A Comprehensive Guide to User Research for Product Teams

At some point, most of us have encountered an app or website that left us feeling stuck. Navigating through it felt like a guessing game—clicking aimlessly, growing increasingly frustrated, until finally giving up. These moments of friction often happen because product teams overlook a critical step: understanding their users.

This is where User Research comes in. It's not just about building a product; it's about creating a solution that fits seamlessly into your users' lives. User Research is the foundation of creating user-centric products. Without it, if you're guessing what your users want, it can lead to wasted time, money, and missed opportunities.

For product teams, User Research isn't just a step in the process—it's the key to building solutions that are relevant, intuitive, and effective. Whether you're designing a new app, launching a website, or improving a service, understanding your users is non-negotiable.

‍Who is this guide for?

This guide is designed for anyone involved in building user-centered products. Whether you’re defining your product strategy or improving key features, this guide provides methods and insights to drive meaningful outcomes. It’s particularly helpful for:

• Product managers: Prioritize features and align teams with user needs.
• UX and user researchers: Gather  insights and conduct effective research.
• Designers: Create intuitive, user-friendly experiences grounded in real user behaviors.
• Startup founders: Validate ideas early and ensure product-market fit without wasting resources.
• Marketers and customer experience teams: Craft messaging that resonates with your audience and improves retention.

No matter your role, if understanding your users better is a priority, this guide is for you.

How will this guide help you?

This guide equips you with the tools, strategies, and methods to conduct User Research effectively, ensuring your product meets real user needs. Here’s how it helps:

• Discover what your users truly need: Uncover challenges, motivations, and goals to create products that solve real problems.
• Make smarter, data-driven decisions: Reduce risks and build confidence in your product decisions with research-backed insights.
• Save time and resources: Identify opportunities and potential issues early, avoiding costly redesigns later in development.
• Align teams around user-centered goals: Share clear, actionable insights that foster collaboration across product, design, and development teams.
• Bridge the gap between research types: Understand how User Research differs from UX Research, and use both effectively to design seamless experiences.

By the end of this guide, you’ll have the knowledge and confidence to conduct research that drives better products, happier users, and stronger business outcomes.

What is user research?

User research is the process of investigating and understanding your users: their needs, behaviors, pain points, and goals. Unlike other forms of research, User Research focuses on the person behind the action, ensuring that the product you build aligns with their real-world context.

It seeks to answer critical questions such as:

• Who are your users, and what defines them (e.g., demographics, preferences)?
• What problems are they trying to solve?
• How do they behave in their environment?
• What motivates or frustrates them when using your product?

The scope of user research

‍User Research doesn’t focus on the design or usability of a product (that’s UX Research’s domain). Instead, it explores broader questions about your audience:

• What challenges are they facing in their daily lives?
• What kinds of solutions would address those challenges?
• How do they think, feel, and act in the context of your product’s domain?

Why is user research important?

Investing in User Research ensures that your product solves the right problems in the right way. Here are key reasons why it’s essential for product teams:

1. Understand your users on a deeper level
   Assumptions about users often lead to poorly designed products. User Research replaces assumptions with real-world insights, giving you a clear picture of your audience’s needs and behaviors.
2. Create products that solve real problems
   Successful products align with users’ priorities. User Research helps identify pain points and opportunities, ensuring your solution fits seamlessly into their lives.
3. Reduce development risks
   Imagine launching a feature that users don’t understand or need—it’s a waste of resources. User Research minimizes this risk by validating ideas early in the process, saving you time and money.
4. Boost customer retention and loyalty
   When users feel that a product meets their needs effortlessly, they’re more likely to stick around and recommend it to others.
5. Align teams around the user
   Research findings serve as a shared “north star” for teams, fostering collaboration and ensuring everyone is working toward the same goal: delivering value to users.

Understanding the distinction: User research vs. UX research

Before diving into the specifics of research methods, let’s take a moment to address a common misconception. Many teams often blur the lines between User Research and UX Research, using the terms interchangeably. While they share a common goal of improving the user experience, they serve distinct but complementary roles in product development. Understanding these differences is essential to applying the right approach at the right time, ensuring your product isn’t just functional but deeply aligned with your users’ needs. Let’s break it down.

