When undertaking any digital project, it is important to understand the audience who will be using the digital system. It is key to put the user at the centre of design decision making. User-centricity is vital for creating a product/service that is both compelling and functional.
Sometimes the most well-intentioned of acts can backfire. A poorly judged comment, taken out of context; a failure to ‘read the room;’ or simply being at the wrong place at the wrong time. All of these things can mean a person, or a brand, is left exposed or humiliated.
User experience design, or UX design, is defined as the comprehensive work that covers not only the actual “usability” of the product but also the entire process of delivering the product to the user.