Which problem?

Solve the right problem

“A great solution to the wrong problem will always fail,” says Nielsen Norman Group’s Sarah Gibbons in her three-minute video on “User Need Statements in Design Thinking.” Nielsen Norman Group consults on website usability. However, much of what Gibbons discusses applies to other written materials, too.

User need statement

Gibbons defines a user need statement as “An actionable problem statement used to summarize who a particular user is, the user’s need, and why the need is important to that user.” Understanding this information will help you write better communications of all kinds. That includes blog posts, articles, white papers, and even emails.

It interested me that she spoke about the need to empathize with the user.

More resources

If you prefer to learn from written materials instead of video, check out Gibbons’ article on “User Need Statements: The ‘Define’ Stage in Design Thinking.”

To learn about my approach to understanding your audience, read my blog post on identifying “What problem does this blog post solve for them?” and my book, Financial Blogging: How to Write Powerful Posts That Attract Clients.

 

The image in the upper left is courtesy of Free photobank torange.biz [CC BY-SA 4.0].

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