Defining the problem

Creating great experiences starts with a deep understanding of users. As user-centered design practitioners, we base our designs on observations of real people.

At the early stages of projects, we deploy formative user research methods such as ethnographic field research, contextual interviews, card sorting, surveys, collaborative design sessions, and diary/camera studies to gain an understanding of users’ behavior, attitudes, and motivations, and to build a point of view from which we can start concepting solutions.

At later stages of projects, we deploy summative user research methods such as in-depth interviews, focus groups, and surveys to understand users’ perceptions of and satisfaction with the product, and methods such as clickstream and log file analysis to measure time on task and error/success rates.

We are equipped to observe users in places such as their homes or in their offices, examining how users interact with technology and digital products in a real-world context. We strive to understand user pain points, motivations, and goals as we talk to users, make direct observations, and record their stories. Our results inform our strategy and ensure that the decisions we make start with what is best for both our clients and users.

Photo by Aleksander Naug on Unsplash