probably the best reddit comment i’ve ever seen from a ux researcher sharing ways that product teams fail when conducting research:
1. ask about their workflows
“When customers have an ecosystem of tools, I ask about the tools they use before going to specifics about a particular one. Sometimes other tools drive expectations.
If 7/8 tools present information in one way, then your tool probably needs to mirror that (and certainly not contradict it).”
2. best source of insights: workarounds
“My most powerful source of latent opportunities is when workarounds organically emerge from different people that overlap in function.
An Excel spreadsheet that every company seems to have.“
3. stop asking leading questions
“Asking leading questions is the most common unforced error I see with PMs.
Even when you know better, the investment in a particular outcome leads people to signal the answers they are hoping for in subtle ways: tone of voice, body language.
It is not hard to put your thumb on the scale without realizing it.”
4. never ask users if your idea solves their problem
“Never ask if your idea solves their problem. Ask them to react to it.
Neutral language invites the answer “well, that’s cool and all, but…” A lack of specificity in praise is a consistent tell they your idea isn’t resonating.
Be willing to probe for bad news, not just good news. It’s not that people lie: they are just being polite.“
5. allow for moments of silence
“Another subconscious error I see is not allowing for moments of silence. When you are asking someone to reflect on their practice, that’s not something most people do every day.
It’s important to modulate the pace of a conversation so it doesn’t feel like an interrogation. Short, clipped answers that lack specificity are a giveaway.”
6. consolidate insights. identify inconsistencies. share learnings.
“The more subtle problem is information silos. It’s not exclusive to Product orgs. Sales, Marketing, Support, and Success all have their models of what they think the customer is.
When an org collectively can’t agree on what the problems are, then that’s when a UX starts to go off the rails…
A lot of my job is pulling in all of these models and finding where there are contradictions. And there always are, because having incentives impacts your perception.”
7. don’t “overfish” your users
“I do have a problem with when the customer base is not big enough and it gets “overfished”…
Customers get tired of constantly being asked for feedback when it is clear that those asking are not talking to each other.
From a customer perspective, they don’t see silos, they just see four research requests from one company and exclaim “enough is enough”…”