User Experience Research Services

What User Experience Research Reveals

Research captures real needs, motivations and friction points through qualitative and quantitative methods. Qualitative methods include interviews, observation and usability tests, which explain why people act as they do. Quantitative methods include surveys and behavior analytics, which show how many people are affected and how often.

The two types complete each other. Analytics might show that many visitors abandon a form, and interviews explain whether the cause is trust, wording or effort. Using only one leaves either the size or the reason of the problem unknown.

The work runs in three phases. Discovery builds a picture of customers, their context and their goals. Usability testing and interaction analysis show where they succeed or struggle with your product. Analysis and synthesis convert the findings into personas, journey maps and a prioritized list of recommendations tied to business goals.

Research tells you what customers need before you spend money on what you think they need.

Benefits of User Experience Research

Research reduces the chance of building the wrong thing. These are the benefits our clients look for.

Fewer costly redesigns. Understanding users before design and development reduces rework and poor market reception.

Investment goes where it matters. Prioritized findings show which problems affect most customers or most revenue, so budget follows evidence.

Higher conversion and satisfaction. Fixing the barriers that users report and demonstrate improves completion rates and the overall experience.

Stronger retention. Knowing what frustrates and what delights customers helps the company keep them longer and earn referrals.

A shared view of the customer. Personas and journey maps give product, marketing, sales and service the same understanding of who they serve.

Tell us which customer questions you need answered before your next decision.

Our User Experience Research Approach

ICX starts from the business decision that research must inform, such as launching a product, redesigning a site or reducing churn, and designs the method around it. Every finding is linked to a decision and an owner.

The ICX Maturity Model assesses how ready your organization is to act on customer insight. The ICX Process Transformation Framework reviews the processes that shape the customer experience, so recommendations cover operations and not only the interface. The ICX Executive Blueprint maps processes, technology, business rules and KPIs behind each finding, so leaders see what to change and what it will affect.

We combine interviews and usability tests with analytics from tools such as Hotjar and Google Analytics, and we synthesize the results into personas, journey maps and a prioritized backlog. The insights can then be built on HubSpot, Salesforce or Adobe Experience Manager, and ICX can keep the measurement running through CX Intelligence, our managed analytics service.

Share the decision you need to make and we will design the right research for it.

User Experience Research Use Cases

When a company needs user experience research

A new product or service is about to launch. Research tests expectations and pain points so the offer fits customers from the start.

A website or app is being redesigned or rebranded. Studies of current behavior show what to keep, what to change and what customers expect from the new version.

Churn is high or engagement is low. Interviews and behavior analysis identify the frustrations that push customers away.

The company is entering a new market or segment. Research reveals cultural preferences and behaviors, so the offer and the experience are adapted.

Conversion on digital channels is below expectations. Usability testing and analytics reveal the barriers in product pages, forms and checkout.

Support costs are high. Analysis of common issues and queries shows which design and process changes would reduce contacts.

What user experience research gives each leader

CEO. Confidence that product and digital investments rest on what customers really need and do.

CMO. Knowledge of customer behavior and preferences to shape messages, content and digital touchpoints.

CIO. Usability evidence to prioritize platform changes and improve adoption of digital tools.

CSO and sales leadership. Understanding of the barriers in the digital sales journey and how customers evaluate offers.

CCO and head of customer service. Root causes of frustration in service interactions, so processes and interfaces can be redesigned around them.

Want to know which research approach fits your next project?