That small design feature, called a curb cut, wasn’t made for travelers or delivery drivers. It was created in the 1970s for wheelchair users.

And yet, everyone uses it.

This is the curb-cut effect: when you design something for people with disabilities, you often end up improving life for everyone else too. What begins as “accessible design” turns into universal innovation.

Here are a few everyday tools we all love, but that were originally invented with inclusion in mind.

The Typewriter: Built for a Blind Accountant

In the early 1800s, Italian inventor Pellegrino Turri created a machine for his friend, Countess Carolina Fantoni da Fivizzano, who was blind. She wanted to write letters independently and legibly.

Turri’s invention, one of the first typewriters, allowed her to do just that.

Decades later, innovators like Christopher Latham Sholes refined the design, eventually creating the typewriter that transformed business, literature, and communication.

What started as a personal tool for someone with a visual impairment became the foundation of the modern keyboard, and by extension, computers, smartphones, and the internet as we know it.

SMS Texting: A Silent Solution That Spoke Volumes

Text messaging (SMS) wasn’t originally designed for teens sneaking notes in class or couples exchanging “goodnight.”

It was developed in the 1980s and early 90s to support deaf and hard-of-hearing users who couldn’t use voice calls. The idea was simple: let users send short written messages over the phone network.

What happened next was unexpected: the world fell in love with texting.

By the 2000s, SMS was ubiquitous. It paved the way for platforms like WhatsApp, Messenger, and even Twitter (originally limited to 140 characters for this very reason).

What started as a workaround became a communication revolution.

OXO Good Grips: Ergonomics Inspired by Arthritis

In the 1990s, industrial designer Sam Farber noticed his wife, Betsey, struggling to peel apples due to arthritis. Standard kitchen tools were painful to use.

So he designed a better one: soft, contoured, and easy to grip.

That simple act of empathy became OXO Good Grips, a beloved line of kitchen tools known for their comfort, aesthetics, and durability. Today, OXO is a go-to brand in kitchens around the world, not because they were designed for the average user, but because they weren’t.

They designed for someone who needed more, and in doing so, created something better.

More Everyday Products That Began With Accessibility

These aren’t outliers. The link between accessible design and mainstream success runs deep:

• Curb Cuts: As mentioned before, now used by people with strollers, carts, bikes, luggage, and more.

• Audiobooks: Originally for the blind; now a staple for commuters, multitaskers, and readers on the go.

• Closed Captions: Created for deaf viewers; now used in noisy environments, offices, and for learning new languages.

• Electric Toothbrushes: Invented for people with limited mobility; now widely adopted for better hygiene.

• Dark Mode: First embraced by users with visual sensitivity; now preferred by many for comfort and battery savings.

• Voice Assistants (like Siri, Alexa): Built with accessibility in mind, now used by almost everyone for convenience

Why This Matters: Design for the Edges, Benefit the Middle

There’s a myth that designing for accessibility is a niche practice.

But these stories reveal a deeper truth: when we design for those at the margins, we often invent for the majority.

It’s not just good ethics. It’s good design. It’s good business.

This approach is known as universal design, creating experiences that are usable by the widest range of people, without the need for special adaptations.

Think of it as designing for inclusion first, and watching innovation follow.

Final Thought: Innovation Begins with Empathy

Whether it's a typewriter for a blind friend, a text service for the deaf, or a vegetable peeler for an arthritic wife, the origin stories of these tools remind us of something powerful:

When we build for people who are often excluded, we end up creating things everyone uses.

Next time you’re designing a product, solving a problem, or writing code, start by asking:

Who might be left out?

Because solving their problem might just lead you to the next big idea!

Further Reading:

Stanford Social Innovation Review: The Curb-Cut Effect

This blog post was inspired by UX Design in Practice - Accessibility and Collaboration, a course by Microsoft.

A well-known story illustrates the power of fresh perspectives in problem-solving. A bus gets wedged under an overpass, and engineers, emergency responders, and city officials try various complex methods to free it, raising the bridge, cutting parts of the bus, or even dismantling the overpass. None of these seem practical. Then, a child suggests a simple solution: deflate the bus’s tires to lower it just enough to drive it out. The solution works.

Just like the bus scenario, designers sometimes get stuck in their own assumptions, failing to see an obvious solution. Feedback helps deflate these cognitive biases and makes way for clearer, more effective design thinking.

