The Danger of Future-Based Questions in UXR
Introduction: The Complexity of Peering Into the Future
In the world of user research, understanding the pulse of users is indispensable, a vibe check! It provides the compass we need for making decisions that matter, decisions that resonate. But there's a snag that many of us in the profession face, and that’s the tantalising allure of future-oriented questions.
The Double-Edged Sword of 'What-If' Queries
So imagine, you're in a one-to-one moderated interview with a user. With the aim to unearth insights that will guide your design journey. It's almost irresistible to ask, "How do you see yourself using this feature in coming months?" or "Any particular improvements you'd wish for?" The intention is noble, of course. We want to build not just for today but also for tomorrow.
While our intentions are good, the reality is that asking about or trying to peer into the future is super complex. The future is a moving target. And something people have been trying to predict for the future - anyone remember Mystic Meg who used to be on just before the Lottery draw?!
1. The Changing Landscape:
The business and tech environments are akin to shifting sands. Users' needs today could become obsolete tomorrow due to any number of unforeseen changes. (mini-discs, I am rather showing my age now!)
2. The Limitation of Current Perspectives:
Our users aren't fortune tellers. Their answers are rooted in their current experiences, and they're not likely to have considered all possible future variables. The mind boggles.
3. The Bias Trap:
Sometimes users offer the answers they think we want, especially when the topics touch upon socially or ethically charged issues, like environmental sustainability. This can skew our data.
4. A Mismatch Between Aspiration and Possibility:
It can be the case what users wish for may not align with what's technically doable or practically sensible. Yes, I would like a AI to cook my supper and fold the washing, but that not possible now.
The Reality Check: Best Intentions Versus Actual Behaviour
We've all been there. The earnest New Year’s resolutions that fall by the wayside are a perfect illustration. Similarly, when users claim they will heavily utilise a feature in future, we must factor in the chasm that often exists between intent and subsequent action.
Some Pertinent Examples:
Adopting Features: While keen initially, users may not actually engage with a feature regularly, owing to hectic lives or shifting priorities.
Consuming Information: Despite intentions to read more online, the sheer convenience of social media may continue to dominate.
Commitment to Apps: Although motivated at first, users might drift to other apps or face hurdles that deter ongoing engagement.
Financial Planning: Changes in economic conditions or financial goals can dramatically affect users' commitment to a budgeting tool.
Focusing on the Present: A More Reliable Strategy
A more pragmatic approach is to anchor our research in the present moment. This includes:
Deep-diving into current user activities and challenges.
Creating flexible, adaptable products that can evolve with changing user needs.
Fostering ongoing dialogues with users for continuous validation and adaptation.
The 'Magic Wand' Question: An Evergreen Tool
One query that continually proves its worth is: “If you had a magic wand, what changes would you make?” This opens the door to users’ wildest dreams and deepest needs. It’s a question that injects a creative energy into our research process.
Summing Up
While the future will always be a tantalising area to probe, it’s essential to be cognisant of its inherent volatility. By concentrating on the present, we can craft experiences that not only resonate today but also are built to adapt and endure.
Key Learnings
Future prediction is fraught with unpredictability; it’s best to acknowledge this.
Well-meant predictions often diverge from actual behaviours due to unforeseen variables.
For robust and actionable insights, anchor your queries in users’ current behaviours and needs.
Thoughtful Questions for Your Upcoming User Interviews
What immediate challenges do you encounter in [specific activity]?
Could you recount a recent experience where [particular feature] posed difficulties?
What goals you’re aiming to achieve where our product might assist?
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