Developing empathy is crucial for building product sense. Here are some effective ways to build empathy by observing and interacting with users:
1. Observing User Interactions
- Watch How Users Interact with Products: Regularly observe users as they interact with products, whether your own or competitors’. Pay close attention to their facial expressions and reactions, noting any hints of nervousness, confusion, happiness, or delight. These observations can provide valuable insights into how users truly feel about the product.
- Measure Reactions and Emotions: Track user reactions, including where they tap next, their body language, and their facial expressions. Understanding these subtle cues can help you gauge their comfort level and overall experience with the product.
- Ask Open-Ended Questions: Follow up observations with open-ended questions to gain deeper insights. Questions like, “How would you describe the purpose of this product?” can reveal if users understand the product’s purpose and if your communication is effective.
Key Questions to Ask Users
- Purpose of the Product: Ask users, “How would you describe the purpose of this product?” This question helps identify if users grasp the product’s intent and if the messaging is clear. It also provides insights into the language users naturally use, which can be incorporated into your product communication strategy.
- Next Steps: Once users are on a screen or in a flow, ask, “What is the next step you want to take?” This question helps understand if the navigation is intuitive and if users can easily discover the intended features. It also highlights potential areas for improving the user journey and call-to-action effectiveness.
- User Feelings and Thoughts: Regularly ask users, “What are you thinking?” or “How does this screen make you feel?” Since users often don’t self-reflect on their feelings while using a product, explicitly asking these questions can uncover important insights about their emotional responses and overall satisfaction.
Importance of Microfunnels
Understanding user actions within micro funnels—small, specific flows within the product—can significantly impact overall retention and usability. Observing how users navigate these micro funnels and asking targeted questions can help refine the product’s navigation and improve user engagement.
2. Deconstruct Everyday Products
Empathy in product design can be significantly enhanced by deconstructing everyday products. This process involves analyzing how you and others interact with a wide range of products, from everyday items like water bottles and chairs to software applications and websites. Here’s how you can cultivate empathy through product deconstruction:
- Compare and Contrast Similar Products
A great way to understand product nuances is by comparing similar products within the same category. This can reveal differences in functionality, design, and user experience.
Example: Compare cameras from two brands to see how features, aesthetics, and usability differ. In the software realm, compare communication tools like Microsoft Teams and Slack to understand their unique approaches. Teams might feel more professional, while Slack could have a more vibrant and casual interface.
- Analyze Everyday Products
Don’t limit your analysis to software. Everyday items like plates, remotes, and chairs can offer valuable insights.
Example: Compare plates from two different brands to see how they differentiate through branding, design, and functionality. Understanding these differences helps identify what makes a product stand out versus blending into a commodity market.
- Observe Self-Talk and Emotions
When using new products, pay attention to your own reactions. Note moments of frustration and delight to better understand user experiences.
Example: Using Google Photos, you might notice the app creates collages or videos from your photos. This feature, although not perfect, can be delightful as it shows the product’s effort to enhance your experience. Note these reactions to replicate positive user experiences in your own products.
- Regular Deconstruction Practice
Make it a habit to deconstruct products regularly. This practice helps you gain deeper insights into user motivations and preferences.
Example: Set aside time weekly or monthly to analyze different products. Write down your thoughts and feelings about their design and functionality. Compare competitive products to see how each one communicates its value and uses color, branding, and user interface design.
- Use Case Studies and Collaborate
Leverage existing case studies and collaborate with peers to deepen your understanding. Join communities or take courses focused on product management to enhance your skills.
Example: Participate in product tear-down sessions with fellow aspiring product managers. Discuss and analyze products like Slack versus Teams or Google Search versus Bing. Understand the strategic decisions behind design choices, branding, and user interactions.
Five Key Tenets for Developing Empathy in Product Design
Empathy is crucial for designing products that truly resonate with users. Here are five essential principles to keep in mind:
- Assume Users Are Time-Crunched and Distracted
Always design with the assumption that users are in a hurry and distracted. Unlike product developers, users are juggling multiple tasks and distractions. Whether they are watching TV, listening to music, traveling, or working, they are not fully focused on your product. Therefore, clarity and simplicity are paramount.
Actionable Tip: Make primary actions and call-to-actions (CTAs) highly visible and intuitive. Avoid relying on detailed labels or verbose instructions as users likely won’t have time to read them.
- Eliminate Confusion and Nervousness
Confusion and nervousness are the primary reasons users abandon product flows. Even simple tasks like entering a phone number can cause drop-offs if users feel unsure or uneasy.
Actionable Tip: Ensure every step in the user flow is clear and unambiguous. Guide users with obvious next steps and avoid presenting multiple options that could lead to decision paralysis.
- Avoid Overwhelming Users with Information
Too much information can overwhelm users, causing them to leave your product. It’s better to communicate one key message at a time rather than bombarding users with multiple features and capabilities.
Actionable Tip: Focus on the most critical information and functionalities. Run experiments to find the optimal amount of information that keeps users engaged without overwhelming them.
- Context Influences Decisions
User decisions are heavily influenced by the immediate context. What users see and feel at the moment of decision-making can significantly impact their choices.
Actionable Tip: Use contextual cues like comparisons, social proof, and clear benefits to influence decisions. For example, highlighting the positive outcomes of using your product versus not using it can effectively sway user choices.
- Clearly Communicate Your Product’s Goal
From the app store listing to the home screen, ensure your product’s goal is always clearly communicated. Users should immediately understand what job your product is meant to accomplish for them.
Actionable Tip: Regularly run experiments with your onboarding process and other key user interactions to ensure your product’s value proposition is clear and compelling.
