User-centred evolution

We work tirelessly to find the next big thing: technology, software, business models, ways to sell more, get faster… But it doesn’t matter how far or fast we go, there is always one consideration which is permanent: humans.

Success or failure of any design depends on consideration of our basic make up: Physically it’s not too difficult to ensure a design works for us; we can measure and understand our physical relationship with the environment in which we exist, evolutionary development is after all relatively slow.

Physiologically, on the other hand, it’s a little harder to get right. Our ability to learn and mentally adapt makes creating a successful online experience a bit like hitting a moving target. Add to the mix dynamic social and cultural factors and the whole thing can begin to seem incomprehensible.

There are two approaches that can be employed:

1. Let your customers build it themselves (e.g. Facebook and Twitter): basic tools allow users to create and evolve a user experience to suit their needs and mood

2. Where that isn’t possible employ a user-centred design approach: enable the user experience to be iterated with real customers before it is put live

Understanding users and the context in which they interact with your site are the keys to success. One of our principles at Foolproof is that ‘design is not something you do for customers, but something you do with customers’.

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