UX Methodologies core practices to guide product development

User Experience is about taking into account each and every aspect of the interaction between a person and a product or service.Customers see us as one brand, we interact with our customers through multitude of touch points. Marketing, sales, on boarding, installation, customer support and product itself. There are internal meetings between teams but by and large we are separate teams focusing on different aspects of the same customer journey. UX processes help understand and bridge those gaps. UX designers normally work alongside product designers and product managers in multidiscipline teams.

Besides customer satisfaction integrating UX processes into product development has been proven to improve return on investment. It reduces development time and costs as well as decreases training and support costs.Below are some examples where usability took a back seat.

UX Strategy vs UX Design

It is also referred to as the problem space vs the solution space. Research and Insights stages help understand the problem and perform need finding where as concept and design stages match problem with a solution and test it.

User research

The main goal of user research is to inform the design process from the perspective of the end user. Quantitive and qualitative research is performed with users and stakeholders to understand the problems that need to be solved. Qualitative methods include one on one interviews. Quantitive methods include questionnaires and surveys and analytics tools


A persona represents a cluster of users who exhibit similar behavioural patterns in their purchasing decisions, use of technology or products. Behaviours, attitudes, and motivations are common to a "type" regardless of age, gender, education, and other typical demographics.

Personas are built by first conducting one-on-one interviews. typically, the researcher begins with a broad conversation that ultimately narrows in on the use of specific products or services.

User journeys/prototyping

Once you know users entry points you can define specific user journeys customers take. They define the user perspective of the site organisation.

Rapid prototyping is used to create low fidelity interactive versions of features or product to test. This communicates not just design but also interactivity and allowes for testing.

Usability Testing

Usability testing involves asking potential or current users of a product or service to complete a set of tasks, and observing their behaviour to determine the usability of the product or service. A/B testing is also performed, offering alternative versions of your product to different users and comparing the results to find out which one performs better.

A lot of companies recognise the value of UX and find different way to apply these methods to their product development. This can be done by utilising internal company resources such as marketing research or data teams. For some specific tasks agency is hired to perform a task and some companies employ dedicated UX designers and researchers

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