Max · Human Experience Design

What’s the unforeseen variable when you design a product?

When designing a product, we tend to focus on a single scenario: the journey of one persona, going after their job to be done, ending up in ecstasy.

We come up with the best solution for that angle. Personas and journeys gather, patterns emerge and we have a viable vision of success.

Based on our own experience, backed by research, we make assumptions and rely on affordances. We’re aware of cultural inconsistencies, varying levels of experience in a given matter, mental models, concurrent biases and we come up with a solution.

But it’s only by exploring the limits with real users that allows us to improve it. Next to the unique nature of the human, the context shines a bright light. And that’s when we facepalm.

Why?

Most of the time we’re assuming our user is fully rested, naturally patient, knows exactly what they’re after and are eager to follow our lead.

But what are the chances that you want to settle a debt via Revolut after a blurry night out with a new colleague?

Or use the bank app to confirm a payment, angry that they cut the Internet service?

How about authenticating while kneading the dough, paying invoices while holding a crying toddler, or enrolling yet another card to get a ride home during a storm?

Are such contexts so rare? Are these corner cases? They don’t require dedicated personas or alternative journeys to activate “accessibility options”. It’s the same persona, temporarily disabled.

We use services and products when we’re angry, sad, or anxious too. It can happen by the dunes or by the pool, in a crowded and noisy environment, when the battery is at 5% or the connection speed is lagging. Because that’s when we rely on them to deliver.

Consider another layer, when you screen for how things might go wrong: context.

Offer the best experiences, especially when your users can’t present the best version of themselves.

User research doesn't end after we ship.

Awareness is like a ping on a radar: he is offering that service, she's now handling such cases, they are having a sale.

Trust requires more work. It comes from experience: repeated interactions that tell me that your organization does more good than bad, word-of-mouth that you can solve my problem, threads and reviews that discuss issues that I face.

Action is what happens when I actually go and input my digits in your form, I show up to your event, or just offer my time and attention to listen to what only you have to say.

To do this, I must've dealt with the fear (uncertainty, price) and decided to do something, to make a change in the status quo.

You are aware you can buy a new laptop, you know it's worth the effort but don't end up taking the action. How many are just like you? Action is the difficult part.

Companies, brands, products, are in fact inviting change in our lives. When their proposal seems familiar, safe, we accept. Action happens: it feels right to connect and exchange value.

Ask your clients about their individual struggles like you would a friend. Look for patterns. That's the puzzle piece that ongoing research brings to the table: the means to build and nurture that connection.

After you developed a decent, usable product, keeping the line wide open with your tribe is key to growth.

What's on your to-do list for tomorrow?

I had to write and publish this post, so that I may pop on your screen and into your mind when you least expect it. Done!

You... gotta pay that invoice, the dog needs a walk, the report is due, 3 emails in a queue and you're a problem solver for the day. Kudos!

We've been taught over twelve years of school that's how you measure your performance: how well you're solving your to-do list. We were trained to expect positive outcomes when we get the job done, on time, and less desirables ones when we don't.

Our brain is optimized for performance. So we trained ourselves to deliver on time, with the least effort invested. That's because we don't feel that all the items on the list are worth the time, or care that we're capable of.

Why is that?

Many things that we don't enjoy end up on our agenda. In the meantime, a walk with a friend, playing with your kid, making love, learning, and personal growth, contributing to a cause that makes you feel whole - these end up pushed to the bottom. And often, never end up on the list.

Is it just me — the stick, rather than the carrot ends up driving our daily focus? Fear, instead of vision and design, take hold and gears us towards what we came to define as success: getting the job done.

As soon as you sign up for a social network, it becomes one of the items on your list. Sure, it's not written anywhere, but it does get a generous slot. Oftentimes, it's the first. But is it the right one?

As a human, I came to question the wisdom of what we choose to prioritize in our to-do lists. As a designer, one of the items on my list is to help other people see that the things they care about belong on their lists. I ask my clients a lot of questions to surface motivation, authenticity, and uniqueness. That helps me build a solid bridge with their customers through the digital products and services that we end up building.

There is room for passion, patience, tolerance, listening, and exploring beyond the daily errands.

For each Yes we say when we make room for a new task, we end up saying a bunch of noes. Striking a balance is challenging, I know.

But, if all you're doing are the jobs you're used to doing, what are you missing out on?