Introduction

Designing a user-oriented product has become a crucial focus for many companies today, as they have recognized that design research is essential in an industry dedicated to individuals using digital products every day.

In this article, we will explore together the most common myths that lead companies to avoid investing in design research, a practice nevertheless indispensable for any successful digital product. We will also see how design research can greatly benefit companies seeking to enhance user experience, better target their audience, and stand out in a competitive market.

What does Design research mean ?

The term Design research simply means discovering and analyzing the behavior, experiences, needs, and motivations of users to provide more meaningful context and information for the strategy and design of a product.

What are the most common myths that lead companies to avoid investing in design research?

Myth 1 : It takes time and is very costly !

Certainly, there is a common perception that design research will be time-consuming and expensive. However, it is at this stage that it is important to highlight one of its best characteristics: Design research can be scaled to fit a wide range of budgets and timelines.

Myth 2 : I know my users very well !

Creating personas and scenarios is not always sufficient to understand your end users thoroughly because, even if we believe we know them well, the reality is that user expectations tend to change with market evolution. Therefore, if a product wants to remain relevant to its audience, design research must be an ongoing activity rather than a time-consuming process.

Why companies should invest in Design research ?

Integrating design research into the business development cycle offers two major advantages :

1. Cost reduction

Many companies prefer using an engineering team directly for full product release cycles, often requiring 2 or more versions over 1 to 2 years to achieve something useful and usable.

The integration of design research ensures that our products are useful and usable with just a single prototype in a matter of days. This saves a significant amount of money and time, avoiding unforeseen issues.

2. Faster development cycle

In projects without design research, the interface design phase may seem to progress rapidly, but it's an illusion. The process becomes considerably longer. Multiple opinions and questions arise between teams regarding crucial concepts like user journeys and even trivial matters like color preferences.

By incorporating design research, people realize that the issue isn't whether someone likes green or not, but whether that green genuinely helps the person accomplish their tasks. User journeys are validated with users, reducing time spent on debates and making them more legitimate and effective.

Top 4 low-cost yet effective Design research techniques 

There is no exaggeration when we say technology has brought the world to our fingertips, and the same applies to design research. There are numerous ways to conduct it with minimal cost, and here are a few :

1. Secondary research

Many companies conduct in-depth research on an industry and its users. Tons of articles and reports are available online, making it one of the best ways to build a foundational understanding of customer expectations and insights into market trends.

2. Usability testing

Usability testing is a way to study your users' behavior through observation. For example, you can ask friends to review your product and observe how they interact with it to ensure a proper understanding of the designed features. Usability testing can also bring forth new needs that were not considered during the design phase.

3. Guerilla testing

Guerrilla testing is a method that allows you to gather feedback, test ideas, and identify usability issues by bringing your product into the natural environments of your target audience (cafés, restaurants, homes, parks, etc.).

4. Surveys

Surveys are a method that allows you to quickly gather data on the needs and motivations of your users. The collected data is then statistically analyzed to draw meaningful conclusions.

Conclusion

Over the years, several myths have developed regarding supposed negative consequences of design research. Some of these myths have emerged because people have been exposed to poor methods. With the widespread adoption of technology by users and increasing competition, aligning your digital product with user expectations is inevitable. If you are aiming to make your digital product a success, make design research an essential practice within your organization.