Which is why, when doing the product analysis for this product, I had to ask myself, “Where is the level of impact here?” Sure, there is less friction, but is there more value for all stakeholders across the board? Did we offer value or simply feed into their shiny object syndrome with a new feature, overlooking real goals? Because yes, user research is about getting to leverage more than just an itch, but deep, fundamental needs.
What does a deep, fundamental need look like?...