The Voice of the User


Too many companies view experience design as a tool for tricking users into doing things they wouldn’t do otherwise.

Is it easy to sign up, but difficult to leave? Does the product feel more and more like a maze the longer you’re there? These are symptoms of an underlying view that ux is a tool for luring users off the path they’d rather be on.

If you’re not serious about making the user the center of your product—if the user is just a “voice” and not the imperative—you’re not serious about design.

Users deserve far better than just having “a voice.”