Research, as a fundamental part of UX, enables us to test hypothesis and guide the process of eliminating assumptions, with reason and focus on what really matters — user needs.
The value of research here is irrefutable, as now design decisions can be based in real numbers or direct quotes from the user. But how do you connect the dots and dig deeper to solve the problem — how do you move from observations to insights?
An observation is a truth about how things are and a direct product of research. Observations describe behaviours and attitudes.
An insight is a…