How to discover what your users really care about

This is a great blog post on Information Architecture

A Founder's Notebook

In this brief video tutorial, Joe Natoli recommends a simple process for product managers:

  • Get the internal stakeholders to list the categories of information they think users of the product care about, in order of importance.
  • Then, ask users what categories of information they care about. Don’t anchor them with the categories you’ve come up with — ask open ended questions.
  • Present the results in a three-column table: Column 1: information category. Column 2: how we thought users ranked it. Column 3: how users actually ranked it.
  • Benefits: “It shines a light on the fact that what the people in the room think is important and what users or customers think is important are often not the same thing. It forces everyone in the room to step outside their preconceptions and inherent biases and put themselves in the shoes of users and customers. And it’s the quickest way I know to develop a clear, simple model for…

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