are more likely to understand and act on the insights generated. When people are involved in gathering data, they have a deeper understanding of the context and nuances of the findings. This personal investment leads to greater buy-in and increases the likelihood that research insights will be applied in practical ways. For instance, a product manager who conducts user interviews is more likely to prioritize features based on actual user needs rather than assumptions.

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Resource optimization ⚙️

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Democratization allows dedicated researchers to focus on more complex, high-value research initiatives. By offloading simpler research tasks to other team members, professional UX researchers can dedicate their expertise to more challenging projects, such as longitudinal studies, complex usability evaluations, or strategic research initiatives. This optimization ensures that specialized skills are applied where they can have the most significant impact.

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Our survey revealed that organizations with a more democratized approach to UXR tend to have higher levels of research maturity and integration into product development processes. This correlation suggests that democratization not only increases the quantity of research conducted but also enhances its quality and impact. Organizations that empower cross-functional teams to participate in UXR often develop more sophisticated research practices over time.

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For example, these organizations might:

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• Have better-defined research processes and guidelines
• Integrate user insights more consistently into decision-making at all levels
• Develop more advanced metrics for measuring the impact of UXR
• Foster a culture where challenging assumptions with user data is the norm
• Create more opportunities for collaboration between different departments around user insights

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By democratizing UXR, organizations can create a virtuous cycle where increased participation leads to better research practices, which in turn drives more value from UXR activities. This approach helps to embed user-centricity deeply into the organizational culture, leading to better products and services that truly meet user needs.

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Strategies for upskilling people who do research (PWDRs) 🎯

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To successfully democratize UXR, it's crucial to provide proper training and support:

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1. UXR basics workshops 🧰

Offer regular training sessions on fundamental research methods and best practices. These workshops should cover a range of topics, including:

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• Introduction to user research methodologies (e.g., interviews, surveys, usability testing)
• Basics of research design and planning
• Participant recruitment strategies
• Data analysis techniques
• Ethical considerations in user research

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For example, a monthly "UXR 101" workshop could be organized, where different aspects of UX research are covered in depth. These sessions could be led by experienced researchers and include practical exercises to reinforce learning.

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Check out our 101 Guides

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2. Mentorship programs 🎓

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Pair non-researchers with experienced UX researchers for guidance and support. This one-on-one relationship allows for personalized learning and hands-on guidance. 

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Mentors can:

• Provide feedback on research plans
• Offer advice on challenging research scenarios
• Share best practices and personal experiences
• Help mentees navigate the complexities of user research in their specific organizational context

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A formal mentorship program could be established with clear goals, regular check-ins, and a defined duration (e.g., 6 months), after which mentees could become mentors themselves, scaling the program.

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3. Research playbooks 📖

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Develop standardized templates and guidelines for common research activities. These playbooks serve as go-to resources for non-researchers, ensuring consistency and quality across studies. 

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They might include:

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• Step-by-step guides for different research methods
• Templates for research plans, screeners, and report structures
• Best practices for participant interaction
• Guidelines for data privacy and ethical considerations
• Tips for presenting and socializing research findings

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For instance, a "Usability Testing Playbook" could walk a product manager through the entire process of planning, conducting, and reporting on a usability test.

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Check out Optimal Playbooks

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4. Collaborative research 🧠

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Involve non-researchers in studies led by experienced UX professionals to provide hands-on learning opportunities.

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This approach allows non-researchers to:

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• Observe best practices in action
• Contribute to real research projects
• Understand the nuances and challenges of UX research
• Build confidence in their research skills under expert guidance

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For example, a designer could assist in a series of user interviews, gradually taking on more responsibility with each session under the researcher's supervision.

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5. Continuous learning resources 📚

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Provide access to online courses, webinars, and industry events to foster ongoing skill development. This could include:

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• Subscriptions to UX research platforms and tools
• Access to online course libraries (e.g., Coursera, LinkedIn Learning)
• Budget for attending UX conferences and workshops
• Internal knowledge sharing sessions where team members present on recent learnings or projects

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An internal UX research resource hub could be created, curating relevant articles, videos, and courses for easy access by team members.

