With a background in Product Design, the very first thing I was taught is just that, I am not the user. It is a lesson I took to heart and that simple statement shapes much of the work that I and other designers do.
I understand that change and innovation can be a daunting prospect. Having your company’s site reflect that of existing designs can be comforting and familiar, but it is not always the best choice for your end users. While a design that mimics that of an iPhone may look visually appealing, it may not be the best way to visually represent your product/service and may impact the overall navigation of your site. The result can be a site that is akin to a Kardashian, beautiful but terrible to work with.
The truth is that people have choices. For every product or service available online, there are dozens of companies vying for their business. In many cases, a company’s website is the first and, sometimes, only opportunity to convince potential customers that your company is the best choice for them. Few, if any, businesses can afford to loose potential customers because their site was not designed to best suite their needs.
The solution to this is simple. Listen to your users and trust your designers.
Chances are that you have a talented team of people somewhere in your organization that have the knowledge and know how to create both meaningful and effective interactions with your end users. Designs should be based on actual research and not a hunch or what’s “trending” right now. The most effective way of doing this is by talking with actual users and translating their feedback into actionable designs. If you are not fortunate enough to have such a team at your disposal, don’t worry; we’ve got you covered! With a range of service offerings that are suited for startups to fortune 500 companies, User Insight can be the team you need to connect with your consumers. After all, the cost of getting the user experience wrong is far greater than that of hiring a team to get it right.