Understanding Cognitive Bias in Design

Cognitive biases are mental shortcuts our brains use to make decisions quickly. While they can be helpful in certain situations, they often lead us to make flawed assumptions. Here are some common biases that affect designers:

1. Confirmation Bias

Designers may subconsciously seek out information that supports their pre-existing beliefs while ignoring contradictory evidence. For instance, if a designer is convinced that a minimalist interface is the best approach, they may overlook data suggesting that users struggle with hidden navigation elements.

2. False Consensus Effect

This occurs when designers assume that users think and behave as they do. A designer might create an interface based on their own preferences, forgetting that their target audience has different needs and levels of familiarity with technology.

3. Framing Effect

The way information is presented can influence design decisions. For example, if usability testing results are framed positively, “80% of users completed the task successfully”, designers might ignore the fact that 20% still faced difficulties, which could be a significant usability issue.

4. Sunk Cost Fallacy

After investing time and effort into a design, it isn’t easy to accept that it may not be working. Designers may resist making necessary changes because they feel too attached to their initial ideas, even when feedback suggests otherwise.

5. Recency Bias

Designers might give more weight to recent feedback rather than considering a broader range of data. This can lead to impulsive changes based on the last critique received rather than a well-rounded understanding of user needs.

Why Feedback is the Antidote to Bias

While cognitive biases are unavoidable, feedback provides a crucial reality check. Seeking diverse perspectives helps designers challenge their assumptions and uncover potential oversights. Here’s why feedback is essential:

1. User-Centered Validation

No matter how skilled a designer is, real users provide insights that can’t be predicted. User testing, surveys, and interviews expose issues that designers might have overlooked due to their biases.

2. Collaborative Thinking

Feedback from teammates, whether developers, product managers, or other designers, can introduce fresh perspectives. Different stakeholders bring unique viewpoints that can help refine and improve the design.

3. Iterative Improvement

Design is an iterative process, and feedback fuels continuous refinement. Constructive criticism allows designers to make incremental improvements rather than committing to flawed ideas.

4. Avoiding Tunnel Vision

When designers work on a project for an extended period, they can develop tunnel vision. External feedback helps them step back and see the bigger picture, ensuring the design remains aligned with user needs.

Embracing Feedback: Best Practices

To truly benefit from feedback, designers must cultivate an open-minded approach. Here are some best practices:

• Seek feedback early and often. Don’t wait until the final stages of design to gather input. Early feedback prevents major rework later.

• Encourage diverse perspectives. Gather feedback from users, colleagues, and even people outside your industry to challenge assumptions.

• Separate ego from design. Feedback isn’t a critique of you as a designer; it’s an opportunity to improve the product.

• Analyze patterns in feedback. Avoid overreacting to isolated comments. Look for recurring themes to identify genuine usability issues.

• Iterate and test again. Implement changes based on feedback and test again to ensure improvements address the right problems.

Conclusion

Cognitive bias is an inevitable part of the human experience, and designers are no exception. The key to overcoming these biases is to actively seek and embrace feedback. By inviting diverse perspectives, testing with real users, and maintaining an iterative mindset, designers can create more effective, user-friendly products. The best designs aren’t born from individual genius, they’re the result of continuous learning, adaptation, and collaboration.

Design History of YouTube.com

Design History of Amazon.com

The Myth of Perfection in the First Iteration

Many first-time founders and new designers fall into the trap of believing that a well-researched and thoughtfully designed app will be perfect at launch. But here’s the truth: no amount of planning can replace real user interaction. No matter how much effort you put in, predicting every user’s behavior, needs, and expectations is nearly impossible.

Here’s why perfection in the first iteration is a myth:

1. Users Interact with Products in Unexpected Ways

You might have the cleanest UI, the most logical navigation, and a seamless user flow, but real-world users will always surprise you. They might struggle with a feature you thought was simple or ignore a core function you assumed was essential. User testing often reveals blind spots that weren’t evident during the design phase.

2. Design is a Hypothesis Until Validated

Every initial design is based on assumptions—educated guesses about what users want and need. However, these assumptions must be tested and validated. The first version of an app is like a prototype of an idea: you build, test, gather feedback, and iterate. The faster you accept this cycle, the better your product will become.

3. Technology and Business Constraints Can Shift

Even if your initial design feels solid, technical limitations or business priorities may require changes. Sometimes, certain features prove too costly or complex to implement as originally envisioned. Other times, business goals shift based on market feedback, requiring design adjustments.

