A presentation at Scaling User Research by The Research Thing
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
Patrick Sansom, Senior User Researcher, DEFRA
User needs are a typical output from research, but for various reasons they are often ineffectively written. Having recently reviewed 250+ needs from across 10 projects, Patrick has identified common mistakes with them (which he has also made in the past) and will suggest potential solutions. Oh, and we’ll play a fun game of ‘Bad User Needs Bingo!’ at the end as well.
Patrick is a Senior Strategic User Researcher at DEFRA, and is the Founder of UX Camp Brighton.
for free. You
can too.