Unlike KPI-centred design research, user-centred design research can help improve KPIs as well as customer satisfaction.
Opt for a user-centered design research approach to supply conversion rate optimisation (CRO) strategists with the necessary context. This will allow them to make more informed potential recommendations.
This piece has described user-centred design as “using informative analysis to develop hypotheses and evaluative research to validate those hypotheses.” After conducting A/B testing, researchers concluded that KPI-centered design dependent on dark patterns is unable to gain user trust, thereby damaging brand reputation.
A qualitative or user-centered design research approach can benefit CRO efforts by providing “attitudinal” insights. Support this with A/B testing to find the right balance to meet business goals as well as client expectations.
[13 minute read]