Jordan Koschei jordan koschei

Research

An Anecdote on the Importance of UX Research

“Can you make sure they add sounds to the next version?”

I’m standing in an aisle of a Wal-Mart in suburban Florida, scrambling to open up my notebook as the rest of my team walks out the door onto the bus. I’m still not entirely sure what’s going on, but the guy in front of me looks frustrated, so I’m pretty sure he’s about to tell me something valuable.

It’s the end of 2015; I’m doing UX work at a small agency, mostly for Fortune 500s who are trying to make their internal tools a little less horrible to use. On this project, I’m traveling around the country with a small team, shadowing merchandisers from a brand-name consumer-goods company as they drive to different stores and stock the shelves with their product. It’s just me, my project manager, and three consultants from a gigantic consulting company.

We’ve just finished shadowing this particular merchandiser and are getting ready to leave for our next stop. I’m the last one out of the aisle, and the merchandiser we’ve been observing pulls me aside.

“I’m not sure if you can do anything about this, but I’m having an issue with our new app, and I think other people have been having an issue too.”

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