The Value of User research

Empathy is an essential part of being a designer, however, it cannot be stressed enough that User Research is an important part of the design process. Without research or interviewing the customers who are hoping to use your product, you cannot improve the project to maintain its original purpose and work efficiently and effectively. Lastly, it will then work properly to give the clients what they truly need.

A User Experience cannot be created without User Research / or quizzing people about what they want in a product, thus without creating a user experience the clients’ needs cannot be met. If a design is only based on an assumption, it will never meet its optimal purpose.

An example of bad user experience is the QR code (Figure 3). A QR code is a shortcut to a site, which may have been part of the downfall of this product. The QR code below in figure 3, for example, leads to a taxi service, however, the company does not have a web site, the link leads only to a telephone number. in trying to be quick and snappy the creator of this code may have caused a problem. In a second example of a taxi company in Newcastle upon Tyne a QR code (not shown) on the back of their business card claims 'You can book cancel amend and even track where your taxi is' the user can easily check whether their ride is on time, etc. The QR code leads to the home page and not the promised information, resulting in disillusionment with the QR code system. Thus removing the need/option for browsing the site could result not only in frustration with the QR code system but loss of business for the company. The product may be displayed in many shops, however, very few people use them. Very few are seen on products or receipts.

Data analytics;

In America, there are a lot of people who work during their commute, for example compare 2012 and 2017 in Figure 4 below. From these results in 2012 less that 20% of people spent 34% of their time on the move. In 2017 a higher percentage of people were working on the move.

User Reviews and ratings;

A selection of people were interviewed regarding their morning rituals and one of the first things they do is turn the light on. As winter closes in, suicide rates rise rapidly, especially in countries approaching the Arctic and Antarctic circles. There have been some good advances in this area, SAD (Seasonal Adjustment Disorder / Deficit) lamps have been developed. These lamps create an artificial sunlight, which has reduced the number of SAD associated suicides.

With this is mind, a lamp was created with the theme of balance and was based on the mythological battle between the goddess of balance Ma’at who was represented by Ra the sun god. It was said that, Apophis, the god of destruction, fought Ra during his journey through the underworld in the Egyptian night.

Figure 1 Light Lamp

Customer Service;

The Light Lamp was created to be placed on a bedside table, the main body was made of glass and the base was made of brass treated to represent sandstone; linking it to Egypt. The glass top was in the shape of an ostrich feather the symbol of Ma’at and the base (sandstone) represented Apophis. Whenever the light was turned on it re-enacted the defeat of Apophis. The SAD bulbs, that were installed, brightened slowly mimicking sunrise. With this It would be ideal for people who suffer from SAD and might brighten up somebody else’s day.

Market Research;

SAD lamps can be purchased on the internet and come in a range of prices from £17 - £255. As may be expected, different SAD lamps have varying effects and a cheaper lamp may not work as well as an expensive light.

Usability Research;

One of the most sought out things in life is ease of access to: - food, light, sleep water etc. Companies throughout the world are working towards simpler solutions to everyday issues. Sometimes in trying to make things easier to access, companies can fail to meet initial expectations, and the consumer suffers for it, with a product that works poorly or improperly.

With the Light Lamp, a simple press of a button the room is slowly bathed in light.

https://www.toptal.com/designers/product-design/jobs-to-be-done

Figure 2

Figure 3 QR Code

Price First Taxis Grantham

- Taxi Service Grantham

Figure 4 Percentage of people working on the go, 2012 (maroon) and 2017 (fawn)

https://www.nytimes.com/2017/02/15/us/remote-workers-work-from-home.html