As product designers, we've all been there. A stakeholder approaches us with a "great idea" for a new feature or change to the product. They're convinced it's what the users need, and they're willing to do whatever it takes to make it happen. But as we dig deeper, we realize that the stakeholder's idea is based on assumptions, not user research. The feature may not even solve a real problem for the user.
The Difference Between Stakeholder Wants and User Needs
Stakeholder wants are often driven by personal agendas, biases, or a lack of understanding of the user's needs. They may be based on anecdotal evidence or a single user's feedback, rather than rigorous research and testing. On the other hand, user needs are the real problems or pain points that users face when interacting with a product. They are uncovered through empathy, research, and a deep understanding of the user's context and behavior.
The Consequences of Following Orders
When we prioritize stakeholder wants over user needs, we risk creating products that are not user-centered. This can lead to a range of negative consequences, including:
Feature Creep: Adding features that don't provide value to users, making the product more complex and difficult to use.
Complexity: Over-engineering products that are difficult to use, leading to user frustration and abandonment.
Misalignment: Creating products that don't meet user needs, resulting in low adoption and engagement.
Why It Happens
So why do we prioritize stakeholder wants over user needs? There are several reasons:
Pressure from Stakeholders: Stakeholders may apply pressure to deliver specific features or meet arbitrary deadlines, even if it means sacrificing user needs.
Lack of User Research: Without rigorous user research and testing, we may not have the data to challenge stakeholder assumptions.
Fear of Saying No: We may be afraid to say no to stakeholders or challenge their requests, even if we know it's not in the best interest of the user.
Breaking the Cycle
So how can we break the cycle of prioritizing stakeholder wants over user needs? Here are a few strategies:
Prioritize User Research: Conduct rigorous user research and testing to uncover real user needs.
Communicate User Needs: Educate stakeholders on the importance of user-centered design and communicate user needs clearly.
Empower Product Teams: Give product teams the autonomy to make decisions based on user needs, rather than stakeholder wants.
