How to Persuade Clients to Invest in User Research Effectively
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Chapter 1: The Importance of User Research
Hearing a client declare, "We don't need user research," is a common nightmare for designers.
User research is essential for the success of any design endeavor. While designers understand its significance, clients often do not. Convincing them to allocate resources for UX research can be one of the toughest aspects of the job, whether you're a freelancer or part of an agency. Many clients prioritize a visually appealing interface over thorough research. Despite our awareness that effective user research is vital for project success, articulating this to clients can be a challenge.
As a project/product manager in an agency environment, I've faced this issue multiple times. Here are three strategies I've learned to help shift clients' perspectives:
Section 1.1: Reframe the Conversation
Instead of emphasizing the need to understand users, focus on how user research aligns with achieving their business objectives. Clients are primarily concerned with meeting targets such as increasing revenue, reducing costs, and enhancing key performance indicators.
For instance, I recently expressed this sentiment by saying, "Given our limited budget, we cannot afford to skip the research. Proper research significantly boosts our chances of enhancing user engagement. We can either create three features based on guesswork, which offers a low probability of success, or we can invest some time in research and develop two features that have a much higher likelihood of achieving our goals."
The key takeaway is to emphasize outcomes, risks, and financial implications rather than simply the importance of understanding users.
Section 1.2: Collaborate on UX Artifacts
When clients assert that they know their users well, don't confront them directly; it often leads to resistance. Instead, acknowledge their knowledge while emphasizing that you need to understand their users to create an effective product.
Propose collaborating with them to create UX artifacts, such as user personas or empathy maps. Engage them in discussions, asking specific questions about user behavior, context, and expectations.
In this process, you may discover that clients struggle to provide detailed answers or offer contradictory information. Use this opportunity to highlight the gaps in their understanding and suggest further research.
Chapter 2: Experience User Research Firsthand
The video titled "Don't Have Access to Users in UX? (How to Drive User-Centered Design Org. Change)" explores strategies for fostering user-centered design within organizations. It presents practical insights on how to advocate for user research effectively.
Encouraging clients to participate in a limited research phase can be more manageable than proposing an extensive research project. Suggest conducting one or two interviews together, and share the insights gained from these sessions.
Illustrate how this small research effort can significantly enhance the likelihood of achieving their business goals. Allowing clients to experience user research firsthand often opens their eyes to its value.
If a client remains resistant, consider sponsoring a few research hours to demonstrate its importance. I once had a client who opposed user research, but after my company covered the costs for a few hours, the client became enthusiastic and began funding research projects thereafter.
Wrap-Up
For many freelancers and agency designers, selling user research can be daunting. However, it is not fundamentally different from marketing other services.
To succeed, remember to: - Speak in terms of business outcomes, not just UX concepts. - Help clients recognize their knowledge gaps without directly challenging their claims. - Provide them with a practical experience of user research rather than relying solely on persuasive arguments.