Where do ideas for great products, services and businesses come from? Sometimes these incredible creations come from mistakes, but more often it comes from observing human experiences.
We’re all guilty of people watching. That’s pretty much the reason malls exist – to people watch and maybe grab a hot pretzel while we’re there. By observing those around us, we’re able to see how different concepts could change someone’s daily life.
From trying to improve upon an existing UX design to creating something brand new, we have to first observe others. They’re a designer’s research manual if we only bother to pay attention.
Watch An Experience In Action
No one can create a satisfactory user experience without first watching an experience in action. For instance, if you wanted to help improve how people cook, first take a look at how they currently cook. Notice what they use, how they use it and even how long it takes.
Observing human experiences is always step one in improving any UX design. One of the top design firms in the world, IDEO, always starts with this step in order to better understand the way a user thinks and acts. The result is a design that improves the existing experience.
Note Existing Problems
We won’t exactly get much out of observation if we don’t note what we’re seeing. Go back to the cooking example for a moment. What problems are people having in the kitchen? Does food stick too easily to pans? Is it impossible to clean up in a timely manner? Does the stove provide enough room for all pots needed for a large family meal?
Improving the user experience begins with noticing what problems exist. We may not be able to solve every issue, but solving even one problem could result in a better experience for the end user. For instance, if stove space is a problem, stackable, light-weight pots that absorb heat from each other could free up space and allow a person to cook twice as much in half the space.
Try An Experience Yourself
Observing human experiences is informative, but there’s one more step to take to improve the user experience – trying it yourself. Okay, so it’s not always fun to try something, but how are we supposed to fully understand a user’s plight if we can’t step into their shoes? Besides, jumping into a problem boosts the creative process.
Step into your own kitchen, even if boiling water seems like rocket science. What issues do you encounter? What would you improve if you could? This is where ideas are born. Observe and then try it yourself.
Judge User Satisfaction
Sometimes UX design problems aren’t blatantly obvious. Why? People don’t realize things could be better. For instance, if all apps currently work the same way, users just expect that this is the norm. But, subtle non-verbal clues show how satisfied they are with an experience.
When the user can’t tell us what to improve, it’s up to us as designers to observe those non-verbal clues. For instance, do users frown when trying to navigate a website? Do they squint when trying to read text in an app? As much as 93% of communication is non-verbal, so observe what users are trying to say, even if they don’t technically say it.
Design To Eliminate Obstacles
The entire purpose of UX design is to eliminate obstacles for the end user. It’s not just about making something pretty. It’s about making it an engaging experience that keeps users coming back for more. Observing human experiences show us exactly what those obstacles are.
We’re not psychic and we don’t have to be. We just need to open our eyes and ears. It’s only by observing those around us that we give creativity the fuel it needs to create something truly amazing. Try it yourself and you’ll be amazed at the end results and so will anyone who experiences your design.
Image: Garry Knight, Calum MacAulay, KeithJJ