Pain Point
What is it? A problem that could be a challenge, hiccup, inconvenience, annoyance, barrier or other issue, occasional or persistent, however big or small, that customers or prospects experience at different points in the product or service journey. The problem or frustration is commonly related to productivity, finance, process, relationship and or other interaction.
When is it best used? Pain Points is a term used to characterize problems in existing products, services or other experiences. They are often identified and associated with undue effort, confusion or friction limiting a person's ability to accomplish something. It is therefore a term that is commonly used in presenting (delivering) user research results to illustrate users’ problems.
It is also sometimes used as a starting point for designers or researchers trying to understand a potential white space/need area that may be resolved by a new or different product, service, feature or communication. In this instance, pain points are used to inform assumptions or hypotheses that bring alive opportunities/challenges the team could solve for.
What does it entail? Pain points vary in gravity and complexity. Examples of pain points include a need for which there is no current solution, a function not working, a need or process that has no clear solution, a website, form or app with unclear directions or navigation, to confusing copy or messaging, Companies often attempt to determine what the pain points are through qualitative research in order to provide a better experience for their audience.
Interchangeable term: Problem space
Use in a sentence: The stakeholders identified pain points that needed resolving, in order to increase conversions during the onboarding process.
Related terms: Challenge, hiccup, inconvenience, annoyance, barrier, issue, friction, needs, empathy mapping, customer journey mapping
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