Users Matter

It’s out there and everybody seems to know it: User is king, but as you may have heard, kings come and go.

Since the early days of human-computer interaction, user-centred design is based in a deep understanding of users behaviour, tasks and environments. Recently, we have testified an ubiquity related to this discipline and its actors. The reasons for this rely on the fact that brands and products rise and fall according to their users love and adoption. It’s not new, it’s just become clearer and harsher.

As Geoff Teehan points out in his medium article, the constraints we faced twenty years ago are now gone. Instead, we have increased capabilities in processing power, technology, bandwidth and customer sophistication. He also states that, with all the advances we’ve seen in the last two decades, what makes for great design hasn’t changed at all, it still boils down to solving real problems, for real people, in a snapshot of time.

This acknowledgement will allow companies to create innovative products and customer-centric services and experiences. These products can serve as personal or professional assistants that help the user when performing a task, calling a taxi, connecting with their surroundings, or just helping them to make that special dinner. Actually, they can either do all of that or nothing at all, it’s up to your users to decide.

“Life’s too short to build something nobody wants”
Ash Maurya

Here at Feedzai, we find it challenging to extract what our users want but, above all, what our users need. We engage in cooperative and participatory design processes to define our common ground and trace our directions. We want our product’s interface and aesthetics to emphasise the practicality and the functionality of each user interface element.

According to Hick-Hyman law, the time it takes for a person to make a decision is the result of the possible choices he or she has. Increasing the number of choices will increase the decision time logarithmically. Therefore we have to keep it simple.

“Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away”.

Antoine de Saint-Exupéry

The MLP

We believe in building concise and pleasant experiences that provide solutions to our users’ day-to-day operations. Ultimately, we want to engage their business with our products.

Our output leans on optimal information architecture, simplicity and heuristic integrity. We plan, design, test and iterate to provide high quality and reliable products.

Our approach starts by developing what we call the MLP, the Minimum Loveable Product. It consists on delivering in an early stage not just a valuable product but a loveable one. For that we have to solve critical issues regarding our customers present ecosystem and deliver high performance solutions. We want to reduce cognitive load and decision-making time, increase user effectiveness and sense of achievement, and, in the end, increase user satisfaction. We have to build a sharp, scalable and solid product.

“This is my dream come true”.
One of our customers

This is our ultimate goal, to make our customers fall in love with our products and use them religiously everyday, even when they are part of an iterative crystallisation. If our users are our fans, we surely made it.

If you want to help us build our fan base, join the force. We’re hiring!