Video: Why "Build it and they will come" doesn't always work

Watch Victoria dismiss the Field of Dreams’ “build it and they will come” fallacy when it comes to building great UX, or read her comments below.

I find that the way products are traditionally made is "build it and they will come" approach. So, a few people in IT sit in a corner by themselves, make a product. Then they get a manual 200 pages long, give it to the user and say, "Use it for the next 10 years." And that takes an effect. So, if, if somebody feels like something is forced upon them, they are less likely to use it. They're not sure how it integrates with the process, and it might be flat-out wrong. It might actually incl ... increase the burden on their wellbeing.

Using the process where the user is in the beginning, and getting that journey, and seeing how this product can improve them. And doing that from the beginning, so the user feels like they're involved in the process. They feel like they're contributing to it. So that when it comes out on the other side, they're not only love using the product, they're an advocate for it.