Ask “why” like a 5 year old: the UX toolbox Part 1
A preface
My goal in writing this is to really put my thoughts down and potentially inspire anyone thinking of making to move into UX. Moreover, for those veterans in the world of UX I hope that this series may serve as a “refresher” of some sorts. Though the field is ever changing, the core components are there to guide our research and designs. Everyone needs a place to start.
So, why “why”?
On the surface, “why” is something so simple and something so loathed by people. For me, when someone asks me why more than once, I am immediately brought back to 7 year old me talking to my neighbor across the street Ryan. I am fairly confident his family only spoke two words in their house which were “why” and “no”.
When people ask “why”, we are confronted with the idea that the person who is asking us is questioning us as part of some judgement call. We are called to arms to defend our reasoning. Said differently, we take it personally. More on this later, I’ve made that into its own chapter.
Why is the unseen hero? Adding “why” to the end of a users answer takes you one level deeper into their thoughts, goals, behaviors, and needs.
“Why did you take the train today?”
“I wanted to be on time”
“Why Does it matter?”
“I don’t like being late.”
“Why?”
“I don’t like to look bad by being late”
In this example you start with a train ride and end with a clear picture in regards to the users motivations and behaviors. “Why” is the unsung hero of the UX world when put next to usability testing, user interviews, affinity mapping, and the rest of tools UXers wield.
“Why” takes you places you would of never imagined. I was once a note taker in a user interview in regards to social settings. The user was asked a question in regards to being at a party and gave a yes/no answer. When the interviewer asked why, we were all taken on a magical tour of the users mind, showcasing fears, hopes, ambitions, and that the party was something out of a movie.
Remember, ask “why” like your annoying 5 year old neighbor Ryan. The insights that are provided will amaze you and lend you design guides you would of never imagined. Ryan, if you’re out there, consider UX as your next career move.
But wait! There’s more!
“Why” is not only a major benefit for your research, it’s a massive benefit when you’re building your design.
When you enter into your design phase it becomes so easy to see and understand the research and how it should influence your design. But, it becomes so much easier to throw that all out and design things the way you see them on dribble. Throw a few trendy cues in there, add this option, why not just combine those two pages?
Now you’ve done it, the design is officially off the radar of UX. But how do we get back Magellan? Just ask why.
“Why are we adding these features? Does the research point to this solution?”
“Why are we combining those menu items? The card sort does not support that decision.”
“Why” is the north star when your design has evolved from a bike share app to a fitness tracker. It brings you back to your project goals and validations.
I am not saying that doing any of the above is wrong, but, often we lose track of what it is we truly set out to do. We get caught in our own heads and the webs we spin for ourselves.
The great equalizer
An even more amazing trick up “whys” sleeve is the ability to convince stakeholders when the user is put on the line. Stakeholders have their own reasons in a conversation and they usually don’t concern the users experience. Typically, stakeholders concerns are more aligned with business goals, moreover the bottom line. It’s a UX designers job to step in on behalf of the user and remind the stakeholders that without the users and a seamless and positive experience, the business goals can’t be met.
It’s in this moment you can bring out the “whys”.
Why focus our efforts on marketing when the users experience is less than acceptable?
Why put development dollars in if the design is not validated?
Paradigms are shifted with a simple why. In the short term you may appear as a barrier to other teams, but by defending great UX you might just save them.
The final why
Ultimately, “why” is the only question that satisfies all the areas of UX. Why are we doing this? Why does any of our design make sense? Why does this matter to the user? Why does this problem need to be solved?
I am in no way discounting who, what, when, where or how. These are all important questions as well but as UX designers all we really need to do is ask that final why…six times. I can almost guarantee that the answer you get from the final why will lend you far deeper insights into a users motivation, habits, needs, and goals.
Keep asking why.
If you made it here, I sincerely appreciate it, and look for part two where I talk about removing yourself from the design equation.
