PHILIP BURGESS

By Philip Burgess | UX Research Leader When I first started designing research projects, I often relied on intuition or traditional methods without much reflection on what data could tell me about my approach. Over time, I realized that analytics could be a powerful tool to guide my decisions about which research methods to use next. Using analytics not only saves time and resources but also improves the quality and relevance of research outcomes. In this post, I’ll share how

By Philip Burgess | UX Research Leader Card sorting is a powerful method for organizing information, improving user experience, and designing intuitive navigation systems. When I first started using card sorting in my projects, I found it challenging to create prompts that would guide participants effectively. That’s when I turned to AI for help. Using AI-generated prompts transformed how I approached card sorting, making the process smoother and more insightful. In this post

By Philip Burgess | UX Research Leader When I first started working in UX research, I relied heavily on basic methods like surveys and usability testing. These tools gave me useful insights, but I quickly realized they only scratched the surface of understanding users’ true needs and behaviors. Over time, I explored more advanced UX research methodologies that helped me uncover deeper insights and design better experiences. In this post, I want to share some of those methods,

When I first started working on improving website performance, I focused mainly on design tweaks and A/B testing. But I quickly realized that without understanding how users actually interact with a site, those changes often missed the mark. That’s when I turned to UX research as a foundation for conversion rate optimization (CRO). The results transformed how I approached improving user experiences and boosting conversions. In this post, I want to share how UX research can d

By Philip Burgess | UX Research Leader When I first started as a UX researcher, I thought my job was to find answers. I believed that by asking direct questions, I could quickly uncover what users wanted or needed. But I soon realized that the real skill lies in leading with questions —not to get immediate answers, but to guide users into sharing deeper insights. This approach transforms interviews and usability tests from simple Q&A sessions into rich conversations that reve

By Philip Burgess | UX Research Leader When I first started working on UX projects, I often faced tight deadlines that pushed me to choose fast research methods. These quick approaches promised rapid insights, but I quickly learned they came with tradeoffs that affected the quality and depth of the findings. Over time, I found ways to balance speed and reliability, helping me make better design decisions without sacrificing user understanding. In this post, I want to share wh

By Philip Burgess | UX Research Leader When I first started working in UX research, the methods we relied on felt straightforward: interviews, surveys, usability tests. But as technology and user expectations evolve, so do the ways we understand and improve user experiences. Over the next five years, some research methods will become more important, while others will need to adapt or fade away. I want to share what I see as the most valuable UX research methods that will shap

By Philip Burgess | UX Research Leader When I first encountered Cognitive Task Analysis (CTA), I was struck by how much it reveals about the hidden mental steps experts take during complex tasks. Unlike traditional task analysis, which focuses on observable actions, CTA digs into the thought processes behind decisions. This approach has transformed how I understand expert performance, especially in fields where decisions must be quick, accurate, and based on deep knowledge. C

By Philip Burgess | UX Research Leader I’ve spent years working in UX research, and one thing I’ve learned is that not all research methods are created equal. Sometimes, the very tools we rely on to understand users can give us a misleading sense of certainty. This false confidence can lead teams down the wrong path, wasting time and resources on solutions that don’t actually meet user needs. In this post, I want to share my experience with how certain UX research methods can

By Philip Burgess | UX Research Leader User experience (UX) research shapes how products and services meet real user needs. But with so many types of UX research, it can be confusing to know which method fits your project. I’ve worked on several design projects where choosing the right research approach made all the difference. In this post, I’ll walk you through the main types of UX research, explain when to use each, and share best practices to get the most from your effort

By Philip Burgess | UX Research Leader When I first started working in UX research, I quickly realized that relying on a single method often left gaps in understanding user behavior. One method might reveal what users do, but not why. Another might uncover motivations but miss patterns in actual use. Over time, I learned that layering different UX research methods creates a fuller, more reliable picture. This approach strengthens the evidence we gather and leads to better des

By Philip Burgess | UX Research Leader When deadlines shrink and projects speed up, UX research often feels like the first thing to get squeezed out. Yet, skipping or rushing research can lead to costly mistakes and missed opportunities. I’ve faced this challenge many times, and I want to share practical ways to adapt UX research methods when time is limited, without sacrificing the quality of insights. Quick user journey mapping during tight project timelines UX Research Met

By Philip Burgess | UX Research Leader When I first started working in UX design, I quickly realized that understanding users wasn’t just about guessing what they wanted. It required solid research methods that reveal real behaviors and needs. Over time, I learned which UX research methods deliver the most useful insights and how to apply best practices to get the most from them. If you want your designs to truly connect with users, knowing these methods and how to use them e

By Philip Burgess | UX Research Leader When I first started working on UX projects, I believed that using every research method available would give me the clearest picture of user needs. I thought more data meant better decisions. But soon, I realized that juggling too many methods at once often blurred the insights instead of sharpening them. The challenge is not just collecting data but making sure each method adds value without overwhelming the process or diluting the fin

By Philip Burgess | UX Research Leader MaxDiff analysis is a powerful method used to understand preferences by asking people to choose the most and least important items from a set. This technique helps reveal what truly matters to customers, employees, or any group being studied. Unlike traditional rating scales, MaxDiff forces clear choices, making the results more reliable and actionable. Understanding MaxDiff analysis can help businesses, researchers, and decision-makers

By Philip Burgess | UX Research Leader Understanding what drives customer choices is a challenge for many businesses. Conjoint analysis offers a practical way to uncover how people value different features of a product or service. This method helps companies design offerings that better match customer preferences, leading to improved satisfaction and sales. Survey form showing product attributes and customer ratings What Is Conjoint Analysis? Conjoint analysis is a research t

By Philip Burgess | UX Research Leader Understanding how users organize information is key to creating intuitive websites and applications. One effective method to gather this insight is the open card sort . This technique helps designers and researchers uncover how people naturally group content, which can guide navigation, labeling, and overall structure. Open card sorting invites participants to categorize items in a way that makes sense to them, without predefined groups.

By Philip Burgess | UX Research Leader Understanding how users organize information is key to creating clear and intuitive navigation and content structures. One effective method to gather this insight is the closed card sort . This technique helps designers and researchers test how well predefined categories work for users and identify potential improvements in labeling or grouping. Person performing a closed card sort with labeled cards on a table What is a Closed Card Sort

By Philip Burgess | UX Research Leader Cognitive modeling helps us understand how people interact with systems, tools, and interfaces. One of the most effective methods to analyze and predict user behavior is the KLM-GOMS model. This approach breaks down tasks into basic actions and estimates the time needed to complete them. If you want to improve user experience or design more efficient interfaces, understanding KLM-GOMS is essential. KLM-GOMS model applied to user interfac

By Philip Burgess | UX Research Leader Understanding how users organize information is crucial for creating intuitive designs and effective navigation systems. One method that has gained attention for its flexibility and depth is the hybrid card sort . This approach combines elements of both open and closed card sorting, offering a balanced way to gather user insights. This post explores what hybrid card sorting is, how it works, and why it can be a valuable tool for designer