As a digital agency, we successfully finished projects of the most diverse size and complexity. We address people of all ages nationally and internationally. The content we convey ranges from instructions for using medical equipment to educating regional media about fake news. Only an in-depth analysis of the respective situation enables us to understand and address our target groups correctly. And thus create the basis for a successful project.
In reality, however, it is far too often the case that customers believe they know what their end users want. That the designers at Apple or Uber have long since found the best practices, which are then poured straight into wireframes. Even if the perspective of individual users is part of the analysis, they are not usually the focus. Thus, the product development misses the actual needs of the target group. And the company’s goals and KPIs are given too much weight.
But this is precisely the time to gain reliable facts and real insights into the target groups. Because these insights influence the further work of all trades — from user experience and interface design to development and content creation. But how do you turn data, interviews and observations into such insights?
In UX research, statistical data is collected and analyzed, and users are interviewed or observed. Insights are derived from the results and shared with the team and our customers in an appealing and understandable way. The insights gained must be accepted by the entire team so that they can contribute to efficient product development as the most important source of knowledge about the users and their goals.
At the end of the day, we as designers create user experiences. Therefore, we should also work user-centered, putting people at the center of development.