Products and Services get recognised and behave similar to a real person. How do I get treated? Is it polite, informative, helpful, …? Does it make it into my daily life?
My interest is in crafting these relationship of a digital product or service and an user — I love to make this relationship fun and useful.
Before kicking off a design, I like to know who is the user. What is is background and his context? What is his need? Is is kez to identify the real problem to solve and not to fall in love with a solution that does not fit.
Any improvement has dependencies and this needs to be reflected together with the relevant people, that are able to take descisions and that have a profound knowledge on a technical level. Every member of the team should contribute.
If the goal is set, I like to take quick design loops that sharpen the vision of the final product. Parallel user testing helps to see if I am on the right track and with the results I keep iterating until we met the desired goal.
After the design is shipped it is essential to keep track of the performance. Are we still on track? Where are the places to refine and continously improve the product? A great product is never done.