Understanding your users remains the foundation of creating digital experiences that actually work. User research gives you the insights needed to build websites and applications that people want to use, while ensuring your business objectives are met.
The approach to UX research has evolved significantly over the last decade. Remote research tools are now mainstream, AI can help analyse user feedback at scale, and there's greater emphasis on continuous research rather than one-off studies.
Here's how to approach user research for your business.
Before diving into any research activities, define what you need to learn. Are you trying to understand how users navigate your current website? Do you need to validate a new feature concept? Are you exploring unmet user needs?
Clear objectives help you choose the right research methods and avoid collecting data that won't influence your decisions. Write down 3-5 specific questions you need answered, and use these to guide everything else.
Your research approach depends on what stage you're at and what resources you have available. Early in a project, you might focus on understanding user needs through interviews or surveys. Later, usability testing can reveal how well your solutions work in practice.
Common research methods include:
User interviews for understanding motivations and pain points
Usability testing to identify interface problems
Analytics analysis to understand current user behaviour
Surveys for gathering feedback from larger groups
Card sorting to understand how users categorise information
Journey mapping to visualise the complete user experience
The key is matching your methods to your questions, not the other way around.
Map out your research activities, considering both the time required and the resources you'll need. Remote research tools have made user research more accessible, but planning remains crucial.
Consider how you'll recruit participants, what tools you'll use for data collection, and how you'll analyse the results. Having a clear process helps you stay focused and ensures you don't miss important steps.
Time and budget realities matter. Some research methods require weeks to execute properly, while others can provide insights within days. Be realistic about what you can achieve within your project timeline.
Resource requirements vary significantly. Remote unmoderated testing might only require a few hours of your time, while in-depth user interviews demand more substantial involvement. Factor in time for analysis and reporting, which often takes longer than the research itself.
Whether you're creating interview questions, usability test tasks, or survey questions, preparation makes the difference between useful insights and wasted time.
Start with more questions than you need, then refine your list to focus on the most important areas. Test your materials with colleagues before using them with participants. Make sure your questions are clear and won't lead participants toward particular answers.
Keep your team and clients informed about your research plans and findings. Regular check-ins help ensure the research stays relevant to current business priorities and allows you to adjust your approach based on early findings.
Sharing insights as you discover them, rather than waiting for a final report, helps build momentum for implementing changes based on your research.
The best research in the world is worthless if it doesn't lead to improvements. Present your findings in a way that clearly connects to business decisions and design choices.
Focus on the most significant insights rather than documenting every detail. Prioritise findings that have the greatest potential impact on user experience and business outcomes.
The shift to remote research tools has made user research more accessible and cost-effective. You can now conduct usability tests with participants anywhere in the world, often at a fraction of the cost of in-person studies.
However, remote research isn't suitable for every situation. Some research questions still benefit from face-to-face interaction, particularly when you need to understand complex workflows or observe users in their natural environment.
Rather than treating user research as a one-off activity, consider how you can build regular feedback collection into your development process. Simple methods like feedback widgets, regular user surveys, or monthly analytics reviews can provide ongoing insights without major resource investment.
This approach helps you spot issues early and ensures your understanding of users stays current as their needs evolve.
Contact our UX team to discuss how user research can help improve your website's performance and better serve your audience's needs.