In UX and product development, the issues we know about get the attention: the bugs we can see, the drop-offs we can measure, and the friction we can feel.
But what if the biggest blockers to your product’s growth aren’t in your backlog or analytics?
What if the things you don’t even know, you don’t know, are quietly holding you back?
Why the “Unknown Unknowns” Analogy Works in UX
The term “unknown unknowns” is famous in risk management and military planning, but it also applies powerfully to digital products and user experience.
These are the things that:
- Your analytics aren’t showing you.
- Your A/B testing isn’t catch.
- Your team may not recognise them as issues—because of the curse of knowledge: things feel obvious internally, but users often see them very differently.
They only emerge when you step outside the internal bubble and observe real people using your product in real-world ways.
What Kind of Unknowns Are We Talking About?
In my work with digital teams – from startups to FTSE 100s – I’ve seen the real power of testing experiences with users. And what’s most rewarding is how often UX testing surfaces both tactical and strategic unknowns:
Tactical Unknowns
- Copy that subtly causes confusion or doubt.
- Button labelling that leads to slight uncertainty.
- A flow that makes sense to the team but not to users.
These are often simple to fix, but they go unnoticed until a user says, “Oh, I wasn’t sure if that meant X, Y, Z.”
Strategic Unknowns
- A solution that’s slightly misaligned with user priorities.
- An onboarding flow that presumes a level of understanding users don’t have.
- A value proposition that misses what the user needs to hear.
These insights can shift roadmaps, reframe strategy, or lead to product pivots.
Analytics Can’t See It. Users Can Tell You.
Web analytics are great at showing what users are doing – but don’t show why. A/B testing can tell you which version converts better but not whether either version is best for your users.
Only by testing with real users can you:
- Hear misunderstandings in real-time.
- See moments of hesitation, doubt, or frustration.
- Understand the mismatch between what you meant and what they understood.
So What’s Holding You Back?
Ask yourself: Could it be the things you’re unaware of or assumptions you didn’t realise you’d made?
Those are the unknown unknowns. And uncovering them can change everything.
Need a Hand Uncovering Yours?
I work with SaaS teams, digital agencies and product leaders to uncover the UX and strategic blind spots that other methods can’t see.
If you’re ready to test your experience with real users – and learn what you didn’t know you didn’t know – let’s talk.
Email: phil.randall@userfy.co.uk
Call: 07712669935
Phil Randall (Owner at Userfy)
www.userfy.co.uk
