When to Ignore The Customers

In 2009, Walmart lost a tremendous amount of money after having launched “an uncluttering project” and asking their customers whether they’d like “Walmart aisles to be less cluttered?”. An obvious “yes” costed the corporation a billion dollars: sure, customers were happy to see clean isles, but the sales quickly went down.

There are good examples when listening to what the customer wants leads to wrong conclusions: take a New Coke or a 1992 Shevy Caprice for example. Sometimes, running focus groups, testing in the usability lab, facilitating interviews may yield misleading results. Sometimes, ignoring what your customers say is the best course of action.

Kristian Mikhel writing in the UX Collective