Discover how observing users closely can reveal profound insights and transform your UX design approach. This simple, resource-free technique can be implemented immediately and is a key tool used by professional UX designers to create impactful designs.
During my time as a Product Support Specialist at Wix, focusing on the Wix Editor, accessibility, and site performance, I developed a deep interest in UX design. My role involved working closely with the product team to address the challenges Wix users faced. This experience sparked my desire to study UX design, leading me to earn a UX qualification from UCD Dublin University through the UX Design Institute,Ireland.
At Wix, I enjoyed the unique perspective of being at the crossroads of support and product development. I was able to see firsthand what users struggled with and contribute insights to improve our product. This experience highlighted the crucial role of UX in solving real-world problems.
One case study that particularly stood out during my UX studies was the Heinz "Easy Squeeze Bottle" case. Here’s what it taught me about UX design:
Case Study: Heinz - Research: Contextual Inquiry: The power of observation
In the 1980s, Heinz observed families using ketchup at the table.
Their key findings were:
Kids as Major Consumers: Children, especially around age 4, used much more ketchup than adults. This wasn't a shock to them as they presumed this would be the case.
Kids did not have control over the ketchup bottles, parents wouldn’t let their kids use the glass bottle: Kids had trouble accessing the glass ketchup bottle due to parental restrictions. Parents typically opened the bottle and served ketchup on the child’s plate, a practice they had not anticipated.
This led Heinz to create the "Easy Squeeze" bottle, which was safer and more accessible for children. The result was a 12% increase in ketchup consumption, demonstrating the impact of solving a real problem.
Key UX Lessons
Focus on Problem-Solving
Effective design solves real user problems. Heinz’s new bottle addressed the needs of both children and parents, enhancing the user experience and boosting sales.
Value of Observational Research
Observing users in their natural environment can reveal insights that surveys and focus groups might miss. Heinz’s approach uncovered a problem that wasn’t apparent through other research methods.
Applying These Insights to Your Business
Understanding and applying UX principles is not only beneficial for web design but is also crucial for any business. By focusing on solving user problems and leveraging observational research, you can create more effective solutions and enhance user satisfaction.
Solve Real Problems: Always seek to understand the real issues your users face and design solutions that address these pain points effectively.
Observe, Don’t Just Ask: Use observational research to gain deeper insights into user behavior and needs, which can lead to more innovative and impactful designs.
Incorporating these UX tips can help you build a better, more user-centered product or service, making your business more successful and competitive.
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