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User Research at Instacart

User research is targeted research

In a recent article entitled User Research at Instacart the author Dave Hora looks at the power of targeted research. For those who don’t know, Instacart is an Internet-based grocery delivery service that promises to deliver your groceries within an hour. They deliver from Costco, Whole Foods, Target and more. The company is valued at close to 2 billion dollars and in 2015 Forbes magazine named it The Most Promising Company in America.

Hora was the Senior User Researcher at Instacart and in his article he examines how targeted research can benefit user experience and design. He states, “if you’re delivering software or services to people, targeted research will make your work better. You’ll make smarter decisions, less unnecessary failures, and form robust strategy earlier in the design process.” In his article he breaks down user research, and why it saves money, and how his company Instacart, conducts user research.

Interested in the article? 

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