“It’s Not About You.”
You are Not the User
INTRODUCTION
"Users are not designers, and designers are not users." This fundamental principle is encapsulated in the powerful mantra of UX design— "It's not about you" or, more aptly said by Jakob Nielsen, "You are not the user." In a world where personal preferences and aesthetics might seem paramount, this slogan serves as a proverbial reminder that the ultimate focus should be on the user's experience, not the designer's taste or familiarity with the design.
A CASE STUDY
I recently completed a UX/UI project and web launch for StrongerLife, a fitness program for those aged 55 and above. The owners, both younger than their target audience, are highly trained Doctors of Physical Therapy with expertise in active aging and geriatrics. Dustin Jones, a co-founder, humbly sought outside help to redesign the company website. As we started this project, Dustin said, "I am not the user. My likes and dislikes aesthetically are not what is important. How can I most effectively communicate with our user?"
USERS CANNOT ENVISION WHAT THEY WANT
The first part of the equation, "Users are not designers," challenges the notion that great design can be derived by asking users what they want. Individuals, by nature, may not be able to envision the full potential of technology.
DESIGNERS CANNOT ASSUME THE USER EXPERIENCE
The second part, "Designers are not users," reinforces the idea that even designers, with their intimate knowledge of the product, cannot accurately judge the ease or difficulty of interactions for real users.
THE SOLUTION
User Testing, awareness, and humility are key to good UX. To truly grasp the user's perspective, observational user testing becomes crucial. The act of placing oneself in the user's shoes and testing assumptions through real-world scenarios provides invaluable insights.
With the StrongerLife website, I tested users three times. The first round was with the current website, and I tested Members and Non-Members. I also attended a class and hung out before and after the class. With qualitative data alongside quantitative insights, I designed the prototype on Figma.
The second round of testing occurred, and the iterative process continued. This project and design additionally was centered around best practices in generational design and training.
SIDEBAR
In my teenage years, my mom frequently reminded me to "quit being so selfish." It took years for her point to sink in, but how true it is! Her truth was a call to be others-focused. This is precisely what UX Designers bring to the table. Empathy with user experience is a real desire to understand the user and create designs that authentically resonate.
CONCLUSION
Website approved, developed on SquareSpace, and launched. During the final testing, it was truly rewarding to observe users' expressions of excitement, energy, and curiosity from the website, which was a direct contrast to the frustration and confusion from the original.
"You are not the user" is not just a slogan; it's a guiding principle. It's a call for humility, for really us all to set aside and recognize personal biases, preferences, and assumptions. With this others focus, we might even become “illuminators” as David Brooks says in his book “How to Know a Person.”
Resources
Watch User Advocate and principal of the Nielsen Norman Group Jakob Nielsen's informative "You ≠ User (UX Slogan #1).” My favorite quote resonated as I designed and developed the StrongerLife Website. "If you are looking to find something on a website and you placed it yourself in the location you think is the proper spot in the information architecture, then of course you'll go straight to the correct menu item when you want it. Easy! Yes, easy for you." We would conclude the project with another round of testing of the live site."
Book recommendation: David Brooks, How to Know a Person: The Art of Seeing Others Deeply and Being Deeply Seen.
Learn more about StrongerLife.