Peeling Back the Layers: How User Research Unveils the True Challenges in UX Design
In the multifaceted world of UX design, initial client problems and hypotheses often serve as the starting point for projects. However, as the journey unfolds, it’s not uncommon to discover that the real issues lie buried beneath layers of assumptions and perceived user behaviors. Two distinct projects – one with a job-creating nonprofit and another with a major bank in Latin America – serve as compelling narratives of how initial problems presented by clients were not the actual challenges that needed addressing.
The Surface Problem: Misaligned Value Propositions
In both projects, the preliminary issue seemed straightforward: the value propositions of the digital products were not being clearly communicated to the users. For the bank, the app was presumed to be a self-service tool for bank employees, while for the nonprofit, the website was assumed to be underperforming in lead generation due to an unclear value proposition. The solutions seemed apparent – redesign the digital platforms to enhance clarity and user engagement. But was that the real solution?
The Unveiling: User Research as the Beacon of Truth
1. The Banking App Misconception:
- Initial Hypothesis: The app was a self-service tool for bank employees.
- Reality Check: Through user interviews and workshops, it was unveiled that bank employees exclusively used iPads to showcase the app to clients, utilizing it as a tool to assist clients in making informed decisions.
2. The Nonprofit’s Dual-Site Dilemma:
- Initial Hypothesis: An unclear value proposition was hindering user sign-ups.
- Reality Check: User analytics and research revealed that users were navigating to a secondary site, meant for a different purpose, which lacked lead generation capabilities.
The Underlying Lesson: Never Underestimate the Power of User Research
A. Beyond Assumptions:
- User research, encompassing interviews, workshops, and analytics, is pivotal in moving beyond initial assumptions and uncovering how users genuinely interact with digital platforms.
B. Aligning Solutions with Real Problems:
- Ensuring that digital solutions are crafted to address actual user challenges necessitates a deep dive into user behaviors, needs, and challenges through meticulous user research.
C. Avoiding Misdirected Redesigns:
- Redesigning platforms based on surface problems can lead to misdirected solutions that fail to address the root causes and actual user challenges.
Case in Point: The Real Issues
In both scenarios, had the projects proceeded based on initial hypotheses, the redesigned platforms would not have addressed the actual user challenges. For the bank, understanding the real use-case of the app for client interactions reshaped the approach towards enhancing its functionality for client-assistance. For the nonprofit, realizing that users were being diverted to a secondary site illuminated the need to address user navigation and lead generation across both platforms.
Navigating the Iceberg of User Challenges
In the realm of UX design, the problems at the surface are often merely the tip of the iceberg. Navigating through the concealed layers and unearthing the true challenges necessitates a robust user research approach that transcends assumptions and delves into actual user behaviors, interactions, and needs. As UX designers, our journey is not merely to design solutions for presented problems but to peel back the layers, illuminate the true challenges, and craft solutions that resonate with real user needs.