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How many times I’ve used the expresion “common sense” to explain what I did when I was starting into interaction design and usability. We used to say that what we do was adding common sense to the Internet, to technology and interface design. 

Not anymore.

I’m sure that common sense and “putting into the user shoes” is not enough. You need to know your user, because systems and users have evolved a lot. They have became more complex, more demanding… less naif.

User research, a discipline that seems boring and sometimes weird, is your best allied. Thanks to my colleagues from The Cocktail Analisys I confirm this certainty almost every day.  They helped us to get to know those unknown people for whom we design products.

I know I can put myself into the place of a gadget consumer or a cooking enthusiast, because I’m one of those too, but am I supposed to apply “common sense” and “empathy” with a doctor or a financial analyst? It’s completely impossible, both are so different from me that I wouldn’t know what they need if I don’t research first. 

It’s fascinating to participate in interviews and discussion groups before starting to design. You can discover hundreds of details that woul never be able to anticipate by using just common sense. And thanks to the great work of research specialists, you can have documents that support all the assumptions and decisions of the design phase.  

Today’s users & consumers dominates Internet, knows about social networks, knows how to search and compare products and solutions that satisfy his needs. And too often, knows a lot more than you.

How are you supposed to design for this new user based only on your common sense?