Understanding Be Your Customer method
In traditional role-play, researchers first observe users and then simulate scenarios based on defined personas. In this method, prior observation is not always required. Instead, the researcher performs tasks that a customer would typically undertake, noting differences, challenges, and opportunities for improvement.
In UX, this could involve completing a signup or payment flow to identify friction points and positive experiences. It helps assess whether the proposed journey delivers meaningful value and aligns with expectations in design user research.
This approach can also be applied beyond digital products to service models and physical experiences. It is particularly useful for comparing product ideas, evaluating value propositions, and understanding the number of steps or interactions required to complete a transaction.
By simulating customer behaviour repeatedly, researchers can identify patterns and improvement areas. It is less time-consuming than traditional role-play and can be complemented with surveys or interviews to validate insights.
Advantages of Be Your Customer
1. Human-centred
Encourages designers to think from the customer’s perspective, making it a customer-first approach.
2. Reflection
3. Empathy
Experiencing the product as a customer builds deeper empathy and reveals overlooked issues.
4. Wide applicability
Can be applied to both digital and non-digital experiences, including complete transaction journeys.
Challenges of Be Your Customer
1. Requires experience
An experienced researcher is needed to effectively simulate customer behaviour and identify insights.
2. Researcher bias
If the designer evaluates their own product, prior knowledge may limit objectivity and reduce new insights.