Click to edit Master title style Your user needs are crap! Click to edit Master subtitle style (and so were mine) Ten ways to improve user needs Patrick Sansom, Senior User Researcher

Purpose of user research and it’s outputs AI generated by Copilot Designer

Purpose of user research Relevant Clear purpose Defined scope 3

Purpose of user research Help business and designers make decisions 4

Purpose of user research artefacts Useful Easy to comprehend Actionable 5

Purpose of user research artefacts User needs 6

Example user need As a [user type], I need X, so that I can Y 7

Example user need As a presentation attendee, I need an interesting talk, so that I can learn something and stay awake

Issues with user needs AI generated by Copilot Designer

Issues with user needs User need ≠ user story 10

Issues with user needs Inappropriate way to capture findings 11

Issues with user needs Badly structured Capture information ineffectively 12

Issues with user needs ‘Bad’ need As a parent of a child in their last year of primary school, I need to complete the admissions form so that my child has a place at secondary school. Source: Future Learn course 13

Issues with user needs Better need I need to find out everything I must do to apply for a secondary school for my child, so we able to secure a place for them. Source: Future Learn course 14

Ten ways user needs could be improved AI generated by Copilot Designer

Problematic user needs Issue 1 General requirement, rather than a specific user need 16

Problematic user needs: example As a presentation attendee, I need to be able see the presentation, so that I follow along with what is being said

How they could be improved Issue 1 General requirement, rather than a specific user need Prioritised log of general user requirements, or principles 18

Problematic user needs Issue 2 Pain point, not a user need 19

Problematic user needs: example As a presenter, I need the café next door to turn their music down, so that my audience can hear what I’m saying

How they could be improved Issue 2 Pain point, not a user need Prioritised log of pain points 21

Problematic user needs Issue 3 References to tech, processes, etc. 22

Problematic user needs: example As a presenter, I need a parallel connector and cable, so that I can connect to the high-tech green screen VDU

How they could be improved Issue 3 References to tech, processes, etc. Identify the underlying need and/or pain point 24

Problematic user needs Issue 4 Overly verbose 25

Problematic user needs: example As a presentation attendee, I need to learn new things, find out about certain techniques and be entertained, so that I can continue on my learning journey and share it with my followers on Instagram

How they could be improved Issue 4 Overly verbose Refine verbose needs so they are concise 27

Problematic user needs Issue 5 Too specific 28

Problematic user needs: example As a presenter, I need to be able to advance slides by using the enter key, so that I can move through a presentation in my own way

How they could be improved Issue 5 Too specific Capture the essential need 30

Problematic user needs Issue 6 Too ambiguous 31

Problematic user needs: example As a presenter, I need to be able to present, so that I can do it

How they could be improved Issue 6 Too ambiguous Refine wording until it is clear 33

Problematic user needs Issue 7 Multiple user types on one need 34

Problematic user needs: example As a presenter, presentation attendee, event organiser or venue owner, I need a clear agenda for the session, so that I can plan my time accordingly

How they could be improved Issue 7 Multiple user types on one need Review your set of needs and user segmentation 36

Problematic user needs Issue 8 Missing ‘so that’ statement 37

Problematic user needs: example As a presentation attendee, I need to know where the venue for the event is

How they could be improved Issue 8 Missing ‘so that’ part There is always a reason why a user has a need 39

Problematic user needs Issue 9 No links to sources 40

Problematic user needs: example As a presenter, I need an adoring audience, so that I can feel the love Source: Discovery research summary

How they could be improved Issue 9 No link to sources Provide details on the needs’ provenance 42

Problematic user needs Issue 10 No supporting information or context 43

How they could be improved Issue 10 No supporting information or context Collate supporting information 45

How they could be improved Issue 10 No supporting information or context Plot needs against the as-is user journey map 46

How they could be improved Issue 10 No supporting information or context Create user insight themes 47

User needs checklist: issues and solutions 1 General requirement, not a user need 2 Pain point, not a user need 3 References to tech, processes, etc. 4 Overly verbose 5 Too specific 6 Too ambiguous 7 Multiple user types on one need 8 Missing ‘so that’ statement 9 No links to sources 10 No supporting information or context Prioritised log of general user requirements Prioritised log of pain points Identify the underlying need and/or pain point Refine verbose needs so they are concise Capture the essential need Refine wording until it is clear Review your set of needs and user segmentation There is always a reason why a user has a need Provide details on the needs’ provenance Collate supporting information Plot needs against the ​as-is user journey map Create user insight themes

