Experience has taught us that user research is arguably the most important role within any project.
Using techniques to build user personas and user journeys enables us to better understand the user and the challenges they face. Often we find that there is a conflict between multiple climate challenges such as legislation in place or reductions in organisational spend and the user need. When we conduct our research, we are mindful that although the user must come first, these constraints must also be considered and be reflective in our analysis.
In our experience, the guiding principles we base our approach on are three user priorities: