… or how smart, well-intentioned teams can fail at user-centred design…
- We have understood some of our users at the expense of the others.
- We have understood our users, but not what they’re trying to accomplish.
- We have understood our users and tasks, but not their contexts of use.
- We have involved our users, but only every now and then.
- We have learned many things, but done too little with the insights.
- We have come up with solutions, but not enough to find a good one.
- We have optimised one part of the experience, while ignoring the others.
- We have some, but not all, of the skills to finish the job.
Bonus ninth reason, with thanks to Vicky and Harry…
- We have burned out by the time the service is actually delivered.