Smart Communication Design Company

UX Blog

Home > UX Research in Japan > UX Blog > October 2019 > Reporting on UXPA2019: How to connect usability testing to design, Part 3

The Mitsue-Links UX Blog shares some of our insights and opinions about UX in Japan, experience design and cultural differences between user research in Japan and the world.
If you want to find out more about us, please contact us at

Reporting on UXPA2019: How to connect usability testing to design, Part 3

Sayaka Kameyama - UX Researcher

This is the final part of my trilogy of blog posts on the UXPA poster session. Previously, I discussed how to consider user feedback. By grasping the why behind user actions (facts) during usability testing, you will be in a much better position to solve user problems.

Recap of previous posts

Screens of rentacar app

However, to devise a solution that works, ideas formed through intuition as well as requirements including business strategy and system specifications must be considered. This meeting of the whys, intuition, and requirements are where designs that solve user problems can be found.

Conceptual diagram from Fact to Design

Dealing with ideas formed through intuition and requirements

From the viewpoint of a researcher, it's common to assume that after understanding the reasons behind user problems (the whys) they can jump straight to figuring out solutions (the how). However, it's necessary to deal with ideas formed through intuition alongside the requirements. No matter how much thought is put into the reasons behind user problems (the whys), without meeting requirements such as business strategy and system specifications, these solutions cannot be implemented. Furthermore, there may also be times when inspiration comes from observations made during usability testing (the facts). Often these are ideas that researchers come up based on their experience and can be hard to ignore. However, instead of simply adopting those ideas, working through the causes (the why) and requirements before thinking about solutions (the how) and doing some fine-tuning will enable creation of designs that solve user problems.

Examples of designs based on intuition

Examples of business strategy and system specifications

Connecting with design

By integrating the identification and understanding of the why, ideas based on intuition, and requirements, the path to solving the problems (the how) will become clearer. In order to realize the how, make changes to the design by fine-tuning the UI.

Examples of solutions

Examples of specific UI improvements

Improved screens of rentacar app

As can be seen with the above, the proposed solution based on direct user feedback, which was to show the total fees on the car selection page (covered in the first post in this series), is very different from the final suggestions. Because the focus of usability testing is user feedback, which carries much weight, it's easy to fall into the trap of directly implementing user comments into solutions. This often makes solutions too restrictive or impossible to implement due to business or system requirements, in which case the problems that took effort to identify may not be solved. To prevent this, it's important to thoroughly analyze and reason through the context and user ways of thinking behind their words. When business and system requirements are brought to the table, make sure to go back to the root causes, and think flexibly about different possibilities from various angles. In order to achieve a design that solves the user problems found during usability testing, it's essential to fully consider user actions (the facts), ideas formed from intuition, and requirements, rather than merely implementing user feedback directly into solutions.