How user research and UX research differ?

a) What they aim to achieve

• User research is about understanding the people who use (or might use) your product—their needs, goals, and pain points.
• UX research zeroes in on how people interact with your product, ensuring the experience is seamless and effective.

b) The questions they answer

• User research: Who are our users, and what do they need or struggle with?
• UX research: How well does our product work for users, and where can it be improved?

c) Where they focus

• User research looks at the bigger picture, exploring users’ behaviors, environments, and challenges.
• UX research focuses specifically on usability, workflows, and how users navigate through your product.

d) When they’re used

• User research happens early, often during the discovery or ideation phase, to build a strong foundation for product design.
• UX research is ongoing, spanning the design, prototyping, and post-launch stages to fine-tune the user experience.

e) What they deliver

• User research provides valuable insights like user personas, customer journey maps, and a deep understanding of user needs.
• UX research results in actionable recommendations for improving usability, streamlining interactions, and enhancing features.

When to use each type?

Both user research and UX research are essential, but their roles differ depending on where you are in the product development process. Here’s how to decide which one to prioritize:

Use user research when:

• You’re brainstorming a new product idea and need foundational insights into your target audience.
• You’re exploring a new market opportunity or expanding into a different audience segment.
• You need to uncover users’ challenges, goals, and context to identify high-priority problems.
• You’re building user personas or mapping out the customer journey to inform your strategy.

Use UX research when:

• You’re in the design phase and working on wireframes, prototypes, or interfaces.
• You want to evaluate usability and identify friction points in workflows or user journeys.
• You need to test specific features or optimize how users interact with your product.
• You’re measuring metrics like task completion rates, conversion rates, or user satisfaction with existing designs.

How they work together?

While user research and UX research serve distinct purposes, they are most powerful when used together. By combining these approaches, you can create products that not only address real user needs but also offer seamless, enjoyable experiences.

Here’s how they complement each other:

• Start with user research: Build a deep understanding of your audience—their needs, goals, and challenges. This provides the foundation for designing meaningful solutions.
• Follow with UX research: Use insights from user research to refine your product’s usability and interaction design. Validate ideas and ensure your solutions work as intended.
• Iterate continuously: User research uncovers opportunities, while UX research tests and validates solutions. Together, they create a feedback loop that supports ongoing improvements.
• Align around shared goals: Both approaches aim to put users at the center of every decision, ensuring that product strategies align with real-world needs and behaviors.

Impact on Product Development

‍User and UX Research are the cornerstones of building exceptional products. Here’s how they contribute to a seamless development process:

1. User Research for strategy
   • Defines who the product is for and what challenges it solves.
   • Uncovers market opportunities and prioritizes features effectively.
   • Helps craft user personas and journey maps to guide long-term vision.
2. UX Research for usability
   • Refines interface design by addressing inefficiencies and pain points.
   • Optimizes user flows and boosts task completion rates.
   • Increases user satisfaction, reducing friction and driving conversions.

Best practices for integration

• Start broad: Begin with User Research to understand your audience and define goals.
• Iterate with UX research: Validate solutions through usability testing and metrics like time-on-task or success rates.
• Maintain continuity: Regularly conduct surveys and usability tests post-launch to keep your product aligned with evolving user needs.

Misconceptions about user research

Despite its immense value, user research is often misunderstood or avoided by teams due to certain myths. These misconceptions can prevent teams from investing in research, leading to products that fail to meet user expectations. Let’s tackle some of the most common myths and explain why they’re unfounded.

1. User research is too expensive
One of the most pervasive myths is that user research requires a big budget. Teams often assume they need expensive labs, professional facilitators, and large-scale studies to conduct research effectively. However, user research is scalable, and cost-effective methods can yield highly actionable insights.

How to overcome this misconception?

• Leverage existing tools: Use affordable survey platforms like Google Forms or CleverX to quickly reach participants.
• Guerrilla testing: Test prototypes or concepts in informal settings like cafes or coworking spaces. For example, a team developing a meal-planning app might show a mockup to users at a grocery store to gather quick feedback.
• Tap into your network: Reach out to existing customers or social media followers for interviews. Offer small incentives like gift cards or discounts instead of using costly recruitment agencies.

2. We don’t have time for user research
Many teams feel they don’t have the time to fit user research into tight product development cycles. However, skipping research often leads to costly redesigns and delays after launch, wasting far more time than conducting research upfront.

How to overcome this misconception?

