UX research

Cross-disciplinary Insights Teams: Integrating Data Scientists and User Researchers at Spotify

by SARA BELT and PETER GILKS, Spotify Sara Belt and Peter Gilks respectively lead the Creator and Free Revenue Product Insights teams at Spotify. In this article, Sara will explore the practice of User Research at Spotify, and Peter will lay out how Data Science and User Research work together to drive product decisions. Part 1. User research at Spotify Sara Belt, Head of Creator Product Insights When I say I work in user research at Spotify, folks' minds tend to travel in two directions: they figure I research either the kinds of music people listen to or the music itself: melodies, harmonies, rhythms, and how they impact people. Because, you know, what else is there to research with the world’s biggest music player? Over the past few years, Spotify has grown to be much more than that, and the research scope has grown with it. My team, for example, is focused on artists and the music industry ecosystem—how Spotify can help artists grow an audience, express their creativity, and thrive. We research fandom and how it...

Leaving the Bed of Procrustean Experience: On the Need for Ethnography

by MICHAEL THOMAS, Ford Motor Company User Experience (UX) Research and Design is a dynamic and diverse domain where designers, social scientists, and hybrids of all sorts are putting theory to work. It has successfully advanced a more holistic framing for human-centered design intervention, ideally keeping our attention on the user as the key unit of analysis at every stage. But we’re also discovering that herein lie potential opportunities for further refinement. UX has familiar practical limitations, and we debate these continually—the best way to measure, how to communicate, appropriate sampling, sample size, methods, protocols, metrics, and so on. Its fundamental limitations, by contrast, are inherent theoretical assumptions and biases. It is critical to innovate at this level of UX’s underlying principles; to move beyond the generally unspoken assumptions that the user is necessarily an individual and that the user’s perceptions about discrete temporally and spatially bounded experiences are authoritative. As a case...

Evolution of User Experience Research

by KATHY BAXTER, Salesforce; CATHERINE COURAGE, DocuSign; & KELLY CAINE, Clemson University Ten years is an eternity in the tech world. But the speed of change makes the classic “decade of reflection” even more valuable for assessing which changes really count and why. We had a chance to reflect systematically on the last decade of user experience research for the second edition of our book “Understanding Your Users,” which was first published in 2005. Since then, user research has become more widespread and more sophisticated. It has also responded to challenges of faster development cycles while simultaneously contributing more, not just to product development, but to the bigger picture of strategic innovation. So among the noise of trendy terms and fashionable phrases we found five key trends that really do matter: 1. Usability to User Experience One of the biggest changes is the shift from a focus on “usability” to “user experience.” “Usability” is an attribute of a system or user interface (UI). It...

Breaking it Down: Integrating Agile Methods and Ethnographic Praxis

taking ethnographic video, illustration by Carrie Yury
by CARRIE YURY, BeyondCurious Critical thinkers that we are, researchers are skeptical of buzzwords, one-size-fits all methodologies, and facile business trends. We scowl as ‘ethnography’ is invoked just because someone actually talked with a customer. We say things like, “If you want to be Agile, try yoga.” Even so, we remain deeply committed to the core value of these approaches when they’re done right. At BeyondCurious, we practice Agile Research. Why did we adapt our research practice to Agile? We did it because we had to. BeyondCurious is an innovation agency that specializes in mobile experiences for enterprise clients. Mobile moves incredibly fast. In order to be an effective, viable, and integral part of BeyondCurious’ mobile design and development process, research has to be done in sync with the rest of the team. And the rest of the team, from strategy and design to development, works in two week, agile sprints. It wasn’t easy, but we’ve adapted our research methods—from ethnography to UX research—to...