Why?

Why does User Research and Human-Computer Interaction (HCI) Research matter?

With the exponential expansion and acceleration of technology and its use, it is imperative to research how and why we use and interact with it as well as what effects it has on us individually and as a society. Since technology touches many parts of daily life and continues to spread to new areas of use, it is very important to consciously observe, understand and shape the interactions that humans have with the technology based on human needs and goals.

• Observe | collecting information via several qualitative and quantitative data streams is important to have a holistic perspective on the customers, their needs & context and their use of a product or service.

• Understand | analysing the data streams and collected feedback as well as observations from tracked interactions with a product/service is crucial to evaluate the advantages and disadvantages it brings for a target group and the people around it (may not targeted but can be affected).

• Shape | only if the observed perceptions, attitudes, behaviours are understood and contextualised appropriately, we can go on to shaping and designing technology in a sustainable, non-harmful and value offering way for all.