UX Research Essentials

I have made the mistake of seeing myself as a typical user of my product too many times. Why is it bad? How to avoid it? As the hilarious picture shows, the product creators may understand their market, but still not capture the real needs of the users. You, the Product Manager, are to be the user and business ambassador, not the actual user. Why is your perspective likely wrong? • Lack of diverse point of view: single perspective • You can't possibly know all your users' challenges • Being in tech gives you instincts no tech users miss • You will miss innovation that only users can uncover • You carry inherent biases and assumptions, as any individual • Being a product expert makes you blind to beginner challenges    ...and likely more. "Ok, smart guy, - you may say - but how do you ensure you design the right product for your users?" Way ahead of you! Here are a few actions a typical Product Manager can invest in, to ensure it's the users's perspective driving product development, not the limited PM ones: 1) KYC (Know Your Customer) client research With the work done by a dedicated company, you will deeply understand your users' needs, behaviors, and motivations. 2) Building user personas Create detailed profiles representing different user types to guide design and development decisions. Use data to identify usage patterns that can be labeled as specific types of users and polish them in a dedicated workshop. Speaking of which: 3) "Jobs to be Done" workshop With this you will identify the tasks users aim to accomplish, focusing on their goals rather than features. This is the ultimate way for PMs to identify the right problems to solve! 4) Dealing with data, not opinions Goes without saying, base decisions on analytics and user data instead of personal hunches. Especially your own. 5) Quantitative discovery (polls and surveys) Use surveys to gather measurable user insights. If you ask the right questions, you will get a representable number. You can also look for those in your reporting suite. 6) Introducing MVP quickly to understand users' reactions You can always launch a Minimum Viable Product early to collect feedback and iterate. Even embed some polls with it to gather live feedback! 7) Qualitative discovery (user interviews and observations) Engage directly with users to gain an in-depth understanding of their experiences. They will tell you whether your prototype resonates with them and they can complete assigned tasks easily. There you have it, many ways to keep your opinion away from good Product decisions. So, have you ever assumed you knew what your users wanted, only to be surprised by their actual needs? How do you get to understand your users? Sound off in the comments! #productmanagement #productmanager #userexperience P.S. To become a Product Manager who truly understands and serves your users, be sure to check out my courses on www.drbartpm.com :)

Product success isn’t random. Here are 7 patterns I’ve noticed in teams that build great products when it comes to user research: 1. They research user workflows, not just features: Instead of asking "How do you like our checkout flow?" they map out the entire buying journey, from first awareness to post-purchase experience. 2. They involve builders in the process: When engineers experience user struggles firsthand, they don’t need a spec to “think user-first.” They build with shared context, not just requirements. 3. They go beyond business metrics: They track things like ‘time to user's first success’ and ‘how often users achieve their intended outcome’ 4. They research edge cases and power users: Power users and edge cases stress-test the product in ways mainstream users won’t. Great teams learn from them before the market demands it. 5. They listen between the lines: When users say "I need more customization," great teams dig deeper to understand the underlying need 6. They research non-users as much as users: Most teams obsess over active users. The best ones invest in understanding the quiet 'no thanks' moments from people who bounced or churned. 7. They share research insights across the entire company: Sales, marketing, and customer success teams all get regular exposure to user research. Everyone stays connected to user reality. The best teams treat users as complex humans with jobs to be done & not data points. They invest in understanding the full context of how their product fits into users' lives, work, and goals. Which of these do you swear by? Comment or DM - let’s compare notes!

