We were interested to learn more about the balance between what a designer wants from their product and what consumers look for. We asked Professor Johnson about what can help designers maintain a more grounded, user-friendly perspective.
"Ultimately, good UX is an act of empathy. You have to filter your creative vision for the product through the lens of the consumer’s needs, unique preferences, and tendencies. This means creating a balance between your own aspirations for the product (e.g. what you think it could be), and how it will intuitively seem to the end user (how the user will actually be used)," he explained to Bored Panda.
"Practically speaking, by inviting the consumer into the design process and getting feedback along the product development journey, the end result is much more likely to strike this balance." However, if there's only poor communication, you might end up with a disconnect between the two. Something that Piterskii-Punk-Wall accurately showed in their comic right over here.
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Johnson, the host of the 'Neuroscience Of' blog, told Bored Panda that the best and most beloved products integrate both perspectives: that of the designer, as well as of the consumer.
"If the balance is tilted too far in the direction of the creator’s vision, as opposed to the user’s intuition and needs, it comes off too much as a standalone work of art, and not as a functional product," he said.
"This feels immediately obvious to the consumer: it's something that reflects an idea from a specific individual, but lacks the necessary translation to the broader world. In a word, it feels too much like ‘art,’" the professor told Bored Panda. He noted that this is perfectly fine and valuable in its own context. However, when it comes to the world of consumer products, there's a necessity for this additional layer of consumer empathy.
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As we see it, there are two main issues at play here when we’re talking about designy designs, aka over-designed products. Both explain, at least in part, why some creative professionals go completely overboard.
The first is a question of theory vs. practice and how even the best-laid plans don’t necessarily translate into reality. The second is about the relationship between the designer and their (real or imagined) audience—aka the end-users and consumers.
You might have an utterly amazing idea for a product or piece of furniture in your mind. Maybe you’ve even sketched it out! But even though the concept looks amazing on paper, it might not be the best fit for consumers. Something that any creator would be terrified to learn only after launching the idea into the market.
Maybe what you’ve come up with is more akin to art and is radically impractical to use every single day. Or the item is incredibly complex and unintuitive to the average shopper on the highstreet: something that you might not realize because you’ve spent so long on the design, you know it like the back of your hand. It’s a case of design short-sightedness where the professional can’t see the forest for the trees.
Meanwhile, the professional in charge of designing the product might be completely disconnected from their intended consumers. This might happen due to a lack of information on buying trends or because of less-than-stellar communication between them and their customers. That means that the designer is essentially stuck inside a bubble with only their own ideas to consider, with very little (if any!) outside feedback.
However, another possible explanation for this disconnect between designers and consumers can be attributed to a more human factor. Namely, arrogance. It’s perfectly fine, even praiseworthy, that you’re confident about your work and that you feel pride in what you’ve achieved. Unfortunately, this can sometimes overshadow the end goal of what’s being sold, namely, that people want to buy and use what you’re offering.
Perhaps the creator feels like they have far better taste than the would-be buyers. So they want to ‘enlighten the masses’ (or something equally as pompous). Here’s the thing, though. Even if it’s a well-intentioned idea to want to educate people about good taste, there are different ways to go about it.
To put it mildly, it’s not the best idea to go about bragging to everyone how much more educated and intelligent you are while poking fun at them for being tasteless. However, when you come from a place of humility and a genuine desire to help, others are more open to what you have to say.
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At the same time, no matter how successful and well-received a designer’s work might have been in the past, it doesn’t guarantee that their next idea will be good. Multi-functional furniture might not have the mass appeal that they hope it will, meaning it’ll remain a niche product for very niche buyers.
Similarly, even if your lovingly-crafted set of cutlery is pleasant to look at, it might be utterly atrocious to eat with, so you’re left with a decorative piece that very few people actually like.
