Use cases

In the dynamic world of product design, where innovation and user-centricity reign supreme, one concept stands as a guiding star – use cases.

I'm Anais Gracia, a seasoned product designer with over 12 years of experience, and I'm here to shed light on why understanding use cases can be a very powerful tool in the realm of product design.

At the heart of every product's success story lies a deep comprehension of how it will be used, who will use it, and why. This is precisely where use cases come into play. They are the compass that navigates us through the intricate web of user interactions, needs, and expectations.

Throughout my journey as a principal product designer and as the founder of Mapdrop, a pioneering blockchain-based AR hunting platform, I've witnessed firsthand the transformative power of embracing use cases.
They've been the foundation upon which we've built products that not only meet but exceed user expectations, and I'm excited to share this wisdom with you.

Join me on this exploration of use cases, as we uncover what they are, why they matter, and how they can illuminate the path to creating products that resonate with users on a profound level. Let's embark on this journey together, where every use case becomes a piece of the puzzle in designing products that leave a lasting impact.

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What are use cases?

What are Use Cases

Use cases are essentially detailed narratives or scenarios that describe how a user interacts with a product or system to achieve a specific goal or outcome. They are like mini-stories that walk us through the steps a user takes, the actions they perform, and the responses they receive when engaging with a product. These narratives help us gain a deep understanding of the user's perspective and needs.

They can originate from various sources. They may emerge from imagined scenarios crafted during the design process, allowing us to explore the "what if" situations as an exercice of deep empathy with the hypothetical customers / users.
Alternatively, they can be derived from real customer use cases as product owners gather real feedback and feature requests. These reflect actual interactions and experiences with the product.

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The Role of Use Cases in Understanding User Interactions

Imagine you're designing a mobile app for task management. By creating use cases, you can envision how a user adds, organizes, and completes tasks. You can anticipate the various paths a user might take and the potential challenges they could encounter.

Alternatively, consider a scenario where you already have a product with some traction, an established user base, or customers. You've actively collected valuable feedback, which you've meticulously prioritized as feature requests. What becomes paramount in this context is gaining a profound understanding of the underlying goals behind these feature requests.

To achieve this understanding, you can leverage your go-to-market or customer success team. They serve as the bridge connecting you with users and customers, providing invaluable insights, and ultimately help you document a very realistic scenario for a feature to add to your product.

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Examples Illustrating Their Importance

Let's illustrate the importance of use cases with a couple of examples:

Example 1: E-commerce Checkout

Imagine you're designing an e-commerce platform. A use case might detail how a user adds items to their cart, proceeds to checkout, enters shipping information, and completes the purchase. This use case reveals critical touchpoints where the user's experience must be frictionless to encourage them to finalize the purchase.

Example 2: Figma file sharing

Let's explore a use case more in depth

Consider a scenario where you're designing the sharing functionality in a collaborative design tool like Figma, catering to both internal team members and external users. This use case revolves around the importance of making the sharing process seamless and efficient.

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Locating the Share Button: Users need to effortlessly locate the "Share" button within the application's interface. An intuitive placement ensures that sharing becomes an accessible feature for all.

Adding Collaborators: Upon clicking "Share," users should be able to enter email addresses of collaborators and grant them specific permissions. This step ensures that the right people have access to the design files.

Understanding Implications: It's crucial to provide clear information about what sharing entails. Users need to know the consequences of sharing a file, such as who can edit, comment, or view it. This transparency builds trust and confidence in the sharing process.

Viewing Invited Members: Users should have a convenient way to see who has already been invited to access the file. This feature helps in managing collaborators and avoiding duplication.

Copy Link for Bulk Sharing: To streamline the sharing process, consider providing a "Copy Link" feature. Users can generate a shareable link and distribute it to multiple users simultaneously, enhancing efficiency in sharing and collaboration.

This use case demonstrates how intricate the sharing process can be and why thoughtful design is vital. By addressing these elements, you can ensure that users, whether within your team or across organizations, can seamlessly collaborate through your platform.

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Use cases for user journeys

User journeys are the highways that lead to a delightful user experience, and use cases serve as the essential roadmaps to navigate them effectively. In this section, we'll explore how use cases can be the bedrock for mapping these user journeys, providing a structured approach to crafting user-centered designs.

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Foundation for Mapping User Journeys

Imagine a user navigating through your e-commerce app to purchase a product.

The use case for this scenario would outline every step: searching for items, adding to the cart, checkout, and receiving the product.

To begin, it's important to acknowledge that user journey mapping is an exercise in empathy. It calls for product designers to step into the shoes of the user, immersing themselves in a highly realistic use case.

To fully immerse yourself in this exercise, don't hesitate to generate realistic content.

Sequence of Interactions: Use cases provide a chronological sequence of interactions a user goes through. This sequence forms the basis for constructing the user journey, ensuring that you cover each touchpoint.

Identifying Pain Points: Use cases help in pinpointing potential pain points in the user's path. By addressing these issues, you can enhance the overall user experience and boost user satisfaction.

Understanding User Goals: Use cases illuminate the user's goals and motivations at each step. This understanding allows you to align your design with their intentions, making the journey more intuitive and user-centric.

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Enhancing Team Collaboration Through Use Cases

Collaboration is indeed the cornerstone of successful product design, and use cases serve as the catalyst for bringing teams together.

By leveraging these real-world scenarios, we ensure that everyone on the team shares a common vision and is dedicated to achieving it seamlessly.

Hence, it becomes paramount for all teams to remain closely connected to the product roadmap, understanding the origins and reasons behind feature requests.

When it comes to creating designs, a process that often sparks various ideas and potential resistance, maintaining alignment becomes easier when everyone shares a unified vision and a clear understanding of the problems being addressed.

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In the world of product design, use cases are our guiding stars. They help us understand how users interact with products, fostering innovation and user-centricity.

As a seasoned product designer and the founder of Mapdrop, I've witnessed their transformative influence firsthand. Use cases are not just narratives; they empower us to create exceptional user experiences.

In closing, let's continue innovating and designing products that leave a lasting impact.