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As one UX leader in our study noted, "It's been exciting to see [UXR] evolve as a discipline and see where it is today, and to see the various backgrounds and research specialisms that [user] researchers have today is not something I'd have expected."

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This quote highlights the dynamic nature of UX research and the diversity it now encompasses. The field has evolved to welcome practitioners from various backgrounds, each bringing unique perspectives and skills. This diversity enriches the discipline and makes it more adaptable to different organizational contexts.

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For example:

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• A former teacher might excel at educational research for EdTech products
• A psychologist could bring deep insights into user behavior and motivation
• A data scientist might introduce advanced analytical techniques to UX research

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By embracing this diversity and providing comprehensive support for skill development, organizations can create a rich ecosystem of UX research capabilities. This not only democratizes the practice but also elevates its overall quality and impact.

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The key to successful democratization lies in balancing accessibility with rigor. While making UX research more widely practiced, it's crucial to maintain high standards and ethical practices. The strategies outlined above help achieve this balance by providing structure, guidance, and ongoing support to those new to UX research, while leveraging the expertise of experienced researchers to ensure quality and depth in the organization's overall research efforts.

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Tools and platforms enabling broader participation 🛠️

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The democratization of UXR has been greatly facilitated by comprehensive, user-friendly research platforms like Optimal Workshop. Our all-in-one solution offers a suite of tools designed to empower both seasoned researchers and non-researchers alike:

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Surveys 📋

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Our intuitive survey creation tool allows anyone in your organization to quickly design and distribute surveys. With customizable templates and an easy-to-use interface, gathering user feedback has never been simpler.

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Tree Testing and Card Sorting ➤➤➤

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These powerful tools simplify the process of conducting information architecture and card sorting studies. Non-researchers can easily set up and run tests to validate navigation structures and content organization.

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Qualitative Insights 💥

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Our powerful qualitative analysis tool enables team members across your organization to efficiently analyze and synthesize user interview data. With its user-friendly interface, our Qualitative Insights tool makes deriving meaningful insights from qualitative research accessible to researchers and non-researchers alike.

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First-click Testing 👆🏻

This easy-to-use first-click testing tool empowers anyone in your team to quickly set up and run tests to evaluate the effectiveness of their designs. First-click Testing simplifies the process of gathering initial user impressions, allowing for rapid iteration and improvement of user interfaces.

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These tools, integrated into a single, user-friendly platform, make it possible for non-researchers to conduct basic studies and contribute to the overall research effort without extensive training. The intuitive design of the Optimal Workshop UXR and insights platform ensures that team members across different functions can easily engage in user research activities, from planning and execution to analysis and sharing of insights.

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By providing a comprehensive, accessible platform, Optimal Workshop plays a crucial role in democratizing UX research, enabling organizations to build a more user-centric culture and make data-driven decisions at all levels.

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Balancing democratization with expertise ⚖️

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While democratizing UXR offers numerous benefits, it's crucial to strike a balance with professional expertise. This balance involves establishing quality control measures, reserving complex research initiatives for trained professionals, maintaining strategic oversight by experienced researchers, providing clear guidelines on research ethics and data privacy, and leveraging dedicated researchers' expertise for insight synthesis. 

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Our survey revealed that organizations successfully balancing democratization with expertise tend to see the highest impact from their UXR efforts. The goal of democratization is not to replace dedicated researchers but to expand the organization's capacity for generating user insights. By empowering cross-functional teams to participate in UXR, companies can foster a more user-centric culture, increase the velocity of insight generation, and ultimately create products that better meet user needs. 

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As we look to the future, the trend towards democratization is likely to continue, and organizations that can effectively balance broad participation with professional expertise will be best positioned to thrive in an increasingly user-centric business landscape.

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Ready to democratize your UX research? Optimal Workshop's platform empowers your entire team to contribute to user insights while maintaining professional quality. Our intuitive tools accelerate research velocity and foster a user-centric culture. 

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Start your free trial today and transform your UXR practice. 

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