In order to create a meaningful experience for end users whilst meeting business goals, fully understanding the problem is essential.

By conducting research, I am able to get the facts I need without relying on assumptions or my own experiences. Empathy is an important asset here, not only understanding what user’s behaviours are, but understanding why they employ that behaviour.

This can be achieved through interviews, surveys, and personas to understand user’s attitudes, beliefs and desires.

I then move onto…