how do ux designers research

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The Complete Guide to UX Research Methods

UX research provides invaluable insight into product users and what they need and value. Not only will research reduce the risk of a miscalculated guess, it will uncover new opportunities for innovation.

By Miklos Philips

Miklos is a UX designer, product design strategist, author, and speaker with more than 18 years of experience in the design field.

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“Empathy is at the heart of design. Without the understanding of what others see, feel, and experience, design is a pointless task.” —Tim Brown, CEO of the innovation and design firm IDEO

User experience (UX) design is the process of designing products that are useful, easy to use, and a pleasure to engage. It’s about enhancing the entire experience people have while interacting with a product and making sure they find value, satisfaction, and delight. If a mountain peak represents that goal, employing various types of UX research is the path UX designers use to get to the top of the mountain.

User experience research is one of the most misunderstood yet critical steps in UX design. Sometimes treated as an afterthought or an unaffordable luxury, UX research, and user testing should inform every design decision.

Every product, service, or user interface designers create in the safety and comfort of their workplaces has to survive and prosper in the real world. Countless people will engage our creations in an unpredictable environment over which designers have no control. UX research is the key to grounding ideas in reality and improving the odds of success, but research can be a scary word. It may sound like money we don’t have, time we can’t spare, and expertise we have to seek.

In order to do UX research effectively—to get a clear picture of what users think and why they do what they do—e.g., to “walk a mile in the user’s shoes” as a favorite UX maxim goes, it is essential that user experience designers and product teams conduct user research often and regularly. Contingent upon time, resources, and budget, the deeper they can dive the better.

What Is UX Research?

There is a long, comprehensive list of UX design research methods employed by user researchers , but at its center is the user and how they think and behave —their needs and motivations. Typically, UX research does this through observation techniques, task analysis, and other feedback methodologies.

There are two main types of user research: quantitative (statistics: can be calculated and computed; focuses on numbers and mathematical calculations) and qualitative (insights: concerned with descriptions, which can be observed but cannot be computed).

Quantitative research is primarily exploratory research and is used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics. Some common data collection methods include various forms of surveys – online surveys , paper surveys , mobile surveys and kiosk surveys , longitudinal studies, website interceptors, online polls, and systematic observations.

This user research method may also include analytics, such as Google Analytics .

Google Analytics is part of a suite of interconnected tools that help interpret data on your site’s visitors including Data Studio , a powerful data-visualization tool, and Google Optimize, for running and analyzing dynamic A/B testing.

Quantitative data from analytics platforms should ideally be balanced with qualitative insights gathered from other UX testing methods , such as focus groups or usability testing. The analytical data will show patterns that may be useful for deciding what assumptions to test further.

Qualitative user research is a direct assessment of behavior based on observation. It’s about understanding people’s beliefs and practices on their terms. It can involve several different methods including contextual observation, ethnographic studies, interviews, field studies, and moderated usability tests.

Jakob Nielsen of the Nielsen Norman Group feels that in the case of UX research, it is better to emphasize insights (qualitative research) and that although quant has some advantages, qualitative research breaks down complicated information so it’s easy to understand, and overall delivers better results more cost effectively—in other words, it is much cheaper to find and fix problems during the design phase before you start to build. Often the most important information is not quantifiable, and he goes on to suggest that “quantitative studies are often too narrow to be useful and are sometimes directly misleading.”

Not everything that can be counted counts, and not everything that counts can be counted. William Bruce Cameron

Design research is not typical of traditional science with ethnography being its closest equivalent—effective usability is contextual and depends on a broad understanding of human behavior if it is going to work.

Nevertheless, the types of user research you can or should perform will depend on the type of site, system or app you are developing, your timeline, and your environment.

Top UX Research Methods and When to Use Them

Here are some examples of the types of user research performed at each phase of a project.

Card Sorting : Allows users to group and sort a site’s information into a logical structure that will typically drive navigation and the site’s information architecture. This helps ensure that the site structure matches the way users think.

Contextual Interviews : Enables the observation of users in their natural environment, giving you a better understanding of the way users work.

First Click Testing : A testing method focused on navigation, which can be performed on a functioning website, a prototype, or a wireframe.

Focus Groups : Moderated discussion with a group of users, allowing insight into user attitudes, ideas, and desires.

Heuristic Evaluation/Expert Review : A group of usability experts evaluating a website against a list of established guidelines .

Interviews : One-on-one discussions with users show how a particular user works. They enable you to get detailed information about a user’s attitudes, desires, and experiences.

Parallel Design : A design methodology that involves several designers pursuing the same effort simultaneously but independently, with the intention to combine the best aspects of each for the ultimate solution.

Personas : The creation of a representative user based on available data and user interviews. Though the personal details of the persona may be fictional, the information used to create the user type is not.

Prototyping : Allows the design team to explore ideas before implementing them by creating a mock-up of the site. A prototype can range from a paper mock-up to interactive HTML pages.

Surveys : A series of questions asked to multiple users of your website that help you learn about the people who visit your site.

System Usability Scale (SUS) : SUS is a technology-independent ten-item scale for subjective evaluation of the usability.

Task Analysis : Involves learning about user goals, including what users want to do on your website, and helps you understand the tasks that users will perform on your site.

Usability Testing : Identifies user frustrations and problems with a site through one-on-one sessions where a “real-life” user performs tasks on the site being studied.

Use Cases : Provide a description of how users use a particular feature of your website. They provide a detailed look at how users interact with the site, including the steps users take to accomplish each task.

You can do user research at all stages or whatever stage you are in currently. However, the Nielsen Norman Group advises that most of it be done during the earlier phases when it will have the biggest impact. They also suggest it’s a good idea to save some of your budget for additional research that may become necessary (or helpful) later in the project.

Here is a diagram listing recommended options that can be done as a project moves through the design stages. The process will vary, and may only include a few things on the list during each phase. The most frequently used methods are shown in bold.

Reasons for Doing UX Research

Here are three great reasons for doing user research :

To create a product that is truly relevant to users

• If you don’t have a clear understanding of your users and their mental models, you have no way of knowing whether your design will be relevant. A design that is not relevant to its target audience will never be a success.

To create a product that is easy and pleasurable to use

• A favorite quote from Steve Jobs: “ If the user is having a problem, it’s our problem .” If your user experience is not optimal, chances are that people will move on to another product.

To have the return on investment (ROI) of user experience design validated and be able to show:

• An improvement in performance and credibility
• Increased exposure and sales—growth in customer base
• A reduced burden on resources—more efficient work processes

Aside from the reasons mentioned above, doing user research gives insight into which features to prioritize, and in general, helps develop clarity around a project.

What Results Can I Expect from UX Research?

In the words of Mike Kuniaysky, user research is “ the process of understanding the impact of design on an audience. ”

User research has been essential to the success of behemoths like USAA and Amazon ; Joe Gebbia, CEO of Airbnb is an enthusiastic proponent, testifying that its implementation helped turn things around for the company when it was floundering as an early startup.

Some of the results generated through UX research confirm that improving the usability of a site or app will:

• Increase conversion rates
• Increase sign-ups
• Increase NPS (net promoter score)
• Increase customer satisfaction
• Increase purchase rates
• Boost loyalty to the brand
• Reduce customer service calls

Additionally, and aside from benefiting the overall user experience, the integration of UX research into the development process can:

• Minimize development time
• Reduce production costs
• Uncover valuable insights about your audience
• Give an in-depth view into users’ mental models, pain points, and goals

User research is at the core of every exceptional user experience. As the name suggests, UX is subjective—the experience that a person goes through while using a product. Therefore, it is necessary to understand the needs and goals of potential users, the context, and their tasks which are unique for each product. By selecting appropriate UX research methods and applying them rigorously, designers can shape a product’s design and can come up with products that serve both customers and businesses more effectively.

Further Reading on the Toptal Blog:

• How to Conduct Effective UX Research: A Guide
• The Value of User Research
• UX Research Methods and the Path to User Empathy
• Design Talks: Research in Action with UX Researcher Caitria O'Neill
• Swipe Right: 3 Ways to Boost Safety in Dating App Design
• How to Avoid 5 Types of Cognitive Bias in User Research

Understanding the basics

How do you do user research in ux.

UX research includes two main types: quantitative (statistical data) and qualitative (insights that can be observed but not computed), done through observation techniques, task analysis, and other feedback methodologies. The UX research methods used depend on the type of site, system, or app being developed.

What are UX methods?

There is a long list of methods employed by user research, but at its center is the user and how they think, behave—their needs and motivations. Typically, UX research does this through observation techniques, task analysis, and other UX methodologies.

What is the best research methodology for user experience design?

The type of UX methodology depends on the type of site, system or app being developed, its timeline, and environment. There are 2 main types: quantitative (statistics) and qualitative (insights).

What does a UX researcher do?

A user researcher removes the need for false assumptions and guesswork by using observation techniques, task analysis, and other feedback methodologies to understand a user’s motivation, behavior, and needs.

Why is UX research important?

UX research will help create a product that is relevant to users and is easy and pleasurable to use while boosting a product’s ROI. Aside from these reasons, user research gives insight into which features to prioritize, and in general, helps develop clarity around a project.

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Miklos Philips

London, United Kingdom

Member since May 20, 2016

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Complete Beginner’s Guide to UX Research

In an industry devoted to the people who use our products, services, and applications, research is paramount. We ask questions. We take notes. We learn everything we can about the target audience, and then iteratively test our work throughout the design process.

UX research—or as it’s sometimes called, design research—serves many purposes throughout the design process. It helps us identify and prove or disprove our assumptions, find commonalities across our target audience members, and recognize their needs, goals, and mental models. Overall, research informs our work, improves our understanding, and make our work better.

In this Complete Beginner’s Guide, we’ll look at the many elements of design research, from interviews and observations, to usability testing and A/B testing. Readers will get a head start on how to use these design research techniques in their work, and improve experiences for all users.

Table of Contents

What is ux research, common methodologies, daily tasks and deliverables, people to follow.

• Tools of the Trade

Associations and Conferences

• UX Research Books

UX research encompasses a variety of investigative methods used to add context and insight to the design process. Unlike other sub-fields of UX, research did not develop out of some other field or fields. It merely translated from other forms of research. In other words, UX practitioners have borrowed many techniques from academics, scientists, market researchers, and others. However, there are still types of research that are fairly unique to the UX world.

The main goal of design research is to inform the design process from the perspective of the end user. It is research that prevents us from designing for one user: ourselves. It’s fairly well accepted that the purposes of UX and user-centered design are to design with the end-user in mind; and it’s research that tells us who that person is, in what context they’ll use this product or service, and what they need from us.

UX research has two parts: gathering data, and synthesizing that data in order to improve usability. At the start of the project, design research is focused on learning about project requirements from stakeholders, and learning about the needs and goals of the end users. Researchers will conduct interviews, collect surveys, observe prospects or current users, and review existing literature, data, or analytics. Then, iteratively throughout the design process, the research focus shifts to usability and sentiment. Researchers may conduct usability tests or A/B tests, interview users about the process, and generally test assumptions that will improve the designs.

One example of a user research process, diagrammed. Young, Indi. 2008. Mental Models: Aligning Design Strategy with Human Behavior. New York: Rosenfeld Media.

We can also divide UX research methods into two camps: quantitative and qualitative.

• Quantitative research is any research that can be measured numerically. It answers questions such as “ how many people clicked here” or “ what percentage of users are able to find the call to action?” It’s valuable in understanding statistical likelihoods and what is happening on a site or in an app.
• Qualitative research is sometimes called “soft” research. It answers questions like “why didn’t people see the call to action” and “what else did people notice on the page?” and often takes the form of interviews or conversations. Qualitative research helps us understand why people do the things they do

Though researchers may specialize in specific types of interviews or tests, most are capable of conducting a wide variety of techniques. All user researchers collect valuable information that helps us design in an informed, contextual, user-centered manner.

The various types of UX research range from in-person interviews to unmoderated A/B tests (and everything in between), though they are consistent in that they all stem from the same key methodologies: observation, understanding, and analysis.

Observation

The first step to conducting research is learning to observe the world around us. Much like beginning photographers, beginning researchers need to learn how to see. They need to notice nervous tics that may signal that their interviewees are stressed or uncertain, and pick up on seemingly minor references that may reflect long-held beliefs or thoughts that should be further probed.

Observation may seem like a simple skill, but it can be clouded by unconscious biases—which everyone has. Design researchers train themselves to observe and take notes so that they can later find patterns across seemingly diverse groups of people.

Understanding

Much like observation, understanding is something we do all the time in our daily lives. We strive to understand our coworkers, our families, and our friends, often trying to grasp a point of contention or an unfamiliar concept. But for UX researchers, understanding has less to do with disagreements and more to do with mental models .

A mental model is the image that someone has in their mind when they think of a particular phrase or situation. For example, if someone owns an SUV, their mental model of “car” will likely differ from the mental model a smart car owner. The mental model informs the decisions we make; in the case of the car owners, when asked “how long does it take to drive to Winnipeg,” their answers will vary based on the gas mileage their vehicles get, among other things.

Design researchers need to understand the mental models of the people they interview or test, for two reasons. First, we all speak in shorthand at times. Researchers must recognize that shorthand based on the mental model of the speaker. Second, if the researcher can accurately identify the user’s mental model, he or she can share this information with the design team, and design to accommodate the model.

Research on its own can be valuable, but in order to use the insights to inform design, it needs to be analyzed and ultimately presented to a larger team. Analysis is the process by which the researcher identifies patterns in the research, proposes possible rationale or solutions, and makes recommendations.

Some analysis techniques include creating personas or scenarios, describing mental models, or providing charts and graphs that represent statistics and user behaviors. Although the techniques described here are focused predominantly on conducting research, it’s important to remember that research is only valuable if it is shared . It does no one any good when it’s locked away in a cabinet, or forgotten in the excitement of design.

Every UX project is different, and the tasks that one researcher takes on will differ from those appropriate in another setting. Some of the most popular forms of research are interviews, surveys and questionnaires, card sorts, usability tests, tree tests, and A/B tests .

One-on-one interviews are a tried and true method of communication between a researcher and a user or stakeholder. There are three main types of interviews, each of which is used in a different context and with different goals.

Directed interviews are the most common sort. These are typical question-and-answer interviews, where a researcher asks specific questions. This can be useful when conducting interviews with a large number of users, or when looking to compare and contrast answers from various users.

Non-directed interviews are the best way to learn about touchier subjects, where users or stakeholders may be put off by direct questions. With a non-directed interview, the interviewer sets up some rough guidelines and opens a conversation with the interviewee. The interviewer will mostly listen during this “conversation,” speaking only to prompt the user or stakeholder to provide additional detail or explain concepts.

