User experience is everything. Identify and solve the right problems by understanding your users.
What is user research?
The goal of user research is to identify and solve the right problems. User research benefits every stage of product design and is a critical step in the UX design process.
UX research helps designers and stakeholders understand users' pain points, motivations, needs, and behaviors. The goal is to stay close to users, identify valuable opportunities, and solve problems for current or future products.
UX research provides vital insights for product teams to make informed decisions and build user-centered products. Without it, teams rely on assumptions, risking unwanted features, poor design, and a lack of product-market fit.
Effective user research, like UX design, offers high returns on investment. Testing with users before development saves costs and leads to more useful products. Skipping this step is too costly for companies.
Design Thinking Process
Understand your users, challenge assumptions, and test before launching your product.
Conduct research to empathize and understand your users and their problems.
Compile research and insights to define where the problems exist.
Brainstorm and generate ideas. Highlight areas ripe for disruption.
Implement the product and conduct testing with your users for feedback
Launch the product. Repeat step one for the next release.
Build real representations of your ideas.
32% of customers would leave a brand they loved after just one bad experience.
PwC - Future of Customer Survey 2017/18
Build the right thing
Product building is an iterative cycle of listening, learning, changing, and making improvements through understanding user needs and customer feedback.
For years, the most successful companies have known that the user experience directly impacts their bottom line. Their success isn't by chance; they continuously take their product “out of the box” and test it with actual users. They’re aligning solving user pain points with business goals to achieve a positive user experience that meets their goals.
Build it the right way
Are users satisfied with your product? Can they use it as intended? Where are they getting stuck?
Online competition is tough—users can switch to a competitor instantly.
User research ensures engagement and satisfaction. It helps adjust your product early and effectively.
At Ventive, we ensure your product solves users' problems and meets their needs.
Why Your App Needs a Great User Experience
Mobile devices are becoming increasingly important to users, and organizations must deliver a reliable, consistent user experience to remain competitive.
of users stopped using an app due to poor performance
of users would spend more money with a business with a good mobile app
of users expect app performance to increase over time.
User Research & Design Impact
Your client wants a feature. But why? Do your users actually need it? These are questions you should be asking yourself and your stakeholders at every step of the design process.
You and your team are not even close to a representation of the user base you are hoping to cultivate for your product to be successful. You and your team may use the product and have valid insights, but relying on your insights when you are so close to your product cannot give you the full picture.
We take great risks in the development and launch of our site/product/feature if we first don't test with our current or potential users. You really have no idea until launch how your users will interact with or feel about the designs.
Researching early and often reduces the chances of needing to redesign, redevelop or relaunch a product which could be disastrous to the budget. It lowers assumptions by showing you exactly what your users think, feel, and how they interact with your product from the beginning.
The most successful companies are not overlooking UX research or design. The reason being is you’re not selling to computers, you are selling to humans and UX design is just that— designing for humans while they interact with your product, site, or feature.
By humanizing the data collected through testing, you can understand user behaviors, motivations, goals, and expectations to make better, data-informed decisions. Problems users encounter during an interaction with your product can be turned into actionable insights.
Avoid cognitive biases with UX research
Another reason for performing user research is to eliminate biases, which typically cause user-hostile design. This kind of cognitive bias occurs unintentionally, and removing them allows you to improve the quality of data you can gain through user testing.
Speak to users early and consistently to understand their mental models, remove preconceived ideas from the process, and improve your product.
Incorporate users’ real feedback into your UX/UI designs
There are many ways to conduct user research, and when it comes to your users, you may wonder which method will give you the best information.
Each type of research uncovers very different insights. To get a full picture of the user experience, you need to understand what's happening as the user makes decisions and why. Use the different types of research in tandem for the best results.
At Ventive, usability testing and user interviews are two of the top methods we use to gain in-depth insights into user behaviors with a human-centric and empathetic perspective.
Usability testing
If you had to choose only one research method, make it usability testing. Usability testing helps designers, researchers, product owners, and marketing teams uncover, understand, and predict how real people will use their products and services. When it comes to testing design ideas, usability testing early in the process allows you to test anything from a basic wireframe to fully fleshed-out prototypes.
User interviews
Interviews are a great way to stay within budget while still getting valuable insights into the user’s attitudinal behavior.
Users are human and often have complex emotions and experiences. By having discussions, interviewers can observe body language and verbal cues while asking open-ended questions. Use follow-up questions in interviews to discover insights you might have otherwise missed.
Open-ended questions look like:
Together, we can design a solution that can make the difference
Working with our award-winning team is the shortcut to reaching your product goals.
Our process
At Ventive, we work in an Agile environment, which doesn't always fit standardized UX testing. We focus on current problems and choose methods that bring the most value within budget and timeline constraints.
Close collaboration between stakeholders, product owners, developers, and support teams is key.
Expanding user experience research across your business helps meet user needs and ensures they return.
Trust from visionaries like you is how we’ve been honored as one of the nation’s fastest growing companies, five years and counting!
Understand your users, challenge assumptions, and test before launching your product.
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