The design process starts by thinking about and identifying user needs. It can be both communication needs and audience needs. It is imperative that these needs are understood thoroughly instead of being assumed. We must always remind ourselves that people come to our sites to accomplish tasks and fulfill needs instead of hanging out.
We must identify what is our "irreducible core" and instead link to pre existing materials and resources instead of building from scratch. Think APIs. This way we not only make better service but also save on resources and development time.
Design is not only about good looks or what the current fad is. Design must rest on solid data, in our case analytics, user behavior and feedback.
We should be able to make technology transparent to our users by making any service usable to the point that our users can concentrate on their tasks (usability). A thorough understanding of processes is often needed to accomplish this.
Start small, test early with users, move from alpha to beta to launch. Adding features and responding to user feedback along the way.
It has been said that the people who need our products most are often the one who find them hardest to use. Motto: do not make me think.
We are not designing for a screen, we are designing for people. Though we achieve to design for mobile first, our design decisions must first and foremost be influenced by relevance to the users we are designing for and their technological and usage context.
Our service does not end and begin with web sites. Right now the best way to deliver digital services is through the web, this can change soon.
We must use the same language and same design pattern. It is not always possible to achieve the exact, same look. We must also take into consideration that we cannot imagine every possible scenario and write rules for it. However, a consistent approach to our design will communicate our identity with our users.
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