Common methods
Usability tests watch people try real tasks. Interviews explore needs and motivations. Surveys measure opinions at scale. Analytics, heatmaps and session recordings show what people actually do on a site.
When to use each
Interviews help early, before you design. Usability tests help once you have a prototype or live site. Analytics and A/B tests help measure the effect of changes after launch.
Starting small
Watching five people try to complete one key task, like booking or checking out, often reveals the biggest problems. You can run these tests over video calls with simple prompts.
Why UX Research matters
Teams often assume they know how users think and get it wrong. Research catches costly problems before they ship and shows which fixes will actually improve conversions.
The form field that stopped everyone
An insurance agency's quote form had a low completion rate. Watching a few people fill it out showed most got stuck on a confusing policy-type question. Rewording it and adding a short help line raised completions.
Common mistakes
Asking what people want
People often can't predict their own behavior. Watch what they do, not only what they say.
Testing with your team
Colleagues know too much. Test with people who match your real customers.
Research nobody acts on
Share short, clear findings and turn them into specific changes.
Where we work on this