Improving digital products through user-centred design research

Digital products are essential in today's world, and it's crucial to make sure that they meet the needs and expectations of the users. A common cause of product failure is creating something that users do not need or want. In this article, we will explore the importance of user research in digital product design and how it helped a global hospitality group drive major improvements to its custom App.

Understanding the Importance of user research

User research is a vital part of digital product design. It helps organisations to understand the needs and expectations of their users and customers. An expert digital product designer will conduct a discovery process to research and understand the users' needs.

This process may involve interviews with users, stakeholders, and customers, as well as desk research on the market landscape.

The information gathered during this process is used to create user personas, which are concise and shareable documents that describe an archetypal user in terms of their needs, pain points, behaviours, mindset, and other qualities.

How user-centred design helps to improve the quality of the product?

Adopting a user-centred approach to design offers designers a unique opportunity to collaborate with their target audience and create products that truly meet their needs. 

By gaining a deep understanding of their users, user-centred designers are able to generate a multitude of innovative ideas that are directly informed by the real-life requirements and preferences of those who will be using their products.

This approach to design empowers designers to create digital solutions that are not only aesthetically pleasing but also functional and efficient, providing users with a seamless and enjoyable experience.

Applying user research to improve customer experience

Elsewhen, a London-based agency, recently collaborated with a luxury hospitality group to enhance the user experience of its custom App.

The company operates exclusive members' clubs around the world and was facing issues with its in-house customer App, including unclear design and confusing navigation. 

Elsewhen engaged in a 14-week project with the client's leadership and CTO to tackle high-priority problems. The team conducted 7 customer interview sessions and 3 workshops to gather feedback and understand the client's challenges and priorities.

During the discovery phase, the team validated hypotheses on the App's key issues and developed design recommendations to improve the App. 

The redesign emphasised transactions and bookings and presented other features more helpful. The project resulted in research, recommendations, prototypes, and an implementation plan for the client.

As part of this work, Elsewhen designed and tested a high-fidelity prototype and helped the client to build an evidence-based, experiment-led team culture.

In conclusion, user research is crucial in digital product design. It helps organisations to understand the needs and expectations of their users and customers and to create products that meet those needs.

By conducting user research, Elsewhen was able to help a global hospitality group drive major improvements to its customer App, improving the overall customer experience.