Blog (Insight Voices) What Is the Role and Value of User Research?

During my decade working in digital marketing, there was always a desire for the business to drive the experience. Regardless if it was a website redesign, mobile application or business software, the outset of each engagement often started with a list of features and fixes that, when implemented, drove increased revenue. Oh, and it needed to look “cutting-edge.” It sounded straightforward: Better looking + Fewer problems + More features = Success.