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Head of Research

Jadwiga Kijak

Head of Research

20.6.2022
-
5
reading min.

8 reasons to meet your users

When we start working with clients, we often hear that they know their users very well, they know what their needs and expectations are. The implementation of several dozen projects allows us to boldly state that this is a perspective that should be verified. Meeting a person, confronting the context in which they function, and thus being able to define the problems they face when interacting with a product, is much more than demographic data or segmentation.

You know what you are paying for

Individual interviews, focus groups or usability tests usually involve at least two researchers - the moderator conducts the research, while the observer records it and takes notes. As Mobee Dick, however, we try to invite one more person to the research team - our client. This could be a product owner, project manager, director, developer, or any other person whose perspective influences further product development. What are the benefits of such an approach? As a client, you not only get real value from the research summary report, but most of all you see the advantages of the recommended method that you pay for.

Sitting behind a Venetian mirror means that, with your companions, you are able to immediately chat through what the client is feeling and doing with the designed solution. This allows you to brainstorm right away and think about what needs to be done to improve the design. Access to customer feedback, including their pertinent comments, kept the concept of features and screens in the app evolving to create an ever better solution.

Aldo Ruiz
, E-Commerce Digital Senior Product Owner, LOT Polish Airlines

You get to know your target users

You gain knowledge about your users, their needs and pains in using your product or service, as well as the entire context and ecosystem in which they operate. Thanks to this, you are able to look at your product through the eyes of your customers, and such a change of perspective is very valuable for product teams.

This is also the value Aldo Ruiz noted:

Participating in user research allowed me to look at a product through the eyes of a potential customer. Such an experience gives an "unexpected" point of view, which opens the designer's eyes to things he didn't pay attention to before.

Aldo Ruiz, E-Commerce Digital Senior Product Owner, LOT Polish Airlines

You gain knowledge directly from users

The report and the conclusions of the research bring enormous value, especially in the area of strategy and design decisions. However, direct contact with the client, participation in the conversation and the opportunity to ask questions are even more valuable. Participating in research makes you understand the conclusions of the research team better and makes it easier for you to take them into account.

For me, as a Project Manager, participating in the research brought a new perspective on customers. I was able to get to know their problems better. Thanks to this I knew that my work cannot end only at the initially assumed stage, it has to go beyond the foreseen project framework.

Kamil Łucki, Business Development expert in the Corporate Client Department, mBank.

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You confront your ideas with users

Nothing is more eye-opening than meeting a user who doesn't understand or doesn't need the functionality you propose at all. Time and money saved by dropping unnecessary elements can be invested in developing areas that prove crucial to users during research.

We looked at what we create through the eyes of our users. Of course, not everything was perfect, there were many things they didn't like. At the same time, they pointed out to us many useful tidbits.

In my opinion, participation in research needs to be repeated. A person closed in the office, who does not confront the expectations of his customers, at some point begins to "drift away" and create products probably only for himself.

Michał Miler, Head of Product, STS.

You educate yourself and your team

You gain knowledge about how users use your product, but also new experience in design and research. You can use this knowledge in other contexts and even in other products. It becomes a permanent resource for your team. It pays to think about research in the long term, not just on an ad hoc basis:

Sometimes with small changes we can definitely improve user experience. Participation in research helps to verify the priorities of the planned changes. I think it's a good idea to conduct such research from time to time and check whether the direction in which we plan to develop is the one expected by the customer. It is for them that we build a product and we want them to enjoy using our products.

Ewa Mryczko, Project Manager, Scrum Master, STS.

Get to know your "business partner"

A project gains a lot of value when both the company you are working with and your team work hand in hand as one team. Not only the meeting with the user itself is important, but also the time before and after the research when the team can share expectations, conclusions and observations. In our experience, this exchange of ideas strengthens the collaboration between the client and the agency, thus creating one team.

You apply the knowledge you have gained within your organisation

The art of arguing business decisions is challenging, especially when it comes to raising additional budgets, designing new features in a product, or changes at the strategy level. Participating in research gives you real business arguments that you can use in your organisation.

This was also mentioned by Kamil Łucki of mBank, quoted above:

Participation in research proves valuable also after the project is over. When I conduct trainings with mBank employees, I can refer to specific examples, draw attention to real customer problems that we can solve thanks to the payment integrator developed in cooperation with Mobee Dick.

Kamil Łucki, business development expert in the Corporate Client Department, mBank.

An investment that pays off

Taking part in research requires finding the time, getting out of the office and taking a break from your day job. What may seem too expensive actually has benefits that are worth being aware of. Direct contact with the user translates into a better understanding of their perspective and the context in which they operate. The user is the most valuable source of knowledge for creating effective and useful products and services, as the organisations we work with experience every day.

CONTACT US

Questions? Get in touch with us!

Questions? Get in touch with us!

Let's talkLet's talk
Hola, hola, this is not the end! The rest of the article is under the banner.

What real value comes from customer participation in research?

  1. You know what you are paying for.
  2. You get to know your target users.
  3. You gain knowledge about users directly from them, not just from a report.
  4. You confront your ideas with users.
  5. You educate yourself and your team.
  6. Get to know your 'business partner'.
  7. You apply the knowledge you have gained to your organisation.
  8. An investment that pays off.

CONTACT US

Questions? Get in touch with us.

Questions? Get in touch with us!

Let's talkLet's talk