Benefits of UX Research & Why Startups Are Afraid to Invest In It

Introduction
Have you ever wondered why some products like Airbnb, Netflix, Uber, and the like have become the giants they are? What is the secret piece that worked for them that many others are missing in some way? The missing piece isn’t magic. It took vision, real judgment, and research to implement what is non-negotiable. The idea of a user-centric product is now the focus of attention in a variety of industries. Companies see the benefits of putting their users at the beginning of their design decisions. In an industry dedicated to the people who use our products, services, and applications, research is of the utmost importance

Startups, in particular, have always been closely related to money, and most of the time they shy away from investing in user research, with the impression that it would cost a lot of money. To be honest, user research can save a lot of time, money and effort, and bring the brand closer to success sooner. If there was one principle that startups should swear by today, it would be: “People ignore the design that people ignore.”

In this article, we’ll look at the many factors contributing to user research, why companies don’t indulge in it, why they should do it, and how it can help them a lot.

What is UX Research?

In simple terms, UX Research examines and evaluates the target group. Understand their behaviors, experience, interaction, and emotions about your product and the mindset that accompanies when using it.

According to a recent study, about 50,000 new companies are registered in India each year. On average, 2–3 startups are born every day, and yet India only has a 10% success rate. While one is aware of the problems they may or may not cause, one thing startups can judge is the user experience. If the user successfully uses the product, which prolongs the life of users, the demand for such products naturally increases, which makes it very unlikely that the product or brand will fail.

So, If that’s the case, why are startups moving away from UX research?

Or what are the myths of user experience research that are tarnishing the minds of new entrepreneurs today? And how does it do more harm than good?

  1. UX Research is exorbitant

The usual way of thinking is that research is costly and time-consuming. While research and user studies are effective ways to reduce costs.

2. I know my users very well

Creating people and scenarios is sometimes not enough because, as well as we know our users, there are several factors that affect users who change them daily. The way they interact with a product evolves as they grow. You can’t fully know your users without testing how they react to the product with their various internal and external emotions.

3. Time-consuming

Most people have the idea that research is a time-consuming exercise. However, if a product is tested before it goes public, the time and money you spend are much less than they will be in the future. Users get a much more sophisticated product to interact with, saving time, money, and reputation.

Realizing this mindset and trying to bring about change can go a long way for the brand. We ask questions, we take notes, and we learn everything about our audience. When you publish this, we’ll need to iteratively test our work throughout the design process.

Here are a few areas where UX Research saves the show:

1. Deep understanding of our users

Regardless of what we build or build, it is sold when users use it effectively, and can only come from a deep understanding of their behaviors, habits, needs, pain, etc., and for this, we need to do qualitative research. If you don’t invest in this exercise, it can cause you to misunderstand your audience and deliver a product that doesn’t resonate with your real audience.

2. Validate your assumptions and analysis

After the desktop research phase, we come to several people and scenarios that help us humanize our imagination. UX research continues after this phase of validation of even people seeing real people in action. If you see your users using your product in all kinds of situations in real circumstances, you can see the impact of your product.

3. Seeing our users in action

Once we have the product, we can learn how they respond when users use and interact with it. It is a meeting place for what we know and what is happening. This allows us to make the necessary repairs right from the start to save costs and time. Skipping this part of the process can result in many repetitions and jeopardize product and brand credibility.

4. Cost-saving

When we know what’s next, we’ll take precautions or be prepared for it. The same is true when conducting research on the user experience. When we see users in action, test products, and validate people, we save all the avoidable costs we can’t predict.

User experience research doesn’t always have to cost an arm and a leg. It can be budgeted if it is well planned, with clear objectives.

Top 5 inexpensive but effective ways to conduct UX Research:

1. Desk Research

The most cost-effective way to do research is desktop research. With tons of articles and data available on the web today, the world is at your fingertips.

Not only will you understand the data, but you will also find research and data carried out by similar players in the market.

2. Usability Testing

As the name suggests, usability tests are self-explanatory. As users test your product and see how they interact with it and react to it, you can analyze whether your product is delivering the result you imagined. In this exercise, you’ll see your product out of sight.

3. Guerilla Testing

Sometimes it can be expensive to hire a laboratory for research purposes. Instead, going to coffee shops or parks and having strangers or even families try your product can also produce efficient results. You can also test prototypes and evaluate user interaction before the final product.

4. Questionnaires

Another great and cost-effective way to gather information and understand people’s needs and wants. Creating even detailed questionnaires and sending them to hundreds and thousands of people when possible can be an effective form of research. This particular method is subject to quantitative research methods.

5. A/B Testing

Giving users 2 choices when you’re not sure which one works best for them can help you decide how they interact with both. Built for users, tested by users, and selected by users, the pocket-sized option to conduct UX research is not difficult.

Conclusion
In general, it is safe to say that UX research allows us to better understand our users and therefore this is one of the most necessary steps that cannot be ruled out. It provides insights that can be implemented in the design and experience, making the design meaningful and engaging. In addition, you can save money and time to develop successful products for our users.

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