Why User Interviews May Not Be the Holy Grail of Content DesignWhy User Interviews May Not Be the Holy Grail of Content Design
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Precious's avatar
Precious Okoro
pro
• 1d
Unpopular opinion: user interviews are overrated as a content design input.
Not useless. Overrated.
Here's what I've seen again and again in 5+ years. You interview users, they tell you what they want, you write copy that reflects exactly that. Human-centered. Research-backed. The whole thing.
Then the product ships.
And users use it for something nobody predicted. A budgeting app becomes a place people track their situationships. A productivity tool becomes a journaling habit. A food delivery app becomes how someone measures how bad their week was.
Users don't lie in interviews. They just don't know yet.
They can't tell you how they'll actually behave until they're inside the product, at 11 pm, doing something that makes complete sense to them and zero sense to the brief.
The copy that serves that moment isn't written from what users said they wanted. It's written from watching what they actually do.
That's the part of this job that doesn't fit neatly into a process deck.
#ContentDesign #UXWriting #UserResearch #ProductThinking
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