Winging It refers to improvising or operating without a formalized, structured plan, often creating design solutions or research approaches “on the fly”.

As a strategy, it is generally considered unprofessional and risky in a professional UX context, as you should always follow a defined, strategic process.

As a situation, winging it is almost inevitable. UX consultants cannot control all aspects of their work and winging it is therefore a key skill in their toolbox of techniques to turn awkward situations into research gold.

ORIGIN

Winging it an expression from theater that dates back as far as the late 19th century. It refers to actors who would improvise without a script, often hurried into learning their lines while waiting in the wings of the stage from where they received additional prompts.

In 1933, Philip Godfrey explained in his book Back-stage: a survey of the contemporary English theatre from behind the stage: “He must give a performance by ‘winging it’ – that is, by refreshing his memory for each scene in the wings before he goes on to play it.”

WHEN

You’ve encountered classic “Winging It”-moments when:

• A user interview goes completely off script
• The participant doesn’t match the expected persona
• The prototype breaks mid-session
• Your laptop battery dies during a presentation
• You hear yourself say: “Oh crap, this isn’t going well”

If your plan disappears but the session continues, you’re winging it.

WHY

Winging It happens because reality doesn’t always follow the rules, it’s messy. Even the best plan can take a turn and shatter in a matter of seconds. Some of the reasons for that happening are the following:

• Users are unpredictable: They don’t behave like personas.
• Systems fail: Prototypes, environments, and tools can break – often at the worst time (see Murphy’s Law).
• Context shifts: What made sense in preparation doesn’t fit the moment.
• Over-structured plans: Rigid scripts don’t adapt well to real situations.
• Unexpected situation arises: Someone asks you a question that you have no clue how to answer.

Preparation is the basis for success but you cannot plan for all possible situations or eventualities. Sometimes you have to just have to fly by the seat of your pants (a phrase from aviators in WW2 who often had to fly in poor visibility with few instruments to help).

HOW

Winging It isn’t failure, it’s a key communication and facilitation skill, some may even say it’s art. It takes a lot of energy, brain power and creativity to do well. Following are some strategies to be better prepared when the moment arrives:

• Know the goal, not just the script: If you understand what you’re trying to learn, you can adapt how you get there.
• Be massively overprepared: While this sounds counter-intuitive, knowing the material well allows you to pivot with confidence.
• Be open-minded: Nobody likes change (except Casinos), but always expect the unexpected and be mentally prepared to deal with it.
• Willingness to let go of the plan: Realize when it’s time to detach from the script – if the prototype breaks, talk through the concept – thinking outside the box.
• Use the situation: An unprepared participant or broken flow can reveal real-world behavior, you often learn most in these moments.

PRO TIP

I can say with 100% certainty that there are more UX practitioners out there winging it than you realize. Don’t assume that everyone and everything is flawless, because they aren’t. Acknowledge when these situations arise – it shows that you (and the world) are human. Then refocus on your goal, adjust your plan, and navigate with confidence.

EXAMPLES

Following are some examples of hope, situations you may have encountered before to show that awkward moments of seaming failure can be turned into research gold:

• A usability test where the prototype fails – but the conversation reveals deeper issues
• An interview that turns into storytelling instead of structured answers
• A participant who uses the product in an unexpected way – and teaches you something new
• A session where none of the prepared questions get asked – but all the right ones do
• A workshop that goes off track – and lands somewhere better

CONCLUSION

Winging It is an essential skill to possess. It shows that you can think outside the box, adapt to newly arising situations quickly, and be flexible and work well under pressure.

The best plans, scripts, and preparations can take a turn in a heartbeat and fail under the chaotic circumstances of the real world. It’s the ability to cope when things go awry that enables you to hold things together. Be open minded and use these situations to turn good learning into true insights.