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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”.
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.
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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
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
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