Defining the “What” and “Why”

User experience is the end-to-end experience for anyone using a system or product. The best experiences are developed with business and user’s goals at the forefront. The smallest details of an experience that are easy to overlook are often the most definitive when correctly addressed.

The UX process is critical to the success of a system or product. While the exact process is specific to every project, the basics remain the same. It’s important to understand the process in order to know how best to tailor project work. Some projects may have limited time, limited resources, limited budget, all three, or none of those constraints. Flexibility is essential.

Every project begins with a problem statement, which may need to be uncovered and defined in order to proceed. Business and user goals which align with the problem statement are agreed on once the statement is defined.

The “Who”

Speaking to end users is essential for user-centered design. A sample set of 5-6 users is often enough to get a clear read on what’s working and where there are opportunities for improvement. Creating a journey map and storyboarding the experience for the defined personas helps to get a good visual sense of a user’s experience from their perspective.


Once the MVP and schedule is agreed on, the design process begins. Always include appropriate team members at every point in the design process. If there’s one thing designers always know for sure, it’s that every product that is designed for many people. While every team member has a specific role, being too siloed can hurt the process. Product development is a team effort, with everyone pitching in to do their part.