Technology companies often have difficulty gaining insight into the real
needs of their customers, and as a result introduce products that don’t
meet market requirements. More often than most companies will likely
admit, products confuse rather than wow the end-user.
Lack of communication between designers and end-users, “scope creep”
that allows the introduction of complex or confusing features, and an
unclear understanding of the intended application all contribute to
products that don’t help a customer meet their personal or professional
goals. User Experience Design (UXD), a practice of thoroughly
researching a customer and developing personas and design scenarios,
helps companies better understand the needs of end-users before
product development begins.
This whitepaper provides a brief overview on UXD, and then illustrates
how this design approach uses customer data to better ensure products
help meet the goals of their intended end-users.