Unlocking the Essence of Successful UX Design Through Understanding Context

In the realm of UX design, it’s the subtle, often overlooked factors that truly dictate whether you’re mitigating an issue or inadvertently introducing a new one. A piece I recently encountered by UX Researcher Sam Ladner touches on the challenges Microsoft’s Cortana faces in a work environment, citing a lack of context sensitivity: The introduction of Cortana into the office space inadvertently adds to what is termed “boundary work”—the effort to maintain a separation between professional and personal lives. This division, according to recent studies, is not only taxing but can lead to cognitive strain. Cortana’s integration into the office threatens to exacerbate this problem. Furthermore, Cortana’s voice interface presupposes a level of autonomy in the workspace often not afforded to employees—implying they have complete control over their environment. This notion clashes with the reality that most employees coexist in shared spaces, adhering to the subtleties of workplace decorum. Simply put, the notion of vocally commanding an office-side assistant feels awkward to many.

Mundane Quandaries

This reflection on context led me to contemplate various instances in my own life where the intended use of a product was curtailed by surrounding circumstances. Take, for instance, my experience with a restaurant app that promised to let me order ahead and skip the queue. Theoretically appealing, the real-time quandary it presented was far from it—where would I collect my order in a crowded setting? Would it be ready promptly, and how would I go about retrieving it without disrupting the busy staff or irking other patrons? The resultant apprehension about this preemptive ordering process in fact overshadowed the traditional wait in line. Conversely, I later tried a coffee shop app that clearly defined both the pickup time and the specific location for collection, which made for a seamless transaction. The design accounted for the potential tumult of a café environment, thus navigating around it effectively.

Career Conundrums

In the year 2016, I participated in the creation of the new FreshBooks iOS application. We prioritized understanding the mobile usage patterns of our audience—freelancers and small business proprietors. Interviews revealed that mobile was principally used for scheduling, reminders, and fiscal management. However, we were struck by many users’ hesitance to employ mobile technologies in front of their clients. It boiled down to the optics of mobile usage implying distraction. Picture a wedding planner drafting services for a client; does she utilize the mobile app to instantaneously generate and forward a quotation, or does she opt for the classic pen-and-paper method amid a sea of post-its? Our research showed a tendency towards the latter—opting for visible engagement over digital efficiency—to prevent any misinterpretation of one’s focus.

The Impact of Perception

Context wields enormous influence over our actions, and its effect extends to both our self-awareness and the judgment we feel from others, often serving as a driving force behind our behavior, particularly when battling negative impressions. Whether it was my reluctance to appear overzealous when ordering food or the small business owners’ concern over seeming neglectful to their clients, the propensity was towards avoiding unfavorable perception. And with regards to utilitarian tools like Cortana, the apprehension of appearing uncooperative or dismissive may lead many to forgo its use.

Our Role and Response

Navigating context within design is no simple task. It is fluid, shifting with each individual’s unique set of worries and inhibitions. It’s insufficient to conjecture about these hidden factors from the confines of an office. As designers, immersing ourselves in our users’ contexts—through proactive observation and by appreciating their day-to-day preferences for diverse solutions—is essential. This skill set can be daunting to develop, but is undeniably rewarding. For when you return from your inaugural field study, rejuvenated and enlightened, you’ll be convinced of the value of your efforts. After all, whether it’s about dining, client interactions, or the use of virtual assistants, the paramount importance of context is unquestionable. Eager to traverse beyond your usual confines? Here are some useful tools to aid your journey: Practical Ethnography by Sam Ladner, Interviewing Users by Steve Portigal.