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 Defining User Experience Research

What is UX Research?

UX research, also known as “UXR” or simply “UR” for short, is the process of
understanding the impact of product design on an audience. In the UX Research
field, we refer to websites, applications and software solutions as “products”.

Why is UX Research important?

UX research plays a vital role in understanding the target market. It is crucial to the
success of any project or organisation’s goals. UXR helps build successful products
and services in line with user’s needs. User needs must be met through designing
human centred products and services ensuring they are built with empathy for the
users. In order to achieve a human centred design, we use UX research to discover
user needs.

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 T H E K E Y T O S U C C E S S TL
UX Research has become a defining characteristic of highly effective and
profitable organisations and start-ups.

Without knowing how users feel, think or what they say about our
product, it is impossible to design to meet their needs. This is where UX
research helps.

Every type of brand and business needs to know what is its users
want, need and expect. UX research gives the essential insights that
allow businesses to thrive and succeed where others fail. Top brands
such as Amazon Apple, Netflix and Google invest heavily in UX
research as they understand the value of user feedback and
behavioural insights.

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 HOW TO DISCOVER
THE UX PROBLEM
UXR offers many techniques and methods of gathering user research. One
common way to discover the problem(s) this called empathy mapping.

Who are our users?

What is their demographic, age, location, spending power etc

What do they see?

What do they see around them in their environment? What are the
alternative products and services? Who are the competitors?

What do they hear?

What are the users hearing? What is influencing them? What is being
said on social media?

How do they feel?

What are the user’s positive and negative feelings about our product? Do
they feel happy, frustrated or unimpressed with our products?

What do they do?

What are the user’s behaviours and trends? How often do they visit our
website or app? How do they access our website or app?

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 CASE STUDY
Pizza Hut to Pasta Hut
User research is the difference between organisational
success and failure

PIZZA HUT
In 2008 Pizza Hut decided to
spend £100 million on a
rebranding exercise. They
changed their brand name from
‘Pizza Hut’ to ‘Pasta Hut’. The
majority of their customers were
confused and displeased with
this change.

USER RESEARCH
Pizza Hut later announced that 81%
of British customers surveyed
wanted to go back to the old name.
Had Pizza Hut conducted User
Research, they would avoided
upsetting their customers and would
have saved £100 million in the
process.
Lack of user research can be very
costly

When customers are unable to use a product easily or successfully that

friction is called a “Pain point”
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 TYPES OF UX
RESEARCH DATA
TWO MAIN TYPES
To gain valuable insights into a
user experiences of a product or
service, we need to collect data
and statistics. There are two
main types of data we collect in
SHOP THIS LOOK
UX user research; Quantitative
data and Qualitative data:

QUANTITATIVE DATA
Quantitative data comprises of
information we collect from the users
in the form of numbers and
measurements. Quantitative data is
useful for determining statistics and
ultimately delivering reports to
stakeholders.

QUALITATIVE DATA
Qualitative data tells us how the users
may think, feel or behave in regards to
a product. It is a deep dive into the
user’s “why” i.e why they behave the
way they do. This helps us discover
user pain points. © 1UX1 Academy
 UX Research helps:

Understand user’s needs and helps builds empathy

Create useful and relevant design solutions
Improve customer satisfaction, sales and performance

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