Universal Principles of UX

39

Be a good detective.

Before we start any work, I always tell our clients that we are not—and will never be—the expert on their business. But we are the experts on moving them through a design process that will benefit their customers, which in turn will help their business. But to do that, we first need to dig into what the client is trying to achieve.

Some clients, especially if they have a dedicated digital team, have already done a ton of research, are super organized, are clear on what they need, and have put all of that thinking in writing. Other clients may not have prepared as extensively and only have a top-level hunch that they need us to validate (see Principle 56). Either way, we still have to get up to speed before we kick off ...