Why UX research is business research

Libby Maurer, UX leader at Widen Enterprise (a content technology company specializing in digital asset management software and content production services), makes a strong case for the value of UX research in a hardcore business environment.

She writes that “the unpredictable and unscripted nature of this type of research is why it’s worked so well for us”, and summarizes three of their our most hard-hitting wins:
– Business Win #1: Motivation-Based User Personas
– Business Win #2: Smarter Segmentation Models
– Business Win #3: Service Design