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This quote from American writer, Emily Levine, summarizes where many organizations find themselves. Assumptions are counter to what UX or any research is attempting to achieve.
“When you’re surrounded by people who share the same set of assumptions as you, you start to think that’s reality.”
Generally speaking, assumptions represent the business view and should be acknowledged as incomplete knowledge and challenged by data from research. If anything, assumptions can be used to form a hypothesis, which research can either prove or disapprove. We all can tend to make assumptions about what people want or need. The very act of acknowledging what these are is a hugely important first step in establishing facts that we can work from and act on.
Here are some simple definitions that may help when attempting to categorize the data you have before any research begins.
What assumptions or presumptions does your business have about its customers?Back to Top
Rick Monro is UX Director at Fathom. He has extensive experience in user research, interaction design, user-centered design, and design strategy with private and public sector organisations throughout the UK and Ireland.
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ABOUT THIS DIGITAL MARKETING MODULE
The UX Research module module will enable you to develop the knowledge and skills to build highly effective user experiences. You will learn how to think like a user in order to understand their priorities and needs, and you will recognize the role of various research and analytics techniques such as tree-testing, card-sorting, user-testing, user-surveys, Google Analytics and specialized tools such as Click-tale.