Ethnographic interviews involve observing what people do as they go about their days in their “natural habitats.” In this sort of interview, the user shows the interviewee how they accomplish certain tasks, essentially immersing the interviewer in their work or home culture. This can help researchers understand the gaps between what people actually do, and what they say they do. It can also shed light on things that users do when they are feeling most comfortable.

Surveys and Questionnaires

Questionnaires and surveys are an easy way to gather a large amount of information about a group, while spending minimal time. These are a great research choice for projects that have a large and diverse group of users, or a group that is concerned with anonymity. A researcher can create a survey using tools like Wufoo or Google Docs , email it out, and receive hundreds of responses in just minutes.

There are downsides to surveys and questionnaires though. The researcher can’t interact directly with the respondents, and therefore can’t help with interpreting questions or framing them if the wording isn’t quite perfect; and researchers typically have a limited ability for follow up. Surveys see a far higher response rate when they do not require a login or contact information, and this anonymity makes it impossible to ask for clarification or further details.

Card sorts are sometimes done as part of either an interview or a usability test. In a card sort, a user is provided with a set of terms, and asked to categorize them. In a closed card sort, the user is also given the category names; in an open card sort the user creates whatever categories he or she feels are most appropriate.

The goal of a card sort is to explore relationships between content, and better understand the hierarchies that a user perceives. Many content strategists and information architects rely on card sorts to test out hierarchy theories, or kickstart work on a site map.

Usability Tests

Usability testing involves asking potential or current users of a product or service to complete a set of tasks and then observing their behavior to determine the usability of the product or service. This can be done using a live version of a site or app, a prototype or work-in-progress, or even using clickable wireframes or paper and pencil.

While there are many variations and styles of usability tests , there are three that are commonly used: moderated, unmoderated, and guerrilla.

Moderated usability tests are the most traditional type of test. They can happen in person, or via screenshare and video. Whole usability labs are set up, complete with one-way mirrors for stakeholders to observe, for the purpose of conducting moderated usability tests. In a moderated test an unbiased facilitator talks with the user, reading aloud the tasks and prompting the user to think aloud as he or she accomplishes the tasks. The facilitator’s role is to act as a conduit between stakeholders and the user, phrasing questions to evaluate the effectiveness of a design and testing assumptions while helping the user feel comfortable with the process.

Unmoderated usability tests , sometimes also known as asynchronous research, is conducted online, at the user’s convenience. The tasks and instructions are delivered via video or recorded audio, and the user clicks a button to begin the test and record his or her screen and audio. Just like in the moderated test, users are encouraged to speak their thoughts aloud, though there is no facilitator to ask follow up questions. Unmoderated tests are available through numerous online sites and can be significantly cheaper than moderated tests.

Guerrilla testing is a modern, lightweight take on traditional tests. Instead of renting a lab, guerrilla research is typically done out in the community; users are found at coffee shops or subway stations and asked to complete basic tasks with a website or service, in exchange for a few dollars, a coffee, or just out of the goodness of their hearts. While guerrilla testing is a great option , particularly on a budget, it is best used only for products or services with a large user base. More niche products will struggle to find reliable information from the random selection acquired in guerrilla testing.

Just as card sorts are a great way to gather information before a website’s architecture has been created, tree tests are helpful in validating that architecture. In a tree test, users are given a task and shown the top level of a site map. Then, much like in a usability test, they are asked to talk through where they would go to accomplish the task. However, unlike in a usability test, the user doesn’t see a screen when they choose a site section. Instead, they will see the next level of the architecture. The goal is to identify whether information is categorized correctly and how appropriately the nomenclature reflects the sections of the site.

A/B testing is another way of learning what actions users take. An A/B test is typically chosen as the appropriate research form when designers are struggling to choose between two competing elements. Whether the options are two styles of content, a button vs. a link, or two approaches to a home page design, an A/B test requires randomly showing each version to an equal number of users, and then reviewing analytics on which version better accomplished a specific goal. A/B testing is particularly valuable when comparing a revised screen to an older version, or when collecting data to prove an assumption.

Many people have contributed greatly to the field of experience design research. Here are just a few that readers may choose to follow, to learn more. If you are just starting your journey into user experience / UX Design you may be a bit confused by all the terms and methodologies that our out there. https://www.ukmeds.co.uk/ is here to help with their beginner’s guide to UX!

Tools of the trade

User Research has the potential to be a sizable undertaking, sometimes to the point that budgetary and scheduling concerns scare people away. Fortunately, today we often see a more casual, habitual approach. The tools we have available are responsible for much of that shift.

Ethnio was the first moderated remote research software when it launched, and it’s still going strong. Ethnio finds users who are currently using a site or app, and (with their permission) allows interviewers to ask them questions about their experience as they go. It automates many elements of the typical in-person test, including real-time notifications, and paying participants with Amazon gift cards. Ethnio has a fourteen day free trial, and four pricing options, to accommodate businesses of every size.

Learn more about Ethnio

Optimal Workshop

Optimal Workshop has everything! The full Workshop is a bundle of four research tools, all of which are also available sold separately (and very affordably). Treejack is great for remotely testing information architecture, either to test the nomenclature or the hierarchies themselves. Optimal Sort provides online card sorting, to see how users choose to organize content. Chalkmark offers heat maps of click patterns across a site, and Reframer is a tool for taking notes and identifying themes easily. All come highly recommended.

Learn more about Optimal Workshop

SurveyMonkey

Surveys and questionnaires are great ways to gather information, but they’re most useful when hundreds of responses can be seen at once. Enter SurveyMonkey, an online survey-creation and reporting tool, which allows people to customize and brand their own surveys and then send them out via social media, embed them into websites, or integrate with mass mailings. Utilizing social media marketing for lawyers , SurveyMonkey also allows for easy analysis and reporting when the results come in. It’s available as a free Basic version, or for a monthly fee with additional features.

Learn more about SurveyMonkey

UsabilityHub

For quick design iterations, gut checks, and clear user feedback, UsabilityHub is an incredible resource for low budget teams. With a super-simple interface (yay!) and fast turn-around times, iterative testing and research is a few clicks away through UsabilityHub.

Learn more about UsabilityHub

UserTesting.com

When it’s not possible to schedule a real-time test with users, UserTesting.com is a great way to see how people use a site. Researchers can create a series of tasks, and then receive videos from participants—either pre-chosen, or randomly selected. Researchers are able to see a video of the participant using the site, and speaking aloud to explain what they’re doing. UserTesting.com offers Basic and Pro options, and prices accordingly.

Learn more about UserTesting.com

The good news is, whatever you need, UserZoom has it. Usability testing, both moderated and unmoderated, remote testing for mobile and desktop, benchmarking, card sorting, tree testing, surveys, and rankings: they’ve got it! The bad news, as can be expected with any product this robust, is that it can be overwhelming to learn, and it is expensive. Still, for organizations with the budget to handle it, UserZoom is a solid, effective choice.

Learn more about UserZoom

In a way, all usability conferences are design research conferences. While the other areas of UX tend to have conferences that cater to their factions, trends, or best practices, researchers are by nature generalists, who seek out ways to learn more about humans and usability. To that end, we recommend a little bit of everything, to keep researchers up to speed.

UI Conference

UIE (User Interface Engineering) puts on an annual conference, bringing together thought leaders and tried-and-true concepts for UX practitioners to learn as much as they can from one another. One great thing about this conference is UIE’s commitment to helping people attend, whether in person or virtually. More information available at: ui.uie.com/

World Usability Conference

At World Usability Conference, the talks cover all areas of usability, user experience, and customer experience management. People come from around the world, across all industries, to find where we have more similarities than differences. More information available at: www.worldusabilitycongress.com

Design + Research + Society

Held in Brighton, England, the DRS Conference responds to the questions, “How can design research help frame and address the societal problems that face us?”; “How can design research be a creative and active force for rethinking ideas about Design?”; and “How can design research shape our lives in more responsible, meaningful, and open ways?” By focusing on how design research impacts people in today’s society, they turn a light on the human side of our designs. More information available at: www.designresearchsociety.org/cpages/conferences

The User Experience Professionals Association is open to everyone working in UX. They provide networking and professional development opportunities for UX practitioners around the world, by way of local chapters. If you live in a city, there’s a good chance there’s a UXPA chapter to join! Local chapters often host conferences, sponsor events, and create a network for local UX professionals. More information available at: uxpa.org

UX Research books

There are many books that focus on interviews, usability testing, A/B testing, and other specific areas of design research. These are just a smattering of books that cover the big picture.

• Make Design Decisions with a Purpose
• Creating Personas
• The Ethics of UX Research
• Five Tips for Conducting Scientific Research in the UX World
• Running a Successful User Workshop

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What is UX Research: The Ultimate Guide for UX Researchers

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User experience research is a crucial component of the human-centered design process and an essential part of creating solutions that meet user expectations and deliver value to customers. This comprehensive guide to UX research dives into the fundamentals of research and its various methods and includes tips and best practices from leading industry experts.

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UX research: Your ultimate guide to nailing user experience and exceeding expectation

User experience research, or UX research , is the process of gathering insights about users' behaviors, needs, and pain points through observation techniques and feedback methodologies. It’s a form of user research that looks at how users interact with your product, helping bridge the gaps between what you think users need, what users say they need—and what they actually need.

The goal of UX research is to understand your users and gain context and perspectives to help make informed decisions and build user-centered products. It’s an essential part of designing, developing, and launching a product that will be an instant hit—but it should also be used throughout the product’s lifecycle post-launch to keep updated, and ensure new features are relevant to your audience.

As Sinéad Davis Cochrane , UX Manager at Workday, explains: “UX research represents insights gathered directly from users and customers, that helps you make product decisions at every stage of the development process.”

Is UX research the same as user research?

The terms ‘user research’ and ‘UX research’ are often used interchangeably, but they do differ. User research is the parent of UX research; it’s a broader research effort that aims to understand the demographics, behaviors, and sentiments of your users and personas.

UX research, on the other hand, is a type of user research that’s specific to your product or platform. Where user research focuses on the user as a whole, UX research considers how they interact with, respond to, and feel about your product or concept itself.

In both cases, the overarching goal is to get to know your users, understand what they need from your product, gain context to help make informed decisions, and build human-centered experiences.

Involve your users at every stage of your design process

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Why is conducting UX research important?

In an ideal world, users would find your product easy to navigate, your net promoter score (NPS) would be off the charts, and you’d see adoption and activation rates skyrocket. In reality, however, this can be a challenging dream to achieve—but it is possible. The only way to build a product that users really resonate with is by involving them throughout the development process and building with them.

UX research is more than just a single ‘step’ in the development process: it should happen continuously, throughout the product lifecycle—so whether you’re building new products or iterating on existing ones, every decision is informed by user insights.

Here’s what you can achieve with continuous UX research:

Make informed decisions based on data

Our 2023 Continuous Research Report shows that 74% of people who do research (PWDR) believe research is crucial to guiding product decisions. Plus, 60% of respondents find that user recommendations inspire new product ideas.

Getting stakeholder buy-in to product decisions can be challenging, but when you suggest changes based on UX research, you have data to back up your suggestions. Your users inform your product, becoming the decision-makers as well as the customer.

UX research helps reduce and mitigate the risk of building the wrong thing—or building the right thing in the wrong way.

Sinéad Davis Cochrane , UX Manager at Workday

Reduce bias in the UX design process

There are hundreds of cognitive biases identified by psychologists, many of which unknowingly influence our decisions and the products we build. But a key principle of great UX design is to put aside existing beliefs, and learn from your users.

“You have to be humble, optimistic, and open-minded,” says Bertrand Berlureau , Senior Product Designer at iMSA. Using effective UX research, you can root out bias or assumptions, and follow real human behavior to inform product decisions.

According to Sinéad, you should consider these questions early in the design process:

• “What are your assumptions?”
• “What are some of the assumptions you’ve been making about your end-users and product without any evidence?”
• “What are the anecdotes or coincidental pieces of information that you hold, and how can you challenge them?”

Biases can subconsciously affect research and UX design, and it can be tricky to identify them. The first step to overcoming cognitive biases is by being aware of them. Head to chapter three of our cognitive biases guide to discover how.

Test and validate concepts

The power of UX research is that it can prove you right or wrong—but either way, you’ll end up knowing more and creating a product that provides a better user experience. For Bertrand, an idea without a test is just an idea. So, before the design process, his team starts with these user research methods:

• Face-to-face and remote user interviews
• Focus groups
• Co-creativity sessions through design sprints, quick prototyping, and hypothesis concepts
• User testing

UX research is the only way to unequivocally confirm your product is solving the right problem, in the right way. By speaking directly to real users, you can pinpoint what ideas to focus on, then validate your proposed solution, before investing too much time or money into the wrong concept.

Work on solutions that bring real value to customers

Another main benefit of UX research is that it allows product teams to mitigate risk and come up with products users want to use. “One of the main risks we need to control is whether users actually want to use a solution we've implemented,” explains Luke Vella , Group Product Manager at Maze. “UX research helps us reduce this risk, allowing us to build solutions that our customers see as valuable and make sure that they know how to unlock that value.”

Luke works on pricing and packaging, an area that requires constant user research. On one hand, he and his team want to understand which problems their users are facing and come up with plans to satisfy those different needs. On the other hand, they need to make sure they can monetize in a sustainable way to further invest in the product. You can only get this perfect balance by speaking to users to inform each step of the decision.

Market your product internally and externally

UX research also plays a crucial role in helping product marketers understand the customer and effectively communicate a product's value to the market—after all, a product can only help those who know about it.

For example, Naomi Francis , Senior Product Marketing Manager at Maze, uses different research methods to inform marketing strategy. Naomi conducts user interviews to build personas, using user research to collect insights on messaging drafts, product naming, and running surveys to gather user feedback on beta products and onboarding.

Understanding how and why customers need and use our product pushes marketing launches to the next level—you can get a steer on everything from messaging to language and approach.

Naomi Francis , Senior Product Marketing Manager at Maze

Types of UX research

All UX research methods fit into broader UX research techniques that drive different goals, and provide different types of insight. You can skip to chapter seven for a rundown of the top 9 UX research methods , or keep reading for a deep dive on the main types of UX research:

• Moderated and unmoderated
• Remote and in-person
• Generate and evaluate
• Qualitative and quantitative
• Behavioral and attitudinal

Where moderated/unmoderated and remote/in-person refer to the way research is conducted , the other types of UX research reflect the type of data they gather.

The most powerful insights come from a mixture of testing types—e.g. attitudinal and behavioral, generative and evaluative, and quantitative and qualitative. You don’t need to run all types of research at all times, but you’ll benefit from gathering multiple types of data throughout different stages of product development.

