When people think of User Experience (UX) research, most would probably pivot towards the design thinking process, such as conducting user interviews or usability testing UX which are geared more towards the ideation stage of new features or products. But what happens once the product has been launched? Do designers no longer need to conduct research on the product?
What many newer UX practitioners fail to realise is that the UX process is one that is iterative and constantly evolving. User behaviors on products are closely monitored to gain insights that allow the company to release new updates or features that are more relevant to their users. For example, Youtube recently released new usability features such as pinch-to-zoom or precise tracking. These features offer users with better experiences by allowing them to easily pinpoint to specific parts of the video they want to view easily, rather than having to struggle with the scroll bar.
In fact, having an active user base means that companies are able to better track user behaviors on their product through digital analytics. That is where metrics come into play. Metrics allow UX designers to continuously measure data in user behaviours and attitudes after using the product. Through this, UX designers are able to continuously reiterate the product and provide the best user experience.