Startups don’t just need a coder and a dreamer — they need a designer who can think like both. Startup Singam StartupTN Many pitch decks fail not because the idea is bad, but because the story isn't clear, the problem isn't felt, and the solution doesn't click. That’s where UX Designers and Product Designers silently become game-changers — not just in looks, but in logic, trust, and traction. Here’s why founders and investors should never underestimate a designer’s role during the early startup journey: 1. Idea Validation – From Guess to Ground Reality Designers don’t just jump into mockups. They ask: “Is this even a real problem?” “Who’s feeling it the most?” “How are they solving it today?” Through user interviews, journey mapping, and early sketches, they validate the idea before you waste money building it. 2. Brand Identity – More Than a Logo In a pitch deck, investors see your brand as your belief system. A good designer ensures your pitch looks clean, but more importantly — it feels credible. Fonts, colors, tone, and layout — all aligned to communicate: “We know who we are. We know who we’re serving.” 3. Market Analysis – Understanding Humans, Not Just Numbers While founders often throw market size and TAM charts… Designers bring empathy and behavior patterns: Who are our early adopters? What makes them switch or stick? What pain is deep enough that they’ll pay? This turns vague market talk into clear user segments, journeys, and real needs. 4. MVP – Making the First Impression Work Designers help you cut the clutter, and say: “Let’s build this one core flow that solves ONE painful thing — beautifully.” This is how MVPs get early traction — because they’re usable, lovable, and useful. Not just functional. 5. Growth – UX is Retention Strategy Your first 100 users won’t grow your startup. But if they’re delighted, they’ll bring the next 1,000. Designers ensure product experience is smooth, memorable, and referral-worthy. And that’s exactly what investors want to see — not just a good idea, but a product people can’t shut up about. In short: A UX or Product Designer is not just a creative partner. They’re your early user psychologist, your brand therapist, and your pitch translator — who makes your idea feel real, needed, and fundable. So if you're building a pitch deck — don’t treat design as decoration. Treat it as conviction, clarity, and confidence. As a UX and CX strategist, solve various problems and help to startup in various aspects . Sivaraman Loganathan HFI CUA™

While it can be easily believed that customers are the ultimate experts about their own needs, there are ways to gain insights and knowledge that customers may not be aware of or able to articulate directly. While customers are the ultimate source of truth about their needs, product managers can complement this knowledge by employing a combination of research, data analysis, and empathetic understanding to gain a more comprehensive understanding of customer needs and expectations. The goal is not to know more than customers but to use various tools and methods to gain insights that can lead to building better products and delivering exceptional user experiences. ➡️ User Research: Conducting thorough user research, such as interviews, surveys, and observational studies, can reveal underlying needs and pain points that customers may not have fully recognized or articulated. By learning from many users, we gain holistic insights and deeper insights into their motivations and behaviors. ➡️ Data Analysis: Analyzing user data, including behavioral data and usage patterns, can provide valuable insights into customer preferences and pain points. By identifying trends and patterns in the data, product managers can make informed decisions about what features or improvements are most likely to address customer needs effectively. ➡️ Contextual Inquiry: Observing customers in their real-life environment while using the product can uncover valuable insights into their needs and challenges. Contextual inquiry helps product managers understand the context in which customers use the product and how it fits into their daily lives. ➡️ Competitor Analysis: By studying competitors and their products, product managers can identify gaps in the market and potential unmet needs that customers may not even be aware of. Understanding what competitors offer can inspire product improvements and innovation. ➡️ Surfacing Implicit Needs: Sometimes, customers may not be able to express their needs explicitly, but through careful analysis and empathetic understanding, product managers can infer these implicit needs. This requires the ability to interpret feedback, observe behaviors, and understand the context in which customers use the product. ➡️ Iterative Prototyping and Testing: Continuously iterating and testing product prototypes with users allows product managers to gather feedback and refine the product based on real-world usage. Through this iterative process, product managers can uncover deeper customer needs and iteratively improve the product to meet those needs effectively. ➡️ Expertise in the Domain: Product managers, industry thought leaders, academic researchers, and others with deep domain knowledge and expertise can anticipate customer needs based on industry trends, best practices, and a comprehensive understanding of the market. #productinnovation #discovery #productmanagement #productleadership

