On Monday, I wrote that the goal of user research is to increase revenue or decrease costs for clients. There are lots of ways research can deliver economic benefits, but it’s not clear to me that many visitation-based membership organizations think in these terms.
Some people I’ve spoken with are keenly aware that their design systems are hurting revenue. I’ve heard directors complain about the membership and ticketing software they use and that they feel “stuck” with. But for every one of those who is aware, there are ten who aren’t. Most don’t seem to know that design research can have a measurable, positive influence on their organization’s revenue.Read More