There are many ways to start a digital project. Some start with a big idea, a need to bring something fresh and new to market. Others may be a well-needed refresh to a tired website or product. It can often be all too easy to get tied up in the technical or replicating some new, cool must-have feature that you have seen on your competitor’s site. However, it is of paramount importance that you start by asking two fundamental questions,
What does the end user need?
How can we make their lives easier doing it?
This may sound like obvious questions to ask, but it can be all too easy to lose sight of the reasons behind the project. Design changes and last minute additions may cause project drift, which might not be in the best interest of the end user.
At Starbots Creative, we take a user-centric approach to all digital projects. By constantly referencing the end user and communicating the benefits to our clients, we deliver solutions that not only meet the needs of the end user but also align with your business goals.
The business case
It is always vital to have a business case for the changes you are about to undertake. Without a business case, there is a risk that the project’s goals could drift. Which is why our digital projects begin with a kick-off meeting to define answers to some crucial questions:
How important is this project to the company?
How does this project connect with the company’s brand?
What does success look like for this project?
What problems is this project solving for your end user?
With the business case and goals in place, we can then move on to see how these relate to the end user.
You are not the user
It is important to remember that you are not your user. You have a lot of business knowledge that should not be dismissed. Your insights into buying habits and industry-specific trends are invaluable, but this can lead to a blinkered view of what to deliver. With a user-centric approach, we put all preconceptions to one side and get to the heart of the user’s needs.
We begin with research, including competitor analysis, analytics reports (if available) and qualitative research. Whether the project is a new launch or an existing one, we would start by creating User Personas, archetypes of different user groups. These would be identified from our research as likely to benefit from the finished product. We would then use a technique called Empathy mapping to determine some of the thoughts, feelings, and actions that a user might have. We are then able to position call-to-actions and digital assets to maximise engagement and increases user buy-in. By using the latest digital techniques to show how your product or service will make their lives easier. Ultimately showcasing your business as the solution they are looking for.
