People ignore design that ignores people. So we never design anything without the end user in mind.
To say that we do “experience design” doesn’t capture the true breadth of what we try to accomplish for each project. A lot of layers make the cake and you can’t make something great without all the key ingredients.
In order to design for humans, you need to understand them, and that’s part of what keeps our job interesting – Unpredictable and wild creatures imbued with beliefs, biases and engrained behaviours – you never know what humans will do next.
We undertake many methods to fully understand our target market before we even come to developing a look and feel. Processes like user interviews, audits of existing materials and markets, user flow analysis, mind frame analysis, rapid prototyping, ongoing usability testing and iterative development to understand the project and explore its full potential.