UX research

Definition

UX research, short for user experience research, is the systematic study of users to understand their behaviours, needs, motivations, and pain points when interacting with a product or service. It helps organisations design solutions that are usable, accessible, and aligned with real-world expectations.

UX research uses a combination of qualitative methods, such as interviews, usability testing, and field studies, and quantitative methods such as surveys, analytics, and A/B testing. The insights gathered inform product design, content strategy, and overall customer experience.

Advanced

At an advanced level, UX research involves mapping user journeys, analysing behavioural patterns, and testing prototypes across multiple iterations. Techniques include eye-tracking, heatmaps, card sorting, ethnographic research, and task analysis to validate usability and design effectiveness.

Enterprises often integrate UX research into agile workflows and design sprints to continuously refine products. Research operations (ResearchOps) teams manage tools, participant recruitment, and data governance to scale research across large organisations.

Why it matters

• Reduces the risk of building products that miss user needs.
• Improves usability, accessibility, and customer satisfaction.
• Increases conversion rates and product adoption.
• Strengthens customer loyalty by aligning with real behaviours.

Use cases

• Testing prototypes before full development.
• Validating new features with target users.
• Identifying barriers in customer journeys.
• Informing content strategy and information architecture.

Metrics

• Task success rate during usability tests.
• Time on task and error rate.
• System Usability Scale (SUS) scores.
• Customer satisfaction (CSAT) and Net Promoter Score (NPS).

Issues

• Skipping research increases the risk of poor product adoption.
• Small or biased samples can distort findings.
• Lack of continuous research leads to outdated insights.
• Misalignment between research findings and business priorities reduces impact.

Example

A fintech startup conducts usability testing on its mobile app prototype. Research shows that users struggle with the account setup process due to unclear instructions. By simplifying the onboarding flow, the company reduces drop-offs by 40 percent and improves overall app ratings.