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VIDEO: The UX Process

DOMINIC SANTUCCI: If you didn’t, how would you really get an understanding of what you use is one. What evidence would you be basing your design decisions on?

Your intuitions are probably wrong.

Your user and the task they have ahead of them is commonly referred to as the ‘problem space’. And it’s tempting to think we understand the problem space really well. Maybe you’re an expert in your field, or maybe you just stumbled upon an idea that feels right and makes total sense.

But many companies have made colossal and very expensive mistakes based on intuition alone.

Empathy, key to understanding. Empathy is defined as “the ability to understand and share the feelings of another”(Oxford Dictionary, 2019).

You may have heard the proverb “Don’t judge someone until you’ve walked a mile in their shoes”. Foundational to UX is having empathy towards the user throughout the product development life-cycle, from idea to execution and through to market feedback.

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