Скачать или смотреть Can You Name Your User? It’s time we talk seriously about users and experiences.

Many UX professionals say they practice user-centered design. Maybe you say that.

But do you really?

Here’s a simple test:
Can you name a single user right now? Could you tell me the name of a real person whose life you will improve because of your current work?

Many UX folks can’t. They can only refer to users in the abstract by using personas.

If they’re working on education products, they might refer to their users as “Teachers,” “Students,” or “Parents.” They’ll say things like, “As a teacher, I need to prepare a lesson plan.”

I’ve found the most effective UX folks talk about actual people, not personas.

They talk about their users by their names. They can describe what that real person’s day looked like.

They can give specific examples about when that user’s experience went wrong and what the product could have done to improve it.

If you can’t name a single user, you’re not designing for anyone. If no one on your team is talking about specific users, then your team can’t learn what their users actually need.

When your team doesn’t deeply understand real users and real experiences, everything slows down.

Your team ends up arguing and debating over what to build because everyone is guessing.

That guessing leads to poor decisions, which in turn lead to lackluster sales and missed business goals.

The most valuable thing a UX team can do is make the entire organization experts on its users and those users’ experiences.

Not personas, but the real people and their real experiences.

If you want to claim you practice user-centered design, you have to start with centering your discussions around real users.

I wrote an article about this called “It’s Time We Seriously Talk About Users and Experiences.”

You can find it here: https://articles.centercentre.com/its...

Because when you stop guessing and start understanding your users, your projects will move faster, and your team’s decisions will get easier. Your users will win, and your organization will win too.