We’re users too. So are you. And as users, let’s state the obvious: we should never have to devote a millisecond of thought to what we’re supposed to do next.
The true test of usability is not only whether something is “usable” or not, but how effectively the design communicates it’s intended message.
We use all kinds of techniques to get inside the minds of our users – from copy tonality analysis, paint point analysis, lab testing and many more. This helps us understand how users will use the end product and refine the end product to as close to perfection as possible.