User Solutions vs User Needs
Welcome to my blog! In this inaugural post, I want to discuss a misconception surrounding the role of UX research, inspired by a recent conversation I had with the CEO of a startup in Stockholm. UX research is part of the design thinking process whose goal is to understand (using different methodologies) the user's motivations, needs, and behaviors, to create a product or service that is usable, enjoyable, and successful in the market.
During our discussion about the company's product and ongoing improvements, I asked about their user engagement strategies, since I'm always interested in learning from different methodologies. To my surprise, the CEO remarked, "We don't talk to the users." Naturally, I was intrigued. "Why not?" I asked. His response was a common refrain: "Because they don't know what they want!"
At this point, it's crucial to clarify the essence of UX research. Contrary to popular belief, we're not in the business of soliciting users for solutions. Instead, our focus lies in comprehending their challenges, workflows, and needs. Our task is to create solutions based on this deep understanding. As Henry Ford said, "If I had asked people what they wanted, they would have said faster horses." Of course! Because their need was to arrive faster from point A to B. They will not say "We want a car". The goal is to find what people really need instead of just taking their initial requests at face value.
This misconception often leads industry stakeholders, including CEOs, to dismiss user engagement altogether—an ill-advised move if you're aiming for product success. While you may have a brilliant idea, it's essential to align it with user preferences and behaviors. Failure to understand their motivations, preferences, and mental models can result in a product that falls short of delivering value.
That's where UX research truly stands out. It offers invaluable insights into user perspectives, empowering organizations to tailor their offerings effectively. This is why, it's imperative for more companies to grasp the essence of UX research and integrate it into their development processes.
Thank you for reading! 😊