Research as an UX discipline

It allows you to remain honest and connected to your user. It’s very easy to drift away towards our assumptions and confirm only what we already believe to be true. There’s even a name for it, confirmation bias, the tendency to interpret new evidence as confirmation of one’s existing beliefs or theories. In this phase of the UX process, we use Generative research, methodologies that help us generate insights.

You’re starting (or trying to) with a blank canvas, and your research will help paint a picture of who your users are.

Examples include large surveys, to understand what your user is doing and saying. Ultimately you will be gathering numerical data to assist you in your research

Examples include interviews or focus groups that seek to understand why something is so. This information seeks to capture the way people ‘feel’ about your product. It is much harder to quantify ‘enjoyment’ at using a product, but it is just as important to have this type of research.