Many companies see research as unnecessary overhead. When faced with a hard problem, their first instinct is to skip research completely and start by picking colors and drawing screens. They try to come up with solutions through trial and error, with absolutely no understanding of user needs. This tiresome loop stresses out the team and makes the problem worse in each step. This situation is extra-demotivating for designers who want to solve significant problems and create lasting impact.
But we can change this mindset! This talk will cover ways to introduce design research into organizations that insist on skipping research. We will talk about common excuses for skipping research, especially in large financial tech and e-commerce companies. We will go over variety of approaches that take common user-centered design methods and give them a corporate twist so that they can thrive in design-hostile environments.
You will learn:
- How to get research buy-in from customers/stakeholders who are rushing to see mockups
- Ways to use existing data in your service or product to gather insight from users
- Why discount usability methods can do more harm than good; pitfalls to avoid
- Tips for managing cost and using resources effectively for research
- Ways to build a culture of starting with the users in your organization/client