“Don't make me think” — what needs does the user have?

A favorite tool for designers to learn about user needs and behaviors are qualitative research. In short: we talk to users, ask them to walk with the researcher through the product and describe on an ongoing basis what they expected, what they did not find and what put them in a good mood.

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Steve rightly noted that the user wants to put as little effort as possible into operating the product, achieving maximum results. Best from the first second. That's why Amazon offers one-click shopping, Instagram puts movie stories on the first view of the app. They just understood what the customer wants and give it to him on a plate.

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This knowledge is constantly being collected by Spotify. It removes all obstacles from under the feet of users, for example by redesigning podcast pages where it was previously difficult to find the last episode. Knowing that most of us do not want to painstakingly collect our favorite music into one list, Spotify offers ready-made and personalized (by algorithms) playlists on the first page. We like our Daily Mix, or a summary of the most listened to songs with a drop of novelty. We don't have to think about them too long.

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Even the best product can be improved by looking at user behavior. Do not make him think, look for solutions, overcome problems. It is better to propose your own path designed by us and let the user go with the flow. Calmly and without unnecessary turbulence.

The Book ”Don't make me think.” , “Emotional Design: Why We Love (or Hate) Everyday Things” Donald Norman

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Learn more about making changes to your products and services in our Business Hero Cards — take a look here.

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