By Michele McDanel (opens in new tab)
Image credit: iStock
I’m in the enviable position of hearing what my research colleagues are working on within my team and in other groups at the company. I’m also regularly reading what other researchers are posting. This gives me a broad perspective about topics and trends in UX research. Based on those sources, here are some trends that I think are in store for the UXR discipline in the coming year.
- Focus on accessibility
Accessibility has certainly been an issue in several disciplines for the past few years, and UX research is no exception. It’s part of an increased focus on user groups that have historically been under-represented, and of interest across both research and design. It’s no surprise that the top post on our blog last year – by a huge margin – was this post (opens in new tab) about inclusive design and the need to consider users with invisible disabilities.
It stands to reason that if you want to be sure that you are meeting the needs of all users, designing accessible experiences is crucial. And, if you want your research process to be inclusive, you need to make sure that your process — from screeners to the technology you use — are accessible as well. I expect accessibility will continue to be a top discussion topic and area of focus for the year.
- Artificial intelligence and trust
The increased prevalence of data breaches in the news comes hand in hand with increased public attention and concern around how data is being used and how new technologies affect people’s privacy. If you’re already doing work around artificial intelligence, you’re aware of the trust issues that consumers have with this technology, as well as the need for transparency about how it’s being used.
We wrote a couple of posts outlining what our researchers learned in 2020 that outline common mistakes and how to address them, as well as how to build trust. If you missed them, check them out here (opens in new tab) and here (opens in new tab).
- Connecting more deeply with customers
Naturally, the last two years have offered numerous opportunities for researchers to refine and adapt ways to conduct research remotely, swapping face-to-face meetings for online substitutes. Remote research isn’t going away, as it offers researchers several benefits, such as potentially reduced budget impact and the ability to connect with a more geographically diverse user population.
At the same time, I see researchers wanting to gain deeper understanding. So, when you’re faced with a need for digging into users’ habits and though patterns, how can you connect with them remotely about their direct experience? Golden path studies are one example, which we discussed here (opens in new tab). Other methods that could be used include jobs to be done, which we discussed here (opens in new tab); or diary studies, which can be a great way to dig deeply into questions with customers and have them answer over time.
- Getting to know Gen Z
Gen Z is growing up. While the youngest of them will be turning 10 this year, the oldest are (and have been) entering the workforce. This demographic uses digital devices with ease (particularly smartphones) and grew up with the Internet. They are fundamentally different from other age groups, and in many ways, they are a microcosm of the direction the world seems to be going: They are diverse, entrepreneurial, practical, technologically savvy (opens in new tab), and value authenticity.
There’s still much to learn about this group; early indications are that reaching them will pose unique challenges. I predict that interest in Gen Z will continue to heat up this year as their influence on purchases, technology, and the workplace continues to be felt.
- The continued COVID hangover
The COVID hangover is a phenomenon that’s been documented with companies and their employees (opens in new tab), and UX researchers aren’t immune from the stress and anxiety of the last two years.
Users may view a research request as just one more Zoom meeting they don’t want to attend, so researchers need to look for ways to recruit attractively, simplify requests, and show users an enticing or interesting benefit for participation. All the while combatting their own COVID hangovers and the empathy fatigue (opens in new tab) that UX researchers often experience.
Research organizations will need to look for ways to address burnout in their ranks while finding ways to build community and foster wellbeing among a hybrid workforce.
I see some common threads across these trends:
- A focus on or individual and shared humanity, and a desire for deep understanding of users, while being inclusive of groups that may have typically been underrepresented.
- Finding new ways to reach people while acknowledging the affect those technologies might have in terms of mistrust and fatigue.
- Remaining cognizant of the COVID-19 pandemic’s continued effects on our collective well-being. Indeed, a focus on employee wellbeing (opens in new tab) may well emerge as a key corporate differentiator in our new world, but that’s a prediction that goes beyond just UXR.
Whether these predictions come true remains to be seen in the coming twelve months, and I’ll be watching the trends I described and other developments with great interest!
What do you think? How do these trends map to what you’re thinking about for 2022 and your research efforts? What would you change or add? Tweet us your thoughts @MicrosoftRI on Twitter (opens in new tab) or join the conversation on Facebook (opens in new tab).
Michele McDanel is a builder, an organizer, and a storyteller with a bachelor’s degree in Communications and an MBA. She is energized by solving problems and meeting business needs through communications and customer experience solutions that raise the bar. Michele enjoys building relationships and managing teams; and overall, just figuring out what the “special sauce” is that will be the competitive differentiator for a business and its solutions. She joined the team in 2019 to amplify the great UX research and data science work they do, and to showcase the thought leadership of the team across internal and external communications, events, and social media.