User research as part of insight-led design. It’s how you know what makes them tick.
Even with an intimate understanding of your business, industry and the audience you seek to target, truly standing in the shoes of your users can still be a challenge. So how do you make sure you have the necessary understanding of who you are building for, and what they need?
The answer lies in user research.
As part of our insight-led design process, we define both the information that’s required, and the best way to capture it. With a range of direct and indirect techniques at our disposal, we’ll select the ideal combination of research methods to give you the objective answers you need to make sound design decisions upfront.
When it comes to getting to know your users, spending time with them is essential. That’s why we use one-to-one interviews and group workshops to uncover the content, features and functionality that will serve, satisfy and delight.
As well as finding out what users think, though, this approach also reveals how they behave - highlighting the subtle motivational triggers and persuasive ‘nudges’ that may otherwise have gone unnoticed. By really getting under their skin, you’ll be able to speak to your users at a much deeper, more personal level - delivering greater value for them while improving performance for you.
While talking to your users is an unbeatable way to gather rich, relevant feedback, for a truly holistic picture you also need to combine it with the facts and figures that matter.
We use analytics reviews and surveys to fill in any gaps in existing knowledge, and confirm assumptions about user segments, motivations, expectations, context of use, preferred devices, and more. Enabling a large volume of data to be gathered quickly, easily and cost-effectively, these indirect approaches also illustrate behavioural patterns and trends that may have been missed with a smaller data sample - so you can be sure your digital strategy addresses any potential challenges, along with valuable opportunities ripe for the taking.
Your are not your users. But with user research, it won’t feel that way.
How well do you really understand your users? It may sound like an obvious question, but achieving a meaningful picture of who interacts with your digital services requires a rigorous, holistic approach - one you can’t afford to skip if you want to attract, retain and grow your user base, particularly in the face of digital disruption as well as a more demanding and fickle audience. Our webinar “From insight to action: building an understanding of your customers to drive results” will help you get to grips with this process - so if you're interested in learning more, download the slides today.