From word to deed, there's a long way to go: Key differences between what users say and do
“If I had asked people what they wanted, they would have told me horses were faster.” This quote, mistakenly attributed to Henry Ford, has been used to argue that users don't know what they want or need. But is that really the case?
By Valentina Álvarez
Although the supposed Ford quote is false, it is true that design has evolved to actively involve users in the creative process.
The methodology of User-centered design (user-centered design) speaks to the importance of understanding users to design products that work.
When users say one thing and do another
It can be frustrating to listen to users, implement changes based on their suggestions, and then discover that their actions don't match their words. But why does this happen?
There are various reasons why what users say doesn't always reflect what they actually do. Here are 5 that we find particularly relevant:
1. The consultation effect creates a bias in responding
When interviewed or surveyed, users often feel pressure to invent answers to questions they've never considered before. Additionally, they may self-censor or respond with what they believe the interviewer wants to hear.
2. Inductive questions lead to expected answers
Some questions are phrased in such a way that they already contain the answer. For example: “Would you like the pens to have a softer tip so that it's not difficult to draw with them?”. Questions like this can induce biased responses, preventing an objective evaluation.
3. Predictions vs. Reality
People tend to answer with their future aspirations rather than their actual behavior.. In an ideal future, users make no mistakes and face no problems, leading them to give unrealistic answers about how they will act.
4. Memory and selective perception
When users describe their experiences, they are actually narrating what they remember, not what actually happened. Additionally, they can omit details because they consider them obvious or automatic in their process. They also tend to rationalize their behavior and blame themselves for the problems they face, ignoring the impact of other factors or users on the ecosystem.
6. Behavioral Observation
Directly observing users interacting with a product is a critical methodology in design research. Combined with interviews, surveys, and co-creation workshops, it allows us to detect discrepancies between what users say and what they actually do.
The Challenge of User-Centered Design
While users know their own circumstances best, their answers depend on how they are asked.
The key to obtaining useful information lies in formulating appropriate questions and combining different research methods.
User research isn't just about listening to what people say, it's about understanding how they act.
At Gerundio, we apply a comprehensive approach to close this gap and design solutions based on real user behavior.
Are you looking to go beyond what users say to understand how they act? Write to us And let's see how we can help you.
