August 7th, 2013 Your User is Your Greatest Design Asset

With 7 offices across several countries, Huge helps transform brands and grow businesses primarily in the digital sector. The company focuses on the users of a product or service—without them or their need for a business’ idea, there is no business. Huge keeps the user in mind and what they truly want while the company designs the product.
Huge’s primary four steps to designing a user experience is to listen, focus, try it, and finally, listen again. When thinking of users, companies and businesses should think of them as people—the best way to understand the users’ needs and wants is to observe them while they go about their daily lives, how they use digital on a daily basis, and to conduct in-home visits or interviews and studies. The most crucial is to allow the users to do the talking—without hearing their voices, a company may never get a chance to know what a user wants and is truly looking for.
When trying to discover what a user wants, a form of open-ended questions should be used instead of leading questions such as, “Wouldn’t it be great if…” Using cards with specific words of a product that prompt users to express their opinions is one way to figure out a user’s wants. By using the correct methodology, a company can then identify the user’s true interests and wants. By also immersing oneself with the users’ daily activities and interests, one is able to map out the user’s story and the different touch points between user and product. After understanding the user’s true wants, the main goal is then to focus on the best ways to improve any defects early on in order to avoid correcting them in the finished product.
In order to keep the user close as the design process is taking place, testing the product along the way will allow the user to validate the concept and ideas and to identify major road blocks. The use of prototypes in this case is the most efficient and effective as it allows the developer or designer to try out the idea or concepts and also start thinking about the final product much earlier. When testing, Huge also keeps in mind to continue listening to users.
The final step after putting out the product is to listen once again to the users—the users are the ones who can tell you why things aren’t right. Huge’s parting message is to stay focused and listen to users to understand what they truly want, and finally to become more intelligent with each iteration of a product.