Define the user journey before you define the feature.

1. Who is the user? — How would you classify this group of people? What do they care about? What are their habits?


2. What problems do they encounter? — What do they want to achieve? What are their pain points? How do they think and behave? What evidence do we have for believing this?


3. How will they

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Let’s build a UX practice that people don’t just invite in at the last minute, but count on from the start.

Let’s get back to that.

A few ways to start

• Ask better questions earlier. Don’t wait until usability testing to challenge assumptions. Start during planning. Be the one who says, “What are we actually trying to solve here?”


• Make your work

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