After 10,000 hours of user research, here's everything I've learned distilled into 9 key takeaways (that you can start applying today): 1. User research is the best insurance policy you’ll ever invest in. The earlier you research, the less risk you take on. - For every $1 spent fixing an issue during development, it costs $10 to fix in production. - Early insights save time, money, and reputation. 🔗 https://lnkd.in/eJVPUkBe 2. If no one is acting on your research, the problem isn’t them—it’s you. Insights only matter if they drive change. Here’s a simple formula to make your findings actionable: 1. Problem: What’s broken? 2. Impact: What’s the cost (time, money, frustration)? 3. Solution: What’s the fix? Stakeholders don’t ignore clarity. 🔗 https://lnkd.in/eBu7KEyG 3. Users often don’t know what they need—and that’s okay. Users are great at describing problems, but rarely solutions. - Don’t ask them what they want—ask what’s frustrating them, what workarounds they use, and how they solve problems today. 🔗 https://lnkd.in/eVBvDr9c 4. Pain points are treasure maps—follow them. Every time a user struggles, they’re handing you an opportunity to improve. - A client discovered users were copy-pasting passwords to log in. The fix? A password manager integration that reduced churn by 30%. The bigger the pain, the bigger the potential win. 5. Forget about tools—master the basics first. Fancier software won’t make you better at understanding your users. - A Google Doc and sticky notes can uncover world-changing insights. - Focus on asking the right questions, not which tool to use. 🔗 https://lnkd.in/eqhy3Tzr 6. The best insights come early—before anyone’s built anything. The most expensive mistakes happen when you skip research in the ideation phase. - Don’t wait for prototypes. Get in the field, talk to users, and validate assumptions before anyone writes a line of code. - Early research saves late regrets. 🔗 https://lnkd.in/ecBReAW8 7. Your stakeholders don’t care about “findings”—they care about results. Your report isn’t the product—impact is. Tie every insight to a business metric: - Churn? Reduced. - Revenue? Increased. - Efficiency? Improved. When insights = results, you’ll never struggle for buy-in again. 🔗 https://lnkd.in/eAzkpxub 8. Your job isn’t just to research—it’s to align teams. Most UX problems are rooted in misaligned goals, not bad designs. Use research as a bridge between teams: - Show designers, PMs, and engineers what users actually need (and what they don’t). Alignment creates momentum—and better outcomes. 🔗 https://lnkd.in/e3wyQr25 9. Good research challenges assumptions. If your findings aren’t making people uncomfortable, you’re playing it too safe. Dig deeper. Push harder. The most powerful insights don’t validate—they transform. Image via Midjourney

Skipping User Research? Think Again! "I already know my users & their pain points!" "Is User research really necessary?" If you've ever found yourself pondering these questions, you're in the right place. Launching a startup is thrilling and it’s easy to push aside some steps to focus on what seems immediately crucial—product development, funding rounds, you name it. User research often ends up on the chopping block. But here's the truth: that's a big mistake. User research is essential for your product’s success. Without it, you're essentially navigating without a map. Think of it as your guide, offering invaluable insights into user needs, behaviors, and pain points. Skipping it doesn’t just risk missing the mark with your target audience- it almost ensures it. Here's why user research should never be overlooked: ✅ It ensures product-market fit: Your idea might be brilliant, but does it resonate with your target audience? ✅ User research continuously tests and refines your concept against real- world feedback, keeping you aligned with market needs. ✅ Reduces costly pivots: Learning late in the game that your product doesn't meet user expectations can be financially devastating. ✅ Early and ongoing user research helps you iterate before costs balloon. ✅ Builds a user-centric culture: Startups that thrive put users at the forefront. ✅ User research fosters a culture that prioritizes user experience above all, which can be a significant competitive advantage. ✅ When you start to think from a user-first perspective it profoundly impacts every aspect of your product strategy, from development to marketing. In the hyper-competitive landscape, user research isn't just helpful; it's non-negotiable. It's the pulse checking that keeps your product alive and kicking. So before you consider cutting corners, remember: the most successful startups aren't just those with groundbreaking ideas, but those that deeply understand and cater to their users. Are you making user research a priority in your startup journey? If not, it's time to start. #userresearch #startupfounders #userconnectconsultancy

