On Design: Users Missed This Feature?

When someone reports “users didn’t discover/find this feature,” PMs and designers often get anxious. For example: on the registration page, users didn’t notice the “register with phone number” option. Or, users didn’t see the bookmark or pin functions.

When facing feedback like this, I suggest designers not rush to take the fall. We have to separate things. On one hand, evaluate the design, conduct related research. On the other, which is what I want to talk about today, isn’t it normal for users not to quickly find or use certain features in some specific scenarios?

Take non-core features, for example. Not all users need them. A simple analogy: there are shops in a mall I’ve been going to for years that I’ve never visited.

Moreover, due to differences in age, education level, and lifestyles, people’s ability to respond to electronic products varies. It’s normal for users to hesitate or be slow in finding and using a feature (even core ones). As long as users aren’t stuck in one step, it’s acceptable.

This isn’t to say designers shouldn’t pursue better usability and ease of use. But designers shouldn’t overreact. Otherwise, the psychological pressure from overreacting can gradually mess with your hormones. :)