• Integrate research into the workflow: Conduct “micro-research” during early design sprints. For instance, test wireframes with five users over an afternoon rather than waiting for the prototype stage.
• Time-box your studies: Instead of aiming for perfection, focus on quick insights. Dedicate one to two days to gather feedback that can guide your next steps.
• Prioritize key areas: Don’t try to research every aspect of the product. Focus on critical workflows, such as onboarding or checkout processes.

3. User research is only for designers
While user research often falls under the purview of designers, it’s essential for all roles within a product team. Developers, product managers, and marketers can all benefit from understanding the user’s perspective.

How to overcome this misconception?

• Product managers: Use user research to identify feature priorities based on real user needs, ensuring the roadmap aligns with user goals.
• Developers: Participate in usability tests to observe pain points firsthand, leading to cleaner, user-friendly implementations.
• Marketers: Gain insights into user motivations to craft messaging that resonates more effectively.

4. We already know our users
Some teams believe they already have enough knowledge about their audience, often based on assumptions, past research, or analytics data. However, user needs evolve, and assumptions can quickly become outdated.

How to overcome this misconception?

• Challenge assumptions: Regularly validate what you “think” you know. For instance, conduct quarterly user interviews to stay updated on changing behaviors or expectations.
• Explore new perspectives: Go beyond your existing user base to understand adjacent audiences or untapped markets.
• Pair research with analytics: Analytics shows trends, but user research explains the “why” behind them. Combining both provides a more comprehensive understanding.

5. We can rely on analytics alone
Analytics are essential for measuring user behavior, but they don’t reveal why users behave a certain way or how they feel during interactions. Relying solely on numbers often leads to surface-level insights.

How to overcome this misconception?

• Pair analytics with user interviews: For instance, if analytics show a 40% drop-off during sign-up, conduct interviews to uncover the friction.
• Go beyond metrics: Explore users’ emotional responses and decision-making processes. For example, why do users abandon carts at the final stage? Is it confusion, mistrust, or pricing concerns?
• Validate hypotheses through research: If analytics suggest users avoid a feature, research can clarify whether the issue is usability or relevance.

Types of user research

User research methods can be broadly categorized into two types based on their goals: exploratory research (to uncover insights about users and their needs) and validation research (to test and validate ideas or solutions). Each type plays a critical role at different stages of the product development lifecycle.

A. Exploratory research methods

Exploratory research focuses on understanding users, their challenges, and their goals. These methods are essential during the discovery phase, where teams aim to define the problem and uncover opportunities.

1. User interviews
User interviews involve one-on-one discussions to gain detailed insights into users' needs, behaviors, and frustrations. These conversations can be unstructured or semi-structured, offering rich qualitative data.

Why they matter?

‍Interviews provide context and depth that quantitative data cannot, helping teams uncover unmet needs or motivations directly from users.

Tips for using them effectively:

• Prepare a flexible script to guide the conversation but allow room for follow-ups.
• Avoid leading questions to minimize bias.
• Include a diverse range of participants that represent your target audience.

2. Ethnographic research
Ethnographic research involves observing users in their real-world environments. It provides valuable context about how users interact with products in their daily lives.

How it helps?

This method helps uncover pain points or workarounds that users might not articulate themselves, offering deeper insights into their routines and behaviors.

Tips for using it effectively:

• Observe without interfering and focus on users’ behaviors rather than their opinions.
• Take detailed notes on workflows, frustrations, and interactions.
• Use insights to design solutions that align with natural user habits.

3. Diary studies
Diary studies require participants to document their experiences, feelings, or activities over a set period. This approach is great for capturing long-term data about user behaviors.

What makes it impactful?
They reveal patterns and subtle pain points that might not emerge during short-term research.

Tips for using them effectively:

• Provide participants with clear instructions to ensure consistency in their entries.
• Keep the study timeframe manageable (e.g., 7–14 days) to balance depth with feasibility.
• Look for recurring patterns across participants’ entries to identify actionable insights.

B. Validation research methods

Validation research is used to test ideas, prototypes, and solutions to ensure they effectively meet user needs. These methods are particularly useful during the design and development phases.

1. Surveys and questionnaires
Surveys are a scalable way to collect structured feedback from a large audience. They’re ideal for gathering quantitative data like user preferences or satisfaction ratings.

