Introduction to pain points

Solving user problems is the ultimate goal of UX design.

But how do you even know if a problem is really a problem? To make sure you're tackling something you can influence, set clear and actionable goals by focusing on user problems. So let's identify those user problems. One thing should be pretty clear by now: UX is all about the user. They always design for the user. But who's the user and what're their problems?

You once again have to use your ability to empathize. You need to do research to get inside the user's head and understand where they're coming from. You also need to anticipate both the needs users know they've and the needs they don't know they've. How can users not know what they need?

If you could reduce everything a UX designer does to a single role, that role would be problem solving, and solving users' problems or pain points is a priority. Pain points are any UX problems that frustrate the user and prevent them from getting what they need.

Common pain points

Financial pain points, these are user issues that have to do with money. If you've e'er gotten lost in an online article only to be rudely interrupted by a paywall, you're familiar with these issues.

Product pain points, these are usually quality issues related to the product.

Process pain points, these are frustrations that prevent the user from getting from Point A to Point B. For example, have you ever shopped online and had trouble finding the item you wanted to checkout? That's a process pain point, and it could mean the company loses a customer.

Support pain points, When users interact with your product, they may have questions. If they can't find answers to their questions, they won't feel supported. Customer support information hidden on a website falls into this category.

I think we've all experienced these types of pain points. We know what it feels like. As a UX designer, you need to know how it feels to your user. You need to be able to empathize with your users. You want to consider all users. Let's remind ourselves of an empathy map. Empathy maps show us what the user is thinking, saying, doing, and feeling. Empathy maps allow us to get into the mindset of the user and thus identify their problems. We really want to get to know our users, and that's why designers create user personas.