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Smart organizations know that user experience (UX) is more than just a box to check during the development process. Instead, it’s a commitment to look at experiences from the customer’s point of view rather than the company’s, and design digital experiences and other offerings in a way that caters to the customer.
But conducting UX research is only the first step. To become truly, validly, authentically customer-centric, an organization has to be insights-led. That is, UX research data should be driving product creation, not added in after the product is almost complete. Unfortunately, much UX research is done in later stages of the development process, when actual experiences have been built. That means hundreds of hours of development time/personnel have been spent on something that might not succeed in the market.
Fortunately, it’s easier than you think to move this concept from moonshot to regular practice. It can be reliable and effortless, even. The best way to avoid negative outcomes late in the game is to look for potential pitfalls earlier in the development process – in other words, shift UX research left.
