…I’ve reviewed a lot of product design work from job applicants and I’ve noticed a worrying pattern. Too many designers are designing to impress their peers rather than address real business problems. This has long been a problem in creative advertising (where creative work is often more aligned with winning awards than with primary client business objectives) and it’s becoming more prominent in product and interaction design.
When thinking in products, UX designers should be able to answer the following questions first: What problem do we solve? (User problem). For whom are we doing this? (Target audience). Why are we doing this? (Vision). How are we doing this (Strategy) and what do we want to achieve? (Goals). Only then it makes sense to think about what exactly we are doing (Features).