Nothing beats going into people’s homes or offices, and following them as they go about their days. While quantitative and marketing methods such as usage analytics and surveys provide data as to where things aren’t working, findings from such efforts focus on optimizations and point solutions. Good user research, particularly out in the field, reveals a richness of understanding that you simply cannot get anywhere else. It is this work that ends up revealing a customer’s journey, and inevitably, the experiential breakdowns that happen when people try to accomplish things that require them to unknowingly cross siloed departments in an organization.
– Peter Merholz & Kristin Skinner, Org Design for Design Orgs