How do you prioritize design changes when faced with conflicting user research findings?

1 Identify Goals

When you're faced with conflicting user research, start by revisiting the goals of your project. Understanding what you're trying to achieve with your design changes can provide a clear direction. Are you aiming to increase user engagement, improve accessibility, or streamline navigation? By aligning design changes with your objectives, you can prioritize modifications that will have the most significant impact on reaching these goals while also addressing user needs.

2 Analyze Data

Next, take a deep dive into the data from your user research. Look for patterns and outliers in the feedback and consider the context in which the data was collected. Sometimes, conflicting findings can be a result of different user demographics or use cases. By segmenting the data and analyzing it within the context of each user group, you can gain insights into which design changes will benefit the majority or target the most critical issues.

3 User Needs

Understanding the hierarchy of user needs is crucial. Prioritize changes that address fundamental usability issues before those that enhance aesthetics or add new features. If users are struggling to complete basic tasks, no amount of visual polish will compensate for that frustration. Make sure the core user journey is smooth and intuitive; this will often resolve conflicts in user research as you'll be focusing on commonalities in user problems.

4 Business Impact

Consider the potential business impact of each design change. Some modifications may promise a greater return on investment (ROI) by driving more conversions or retaining users longer. When user research findings clash, weigh which design changes align with business objectives. Prioritize those that support both user satisfaction and business growth, as these are likely to be the most beneficial in the long term.

5 User Testing

Iterative user testing is a powerful tool to resolve conflicting research findings. Develop prototypes incorporating different design changes and test them with users. Observe how each variation performs and listen to user feedback. This real-world testing can often clarify which design changes are most effective, helping you to prioritize based on evidence rather than speculation.

6 Iterate and Learn

Finally, embrace an iterative design process. Implement the most critical changes first, monitor how they perform, and be prepared to adjust based on new user feedback. Recognize that UED is an ongoing process of refinement and learning. Prioritizing design changes isn't about finding a perfect solution on the first try; it's about making informed decisions that can be built upon over time.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?