Why you need to use the f-word in design and design research

Design research is often meant to give us empathy and true insights in peoples’ way of thinking and doing. But in practice, the output of design research is not always helpful. It can be too general, too theoretical, too massive and too… boring. It does not kick off that sense of obsession you need to solve the users’ real problems.

But what if we throw in the f-word (or other swearwords)?

Compare how these statements feel:

or

or if you want to capture the family life and issues around food:

The f-word adds some extra energy, right? By using f-words, we add a real sense of how urgent user needs can be. Our design research results feel more serious, in a good way. It is easier to understand what the problem really is, and how hard it may be to the user.

And by using a more powerful language, we can raise our own urge to solve the problems. As a designer, I really want to solve problems that I feel are urgent. Who does not want to help someone that’s desperate? So as a starting point for your design, choose the f-word approach. And if you think about it, this may be the way the real users really express themselves. At least in their heads.

Prioritization by using the f-word

If you are going to prioritize among a number of ideas or user needs, try them one by one using the f-word. It makes it easier to find the user needs that really matters.

Try this:

• Where the f*ck are my bank’s new product offers?

Hmmm… it does not sound real. That can not be a real or urgent issue to the user.

• How the f*ck can my balance be so low?

Oh yes, that sounds real and very relevant! That is a design problem worth solving.

Where you feel the f-word is most natural to say, you have probably found the most important user problem to solve.

Add ”Oh sh*t” to set your design goals

Let’s go on. When it is time to set up goals for your work, you can throw in ”Oh sh*t”.

• Where do my f***ing money go? — Oh sh*t, I didn’t realize that! (= You have done your design well!)
• Where the f*ck do I start? — Oh sh*t, that was easy! (= You have really done a hard job to make it easy for the user!)
• It’s about f***ing time to do this boring crap now. — Oh sh*t, it wasn’t that bad, I have already taken the first steps! (= You have really succeeded in reducing barriers and nudging the user forward!)

By adding ”Oh sh*t”, you can get a clear picture of the goal of your design details. Think of your users saying “Oh sh*t” — with a surprised smile — when they use the solution you are about to design. It will guide your design work towards something the user will really appreciate.

Evaluate your solution by using “Oh sh*t” or the f-word

To know when you are ready (before you test your solution for real), you can think of whether the users would express themselves by ”Oh sh*t”. Would they say oh sh*t, with a smile? Congratulations, you are about to make great design!

You can use the f-word as well: If you think the user would still use the f-word when using your solution, you may have not solved the problem good enough. Or you may have solved the wrong problem.

Takeaways

1. Use the f-word to get a real and energizing sense of the users’ real needs

2. Use the f-word when prioritizing, to find the most important user needs

3. Use ”Oh sh*t” to set up goals for your design

4. Use ”Oh sh*t” or the f-word to evaluate if your solution is good enough to test for real

Disclaimer: This is for use in informal groups and designers only. Don’t tell your stakeholders 😉