Moderated research

Moderated research is any research conducted with a facilitator or researcher present. A moderator may observe research sessions and take notes, ask questions, or provide instruction to participants where needed.

Like all research, it’s crucial a moderator doesn’t overly guide participants or influence results. Due to certain types of cognitive biases , people may behave differently while being observed, so researchers often opt for unmoderated methods to avoid results being impacted.

UX research methods for moderated research

• User interviews to speak directly with your target user face-to-face
• Focus groups to gather feedback on a variety of topics
• Moderated usability testing to hear the thought process behind the actions

Unmoderated research

As the name suggests, unmoderated research refers to the lack of a moderator. Often used in tandem with remote research , users complete tasks independently, guided by pre-written instructions.

Unmoderated research is helpful to ensure users are acting entirely of their own volition, and it has a lower cost and quicker turnaround than moderated research—however it does require efficient planning and preparation, to ensure users can navigate the tasks unaided.

UX research methods for unmoderated research

• Unmoderated usability testing to see how easily users navigate your product
• Live website testing to witness users interacting with your product in real time
• Surveys to have users answer specific questions and rate design elements

Remote research

An incredibly flexible approach, remote research is often favored due to its time-to-results and cost savings. Remote research can be moderated or unmoderated, and is conducted using UX research tools which record user behavior, feedback, and screen recordings.

Another key benefit is its reach and accessibility—by moving research to a virtual platform, you can access users from anywhere in the world, and ensure research is inclusive of those with different abilities or requirements, who may otherwise be unable to take part in traditional in-person research.

UX research methods for remote research

• Usability testing to evaluate how accessible your product is
• Card sorting to understand how users categorize and group topics
• Concept testing to assess what ideas users are drawn to
• Wireframe or prototype testing to invite users to test a rough version of the design

In-person research

Research conducted in-person is typically more expensive, as it may require travel, accommodation, or equipment. Many traditionally in-person research methods can easily be performed remotely, so in-person research is often reserved for if there’s additional needs for accessibility, or if your product requires physical testing, safety considerations or supervision while being tested.

UX research methods for in-person research

• Guerrilla research to speak to random users and gather feedback
• User interviews to connect with users and read body language
• Field studies to gauge how your product fits into a real world environment

Generative research

Generative research provides a deep understanding of your target audience’s motivations, challenges, and behaviors. Broadly speaking, it pinpoints a problem statement, identifies the problem to be solved, and collects enough data to move forward.

It should happen before you even begin designing, as it helps you identify what to build, the types of problems your user is facing, and how you can solve them with your product or service.

UX research methods for generative research

• Field studies to get familiar with users in their authentic environment
• User interviews to ask open-ended questions about pain points
• Diary research to keep a log of users’ behaviors, activities, and beliefs over time
• Open card sorting to have users define and name their own categories

Evaluative research

Evaluative research focuses on evaluating a product or concept in order to collect data that will improve the solution. Evaluative research usually happens early on and is used in a continuous, iterative way throughout the design process and following launch. You can use this type of UX research to assess an idea, check navigation, or see if your prototype meets your user’s needs.

UX research methods for evaluative research

• Usability testing to see if your platform is easy and intuitive to use
• A/B testing two versions of a design to see which one works best
• Tree testing to assess if your website’s information architecture (IA) makes sense
• Five-second tests to collect first impressions

Behavioral research

This type of research refers to observation—it’s human nature that sometimes what we say, or what we think we’ll do doesn’t match up to what we actually do in a situation. Behavioral research is about observing how users interact with your product or how they behave in certain situations, without any intervention.

UX research methods for behavioral research

• Observation in labs or real environments to witness behavior in real time
• Tree testing to view which paths users take on a website
• Diary research to see how users interact with your product in real life

Attitudinal research

Attitudinal research is the companion to behavioral research—it’s about what people say, and how they feel. In attitudinal research, you ask users to share their own experiences and opinions; this may be about your product, a concept, or specific design element. With a mix of attitudinal and behavioral research, you can get a broader picture of what your user truly needs.

UX research methods for attitudinal research

• Focus groups to understand users’ perspectives on your product
• User interviews to ask people questions about your product directly
• Surveys to gather insights on user preferences and opinions

Quantitative research

Quantitative and qualitative research methods are two types of research that can be used in unison or separately. Quantitative research comes from data and statistics, and results in numerical data.

It allows you to identify patterns, make predictions, and generalize findings about a target audience or topic. “[At iMSA] We analyze a lot of metrics and specific data like traffic analytics, chatbot feedback, user surveys, user testing, etc. to make decisions,” explains Bertrand. “The convergence of all the data, our user’s needs, governs the choices we make.”

Types of quantitative results you can find through UX research include:

• Time spent on tasks
• Net promoter score (NPS)
• System usability score (SUS)
• Number of clicks taken to complete a task
• Preference percentage on A/B tests

UX research methods for quantitative research

• A/B testing to see which option your users likes best
• Tree testing to get data on which paths users follow on your website
• Usability testing to get a score on system usability
• Heatmaps to spot where users spend most of their session time

Qualitative research

Qualitative research is about understanding the why behind the data. It comes from comments, opinions, and observations—this type of research answers why and how users think or act in a certain way. Qualitative data helps you understand the underlying motivations, thoughts, and attitudes of target users. For this reason, attitudinal research is often qualitative (though not always).

UX research methods for qualitative research

• Interviews to discover your users’ motivations and frustrations
• Open question surveys to learn users’ pain points in their own words
• Focus groups to observe users’ interacting with your product
• Think aloud usability tests to hear commentary behind each user decision

💡 Product tip:

Maze allows you to record your participants' screen, audio, and video with Clips, so you can collect qualitative and quantitative insights simultaneously.

When should you conduct UX research?

The truth is, you should always be researching. When NASA wants to send a new shuttle into space, they don't build a rocket and launch it right away. They develop a design, test it in simulations and lab environments, and iterate between each stage. Only once they’ve run all the foreseeable scenarios do they put a person on the ship. Why should your product be any different?

With an overwhelming 83% of product professionals surveyed in our 2023 Continuous Research Report believing research should happen at all stages, it’s surprising that just 36% run tests after launch. While time and budget can make continuous research a challenge, testing at different stages gives you access to unique insights about your users and how they interact with your product.

That being said, if you can only afford to research a few times throughout the development process , here are some key moments to focus on:

Before developing the product

This is when you need to conduct the most extensive and detailed part of your research. During this phase, you’ll want to conduct generative research to get to know exactly:

• Who your user is
• The types of problems they’re facing (and what kind of product they want to solve them)
• What their expectations on a product or service like yours are
• What they like or dislike about your competitors
• Where they currently go to solve the mentioned problems
• What needs to happen for them to change companies (if they’re using a different product)

You can use a variety of UX research methods like focus groups and surveys to gather insights during this stage.

Remember: This step applies even if your product is already live, if you’re thinking of introducing a new feature. Validate your idea and investigate potential alternatives before you spend time and money developing and designing new functionality.

When you want to validate your decisions

This is the point where you’ll run through a few cycles of researching, building, and iterating, before launching your product. The Maze Product team does this through continuous product discovery, via a dual-track habit:

Conduct research regularly while developing and building your product to see if you’re headed in the right direction. Let the research findings feed your deliverables.

Gather qualitative insights on user sentiment through surveys or focus groups. Test your wireframe or sketches to get quantitative answers in the form of clicks, heatmaps, or SUS. Use card sorting to generate ideas, tree testing to assess IA, or prototype testing to assess the usability of a beta version. The options are endless, so there’s no reason to miss maximizing your research at this stage and gather insights to power product decisions.

To evaluate product accessibility

Your product will be used by a multitude of diverse, unique users. Your research participants should be representative of your real audience, which means including all usage scenarios and user personas. Usability testing is one form of UX research that can be used here to ensure your product works for all its users, regardless of ability or need.

There are many ways to ensure your design is inclusive and accessible , including:

• Testing alt-texts, screen-reading capabilities, and color combinations
• Avoiding screen flashes or sudden pop-ups that may be triggering for certain conditions
• Being intentional in what language and imagery is used

Once your product is live

Research doesn’t end once you push your platform to production. Conduct Live Website Testing to evaluate how well your product is meeting your users' expectations and needs. This type of research invites you to answer the question: did we nail it?

Testing your live website also allows you to see how your users interact with your design in a real environment, so you can identify and solve mistakes fast. Pay close attention to loading times, error messages, and other quantitative data that may indicate bugs. You can also conduct regular sentiment checks by embedding feedback surveys into your product itself, to assess user satisfaction and NPS in a few clicks.

TL;DR: Why, how, and when to conduct UX research

The more you understand your customers, the better you can create products that meet expectations, tailor your strategy to their specific needs, and increase your chances for success. Plus, UX research allows you to create unbiased products that put your customers at the center of your business.

To conduct UX research, you’ll need to mix the stage of your product lifecycle with the right research type and methods. Meaning, while you need to conduct UX research continuously, you should look for different types of insights depending on the development stage you’re at and what your current objective is.

For example, if you want to test your live product, you should conduct a mix of quantitative and qualitative evaluative research. That means you might want to perform:

• Usability tests
• Feedback surveys
• Five-second tests
• Prototype testing

Now we’ve covered the what and why of UX research, let’s get into the how. Continue to the next chapter to learn how to create a UX research strategy that blows your competitors away.

Frequently asked questions

What are some examples of UX research?

Some examples of UX research include:

• A/B testing
• Prototype or wireframe testing
• Card sorting
• User interviews
• Tree testing
• 5-second testing
• Usability testing

What are the basics of UX research?

The basics of UX research are simple: you just need a clear goal in mind and a mix of quantitative and qualitative tests. Then, it's a case of:

• Determining the right testing methods
• Testing on an audience that’s an accurate representation of your real users
• Doing continuous product discovery
• Performing unbiased research to build an unbiased design
• Iterating and building user-centric products

UX research gets easier when you use a product discovery platform like Maze. This tool allows you to run multiple types of product research such as usability, prototype, card sorting, and wireframe tests—and get answers within hours.

Is UX research hard?

UX research isn’t hard, especially when you use an intuitive tool for product discovery—like Maze. Maze allows you to build tests using its multiple available templates. It also lets you bring your own users or recruit from its panel and creates an automated, ready-to-share metrics report. Maze gives you answers to tests within hours so you can improve your UX based on real user feedback fast.

Building a UX research strategy

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UX design research methods

Effective user experience design is intuitive, accessible, and engaging. But how do you design a delightful experience that meets your target audience’s needs? Conducting user experience research gives you a glimpse inside your users’ heads, so you can understand what they care about and the challenges they face.

In this article, Figma Designer Advocate Ana Boyer weighs in on:

• What user experience research is, and why your team needs it
• Different types of UX research that support product development
• UX design research methods made easier with Figma

What is user experience research?

User experience research helps design teams identify areas of opportunity to improve user interfaces and enhance the overall user experience. According to Ana, UX research can reveal insights about target users across all phases of product development—from strategy and planning to product launch and post-launch improvements. A robust UX research framework includes both quantitative and qualitative research.

Quantitative research

Using information gathered from larger sample sizes, quantitative research yields concrete numerical data that reveals what users are doing. Researchers run statistical analyses and review analytics to gain insights into user behavior. For example, Ana says, “you might try tracking the number of times users clicked a CTA button on a newly designed web page, compared to an old version."

Qualitative research

For qualitative research, researchers collect subjective and descriptive feedback directly from users, tapping into users’ personal feelings and experiences with a product or design.  "Qualitative research gives you a more thorough explanation of why someone is doing something in the context of a flow,” Ana says.

User-centered design research often covers two types of qualitative research: attitudinal and behavioral. Attitudinal research examines users’ self-reported beliefs and perceptions related to a user experience, while behavioral research focuses on observing first-hand what users do with a product.

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3 benefits of user experience research

According to Ana, with UX research you can:

• Validate your design. "You can learn whether or not your design is hitting project goals and your users are able to accomplish a task—for example, ordering an item from your platform.”
• Put your users front and center. UX research uncovers what users want and need, so you can deliver a product that delights customers.
• Save time and resources. Doing user research and testing early and often allows you to make smaller adjustments quickly and easily. That way, Ana says, “you can take a more iterative approach to design—without having to backtrack and redo your entire UX design.”

How to conduct  UX research

Most common UX research methodologies break down into these essential activities:

• Observe how users act and react . This not only includes clicks and scrolling onscreen, but also their body language and facial expressions. Careful observation helps you understand how users normally perform a task, what interactions users pick up easily or enjoy, where they get stuck in a flow, and more.
• Empathize with your users . To create a useful and usable product, you need to consider how users' context influences them as they interact with your design.
• Analyze information to surface common themes. “Tagging key user responses helps you pinpoint what needs the most work and refinement to improve the user experience," Ana advises

When to use key UX research methods—at a glance

Given all the UX research methods you can use for  product development, when is each most useful? Ana offers these pro tips.

• User personas help you understand your core users in the early stages of development. “If you don’t know who you’re building for, then the time you invest in building and creating something will be wasted,” Ana explains. FigJam’s user persona template will help you get the ball rolling.
• Interviews gather in-depth information directly from users to test your ideas, so you can lower the risk of building a product that misses the target. FigJam’s user interview template will help you lay the groundwork.
• Card sorting invites users to show you what they think is the most intuitive way to organize high-level information in your design. Try FigJam’s card-sorting tool to shape your product’s information architecture.
• Task analysis studies users as they use your site or app to complete tasks, or jobs to be done. Use it to validate your design, and ensure users can quickly and easily accomplish their goals. Get started with FigJam’s jobs to be done template .
• Eye tracking analyzes where users look, when, and how long as they interact with your product.
• Surveys indicate how useful and usable your design is. Surveys  can provide useful insights at any phase of product development, pinpointing where users are struggling with an interface, and revealing user sentiment about a product’s colors, fonts, and overall design.

Launch & post-launch

• A/B testing shows which version or iteration of a webpage, app screen, or CTA button performs better with your users.
• Analytics track KPIs like time spent on page, bounce rate, number of clicks on key CTAs, and more to see what’s working—and what isn’t. Analytics may also reveal useful insights about your users, including location, device usage, age, and gender.
• Usability bug testing identifies and helps fix usability issues that affect your product’s quality and ease of use. “Teams struggle to invest the time and process in doing this, but it can have a huge impact on quality,” Ana says.
• Diaries captured in writing or on video track users’ thoughts and impressions over a certain time period. This self-reporting approach reveals how a product fits into and enhances users’ daily lives.

Kick off user experience research with Figma

No matter where you are in the product development process, FigJam’s research plan template can help you define your research goals. Figma’s research and design templates help you conduct research with user interviews , user personas , card sorting , and Sprig study integration .

