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
Simplifying Digital Products: Unraveling Overcomplication
UX Strategy
May 2024
Hey there, fellow problem-solver! Let’s dive into a topic that’s crucial for anyone crafting digital products: simplicity.
Let’s explore how to reverse the overcomplication in our digital creations and simplify them.
It’s easy to fall into the trap of overcomplicating things, especially in the realm of digital products. We often confuse being complicated with being feature-rich. But complexity doesn’t necessarily equate to value. In fact, it can often hinder user experience and bog down our products with unnecessary clutter.
How do we know if our digital product is suffering from overcomplication syndrome?
Here are some telltale signs:
Extended Debates:
If your team finds itself in endless discussions about the pros and cons of new features without reaching a clear resolution, you might be heading towards overcomplication.
Recurring Trade-offs:
Are you constantly debating whether to implement a feature or not? This indecisiveness could indicate underlying complexity.
Architectural Puzzles:
When you’re struggling to find a logical place for a new feature within your product’s architecture, it’s a red flag for overcomplication.
Interface Clutter:
If your interface is cluttered with multiple similar features or functionalities, it might be time for some simplification.
Tech-Driven Features:
Creating new features just because new technical capabilities are available, without considering their actual user value, can lead to unnecessary complexity.
Solution: When tackling overcomplication, it’s essential to ask yourself the right questions:
- Can we simplify what we already have without sacrificing too much?
- Do we need a radical overhaul or perhaps even start over with a new product?
- Should we consider splitting our product into multiple, more focused offerings?
What is Simplification?
Simplification is not about stripping away everything. It’s about finding the balance between functionality and usability.
Here are some methods to guide you:
Subtract: Remove unnecessary elements that add to the clutter.
Consolidate: Merge small features into larger, more logical ones.
Redistribute: Rearrange elements to create a more meaningful flow.
Prioritize: Highlight the most important features while letting less crucial ones fade into the background.
Clarify: Reduce ambiguity by making interface elements more meaningful and intuitive.
Now, what about those beloved features that users just can’t seem to let go of? When considering their removal, ask yourself these questions:
- Can we replace the feature with something comparable yet simpler?
- Is there a way to spin it off into a new product or service?
- Can we adjust the revenue model to retain it without complicating the product?
- Are there alternative technologies that allow us to maintain the feature more efficiently?
- Will removing the feature impact our competitiveness?
How to avoid Overcomplication
Just ask why and dig deeper into the problem!
Overcomplicated solutions usually arise from trying to solve overcomplicated problems.
When faced with complexity, it's crucial to pause and ask ourselves the golden question: "Why?" Yup, it might seem overly simplistic, but, it's a game-changer. Instead of rushing to slap a band-aid solution onto a problem, take a moment to dig deeper. By uncovering the real issues at play, we can sidestep the trap of overcomplication and ensure that our solutions hit the mark.
The Conclusion:
By prioritizing clarity and functionality, we can navigate through the maze of complexity and emerge with products that truly resonate with users. Remember, simplicity isn't about cutting corners; it's about honing in on what truly matters and crafting experiences that seamlessly solve the right problems.
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.