Countless articles and books about design emphasize the importance of designing for real users. The concept of the user’s focus design is to make the user front and center and design a product that will make the user happy.
What if I tell you that this is all wrong?
You probably won’t believe me because it is usually contradictory to the design point of designing products. But there are 3 important arguments that support this approach.
1. Users don’t always know what they need
Consumers can describe their pain points, but often struggle to explain the best solution. If you only rely on the user’s impression, you may end up with extra improvement rather than innovations. A famous quote attributed to Henry Ford:
If you design a user’s preferences strictly, you also limit creative possibilities. Real innovation is only expected of needs, not only to respond. One of the best music producers of history, Rick Rubin summarized the idea in his interview with Anderson Cooper:
“The audience comes last time. If you plan to please them, you are not doing your job.
2. Users are not designers
Because users do not know what they need, it does not mean that you should completely ignore the user’s opinion. You should consider user feedback as an important input in your design process, but remember that they do not have the skills to create effective solutions. As a designer, your job is to combine user behaviors, business goals, and technical obstacles without interruption.
3. Consumers may be prejudiced by familiarity
When the design offers a modern solution, the impression after the initial release is either neutral or negative. This happens because people do not like changes. Each change is considered as disruption, especially when significantly affects the user’s environment. Consumers have to spend extra time in learning how to re -design or communicate with new products. This is why large companies that make a new design of their products produce preparated for the initial neutral/negative reaction by the audience.
Consumers prefer something they already know.
If you fully rely on their preferences, you can never introduce modern solutions that challenge the stagnation. A design that is strictly based on user preferences is a design that limited creative possibilities.
Real innovation is only expected of needs, not only to respond.
It is very important to design in mind with consumers, but designing eyes for them can lead to minor products. The key is to interpret their needs and crafts experiences that are beyond their expectations.
- Design for user needs, the user does not want. Instead of identifying basic issues, just ask what users want.
- Use research and data -driven insights. Understand samples and behaviors rather than fully relying on the impression.
- Balance user needs business and technical obstacles. An excellent product serves users but also achieves business success.
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