CONTENT:
When clients share their ideas for product improvements, they often suggest features like “Add social media sharing” or “Include live chat support.” While they sound logical, because we may have seen something similar somewhere else, these ideas miss a crucial point— understanding what users truly need.
Even the most exciting product ideas can falter without a clear understanding of the underlying user problem. It’s crucial to define the problem before diving into solutions. This approach optimizes resource allocation and minimizes friction during prototyping and implementation stages.
What is a Design Problem?
The Oxford dictionary defines a “problem” as a situation regarded as unwelcome or harmful and needing to be dealt with and overcome.
But this definition overlooks an important component:
unconscious desires.
Henry Ford grasped this concept when he famously quipped, “If I had asked people what they wanted, they would have said faster horses.” While the problem was apparently the speed of horses, Ford understood that there was a deeper need that his customers couldn’t articulate. Their deeper purpose was to get from one place to another faster. Meaning the users actually sought faster transportation, not simply faster horses.
A design problem, therefore, is an unmet need that, if fulfilled, satisfies the user’s purpose.
In order to define a design problem one must explore into the genuine needs and desires of users. It’s about uncovering those latent needs that users may not even realize they have, and addressing them in innovative and meaningful ways.
Why bother defining user needs or problem statements?
Every team member, including designers, developers, and business stakeholders, holds a distinct vision of the end product, shaped by their unique perspectives.
Framing a problem aligns these perspectives, fostering effective discussions and decisions. The user needs statement encapsulates what we aim to achieve with our design, without specifying solutions.
When a user needs/ problem statement is defined, it aligns every stakeholder to focus on that single outcome.
The Format:
<A user> needs <a need> in order to <a goal>.
A [user] needs a way to [do something] to accomplish [a goal].
The User:
- The user should be a specific persona determined through comprehensive research.
- It’s advisable to include a tagline about the user or persona to remind all stakeholders, especially those not part of the initial research, of who the user is.
The Need:
- Authentically derived from user research, avoiding mention of features, interface components, or specific technologies.
- Grounded in real user requirements and desires, aiming beyond surface-level needs.
The Goal:
- The outcome resulting from addressing the user’s need.
- Rooted in genuine empathy and understanding, transcending obvious solutions.
Key Points to Remember:
Avoid suggesting solutions right away.
Many teams make the mistake of focusing on how they’ll design something rather than what they want to accomplish. It’s tempting to think about specific features and functions, but this can distract from understanding the main problem.
Ask “why.”
This simple question helps uncover hidden insights. Asking “why” lets you see a situation from a different perspective.
Take time to reflect.
Step back and look for connections and patterns. This is where you’ll find insights that can make your product stand out from competitors.
Keep things simple and easy to understand.
Avoid using complicated jargon or unnecessary details. The problem should be clear to everyone, making it easy to talk about and share with others. This helps build confidence and enthusiasm within the team.
User Need Statements vs Development statements:
A user need statement
<A user> needs <a need> in order to <a goal>
is like a specific blueprint for what a user needs to do and why they need to do it. It’s like saying, “Alieda needs a way to do something so she can achieve a goal.” This statement is all about understanding a specific user and what they need to accomplish.
On the other hand, a development statement
<a user> needs <a way to do something>
is more generic. It might say something like, “Users need a comparison table to help them make decisions.” This statement doesn’t focus on a specific user or their needs; it’s more about providing a solution without much research behind it.
Both types of statements have their time and place. When you’re just starting out with design thinking, it’s essential to create quality need statements. These statements become the foundation for brainstorming and building prototypes. Development statements come into play later when you’re ready to implement solutions.
If you’re already working with epics, stories, or tasks that resemble user need statements, it’s worth revisiting them. Can you make the user more specific? What happens if you turn the noun into a verb? By digging deeper, you might uncover insights that lead to even better solutions.
In conclusion, understanding user needs and framing design problems is crucial for successful product development. Crafting clear user need statements helps align stakeholders and guide the design process toward meaningful solutions. By avoiding premature solutions, asking “why,” and reflecting on insights, teams can develop innovative products that meet genuine user requirements. Keeping communication simple and inclusive fosters confidence and enthusiasm within the team, driving towards successful outcomes.
User-centric solutions:
Moving Beyond Surface Ideas
UX Research
May 2024
Effective Methods for
UX Research & Testing
UX Research & Testing
May 2024
Imagine you've conceived a revolutionary meal planning app designed to simplify grocery shopping and meal preparation for busy professionals. But before you can launch it into the competitive market, how do you ensure it resonates with your target users? Enter user experience (UX) research and testing. These methods act as your compass, guiding you through understanding user behaviors and preferences.
Let's explore some effective methods and delve into each based on their strategic usage in the design process.
Surveys and Questionnaires
Purpose:
Start by gathering broad insights from a large audience to inform your product strategy.
Steps to Consider:
Define Objectives: Clearly outline what you want to learn—preferences, pain points, usage habits, etc.
Craft Questions: Design questions that are clear, unbiased, and aligned with your research goals.
Reach Your Audience: Use various channels (email, social media, website) to reach a diverse pool of potential users.
Analyze Results: Look for trends and patterns in responses to uncover actionable insights.
When should one use this method?
Early in the design process to gather foundational insights and validate assumptions.
Focus Groups
Purpose:
Gather qualitative insights and deeper understanding of user motivations and preferences.
Steps to Consider:
Recruit Participants: Select a diverse group of users who represent your target audience.
Facilitate Discussion: Guide open-ended discussions about their needs, expectations, and experiences related to meal planning.
Probe Further: Dig deeper into specific topics to uncover nuanced insights that surveys might miss.
Capture Feedback: Use audio/video recordings or note-taking to capture insights accurately.
When should one use this method?
During the discovery or early ideation phase, before starting design and development— used to uncover user requirements based on attitudes.
Usability Testing
Purpose:
Validate the usability and functionality of your app prototype through real user interactions.
Steps to Consider:
Recruit the Right Participants: Identify and recruit users who represent your target audience in terms of demographics, behaviors, and needs.
Define Tasks: Create specific tasks for users to complete that mimic real-world scenarios (e.g., planning a week's meals).
Observe User Behavior: Watch users interact with your prototype and note where they encounter challenges or confusion.
Gather Feedback: Conduct post-test interviews to understand users' thoughts and feelings about their experience.
Iterate Design: Use findings to refine features and enhance user flow before finalizing the design.
When should one use this method?
Throughout the design and development process to continuously improve usability and address user concerns.
A/B Testing
Purpose:
Optimize user interface (UI) elements based on real user behavior to maximize engagement and conversions.
Steps to Consider:
Hypothesize Changes: Identify specific elements to test (e.g., button colors, layout variations).
Split Audience: Randomly divide users into groups and present each group with a different version of your app.
Measure Performance: Track metrics such as click-through rates, conversion rates, or task completion times.
Draw Conclusions: Analyze data to determine which version performs better and why.
Implement Changes: Apply successful variations to your final design to enhance user experience.
When should one use this method?
Pre-launch, to optimize UI elements and ensure your app resonates with users effectively.
Conclusion
User experience research and testing are pivotal in creating a successful product that meets user needs and expectations. By strategically employing these methods one can gather comprehensive insights at every stage of your design process. These insights help validate your design decisions and also ensure your product provides a seamless and satisfying experience for users.
Seeking to elevate the design and performance of your digital product?
Get in touch with us. Bravedot Designs will take you through our design processes and propose the next steps tailored to your needs. Our team of experts is eager to assist you with UX strategy, product and user research, UX/UI design, and more.