With the insights gained from your research, you're ready to design, develop, and prototype engaging user experiences. Use Figma’s UX design tool to:

• Give and receive instant feedback on designs or prototypes—and enjoy real-time collaboration with your team. Figma's Maze integration makes testing prototypes easy.
• Set up design libraries to quickly launch user research projects and improve UX design.
• Easily share assets between Figma and FigJam to help keep your projects moving forward.

To jumpstart your UX research, browse inspiring UX research resources shared by the Figma community .

Now you're ready to roll with UX research!

Go to next section

[1] https://www.nngroup.com/articles/which-ux-research-methods/

[2] https://www.uxbooth.com/articles/complete-beginners-guide-to-design-research/

What Does a UX Designer Actually Do?

As a UX designer, you may find that your first task in a new job is to explain the value you’ll bring to the company and how you’ll do so.

So, what does a UX designer actually do?

In short, UX designers try to make the experience of interacting with products, services, and technology as enjoyable and easy for the user as possible.

This article will dive deeper into this to clearly explain what a UX designer is and what the role involves.

Here’s what we’ll cover:

• What is UX design?
• Tasks and responsibilities

Essential skills for a UX designer

• UX designer job market and salaries
• Key takeaways 
• FAQ about UX designers

What do UX designers do? Let’s find out. Of course, if you want to dive right in, try our free short course .

1. What is UX design?

UX design focuses on the interaction between real human users and everyday products and services, such as websites, apps, and even coffee machines.

It’s an extremely varied discipline, combining aspects of psychology, business, market research, design, and technology.

If you’d like to look at these in more depth, we’ve produced a handy guide to the different areas of UX design .

The term UX, coined by Donald Norman when he worked for Apple as a cognitive scientist, has been around since the early nineties. To encompass all of the different elements that determine how a user feels while interacting with a product, he coined the term “user experience”.

You can dive into the history of UX design in our article on it . If you’re looking for a really in-depth exploration of UX design, then try this UX guide .

Or, you can read a first-person perspective from Ruofei, who went from accountant to successful UX designer.

Since the term came about, UX design has become synonymous with good business; only those products and services that provide a seamless user experience will succeed on the market.

UX design in action

So we know that UX designers are important, and we have a working definition of the term UX, but what does it actually look like in action?

Let’s try an example: Imagine you’re shopping for a pair of shoes online.

You find yourself in the “shoe” category, and there are over three hundred different pairs to browse—great! Then you realize there’s no way to filter the results, meaning you have to scroll through hundreds of unsuitable shoes before you find what you’re after.

You get there in the end and add them to your basket. You’re ready to make a purchase and as a new customer, you have to create a new account.

Ok, no problem—until you see that there are at least ten mandatory fields to be filled in! Buying your shoes on this website is starting to feel like more hassle than it’s worth, so you decide to abandon ship and look elsewhere.

That’s what you call a bad user experience . UX doesn’t only apply to websites, though–any product or service you come into contact with evokes a certain type of experience.

Is it easy to use? Does it enable you to complete your desired tasks with minimum effort? Is it logical and efficient? These are all indicators of a good or bad user experience.

Want to see more examples of it in action? This article offers five real-world examples of great UX design .

Now we’ve established what UX design is, let’s answer the question: What does a UX designer actually do?

2. What does a UX designer do?

The UX designer makes products, services, and technology usable, enjoyable, and accessible for humans.

UX designers tend to work as part of a wider product team and often find themselves bridging the gap between the user, the development team, and key business stakeholders.

Whether designing a new product, coming up with a new feature, or making changes to an existing product or service, the UX designer must consider what’s best for the user and the overall user experience.

As a UX designer, it’s your job to advocate for the end-user or customer.

At the same time, you are also responsible for ensuring that the product or service meets the needs of the business. Does it align with the CEO’s vision? Will it help to increase revenue or retain loyal customers?

Ok, but what kinds of projects can you expect to work on, and what is your role within a company?

On a typical day, a UX designer will likely be designing websites, mobile apps, and software or even designing for voice, AR, and VR devices.

Some UX designers focus on service design rather than tangible products, such as designing the overall experience of using public transport or staying in a hotel.

It is important to be aware that UX designers are not typically responsible for the visual design of a product . Rather, they focus on the user’s journey and how the product is structured to facilitate this journey.

In this video, experienced designer Dee talks you through what a UX designer does:

Tasks and responsibilities 

As a UX designer, you’ll go through each step in the UX design process to ensure that all products are designed with the user in mind. Let’s take a closer look at daily tasks.

• Conducting user research
• Creating user personas
• Determining information architecture
• Creating user flows and wireframes
• Prototyping and user testing

1. Conducting user research

The initial stage in the UX design process is where the research (magic) happens. Generally, a UX designer will get a brief from the client or their manager asking them to do some project research.

Let’s use the fictitious fast food chain “Foodies” as an example. Imagine Foodies approach you because they want to design a new app.

Firstly, it would be the UX designer’s role to combine desk-based and field research to get a full picture of who they are designing for. This might include reviewing what the current website has to offer, interviewing existing users to identify opportunities and pain-points, and doing competitor research to see what else is out there.

These tasks enable the UX designer to pinpoint the core features needed for the Minimum Viable Product (in other words, the first iteration of a product that you’ll release) and to start creating some initial user personas . For Foodies, the core features might be a menu, the ability to make online reservations, and a local branch finder.

In a nutshell, the user research phase is when you scope out the project, identifying exactly who you’re designing for and what the users’ goals and challenges are in relation to the product. You can learn more about the importance of user research and how to do it in this guide or by exploring this set of free UX research tutorials .

2. Creating user personas

Based on extensive user research, UX designers might then create user personas . This is where you delve deeper into what tasks each persona wants to perform and why. Personas are key in the process.

A typical persona for Foodies might be Samantha, a go-getting 20-something who likes eating artisan salads on her lunch break. An example task for her persona might be:

“Samantha likes to pre-order the Moroccan Lamb Salad via the mobile app as it saves her time between meetings.”

Another popular approach that might be used in conjunction with (or as an alternative to) user personas is jobs-to-be-done (JTBD). You can find a full comparison between personas and JTBD elsewhere on the blog .

3. Determining information architecture

Next, you’ll start thinking about the kind of content needed and how it will be structured across the website or app. This is what’s known as information architecture ; working out the most logical layout and organization of the content.

Good information architecture makes sure that the user can easily find what they’re looking for and intuitively navigate from one page to the next without too much thought.

4. Creating user flows and wireframes

UX designers use a range of tools to map out the user’s journey through a product, including user flows and wireframes.

User flows are basic flowcharts that visualize the complete path a user takes when using a product, from the entry point right through to the final interaction. You can learn more in this introductory guide to user flows .

While user flows map out the entire user journey, wireframes provide a two-dimensional outline of a single screen or page. We’ve covered the wireframing process in more detail in another piece —and if you’re keen to get started, you can find a guide to the best free wireframing tools .

5. Prototyping and user testing

With the product layout mapped out, the UX designer will then create prototypes and run some user tests.

A prototype is simply a scaled-down version of your product; a simulation that enables you to test your designs before they get developed. Prototypes range from the simplest of paper models to the more realistic, high-fidelity interactive prototypes which closely mimic the final product.

Testing your prototypes on real users helps to highlight any design flaws before you create the final product. Several rounds of testing could take place before the design is completely right.

Once you know the design is actually meeting users’ needs, the new product is finally ready to go into development.

UX designers also attend sprint meetings, overseeing product development to make sure there aren’t any feature creeps (which often happens in my experience!) and helping to make small refinements to the design as and when necessary.

6. Visual design

You’ll notice that none of the above tasks are concerned with the visual design of the product. While some UX designers will also specialize in visual design, it tends to fall under user interface (UI) design.

So, the final imagery, color schemes , icons , and typography will usually be taken care of by a UI designer. If you’re confused about the difference between the two roles, read our guide explaining the differences between UX and UI design.

One final point to make is that a UX designer’s work is rarely finished after the product launch. There will be refinements, small changes, new releases, feedback to gather and analytics to discuss with the team.

The UX design process is highly iterative, and a career in UX is as much about collaboration and coordination as it is about design.

With such a varied range of tasks, UX designers need a diverse skill set. This includes:

Industry-specific UX designer skills

• Wireframing and prototyping
• Visual communication and UI
• User testing

Crossover skills

• Business acumen
• Research skills and analytics
• Customer service
• Coding and development

Soft skills

• Adaptability
• Communication
• Problem-solving

As a UX designer, it’s important that you can collaborate effectively with those around you—from clients and stakeholders to developers and fellow designers, all the way through to the end user.

Business knowledge also goes a long way in the UX design industry. It’s important to understand both the goals of the company and the needs of the target audience and to align these when coming up with design solutions.

Keep in mind that if you want to be a full-stack designer , you’ll need to cross-train in other specialties by training in web development or UX writing , for example. This is especially true if you work as a UX designer in a startup .

Find out more with our full guide on UX designer skills .

3. UX designer job market and salaries

As we’ve said, good UX has become synonymous with good business because happy users are good for business!

The demand for UX designers has radically increased—and as the tech industry continues to evolve, UX designers are more crucial than ever. This is especially true for UX designers who are on the cutting edge of their field and participating in the trends that keep UX design relevant and necessary.

This demand is also reflected in the overall increase in average UX designer salaries, as the annual salaries listed here, aggregated from Glassdoor and Indeed, show:

UX Design Intern: $60,864 Junior UX Designer: $100,334 UX Designer: $106,896 Senior UX Designer: $139,001 Senior UX Design Manager: $159,856

Get a full breakdown of the UX designer salary in this article .

Clearly, the outlook for a career in UX design is excellent. That said, it can be a very competitive job market. If you want to really stand out in the market, we recommend cultivating a relationship with a UX design mentor and finessing a truly job-winning UX design portfolio .

4. Key takeaways

As you can see, UX is a fascinating, varied, and highly satisfying career path that could take you in many directions. Hopefully, you now have a good idea of what a UX designer actually does and how to explain it to anyone who asks!

If you’re keen to learn more about what it’s like to work in UX, check out the following videos about a day in the life of a remote UX designer and an on-site UX designer , and then we recommend getting in touch with us to find out about how we can take you from complete beginner to a hired UX designer in as little as six months with the CareerFoundry UX Design Program .

• What’s the difference between UX design and UI design?
• 9 of the best UX design portfolio examples from around the web
• A guide to the best UX design bootcamps and how to choose one

5. Frequently asked questions (FAQ) about UX designers

1. What are the requirements to become a UX designer?

The requirements to become a UX designer can vary, but some common qualifications include a bachelor’s degree in fields like interaction design, graphic design, or a related discipline. It’s important to have a solid understanding of UX principles, such as user research, information architecture, and interaction design.

Proficiency in relevant software tools and coding languages can also be beneficial. Building a strong portfolio that showcases your UX design skills and effective communication and collaboration abilities is crucial. Remember to research specific job requirements and tailor your skills accordingly.

2. How to become a UX designer?

To become a UX designer, there are several steps you can take. Start by gaining relevant education, such as earning a degree in fields like interaction design or graphic design. It’s also important to develop a solid understanding of UX principles through self-study or online courses. Building a strong portfolio that demonstrates your UX design skills and problem-solving abilities is essential.

Seek practical experience through internships or freelance projects to apply your knowledge in real-world scenarios. Networking with professionals in the industry and staying updated on current trends and technologies can further enhance your chances of becoming a successful UX designer.

3. Do UX designers get paid well?

UX designers generally have good earning potential. The salary for UX designers can vary depending on factors such as experience, location, and company size. However, on average, UX designers tend to earn competitive salaries. 

According to industry reports, the median annual salary for UX designers is above the national average. Keep in mind that salaries can differ across industries and companies, so it’s important to research specific job postings and negotiate your compensation based on your skills, experience, and the local job market conditions.

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User Research

What is user research.

User research is the methodic study of target users—including their needs and pain points—so designers have the sharpest possible insights to make the best designs. User researchers use various methods to expose problems and design opportunities and find crucial information to use in their design process.

Discover why user research is a crucial part of the design process.

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User Research – Get to know your Users, and What They want

To call user research a crucial part of an interaction design process might seem overly obvious. Indeed, it’s the only way to discover exactly what these users need, having first found out precisely who they are. To set out to generate these facts, you must gather data from your users through a structured approach . First, you must choose methods that 1) suit your research’s purpose and 2) will yield the clearest information. Afterwards—to get the insights you want—you’ll need to interpret your findings from all that data, which can be tricky . You can apply user research anytime during the design process. Typically, researchers begin with qualitative measures, to discover users’ needs and motivations . They might later test their results by using quantitative measures .

“Research is creating new knowledge.” – Neil Armstrong, the First person to walk on the Moon

User research essentially splits into two subsets:

Qualitative research – Ethnographic field studies and interviews are examples of methods that can help you build a deep understanding of why users behave the way they do (e.g., why they leave a website so quickly). For instance, you can interview a small number of users and get sharp insights into their shopping habits by asking them open-ended questions. Usability testing is another dimension of this type of research (e.g., examining users’ stress levels when they use a certain design). Qualitative research requires great care. As it involves collecting non-numerical data (e.g., opinions), your own opinions might influence findings.

Quantitative research – With more-structured methods such as surveys, you gather measurable data about what users do and test assumptions you developed from qualitative research. An example is to use an online survey to ask users questions about their shopping habits (e.g., “Approximately how many items of clothing do you buy online per year?”). You can use this data to find patterns within a large user group. In fact, the larger the sample of representative test users is, the more likely you’ll have a statistically reliable way of assessing the target user population. Regardless of the method, with careful research you can gather objective and unbiased data. Nevertheless, quantitative data alone cannot expose deeper human insights.

We can also split user research into two approaches:

Attitudinal – you listen to users’ words (e.g., in interviews).

Behavioral – you watch their actions through observational studies.

Usually, you can get the sharpest view of a design problem when you apply a mixture of both quantitative and qualitative research as well as a mixture of attitudinal and behavioral approaches.

© Interaction Design Foundation, CC BY-SA 4.0

Leverage User Research Methods throughout Development

Industry-leading user experience consulting organization the Nielsen Norman Group names appropriate user research methods for you to use during your project’s four stages . Here are key methods:

Discover – Determine what’s relevant for users.

Diary studies – Have users log their performance of activities or record their daily interactions with a design.

Contextual inquiries – Interview suitable users in their own environment to find out how they perform the task/s in question.

Explore – See how to address all users’ needs.

Card sorting – On cards, write words and phrases and then let participants organize these in the most meaningful way and label categories to ensure your design is logically structured.

Customer journey maps – Create user journeys to reveal potential pitfalls and crucial moments.

Test – Evaluate your designs.

