Understanding UX Research Challenges

Over the past few years, my experiences with various clients have revealed a pattern of frustrating comments. If you're collaborating with a UX researcher or are curious about their work, this guide outlines the frequent challenges we encounter, along with a few phrases we wish to avoid.

1. "We don't need a report"

While reports may not be the favorite part of user research, they play a crucial role. Documenting findings ensures everyone on the product team shares a common understanding of the insights and recommendations.

2. "This method is too costly and time-consuming"

Budget constraints often lead to skipping user research. However, quick and cost-effective methods exist. For instance, incentivizing participants with gift cards and using social media for recruitment can make the process easier and more affordable.

3. "Let's use one-way mirrors"

If you truly value high-quality insights, reconsider the use of one-way mirrors. The ethical requirement to inform participants about being observed can lead to the "Ironic Process Theory"—when told not to think about something, it's often the first thing that comes to mind. This can distract participants from the research.

4. "Did you ask the user what they like about the product?"

While this question can initiate a discussion, it often lacks depth. Instead of just asking what they like, it's essential to understand the reasons behind their preferences. For example:

• Scenario A
  • Q: What do you like about this product?
  • A: I love the animations when I press the buttons.
• Scenario B
  • Q: Why do you like the animations?
  • A: They provide feedback that the app is working.

This approach reveals that users value feedback rather than just the animations.

5. "Let's collect some NPS"

UX researchers should approach the Net Promoter Score (NPS) with caution. It’s often misapplied or used inappropriately, similar to using a screwdriver as a hammer. Better tools exist for uncovering usability issues.

6. "Anyone can read a script and take notes"

This statement can lead to hiring underqualified moderators for usability tests. Effective moderation requires skill in building rapport, asking insightful questions, and probing for deeper understanding.

7. "I'll show you my design when it's complete"

What does "complete" even mean? Design is an ongoing process that benefits from feedback. Embracing constructive criticism leads to better outcomes.

8. "Let's use our own employees as participants"

Relying on company employees for user research can skew results. They may not represent the target audience accurately. It's best to recruit participants who reflect the actual user base.

9. "We can just do a survey"

Surveys can yield quantitative data but often fail to provide the necessary insights for product improvement. They're frequently misused, leading to inaccurate conclusions. Engaging directly with users offers far richer data.

10. "Let's have a focus group"

Focus groups can lead to groupthink, where participants agree with each other rather than providing diverse insights. Individual interviews are typically more effective for gathering meaningful feedback.

11. "Did you ask the user if they'd purchase this product?"

Participants may feel pressured to respond positively after an interview, leading to unreliable predictions about their future behavior.

12. "People don't scroll that much, let's move the CTA"

Scrolling has become a common behavior in modern web design. Assuming otherwise can lead to poor design choices.

13. "Read the research protocols to participants verbatim"

Reading instructions word-for-word can hinder rapport with participants and create a formal atmosphere that feels unnatural.

14. "I thought we could all meet together."

While it's not a phrase we dislike, it can lead to unexpected focus groups. Individual discussions allow for deeper insights.

15. "Let's skip generative research and just do usability testing"

Usability tests are valuable but don't provide the full picture of user needs and tasks. Conducting both types of research is essential for comprehensive understanding.

16. "Testing with a few users isn't worthwhile"

Research suggests that testing with just five users can uncover a significant portion of usability issues. Small sample sizes can still reveal important patterns.

17. "Testing at the end of the build is sufficient"

Frequent usability testing throughout the project enhances outcomes for both users and businesses. Early insights lead to better results.

18. "We don't need a research panel"

Research panels streamline the research process, enabling quicker results with less administrative burden.

19. "We're a startup, so we don't need UX research yet."

Starting UX research early can significantly enhance ROI. The sooner you engage in research, the better for your business.

UX and Humor

For more insights, check out "31 things you shouldn't say to a UX Designer" and "13 signs you are dating a UX Researcher." Understanding the humorous side of UX can help build a more empathetic design community.

UX and Science

To effectively navigate the field, familiarize yourself with the essential scientific principles every UX researcher should know.