The biggest misconception about user-centered design is that it means “Asking users what they want, then doing that.” This couldn’t be further from the truth.
First, software is often so complex that users can’t see the root causes of problems they’re having. Second, their suggestions are rarely on target because they aren’t trained in design and aren’t familiar with vast libraries of design patterns and when to use which ones.
When we observe and interview users, we discover those root causes and can see what users actually need—not what they think or say they need.
Based on our findings we can rank problems to be solved, consider solutions, and find the best one using quick, iterative testing.
Because we often come up with completely new solutions to users’ problems—and because most companies no longer do any kind of user research!—user-centered activities not only don’t hinder innovation, they are innovation kickstarters.
Contact us to start your innovation journey.
Discover
Work with stakeholders and product managers to identify business goals. Observe users to learn about their work, mental models, and pain points.
DEFINE
Help teams define what success looks like: which problems to solve, where to innovate, and which users need which features on which platforms.
Design
Design products that drive adoption, increase productivity, require little to no training or support, get fan mail, and create user loyalty.
Iterate
Work with teams to implement designs and metrics, conduct usability testing, organize user feedback, and prioritize improvements.