In his latest Forbes Council article, Goran Paun, Creative Director at ArtVersion, explores the enduring value of focus groups in the design process—especially in an era where AI, analytics, and predictive models dominate decision-making. Despite the rise of digital data, Goran argues that real human dialogue still unlocks the most transformative design insights.
Key Highlights
- Human-Centered Research
ArtVersion conducted focus groups across three industries—real estate, legal, and SaaS—to gather real-time user insights. These conversations informed everything from site architecture to brand messaging. - Beyond Analytics
Focus groups revealed emotional triggers, friction points, and gaps in communication that dashboards simply couldn’t. This led to actionable UX/UI enhancements. - Interface Adjustments from User Feedback
Small user remarks—like confusion over a “Resources” label—prompted full information architecture overhauls and design refinements. - Brand Language and Tone Shifts
Comments on voice and perception resulted in a less generic, more approachable brand tone across various client engagements. - Modern Focus Group Execution
Sessions were structured with clear scripts, ran hybrid (in-person and virtual), and included mixed user types to uncover edge cases.
Why It Matters
This feature underscores ArtVersion’s commitment to human-centered design and iterative UX strategy. The article offers a practical lens into how focus groups shape digital product direction, influence branding, and reinforce the importance of real human feedback in modern design workflows.
Goran’s message is clear: great design doesn’t begin with assumptions—it begins by listening.
Related Insights
- User Experience Design – Explore how ArtVersion uses research to drive better outcomes in digital product design.
- Brand Strategy – Learn how focus group insights directly impact brand tone, messaging, and positioning.
- Usability Testing – See how usability audits and user interviews shape smarter interface decisions.
Human-centered Methodology
At ArtVersion, focus groups are not just validation tools—they’re a catalyst for discovery. We organize sessions that go beyond surface-level opinions, carefully structuring them to reveal both micro-interactions and systemic challenges. By inviting a cross-section of user types and roles, we intentionally expose blind spots that internal teams might overlook, ensuring a more inclusive and informed design process.
Our workshops are tailored, immersive experiences—designed to extract meaningful dialogue from real users, stakeholders, and subject matter experts. Whether virtual or in person, each session is built around defined goals and facilitated by UX strategists who know how to guide conversation without bias. The insights gathered are translated directly into design systems, interface flows, and brand strategies that reflect real-world needs.
This human-centered methodology reinforces everything we build. While we value analytics and data models, we believe that deep user conversations are what transform good interfaces into great experiences. From law firms to SaaS startups, our focus groups have helped brands realign with their audiences, refine digital products, and activate design decisions that resonate far beyond the screen.