Universal Principles of UX

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Imagine the user journey.

When talking about a user’s goal—for example, ordering a car service—it can be hard to imagine what a user actually experiences to achieve that goal. On the surface, it sounds pretty straightforward. We connect a rider with a driver, and the user is able to get to where they’re going. The end. But if we look closely, it’s actually a lot more complicated than that.

Users bring certain expectations, and to meet or even surpass those expectations, it’s important to break down each instance where the user interacts with the product and imagine worst-case scenarios. In the world of UX, this is called the user journey, and doing so will ground your decisions in reality—and not wishful thinking—and will allow you to come ...