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7 Things Your Company Gets Wrong About User Research

Data abounds in the world of interaction design. If an analyst wants to know which part of an app is drawing the most attention, or what color is most likely to make someone click a button, there are plenty of tools to help run experiments, multivariate tests, or make minor modifications. But designers who want to truly understand why someone is making a decision, and the thought process behind it, are stuck with Mad Men era tools: interviews, focus groups, and other labor-intensive exercises.

Nate Bolt wants to change that. As a veteran of the first dot com crash, he learned how valuable customer insights are to a design team and building a sustainable business. For a decade he led a team of researchers who completed hundreds of projects for more than 90 clients, including Volkswagen, Twitter, Pandora, The New York Times, Bank of America, Wikipedia, and HBO.

By Joseph Flaherty

Full Story: http://www.wired.com/2014/05/7-killer-research-insights-from-facebooks-former-design-research-guru/

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