An earlier post talked about the importance of designers understanding the user’s point of view. There is a caveat, however, illustrated in a quote often attributed to Henry Ford: “If I had asked my customers what they wanted, they would have said a faster horse.” While users’ needs are real and important, the truth is that we as users often aren’t able to articulate what we want. Beyond that, we may not know what’s possible, so we don’t know what to ask for. Finally, we may ask for things we think we want, only to find out we really don’t.
I use a web site that includes a custom directory of people I interact with on the site. The directory is a single page listing all names, and until recently, names were listed in the order in which they were added. Over time, my directory has grown to be quite lengthy (over 400 names) and finding a particular individual could be a hassle.
Other users apparently had the same concerns, because on the support forums more than one user requested the ability to sort the directory by the various columns on the page: name, date added, etc.
The site owners acted on the feedback and put new sort functionality in place—only to have users give negative feedback about it! After using it for a short time, I realized why: sorting really wasn’t that helpful for finding people in my list. What I should have asked for was filtering: the ability to type in a name, for example, and have only matches show up. But I didn’t realize that when I gave my initial feedback, and apparently neither did other users nor the site owners.
Jakob Nielsen summed it up well in his ironically-titled Alertbox article on this topic: “First Rule of Usability? Don’t Listen to Users.” His article includes these “basic rules of usability”:
- Watch what people actually do.
- Do not believe what people say they do.
- Definitely don’t believe what people predict they may do in the future.
Following these “rules” gives designers more more accurate feedback so we can meet our users’ actual needs rather than what they say they need, which may not be the case at all.