Visual Tools for Research Participants

Honestly, I gave up on “should be” years ago. I find it much easier to pose the question as “what’s the problem”. Which then can easily be articulated by the design team to “what it should be”.

And I would even go as far as saying you should ignore any respondent’s “should be” answer. It is human nature to want to provide an answer instead of articulating the problem. The problem is I need to get from A to B quicker. I need to get from A to B without taking a break. I need to get from A to C without stopping at B. You need to draw that out of your respondents. Given a choice, they will give you the answer, “I need a faster horse” instead of giving you the problem.