UX Research: Its Importance For a Successful Digital Product.
Tags: design, ux
Published: 2023-11-08 05:59:14

INTRODUCTION
User Experience (UX) is the overall usability and functionality of a product. It is how a user feels when they see, use, and interact with a product. In as much as it is important to make an aesthetically pleasing product, making exceptional User Research is also paramount for a complete and well-defined product.
While User Interface (UI) is the visual elements that a user sees and interacts with, the User Interface (UI) and the User Experience (UX) have equal roles to play in the success of a good product. 
A User Experience (UX) is good if the product is:
•	Usable: This means that the product is easy to use and works well for the people who are using it. When the product is usable, users do not find it difficult to use it, Users can interact with it comfortably and get things done without feeling frustrated or confused.

•	Equitable: This means that the product meets the needs of not just one but all the users that might interact with it.

 
•	Enjoyable: A product that is enjoyable means that it is pleasant, satisfying, or capable of providing enjoyment or pleasure. When something is described as enjoyable, it means that it brings a sense of happiness, satisfaction, or positive experience to the person engaging with it.

•	Useful: When a product is useful, It means that it has the ability to be used effectively for the particular purpose it is made for. A useful product serves a purpose, fulfills a need, or contributes positively to getting a task/ job.
 
Skills Needed In User Research
In conducting user research, we should be well aware that the users are as important as the product intended, and so for this reason if not 100% of the time, but most of the time, we put the users first. There are skills that are needed and these skills come into play when creating user-centered products. These skills include:
Empathy: Empathy is the ability to understand other people’s feelings. It is the ability to see things from other people's points of view and perspective. It involves stepping into someone else’s shoes and connecting with their emotions and thoughts. The Key aspects of empathy include:
•	Listening: This involves paying careful attention to what a customer has to say. It's not just hearing words but also paying attention to tone, body language, and the emotions behind what is being said.
•	Understanding: Empathy involves actively seeking to understand another person's thoughts, feelings, and experiences. It's about being curious and open to their point of view.
•	Putting yourself in people’s shoes: Trying to imagine how you would feel or react if you were in that person’s shoes at that time is also key when you are trying to be empathic.
•	Acknowledgement/Validation: Acknowledging people’s perfective even when you do not necessarily agree with them is also a key aspect of empathy.
•	Emotional Intelligence: This involves experiencing a degree of emotion that the other person is feeling. This helps to create a deeper connection.
Empathy is crucial when conducting User Research because understanding users' needs, desires, and challenges is essential for creating products and experiences that genuinely resonate with them. 
Critical Thinking: When conducting User Research for a particular product, it is necessary to have critical thinking skills. This skill helps you to analyze complex data, identify trends, and draw meaningful conclusions. Critical thinking is essential for making informed design choices based on research insights. The key aspects of Critical thinking include;
•	Analysis: This involves breaking down complex data, ideas, and information into related and more explainable parts in order to understand their structure. This involves identifying and understanding patterns, assumptions, systems, and concepts.
•	Problem Solving: This involves identifying challenges, defining problems clearly, and generating suitable solutions. Critical thinkers approach problems carefully, by considering various options and their potential results.
•	Creativity: This helps you to think outside the box at all times and come up with new and innovative ideas. Creativity helps you approach things differently and in a more systemic way.
•	Observation: A critical thinker is very observant and being very observant helps to take key information into details.

Example
Niyi was asked to conduct research on why people do not invest. This research is needed for a digital product whose main aim is for savings and investment. Niyi, while conducting this research observed amongst young adults, that they prefer to save than to invest, so Niyi decided to delve deeper into why saving is more preferred than investment.

From the example above, you can see that Niyi’s observation would take the research to a much deeper level. Revealing important ideas that would have been left out of the project

 

Interviewing: In Conducting user research, one of the most important considerations is the interview. When conducting an interview for research purposes, proficiency in asking quality open-ended questions. Interviewing is a fundamental skill in UX research that involves engaging with users to gather qualitative data, insights, and feedback. In preparation for conducting UX research interviews, it's essential to:
•	Define your interview goals and research questions.
•	Specify the target user group.
•	Create a structured interview script with open-ended questions.
•	Choose the interview method and schedule accordingly.
•	Gather any necessary tools or equipment, like recording devices or note-taking materials.
 

CONCLUSION
In conclusion, conducting successful UX research is a multifaceted process that begins with thorough planning and preparation. By setting clear goals, defining the target audience, and creating a structured interview script, researchers can lay a strong foundation for their work. The interviewing phase demands active listening, empathy, and adaptability to truly understand users' perspectives and uncover valuable insights.
Building rapport with participants and maintaining a neutral, unbiased tone throughout the interviews create a comfortable and open environment, where users can freely share their thoughts and experiences. Additionally, respecting privacy and adhering to ethical guidelines are essential for maintaining the integrity of the research process.
After the interviews, diligent recording and note-taking, followed by meticulous data analysis, enable the identification of key themes and patterns. Documenting findings, complete with participant quotes, forms the basis for presenting compelling insights to project teams and stakeholders, informing design decisions that prioritize user needs.
In the realm of UX research, these skills and best practices serve as a compass guiding researchers toward creating user-centric products and experiences. As a dynamic field, UX research continues to evolve, offering endless opportunities for those who embrace its principles and continually seek to enhance their understanding of the user's perspective. By mastering the art of UX research, we can build a more inclusive, empathetic, and user-driven digital landscape that benefits us all.