Last month I had the extreme privilege of attending an international user experience (UX) research trip with my team. The locations were Barcelona, Spain and Athens, Greece. Some from our team also attended a third leg of the trip in Casablanca, Morocco, but I wisely planned on only two countries for this trip.
As I wrote this on a plane over the Adriatic Sea from Athens to London, I was completely exhausted after averaging 3-5 hours of sleep per night, was braindead after days of intense focus, observations, note-taking and discussions, and I missed my bed and animals. The experiences of traveling abroad are beyond compare, but the idea of returning to the comfort of home is intoxicating.
So what is UX Research?
Many companies in virtually every vertical do market research. User research is a little different, so here’s my informal definition.
Tech companies that design products like apps and websites should not design and build them in a vacuum. They should be making decisions around a number of factors, two of which include data (logging how people actually use the product and drawing conclusions from that data) and user experience research (UXR), which just means talking to regular non-techy people about how they use our app. UXR encompasses a vast arsenal of techniques such as focus groups, on-the-street intercepts, in-home interviews, lab studies, usability testing, A/B testing and much more. The general goals are to understand how people perceive and use our products, and to get feedback on what they like, dislike, would change about our concepts, and how their ideal products would look and function.
So we did this work! For two days each in both Barcelona and Athens. We worked hard and gained a ton of useful insights.
Now for the Fun Stuff
I should be upfront that this was (gasp!) my first trip to Europe, so a lot of things I observed may seem run-of-the-mill to seasoned travelers, but I found them interesting, hopefully you will too. The following is a collection of my thoughts, observations and experiences from the trip.
British Airways Wants You Good and Drunk