Why do product managers need to know UX fundamentals?<\/h2>\n\n\n\n
As a product manager, understanding UX fundamentals is crucial for creating products that are both functional and delightful for users. This is true whether or not you have an internal UX team.<\/p>\n\n\n\n
Knowing UX fundamentals enables you to be a better collaborator. Even if you have specialists on your side, knowing the fundamentals of UX allows you to converse, collaborate, and incorporate the user into all product decision-making.<\/p>\n\n\n\n
If you\u2019re working on upskilling your PM role to include UX fundamentals, good for you. You\u2019re doing the work that will not only deliver better business outcomes but will also make the internet a better place.<\/p>\n\n\n\n
Here are some key UX principles and practices that every product manager should know.<\/p>\n\n\n\n
UX research<\/h2>\n\n\n\n
The core pillar of UX that can\u2019t be ignored is: always start with research.<\/p>\n\n\n\n
UX research is fundamental to successful product development and optimization. It uncovers how your customers interact with your site and the journeys they take to purchase.<\/p>\n\n\n\n
Beginning to understand the experience means digging into data and leaning on UX research methods to discover how users feel when they\u2019re on your site. Here are a few important ones to keep in mind.<\/p>\n\n\n\n
Discovery research<\/h3>\n\n\n\n
Discovery research helps you understand use cases and user needs. It can ground you in what problems to solve and what is going on in the market.<\/p>\n\n\n\n
Example: Desk research is a type of discovery research that collects material or data from public sources like reports.<\/p>\n\n\n\n
Generative research<\/h3>\n\n\n\n
Generative methods are great for understanding what\u2019s happening on a website and forming hypotheses about what would work better. It helps you ideate problems that need to be solved and what product interventions could support users.<\/p>\n\n\n\n
Example: Interviews, surveys, and market research are all forms of generative research.<\/p>\n\n\n\n Generative research is great for ideation, but in order to move forward with confidence that your solutions will actually work, you need evaluative research.<\/p>\n\n\n\n Evaluative research helps you understand task completion, satisfaction, and whether users are able to accomplish core tasks within your app.<\/p>\n\n\n\n Example: Task completion analysis and user testing are evaluative research methods that offer insight into how your experience is working.<\/p>\n\n\n\n Evaluative research also helps you test treatments against the current experience, understand if core user needs are met, and if the solution will generate positive outcomes for the business.<\/p>\n\n\n\n Example: A\/B testing is a form of evaluative research that delivers validation on changes.<\/p>\n\n\n\n Competitive analysis and journey mapping help you understand if your app delivers on value promises better or worse than other solutions. Map out the customer experience for your product and that of competitors to uncover where you excel and where you might fall short.<\/p>\n\n\n\n These are the fundamentals. You can learn more about the UX research process here<\/a>, but by understanding these pillars, you\u2019re already on your way to a more effective product.<\/p>\n\n\n\n![\"Different](\"https:\/\/thegood.com\/wp-content\/uploads\/generative-research-examples.png\")
<\/figure>\n\n\n\nEvaluative research<\/h3>\n\n\n\n
Competitive analysis and journey mapping<\/h3>\n\n\n\n