4. User Expectations Are Evolving

What works well today might feel outdated in a few months. User behaviors, device standards, and accessibility needs are constantly evolving. A “perfect” app at launch can quickly become frustrating if it doesn’t adapt to user demands and technological advancements.

The Key to Success: Iteration and Continuous Improvement

Instead of striving for perfection in the first iteration, focus on launching a Minimum Lovable Product (MLP)—a version of your app that provides core value while leaving room for growth.

How to Embrace Iteration in Your Design Process:

Conduct Early and Frequent User Testing: The sooner you put your app in front of real users, the better. Gather insights before development is complete.

Prioritize Usability Over Perfection: A simple, functional app is far better than a feature-packed but confusing one.

Be Open to Feedback: Real users will provide the best insights. Listen, analyze patterns, and improve accordingly.

Adopt an Agile Mindset: Think of your app as an evolving product rather than a one-time release. Small, frequent updates will make a bigger impact than a single, delayed “perfect” launch.

Measure What Matters: Use analytics and user feedback to track engagement and pinpoint areas for improvement.

Conclusion

The first version of an app is never perfect—because it’s not supposed to be. Instead of chasing an unattainable ideal, focus on delivering a strong foundation and improving based on real user interactions. Iteration is not failure; it’s the process of refinement that leads to long-term success.

So, launch, learn, and iterate. The best apps aren’t born perfect; they become great through continuous improvement.

What is WCAG?

WCAG is a set of internationally recognized standards for web accessibility, developed by the World Wide Web Consortium (W3C). These guidelines focus on making web content more accessible to people with visual, auditory, physical, speech, cognitive, and neurological disabilities.

WCAG is structured around four key principles:

1. Perceivable: Information must be presented in ways users can perceive. For example, provide text alternatives for non-text content, like alt text for images.

2. Operable: Interfaces must be navigable. This includes supporting keyboard navigation and avoiding content that triggers seizures, such as flashing elements.

3. Understandable: Ensure content and navigation are easy to comprehend. Use simple language and consistent layouts.

4. Robust: Content should work well with assistive technologies like screen readers.

Key Considerations for Designers

• Color Contrast: Use sufficient contrast between text and background to improve readability. Tools like WCAG Contrast Checker can help validate compliance.

• Scalable Text: Ensure text can be resized without breaking the layout.

• Focus Indicators: Include visible focus indicators for interactive elements like buttons and links.

• Alternative Text: Add descriptive alt text for all images and graphics.

Key Considerations for Developers

• Semantic HTML: Use proper HTML tags (e.g., <button> instead of <div> for clickable elements) to improve screen reader compatibility.

• ARIA Roles: Implement Accessible Rich Internet Applications (ARIA) attributes to enhance accessibility for complex UI components.

• Keyboard Accessibility: Make all interactive elements operable via keyboard input.

• Testing Tools: Use tools like Axe, Lighthouse, or WAVE to identify accessibility issues during development.

Why WCAG Compliance Matters

Adhering to WCAG is not just about legal compliance; it’s about creating equal opportunities. Accessibility expands your audience, enhances user satisfaction, and improves SEO. Moreover, designing for inclusivity fosters innovation and demonstrates social responsibility.

Start Small, Think Big

Accessibility doesn’t happen overnight. Start by addressing high-priority issues, then progressively implement more guidelines. Collaborate with accessibility experts, test with diverse users, and continually refine your process.

By embracing WCAG, designers and developers can contribute to a more inclusive digital world—one where everyone has the opportunity to engage, explore, and excel.

What Are Dark Patterns?

Coined by UX designer Harry Brignull in 2010, "dark patterns" describe design choices that trick users into doing things they might not otherwise do. These designs exploit cognitive biases and user behavior insights to lead users down a path beneficial to the business but potentially detrimental to the user.

Common Examples of Dark Patterns

1. Bait and Switch: This occurs when a user intends to do one thing but something else happens instead. For example, clicking a button to decline an offer but ending up subscribing to a newsletter.

2. Hidden Costs: During the checkout process, additional fees and charges are revealed at the last step, catching the user off guard and increasing the likelihood of completing the purchase due to the sunk cost fallacy.

3. Roach Motel: Easy to get into but hard to get out of, such as subscriptions that are simple to sign up for but difficult to cancel, involving multiple steps and obscure cancellation options.