Usability testing – Make sure your design is easy to use.

Accessibility evaluations – Test your design to ensure everyone can use it.

Listen – Put issues in perspective, uncover any new problems and spot trends.

Analytics – Gather analytics/metrics to chart (e.g.) website traffic and generate reports.

Surveys/Questionnaires – Track how users’ feel about your product/design via these.

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However you approach user research, always consider the pros and cons of each technique . Card sorting is cheap and easy, for example, but may prove time-consuming when you proceed to analysis. Moreover, it might not provide in-depth contextual meaning. The resources available to you are another constraint. These will decide when, how much and which type of user research you can actually do. Therefore, carefully choose only the most relevant method/s for your research . Also, get stakeholders from your organization involved early on . They can reveal precious insights and help keep your research on track regarding business goals. Overall, user research is a valuable way to validate the assumptions the design team makes concerning users in the field , cut the expense of the best deliverables and keep your product’s demand high and ahead of competitors’ in the marketplace.

User research methods have various pros and cons and involve activities ranging from observations of users in context to controlled experiments in lab settings.

Learn More about User Research

For a fuller grasp of user research, take our course here .

See the Nielsen Norman Group’s list of user research tips .

Find an extensive range of user research considerations , discussed in Smashing Magazine.

Here’s a convenient and example-rich catalogue of user research tools.

Questions related to User Research

User Research is a fulfilling career for individuals driven to comprehend user behaviors and work collaboratively with teams. As a User Researcher, you're instrumental in steering teams towards crafting user-centric solutions. If you're intrigued by a career that combines both analytical and creative insights, consider delving into this field. For a comprehensive understanding, explore the User Researcher Learning Path on our platform.

User Researchers are seeing competitive pay in the industry. On average, they can earn from $92,000 to $146,000 annually. In some smaller firms, user research duties might be combined with a broader UX role. To understand how salaries can differ by region or delve into a broader perspective on UX-related pay, check out this detailed guide on UI UX Designer Salaries for 2023 or Glassdoor's breakdown of User Experience Researcher salaries .

While both are integral to the user experience, User Research and UX Design serve different purposes. User Research delves deep into understanding user preferences and needs, paving the way for informed design strategies. In contrast, UX Design is about sculpting a product based on that insight, ensuring it's both user-centric and aesthetically pleasing. 

Sometimes, especially in compact teams, the roles might blur with a designer handling research. Want a comprehensive insight? Dive into User Experience: The Beginner's Guide to explore their interconnected dynamics.

Yes, there is! Think of UX research as a subset of user research. While both focus on understanding users, user research casts a broader net, examining topics like pricing or delivery preferences. UX research, meanwhile, zeroes in on how users interact with a product and their experience doing so. In short, user research looks at broader interactions, while UX research specifically studies product use. To dive deeper, check out our course on User Research Methods and Best Practices .

User research utilizes varied techniques such as usability testing, A/B tests, surveys, card sorting, interviews, analytics analysis, and ethnographic studies. Every approach brings unique insights and is ideal for specific situations. It's essential to choose the proper technique based on your research goals and your audience. Discover these techniques further in 7 Great, Tried and Tested UX Research Techniques . 

For a comprehensive understanding of usability testing, a popular user research method, check out our course on User Research Methods and Best Practices .

While a related degree can be beneficial, it's not strictly required to become a user researcher. Many successful user researchers have degrees in diverse fields like psychology, design, anthropology, statistics, or human-computer interaction. What's crucial is a mix of relevant education, hands-on experience, and continuous learning. Even if some employers might favor candidates with a bachelor's degree, it can be in something other than a UX-focused area. Only some degrees specifically target user research. To strengthen your knowledge, consider courses like Data-Driven Design: Quantitative Research for UX or User Research Methods and Best Practices .

While each user research project is unique, some standard steps guide most endeavors:

Determine the research question.

Choose the proper research technique.

Find participants.

Execute the research.

Evaluate the gathered data.

Share the results.

For a thorough understanding of these steps and more, check out User Research – Methods and Best Practices .

There's a wide array of user research tools to pick from, tailored to your research goals, organizational size, and project specifics. Some popular choices include:

For surveys: Typeform or Google Forms.

Card sorting: Tools like Optimal Workshop, Maze or Trello.

Analyzing user activity: HotJar or CrazyEgg for heatmaps.

Usability evaluations: Platforms like Userlytics or Lookback.

Analyzing qualitative data: Miro or Lucidchart for affinity diagramming.

Crunching numbers: Google Sheets or Microsoft Excel for quantitative insights.

Usability testing on prototypes: Tools like Adobe XD or Figma.

Presenting findings: Use Google Slides, PowerPoint, or Prezi.

These tools often boast extra features to amplify your research.

Dive deeper into their applications with User Research – Methods and Best Practices .

User research is paramount in creating products that align with users' genuine needs and preferences. Instead of basing designs on assumptions, it provides factual insights into how users feel and interact with products. By engaging in user research, designers can spot usability challenges, collect feedback on design ideas, and validate their design decisions. For businesses, this not only refines product offerings but also strengthens brand loyalty and reputation. A standout user experience gives a company a competitive edge and lowers the chances of product setbacks. Dive deeper into the significance of user research in design with Data-Driven Design: Quantitative Research for UX and User Experience: The Beginner’s Guide .

Literature on User Research

Here’s the entire UX literature on User Research by the Interaction Design Foundation, collated in one place:

Learn more about User Research

Take a deep dive into User Research with our course User Research – Methods and Best Practices .

How do you plan to design a product or service that your users will love , if you don't know what they want in the first place? As a user experience designer, you shouldn't leave it to chance to design something outstanding; you should make the effort to understand your users and build on that knowledge from the outset. User research is the way to do this, and it can therefore be thought of as the largest part of user experience design .

In fact, user research is often the first step of a UX design process—after all, you cannot begin to design a product or service without first understanding what your users want! As you gain the skills required, and learn about the best practices in user research, you’ll get first-hand knowledge of your users and be able to design the optimal product—one that’s truly relevant for your users and, subsequently, outperforms your competitors’ .

This course will give you insights into the most essential qualitative research methods around and will teach you how to put them into practice in your design work. You’ll also have the opportunity to embark on three practical projects where you can apply what you’ve learned to carry out user research in the real world . You’ll learn details about how to plan user research projects and fit them into your own work processes in a way that maximizes the impact your research can have on your designs. On top of that, you’ll gain practice with different methods that will help you analyze the results of your research and communicate your findings to your clients and stakeholders—workshops, user journeys and personas, just to name a few!

By the end of the course, you’ll have not only a Course Certificate but also three case studies to add to your portfolio. And remember, a portfolio with engaging case studies is invaluable if you are looking to break into a career in UX design or user research!

We believe you should learn from the best, so we’ve gathered a team of experts to help teach this course alongside our own course instructors. That means you’ll meet a new instructor in each of the lessons on research methods who is an expert in their field—we hope you enjoy what they have in store for you!

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How to become a UX researcher (and what UX researchers actually do)

The UX design process usually begins with the UX researcher. Find out what the job entails and learn valuable advice on how to become a UX researcher.

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Successful user satisfaction relies on the skills and expertise of capable UX researchers.

If you’ve ever wondered about a career that combines detective work, problem-solving, and a passion for improving user experiences, then working as a user experience (UX) researcher might be the path for you. In this comprehensive guide, we’ll explore how to become a UX researcher, the ins and outs of the role, and the skills and knowledge required to excel in this field.

What is a UX researcher?

A UX researcher shapes user experiences by meticulously gathering and analyzing user data. Picture them as the detectives of the user experience realm, searching for clues and reviewing evidence to understand user needs and preferences.

Through research methods like surveys, interviews, and usability tests, they delve into users’ psyches to extract actionable insights. This information is invaluable and informs the UX design process by bridging the gap between user expectations and product functionality. By grounding design decisions in evidence and research, UX researchers ensure that end products resonate with users, leading to more intuitive and satisfying user experiences.

What makes a good UX researcher?

UX researchers are integral to creating user-friendly products that fulfill consumer desires and exceed expectations. To succeed in the role, these professionals must possess particular traits and skills. Here are some essential qualities required for the position.

Attention to detail

Successful UX researchers must have a keen eye for detail to analyze and interpret data accurately and thoroughly and draw meaningful conclusions. Attention to detail is particularly important during testing phases, when even the most minor details and patterns could impact user satisfaction.

For example, UX researchers should be able to spot visual issues in processes like kerning — or adjusting the spacing between individual letters to create a more visually appealing result. These focused observations guide design improvements and ensure the end product is user-friendly and intuitive.

Assertive listening and communication

Listening actively and assertively is crucial for your work as a UX researcher. Beyond being generally helpful in the workplace, strong communication skills specifically support the multiple steps in the UX research process.

Asking the right questions during interviews and surveys and listening for and understanding users’ needs and desires — even when unspoken — are key. For instance, if a participant expresses difficulty with a feature during usability testing, assertive listening helps the researcher notice their struggle and probe further.

Effective communication also enables you to convey your findings to the design and management teams clearly and concisely.

Analytical and critical thinking

UX research often involves complex datasets, so a highly analytical mindset will be beneficial. You’ll need to evaluate data, spot trends, and identify pain points in the user journey. A critical mindset will help you question assumptions and challenge established ideas.

Creativity is also important, as researchers must be able to think outside the box to design research studies that provide valuable insights. For example, when examining user behavior data, a UX researcher would detect subtle shifts in usage patterns that may indicate a design flaw or a new user need.

What does a UX researcher do?

On a practical level, a UX researcher’s daily tasks are diverse and encompass a range of responsibilities, all serving to reveal insights into the user’s needs and inform design choices.

Here are some of the primary tasks in the UX research process:

• Analyzing data and gathering feedback. UX researchers collect and assess data from various research methods such as surveys, user interviews, and usability tests. This data serves as the foundation for developing user personas that direct design decisions.
• Recruiting end users for research studies. End users are the individuals who participate in studies during the UX research process. UX researchers seek volunteers who are willing to offer insights and feedback on new product features and designs. This recruitment may involve reaching out to personal networks, posting study ads on relevant online communities, and offering incentives to participate, like gift cards or cash rewards.
• Presenting insights to the UX design team. A critical aspect of the UX research process is sharing insights with the UX design team. After gathering and analyzing data, the researcher must present their findings in a concise and straightforward way using effective visualization tools so developers can incorporate feedback into future iterations of the product.
• Supporting the project strategy. UX researchers must work closely with the product team to help shape the overall project strategy. This involves deciphering user behaviors and communicating them to collaborators in a way that aligns with the team’s development approach.
• Maintaining the learning process. Staying up to date with the latest UX research techniques and tools is crucial as the field continually evolves. Researchers must constantly learn from user feedback about their information-gathering process and adapt their research methods as necessary for smooth operations.

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UX researchers and their backgrounds

If you lack experience in research design or any of the above-mentioned areas, you can still embark on a career in this field.

UX researchers come from various and sometimes seemingly unrelated educational backgrounds, such as psychology, marketing, sociology, anthropology, and more. Educational diversity enriches perspectives and contributes to a broad understanding of end users and their needs.

UX researchers with backgrounds in psychology, for example, might bring valuable insights into human behavior and motivation. In contrast, those with marketing backgrounds could excel in understanding user preferences and market trends.

7 steps to become a UX researcher

Understanding the characteristics and responsibilities of a UX researcher is the first step in pursuing a career in this field. Ready to dive in? Here are the next steps to becoming a UX researcher.

1. Nurture your UX knowledge

Immerse yourself in UX-related publications, books, blogs, and online courses. Keep up with the latest trends and best practices in UX, UI design, and related areas so you’re prepared to speak with authority and intelligently answer job interview questions. You can also attend industry events and conferences to learn directly from experts. This industry knowledge will help you better comprehend the grand objective behind the UX research process .

2. Consider your educational background

While optional, a degree in fields such as psychology, sociology, or human-computer interaction is often beneficial to preparing for a UX research career. You can also pursue UX certifications and bootcamps , which will directly help you gain practical industry-related skills in UX that are in demand today.

3. Hone your technical and soft skills

UX researchers rely on specific technical skills, such as conducting qualitative research or creating user journey maps to help evaluate user experience effectively. You can develop these capabilities through online courses, workshops, and personal projects.

Also, focus on developing soft skills such as analytical thinking and problem-solving, which will help you understand user needs effectively.

4. Practice using UX research tools

Familiarize yourself with the current UX tools commonly used in UX research, such as user testing platforms, survey software, and data analytics tools. Proficiency in these resources is essential for effective research and analysis. The tools you’ll rely on to create user-centric designs change continuously, so staying up to date with the latest in the industry is vital.

5. Gain practical experience

Nothing can replace hands-on experience in preparing you for a successful career as a UX researcher. Take on as many research projects as possible to gain exposure, even if they’re personal or volunteer-based. This practical experience will help you hone your skills and build a portfolio to impress potential employers as you apply for UX researcher positions.

6. Build a professional network

Networking is vital to success in any field. Attend UX conferences, join UX research organizations, and connect with other professionals on social media to broaden your reach. For further involvement, join industry groups and UX forums to ask questions and interact with like-minded individuals. Maintaining a solid network can open doors to job opportunities and collaboration, so strive to nurture those connections for long-term professional relationships.

7. Polish your resume and portfolio

Your resume and portfolio are your calling cards in the job search process. Make sure these materials showcase your skills, most impressive projects, and accomplishments to highlight your expertise in UX research. Keeping these documents well-structured and visually appealing helps ensure you appear professionally polished to recruiters and interviewers.

Step into a UX research career with Webflow

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• UX Research Methods and Techniques [2024 Guide]

UX Research Methods and Techniques

Explore 16 of the most common quantitative and qualitative methods for making informed decisions and generating actionable human insights

Introduction to UX Research Methods

What are ux research methods.

UX research methods are the family of experimental protocols design teams use to study users and test prototypes. They include everything from simple interviews to specialized scorecards, and can be either moderated (ex. interviews) or unmoderated (ex. surveys).

While conducting UX research should generally be left to experienced designers, every member of a Design Thinking team can benefit from a deeper appreciation of the established techniques and rich insights they provide.

What are the types of UX Research methods?

For the sake of simplicity, this guide categorizes common UX research methods into three types based on the data they commonly provide: Quantitative, Qualitative, or Mixed.

Quantitative UX Research Methods Best for benchmarking, prioritization and forecasting

Qualitative UX Research Methods Best for modelling user experiences and inspiring ideas

Mixed UX Research Methods Can be used to deliver both quantitative and qualitative data

The UX Research Methods Matrix

X-dimension: situation vs solution.