Bad User Needs Bingo! AI generated by Copilot Designer

Bad user needs bingo card Too ambiguous Overly verbose References to tech, processes, etc. Missing ‘so that’ statement Multiple user types on one need Pain point, not a user need Too specific General requirement, not a specific user need

User needs bingo! As a scrapyard manager, I need to be certified as scrap metal dealer 51

User needs bingo! As an arable farmer, I need regular updates on my DEFRA applications, so that I can plan my planting schedule 52

User needs bingo! As a guitarist in a live band, I need the PA not to regularly cause feedback, so that I can play the songs as intended 53

User needs bingo! As a traffic warden, I need to know the specific parking restrictions on a road, so that can enforce the parking regulations if required 54

User needs bingo! As an ice cream van driver, I need to know where I am allowed to play my jingles, so that can encourage customers to buy my ice cream 55

User needs bingo! As a call centre adviser, I need our computer systems to be usable, so that I can carry-out my work effectively 56

User needs bingo! As an on-call GP, I need the online booking system to have the data, so that appointments are right 57

User needs bingo! As an impulsive shoe buyer, I need the shoe website to show me relevant recommendations, so that I can quickly make a purchase 58

User needs bingo! As a court clerk, usher, legal adviser or listing officer, I need access to the daily court hearings, so that I can carry-out my tasks 59

User needs bingo! As a sales representative for a pharmaceutical company, I need lots of data and graphs and information that I can share with my healthcare professional customers, so that I can convince them that the drug we’re selling is better, more efficacious and has less side-affects than our competitors in the same market vertical 60

User needs bingo! As an accountant for multiple Limited Companies, I need access to their corporation tax data, so I can manage their tax affairs correctly 61

User needs bingo! As a BBC online journalist, I need to be able to add information about chickens, so that this information is included 62

User needs bingo! As an HGV driver crossing borders, I need the HFNS system to connect with the YMKJ database, so I have the correct data to present to officials 63

Answers AI generated by Copilot Designer

User needs bingo! Missing ‘so that’ statement As a scrapyard manager, I need to be certified as scrap metal dealer 66

User needs bingo! ‘Good’ need As an arable farmer, I need regular updates on my DEFRA applications, so that I can plan my planting schedule 67

User needs bingo! Pain point, not a need As a guitarist in a live band, I need the PA not to regularly cause feedback, so that I can play the songs as intended 68

User needs bingo! ‘Good’ need As a traffic warden, I need to know the specific parking restrictions on a road, so that can enforce the parking regulations if required 69

User needs bingo! ‘Good’ need As an ice cream van driver, I need to know where I am allowed to play my jingles, so that can encourage customers to buy my ice cream 70

User needs bingo! General requirement, not a specific user need As a call centre adviser, I need our computer systems to be usable, so that I can carry-out my work effectively 71

User needs bingo! Too ambiguous As an on-call GP, I need the online booking system to have the data, so that appointments are right 72

User needs bingo! ‘Good’ need As an impulsive shoe buyer, I need the shoe website to show me relevant recommendations, so that I can quickly make a purchase 73

User needs bingo! Multiple user types on one need As a court clerk, usher, legal adviser or listing officer, I need access to the daily court hearings, so that I can carry-out my tasks 74

User needs bingo! Overly verbose As a sales representative for a pharmaceutical company, I need lots of data and graphs and information that I can share with my healthcare professional customers, so that I can convince them that the drug we’re selling is better, more efficacious and has less side-affects than our competitors in the same market vertical 75

User needs bingo! ‘Good’ need As an accountant for multiple Limited Companies, I need access to their corporation tax data, so I can manage their tax affairs correctly 76

User needs bingo! Too specific As a BBC online journalist, I need to be able to add information about chickens, so that this information is included 77

User needs bingo! References to tech, processes, etc. As an HGV driver crossing borders, I need the HFNS system to connect with the YMKJ database, so I have the correct data to present to officials 78

Questions or observations ? AI generated by Copilot Designer