To succeed in a UX role, you must align your work with a business’s bottom line. Staying relevant means thinking and talking like a business stakeholder. Here are key ways to achieve this. 1. From Wireframes to Market Fit Crowd-pleasing UI isn’t enough. Your work needs to align with go-to-market strategies. Example: Consider a SaaS product redesign. The UX team used to focus on the sign-up flow and in-app navigation. Now, they’re also collaborating with product marketing to identify the most profitable customer segments, validating market fit before investing design hours. Business concept cheat sheet: ✅ Market Segmentation: Which user groups should we prioritize for maximum ROI? ✅ Value Proposition: How do we articulate the unique value that differentiates our product? 2. Driving KPI-Focused Outcomes UXers track usability metrics like clicks, conversions, time-on-task, and error rates, but business leaders focus on other KPIs: Customer Lifetime Value (CLTV), Monthly Recurring Revenue (MRR), and Net Promoter Score (NPS), to name a few. We need to design experiences that drive these measurable outcomes. Example: You’re working on an e-commerce platform and propose A/B tests that measure conversion rates. Want to speak the same language as the CFO? Translate those numbers into anticipated revenue upticks or cost savings. Business concept cheat sheet: ✅ MRR, CLTV, CAC (Customer Acquisition Cost) ✅ Unit Economics: Understanding the cost vs. revenue per user 3. UX as a Strategic Differentiator When UX truly resonates with end users, it can become a competitive moat. Example: Think of the premium Apple charges. Yes, the hardware is elegant, but what truly commands loyalty is the end-to-end experience that aligns with a brand strategy aimed at high-end markets. Knowing this means positioning UX as a differentiator for stakeholders, protecting market share, and expanding into new verticals. Business concept cheat sheet: ✅ Competitive Analysis: Evaluate how user experience stacks up against industry peers. ✅ Brand Equity: The intangible value gained from user perceptions and loyalty. 4. Earning Executive Buy-In No matter how brilliant your UX solutions are, you’ll need decision-makers – CEOs, CFOs, VPs – to champion the cause. Example: Communicate in business terms, build a compelling business case, and link your ideas to organizational objectives. Fail to do this? You’ll leave groundbreaking UX initiatives unfunded and abandoned. Business concept cheat sheet: ✅ Stakeholder Alignment: Understanding each executive’s priorities (e.g., reducing churn, increasing upsells). ✅ ROI Calculations: Be prepared to show how a redesign could drive X% revenue growth or Y% savings. The UX evolution sits between user centricity and corporate strategy. UX professionals who embrace this have the power to transform the bottom line.

Know before you go: Why researching customer needs saves your start-up. The start-up process has that "build fast, break things" vibe. But breaking things is only fun when it doesn’t break your budget, your investors’ patience, or your ego. Before you jump into product testing, there’s one crucial step—researching customer needs. It’s like dating before marriage—figure out what customers want before committing to a product. Otherwise, you might be stuck with something no one swiped right on. Here’s why research is essential & why skipping it could turn your brilliant idea into a dusty app with zero downloads. Ever try to sell ice in Antarctica? Exactly. You need to know if anyone wants what you’re offering. Steve Blank, the father of the start-up, said it best: “There are no facts inside your building, so get outside.” Researching customer needs is your secret weapon to avoid designing a product in an echo chamber. Research allows you to: • Validate assumptions • Understand pain points • Identify must-have features Without research, your start-up risks becoming a faceplant. Imagine launching a start-up without talking to your customers. That’s like cooking a gourmet meal without knowing your guests’ allergies. Similarly, your product needs to match real customer problems. Research helps align your ideas with what people need, making your solution something they can’t live without. Fun fact: The #1 reason start-ups fail is no market need—a whopping 42% (CB Insights). So, unless you want to be part of that statistic, start talking to real people. Skipping research is like throwing spaghetti at the wall & hoping something sticks. Sure, you’re doing something, but it’s a mess. Without research, testing becomes guesswork, & guesswork in a start-up? That’s expensive. Example: Juicero, the Wi-Fi-connected juicer, flopped after burning $120 million because customers realized they didn’t need it. Had they done proper research, they could’ve saved themselves—& their investors—a lot of embarrassment. Research reduces risk. Testing your product before understanding customer needs is like skydiving without checking your parachute. You might get lucky, but most likely, you’re heading for disaster. Research tells you: • Who your customer is (not who you hope they are) • What their problems are (the real ones, not just the ones you assume) • How they want those problems solved (because they already have workarounds, trust me) Do the research, & testing becomes about refining a product people already want. It’s easy to fall in love with your idea. But remember, you’re not the one buying it—your customers are. Get out there, talk to them, & build something that solves their problems, not just what you think they need. Do the research. Your product, your wallet, & your sanity will thank you. #Startups #Entrepreneurship #Business #Leadership #CustomerExperience

