Researching where user and product meet

We conduct user research to know who we want to engage with and the human context in which a product exists.

Product research is the science of understanding category norms, best practices and design patterns. Here, we leverage competitors as a learning tool, using conventions to make sure we don’t reinvent the wheel.

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Why research matters

Quantitative data feeds back. Qualitative data feeds forward.

In this sense, all historic data needs to be mined so history doesn't repeat itself. We use quantitative research to explore and qualitative research to explain, distilling the assumptions and testing their validity now, and into the future. Here is where our design-strategies are formed.

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Understanding from multiple vantage points

In any scientific context, the power of an interview is clear. We use them to understand our product from multiple vantage points and to reveal complexity. What are the frames of reference? What are the metaphors and models people project onto the product or service? This is the context in which our design lives, and we must understand it.

  • In-person interviews
  • Remote interviews
  • In-situ interviews (contextual analysis)
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Looking for commonalities

Usability isn’t a given, even if best practice is followed. We must find validation for users and their context. Studies of human perception show that individuals have a unique view of common objects and language. To develop a more suitable experience, we must test and observe. This is the value of usability.

  • A/B testing
  • In-person usability testing
  • Screen recordings
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Validation for users and their context

Surveys allow us to do what the name implies. But they aren’t just about asking questions, they’re about posing the right questions to extract responses that can help us develop characteristics and habits. We’re looking for commonalities. We’re trying to understand traits. We’re extracting invaluable user insights.

  • Video
  • Open/closed
  • Task-based
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From imagination to the physical form

Prototyping is about finding the ideal starting point to craft a product or a feature. Here, we progress the idea from imagination to the physical form. We draw out our thoughts. We question their value, and we invite others to do the same.

  • Wireframes
  • Paper mockups
  • Lo-Fi & Hi-Fi Prototypes
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Desktop research

Understanding the market

We also believe in the value and untapped potential of studying existing data. Here, we review research articles, published reports and relevant secondary sources to widen our understanding of the problem or the potential solution. This is not about data. It’s about findings and gaining a broader, wider view that can confirm or challenge our primary research findings.

  • Competitor analysis
  • Industry reports
  • Journal articles

Tell us what research you need done

If you’re thinking about working with us, please take 5 minutes to complete our client questionnaire. It will help steer us to how and where we can enable you to thrive.

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