UX factor helps clients understand user needs. Understanding user needs enables better service design which results in higher conversion rate, fewer calls to support, greater customer loyalty, more positive SoMe coverage, and overall, gives your service higher value and cheaper to run. And it also just makes the world a better place. That’s good too;-) User research needs to be usable! Not time-consuming and inefficient. I believe that small, frequent and concrete user input is the best approach. I love to reshape the established UX methods to fit any project because my experience tells me it is worth it. I’m up-to-date with the Danish UX market and most modern UX methods are in my toolbox. I've developed my own approach to user testing to fit the needs of fast paced, agile processes. It's a blend of a few established UX methods and I've named it Bastard User Testing #bastardUX - Lena Egede