The X-dimension separates methods based on what they are typically used to study: Either the situation as a whole (like a literature review or diary study), or the solution being created (like concept testing or an intercept survey). UX research methods are leveraged throughout the complete project cycle — they don’t end when the interviews are over.

Y-Dimension: Qualitative vs Quantitative

The Y-dimension separates methods based on the type of data they typically output: Either more qualitative (like focus groups or concept testing), or more quantitative (like user surveys or A/B testing). Relying on only one type of data can be dangerous: Robust research projects should include a mix of both, as they provide different perspectives on the experience.

Which UX Research Methods should I use?

Typically, UX research methods are stacked together to create an overall UX research plan . That means that the selection of your methods is based on what stage of the plan you are in, and what questions you need to answer. Keep the following factors in mind as you browse the guide:

Three factors to consider when selecting a research method

• Questions: What do we need to find out specifically?
• Resources: How much time/talent/budget do we have?
• Risk tolerance: What are the risks of incorrect assumptions?

If it doesn’t agree with experiment, it’s wrong.

Qualitative UX Research Methods

Qualitative UX Research Methods are powerful sources of inspiration. They bring the voice of the customer directly into the design process, and answer critical questions about the goals and behaviors that solutions can support.

UX research methods in this section:

• User interviews
• Focus groups
• Diary studies
• Literature review
• Participatory design
• Remote walkthrough

User Interviews

User Interviews are the bread and butter of qualitative UX research methods. When designing user-centered solutions, there is no substitute for speaking with real users. While user interviews can take many forms and can integrate multiple methods (such as card sorting and concept testing), the quality of any interview is determined by the quality of its questions.

When planning user interviews, extreme care must be taken to develop questions that are most likely to make interviewees comfortable and actively engaged. If you have ever conducted user interviews before, you will appreciate how difficult this can be in formal settings.

User interviews help to answer

• Who are our primary and secondary personas?
• What do they think and do? Say and feel?
• What are their major pains and gains?
• Who else should we be talking to?

Focus Groups

Focus groups are like user interviews conducted with a group of 5-10 people at once. While they can help expedite the research process , they require significant planning and expert moderation to conduct effectively. Because of this, focus groups are typically conducted by research firms experienced at building group discussion guides that balance personalities and ensure all participants are able to share their feelings openly and evenly.

Focus groups help to answer

• What do teams think about a topic/solution?
• What information gaps exist in the field?
• Which disciplines should we be talking to?
• Does our messaging spark controversy? Conversation?

Diary Studies

Diary studies are an ethnographic UX research method that provide rich qualitative insights. The basic premise of a diary study is to ask potential users to record their experiences in a diary, which is then collected by researchers upon completion.

Diary studies can be recorded as guided journal entries or photo essays, and typically aim to describe a “ day in the life ” of a particular person. Diary studies add a level of realism that can’t be achieved in controlled settings, and are a great way to gain the type of detailed insights that inspire genuine innovations. Note that due to their revealing nature, protecting user privacy is especially important to consider with this method.

Diary studies help to answer

• What does a typical day look like?
• Who do our users rely on and when?
• When/where do our users engage with us?
• What other factors influence the experience?

Literature Review

Also called secondary or desk research, Literature Reviews are a method for exploring available information to gain context about a specific domain. While the rigor required varies with every solution, every design project is likely to benefit from at least a cursory review of existing research. When conducting literature reviews, it is critical to consider the credibility and bias of the source. Government statistics and peer-reviewed publications are typically the most robust sources, with surveys, articles and other sources requiring additional caution.

Literature reviews help to answer

• What cultural trends are influencing our users?
• How has our demographic evolved over time?
• What does science say about the unmet need?
• How are other related solutions experienced?
• What else do we know about our users?

Participatory Design

Participatory design is when teams integrate one or more users directly into their design process. This can be particularly helpful when designing enterprise solutions for specific roles, where deep domain knowledge is needed to appreciate the complexities of required tasks. It also helps to create external “champions” of the solution, who will then help train users and improve adoption.

While the benefit of having instant access to real user feedback can help remove bias and align teams, it is not without risks. The power of user personas is that they represent the collective goals and behaviors of target groups. Relying on n=1 comes with risks.

Participatory design helps to answer

• What would the user do/think?
• What challenges a decision cause?
• Which feature is most important?
• How do these experiences compare?

Remote Walkthrough

A remote walkthrough, also called a Touchstone Tour or simply “shadowing”, puts users in the driver seat as they walk design teams through their environment. For example, if you were designing a new video editing application, you may recruit current video editors to walk you through their daily tasks within the software. Thanks to modern video conferencing tools like Slack or Zoom, it’s easy to conduct and record remote walkthroughs alongside other ux research methods.

Remote walkthroughs help to answer

• What tasks are required to complete their goals?
• How do users complete these tasks?
• What UX challenges do they face along the way?
• Do they use any shortcuts? Customizations?
• How comfortable are users in their environment?

Quantitative UX Research Methods

Today, digital “desire lines” are everywhere — but only if you know where to look. Whether you are improving an app used by millions, or building a service for select specialists, being able to parse big data into actionable insights is a mandatory skill for all UX researchers.

• Behavioral analytics
• User surveys
• Intercept surveys
• Click tracking
• Eye tracking
• A/B testing

Behavioral Analytics

Behavioral analytics help model how users are engaging with an existing system or solution. The process of determining which metrics are the best proxy for the experience, and what the current data says about the solution, is where this UX research method shines.

Typically, the analysis is completed by a core research team and shared with the broader cross functional team during design thinking workshops to inform and inspire ideas. Common behavioral metrics include bounce rate, conversion rate, time to completion, time on task, or other digital/physical desire lines.

Behavioral analytics help to answer

• Where are our users coming from?
• Are they finding what they want?
• How long are they spending with us?
• What do they search for most?
• How often do they engage with us?

User Surveys

Surveys are an established research method adopted by myriad disciplines to collect hard data from groups of people. Data are then analyzed by statistical methods to generate “significant” insights that are unlikely to be due to chance. The power to discern signal from noise is the product of the size of the survey sample: The more people you ask, the more confident the statistics will be.

Like user interviews, the quality of a user survey relies on recruiting the right people and asking the right questions. But unlike interviews, these questions need to be formatted in a way that can be answered using a sliding scale or multiple choice — at least until natural language processing simplifies the analysis of free-text responses.

User surveys help to answer

• Who are our users?
• What challenges do they face?
• What goals and behaviors do they share?
• Where should we focus our design efforts?
• What do they think about a situation or solution?

Intercept Surveys

Intercept surveys, also called feedback surveys, are a simplified form of user survey deployed in the wild where interactions occur. Intercept surveys are commonly found on websites and in emails, and can be as simple as asking “Was this information helpful?”. In practice, intercept surveys are best when limited to only a single question that is easy to understand and effortless to answer.

Intercept surveys help to answer

• What are the biggest challenges users face?
• Where does the experience go wrong?
• Why are users dropping off at this point?
• How is our current solution being received?

Click Tracking

Click Tracking is a specialized ux research method that lets designers observe and analyze everywhere users click or tap when visiting a website. While digital marketers have been using scroll depth and CTA conversion rates for years, modern click-tracking tools like HotJar can now passively record real user visits and generate cumulative heat maps for your pages. These heat maps show where users are (and aren’t) clicking. In fact, HotJar will automatically generate three different layers of heat maps to capture all clicks, moves and scrolls. Together, these session-tracking maps help designers present findings to stakeholders and improve on-page conversions.

Click tracking helps to answer

• Is this button/content getting lost?
• Are users trying to click the wrong thing?
• How are users engaging with our pages?
• What effect did this design update have?

Eye Tracking

Eye tracking is a specialized UX research method that records where your test users are looking — not just where they scroll or click to. Unlike click tracking which can be installed on a live website, eye tracking studies require controlled settings with user opt-in. In the past, eye tracking was prohibitively expensive due to the technology required; however, accurate, webcam-based tools like Real Eye have greatly reduced the barrier to entry.

Today, eye tracking studies are frequently used as a form of unmoderated usability testing that participants can complete on their own time. This dramatically simplifies the logistics and reduces the guesswork in major decision decisions.

Eye tracking helps to answer

• Where do users look first?
• What design is more attractive?
• Is our message being missed?
• Are we confusing our users?

A/B Testing

A/B Testing is a data-driven way to determine which of two (or more) options is the most effective at achieving a specific goal. A/B testing is used in a variety of industries, especially in digital marketing, where optimizing conversion rates is of critical importance. In user experience design , A/B testing can be used to optimize specific aspects of an existing solution, or to determine which of two designs to pursue.

A/B testing helps to answer

• What experience converts best?
• How can we optimize the experience?
• What direction should we pursue?
• What do our users prefer?

Mixed UX Research Methods

Mixed UX Research methods can be used to generate human insights and hard data . They allow for both direct observation of user behaviors, while also generating data that can be subject to statistical analysis.

UX research methods described in this section:

• Heuristic evaluation
• Concept testing
• Tree testing
• Card sorting
• Usability testing

Heuristic Evaluation

Heuristic evaluation is effectively a “pragmatic review” of a user experience by design experts. When applied formally, it uses a point-based scoring system akin to those used to judge athletic performances (like gymnastics or diving). Using predefined criteria and scorecards helps to reduce bias and make scalable decisions in situations where direct usability testing is not possible or necessary.

Of course, the quality of a heuristic evaluation is determined by the experience of the reviewers, and their ability to make unbiased judgements from a user’s point of view. Having a validated set of personas helps improve the output of a heuristic evaluation, and the same interfaces can (and should) be reviewed from the perspective of multiple user personas.

Web users ultimately want to get at data quickly and easily.

Heuristic evaluation helps to answer

• Which design is more user friendly?
• How much have we improved our UX?
• Do we need to redesign this solution?
• What quick wins can we start with?

Concept Testing

Concept testing is exactly that: Testing concepts/prototypes with users to see what they say. Concept testing is common when developing marketing campaigns or other mass-market creative ideas where it is difficult or impossible to predict how people will respond. Concept testing and usability testing are quite similar in this sense; however, concept testing is concerned with deciding which concept (or “big idea”) to pursue, while usability testing is conducted with high-fidelity designs to validate decisions or make minor improvements. Concept testing is commonly integrated with other techniques to streamline the research efforts, and can use card sorting and scorecards to support data-informed decisions.

Concept testing helps to answer

• What tasks are required to complete a user’s goal?

Tree Testing

Tree testing is a specialized UX research method for assessing how intuitive an information architecture is. In its simplest form, tree testing involves watching users interact with a prototype menu within a controlled setting (i.e., no content or visuals included, only the menu itself).

By prompting users to complete specific tasks by clicking through the menu (ex: Where would you go to find X or do Y), researchers can see how their architecture relates to their user’s mental models. This allows teams to optimize critical structural elements early in the design process, avoiding more expensive updates downstream.

Tree testing helps to answer

• Is our information architecture intuitive?
• Are we using the right labels?
• Where are users getting lost?
• Which sitemap is more effective?
• How can we optimize click depth?

Card Sorting

Card sorting is a fundamental UX research method applied throughout the design process . In essence, card sorting is exactly that: Sorting a stack of cue cards that have words on them into piles that make sense to the sorter. For example, you may have a stack of 30 cards with the names of different foods on them.

If you asked someone to sort them into piles according to their most vs. least favorite items, you would learn more about their preferences than if you simply asked them their favorite foods. This basic card sorting theory can be applied to any situation, and augmenting the prompts and piles lets UX researchers answer a variety of questions about the opportunity.

Card sorting helps to answer

• How do our users think about this domain?
• What items belong together? Apart?
• What navigation will work best?
• Where will they look for this content?
• Which experiences should we prioritize?

Usability Testing

Usability testing is used to assess how user friendly a higher-fidelity prototype is with your target users. Usability tests are typically used later in the design process, before shifting to the Implementation step of the design thinking process. Usability testing is conducted similar to other ux research methods such as Tree Testing or Card Sorting, where users are asked to complete specific tasks within a controlled environment. Because usability testing is performed with fully functional prototypes (or the minimum viable product), UX researchers are able to benchmark quantitative metrics such as Time to Completion (TTC) in addition to other qualitative metrics. This makes usability testing a powerful tool for demonstrating business impact and deciding what areas to work on in future updates.

Usability testing helps to answer

• How user friendly is our solution?
• How much time/effort does our solution save?
• What impact can we expect our solution to have?
• What should we focus on in the next release?

So what are UX research methods?

UX Research methods describe the established protocols and best practices designed to help teams understand users and improve real experiences . They range from simple surveys to rich ethnographic field studies, and furnish teams with the actionable insights they need throughout the development process.

While UX research methods were once confined to specialized labs, the rise of cloud-based solutions has dramatically simplified the methodologies and reduced the overhead. Today, teams of all sizes can leverage UX Research methods to improve their solutions

UX Research Methods

• Describes set of research protocols and best practices
• Used to study both users, situations and solutions
• Output quantitative or qualitative data
• Helps develop personas and optimize prototypes
• Support end-to-end Design Thinking process
• Major methods include User Interviews, Usability Testing, Card Sorting, Surveys and Behavioral Analytics

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What is Perplexity AI and how can you use it in the design process?

What is Perplexity AI and how does it work? Is Perplexity AI better than ChatGPT? How can you use it in the design process? Learn all you need to know here.

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Launched in 2022, Perplexity AI is transforming what it means to browse the web. 

The traditional search experience goes something like this: you type your question or query into Google, scroll through a list of results (including ads and sponsored posts), click through to any that look promising, and scan a few articles until you’ve found the answer you’re looking for.

With Perplexity AI, you enter your prompt or question, hit ‘send’, and get a custom response in seconds—complete with citations and sources. Perplexity AI basically searches the Internet and summarises what it finds, saving you a great deal of time and effort. 

This has huge potential for the field of UX design, especially when it comes to conducting research, competitor analysis, and seeking out inspiration, industry insights, and best practices.

But is this AI tool all it’s cracked up to be? What exactly is Perplexity capable of, how does it stack up against ChatGPT, and does it have a valid place in the UX design process?

Let’s investigate.

What is Perplexity AI and how does it work?

Perplexity is an AI-powered search engine. It acts as a bridge between you and the Internet, taking your question or query and generating a custom answer based on the information it finds on the web. 

Perplexity AI is designed to completely streamline and personalise the experience of searching for information online. As described on the Perplexity website, it’s like having “a really smart friend who can quickly find and summarise information for you from all over the Internet.”

To use Perplexity AI, you type your question or search query into the text box, for example: “Best plant-based protein sources” (just as you would if you wanted to search Google or a similar search engine).

Perplexity then searches the Internet and generates an answer based on multiple sources across the web. It also shows you the top sources available on this topic, provides in-line citations so you can see where each fact or piece of information came from, and suggests a list of related questions or searches. Click on any of these related topics and Perplexity AI will generate another answer accordingly.

