Why You Need to Focus on User Centered Design
One of the things that brand managers often have conflict with is choosing between a design created of their internal team developed vision and going with a more user centered design. While it’s important to have an clear vision of what you want for your design, designing something from only company perspective does not solve the problems that users have. Thats where collaboration with design firm that specializes in UX design comes in. Independent party perspective is crucial in successful experience design.
First, you need to realize that everything is a risk. You could be creating design for a big ad campaign, a website for a big branding campaign, or a for a smartphone app. You’re either going to put in a big investment into the project or have already done so. By designing from the user’s perspective, you are minimizing risk due to the fact that you’re giving users exactly what they want. Most businesses cannot afford a big failure, so it’s not worth risking everything on a singular and unproven vision.
What’s more, approaching everything from a user centered design allows you to gain invaluable insight that you never would have otherwise discovered. Nobody knows exactly what users want and how they behave. The only way to figure it out is to experiment and study the analytics to figure out what exactly needs to be done to help users or deliver on what they’re looking for. This information is priceless for helping you scale and grow your campaigns.
And it makes even more sense when you realize that your goals are met through successful engagement. Whether you’re trying to get somebody to use your app, sign up to your email list, or purchase a product, you need to start by getting their attention and keeping them engaged. In order to accomplish this, you need to have design that makes sense to the user.
If you want the user to keep using your app, you want to focus on making sure that the user interface is easy to understand and use, the functionalities load quickly and work seamlessly, and the app is rewarding to use. If you want to get somebody to sign up to an email list, you need an attention grabbing headline on the top of the fold, text that’s easy to read and distinguish, a layout that presents the content in a manageable way, etc.
Of course, all this doesn’t necessarily mean that your vision has no value. You can still find a healthy balance of having your vision implemented while still designing for the user. UX design usually starts from a familiar start off point and evolves from there. This means that you can start with a good mix of best practices for user-centered design and an idea you have for the design. It’s all about being flexible enough to let it evolve organically from there.0