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<p>In <a href="https://www.delve.com/insights/the-roi-of-research-and-strategy" target="_blank">The ROI of Research and Strategy, Part 1,</a>&nbsp;we explained&nbsp;the business value of product research.&nbsp;In a nutshell, the value of research for businesses&nbsp;is in<em> not</em> wasting time and money developing the wrong solutions.&nbsp;</p>
<p>User research can take many forms: in-depth user interviews, surveys, usability testing, focus groups, ethnographic studies, field studies, concept testing of new ideas, A/B testing, and user data analytics, to name a few.<br></p>

<h2><strong>What Are the Deliverables of User Research and Strategy?</strong><br></h2>
<p>For a look at a few examples of research and strategy deliverables, click through the slide show below.</p>

<p>Delve's experts in insights, strategy, design, and engineering can guide you through an end-to-end innovation process that delivers results.</p>

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Project North Star: Now Soon Later – Now, Soon, Later – Market User Research

Design Criteria for Success – Feasible, Desirable, Viable – Desirability – User & Stakeholder Needs, Area 1, low, high – Area 2, low, high – Feasibility – Capabilities, Area 1, low, high – Area 2, low, high – Viability – What Makes Financial Sense – Area

Delve Market User Research & Strategy – Process Checklist – Phase 1 – Phase 2 – Phase 3

Key Metrics – Category A – Category B – Category C – Category D – Category E – Delve Market User Research & Strategy

Metal Framework – Touchpoint – Needs – Expectations – Activities – Feelings – Goal – Stage 1 – Stage 2 – Stage 3 – Stage 4

Project North Star: Value Proposition – Our [products & services (offering)] helps [stakeholder/customer segment] who want to [jobs to be done] by [verb (reducing/avoiding)] [customer pain] and [verb (increasing/ enabling)] [customer gain], unlike [compet

<ul><li><strong>Project North Stars.</strong> Project North Stars are guiding principles that provide a clear sense of direction and goals for team members.</li><li><strong>Design Criteria for Success. </strong>This deliverable enables a systemic approach to product design based on a comprehensive understanding of the landscape and users. It covers key needs, features, and drivers to address at various development stages.&nbsp;</li><li><strong>Process Checklists.</strong> A process&nbsp;checklist&nbsp;enforces discipline through a step-by-step process. It ensures repeatability, consistency, and a systemic approach to attaining key goals.&nbsp;</li><li><strong>Key Metrics. </strong>Establishing key metrics to understand drivers of user satisfaction and needs allows you to&nbsp;set design priorities based on a&nbsp;nuanced understanding of&nbsp;those needs.&nbsp;</li><li><strong>Mental Frameworks</strong>. Mental frameworks enable you to create organizational intuition around a product, service, or brand.</li></ul>

<p>As we&nbsp;<a href="https://www.delve.com/insights/the-roi-of-research-and-strategy" target="_blank">explained before,</a>&nbsp;user research is&nbsp;critical for developing products and services that succeed in the market and better meet the needs of your customers, but its value&nbsp;can be difficult to capture via traditional ROI calculations.<br></p>
<p>To fully understand the importance of user research and strategy for businesses, it can be helpful to look at real-world examples.&nbsp;</p>
<p>Here are four research projects we conducted for clients, and the business value we delivered.</p>

Construction Workers Drilling

<p>Research enables you to make good decisions throughout new product development, speeding up product development and creating a product that resonates with users. Here’s what research-driven NPD looks like.</p>

Don't Miss: Reduce Project Risk: Incorporate Research Throughout New Product Development

<h2><strong>Case Study #1: Building System Manufacturer</strong> </h2>
<h3><strong>Our client used to think</strong> </h3>
<p>A building system manufacturer assumed their product was being delivered to job sites satisfactorily, even though many team members had never been on a job site. They also&nbsp;had a long list of problems, all of which they assumed were high priority. <br> </p>
<ul></ul>
<h3><strong>Now they know</strong> </h3>
<p>Our user research informed them that building panels were arriving in the wrong sizes and only half-filled with the insulating material, resulting in a significant reduction in the quality of the installed product. User research also&nbsp;helped them narrow their priorities. The long list of problems had been preventing them from moving forward, but we identified the most significant pain point – making the system leak-proof. This led to the design of intuitive, redundant system plumbing that greatly increased the quality of the installed system. </p>
<ul></ul>

Food Storage – Delve Market User Research

<h2><strong>Case Study #2: Food Storage Manufacturer</strong> </h2>
<h3><strong>Our client used to think</strong> </h3>
<p>Selling top-of-the-line food containers requires being in tune with customers. Our client felt that having their account executives spend ample time with customers gave them the insights they needed. </p><ul></ul>
<h3><strong>Now they know</strong> </h3>
<p>Having professional, fresh eyes on the way products are used proved integral to identifying innovation opportunities and increased trust. Through onsite observation and interviews, we learned that space is critical in a commercial kitchen and that missing and broken lids are a consistent issue – something our client didn’t fully realize. Our team was able to help them redesign their products and plan for future innovations to take user context into account. </p><ul></ul>

Covid Test – Delve Market User Research

<h2><strong>Case Study #3: </strong>At-Home Medical Testing Company </h2>
<h3><strong>Our client used to think</strong> </h3>
<p>An at-home medical testing company thought consumers would want to hear that they received normal diagnostic results. </p><ul></ul>
<h3><strong>Now they know</strong> </h3>
<p>We learned that “good results” are only good when they match expectations. If people feel crummy, they want to know why. Users don’t trust the results if they don’t align with expectations—they&nbsp;would buy another test. <br> </p><ul></ul>

Doctor Sitting With Patient – Delve Market User Research

<h2><strong>Case Study #4: Cancer Center</strong> </h2>
<h3><strong>Our client used to think</strong> </h3>
<p>A cancer center had previously conducted a survey to understand patient sentiment around making a first appointment with an oncologist. Based on results, they thought patients wanted appointments ASAP. </p>
<ul></ul>
<h3><strong>Now they know</strong> </h3>
<p>Surveys produce “black and white” results that miss the nuance and ambiguity of a patient’s lived experience. By interviewing patients and caregivers and learning the <em>whys,</em> we found that they actually want transparency in scheduling, not necessarily urgency; they are comfortable waiting if they know work is happening behind the scenes. This insight allowed us to redesign the patient journey to better meet their needs during a difficult time.</p>
<ul></ul>
<p>The success of your&nbsp;business&nbsp;depends on&nbsp;designing products and services that meet the needs of real&nbsp;people.&nbsp;User research is your best tool for zeroing in on that. Ready to learn more? Let's talk!<em><br><br>This article was written by Amy Lee.</em></p>

<p><strong>Learn more about&nbsp;<a href="https://www.delve.com/services/strategy" target="_blank">Product Design Strategy & Research - Delve Services.</a></strong></p>

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<p>Framing the problem is a critical first step to designing a research plan. Our Design Research team will collaborate with you to define the problem and craft a plan that will deliver.</p>

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Construction Workers – Food Samples – Covid Test – Doctor with a Patient

<p><strong>To understand the critical importance of user research and strategy for businesses, it's helpful to look at real-world examples.</strong></p>

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The ROI of Research and Strategy, Part 2

The ROI of Research and Strategy, Part 2

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