User research: Directed design decisions to scalable, cloud-native product design

Businesses capitalising on user research in cloud-native product design outperform their competitors by guiding through design decisions that shape scalable, cloud‑native products built to meet real user needs while delivering measurable business value.

What is User Research?

Great design isn’t guesswork — it’s the result of listening to your users.

User research is the process that reveals real user needs, behaviours, and pain points through observation, feedback, and existing data. It turns assumptions, biases & speculations into an evidence-based study that helps designers to make design decisions. From boosting conversions to cutting development costs, user research is the foundation that transforms the design decisions into measurable business success.

Types of User Research

To make digital products work for real people, user research is at the heart of product design. Here are the main types of research methods used in user research.

1. Quantitative User Research

This research is all about the numbers:

• Online surveys and polls
• Analytics reviews (Google Analytics, heatmaps)
• A/B and benchmark usability testing

Quantitative methods help answer questions like “How many users dropped off on this page?” or “Which button gets more clicks?”

2. Qualitative User Research

Its beyond the numbers to understand why users act as they do:

• User interviews (one-on-one)
• Focus groups (small group discussions)
• Contextual inquiries (observe users in their environment)
• Usability testing

These methods provide rich insights into user motivations, frustrations, and behaviors.

3. Mixed Methods

Often, we blend both quantitative and qualitative techniques for a fuller picture:

• Card sorting (to shape site structure)
• Diary studies (track habits over time)
• Journey mapping and personas

Mixed methods let you pair hard data with deep user stories.

4. Attitudinal & Behavioural Research

• Attitudinal: What users say/feel (surveys, interviews)
• Behavioural: What users do (task analysis, usability observation)

Why User Research Matters

Deciding what users want is always a gamble, supported by assumptions & biases. In the absence of working with data, it leads to designing a virtual mental model in the dark. On the other hand, data-backed research can be evidence-based design decisions that fulfil User & Business needs.

Real-World Wins: How UX Research Solved Big Problems

Company Name	Types of User Research Performed	Key Issues Targeted	Changes After User Research	Quantified Impact & Insights	Source Link
Airbnb	Mixed methods: user interviews (hosts & guests), contextual inquiry, support ticket analysis, journey mapping, usability testing	Guest anxiety & confusion with check-in	Built-in check-in guide with photos & directions in the app	Over 1M photos/week from hosts reduced- Happier guests- Fewer support calls	UX Design Institute
Amazon: Shopping Made Simple	User interviews, analytics review, usability testing	Overwhelming interface for new users, difficulty finding products	Simplified homepage, introduced card layouts, smoother checkout	Higher engagement- Increased sales	Uptech
Anthropologie	Qualitative & quantitative: UX redesign, usability testing	Checkout friction, drop-offs	Improved checkout experience	24% increase in conversion rate	UX Magazine
Staples	User interviews, analytics analysis	High visitor drop-off, low repeat customers	UX redesign based on research	80% more visitors- 45% reduction in drop-offs- 67% more repeat customers	User Interviews
Virgin America	User feedback & usability testing	Low conversion, high support calls	Website redesign	14% increase in conversion- 20% fewer support calls- Flyers booked twice as fast	Toptal
Bank of America	Prototyping, usability testing	Low online application completion	Simplified enrollment application	2x completion rate- Exceeded ROI benchmark	Toptal
McKinsey & Co.	Quantitative analysis of design maturity (MDI)	Business performance gaps	Invested in design improvements	32% higher revenue growth over 5 years for top-quartile companies- 56% higher total returns to shareholders	User Interviews
HubSpot	User testing, feedback-driven redesign	Low conversion rates	Site redesign	2x and 3x conversion rates in some areas	Toptal
UXCam Client Example	Behavioral analytics & session recordings	Poor app user retention	UI/UX optimized for engagement	Significant increase in user retention & session duration	UXCam

How I perceive this:

User research is the backbone of a successful product. By ensuring that design decisions are driven by well-researched key insights and supported through a clear visual hierarchy. You are not only directing user stories but also influence the success of the product on multiple fronts.

User Side:

• Fulfilling user needs effectively
• Building happiness, satisfaction, and trust in the product
• Reducing user pain points through targeted solutions
• Increasing user engagement and loyalty

Business Side:

• Improving productivity (especially for SaaS products)
• Boosting conversions and revenue
• Reducing costs and optimizing feature development by avoiding wasted effort
• Accelerating product launches through validated, data-driven insights
• Enhancing retention and encouraging repeat engagement

Stakeholder’s Side:

• Enabling data-driven decision-making to replace guesswork
• Providing tangible metrics to justify investments (clear ROI proof)
• Strengthening product–market fit, ensuring sustainable growth

How Antstack can help you succeed with UX Research

At Antstack, we know that great products start with understanding real people & data. Our team can deep dive into those aspect & thoroughly extract, connect & establish the insights that directs design decision ensuring an evidence driven Product design. Whether you’re launching something new or improving an existing platform, we offer:

• Tailored UX research: Interviews, usability tests, surveys, and analytics, all matched to your business goals.
• Actionable insights: We deliver clear, visual reports and run workshops to get your team on the same page.
• End-to-end support: From discovery to launch (and beyond), we’re with you every step of the way.

Ready to create something your users will rave about? Let’s chat about how Antstack can help you unlock the power of user research and build experiences that truly stand out in all aspects.