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UI/UX Research

Find where
it breaks

We talk to your users, read your numbers and watch people try real tasks. You get clearer flows, tested wireframes and a ranked list of fixes before interface design starts.

03 / 07UI/UX Research

Evidence
before pixels

Approach

Teams know their product too well to see it fresh. People skip the copy you polished, miss the button you were sure of and invent their own workarounds. We find those moments by talking to users, reading your data and watching people try real tasks.

Then we turn what we saw into decisions: a clearer structure, simpler flows, wireframes tested with real people and a short list of fixes ranked by severity. Interface design starts from evidence, so less gets rebuilt later.

Where we look

Capabilities

Each method sees a different side of the same product. We use the ones your questions need.

01

Discovery interviews

One-to-one conversations about goals, habits and workarounds, sorted into themes.

02

Analytics and funnels

Your data shows where people leave. That tells us where to look for the why.

03

UX audit

An expert review against Nielsen's ten usability heuristics, every issue rated by severity.4,3

04

Journey mapping

Every step from first visit to reorder, with what people do, feel and where it hurts.

05

Information architecture

Card sorts show how people group things. Tree tests check they can find them again.

06

User flows and wireframes

Key paths drawn step by step, including the errors and edge cases screens forget.

The question
picks the method

Research methods

Some questions need people talking, others need people doing. Some need a reason, others need a number. We choose the method from the question, not from habit.

Why and how to fixqualitative
How many and how muchquantitative
the questionthe method
01Why do people quit at checkout?→ Usability testing + field studies
02How many people reach the cart?→ Analytics + a/b testing
03What do people need that we miss?→ Interviews + diary studies, concept testing
04Where would people look for refunds?→ Tree testing + card sorting
05Which checkout sells more?→ A/B testing + analytics
06How do people rate delivery?→ Surveys + customer feedback
Methods placed by what they reveal, after Christian Rohrer's landscape of user research methods for Nielsen Norman Group.1 Positions are approximate. Most studies need more than one corner.

A test session,
replayed

Usability testing

We give people a real task on a prototype or the live product and watch, without helping. The moment they stop and search is the finding.

Session 04 · P40:00 / 1:00
Task 2 of 4Change the delivery address for tomorrow’s order.
Thinking aloud
0:06“Track order... no, that just shows the rider.”
0:20“I’d expect an edit button on the order.”
0:36“Maybe Help can change it?”
0:47“Oh. It’s hiding in these three dots.”
stuck 16 sdone 0:51
0:00tap1:00
Finding 01Address change hides behind the ··· menu
P1✓0:19P2✓0:58P3×gave upP4✓0:51P5✓0:24
3 of 5 got stuck or gave up · severity 3, major
A fictional session, replayed about four times faster. Severity uses Jakob Nielsen's 0 to 4 scale.3
How many people per roundFive people, fix, then test againJakob Nielsen's model puts the share of usability problems found by n test users at 1 − (1 − L)n, where L is the share one user reveals: 31% averaged across a large number of projects. A first study with five participants finds 85% of the problems. After the fifth person you mostly see the same findings again.2So we test in small rounds: five people, fix what broke, then test the new version. The model assumes similar users, so when a product serves distinct groups, we recruit from each.

How a research
project runs

Stages
  1. 01KickoffWe agree on the questions, the people to talk to and what a useful answer looks like.
  2. 02Data reviewAnalytics, funnels, support tickets and past research, read before we talk to anyone.
  3. 03UX auditAn expert pass against usability heuristics, every issue rated by severity.
  4. 04RecruitingParticipants who match your real users, screened for the tasks we will test.
  5. 05InterviewsOne-to-one sessions about goals, habits and the workarounds people rely on.
  1. 06SynthesisNotes become themes, a journey map and a clear list of pain points.
  2. 07StructureCard sorts and tree tests settle the navigation and the labels.
  3. 08Flows and wireframesThe key journeys redrawn in low fidelity, edge cases included.
  4. 09Usability testingPeople try real tasks on a prototype. We fix what broke and test again.
  5. 10Report and handoverFindings ranked by severity, each with a fix, walked through with your team.

What you get

Deliverables

Everything we learn, in a form your designers and developers can act on. The report ranks every finding by severity, so the team knows what to fix first.

  1. 01Research plan
  2. 02Interview notes and themes
  3. 03Journey map
  4. 04Sitemap and navigation
  5. 05User flows
  6. 06Wireframes and prototype
  7. 07Test recordings and highlights
  8. 08Findings report with fixes
Findings reportsorted by order foundseverity
#finding · fixseenseverity
1Address change hidden in the ⋯ menu→ Edit address on the order card3/5major
2No feedback after Save→ Show a saved state2/5minor
3Declined card empties the cart→ Keep the cart, offer UPI4/5catastrophe
4Promo field looks required→ Collapse it behind a link1/5cosmetic
5Search misses local names→ Add synonyms such as atta3/5major
Severity follows Jakob Nielsen's 0 to 4 scale, which weighs how often a problem happens, how hard it is to get past and whether it keeps coming back.3 Demo data.
Sources
1Christian Rohrer (2022). When to Use Which User-Experience Research Methods. Nielsen Norman Group.
2Jakob Nielsen (2000). Why You Only Need to Test with 5 Users. Nielsen Norman Group.
3Jakob Nielsen (1994). Severity Ratings for Usability Problems. Nielsen Norman Group.
4Jakob Nielsen (1994). 10 Usability Heuristics for User Interface Design. Nielsen Norman Group.

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