A designer does more than “make things look good.” A designer translates the idea of a product into something a user can actually understand, feel, and use. In many cases, the designer becomes the key link between the user and the system. Rondesignlab saw this clearly on one of our CRM projects. On paper, the product was flawless - well-structured architecture, powerful logic, advanced automation. The founders were confident in the system’s intelligence. But during early testing, users were slower than expected. Not because the system lacked features, but because it felt overwhelming. The logic was correct - yet the experience was heavy. That gap between correctness and clarity is exactly where design operates. Founders often see the product as logic, features, architecture. Users see it as experience. Buttons, flows, clarity, speed. The designer stands in the middle and turns complexity into meaning. We’ve spent more than 20 years working with digital products - from complex CRM and ERP systems to VR experiences. And one thing is always true: the more complex the product, the more critical the designer’s role becomes. In CRM or ERP systems, a small UX decision can affect sales teams, accountants, project managers, and executives at the same time. On one ERP platform we worked on, restructuring a single dashboard reduced onboarding time for new managers by weeks - not because we added anything new, but because we removed friction that no one had previously questioned. In VR, a poorly designed interaction can literally disorient a user. In one immersive environment, we observed users instinctively stepping back when spatial feedback didn’t match their expectations. A subtle redesign of motion logic transformed hesitation into confidence. The technology remained the same. The experience changed entirely. Design is not decoration. It is navigation, trust, and control. A practical piece of advice from a team with long-term experience. Involve designers early. Not after the structure is locked. Not when development is halfway done. The designer should participate in shaping the product logic, not just polishing the interface. Because once the product reaches the user, the interface is the product. And the designer is the one who decides whether the idea survives first contact with reality.

Design based on facts, not vibes. Here’s why UX research matters ↓ Skipping UX research when designing a website is like assembling IKEA furniture without the instructions. Sure, you might end up with a chair, but will it hold your weight—or will it wobble until it collapses? UX research isn’t just another box to check. It’s the foundation that keeps everything from falling apart. Without UX research, you’re designing based on vibes, not facts. And that’s how “cool” designs end up confusing users, tanking conversions, and turning into “oh no” moments after launch. So, what does UX research actually do? → Spot user pain points before they become your pain points. → Prioritize features and designs using real data instead of educated guesses. → Create experiences users love, not just tolerate. → Boost key metrics like engagement and conversions (because let’s be honest, that’s the end goal). So, how do you make UX research happen? By staying curious, asking great questions, and using the right tools: 𝗨𝘀𝗲𝗿 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀 Talk to real humans—ask them what’s frustrating, what’s working, and what they need. You’ll learn more in one conversation than you will from staring at analytics. 𝗨𝘀𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝘁𝗲𝘀𝘁𝗶𝗻𝗴 Put your design in front of users early. Watch where they click, hesitate, or get stuck. Sure, it’s humbling—but it’s also how you fix things before they become disasters. 𝗦𝘂𝗿𝘃𝗲𝘆𝘀 Fast, efficient, and a great way to confirm (or shatter) your assumptions. 𝗛𝗲𝗮𝘁𝗺𝗮𝗽𝘀 Find out where users click, scroll, and hover. They’ll tell you exactly where your design nails it or falls flat. 𝗔/𝗕 𝘁𝗲𝘀𝘁𝗶𝗻𝗴 When you can’t decide between two options, let users vote with their actions. Data > opinions. 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀 No, it’s not copying—it’s learning what works in your industry and where you can stand out. 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝗺𝗮𝗽𝗽𝗶𝗻𝗴 Walk in your users’ shoes. Every step of the way. From discovery to conversion, figure out where they’re thrilled and where they’re frustrated. Here’s the bottom line: Fixing problems post-launch is a headache you don’t need. UX research saves you time, money, and the embarrassment of explaining why users can’t figure out your shiny new design. Build websites that don’t just look good—build ones that work for your users and your business. --- Follow Jeff Gapinski for more content like this. ♻️ Share this to help someone else out with their UX research today #UX #webdesign #marketing