Remember that you’re creating products for two audiences with distinct but overlapping needs. Instructors select the tools for their classrooms, so tech companies often develop products with them in mind. But for every one instructor there may be 600 student users, and if something goes wrong with the app, instructors get 600 emails about the problem.
In the mad dash to launch a new product or major upgrade, product teams tend to expend more energy on designing features than on understanding users. In organizations that don’t place a high value on user insight, there’s a perception that design moves a project forward, while research holds it up.
Sometimes, the best problem-solving comes from shaking off tunnel-vision and stepping out from behind a screen.
User journeys through apps, software and websites must follow optimized paths with no confusion or distractions.
Keep it active … or face the consequences. While many organizations make the commitment to implement UX practices, we’ve found that many adopt best practices of UX only to a point.
