Our Insights

Don’t be arrogant, don’t make assumptions in user-centred design

Philip Middlemass, Head of Practice, Product Design, BPDTS

If you’re involved in product design, please leave your assumptions at the door. Regardless of what role you play in the product lifecycle – a designer, front-end developer, or delivery manager, end-user research and experimentation have a role. Hypothesis driven design leads to better solutions – based on what users want, not what you think they need.