Dispelling myths about Usability: Design by committee
A common misconception about Usability and research, is that focus groups are essentially design by committee. Focus groups are commonly used by usability practitioners to understand user needs and requirements of an interface. While they are about obtaining a variety of users’ opinions (potentially conflicting) and feedback we would argue that the feedback is not ‘design by committee’.
Design by committee is a term generally used to describe a process in which the design is compromised by attempting to meet all needs and in effect, meeting none. In a web context, this may mean that in an attempt to appeal to many, the homepage becomes ineffective due to a lack of clarity and/or focus.
While it is possible for the outcomes from focus group research to become design by committee, it is the skill of a trained Usability practitioner that ensures this does not happen. A truly effective focus group asks appropriate questions which aid in understanding users and their underlying needs. Often it is about understanding user behavior, rather than asking direct questions about what people like and dislike. For example, by asking users about the process of buying a new home it was possible for us to identify that maps were of the utmost importance and that people were motivated by attempting to emulate their own childhood neighborhoods.
When run properly, focus groups are an ideal means of eliciting user feedback to ensure that designs do meet both the user and business needs.