User research: the key to powerful product experiences

Have you ever wondered why some optimizations come to nothing? Often, it’s because decisions are based on assumptions rather than real insights into what your customers really need.

In digital commerce, the product experience determines success or failure. User research in product experience management (PXM) helps to design products from the user’s perspective in a way that really convinces them. After all, a strong product experience does not come about by chance or gut feeling: it arises when real people encounter your product world and reveal their expectations, desires, and challenges.

User research is the key to gaining these insights – and thus an essential part of PXM. 

But let's start at the beginning: What exactly is PXM?

PXM means that you can specifically control all information and experiences relating to your products. Product data should be presented clearly, attractively, and consistently across all channels—whether in online stores, on trading platforms, or in apps. The aim is to meet the needs of your users and create a seamless product experience.

And why is user research essential for PXM?

PXM thrives on smooth processes and perfect product data. But in the end, it’s the real user experience that determines whether someone buys or leaves. Data from analytics and algorithms can tell us a lot about the “what,” but the “why” behind user decisions often remains hidden.

This is where user research fills the gap:

Real insights into user needs: You learn what excites your customers, where they stumble, and what they really expect from your offering.
Targeted optimization: Instead of putting resources in the wrong places, you know exactly where to start in order to invest your time and money wisely.

A real-life example: Perhaps your team spends weeks optimizing the search filters in your online shop—only to discover later that no one had any problems with them. The real hurdles lay elsewhere: in confusing product reviews or excessively long loading times. User research prevents you from optimizing blindly and ensures that you take action where it really matters.

How can you conduct effective user research?

A few practical tips

• Quality over quantity: Five genuine conversations are better than a thousand anonymous clicks. A small number of qualitative statements are often sufficient to validate behavioral data. Combine methods: Observe, measure, and survey.
• Mistakes are normal: Mishaps, inaccuracies, and contradictory results are part of the process—they show that you are close to real people. A small user test with prototypes or development stages helps to adapt the design. User-centeredness is a continuous cycle of observing, measuring, designing, and testing.
• Share insights: Don’t hoard insights, share them! The more people in your team understand users, the stronger the product experience will be.
• Start pragmatically: Large studies are not necessary. Even small user tests provide valuable insights.

Experience shows: It's worth it.

Some questions can be answered more quickly with a few user interviews than with pages of reports. User research is not a luxury, but essential for smart PXM decisions. It makes the invisible visible—and gives you the confidence to make the right adjustments.