Design Go Way Beyond Pain Point!

Sometimes, we devote a significant amount of attention to addressing user concerns and alleviating their discomfort — commonly referred to as “pain points.” In each UX case study, our focus revolves around identifying and validating these issues. However, did you know that there are numerous other invaluable insights that we can harness for the subsequent design phases?

Here are five alternative insights I’ve recently gained and now commonly apply when necessary:

• Likes: Understanding what users appreciate about the product, feature, or journey.
• Triggers or Motivations: Exploring the factors that prompt users to engage with the product, feature, or journey.
• Gains, Goals, or Rewards: Identifying users’ expectations upon completing the feature or journey.
• Investment: Analyzing the efforts and costs that users invest in completing their tasks.
• Journey: Analyzing the steps users take to achieve their objectives.

To gain these insights, consider incorporating this as a key aspect of your research agenda. In one of my case studies, “TokTing” (2021), which concentrated on identifying pain points when purchasing snacks from Indonesian street vendors, I tried a new approach. Despite the primary focus being on pinpointing pain points, during customer interviews, I posed questions such as:

• What aspects do you enjoy when buying snacks from street vendors?
• What motivates you to choose street vendors over food delivery restaurants?

Leveraging Insights for Strategic Enhancement

You might be curious about the importance of these insights. While addressing pain points remains crucial, it’s equally imperative to recognize these aforementioned aspects. I’ve applied these insights to strengthen solutions, steer decision-making, and establish priorities. This approach is beneficial for:

• Resolving problems without eliminating aspects users appreciate about the product.
• Developing solutions that streamline the user journey rather than adding complexity.
• Crafting new features aligned with user expectations or even surpassing them.

Moreover, by delving into these distinct insights, you might even find a reason to prioritize them over pain points based on your company’s objectives. For instance, if addressing a pain point could potentially boost conversion rates by 5%, but enhancing a feature that the users like could result in 5% higher retention, you gain a clearer understanding of an alternate path that offers more significant benefits, thus altering the priority.

References

In addition to “Likes,” I’ve gleaned insights about goals, journeys, investments, and triggers from “HOOKED” by Nir Eyal (2014) and “The Design Thinker” by Rizky Mardita (2020). While progressing through the design process, I adapted their concepts into a research plan, shaping research objectives and inquiries.

It’s worth noting that the four insights are defined differently in each book. “HOOKED” employs them to shape user behavior around products, while “The Design Thinker” applies them to gain a deeper comprehension of user behavior. If you’re keen to explore further, I strongly recommend these two books as primary references

This article is the English version of my article “Pain Point Bukan Satu-Satunya Yang Harus Diperhatikan”.