5 Essential Rules of UX Research
Start with Empathy
At the heart of every successful digital experience is empathy. UX research begins with understanding your users on a deeper level—their needs, pain points, and motivations. By putting ourselves in their shoes, we design not just for users, but with them in mind, ensuring that every interaction is intuitive and purposeful.
Use Data to Inform Decisions
Decisions should be grounded in data, not assumptions. From interviews and surveys to analytics, every piece of data informs our design choices. Combining qualitative insights with quantitative data leads to products that are not only useful but also meaningful.
Iterate, Don’t Assume
The best products are born from iteration. We embrace the process of testing, learning, and refining. Through continuous feedback loops—whether through prototypes, A/B testing, or usability studies—each iteration brings us closer to the ideal user experience.
Involve Stakeholders Early and Often
UX research isn’t just about users; it’s about aligning user needs with business goals. Involving stakeholders from the start ensures that all perspectives are considered, creating a seamless connection between business objectives and user needs.
Think Long-Term
Great UX is never a one-time effort. We design for sustainability by considering scalability and planning for future updates. By anticipating growth and changes, we ensure that the product remains relevant and user-centric for years to come.
Example: Enhancing Intermodal Travel for NMBS/SNCB
Facilitating Seamless Journeys for Leisure Travellers
When NMBS/SNCB, Belgium’s national railway company, sought to improve the travel experience for their customers, they approached Agifly and Namahn for a solution. The goal was to enhance the accessibility and quality of information provided during journeys, specifically focusing on making transitions between different modes of transport—trains, buses, trams, and bicycles—more seamless and stress-free.
Our Collaborative Journey
Embodying our principle of starting with empathy, we chose not to rush into development. Instead, we took a step back to thoroughly analyse the customer journey.
Service Design & Design Sprint
We initiated intensive research and brainstorming sessions to identify key user needs and pain points. The design sprint focused on understanding the traveller’s journey and developing innovative solutions to enhance it.
First Prototype & Testing
Leveraging insights from the design sprint, we developed several prototypes, including redesigned station information pages and new features for multimodal travel. User testing was crucial to ensure the solutions were both intuitive and effective.
Data Analysis
Our design team analysed Hotjar data from NMBS/SNCB’s UX research department. We adapted the prototypes based on these insights, incorporating advanced search capabilities and improvements to the information architecture.
Prototype Improvement & Further Testing
We collected additional user feedback to refine and optimise the platform. Improvements were made to enhance usability, reduce information overload, and better align the digital experience with the needs of NMBS/SNCB’s customers.
Why This Matters
By involving stakeholders early and continuously incorporating user feedback, we ensured that the solutions not only met immediate requirements but also delivered a seamless and intuitive experience for all travellers. Our collaborative approach means the designs are shared across departments, increasing the likelihood that these enhancements will be implemented in the NMBS/SNCB app. This exemplifies our commitment to thinking long-term and designing solutions that stand th.
Outcome of the Research and Design Sprint
Station Info Page Enhancement
We simplified complex information structures through UI design. Information was reorganised, new relevant content was created, and graphic components were updated to make the interface more intuitive. An advanced search feature assists users in navigating and understanding the page.
Interactive Station Map Creation
An interactive map displaying the station layout was developed, highlighting platforms, corridors, shops, and restaurants. Key points of interest, such as ticket counters, restrooms, parking, elevators, and luggage storage, are clearly marked. Users can explore the station with precise zoom and navigation features and access detailed information on schedules, services, and accessibility.
Multimodality Page Creation
This page helps users plan travel from the station, displaying bus, tram, and metro lines with numbers, directions, and stops. Real-time schedules are available for connections, and links to transport operators provide additional details. A multimodal route search function generates comprehensive travel plans, including line numbers, directions, stop names, real-time schedules, travel time, and distance.
Conclusion: The Process for Digital Excellence
UX research is the cornerstone of our work at Agifly. By adhering to these core principles, we ensure that every website or web app we develop delivers real value to users and businesses alike. It’s not about checking boxes; it’s about creating experiences that users love. As we continue to grow, these principles will guide our approach to every project, big or small.
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