Back in the late 17th century Dutch explorers of Australia encountered a striking bird – a black swan. That bird refuted the European knowledge that all swans were white. It challenged the long-held concept of the swan as a symbol of purity and grace. It also forced a reconsideration of the assumptions about the natural world. The black swan became a metaphor for unexpected events that can radically change our lives and understanding of the world. It now serves as a reminder that even the most established beliefs can be overturned by new evidence.
According to Nasim Taleb, a Black Swan is an unexpected event that has a severe impact and that becomes explainable only after it occurs. Black Swan events can disrupt and bankrupt business via financial losses, reputational damage, regulatory changes, and, surely, other means.
This talk will argue that UX research has a role in mitigating the impact of Black Swans. Through research, we gather insights into users’ goals, activities, needs, behaviors, pain points, and changing expectations. The insights gained from UX research also often extend beyond specific users and reveal connections with and between societal, economic, and behavioral processes. Thus, by ‘illuminating’ the unknown, we embrace entropy and increase our resilience to randomness.
In other words, conducting UX research is a strategy in itself, and the results of research are a strategy for products. With a proactive approach to UX research, we improve our ability to withstand Black Swans and can prolong the viability of our companies, products, and services.
If you are a researcher, this talk will make you proud of what you do. If you are a designer or other practitioner, this talk will try to convince you that UX research is your best friend.
