Digital products are designed for use. Even simple, text-based websites are consumed by users with a task in mind. Mostly they want to find something specific. Sometimes they might want to get in touch with a real person to ask a specific question. Or apply for a job. ‘Just surfing around’, even ‘reading’ requires a user to navigate.
Modern digital design practice has user research at its core. By understanding the needs, motivations and behaviour of our users means that we can design and deliver the best experience to them. However, sometimes, those needs may be in conflict with organisation goals, product roadmaps, or as I indicated just now, perceived wisdom and stereotypes. It’s our business to challenge those falsehoods with insight and evidence from real people to place the user first in our priorities. Continue reading “Modern user research: What is it? How is it done? And why?”