Everyone says they want to develop user-centric companies and products, but how precisely is that attained? Talking and listening to users, naturally — — a task that is both troublesome and needlessly time-consuming to organise, according to Axel Thomson, a former product supervisor at U.K. recipe-box membership unicorn Gousto.

His growing startup, called Ribbon, wishes to make it easy for product teams to hire and interview users, and to “continually test and verify their hypotheses”. This, it’s hoped, will then cause much better items for users. The concept was substantiated of a requirement Thomson says he experienced himself while leading a user experience-focused item team at Gousto.

“I initially joined Gousto in the growth group, running item and marketing experiments focused on improving the user experience and increasing retention prior to moving over to the item group to deal with improving the user experience more holistically,” he informs me.

“In both of these teams we had to continuously make choices on what experiments and functions we wished to take bets on, rapidly realising that as much as we thought we knew what the users wanted, the best way to discover was by having real discussions with users, and letting them test out different concepts. This was a huge eye-opener to how hard it could be to regularly make educated and excellent decisions on which products and functions deserved screening and which ones were destined fail”.

Thomson says it’s ended up being a trope within management circles that product teams should be user-centric and that items must be designed to help users solve “genuine problems”. In truth, it’s often hard to know what users actually think or really want, while continuously doing user research study and carrying out interviews is extremely lengthy.

“Teams will typically spend days establishing interviews, resulting in a slow feedback loop that slows down product advancement and experimentation,”he states.”Additionally, item teams seek solace in quantitative information from analytics platforms such as Amplitude and Mixpanel, which only offer insight into how users have actually utilized their products once they have actually been shipped “. Enter Ribbon, which its creator states lets business start user interviews in approximately “the very same time it requires to buy a trip through Uber”. Product groups just install the Ribbon widget on their site and can then hire and perform video interviews with users any point in the user journey.

“We want to help item groups rapidly and continually do user interviews, and eventually any kind of qualitative user research, without having to make compromises on how rapidly they can ship, how reputable results they can get and how regularly they can do research,” describes Thomson.

Ribbon is designed to interest product supervisors, designers and user scientists, all of whom take advantage of validating their concepts by having conversations with users. Thomson argues that the advantages of user research isn’t restricted to these roles only, and that while business frequently have devoted teams or individuals that “own” user interviews, there is an increasing interest in “socialising research findings and participation in user research throughout business”.

“Our objective as a user research study platform is to make it easy for our users to become evangelists of their research within their own groups and organisations, by making it really easy to do fantastic research study and share it with your group,” he adds.

It’s still early days, obviously — — Ribbon released its MVP to the Product Hunt neighborhood at the end of October last year. Previously, the London-based start-up has actually been bootstrapped, too, but today is divulging that it has raised ₤ 200,000 in pre-seed funding from MMC Ventures, RLC Ventures and a group of London-based angels.

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.