Why it works?
Surveys help validate assumptions and measure user sentiment at scale, making them efficient for broad audiences.

Tips for using them effectively:

• Write concise questions with clear answer options to avoid confusion.
• Use a mix of multiple-choice and open-ended questions to gather both broad and detailed feedback.
• Analyze the data statistically to identify trends or patterns.

2. Card sorting
Card sorting involves asking users to organize items into categories that make sense to them. It’s commonly used to improve information architecture in digital products.

Why it matters?
It helps design navigation systems that align with user expectations, reducing cognitive load.

Tips for using it effectively:

• Use open card sorting for exploratory insights (users create their own categories).
• Use closed card sorting to validate predefined categories.
• Apply insights to refine menus or site maps.

3. Behavioral analytics
Behavioral analytics uses tools like heatmaps, session recordings, and event tracking to understand what users do when interacting with your product.

Why it matters?
This method pinpoints friction points and confusing workflows by analyzing user actions quantitatively.

Tips for using it effectively:

• Use heatmaps to identify high- and low-interaction areas.
• Review session recordings to pinpoint where users encounter struggles.
• Pair analytics with qualitative methods like interviews to understand the “why” behind behaviors.

4. A/B testing
A/B testing compares two versions of a product feature or design to determine which one performs better. This method provides real-time, data-driven insights.

How it adds value?
It helps teams make evidence-based decisions about which designs or features resonate better with users.

Tips for using it effectively:

• Test one variable at a time (e.g., button placement or call-to-action phrasing) to isolate its impact.
• Ensure your sample size is large enough for statistically reliable results.
• Use measurable metrics like task completion rates or conversion rates to evaluate success.

So, to conclude, exploratory methods lay the foundation for understanding your users, while validation methods ensure the solutions you design meet their needs effectively. By combining these techniques strategically, you’ll be well-equipped to create products that resonate with your users at every stage of the product lifecycle.

Avoiding common research pitfalls

Even with the best intentions, teams sometimes stumble in their research practices. Here are a few common pitfalls to watch for—and how to sidestep them:

• Confusing user research with UX research: Focusing too early on usability without understanding user needs can derail product decisions. Begin with user research to establish a strong foundation, then refine with UX research.
• Using the wrong methods at the wrong stage: A/B testing or usability studies are ineffective if the core user needs are still unclear. Match your methods to your goals: explore early, validate later.
• Overgeneralizing findings: Insights drawn from small, unrepresentative samples can lead to flawed assumptions. Balance qualitative methods with quantitative validation and ensure your participants reflect your target audience.
• Treating research as one-and-done: Research is a continuous process. Skipping follow-ups or failing to iterate can lead to stagnant products. Schedule regular user check-ins and test updates consistently.
• Focusing only on current users: Limiting research to existing users can result in missed opportunities to grow or innovate. Include non-users or potential adopters to uncover untapped markets and unmet needs.

By being mindful of these common missteps, teams can ensure their research is both impactful and actionable.

Key considerations for choosing research methods

The right user research method depends on several factors:

1. Stage of development:
- Use exploratory methods during early ideation and discovery to understand user needs and behaviors.
- Validation methods are best suited for prototyping and post-launch refinement, where specific ideas or designs need to be tested.

2. Research goals:
- For uncovering unmet needs or motivations, choose methods like interviews or ethnography.
- If you need to validate specific ideas or designs, opt for methods like surveys or A/B testing.

3. Available resources:
- Exploratory methods such as diary studies or ethnography often require more time and effort.
- Surveys or behavioral analytics, on the other hand, are cost-effective and scalable, making them a good fit for teams with limited resources.

By combining exploratory and validation techniques, teams can create solutions that address user needs effectively at every stage of the product lifecycle.

Planning and conducting user research

Conducting user research isn’t as simple as jumping into interviews or launching a survey. To ensure your research delivers actionable insights, you need a structured approach. This involves defining objectives, selecting the right participants and methods, and ensuring the research process is bias-free and reliable.

Step 1: Define clear research objectives

Before starting any research activity, clarify what you want to learn. Your objectives will guide your methods, participants, and questions.

Key questions to define objectives:

• What specific problem or question are we trying to address?
  Example: “Why do users drop off during the account setup process?”
• What decisions will this research inform?
  Example: “Should we simplify the sign-up flow or add a progress indicator?”
• What type of insights do we need?
  Example: Behavioral data, emotional responses, or user preferences.

