The Role of User Experience Research in Product Strategy in Selected Technology Companies in Kenya

Abstract

This study was carried out with the main purpose of examining the role played by user experience research (UXR) in determining product strategy for selected technology companies in Kenya. The research was guided by the product lifecycle theory and supported by the heart framework theory. The research design that was adopted by the current study was a descriptive cross-sectional research design, whose purpose was to produce information that defined the different features of data collected during the research. Data was collected using a structured questionnaire with a 5-point Likert scale rating. The Statistical Package for the Social Sciences (SPSS) was used to analyse quantitative data. In the analysis, descriptive and inferential statistical analyses were employed. Some of the examples of descriptive statistics that were used include standard deviation, means, percentages and frequency of responses given. In contrast, inferential statistics incorporated a correlation test, ANOVA testing, and regression analysis to determine the link between the study's variables. The study data was presented using frequency tables that included frequencies, means, and standard deviations. Since the research instrument used to collect data was quantitative, a quantitative analysis technique was adopted. Estimation techniques additionally confirmed for drawing inferences and conclusions central to the study. Linear regression analysis was used to test the hypotheses. The research findings confirmed that there are UXR methods that have been used by companies to inform their product strategy and include: UXR reporting and presentation which was leading at 97.7%, followed by planning for UXR at 95.5%, then types of user research methods at 93.3% with task analysis and usability testing following at 91.1% and 86.6% respectively. 92.84% average score suggested that the various outlined independent indicators tied to UXR influence the product strategy, which in turn gives the tech firms a competitive advantage. When testing the hypothesis, the results indicated that the types of user research methodologies have a confident and substantial effect on product strategy in selected tech organisations in Kenya where β = 0.534, t= 3.437, p value < 0.05. In relation to the influence of planning for UXR on product strategy, when testing the hypothesis, the results did confirm that planning for UX research has a confident and substantial effect on product strategy in selected tech organisations in Kenya where β = 0.509, t= 2.914, p value < 0.05. On the other hand, in relation to the idea that task analysis influences product strategy, based on the regression coefficients during the testing of the hypothesis, usability testing also had a confident and substantial effect on product strategy in selected tech organisations in Kenya where β = 0.501, t= 3.091, p value < 0.05. Further, when testing the hypothesis, task analysis also had a confident and substantial effect on product strategy in selected tech organisations in Kenya where β = 0.093, t= 3.789, p value < 0.05. Finally, as per the idea that established the influence of UXR reporting/presentation on product strategy, when testing the hypothesis, the regression coefficients did confirm that UXR reporting/presentation has a confident and substantial effect on product strategy in selected tech organisations in Kenya where β = 0.146, t= 4.098, p value < 0.05. Based on the research objective that wanted to examine the role played by UXR in determining product strategy for selected tech companies, the study concluded that all the independent indicators (planning for UXR, types of user research methods, usability testing, task analysis, and UXR reporting/presentation) have a different but positive and significant influence on the product strategy. The researcher recommended for a thorough investment in the UXR concept and ensures that the various indicators of UXR (UXR reporting and presentation, planning for UXR, types of user research methods, task analysis and usability testing) are well understood and linked to the product strategy at all levels of the product strategy actualization.