If we really want to have impact on people, we need to start thinking of them as human beings, not not just circumstantial users and consumers of our products.
Recognising users as people can help us be open to their multifaceted natures and therefore design experiences that are more profoundly human.
The role of us, designers is no longer just solving customers’ problems. With today’s technologies, access to knowledge and abilities to create probable future scenarios, our work should focus on preventing potential problems, not solving them once they arise.
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As designers, we are always trying to solve problems for our users, but until we learn what works for our users we cannot hope to solve these problems.
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Immersion, iteration, and innovation power the UberEATS design team on our mission to make eating effortless.
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When you don’t expose what you’re building to users, your team ends up spending time and resources on building features that either don’t create value or don’t work. If the only time you get to learn from the users is after launch—that’s the cost of an entire sprint gone.
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Taking our prototypes out for a real-world spin offered a great opportunity to identify moments for education, catch mistakes or blindspots early on in the design process, minimizing the risk of shipping products that might have less of an impact.
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Psychology, thus, becomes a crucial element in designing the right kind of systems, interfaces and experiences for your users/customers.
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