When designing user interfaces common sense is really important; make it easy for your users to complete their tasks and achieve their goals, and they will be able to buy your product or service easily. Ignore major usability issues and even if your users were initially interested in what you had to offer, they will soon give up. In today’s world, where it’s not difficult to find an alternative to your product, good usability is not optional, it’s essential. However, just because someone is able to complete a task, it doesn’t mean they will. That’s where emotions come into play.

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If you have already selected a research method to use during your UX process, here’s another hurdle to overcome. How do you ask better questions when faced with limited time with your users? And how do we identify and control the sources that may get in the way of us delivering the highest-quality research possible? Let’s have a look.

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Surveys are a good way to collect opinions, but rarely a good methodology to understand behaviour. Surveys are useful when you need a numeric answer to a specific, well-researched question from a clearly defined group of people. Don’t use a survey if you require long, detailed answers. Use a qualitative research method instead.

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In UX design, metrics are used to measure how something is performing, and the “Net Promoter Score” (NPS)is recognised as being the gold standard of measuring satisfaction. Satisfaction may be a fairly good indicator for success when assessing your customers, however, there is often little or no connection between satisfaction and loyalty when it comes to services. Often it’s customer effort that is the decisive factor in determining whether a customer’s needs are being adequately met.

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“Good design is at little design as possible” – Dieter Rams. While the experiences and interfaces we design become more complex, it is crucial to keep in mind the importance of achieving simple products that are understandable and not burdened with non-essentials.

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