Basic UX Principles for Non-Designers

As a business leader, you’re focused on driving growth, meeting KPIs, and delivering value to your customers. But here’s the secret sauce that many successful companies swear by: user research. It’s the foundation of effective design and can help you make smarter, customer-focused decisions—without guessing.

You don’t need to be a UX designer to embrace user research. In fact, as a CEO, CFO, or leader, you’re in a prime position to champion it within your organization. Here’s how to start:

What is User Research?

Simply put, user research is about understanding your customers: their needs, pain points, and behaviors. This insight helps you build products, services, and experiences that truly resonate with them.

Why should you care? According to a study by Forrester, “Brands that prioritize customer experience see revenue increase by 1.4x compared to those that don’t.” By investing in user research, you’ll uncover actionable insights that directly impact your bottom line.

How to Start with User Research

1. Define the Problem: What do you need to know about your customers? Are sales dropping? Are users abandoning your website? Focus on a clear question or challenge to address.

2. Pick Simple Methods:

   • Customer Interviews: Have candid conversations with your users.

   • Surveys: Use tools like Google Forms or Typeform to collect feedback at scale.

   • Analytics Review: Check tools like Google Analytics or Hotjar to spot trends in user behavior.

3. Engage Your Team: Involve designers, product managers, and even frontline staff in the process. Everyone has unique perspectives to bring to the table.

4. Act on What You Learn: User research is only valuable if it’s applied. Use insights to refine your product, improve processes, or test new strategies.

The Leadership Mindset

As a leader, your role isn’t to run the research but to foster a culture that values it. Empower your team with the resources and time they need. Encourage open discussions about findings and champion decisions based on data.

As Steve Jobs once said,

“You’ve got to start with the customer experience and work back toward the technology—not the other way around.”

By embedding user research into your strategy, you’ll align your business with your customers’ needs—leading to better products, happier customers, and measurable success. The best part? You’ll build trust and loyalty that competitors can’t easily replicate.