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28 articles in User Research
Full ArticleUser Research
Inclusive Design: Creating Products That Work for Everyone
Inclusive design goes beyond accessibility compliance to proactively consider the full range of human diversity including ability, language, culture, gender, and age throughout the design process. Products designed for edge cases often improve the experience for all users, as curb cuts designed for wheelchairs benefited parents with strollers and travelers with luggage. The article provides a practical methodology for conducting inclusive research, testing with diverse users, and embedding inclusion criteria into design reviews.
Nielsen Norman Group·10 min read·Sep 21, 2020
Full ArticleUser Research
Loss Aversion in Product Design: Why Users Fear Losing More Than They Enjoy Gaining
Loss aversion, the tendency to weigh potential losses roughly twice as heavily as equivalent gains, shapes how users interact with digital products. Designers can ethically leverage this bias through free trials, progress indicators, and streak mechanics. The article warns against dark patterns that exploit loss aversion to manipulate users into unwanted purchases or subscriptions.
Nielsen Norman Group·9 min read·Jun 10, 2019
Full ArticleUser Research
User Journey Mapping: A Complete Guide to Visualizing the Customer Experience
Provides a step-by-step guide to creating user journey maps that visualize the end-to-end experience of a persona interacting with a product or service. Covers when to use journey maps, what elements to include, and how to turn journey insights into actionable design improvements.
Nielsen Norman Group·10 min read·Dec 9, 2018
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Experience Maps vs. Journey Maps vs. Service Blueprints
Gibbons clarifies the differences between experience maps, journey maps, and service blueprints, three commonly confused UX mapping methods. The article provides a decision framework for choosing the right mapping technique based on scope, focus, and intended use, along with templates and best practices for each approach.
Nielsen Norman Group·9 min read·Sep 24, 2017
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Service Design 101: Designing the Invisible
Gibbons introduces service design as a discipline that orchestrates people, processes, and technology to create seamless end-to-end experiences. The article explains service blueprints, backstage processes, and frontstage interactions, showing how service design extends UX thinking beyond screens to encompass the full ecosystem of service delivery.
Nielsen Norman Group·10 min read·Jul 9, 2017
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Product Discovery
The purpose of product discovery is to quickly separate the good ideas from the bad. We need to validate ideas before we invest the time and money to build them.
Classic Articles·6 min read·Jun 1, 2017
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Customer Journey Mapping: A Complete Guide
Kaplan provides a comprehensive guide to creating customer journey maps, from defining scope and gathering research to visualizing touchpoints and identifying pain points. The article distinguishes between current-state and future-state maps and explains how journey mapping drives organizational alignment around the customer experience.
Nielsen Norman Group·13 min read·Jul 31, 2016
Full ArticleUser Research
The Mom Test: How to Talk to Customers and Learn If Your Business Is a Good Idea
How to validate business ideas through customer conversations without leading the witness. Key rules: talk about their life, not your idea. Ask about specifics in the past, not generics about the future. Talk less, listen more. Never ask 'would you use this?' (everyone says yes). Instead ask about their current behavior, pain points, and what they've already tried. Essential for lean startup methodology.
First Round Review·10 min read·Nov 1, 2013