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 its intended message.
We use all kinds of techniques to get inside the minds of our users – from copy tonality analysis, pain-point analysis, lab testing and many more. This helps us understand how users will use the end product and make refinements so it’s as close to perfection as possible.