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.

UX research process

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?

First, we need to understand what each one is.

An observation is a truth about how things are and a direct product of research. Observations describe behaviours and attitudes.

An insight is a…

Genalda Silva

UX Designer focused on UCD principles, accessibility and inclusive design

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store