4. Forced Continuity: After a free trial period, users are automatically charged without explicit reminders or consent, relying on them forgetting to cancel the service.

5. Privacy Zuckering: Named after Facebook’s Mark Zuckerberg, this involves tricking users into publicly sharing more information about themselves than they intended.

Dark patterns in UX design highlight the fine line between persuasive design and manipulation. As awareness grows and regulatory scrutiny increases, it becomes imperative for designers to adopt ethical practices that respect users' rights and foster trust. By prioritizing transparency and user-centered design, businesses can build sustainable relationships with their users, benefiting both parties in the long run.

You can learn more from Dr. Harry Brignull website - https://www.deceptive.design/

The God complex, characterized by an inflated sense of self-importance and omnipotence, can lead founders to believe that every idea they conceive is revolutionary and every feature they add is indispensable. This dangerous mindset often manifests itself in the form of feature bloat—a phenomenon where products become bloated with unnecessary functionalities, ultimately diluting their core value proposition.

One of the primary reasons behind feature bloat among first-time founders is their lack of experience in product development and market validation. In their eagerness to impress potential users and investors, they succumb to the temptation of stuffing their product with a plethora of features, believing that more is always better. However, what they fail to realize is that complexity breeds confusion, and an overly cluttered product can alienate users rather than attract them.

Moreover, first-time founders often fall into the trap of assuming they know exactly what their target audience wants without conducting thorough market research or gathering user feedback. This overconfidence leads them to add features based on their own assumptions rather than genuine user needs. Consequently, the product becomes bloated with features that hold little to no value for the end users, resulting in a convoluted and cumbersome user experience.

Another contributing factor to feature bloat is the fear of missing out (FOMO) on competitors' functionalities. In a competitive landscape where innovation is rapid and relentless, first-time founders may feel compelled to incorporate every feature their competitors offer, fearing that their product will be perceived as inferior otherwise. However, blindly emulating competitors without understanding the unique needs of their own target audience only exacerbates the problem of feature bloat.

To avoid falling prey to the God complex and succumbing to feature bloat, first-time founders must adopt a more disciplined and user-centric approach to product development. Here are some strategies they can implement:

1. Market Validation: Before diving headlong into product development, founders should conduct thorough market research to validate their ideas. This involves identifying a genuine pain point or need within a specific target market and ensuring that there is sufficient demand for the proposed solution. 

2. Minimal Viable Product (MVP): Instead of attempting to build a feature-rich product from the outset, founders should strive to develop a minimal viable product (MVP) that addresses the core problem in a simple and elegant manner. This allows them to validate their assumptions and iterate based on real-world feedback. Building a successful product is a journey of continuous iteration and refinement. This iterative process allows them to course-correct and pivot as needed, without committing resources to unnecessary features upfront. 

3. Resist the Temptation of Feature Creep: Founders must learn to discern between essential features that enhance the core value proposition and extraneous features that add unnecessary complexity. They should resist the temptation to add features for the sake of it and instead prioritize ruthlessly based on user needs and business goals.

4. Cultivate Humility and Openness to Feedback: It's crucial for first-time founders to cultivate humility and remain open to feedback from users, advisors, and mentors. By actively seeking constructive criticism and being willing to pivot based on insights gained, founders can steer clear of the pitfalls of the God complex and foster a culture of continuous improvement.

In conclusion, the journey of a first-time founder is rife with challenges and uncertainties. The God complex and feature bloat are common pitfalls that first-time founders must navigate on their entrepreneurial journey. By adopting a humble, user-centric approach and focusing on delivering value to their target audience, they can avoid these traps and build products that truly make a difference in the world. Remember, in the world of entrepreneurship, less is often more, and simplicity is the ultimate sophistication.

Imagine a scenario where a design team is brainstorming ideas for a new product. The team consists of designers, engineers, marketers, and other stakeholders. Despite having a diverse set of skills and perspectives, discussions consistently revolve around the preferences and viewpoints of the CEO or another high-ranking individual.

While it's essential to value the input of leaders, the problem arises when their opinions become the sole driving force behind design decisions. This can stifle creativity, innovation, and ultimately, the success of the project.

So, how can design teams combat the Hippo Syndrome?

1. Foster a Culture of Collaboration: Encourage open communication and value input from all team members, regardless of their position or title. Create an environment where diverse perspectives are welcomed and respected.

