Stowing groceries in my car the other day, I am somewhat puzzled to find the sole of a very large sneaker lying in the trunk. I say that this is only mildly surprising because it’s not unusual for footwear in my house to be deliberately dismembered, discarded and then darned with shoo goo, duct tape or some other creative fix. My kids seem to burn through shoes at an alarming rate, wearing out the soles before ever blowing out the toes, in spite of the fact that their feet continue to grow.
They put some serious miles on their footwear, and over the past several years as these boys race through the tumultuous times of teenagers, I’m finding it pays to work really hard to understand where exactly their feet take them on the road of life. While I cannot prevent my boys from making the inevitable questionable choices, I can bring a little peace to my own mind when I can glean what’s inside their minds. It doesn’t change the fact that I feel ridiculously powerless in my ability to influence them in the moment, but what it does do is help me to better coach them for the long haul.
As I dive deeper into my latest project at work, I’m becoming cleaved to the undeniable fact that, like my parenting, the success of my product design hinges on only one thing: My ability to engage my user. It doesn’t matter how great my offering is if my target audience does not have a compelling reason to embrace what I put out there. In a recent Fast Company post, the answer to solving the user experience problem resonates when it’s presented to me in my native language: "To become a better writer, one needs to become an advocate for the reader." It goes beyond just understanding what my clients, team or children need, it’s about walking a mile in their shoes, seeing the situation from their vantage point, being keenly attuned to how they naturally interface with the experience and then fighting tooth and nail to make sure that’s precisely what gets into the product or service I’m providing. It’s not about what I think they need or what I would like to see, it’s about tailoring what I have to offer to support their needs in a manner so appealing and utterly irresistible they are left with no choice but to follow my lead.
When I talk with my children I often do so with the understanding that what they covet more than anything is freedom. I’m able to paint a stunning picture of what this looks and feels like through the eyes of a teenager, still imparting the fact that while it may say otherwise in the Constitution, teenagers are exempt from this unalienable right. When we work in a currency so meaningful and precious to them, it’s easy to quickly get clear on exactly what’s required to access this commodity. To become a better parent, one needs to become an advocate for the child.
As design progresses on my project at work, I keep asking myself who will approve our final concept, the one we decide to implement? While the obvious answer is a committee within my company, I’m certain this cannot go to market without input from the population we are attempting to please. The opinion of those who will interact with this product is really the only one that matters. Our product will be better if I fight to get the voices of my client heard.
When we consider ourselves to be authorities in our field, whether it’s our area of expertise at the office, parenting our children, or sometimes nothing more than bestowing the wisdom that comes with having walked the path before, it’s tempting to put our knowledge at the forefront. But the real key is to put yourself in your user’s shoes, listen for what's needed and become a tireless champion. You’ll win every time, I guarantee.
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