The more we’re involved in the creation of our product, the less we become aware of how users are experiencing it.

The solution? Empathy.

Here is the brilliant story (shortened version) of how YNAB used empathy to create a better experience for its users.

The Problem

The YNAB method requires a change in thinking. However, the app was designed to try and change the user’s thinking from the initial onboarding experience.

This resulted in confusion.

The confusion led the design team to come up with guides, tutorials, popups to make help flatten the learning curve.

The YNAB team wasn’t satisfied with this experience.

The Solution

They hit pause and began to look through the lens of a first-time YNABer. They let empathy drive their design decisions.

…the app needs to meet new budgeters where they are and gradually guide them towards a change in thinking. It needs to meet their expectations

This journey led to simple but effective solutions like changing the wording in the app. Merely changing a label helped boost the success rate.

My Takeaways:

• Oftentimes, the best user experiences are those where our expectations are not exceeded but simply met.
• Empathy always leads to designing relevant experiences