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New product development benefits enormously from customer experience (CX) research, if done right. Sometimes, CX research is reduced to gathering product attribute lists outside the context of the actual experience. Moreover, companies often do CX research on an ad-hoc basis, not as part of a process. This leads to missed opportunities to save time and money in the process.
 
 
At the 2018 Dallas CX Talks , Brian Sullivan, from Sabre, presented a case study  illustrating the value of CX research to product managers. His presentation, Making the Unnatura…

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UX research methods are becoming popular as more companies across different industries try to provide a good user experience to their customers, which is not limited to improving a website or an app usability.
 
Designing a good user experience requires a user-centric iterative process, that can be represented as a continuous loop of four key phases  and that always comes back to the user:
 

Assessment: Understand what users are doing, what their needs are, and what problems they face
Design: Develop ideas of how to deliver a solution to the problems identified…

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