How to define strong objectives?

• Focus on one key area per research study (e.g., onboarding or checkout process).
• Make objectives measurable. Instead of asking, “Is this feature intuitive?” ask, “Can users complete this feature without external help?”
• Collaborate with stakeholders (designers, product managers, developers) to ensure insights will be actionable.

Step 2: Choose the right research methods

Once objectives are defined, select methods that align with your goals and resources. Use the methods outlined earlier in the "types of user research" section as a guide.

How to choose the right method?

• For exploratory research needs: Use interviews, ethnographic research, or diary studies to uncover user needs and pain points.
• For validation needs: Use surveys, card sorting, or A/B testing to evaluate specific solutions.

Consider your timeline and budget:

• For short timelines: Opt for quick methods like surveys or unmoderated usability tests.
• For larger budgets: Use more in-depth methods like diary studies or ethnographic research.

Step 3: Recruit the right participants

The quality of your research depends on recruiting participants who truly represent your users. Finding the right participants ensures the insights you gather are relevant and actionable.

How to recruit effectively?

• Start with your existing user base: Reach out to customers through email, social media, or in-app notifications.
• Use recruitment platforms: Leverage tools like CleverX for targeted participant recruitment based on demographics, behaviors, or industries.
• Offer incentives: Motivate participants with gift cards, discounts, or early access to features.

Tips for participant selection:

• Define your audience criteria clearly (e.g., demographics, experience level, job roles).
• Recruit diverse participants to capture a range of perspectives.
• Avoid bias by including participants outside of your most active user group.

Step 4: Prepare research materials

Well-prepared research materials ensure sessions run smoothly and provide reliable results.

What to prepare?

• Scripts: Create a research script with open-ended questions or tasks that align with your objectives.
  Example for an onboarding study: “Can you describe what you see when you log into this app for the first time?”
• Prototypes: Use low-fidelity wireframes for exploratory feedback or high-fidelity designs for usability testing.
• Tools: Select appropriate software for recording interviews, collecting survey responses, or conducting remote usability tests.

Tips for writing research questions:

• Avoid yes/no questions (e.g., “Do you like this feature?”). Instead, ask, “How would you describe your experience with this feature?”
• Focus on behavior and context (e.g., “What steps do you usually take to solve this problem?”).

Step 5: Conduct the research

The way you conduct your research directly impacts the quality of insights. Follow these practices to ensure the process is effective and bias-free:

Moderated research:

• Conduct one-on-one sessions where a facilitator guides participants through tasks.
• Observe participants’ behavior without influencing them.
• Encourage participants to “think aloud” as they interact with the product, sharing their thoughts and feelings.

Unmoderated research:

• Use tools to automate tasks and record user interactions (e.g., remote usability testing platforms).
• Ensure instructions are clear since there won’t be a facilitator to clarify tasks.

Best practices:

• Start with an introduction to make participants comfortable. Explain that there are no “right” or “wrong” answers.
• Remain neutral. Avoid leading questions like, “Was that easy to understand?”
• Take detailed notes or record sessions for later analysis.

Step 6: Document findings

After each research session, compile your notes and recordings into a structured format for analysis.

What to document:

• Key observations (e.g., “Users struggled to locate the settings menu”).
• Direct user quotes that highlight frustrations or preferences.
• Task success rates or completion times (for usability tests).

Tools for documentation:

• Use spreadsheets to categorize feedback and track patterns.
• Platforms like Dovetail or Notion can help organize qualitative insights efficiently.

Step 7: Follow up with participants

Once the research is complete, show appreciation to your participants and build goodwill for future studies.

Best practices for follow-up:

• Thank participants for their time and provide incentives promptly.
• Send follow-up messages to share outcomes if appropriate, which can create lasting engagement.

Analyzing and interpreting data

Conducting user research is only half the process; the true value lies in analyzing and interpreting the findings. This stage transforms raw data into actionable insights that help product teams make informed decisions directly addressing user needs.

Step 1: Organize and consolidate data

After collecting research data, your first step is to organize it for analysis. This ensures you have a clear overview of the information gathered during sessions.

