You might think that you don’t have time to do user testing. You’re scared what you’ll see if you watch people use your website, think you already know how your users behave based on analytics, or believe that you don’t have time for UX research. In fact, there are lots of easy ways to use UX techniques to improve your digital experience and the user journey.

In this presentation, I’ll guide you through a toolbox of lean UX research techniques: Identifying personas, user testing, mapping user journeys. We’ll use real-life case studies from our work with Princeton University and McGill University to show you how we mapped out how students select their top school and pick the program that’s right for them. You’ll also learn how user research can guide how your approach to personalization.