As UX Designers, we are often tasked with designing what you could describe as the digital equivalent of the relationship between a customer and a shop assistant in a store. There are two parties involved: the business and the customer. Whether we are creating a digital or physical experience, these parties remain the same so we must work with both of their needs.
Projects start with a brief that is usually based on one of the two parties' needs:
It is crucial that the project team strives to find the other parties' needs, just as would happen in a store or if you imagine a negotiation between a salesperson and a customer - they would find a way to meet in the middle.
|How to uncover business needs|
|How to uncover customer needs|