Discovery

At the Design and Usability Center, we believe that the discovery process can provide critical insight that is the cornerstone of product success.  Our discovery services are made up of both quantitative and qualitative methods. We conduct comprehensive user research, as well as spotlight investigations that are part of a larger, user-centered design project. Below is an example of some of the discovery methods we routinely use with our clients.

Identify user needs and define requirements

The success of any product is directly related to successful adoption by its users.  By using a combination of behavior-based and interview research techniques, we help our clients identify critical customer insights that provide a solid foundation for design. 

What we do:

• Understand what users do, not just what they say
• Identify critical user groups based on more than demographics
• Summarize key user characteristics that affect design

Understand how to influence and persuade your audience

There are times when design must move beyond traditional usability to leverage an understanding of what motivates users and drives them to action.  Whether you’re trying to increase conversion on an ecommerce site or get people to provide login information, understanding how to persuade them is the key. 

What we do:

• Identify key emotional “triggers” that affect decision making
• Map research-based components of persuasion design to business strategy
• Compare effectiveness of persuasion techniques

Gain insights into new markets and products

We believe that innovation can come directly from informed user insights.  Using research methods based in psychology, sociology, and cultural anthropology, we help our clients understand significant characteristics and trends that inform next generation development.

What we do:

• Study the full user ecosystem to identify trends and opportunities
• Identify and document key customer attributes such as thought process, brand relationship, technology trends, and culture
• Develop user-centric framework to guide innovation
• Synthesize findings into early design concepts for iterative testing

When should you consider discovery research?

• When you need to develop design requirements
• When you need to guide user behavior to meet business goals
• When you need to explore untapped markets or design concepts