2. Focus on Data and Insights: Base design decisions on research, data, and user feedback rather than personal preferences or hierarchical status. Let empirical evidence guide the process.

3. Empowerment and Autonomy: Give designers and team members the autonomy to explore creative solutions and make decisions within their areas of expertise. Trust in their abilities to contribute meaningfully to the project.

4. Facilitate Constructive Dialogue: Actively facilitate discussions where differing viewpoints are encouraged and debated constructively. Emphasize the importance of listening to understand, rather than to respond.

In conclusion, while the input of leaders is valuable, design decisions should not be dictated solely by the loudest voice in the room. By fostering a culture of collaboration, valuing diverse perspectives, and focusing on data-driven insights, design teams can overcome the Hippo Syndrome and unlock the full potential of their creativity and innovation.

Inspired by the article “The HiPPO Syndrome: Humans Can’t Reliably Predict Design Effectiveness” by Thomas Crook

Understanding Social Norms:

Social norms are ingrained in human societies and serve as guidelines for behavior, shaping individuals' actions through social approval or disapproval. They encompass both descriptive norms, which reflect what is commonly done in a given situation, and injunctive norms, which denote what is perceived as morally right or wrong.

For instance, the principle of social proof, popularized by psychologist Robert Cialdini, illustrates how people tend to conform to the actions of others in an attempt to fit in or make informed decisions. This phenomenon is evident in online reviews, where positive ratings and testimonials influence consumer choices by signaling popular opinion.

Applying Social Norms in User Behavior:

In the digital realm, social norms can be strategically employed to steer user behavior in desired directions. Here are some key strategies:

1. Highlighting Social Consensus: Displaying statistics or messages indicating the prevalence of a certain behavior can create a perception of social consensus, encouraging individuals to align their actions accordingly. For instance, showing that a majority of users recycle or opt for eco-friendly products can motivate others to follow suit.

2. Normative Messaging: Crafting messages that emphasize social expectations or norms can prompt individuals to conform to desired behaviors. For example, framing reminders to conserve energy as a collective responsibility for environmental stewardship can foster a sense of duty and encourage energy-saving practices.

3. Peer Influence and Social Networks: Leveraging social networks and peer influence can amplify the impact of social norms on user behavior. Platforms that incorporate features such as social sharing, peer endorsements, or leaderboards can harness the power of social influence to drive engagement and adherence to desired actions.

4. Public Commitments: Encouraging users to make public commitments to specific behaviors can leverage the psychological principle of consistency. By publicly declaring their intentions or goals, individuals are more inclined to follow through to maintain their self-image and avoid cognitive dissonance.

5. Social Rewards and Recognition: Providing social rewards or recognition for desired behaviors can reinforce social norms and encourage continued engagement. Features such as badges, status levels, or virtual rewards can incentivize users to adopt and sustain positive behaviors within digital communities.

Ethical Considerations:

While harnessing social norms can be a potent tool for driving user behavior, it's essential to approach this practice ethically and responsibly. Respecting user autonomy, ensuring transparency, and avoiding manipulative tactics are paramount. Additionally, efforts should align with promoting genuine societal benefits and well-being rather than exploiting vulnerabilities or fostering negative social comparisons.

Conclusion:

Incorporating social norms into the design and implementation of digital platforms offers a promising avenue for promoting positive behaviors and cultivating a sense of community and belonging. By understanding the mechanisms that underpin social influence and tailoring interventions accordingly, organizations can effectively motivate users to adopt behaviors that contribute to their individual goals and broader societal objectives. With careful consideration of ethical principles and user-centric design, leveraging social norms can be a catalyst for meaningful and sustainable change in the digital landscape.

You can read this below article to understand a practical application of social norms to change user behavior

A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels By Noah J. Goldstein, Robert B. Cialdini, Vladas Griskevicius

In the coffee order process for Dr. Frasier Crane, he finds himself confronted with a challenge: he must recall all the various coffee sizes, but the names provided don't offer clear indications of the actual sizes. These unfamiliar terms leave him unable to determine which size corresponds to each name, disrupting his established mental model from ordering drinks at other coffee shops. Simplifying the options to standard descriptors like small, medium, and large would greatly streamline the process and enhance his overall experience!

What is Cognitive Load?

