By Ramaa Venkatachari, UX Researcher at Google
At Google, Ramaa leads innovation research for Pixel Smartphones focused on future-oriented experiences.
Opinions expressed are solely my own and do not express the views or opinions of my employer.
Unlocking Innovation: The Role of UX Research in Driving BreakthroughsJune 26, 2023
The interconnectedness of innovation, product design and user experience research or UX research is crucial to ensuring that innovations are successful and user-centered. User Experience Research is a systematic process that aims to understand users, their behaviors, needs, and preferences. Its purpose is to inform and enhance the design and development of products, services, or systems. This involves collecting and analyzing data through qualitative and quantitative research methods to gain insights into user experiences and interactions. Ideally, research should play a role in every stage of the design or product development process, as outlined in the well-known Double Diamond framework by the UK Design Council.
During the early stages of creating a new product, there is often a sense of uncertainty and ambiguity, especially when exploring disruptive or radical innovations. Conducting UX research during this phase can be both challenging and exciting, as it allows for exploration and discovery. One effective approach to this type of research is leveraging divergent thinking. Before delving into its details, let’s establish a shared understanding of the different types of innovation.
An ambiguous space refers to a situation characterized by significant gaps or uncertainties. This can manifest in various ways, such as a lack of clear problem definition, an undefined target audience, limited knowledge of suitable technologies, or even uncertainty regarding the industry that best aligns with the given space. Ambiguous spaces arise due to the inherent nature of innovation, which involves creating something new and valuable. When innovations break new ground, there is often limited existing knowledge or established frameworks to draw upon. Innovations, however, come in different forms and are typically categorized as incremental, architectural, radical, or disruptive.
Types of innovations
Incremental innovation focuses on making small improvements or modifications to existing products, services, or processes. This iterative process aims to enhance performance, functionality, and efficiency over time. Conducting iterative studies and usability studies is valuable in this context.
Architectural innovation, on the other hand, involves changing the fundamental structure or design of a product or system. By reconfiguring underlying components or subsystems, a new architecture is created, offering new functionalities, performance improvements, or cost savings. Research in this area may explore developers’ perspectives, business-to-business considerations, or back-end infrastructure.
Disruptive innovation refers to the introduction of a new product, service, or concept that creates a new market or significantly disrupts an existing one. It deviates significantly from existing offerings. A prime example of disruptive innovation is Airbnb. The best research in this context is often foundational or generative, focusing on exploring new possibilities and understanding user needs in emerging markets or from a new perspective.
Radical innovation involves developing entirely new products, services, or processes that fundamentally transform existing markets or create entirely new ones. This type of innovation often requires significant investment and R&D efforts. An example of radical innovations is electric vehicles. While radical innovation is focused on bringing about transformative changes, disruptive innovation is concerned with creating a significant impact by challenging existing market dynamics and displacing established players. Some innovations can be both radical and disruptive, causing significant shifts in markets and industries. However, not all radical innovations are disruptive, as they may target niche markets or have limited impact on the overall industry landscape.
In summary, incremental innovation involves incremental improvements, architectural innovation focuses on reconfiguring structures, disruptive innovation creates new markets, and radical innovation involves transformative developments.
Role of UX Research
When conducting research in ambiguous spaces that are potential starting points for disruptive and radical innovations, it’s essential to employ a diverse set of methods and remain adaptive.
Start by immersing yourself in the ambiguous space by applying exploratory research methods. Gather insights, perspectives, and ideas to help shape your team’s understanding of the space.
Forecasting and Trend Analysis: Analyze emerging trends, technological advancements, and societal changes that have a significant impact at scale on the society or narrow down if you have a specific audience defined. Engage in forecasting to anticipate future user needs, considering the degree of departure from current user needs or behavior. This understanding helps gauge the level of behavior change required for successful adoption of the new innovation.
Expert Interviews: Conduct interviews with experts from industry and academia, and your stakeholders to gain insights, identify gaps, and generate new ideas.
Immersive Methods: Consider employing immersive research methods such as photojournalism and ethnography. These methods involve direct observation and immersion in the user’s environment to gain deep insights into their experiences, behaviors, and needs.
Once you have a good understanding of the space, seek diverse perspectives and encourage experimentation.
Co-creation workshops: Bring together a diverse group of potential users, stakeholders and even domain experts to generate concepts, uncover nascent themes and latent needs. This can be done through workshops, ideation sessions, or design sprints.
Interactive share-outs: Encourage team members to explore unconventional ideas, and challenge assumptions. When presenting what you’ve learnt from research, consider frameworks that go beyond presenting insights and identity opportunities for the team or business. The goal for these opportunities is to inspire what the roadmap would like for your product or company rather than serve as a business plan.
By embracing a diverse range of research methods, being adaptive, and cultivating an environment of experimentation, UX researchers can actively drive and shape breakthrough innovations that are firmly rooted in user-centered insights.
Sources: https://digitalleadership.com/blog/types-of-innovation/; designcouncil.org.uk