How do you test something that doesn’t exist? The obvious answer is to build it. But what if it’s difficult, time-consuming, and/or expensive to build? You don’t want to risk wasting resources on an untested idea. A common approach that user experience designers (UX) use in such situations is Wizard of Oz studies.
Redesigning a website is usually about making its experience better. But change doesn’t guarantee better, just different. This is why user experience (UX) designers focus so much on user research. The more you know about user needs, as well as business and other requirements, the more you can eliminate some of that uncertainty about the impact of a new design. However, you will never know for sure how a design choice will perform until it's used with real users in real life. This is a nerve-wracking reality. A UX designer nor most project stakeholders are comfortable taking the risk of just changing something and seeing how it goes. Enter A/B testing.
If you’re familiar with user experience (UX) design, then you understand the benefit of user research. It helps you empathize with users, evaluate usability, and determine the user requirements of a project (Baxter, Courage, & Caine, 2015). But what if I told you user research can have another application that can be just as vital to the outcome of a project as user empathy?