Cognitive load encompasses the mental resources necessary for understanding, learning, and problem-solving. It's important to distinguish between three types of cognitive load:

1. Intrinsic Load: This is the inherent difficulty of the task itself. Some tasks naturally demand more mental effort due to their complexity or novelty.

2. Extraneous Load: This refers to the cognitive load imposed by the design of the interface or system. Poorly designed interfaces can unnecessarily burden users with extraneous cognitive load, making tasks more challenging than they need to be.

3. Germane Load: This refers to the cognitive load associated with meaningful learning and understanding. It's the mental effort required to process and internalize information in a way that contributes to a deeper understanding of the task or system.

The Impact of Cognitive Load in UX Design

High cognitive load can lead to user frustration, errors, and abandonment of tasks or products. Conversely, reducing cognitive load can streamline user interactions, improve learning curves, and increase overall satisfaction. Therefore, UX designers must strive to minimize extraneous cognitive load while optimizing germane cognitive load to facilitate user comprehension and engagement.

Strategies for Managing Cognitive Load

1. Simplicity and Clarity: Keep interfaces simple, intuitive, and easy to navigate. Avoid clutter and unnecessary complexity that can overwhelm users and increase cognitive load.

2. Progressive Disclosure: Present information progressively, revealing additional details only when needed. This prevents information overload and allows users to focus on relevant content.

3. Consistency and Familiarity: Maintain consistency in design elements, layout, and navigation throughout the interface. Familiarity reduces cognitive load by allowing users to rely on past experiences and mental models.

4. Chunking Information: Break down complex tasks or information into smaller, more manageable chunks. Group related items together to facilitate processing and comprehension.

5. Visual Hierarchy: Use visual hierarchy to prioritize information and guide users' attention. Clear visual cues help users focus on essential elements, reducing cognitive load by eliminating the need to search for relevant information.

6. Feedback and Error Handling: Provide clear feedback to users, confirming actions and informing them of errors or issues. Effective error handling reduces cognitive load by helping users understand and resolve problems efficiently.

Conclusion

Cognitive load plays a pivotal role in shaping user experiences in digital environments. By understanding the different types of cognitive load and implementing strategies to manage it effectively, UX designers can create interfaces that are not only visually appealing but also intuitive, efficient, and enjoyable to use. Ultimately, prioritizing simplicity, clarity, and user-centered design principles can lead to products that resonate with users and stand out in a crowded digital landscape.

Need-finding is watching and asking people to learn about their goals and values to be able to uncover user needs and opportunities for improvements.

Robert McKim developed the theory behind need-finding at Stanford University in the 1970s

1. User Interview

If you are reading this you already know how user interview works. Just a quick definition

A user interview is a research technique used to gather information and insights from individuals who are representative of a target user group or audience. It is a qualitative research method commonly used in fields such as user experience design, product development, market research, and usability testing.

2. Diary Studies

Diary studies are a common research method used in the field of User Experience (UX) design. They involve asking participants to document their experiences, thoughts, and interactions with a product or service over a specified period of time. Diary studies provide valuable insights into users' daily routines, needs, and pain points, allowing UX designers to gain a deeper understanding of their target audience.

Use Case

Let's consider an example of a diary study in the context of a mobile banking application. The goal of the study is to understand the user experience of individuals who regularly use the app for managing their finances.

1. Participants record their experiences using the mobile banking app in the provided platform.

2. They document each interaction, such as checking account balances, making transactions, setting up bill payments, or contacting customer support.

3. Participants can note their thoughts, emotions, and any difficulties or frustrations they encounter during their interactions. It can be audio or video.

4. They are encouraged to capture screenshots or take photos if it helps illustrate their experiences.

3. Experience Sampling

Experience sampling is a research method used to collect data on individuals' subjective experiences and behaviors in their natural environments. It involves periodically sampling participants' experiences and activities throughout their daily lives using various techniques, such as questionnaires, diaries, or mobile applications.

The goal is to capture real-time information about individuals' thoughts, feelings, and behaviors as they occur, rather than relying on retrospective accounts or generalizations.

Use Case

Let's say a group of researchers is interested in studying the relationship between stress levels and productivity in the workplace. They decide to employ an experience sampling method to collect data from participants throughout their workday.

1. Throughout the workday, participants receive several prompts at random intervals (e.g. six times per day) on their smartphones. These prompts ask participants to rate their current stress level on a scale of 1 to 10.

