The article highlights the challenge of designing for problem-unaware audiences, where users may be resistant to new designs and prefer existing methods, even if they are inefficient. Citing Eugene Schwartz's stages of customer awareness, it explains that many users don't recognize their problems or avenues for solutions. Addressing this issue not only improves user experience but can also help organizations overcome significant challenges by fostering understanding and alignment between users and new offerings.
"You may have heard similar things when talking with users. Users who complete tasks in seemingly broken and complicated ways. They're often, for some strange reason, resistant to change."
"If that's the case, you're facing the challenge of designing for problem-unaware audiences."
"The good news is that if you can address these issues, you can tackle some of your organization's biggest challenges."
"Problem unawareness is a concept from Eugene Schwartz's 'Breakthrough Advertising' book. Schwartz outlined five stages of customer awareness."
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