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- Praesent pellentesque vulputate nibh malesuada gravida
- Curabitur ut consequat felis, nec iaculis justo
- Vestibulum sem lacus, gravida at sagittis vestibulum, eleifend vel est
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- Abitur ut consequat felis, nec iaculis justo. Vestibulum sem lacus
Have you ever been on the end of a long string of feature requests, either from users or management? These feature requests are usually very specific in how you are supposed to implement it. So much so that you, as a UX Designer or Product Owner, you sometimes feel like a tool. Well, there is a very simple way to change that. All it is going to take is for you to ask one simple question, and that question is: “What are you trying to achieve?”
“What makes this question so special?”, you may ask. Let me explain. This question does three things.
![By RyAwesome / Ryan Clare from Vancouver, Canada. [CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons](http://www.thecatalyst.co.za/wp-content/uploads/2018/03/ux-and-curling-520x281.jpg)
“The best interface, is no interface.” These were the pearls of wisdom offered by Alan Cooper back in 2012. Fast-forward six years, and here we are with ecommerce: forced registrations, whimsical delivery times, late/cancelled deliveries, basket analogies, wishlists, broken mobile-web journeys & impersonal recommendations.
If “Customer is King” and we follow User-Centered Design (or any of the other variants of UX), why is it that businesses, marketing and even sometimes UX put obstacles in the way of users reaching their goals?