The truth of user needs

Agile storyof user is king This is an opinion on the article.


The problem is to ask the user directly

I think the next thing Nielsen was talking about was in a book called Usability Engineering.

“Designers are not users”
“Users are not designers”


Nielsen said, 'Designers are not users', and it is to come out of the designer's world and test usability. Of course, from the standpoint of selling usability tests, I am talking about this.

And when I say 'Users are not designers' I mean that users are not user interface experts, they only understand the user themselves, don't ask the user how to solve the problem.

Basically, the usability test is to observe the user's behavior and thought process, and "I want this" is the lowest level of data, and does not ask the user for a solution.


Jet ski example

of the agile story The user is king. However The thesis of this article is asking the user, and it seems that there may be a problem in following what the user is saying and doing, so the designer is also not important. Take the example of Jet Ski.

Jet ski maker Kawasaki asked users what they could do to improve their jet ski experience. Users wanted to add extra padding to the sides to make them more comfortable when riding their jet skis while standing. The company focused on providing what customers asked for.

In the meantime, other manufacturers have developed sit-down models, which have taken Kawasaki out of the market. Customers wanted a more comfortable standing position when using a jet ski, but they didn't get the idea of ​​being able to ride while sitting. Even Kawasaki, a maker of 'sit-and-ride' motorcycles.


The agile story seems to be addressing the challenges of asking the user directly, as in typical market research. The thesis of the agile story Wear glasses and see your needs As mentioned in , I think it was concluded that the user and the designer should participate together because of the problem of asking the user directly.

Needs not stated by users can be identified through behavioral observation.

In user research, we ask people questions, but we mainly use the methods of observing behavior or thinking processes. This method seems to have been used a lot in recent years as a way to catch what the user cannot say.

A typical research method for observing behavior is laboratory research, such as usability testing, on which behavioral science is based.

Especially, field researchis what kind of business you can do, what service or product you can create, how you can improve your product now, and how you should go about your marketing strategy. Of course, the methodology itself doesn't do that. When researchers and domain experts who watch users get involved, they do great things.

While reading the user's diary I received yesterday along with other research, I suddenly made a new service that was not even for the original research purpose, Gather a dream garden.

We say, “User, what do you need?” didn't ask. We asked them to keep some free-form diaries, and the participants had fun recording them. And we were able to come up with new services and businesses by looking at the records, and we were able to come up with new features and variations of existing products.


Lacok of observation


the cartoon Lack of Observation Cartoon Iran title. Surely there is no such doctor?



Needs spoken by users and hidden needs

The user did not directly say, “Please make this kind of function and this kind of service”, but the actions are taken as meaning “We want this kind of service”. In other words, in a broad sense, it is using the expression “users want this kind of thing”. This should not be confused with what the user is saying directly.

Of course, there are many cases where the user speaks directly. what kind of bone am i activismI'm not even a ruler, and I still don't have the guts to tell them apart. Asking users is not necessarily a bad thing. It depends on the situation. In terms of feedback on something, it's a decent way to go. And if you're good at modding, this is the easiest way to get it.

If you don't say, "I wish users would have something like this" about a product, but if it doesn't, the people who make the product would just think, "We are not very talented people" or "We need to do user research as well." This means that the people who make the product shouldn't be unaware of the need or inconvenience that regular users feel.

'You have the answer. The user is king. The user is always right. If you do not understand words such as 'Ask the user', you will fall into the error 'Ask the user directly'. In other words, “What do you need? Yes, this is it,” not a researcher, but anyone with a heart to ask questions.

It is very risky to say that what the user is saying is the full needs of the user. Even if you don't know behavioral science well, one wrongly collected user's voice can interfere with decision-making when making user-centered products, or make a wrong decision, inflicting pain on users and even causing the company to shut down.

It should be decided based on the truth rather than the user's direct words, and the theories and big strategies that have been revealed so far. The principle is like this every day, and in reality, the difference is that concretewill be in


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