The start line in any UX project: research

As a UX designer, my job is to find solutions. If there is a problem and a set of limitations I need to figure out how to make it work. In this post I will comment on the first steps when approaching a complex UX project: research.

The house by the roof

Whenever we are on the starting line before a long-term project, we tend to think about the final result. In how the UI will be like, the cool animations that the tool will have, all the new functionalities that we will introduce, etc. And that is, in my opinion, a mistake. At the starting line you don’t think about the finish line. You think about the first step. And then in the second. And so on until the finish line is crossed.

The key to any UX project is the users. After all, the people who are going to interact with the tool. It is on them that you have to pay all your attention from the first moment. They are the ones who are going to tell you with words or actions (if you pay attention) the way they use the app, what functionality is important and which is dispensable. How to improve some aspect, enlarge or reduce it.

True human-centered design is about understanding the people, their problem, the larger system, and using an iterative approach.

We could divide the research into 3 parts:

Understand:

Before you get started with any project, you need to understand the user problem and business goal.

What problems is user facing? Once you can identify the problems and obstacles, then you can start to work towards the solution.

Understanding the brand and how the project you are working on alight with the brand mission and goals. You need to determine and find alignment between user and brand interests. This will help you understand and choose the right direction. Learning about the industry and knowing the competition.

Identify the potential market and estimate its growth. Great sources to find relevant information are industry reports, white papers published by the industry leaders or government and think tank publications.

“If you have 3 hours to chop down a tree, spend the first 3 hours sharpening your axe”

Understand: WHAT’S THEIR PROBLEM?

• User interview
• Questionnaires
• Market research
• Competitor analysis
• Stakeholder interview

Empathize:

Empathy is at the heart of design. Without an understanding of what others see, feel, and experience, the design is a pointless task. Also, identify the user persona — The people who need or want the product, who would pay for it and spread the word about it.

• Personas
• User stories
• User scenarios
• Storyboard
• Empathy map
• Customer Journey map

Define:

We have to create the strategy behind the project. We need to set goals, a project scope and collect all information that will be necessary during the project. Also, before we jump in and design the interface, we have to plot out and design the user’s journeys. We also determine the way the users will interact with the product. The goal of the Plan phase is to lay solid foundations for the project.

In short: the more time we invest to know our users, what they need and what they expect from our project, the better. The key is to solve problems. And there is no better way to solve a problem than to understand why it happens and how to solve it right now and in the future.

Although you always have to be alert because everything changes. Even more so in a technology sector.