2. Participants may be asked to report other relevant variables, such as their current task, the level of interruption they experienced, or their perceived productivity at that moment.

3. When participants receive a prompt, they open the app and provide the requested information by selecting options or entering text.

Summary

User interviews involve direct conversations with participants to uncover insights into their experiences, preferences, and pain points, providing qualitative data. Diary studies require participants to document their interactions and experiences with a product or service over time, offering detailed longitudinal insights into user behavior. Experience Sampling involves collecting real-time data through periodic prompts, capturing users' immediate thoughts and feelings, and allowing for a nuanced understanding of their interactions. These strategies collectively facilitate comprehensive need-finding in UX design, aiding in the development of user-centered solutions.

It is a brainstorming technique used to gather feedback or generate ideas. It stands for "Plus, Minus, Interesting." By examining a subject using the PMI approach, you can gain a balanced view and gather insights that can be useful for decision-making, problem-solving, or idea generation. It's a simple and effective way to assess different aspects of a situation and consider multiple perspectives.

Plus

Identify the positive aspects, advantages, or benefits related to the topic. These can be things that are working well or that have a positive impact.

Minus

Identify the negative aspects, disadvantages, or drawbacks associated with the topic. These can be areas for improvement or challenges that need to be addressed.

Interesting

Identify any interesting or thought-provoking aspects, questions, or opportunities related to the topic. These can be areas of further exploration or ideas that spark curiosity.

Let's consider the PMI analysis for a mobile app idea that aims to provide a platform for virtual language learning.

Plus

1. Convenient and accessible way for users to learn languages anytime, anywhere.

2. A wide range of language options and learning materials are available on the app.

3. Interactive features like quizzes, games, and pronunciation exercises to enhance engagement and retention.

4. Ability to track progress and provide personalized recommendations based on user performance.

Minus

1. Potential challenges in maintaining user motivation and engagement without face-to-face interaction.

2. Technical issues and compatibility problems across different devices and operating systems.

3. Competition from existing language learning apps in the market.

4. Difficulty in replicating the benefits of real-life language immersion through an app.

Interesting

1. The possibility of incorporating AI or machine learning algorithms to tailor the learning experience to each user's needs and preferences.

2. The potential for integrating live language exchange sessions or virtual language tutors within the app.

3. Exploring gamification elements to make the learning process more enjoyable and addictive.

4. The opportunity to create a community aspect within the app, where users can interact and practice with each other.

Question To Avoid

1. Leading Questions

Leading questions should generally be avoided as they can bias the interviewee's responses and compromise the integrity of the research. The goal of a UX interview is to gather unbiased insights and understand the user's perspective. The goal is to encourage interviewees to share their genuine thoughts and experiences, without influencing their responses through leading questions.

Example

Don't you think our product is the most innovative solution in the market?

2. Binary Questions

Binary questions, which elicit a simple "yes" or "no" response, are generally not the ideal approach in UX interviews as they can restrict the interviewee's ability to provide detailed and nuanced feedback. However, in certain specific cases, binary questions can still serve a purpose in gathering specific information or confirming understanding. It is important to exercise caution and use binary questions sparingly, supplementing them with open-ended questions to encourage interviewees to share more comprehensive insights, thoughts, and experiences.

Example

Have you ever used the search feature on our website?

3. Asking Users What They Want/Need

In a UX interview, gathering insights into users' needs, preferences, and desires is crucial for informing the design process. However, it is essential to approach this topic with a focus on understanding users' underlying motivations and pain points, rather than solely relying on their explicit requests. By delving deeper into their experiences and exploring the reasons behind their preferences, we can gain more valuable insights. This approach helps uncover unmet needs, discover innovative solutions, and create a more user-centered design.

Example

What specific features would you like to see in a product/service like ours that would better meet your needs or enhance your experience?

4. What they would do in hypothetical scenarios?

Hypothetical questions should generally be avoided in UX interviews because they can elicit speculative or imagined responses rather than grounded, real-life experiences. Users' hypothetical responses may not align with their actual behavior or preferences when faced with a real situation. People tend to make different decisions when confronted with real choices and constraints compared to speculative scenarios.

Example

When searching for a specific product on our website, imagine that the search results don't display the items you were looking for. How would you expect the system to handle this situation?

An MVP is...

A simplified version of your product that includes just the core features that solve a real problem. Also, it satisfies early adopters and helps to gather valuable user feedback. Building an MVP is crucial for early-stage startups as it allows you to test your product with real users and iterate quickly based on actual feedback.