[GET CERTIFIED IN UX]

What is the technology behind Perplexity AI?

Perplexity AI uses Natural Language Processing (NLP) to understand user queries and the context surrounding them. It also uses large language models (LLMs) like GPT-4, Claude, and its own proprietary models to generate human-like responses and summaries based on the information it finds online. 

If you have a Perplexity Pro account, you can customise your account settings to choose which AI models are used for certain functions. For example, under the ‘AI model’ setting, you can choose from a range of options including Default, Experimental, GPT-4, Claude, and Gemini Pro.

What can Perplexity AI do? Key features

Perplexity AI is an all-powerful search assistant. It can answer questions, help you conduct research, generate new text content in different formats (e.g. code, emails, lists, and poems) and summarise articles and web pages. 

We’ll explore some specific use cases a bit later on. First, let’s briefly introduce Perplexity AI’s key features. 

The following features are available with the free version of Perplexity AI:

• Search: This is Perplexity AI’s core functionality. Enter your question, prompt, or query and the AI will generate a custom answer based on a variety of sources across the web.
• Focus: When entering a query, you can use the Focus feature to determine what kind of sources you want the AI to consult. For example, you can select ‘All’ to search the Internet in its entirety, or select ‘Academic’ to focus your search on published academic papers. If you just want the AI to generate a response without searching the web, set the Focus to ‘Writing’. 

Threads and Collections: A Thread refers to a back-and-forth conversation you have with Perplexity. If you search for plant-based protein sources, then ask follow-up questions, that counts as one Thread. You can create Collections to store and organise related Threads, accessible via the ‘Library’ tab.

Discover: The Discover tab houses a built-in news feed, showcasing the latest news items and articles. Click on an article of interest and it’ll open up within the Perplexity AI interface.

Pro Search: Fine-tune your search for more precise results and in-depth topic exploration. You might use the Pro Search feature to plan a trip, for example. The AI will ask follow-up questions to learn more about your interests and requirements before generating a response. You can conduct up to five Pro Searches with a free Perplexity account. If you’ve got a Perplexity Pro account, you can do up to 600 Pro Searches per day.

The following features are available with a paid Perplexity Pro account:

• Image generation: With Perplexity Pro, you can enrich the AI’s response to your search queries with custom-generated images. However, bear in mind that Perplexity’s image-generation capabilities aren’t on par with tools like Midjourney and DALL-E. You won’t be able to generate an image from a text prompt; rather, you have to enter your search query first, wait for the response to finish generating, then select ‘Generate Image’. As such, the image generation function only works within the context of a specific question or search query.
• File and image upload: You can upload PNG, JPEG, and PDF files to accompany your question or query. You might ask Perplexity AI to summarise a PDF file, for example. 

Is Perplexity AI better than ChatGPT?

Perplexity AI is better for conducting research. With access to the Internet, it can analyse a variety of sources to generate custom answers based on up-to-date information. It also includes in-line citations to show you where the information came from. 

But, when it comes to conversational flow and generating unique content, ChatGPT still comes out on top. 

Ultimately, whether you choose Perplexity AI or ChatGPT (or a combination of both) depends on your goals. If you want to streamline the process of conducting research and learning about different topics, or want a more personalised search experience, Perplexity AI would be your tool of choice. If you want help with ideation and content generation in a variety of formats, ChatGPT would likely still be your go-to. 

Both tools offer free plans, so you don’t necessarily need to choose one or the other. It’s worth experimenting with both ChatGPT and Perplexity side-by-side to figure out which tool is best suited to various tasks. 

With that, let’s consider how UX designers can use Perplexity AI. But first: a quick tutorial on how to get set up.

Getting started with Perplexity AI 

Getting started with Perplexity AI is straightforward. Simply navigate to the Perplexity AI homepage and click the ‘Sign Up’ button to create a free account. 

It’s also possible to use Perplexity AI without an account. Just bear in mind that you won’t be able to organise your Threads or create any Collections for future reference. 

How much does Perplexity AI cost?

You can use Perplexity AI for free or sign up for a Pro account for $20 per month. Here’s what’s included with each plan:

How to use Perplexity AI in the design process: prompts and examples for designers

Want to supercharge your UX workflow? Here are five ways to leverage Perplexity AI throughout the UX design process .

1. Draft interview and survey questions with Perplexity AI

If you want to conduct effective user interviews as part of your UX research, or send out user surveys , you’ll need a strong set of questions. With the Focus feature set to ‘Writing’, you can use Perplexity to generate a list of suitable questions to include in your research. Here’s how:

Step 1: Navigate to the Perplexity homepage and set the Focus to ‘Writing’. 

Step 3: Press the → button to run the query and generate a list of questions. The output will look something like this:

Step 4: Use the ‘Share’ button to share the questions with your team for review, or use the ‘Copy’ function to copy-paste them into a separate doc. If you’re not happy with the output, try a follow-up prompt.

2. Use Perplexity AI to conduct competitor research 

Perhaps you want to kick-start your next design project with some competitor analysis. With its advanced research capabilities, Perplexity AI can be a great help here. 

Consider using it to identify your main competitors and compare their main features. This is useful for highlighting gaps in the market and getting inspiration for your own product. 

Let’s give it a go, continuing with our plant-based recipe app example. 

Step 1: We’ll start by identifying the top 10 competitors. Type your request into the designated search box, providing relevant context. For example: I’m designing a plant-based recipe app and would like to conduct some competitor research. Can you identify the top ten competitors in this space (the most popular plant-based recipe apps or websites on the market) along with their key features and value propositions? Please present the results in a table.

Here’s the response we get from Perplexity AI:

Step 2: Next, we’re going to ask Perplexity to create a feature matrix so we can easily compare what our competitors are offering. Continuing in the same Thread, type your request as follows: Please can you create a detailed feature matrix, comparing what each competitor offers in terms of functionality and features?

In addition to the feature matrix, Perplexity gives a written summary of the main features found across the top plant-based recipe apps and websites. This provides a great starting point for generating your own feature list and coming up with unique features that will help you differentiate.  

[GET CERTIFIED IN PRODUCT DESIGN]

3. Analyse your competitors’ reviews and online mentions

Here’s another Perplexity hack to level up your competitor research: use it to read and summarise user reviews online. 

This is a quick way to gain insight into what users are saying about your competitors, helping you identify your target users’ pain-points and frustrations. Let’s give it a go. 

Step 1: Start a new Thread and make sure the Focus is set to ‘All’. Choose the first competitor you want to focus on and prompt the AI to analyse online reviews. If you’re analysing an app, prompt the AI to look at app store reviews, like so: Please can you analyse app store reviews for the Oh She Glows plant-based recipe app and summarise the main positives and negatives that users mention?

This gives us the following output—a list of the positives and negatives, with in-line citations linking to the original source.

Step 2: Next, we can use Perplexity AI to search Reddit for user mentions of specific apps and websites. Start a new Thread, set the Focus to ‘Reddit’, and enter your prompt. For example: Can you search for any mentions of the following websites/apps and summarise them into positives and negatives? Rainbow Plant Life, It Doesn’t Taste Like Chicken, Cookie & Kate.

Again, we get a summary of any positive and negative mentions of the websites we specified, together with links to online sources (in this case, relevant Reddit threads):

The effectiveness of this technique ultimately depends on how well-known your competitors are, and whether there are enough reviews and mentions online to provide insight into user sentiment. But, as with any AI hack, it’s a good springboard from which to kickstart your competitor research—not an all-encompassing solution. 

4. Research design patterns, guidelines, and best practices

With Perplexity AI on hand, you can quickly research any topic, expand your knowledge, and access information and best practices to help you in your work. Let’s consider some different prompts you might use to make the most of Perplexity’s research and knowledge-summarising capabilities.

Step 1: Let’s say you’re designing a mobile app and want to learn about card design best practices. Open a new Thread, set the Focus to ‘All’ (so Perplexity searches all sources on the web), and type something like: Can you tell me about card design for mobile apps, with best practices and examples?

Perplexity gives you a concise bullet-point summary based on a variety of blog posts, together with familiar examples:

Step 2: Based on the specifics of your project, you could then ask a follow-up question such as: How could I use card design when creating the UI for a plant-based recipe app?

Step 3: Let’s try another example. This time, you want to make sure that the product you’re designing is both accessible and inclusive. In a new Thread, try a prompt such as: I’m designing a mobile app and I want to make sure it’s as accessible and inclusive as possible. Can you create a checklist I can run through when designing my app? Within seconds, you’ve got an overview of various factors you should consider, together with links to external sources if you’d like to learn more.

[GET CERTIFIED IN UI DESIGN]

5. Use Perplexity AI to find and compare tools

Need to find the best UX design tools for a particular task, or the best software to help your team be more efficient? Use Perplexity AI to compare different options and find the most fitting tool for the job.

Step 1: Open a new Thread, with the Focus set to ‘All’. Then enter your prompt depending on the tools you’re looking for. For example: I’m looking for a new prototyping tool to help my UX design team work more collaboratively. We’re a distributed team who works remote. Can you help me compare the best prototyping tools around, comparing factors such as price, pros and cons, and key features?

Step 2: Perplexity gives you a straightforward list of recommended prototyping tools , but you might find it easier to compare the results in a table. If so, follow up with this prompt: Can you present the results in a table please for ease of comparison?

Note that, in this example, Perplexity only compares three tools. In such cases, you’d want to click on one of the suggested sources to find a more comprehensive tool comparison. 

This example also highlights an important point regarding accuracy and reliability. Perplexity suggests InVision as a prototyping tool worth considering—but, at the time of writing, InVision is in the process of shutting down (with all InVision services planned to be closed by the end of 2024). As such, this isn’t a great suggestion for someone looking for a new tool. A good reminder to verify, fact-check, and do your own research when using AI.

The takeaway 

Perplexity AI is an incredibly powerful research tool. It can analyse online journals, web pages, and articles in seconds, summarise key information, and generate a custom response to any question or prompt. 

This can help to streamline many different aspects of the UX design process—from identifying and analysing competitor products, drafting user interview and survey questions, quickly getting to grips with specific UX design principles , finding and comparing tools, summarising UX industry trends , and much, much more. 

So what’s our final verdict on Perplexity AI and its role in the design process?

This is an AI tool well worth getting to grips with. Experiment with different prompts and use cases throughout your workflow to figure out when and where it’s most useful. And, as is the case with any AI tool, treat Perplexity as a super-smart assistant—not as a replacement for your own human knowledge, empathy, and better judgement. 

Discover more AI tools for designers

If you enjoyed learning about Perplexity AI, we can recommend the following:

• What is Gemini AI and how can you use it to become a better UX designer?
• The top 8 AI tools for UX designers
• Will AI replace UX designers?

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Cosima has been an editor at SmashingMag since 2013. Whenever she’s not writing articles for the weekly Smashing Newsletter , she’s probably working on a … More about Cosima ↬

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Struggling to keep our inboxes under control and aim for that magical state of inbox zero, the notification announcing an incoming email isn’t the most appreciated sound for many of us. However, there are some emails to actually look forward to: A newsletter, curated and written with love and care , can be a nice break in your daily routine, providing new insights and sparking ideas and inspiration for your work.

With so many wonderful design newsletters out there, we know it can be a challenge to decide which newsletter (or newsletters) to subscribe to. That’s why we want to shine a light on some newsletter gems today to make your decision at least a bit easier — and help you discover newsletters you might not have heard of yet. Ranging from design systems to UX writing , motion design, and user research , there sure is something in it for you.

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21 UX case studies to learn from in 2024

UX case studies are the heart of your design portfolio. They offer a peek into your design process, showcasing how you tackle challenges, your methods, and your results. For recruiters, these case studies serve as a metric for evaluating your skills, problem-solving abilities, and talent.

If you’re considering creating your own UX case study in 2024 but don’t know where to start, you’re in the right place. This article aims to inspire you with 21 carefully hand-picked UX case study examples, each offering valuable lessons.

But before we dive into these examples, let’s address a question that might be lingering: Is a UX case study truly worth the effort?

Is it worth creating a UX case study?

The short answer is yes.

Remember how in math class, showing your workings was even more important than getting the correct answer? UX case studies are like that for designers. They are more than just showcasing the final product (the polished website or app); they detail the steps taken to get there (the research, user testing, and design iterations). By showing your design process, you give potential employers or clients a peek into your thought process and problem-solving skills.

A well-laid-out case study has many benefits, including the following:

Building credibility

As case studies provide evidence of your expertise and past successes, they can build credibility and trust with potential employers or clients.

Educational value

By showing your design process, you provide valuable insights and learnings for other designers and stakeholders.

Differentiation

A compelling case study can leave a lasting impression on potential recruiters and clients, helping you stand out.

Iterative improvement

A case study is like a roadmap of each project, detailing the highs, lows, failures, and successes. This information allows you to identify areas for improvement, learn from mistakes, and refine your approach in subsequent projects.

Now that you know why a stand-out case study is so important, let’s look at 21 examples to help you get creative. The case studies will fall under five categories:

• Language learning app
• Learning app
• Travel agency app
• Intelly healthcare app
• Cox Automotive
• Swiftwash laundry
• Wayfaro trip planner
• New York Times app redesign
• Disney+ app redesign
• Fitbit redesign
• Ryanair app redesign
• Forbes app redesign
• Enhancing virtual teaching with Google Meet
• Airbnb’s global check-in tool
• Spotify home shortcuts
• AI-powered spatial banking for Apple Vision Pro
• Sage Express

In this section, we’ll explore case studies that take us through the complete design journey of creating a digital product from scratch.

1. Language learning app

If you’re a designer looking to get your foot in the door, this is one case study you need to check out. It’s so well detailed that it helped this designer land their first role as a UX designer:

Created by Christina Sa, this case study tackles the all-too-common struggle of learning a new language through a mobile app. It takes us through the process of designing a nontraditional learning app that focuses on building a habit by teaching the Korean language using Korean media such as K-pop, K-drama, and K-webtoon.

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Key takeaway

This case study shows how a structured design process, user-centered approach, and effective communication can help you stand out. The creator meticulously laid out their design process from the exploratory research phase to the final prototype, even detailing how the case study changed their view on the importance of a design process.

If you’re searching for a comprehensive case study that details every step of the design process, look no further. This one is for you:

This impressive case study by Finna Wang explores the creation of a fan-focused responsive platform for Jambb, an already existing social platform. The creator starts by identifying the problem and then defines the project scope before diving into the design process.

This case study shows us the importance of an iterative problem-solving approach. It identifies a problem (pre-problem statement), creates a solution, tests the solution, and then revises the problem statement based on the new findings.

