UX research that revealed the real problem wasn't where the client expected — saving months of misdirected development.
Understand why users weren't using an existing banking feature. The client had a hypothesis about the root cause. My job was to validate or disprove it.
The research combined multiple methods to build a complete picture of the problem:
Deliverables included a current state analysis, evidence-based recommendations, and a prototype demonstrating the proposed improvements.
The real problem was not where the client expected it. Users weren't avoiding the feature because of a UI issue. The friction was rooted in business process design — the way the feature was structured created a mismatch with how users actually managed their finances.
The project delivered a research report with prioritized findings, a prototype of improved screens, and clear direction for the product team. The client received clarity on where to invest — and, equally important, where not to.
This is the value of research: we saved the client months of development time and budget that would have gone into fixing the wrong thing.
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