Don’t just ask what the user needs There are three reasons

lead: when a hardware manufacturer studies and develops a product, he often thinks, "just tell me what you want, and I’ll do it."." However, such a problem is often accompanied by certain potential risks.


Author David

· (David Mierke); milk is Ä KTA advanced user experience researchers, Ä KTA is the digital product user is headquartered in downtown Chicago, the experience of the design and development of Consultation Service Co.

you love apples or bananas? Love coffee or tea? Love spicy Italy sausage or cheese pizza? Ask simple answer is very simple, every hardware manufacturers in the product research and development, their dream is to get such a simple answer. "Just tell me what you want, and I’ll do it."." Fast, convenient, simple.

but the problem arises: in general, product development is not a fast, convenient, and simple process. Although the manufacturer will induce the user to answer these questions, but the question is often accompanied by some of the potential risks, lead to biased results, miss some information, may eventually lead to product failure. Here are three main reasons why it may be a very dangerous thing to ask the user straight questions.

users don’t necessarily know what they want,

you can’t simply ask users what they want, the first reason is that they don’t always know what they really want. The late Apple co-founder Steve · Jobs (Steve Jobs) once said such a sentence was praised as saying: "only in the product launch, people do not know what they want."

in general, it’s easier to see and comment on the real things that are in front of them than to let people imagine things that don’t already exist. This means that it can be a fully functional prototyping product for clickable presentations, as well as a simple hand drawn screen to help users feel some experience.

in addition, it is difficult for users to form the general outline of what they want or need in their minds, especially when they are related to topics that they do not often think of. People are accustomed to using what they know, and because of this, some products may attract users more time.

human desire for training patterns and habits

The second risk posed by

directly to the user is the human desire for training patterns and habits. Sigmund · Freud (Sigmund Freud) call this phenomenon "forced repetition"; that is, man will seek comfort and comfort from familiar things

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