Dear Project Managers,
It has been a very enjoyable experience working with everyone over the last couple of months and sharing our ideas on UX design. The various discussions about user interface, product usability, and user engagement have been an enlightening experience for me as well, and it is very positive to see that everyone involved in the product thinks so highly about improving the user experience.
In an ideal world with unlimited time and resources, I think the best way to address UX issues is to perform the same tasks as the user under the same environment/pressure–even if we’ve built something never done before–because then we would understand the exact problems that they have to solve and hopefully come up with the best solution.
User-centric design principles, however, do not replace the fact-finding mission we all need to take as UX designers; they merely serve as a starting point for making design decisions. We are not here to critique or provide expert opinions, but we are here to help ask the right questions and get the right answers from the users.
So, let’s talk for a minute about this thing we just launched.
What went wrong?
When you asked me what the users think without giving me time or money for research, you are in fact asking me what I think the users think.
When you asked me to apply standard guidelines and industry best practices, you are asking me to ignore what users have to say and to treat them like everyone else.
If our users are feeling a little bit neglected, it is because we’ve allowed ourselves to think we know better than they do.
Standards and guidelines abound, but not all of them apply. You have to know the rules first to know when to break them. These then need to be combined with as much knowledge or information as possible about our users so we can make some design decisions on the assumption that it is in their best interest.
Finally, we need to test and validate these assumptions so we can correct any misconceptions and continue to improve the product.
Somehow, SCRUM masters have convinced senior managers that standing in a circle in front of a board full of sticky notes constitutes a meeting and playing poker figures out the work schedule and priorities, but any suggestion of UX designers talking with end-users seems to be a waste of time and effort and not worth considering. If we aren’t given the right tools and resources to do our work, how can we be expected to deliver the best outcomes?
UX practitioners are not mind readers, and even if we do manage to guess right once, you can be assured that users won’t stay the same forever.
What could have gone right?
The more time you can spend thinking about UX and talking about it, the less time you will spend on fixing your products later.
If improving the user experience is something that the organization as a whole thinks is important, then everyone should be involved in UX design, just as the UX designer interacts with various people within the organization to come up with solutions.
Critical to improving an organization’s UX competency is removing the ‘black box’ view of UX design. There are definitely technical skills and knowledge involved, but I believe the most important skill for a UX practitioner is empathy, not Photoshop or CSS or how to read heatmap reports–as handy as those skills are to have and despite what many of the recruitment agencies would have you believe.
Certain aspects of UX design are familiar to all of us, in the visible and tangible part of the user experience. The user interface has a very visual and often subjective element to its design, but as a graphic designer can tell you, there are definite components (color, typography, layout, and the like) that are used in its creation. User interaction has a more technical and logical focus to its design because the nature of programming is modular and systematic.
Where I think people struggle to make a link with is the less accessible aspects of UX design, like dealing with user engagement of the product or the connection between the user experience of the product and the corporate brand/image. An organization may have many channels of communication with the end-users, but the messages spoken by the business unit can be very different than those of the product development team or customer support team.
Within the general scope of UX design there are different ways to involve the users: generating new ideas for product features, getting feedback on new releases/betas, running conferences or webinars, conducting research workshops, and so on, and it’s not as if organizations aren’t doing some of this already.
However worthwhile these activities are in themselves, if we make our decisions based on just one or two of them–or worse, carry any of them out but don’t act on the results–we’ve missed the opportunity to improve the user experience.
People who make complaints may just want attention–or perhaps they have been suffering for so long they can no longer deal with this unusable product. How do we know if all the complaints are filtering through customer support, and do fewer support tickets necessarily mean greater customer satisfaction?
Where to from here?
If we don’t like a particular color, we know how to change it. If a particular technology is incompatible, we can modify it or find an alternative.
But if we want to influence the behavior of our users, where do we start? Like any complex problem, the best way is to break the problem down into smaller and more manageable pieces.
If we want to make an impact on our product design, how do we go about it in the right manner? I think reversing some of the current attitudes toward UX design is a good starting point, because clearly the status quo is not creating the appropriate environment and culture for a UX-focused organization.
Don’t make the only UX designer in your company the UX team, don’t restrict the scope of UX design to the user interface alone, and don’t hide the users from the UX designers.
Do spend the time and resources to implement company-wide UX strategies, do try and understand UX design a little bit better, and do it as soon as possible.
But if we haven’t done anything yet, is it too late? Like everything else worth doing, it is never too late. However, not doing UX at all is probably not much worse than doing UX poorly. To act on good assumptions with caution beats acting on bad assumptions with confidence. A good UX designer knows that nothing about the user should be assumed or taken for granted, and we always need to be on our toes because just like the product, the user may see the need for change–even more readily than we do.
Having said that, if you don’t start taking small steps now, the challenge will become even greater. Make everything you do in UX design a learning experience that helps to reduce the problem.
If I haven’t lost you yet, then I think we are ready to talk some details.
Remember, there are a lot of standards and guidelines already, so we don’t need to reinvent the wheel–we just need to work out what works for us and what we can disregard.
As with any problem-solving process, we have to go through an iterative cycle of observing, hypothesizing, and testing until we derive at the optimal solution. I emphasize the word optimal, because there isn’t necessarily a right or wrong answer but there may be the most optimal solution given the circumstances (time, resources, assumptions…).
For those of you that have gone through the pain (and joy) of implementing Agile methodologies, I think you will agree that there is no out of the box solution that is guaranteed to work for any organization. You can certainly embrace the philosophy and principles, but how you adopt them to work for your team will be quite different depending on how you define the goals and objectives you want to achieve, not to mention the type of teams that you work with.
Remember, I am not here to critique or provide expert opinions, but to help you ask the right questions and get the right answers from the users. What UX means for the organization is up to you to decide, but if I have managed to spur you into some action, then I will have considered my job complete.
Thank you for your time.