From Field to Function: The Role of Subject Matter Experts in Product Design

In my article "Nailing the UX - Why Nothing Else Matters!", I mentioned I'd be circling back to discuss the role of subject matter experts (SMEs) in product design. It doesn't matter if you're designing socks or software, the end user experience should always be the driving force behind innovative design. Ultimately, the success of any product, whether it's software, hardware, or a service, depends on how well it serves the needs of those who use it. The best of products can fall flat if it doesn't address the real-world needs of its users. This is where subject matter experts come in.

SMEs offer invaluable insights that help design systems not just for functionality, but for real-world usability. Many developers (we'll roll with software here) are exceptional at writing code, building interfaces, and deploying systems, but sometimes lack the direct experience with how the product will be used in the field. The disconnect between the theoretical development process and the practical application of the software can result in products that, while technically very impressive, fail to solve key problems for users.

Hope is not lost, this is where we get to use our SMEs to fill in the gaps. Their deep understanding of the context in which the software will be used ensures that the product is not only functional but also practical for the end users. The latter, in my humble opinion, being the most important of the two. Or, at least number one in order of operations.

The Human Element

SMEs bring something to the table that is often overlooked in the technical design process - the human element. They understand how real people will interact with the system, how they make decisions, what frustrations they may face, and how their workflows can be streamlined. This human-centric approach is critical to creating software (or any product) that is intuitive, easy to use, and frankly just makes sense.

Let's say we're developing a system designed for energy auditors in the field. Without input from a subject matter expert familiar with the process of energy assessments, developers may design products with too many inputs or doesn't align with the workflow of the user. A SME can point out challenges early in the design process, helping ensure the final product is adaptable and efficient.

Anticipating and Addressing Challenges

Another significant benefit of involving SMEs in the design process is their ability to anticipate challenges before they arise. Their real-world experience helps identify potential issues that may not be evident in a development environment. This allows teams to address problems early, reducing the need for costly redesigns or post-launch fixes. We could relate this to other work like construction where a SME (HERS Rater, Skilled Tradesperson, Project Manager) could save significant time and money when given a seat at the design table.

We also need to consider adaptability. As industries evolve and user behaviors/needs change, innovative design needs to keep pace. End-user experience provides important insights into how those changes are manifesting in real time. By listening to users and understanding their evolving expectations, organizations can stay agile and adapt their designs to meet future needs, ensuring they remain relevant in fast-changing markets.

Adoption and Engagement

A product designed with the input of subject matter experts is much more likely to be embraced by its intended users. When users feel that a tool has been created with their needs in mind, they are more likely to engage with it fully and incorporate it into their daily workflow. This is especially true when SMEs are involved in the training and onboarding processes, helping to bridge the gap between technical documentation and practical application.

Moreover, users who feel heard during the design phase are more likely to become advocates for the product, leading to higher rates of adoption whether within a team or across an industry. When a product is designed with the user in mind, it doesn't just solve problems, it can also create a positive emotional connection. A product that enhances the user's life or work in unexpected and thoughtful ways fosters loyalty. People remember and return to products (and companies) that make their lives easier and more enjoyable. This loyalty drives brand recognition and long-term success for the company.

The Power of Practical Knowledge

The involvement of subject matter experts in software (and other product) design is not a luxury, it's a necessity. Their ability to translate field knowledge into actionable design ensures that products are not only technically sound but also practical and user-friendly. The best software/product is created when technical skill is paired with real-world (boots on the ground) expertise, resulting in a product that truly meets the needs of its users.

When we design with the human experience in mind, we create tools that not only function but also empower people to perform their jobs more effectively. In my opinion, this is the true value of the subject matter expert.

Empathetic Design

Ultimately, design innovation is about empathy - understanding users at a deep level, anticipating their challenges, and responding with thoughtful and creative solutions. When the end-user experience drives the design process, innovation becomes more meaningful and impactful. It's not just about creating new features or products for the sake of it; it's about solving real problems, improving usability, and fostering emotional connections. By focusing on the user, companies create products that are truly valuable and lasting.

Subject matter experts can help with empathetic design by sharing their expertise and insights, and by being engaged as part of the design (and support) team. They have a deep understanding of the user's needs, expectations, and pain points. Keeping in mind that what we're ultimately offering our clients is less about the product and more about their experience using it.

A Note of Gratitude

I have the privilege of working with a team of subject matter experts who bring a diverse range of knowledge and experience from various fields. Our collaboration allows me to not only insert my knowledge and expertise into a project, it allows me to draw on their insights, broadening my own understanding and expertise. By exchanging ideas, learning from each other's perspectives, and applying real-world experiences, I continue to grow as a more well-rounded SME, enhancing my ability to contribute effectively to our collective goals.

#PSD #SME #SubjectMatterExpert #ProductDesign #Software #EmpatheticDesign