3. Learning app

If you need a highly visual case study that takes you through every step of the design process in an engaging way, this one is for you:

This case study walks us through the design of a platform where users can find experts to explain complex topics to them in a simple and friendly manner. It starts by defining the scope of work, then progresses through research, user journeys, information architecture, user flow, initial design, and user testing, before presenting the final solution.

This case study demonstrates effective ways to keep readers engaged while taking them through the steps of a design process. By incorporating illustrations and data visualization, the designer communicates complex information in an engaging manner, without boring the readers.

If you’re in search of a case study that details the design process but is also visually appealing, you should give this one a look:

This case study by Orbix Studio takes us through the process of designing GiveHub, a fundraising app that helps users set up campaigns for causes they’re passionate about. It starts with an overview of the design process, then moves on to identifying the challenges and proposing solutions, before showing us how the solutions are brought to life.

This case study illustrates how a visually engaging design and clear organization can make your presentation easy to grasp.

5. Travel agency app

This case study is quite popular on Behance, and it’s easy to see why:

The case study takes us through the process of creating a travel app that lets users compare travel packages from various travel agencies or groups. The creators set out a clear problem statement, propose a solution, and then show us the step-by-step implementation process. The incorporation of data visualization tools makes this case study easy to digest.

This is another case study that shows the importance of using a clearly defined design process. Going by its popularity on Behance, you can tell that the step-by-step process breakdown was well worth the effort.

6. Intelly healthcare app

If you’re looking for a UX case study that explores the design journey for both mobile and desktop versions of an app, this is one you should check out:

This case study explores the process of creating Intelly, an app that transforms patient care with telemedicine, prescription management, and real-time tracking. The case study begins with a clear design goal, followed by a layout of existing problems and design opportunities. The final design is a mobile app for patients and a desktop app for doctors.

This case study highlights the importance of proactive problem-solving and creative thinking in the design process. The creators laid out some key problems, identified design opportunities in them, and effectively leveraged them to create an app.

7. Cox Automotive

If you prefer a results-oriented case study, you’ll love this one:

This case study delves into how Cox Automotive’s Manheim division, used LogRocket to optimize their customers’ digital experience for remote car auctions. It starts by highlighting the three key outcomes before giving us an executive summary of the case study. The rest of the case study takes us through the process of achieving the highlighted outcomes.

A key takeaway from this case study is the significance of using user data and feedback to enhance the digital experience continuously. Cox Automotive used LogRocket to identify and address user-reported issues, gain insights into customer behaviors, and make data-driven decisions to optimize their product.

These case studies are more focused on the visual aspects of the design process, teaching us a thing or two about presentation and delivery.

If you love a case study that scores high on aesthetics with vivid colors, cool illustrations, and fun animations, you need to check this one out:

This case study takes us on a visual journey of creating Rebank, a digital product aimed at revolutionizing the baking industry. It starts with the research process, moves on to branding and style, and then takes us through the different screens, explaining what each one offers.

This case study illustrates the value of thinking outside the box. Breaking away from the conventional design style of financial products makes it a stand-out case study.

9. Swiftwash Laundry

If you’re looking for a case study that prioritizes aesthetics and visual appeal, you should check this one out:

This case study by Orbix Studio gives us a peek into how they created Swiftwash, a laundry service app. It takes us through the steps involved in creating an intuitive, user-friendly, and visually appealing interface.

If there’s one thing to take away from this case study, it’s the value of presenting information in a straightforward manner. Besides being easy on the eye, this case study is also easy to digest. The creators lay out the problem and detail the steps taken to achieve a solution, in an easy-to-follow way, while maintaining a high visual appeal.

10. Wayfaro trip planner

If you’re looking for a concise case study with clean visuals, you should definitely check this one out:

This Behance case study takes us through the design of Wayfaro, a trip planner app that allows users to plan their itineraries for upcoming journeys. The creators dive straight into the visual design process, showing us aspects such as branding and user flow, and explaining the various features on each screen.

This case study shows us the power of an attractive presentation. Not only is the mobile app design visually appealing, but the design process is presented in a sleek and stylish manner.

App redesign

These case studies delve into the redesign of existing apps, offering valuable insights into presentation techniques and problem-solving approaches.

11. New York Times app redesign

If you’re looking for an app redesign case study that’s impactful yet concise, this one is for you:

This study details the creation of “Timely,” a design feature to address issues with the NYT app such as irrelevant content, low usage, and undesirable coverage. It takes us through the process of identifying the problem, understanding audience needs, creating wireframes, and prototyping.

This case study shows us that you don’t always need to overhaul the existing app when redesigning. It suggests a solution that fits into the current information setup, adding custom graphics to the mobile app. Starting with a simple problem statement, it proposes a solution to address the app’s issues without changing what customers already enjoy.

12. Disney+ app redesign

If you’re looking for an engaging case study that’s light on information, you should check out this one:

This case study by Andre Carioca dives right into giving the user interface a little facelift to make it more fun and engaging. By employing compelling storytelling and appealing visuals, the creator crafts a narrative that’s a delight to read.

Given how popular this case study is on Behance, you can tell that the designer did something right. It shows how injecting a little playfulness can elevate your case study and make it more delightful.

13. Fitbit redesign

If you want an in-depth case study that doesn’t bore you to sleep, this one is for you:

This case study by Stacey Wang takes us through the process of redesigning Fitbit, a wearable fitness tracker. The creator starts by understanding personas and what users expect from a fitness tracker.

Next was the development of use cases and personas. Through a series of guerrilla tests, they were able to identify user pain points. The redesign was centered around addressing these pain points.

This case study highlights the importance of clear organization and strong visual communication. The creator goes in-depth into the intricacies of redesigning the Fitbit app, highlighting every step, without boring the readers.

14. Ryanair app redesign

If you’re bored of the usual static case studies and need something more interactive, this app redesign is what you’re looking for:

This case study takes us through the process of giving the Ryanair app a fresh look. Besides the clean aesthetics and straightforward presentation, the incorporation of playful language and interactive elements makes this case study captivating.

This case study shows how adding a bit of interactivity to your presentation can elevate your work.

15. Forbes app redesign

This case study starts by explaining why the redesign was needed and dives deep into analyzing the current app. The creator then takes us through the research and ideation phases and shares their proposed solution. After testing the solution, they made iterations based on the results.

When it comes to redesigning an existing product, it’s a good idea to make a strong case for why the redesign was needed in the first place.

UX research

These case studies are centered around UX research, highlighting key research insights to enhance your design process.

16. Enhancing virtual teaching with Google Meet

This case study by Amanda Rosenburg, Head of User Experience Research, Google Classroom shows us how listening to user feedback can help make our products more useful and inclusive to users.

To improve the virtual teaching experience on Google Meet, the team spent a lot of time getting feedback from teachers. They then incorporated this feedback into the product design, resulting in new functionality like attendance taking, hand raising, waiting rooms, and polls. Not only did these new features improve the user experience for teachers and students, but they also created a better user experience for all Google Meet users.

When there isn’t room for extensive user research and you need to make quick improvements to the user experience, it’s best to go straight to your users for feedback.

17. Airbnb’s global check-in tool

This case study by Vibha Bamba, Design Lead on Airbnb’s Host Success team, shows us how observing user behaviors inspired the creation of a global check-in tool:

By observing interactions between guests and hosts, the Airbnb team discovered a design opportunity. This led to the creation of visual check-in guides for Airbnb guests, which they can access both offline and online.

There’s a lot to be learned from observing user behavior. Don’t limit yourself to insights obtained from periodic research. Instead, observe how people interact with your product in their daily lives. The insights obtained from such observations can help unlock ingenious design opportunities.

18. Spotify Home Shortcuts

This case study by Nhi Ngo, a Senior User Researcher at Spotify shows us the importance of a human perspective in a data-driven world:

When the Spotify team set out to develop and launch the ML-powered Shortcuts feature on the home tab, they hit a brick wall with the naming. A/B tests came back inconclusive. In the end, they had to go with the product designer’s suggestion of giving the feature a name that would create a more human and personal experience for users.

This led to the creation of a humanistic product feature that evoked joy in Spotify’s users and led to the incorporation of more time-based features in the model, making the content more time-sensitive for users.

Although data-driven research is powerful, it doesn’t hold all the answers. So in your quest to uncover answers through research, never lose sight of the all-important human perspective.

Artificial intelligence

The following case studies are centered around the design of AI-powered products.

19. AI-powered spatial banking for Apple Vision Pro

If you want to be wowed by a futuristic case study that merges artificial intelligence with spatial banking, you should check this out:

In this revolutionary case study, UXDA designers offer a sneak peek into the future with a banking experience powered by AI. They unveil their vision of AI-powered spatial banking on the visionOS platform, showcasing its features and their AI use cases.

This case study shows us the importance of pushing boundaries to create innovative experiences that cater to user needs and preferences.

20. Sage Express

If what you need is an AI case study that isn’t information-dense, this one is for you:

This case study by Arounda takes us through the design of Sage Express, an AI-powered data discovery tool that automatically extracts patterns, tendencies, and insights from data. It outlines the challenge, proposes a solution, and details the journey of bringing the proposed solution to life. But it doesn’t stop there: it also shows the actual results of the design using tangible metrics.

This case study underscores the importance of showing your outcomes in tangible form. You’ve worked hard on a project, but what were the actual results?

If you’re looking for a clean and well-structured AI case study, this will be helpful:

This case study takes us through the process of creating Delfi, an AI-driven banking financial report system. It details the entire design process from onboarding to prototype creation.

If there’s one thing to learn from this case study, it’s how a well-structured presentation can simplify complex information. Although the case study is heavy on financial data, the organized layout not only enhances visual appeal but also aids comprehension.

This article has shown you 21 powerful case study examples across various niches, each providing valuable insights into the design process. These case studies demonstrate the importance of showcasing the design journey, not just the final polished product.

When creating your own case study, remember to walk your users through the design process, the challenges you faced, and your solutions. This gives potential recruiters and clients a glimpse of your creativity and problem-solving skills.

And finally, don’t forget to add that human touch. Let your personality shine through and don’t be afraid to inject a little playfulness and storytelling where appropriate. By doing so, you can craft a case study that leaves a lasting impression on your audience.

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Information architecture vs. sitemaps: what’s the difference.

September 3, 2023 2023-09-03

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Practitioners sometimes inadvertently confuse the concept of information architecture (IA) with that of sitemap. While these two concepts are related, they are not the same thing. A sitemap is only one part of the site’s information architecture.

In This Article:

What is a sitemap, what is information architecture, how do ias and sitemaps differ.

A sitemap is a visual representation of the organization of your site’s content . A sitemap is a hierarchy of nodes (usually represented as boxes) that signify the pages or content on your website. Arrows or lines demonstrate the relationship between the web pages.

Some sitemaps also include annotations that further describe the functionality of each web page or piece of content. For example, they may indicate whether each label is only a category or an actual page on the website. Direct links to corresponding web pages might be included in the diagram as well. Overall, the main purpose of a sitemap is to display the flow of the website’s IA. Sitemaps are typically used as a planning document or reference tool to visualize how different pages and sections of the navigation fit together and to identify gaps in content.

Are Sitemaps Ever Visible to Users?

Sitemaps are typically not shown to users and are used only for internal planning purposes. Some websites display a sitemap to supplement the primary navigation features. In that situation, the sitemap is displayed as a hierarchical list of links to all the site’s pages. The prominence of sitemaps displayed this way has diminished over time, as they became replaced by other, more-advanced navigation features.

In UX design, the information architecture (IA ) of a website refers to two things:

• The practice of deciding how to organize and maintain your content , what the relationships are between each piece of content, and how content is visibly displayed on your website’s navigation.
• The website’s structure, its organization, and the nomenclature of its navigation elements . The website’s IA refers to how information is organized, structured, and presented on that website.

The primary goal of building a website IA is to create a logical and intuitive knowledge system that makes content findable and discoverable to users.

An IA is not a single deliverable : there is no single document that you “finish” and check off your list. It’s an ongoing website-management process that involves updating and organizing content according to the system you created. When completing IA-related work, you might have a range of deliverables, depending on what you are trying to accomplish.

Here are some of the activities involved in an IA project and their corresponding deliverables :

A sitemap is only one part of the IA.

The IA also includes the following:

• The nomenclature of all website elements that support users in finding and discovering information . This nomenclature includes the label for the site’s global navigation , local navigation , section navigation, anchor links , Learn more links , and so on. A sitemap is only a visual display of the hierarchy and organization of your content. It’s used as a reference tool to plan out the organization and structure of your website and doesn’t focus on the specific nomenclature.
• The navigational UI components of the website. These include the placement of the search field , whether or not it uses breadcrumbs , pagination , tags, carousels . A sitemap includes only a broad level of detail around how the content will be generally structured. It doesn’t focus on smaller navigational UI components.

Creating a sitemap is only one part of creating the larger IA. There are many other activities involved in building out an IA.

The IA comes first, the sitemap follows.

IA is the foundation that defines the overall structure and organization of content. Once the IA is well established, sitemaps are created to visually represent it. Sitemaps are a bird’s eye view of all the content on your site and how it flows from one page to another. 

The IA is an abstraction, while the sitemap is an artifact.

The IA represents the conceptual organization of content. It’s the result of an involved process of defining relationships between content, understanding how content should be grouped, and how that grouping will affect navigation on the site. On the other hand, a sitemap is a tangible visual diagram that can be shared with stakeholders to communicate the organization of the content.

A sitemap is not as comprehensive as an IA.

A sitemap doesn’t include all the details collected from IA-related work. If sitemaps were as comprehensive and detailed as the IA, stakeholders would be overwhelmed by the amount of information. Sitemaps are intentionally designed to include only the details that stakeholders need to know for productive conversations and group decision making.

Neither the sitemap nor the IA are fixed entities.

A sitemap and IA can both evolve throughout the design process. Aspects of both might be changed based on user research. That being said, there are some aspects of IA that don’t change frequently. For example, in taxonomy development, controlled vocabularies (a predefined list of categorization labels that classify your content) are predetermined and intended to last a very long time.

The sitemap and the IA are both important for a well-designed and structured website. Practitioners are accustomed to having a deliverable for every UX-related activity they complete, and they might incorrectly assume that the end result of IA-related work is a sitemap. The IA is much more than just a sitemap. It’s a very involved process of constantly making decisions about how your content is organized and maintained.

Chris J. Pilgrim. 2007.(January 2007). Retrieved June 23, 2023 from https://www.researchgate.net/publication/228654015_Trends_in_sitemap_designs_-_A_Taxonomy_and_survey

Abby Covert and Nicole Fenton. 2017. How to make sense of any mess , USA, DE: Columbia.

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