If you are reading this, you probably have a good idea about what user experience design is but have you heard of UX theatre? This phenomenon is more common than you might think, and it has the potential to damage user trust and tarnish brand reputation. While it is often done to avoid research costs or to save time, it can end up costing companies significantly more of both.
What is UX theatre?
UX theatre is a term used to describe situations where companies say they focus on the needs of users using their products, but in truth, they include them as a box-ticking exercise and don’t act on the insights or in some cases don’t involve them in the process at all. It’s all about appearing to prioritise UX without making the necessary investment in the depth and breadth of true UX research and design.
What does it look like?
Skipping ahead
A classic example of UX theatre is skipping over the generative phase of research in favour of the evaluative phase. Generative research helps us understand user needs, behaviours, and motivations and is typically conducted at the start of a project to inform design decisions. Evaluative research, on the other hand, assesses the effectiveness of a design or product and is usually carried out later in the design process.
Imagine a company that’s eager to launch a new feature on their app. They want to move quickly, so they decide to jump straight into creating the feature based on assumptions and then plan to conduct usability testing (an evaluative research method) to fine-tune it.
This approach may seem efficient at first glance, but by skipping generative research, the company is overlooking a critical step. Without insights from generative research, they risk designing a feature that may not meet the real needs or habits of their users. As a result, even if the feature performs well in usability tests, it might still fail to resonate with users because it doesn’t address their actual needs.
This is a classic case of UX theatre. It gives the illusion of following a user-centred process after all, they’re conducting usability testing, right? But by skipping generative research, the company is not genuinely focusing on their users’ needs. It’s a shortcut that might save time initially but can lead to ineffective solutions and dissatisfied users in the long run.
Half-baked models
Designers often use models to inform design decisions, they can be powerful tools to find and solve real user needs and pain points. One example of a helpful model is a user persona. They are fictional characters that represent the characteristics of a group of users. Personas are based on data collected from user research and can be used to guide design decisions throughout the design process. However, they can also become props in UX theatre when they are created based on assumptions rather than comprehensive user research, or when they are used to validate design decisions after-the-fact rather than informing those decisions from the start. This can lead to designs that miss the mark for actual users.
Consequences of UX theatre
Failing to take your actual users into account can have real and damaging effects like:
- Wasted resources
- Eroded user trust
- Diminished brand reputation
- Loss of competitive edge
- Reduced user engagement and retention
In essence, while UX theatre might save time or effort in the short term, it can lead to long-term pitfalls. It erodes the very foundations of trust and value, that a successful user experience is built upon.
Avoiding the UX theatre trap
Now, let’s talk about how to prevent falling into the trap of UX theatre.
Emphasis on user research
Regular, comprehensive user research allows you to gain insights into user behaviour, preferences, and needs, ensuring that design decisions are data-driven and user-focused.
Stakeholder buy-in
When stakeholders witness users interacting with their product, they gain firsthand insights into the user’s experience, needs, and pain points. This not only helps ensure buy-in for user-centred design but also highlights the importance of addressing real user needs over mere aesthetics or assumptions.
Adopt a user-centred culture
Avoiding UX theatre is not just about methods and techniques, it’s about organisational culture. The entire company, from top leadership to individual contributors, should prioritise user needs and experiences.
Measure success based on user outcomes
UX shouldn’t be a box-ticking exercise. Instead of focusing solely on project deliverables, measure the success of UX efforts based on improvements in user outcomes and satisfaction.
Continuous testing and iteration
The work of a UX designer is never done. Regular usability testing and iterative design will help ensure your product continues to meet user needs as they evolve over time.
Closing thoughts
UX isn’t just about flashy designs and aesthetic interfaces, it’s about solving real problems for real people. That’s where the true value of UX lies. By avoiding the spectacle of UX theatre, you can create products and services that resonate with users, foster brand loyalty, and ultimately, drive business success.
Need some advice?
Bunnyfoot have always prioritised evidence capture and valid, bespoke study designs to truly understand the nature of user engagement, interactions and behaviours, in a holistic way.
If you would like to talk about how we can support you with gaining a deeper understanding of your audience so you can make evidence-driven design decisions, we’d love to talk!
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