It's important to empathize with and understand our customers, and to test early and often with real users. These strategies will help us build optimal user experiences.

The goal of our digital experiences is to answer users' critical questions: "Why does this matter?" and "What do I do now?" Our solutions should make our users' jobs easier. We can achieve this by cultivating a deep understanding of our users' needs. Part of this process is building empathy – we consider our users' circumstances and how it informs what they're thinking and feeling as they use our digital properties and systems.

Psychology research shows that when people are given more choices, they are less motivated and ultimately less satisfied with their choice. Our customers come to our digital properties to make complex decisions, and a human-centered approach puts those feelings front and center as we create digital experiences.

Tips for Human-Centered Design

  • Make it clear to users what action you want them to take and how it will benefit them.
  • Look to accessibility standards early in the process to ensure pages can be used by everyone.
  • Use personas to learn about the characteristics that will influence people's interactions with a digital experience.
  • Test solutions with a wide range of users, including users of assistive technologies, older users, and users who speak languages other than our own.
  • Design each solution for users from multiple backgrounds. Keep in mind that users come to our digital properties from different situations.
  • Apply discoveries from usability testing to the next phase of design and development.