Example

The e-commerce platform Zappos in the 1990s started with an idea from Nick Swinmurn. Instead of building an inventory, creating a warehouse, and establishing suppliers Swinmurn opted for a lean MVP. He visited local shoe stores and posted them on his website with available sizes and prices. When a customer placed an order on the website, Swinmurn would go back to the store, purchase the shoes, and ship them to the customer. This approach allowed Zappos to validate the idea of buying shoes online without having to invest heavily in inventory warehouses or web presence.

Benefits of building an MVP

1. Validate Your Idea

One of the most important steps in building early-stage products is to test and validate your original idea. An MVP is the best place to start in order to get the feedback you need to validate the idea.

By building an MVP, you can quickly find out if your product resonates with your target audience. It allows you to validate your assumptions about your customers' needs and refine your product idea based on real user feedback.

2. Reduce Overhead

Developing a full-featured product can be time-consuming and expensive. An MVP helps you focus on the core features that bring the most value to your customers, enabling you to prioritize your resources and reduce overall development costs.

3. Iterate Quickly

With an MVP, you can quickly test different features and concepts in the market, allowing you to learn from your mistakes and iterate on your product based on user feedback. This agile approach helps you continuously improve your product and increase your chances of success.

4. Attract Investors

Investors are more likely to fund startups with a proven product-market fit. An MVP demonstrates that you've taken the time to understand your customers' needs and have developed a solution to address them, making your startup a more attractive investment opportunity.

Summary

Building a Minimum Viable Product (MVP) allows for rapid testing of a product idea with minimal resources, enabling quick validation of market demand. By focusing on essential features, an MVP reduces development time and costs while providing valuable feedback from early adopters, and facilitating iterative improvements. This iterative process helps to refine the product based on real-world usage, increasing the likelihood of success and reducing the risk of investing in a full-scale product that may not meet user needs.

How To Spot The Signs Of A Feature Factory

It can be very alluring to ideate on new features and innovation should always be the goal.

It becomes an anti-pattern, however, when the push for new features comes at the deficit of the existing product features.

A company begins to celebrate shipping new features as wins, while the value proposition of the product overall does not change.

Example

A Fintech platform might begin to measure success by the number and frequency of new features built for its end users as opposed to iterating and improving on core functionality. This can result in what is known as feature bloat (more on that in the future). It may seem like the right direction is to provide more tools and capabilities to users, unintentionally diluting the value across all features. In software, the whole is not always greater than the sum of its parts.

What To Do When You Recognize The Signs

The first step is to revisit and understand the problem you are trying to solve for your end users.

Before reaching for that shiny new feature and devoting resources in that direction, always ask if it will help improve the core experience of your company's product.

Shipping, followed by careful measuring through analytics tools and user feedback, creates a cycle that can reliably and incrementally improve products

Summary

Shipping new features and innovating are key to the longevity and success of an organization. Just be careful to not fall for the feature factory build trap which could dilute the value of your overall product by shipping for shipping’s sake

Before You Start

• Don’t judge ideas.

• Don’t think of just one idea, think of many ideas.

• Avoid fixation, don’t get stuck thinking in one direction. Explore different options.

1. Listing Ideas

Ideate yourself alone first to avoid cognitive bias. Write all of your ideas down. Tell other team members to do the same.

Then collect ideas from all other members and continue the ideation session as a team.

List all ideas, good, bad, doesn’t matter. Anything and everything that comes to your mind.

2. Get In The Garbage

This is a fun technique to take away the pressure of creating new ideas.

Generate strange, and funny ideas with your team. The sky is the limit and have fun.

Example: Teleportation to solve transportation problems.

3. Making An Analogy

Ask yourself what are the other ways a particular task can be done.

Compare how others are performing a task but may be in a completely different scenario, context, or domain.

Example: Turn on or off notifications like you turn on or off a light bulb.

3. Exaggeration

Exaggeration is a fun way to get new ideas.

Combine two completely different topics to generate ideas.

Example: Make a task management app experience the same as flying in first class. Ask how can that be done.

4. Eliminating A Constraint

Use this technique if you are struggling to generate even more ideas.

Eliminating constraints helps to see the problem from a unique perspective.

Example: To drive a car you need a road. By removing the road, how can you improve your driving experience? Hint: Flying car!

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