User Research & Insights

There’s no substitute for genuine field research to understand the frustrations and aspirations of your target market. Observing real life situations, talking to your users and and putting yourself in your customers’ shoes will give you a new perspective and empathy which uncovers unmet needs and valuable insights.

For the Polaris project, we visited contact centres to watch operators engaging with customers and communications technology. A wealth of observations and insights were gathered on key aspects such as desk environment, cable management, function use frequency and hierarchy, user priorities, frustrations, training interventions, common errors and even physical safety issues.