Root cause analysis

Fixing problems fast is valued at every company I've worked with. With usability, however, it's important to first identify the correct problem to solve. Root cause analysis is one methodology I use to help identify the true source of usability problems.

Root cause analysis can be easy because, basically, you just keep asking Why? until you cannot ask any more. Here is an example:

Our company is not converting enough prospects on our website. Why?
Many users are not completing the signup questionnaire. Why?
Users don't answer all the signup questions because the questions seem too invasive. Why?
They do not understand that we use the answers to customize product features to them. Why?
They do not read the explanatory messaging on the signup page. Why?
The messaging is not in close enough proximity to the questions.

Without root cause analysis, the company may have tried to solve the problem by removing questions and dumbing down product functionality. They might have improved their conversion, but only at the cost of making their product less functional and competitive.

Often, root cause analysis can be simple, but in many cases, there is more than one root cause for a problem. Also, be sure to continue digging into the problem until you are truly at the root cause. Watch out for answers that tell you how to fix a problem now, but not how to prevent them in the future -- a hint that you have not yet found the root cause.  In the example above, perhaps there is a reason why the messaging was not put close to the questions.

Comments

[Basil Vandegriend]

Thanks for the link to my article. I liked how you related root cause analysis to usability - I've never really thought about that relationship before. However, I don't think root cause analysis is easy to do - maybe simple to explain - since it seems so rare that it is done.

[Joshua]

Hi Basil, thanks for your comment. I linked to it because I liked how specific your examples and guidelines are.

Simple to explain is probably a good way to put it, rather than easy. Also inexpensive: in most cases you don't need a budget or special training. You do need to ask tough questions of your peers, which is not always easy.