What is User Research?
User Research is the process of gathering information about user behavior, needs, goals, and experiences to help the design team make more informed decisions. Simply put, this is the step where you understand the user before designing for them.
Instead of guessing what users need, you ask, observe, and listen to gain the most realistic and objective insights.
Why is User Research important?
Helps design based on reality, not intuition
Avoids “creating something that no one uses”
Saves time and costs later
Correctly identifies the problem before solving it
According to Nielsen Norman Group, “Good user research saves time and money by preventing avoidable design mistakes.”
Common methods
User Research can be divided into two main types:
Qualitative: interviewing users, shadowing, diary study – helps understand why users do that.
Quantitative: surveys, A/B testing, data analysis – helps see how many people are doing that.
Depending on the project's stage, you can choose the appropriate method. For example, at the beginning of a project, in-depth interviews are often more useful for exploring problems.
Example
You are designing a shopping app for a grocery store. Instead of guessing what users are interested in to make purchasing decisions, you conduct interviews with 5 target users and discover:
The grocery store only cares about whether the products sell well. If they do not sell well, even with high discounts, they will not be interested because they find it hard to sell and the products may expire.
Consumers tend to buy products they are familiar with; if they want the grocery store to purchase new products, they expect a return policy or marketing support.
→ From there, you choose a friendly design tone, integrate an anonymous mode, and use soft colors to increase the sense of safety.
Conclusion
User Research is a solid foundation for all design decisions. It helps you clearly understand the people you are serving, avoiding designing in the dark. Whether you're an intern or a senior, always remember:
Let User Research guide you, and you will design products that truly add value to users and businesses.
Hello 👋 With a passion for digital product design, focusing on user research, optimizing experiences, and building effective interfaces. Here, I share knowledge from real projects, ideas, and my stories in the field of UX/UI - Product Design 📚 I hope these articles will provide a realistic perspective, supporting you in your work and product development journey ✨✨✨
Toan Nguyen
Product Designer