• categorize by method: Separate qualitative data (e.g., interview notes) from quantitative data (e.g., survey results).
• centralize findings: Use tools like Google Sheets or research platforms like Dovetail to create a single repository of research data.
• Group by themes: Identify recurring patterns or frustrations across participant responses. For example, if multiple users mention difficulty finding a feature, group this feedback under “navigation issues.”

Step 2: Identify patterns and trends

Spotting patterns and trends is the foundation for actionable insights.

• Qualitative data: Use thematic analysis to uncover recurring ideas, such as “users need clearer onboarding instructions” or “users value customization.” Look for direct quotes that highlight key findings.
• Quantitative data: Calculate metrics such as task success rates, completion times, or error rates. Use visuals like charts or heatmaps to make trends easier to interpret.

Step 3: Prioritize insights

Not all findings carry equal weight. To make the best use of your research, prioritize insights based on their impact and feasibility.

• Critical issues: Address insights that block users from achieving their goals (e.g., users cannot complete sign-up).
• High-impact opportunities: Focus on improvements that significantly enhance user satisfaction, like simplifying a workflow.
• Quick wins: Identify low-effort, high-impact changes that can be implemented quickly.

Tools like an impact vs. effort matrix or MoSCoW framework can help prioritize these insights.

Step 4: Turn insights into actionable recommendations

Insights are only valuable if they lead to action. Every finding should translate into a specific, implementable recommendation.

• Example insight: Users struggle to locate the search bar.
• Recommendation: Move the search bar to the center of the homepage and use a contrasting color for better visibility.

Best practices:

• Be specific: Avoid vague suggestions like “improve navigation.” Instead, say, “reduce menu categories to streamline navigation.”
• Tie recommendations to research findings: Ensure every suggestion is backed by data or user feedback.
• Align with business goals: Recommendations should also support objectives like increasing conversions or retention.

Step 5: Share findings with stakeholders

Effectively communicating research findings is as important as analyzing them. Your goal is to ensure teams understand the insights and are motivated to act on them.

• Create a clear report: include a summary of objectives, key findings, and prioritized recommendations. Use visuals like charts or annotated screenshots to illustrate insights.
• Host presentations or workshops: present findings in an engaging format, allowing teams to ask questions and discuss next steps.
• Use storytelling: frame your findings as a narrative. For example, explain how addressing pain points will improve user experience and drive business success.

Use visual aids like empathy maps or journey maps to bring the user’s perspective to life.

Step 6: Validate findings through follow-up research

Once you’ve implemented changes based on research, it’s essential to validate their effectiveness.

• Usability Tests: confirm that changes addressed the original issues.
• Analytics: track improvements in metrics like task success rates or reduced drop-offs.
• User Feedback: gather qualitative input to assess satisfaction with updates.

Analyzing user research data is the bridge between understanding your users and creating impactful solutions. By organizing data, identifying patterns, prioritizing insights, and sharing actionable recommendations, you ensure that research drives meaningful outcomes. A structured approach not only aligns teams around user needs but also sets the foundation for iterative improvements.

Conclusion

Crafting a product that resonates deeply with users goes beyond innovative ideas—it starts with understanding the people you’re designing for. User research lays this foundation, turning assumptions into actionable insights. It helps uncover the real needs, motivations, and challenges of your audience. When seamlessly integrated into every stage of product development, user research becomes a powerful compass, guiding smarter decisions, reducing risks, and creating solutions that genuinely matter to your users.

Research isn’t a one-time task; it’s an ongoing process that adapts as user needs evolve. It benefits everyone—product managers can prioritize features with confidence, designers can build intuitive workflows, and marketers can craft messaging that truly connects. Even starting small, like a handful of interviews or usability tests, can lead to powerful insights without demanding massive resources.

Embedding research into workflows fosters collaboration across teams, aligning everyone around user needs and driving meaningful outcomes. By embracing user research as a continuous practice, you can deliver products that not only solve problems but create memorable experiences for the people who use them.

What’s next: the UX research guide

With a solid understanding of user research, the next step is learning how to refine those user experiences through UX research. In our upcoming guide, we’ll explore:

• Methods to test and validate designs: Usability testing, A/B experiments, and beyond.
• Tools to streamline the research process: From prototyping to session recording platforms.
• How to measure success: Using metrics like task completion rates, user feedback, and conversion data.

By understanding how UX research complements user research, you’ll get to know the full potential of creating not just functional products but delightful ones. Stay tuned!