Research in Product Design: Key Stages Before Project Launch
Introduction
Research in the field of product design is a crucial stage before the start of a project. These studies allow product designers to gain valuable insights that form the basis for the development of successful products. In this article, we will explore the main types of research that can help a product designer bring ideas to life in real projects.
User Experience Analysis
User experience analysis is a fundamental stage of research. It enables a deep understanding of user needs, habits, and expectations from the product.
1. Consumer Needs Analysis
Research Goal: Identify users’ primary needs and their expectations from the product.
Example: Researching users of a mobile ticket booking application to understand their needs for an intuitive interface and swift ticket search.
Outcome: The data obtained helps determine which features and capabilities should be included in the product to satisfy user needs.
2. Prototype Testing
Research Goal: Verify the product’s functionality in conditions closely resembling real use.
Example: Creating a prototype of a task management mobile app and testing it with a user focus group.
Outcome: Assessing user satisfaction with the product’s interface and functionality. Identifying weaknesses and inconveniences.
3. Gathering User Feedback
Research Goal: Collect user opinions and feedback on the product.
Example: Monitoring user reviews in app stores to detect issues and improve the product.
Outcome: Understanding what users like about the product and what needs improvement. User feedback can guide design and functionality adjustments.
Market Research and Competitiveness
Market research enables a product designer to assess the market’s specifics and the competitiveness of the proposed product.
1. Competitor Analysis
Research Goal: Study competitors’ products, their features, and weaknesses.
Example: Comparing the functionality of various mobile banking apps to identify competitive advantages.
Outcome: Understanding what already exists in the market and how to create a product that stands out among competitors.
2. Target Audience Research
Research Goal: Analyze the behavior and preferences of the target audience.
Example: Surveying users of different age groups and socio-cultural backgrounds to identify their preferences in using social media.
Outcome: Gathering data on the target audience, their expectations, and needs, which can guide product development.
3. Market Trends Analysis
Research Goal: Investigate current trends and market developments.
Example: Analyzing changes in consumer preferences in online shopping.
Outcome: Understanding current trends and adapting the product accordingly. Such analysis helps create a product that meets contemporary requirements.
Jobs to be Done (JTBD) Research
Jobs to be Done research helps to determine what tasks users want to accomplish using the product.
1. Identifying the Primary Task
Research Goal: Determine the task the user wants to accomplish with the product.
Example: Identifying that the user wants to manage their finances efficiently.
Outcome: Understanding the specific task the product should address for the user.
2. Context and Obstacles Analysis
Research Goal: Study the situations in which users encounter obstacles in accomplishing the task.
Example: Researching how users manage their finances and identifying problems they may face.
Outcome: Defining the context of product use and the obstacles users may encounter.
3. Exploring Alternatives
Research Goal: Investigate other products or approaches users might consider as alternatives.
Example: Analyzing other financial apps users might view as alternatives.
Outcome: Obtaining information about competing solutions and user expectations.
Expert Interviews and Evaluation
Expert interviews with designers and other professionals provide valuable assessments of the product at early development stages.
Research Goal: Receive expert evaluations and recommendations for product design
Example: Conversations with UI/UX designers to evaluate the design concept of a mobile app.
Outcome: Receiving high-quality feedback and recommendations from professionals to enhance product design.
User Profiling and Personas
Creating detailed user profiles (personas) helps gain a deeper understanding of user needs, habits, goals, and issues.
Research Goal: Develop detailed user profiles for a deeper comprehension of their needs.
Example: Creating personas for a medical app, including patients with various medical conditions, doctors, and nurses.
Outcome: A more profound understanding of the needs of different user groups and the possibility to tailor the product to them.
Conclusion
Research plays a crucial role in the product design process. It helps understand user needs, identify key tasks and issues, and develop a product that aligns with their expectations. Effective research is a key element of a successful project, reducing risks and increasing the chances of success in the market.
Recommended Books:
“User Research” by Edward R. Tufte
“Designing Interfaces: Patterns for Effective Interaction Design” by Jenifer Tidwell
“Consumer-Centricity: How to Create User-Focused Products” by Jessica Richardson
These books provide in-depth information on user research, user interface design, market research, and user behavior.
