The User is Not Always Right
Listen to users—Design for the root problem
In Daily Life
“I think it’s the transmission,” Maliq says to the mechanic, sliding his keys across the counter. “Right, I’ll be sure to check that out,” the mechanic says, before stepping back into the garage.
No mechanic would take our less-than-informed opinion as gospel when diagnosing car troubles. If we think there is a problem with the transmission, they will take it under consideration. It’s a clue, but not necessarily the root problem.
In Practice
Similarly, as designers and researchers, we need to address conversations with our users in a similar cadence. It’s our job to take feedback with a healthy dose of skepticism, and do the research necessary to uncover root problems.
Do Right By Your Users
Every research session should be steeped in a deep respect for your users. However, this respect does not give them the ability to dictate product and design decisions.
Find the Pattern
Feature ideas are rarely unique. Map the characteristics between people and tasks that lead to similar feedback. Shadow users and conduct interviews to understand the “why” behind the solution.
You’re the Professional—Own it
When users bring fully formed solutions to you, it’s your job to investigate and determine the reason for the suggestion. Feedback is the spark to conduct usability studies, interviews, and in-the-field research.
For instance, a feature enhancement could appear like a no-brainer, but upon further investigation, you may uncover deep-seated problems in your app’s information architecture.
No Excuses
Being skeptical of feedback is not an excuse to ignore user needs or assume users have nothing but the best intentions. Believe them, and listen critically. In the end, it’s your full-time job to design the right product. Not just the product they ask for.
Desk-side Manners
How you accept this feedback is critical. Great desk-side manners go a long way to instill trust. Don’t dismiss feedback. Thank users emphatically for bringing issues to your attention. Follow up with users after your research and investigations. Be respectful, kind, and inclusive.
Design for Everyone
By being respectfully skeptical with user feedback, you can find root problems and improve the experience for your users.
Quintin Carlson researches and designs for Flexport — a company that manages iconic supply chains and keeps freight moving around the globe.
Every Wednesday, the Flexport design team checks in to talk research, design culture, and building the best experiences for everyone.
Want to tackle design problems that impact the world economy? Join our team!
