The smooth integration of user interface (UI) and user experience (UX) is crucial for digital product success, with user research playing a central role. While it's invaluable, designers must understand when extensive user research is necessary and when it's not practical. Let's formulate its strategic role, explore scenarios where it may not be needed, and stress the importance of knowing when to apply user research methods.
The strategic role of user research
User research forms the foundation of user-centred design, offering designers insights into the needs, behaviours, and preferences of the target audience. By understanding user motivations and pain points, designers create intuitive digital experiences beneficial for both businesses and users. Various research methods, such as interviews, surveys, usability testing etc., provide designers with essential data, informing design decisions and ensuring the end product resonates with its intended users.
When user research is not necessary
- Minor changes to existing designs may not warrant extensive research, especially if the changes are based on previous research or well-established design principles.
- In fast-paced projects with limited resources, conducting extensive user research for every small design decision may not be feasible. In such cases, designers may need to rely on their expertise and existing knowledge to make informed decisions.
- Additional research for similar tasks may prove unnecessary if the target user base and behavioural patterns are well-defined from previous projects.
Additionally, designers in roles without the authority to influence design culture, often known as 'pixel pushers,' may struggle to explain to stakeholders why user research is important. Consequently, the product team might convince themselves that design research isn't necessary at the moment. However, this decision could eventually lead to significant costs for the company, which is typically the case.
What research method to apply and when
The effectiveness of a designer isn't measured by knowing every user research method, but by understanding when and how to apply them strategically. Designers should plan user research thoughtfully, considering each project's needs and its potential impact on design outcomes. Among the most popular qualitative methods are interviews, surveys, and usability testing, which are often sufficient for success in many cases. While methods like field studies, card sorting, or diaries may be less common, the choice of research methods depends on the specific goals, constraints, and context of each project, as well as the resources available to the company.
In small companies and startups, user research is typically the responsibility of the designer, although having a dedicated user researcher can be beneficial, and you're lucky if you have a dedicated researcher.
Leveraging existing knowledge and expertise
In addition to knowing when to conduct user research, designers should recognize the value of leveraging their existing knowledge and expertise. Years of experience, coupled with a deep understanding of design principles and best practices, enable designers to make informed decisions without always relying on extensive user research. This balance between leveraging existing knowledge and knowing when to conduct user research is a hallmark of experienced designers.
Expanding the role of user research
While we've explored scenarios where extensive user research might not be needed, it's crucial to stress that some form of user validation or feedback should still be integrated into the design process. This could include leveraging existing data, conducting lightweight usability tests, or seeking quick feedback from the target audience or similar demographics.
Personally, I'm not a fan of hallway testing within the company because colleagues often have too much knowledge about the product and can be biased. In such cases, it's better to seek feedback outside the company, such as in a nearby coffee shop, another company's office in the business centre, or even on the streets.
The aim isn't to downplay the importance of understanding users but rather to be pragmatic about when and how to gather insights based on the specific needs of each project.
Photo by David Travis on Unsplash