Every thing is complex.
Some things are simple. Some things are complicated. Every single thing in the universe is complex.
Complexity is part of the equation. We don’t get to choose our way out of it.
Here are three complexities you may encounter:
Users are complex.
User is another word for a person. But when we use that word to describe someone else, we’re likely implying that they’re using the thing we’re making. It could be a website, a product or service, a grocery store, a museum exhibit, or anything else people interact with.
When it comes to our use and interpretation of things, people are complex creatures.
We’re full of contradictions. We’re known to exhibit strange behaviors. From how we use mobile phones to how we traverse grocery stores, none of us are exactly the same. We don’t know why we do what we do. We don’t really know why we like what we like, but we do know it when we see it. We’re fickle.
We expect things to be digital, but also, in many cases, physical. We want things to feel auto-magic while retaining a human touch. We want to be safe, but not spied on. We use words at our whim.
Most importantly perhaps, we realize that for the first time ever, we have easy access to other people’s experiences to help us decide if something is worth experiencing at all.
Use worksheets to mine data from people.
Once you have a list of indicators to guide you, think about where the data could come from.
A worksheet can help you capture important details that only exist in people’s heads or personal records.
You can fill out a worksheet in a meeting or distribute copies of it and collect them after people have time to answer your questions. To choose the best way to gather the data, keep these considerations in mind:
- Time: How much are you asking for, and how long might it take?
- Access: How many sources are your respondents using to find answers? Who else might they need to contact?
- Bias: Are they applying their own thoughts and preferences, or delivering data?
If your users or stakeholders need a significant amount of time, access, or thought to answer your questions, let them get back to you instead of trying to get through the worksheet together.
Measurements have rhythm.
Some things are best measured moment to moment. Others are best measured over weeks, months, years, or even decades.
The right rhythm depends on your context and your intent. When you’re choosing a rhythm, think about the ways you collect data, how specific it needs to be, and how complex it is.
Consider these factors:
- Timeframe: Is this measurement most useful after one hour, one day, a season, a year, or an entire decade? What’s a better baseline: yesterday, last month, a year ago, or twenty years ago?
- Access: Is the data readily available? Or does it require help from a particular person or system?