UX & Usability Research

What UX Research Does

UX research makes sure products and services are designed for real people – not just the people who build them. It:

• Identifies user needs, goals, and behaviours.
• Finds common patterns across audiences.
• Validates that designs meet expectations.
• Guides future product development.

Without it, we risk designing for ourselves – not our users.

UX vs. UI

These two terms are often confused, but they play very different roles:

• UX (User Experience): how a product feels – the logic, flow, and intuitiveness of the journey.
• UI (User Interface): how a product looks – layouts, screens, and visual hierarchy that bring the UX vision to life.

Both are essential, and both need research.

The UX Research Process

UX research typically involves two continuous streams of activity:

Data Gathering

• Stakeholder interviews, user surveys, and observational studies.
• Reviewing existing analytics to spot current pain points.

Data Synthesis

• Usability and A/B testing during design.
• Card sorts and tree tests to refine navigation.
• Iterative feedback loops to sharpen the user journey.

This cycle repeats until the product just feels right.

Research Toolkit

Depending on the design challenge, methods may include:

• Exploratory interviews – uncover needs and motivations.
• Quantitative surveys – measure preferences at scale.
• Usability tests – observe task completion and barriers.
• Card sorts / tree tests – optimise information architecture.
• A/B testing – compare design options with usage analytics.

Guiding Principles

All successful UX research rests on three pillars:

• Observation – watch how people interact without bias.
• Understanding – grasp the “mental models” users apply.
• Analysis – distil findings into clear direction for design teams.

Why It Matters

Done well, UX research ensures that every site, system, or app feels intuitive, logical, and enjoyable to use – boosting adoption, loyalty, and advocacy.

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