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 itâ€™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