From Pain to Gain: Solving Customer Pain Points Through User-Centered Design

As UX designers on VMware’s End-User Computing User Experience (EUC UX) team, one of our most powerful tools is perhaps our ability to engage with and receive direct feedback from our customers. Through a series of surveys, interviews, and email communication, nothing helps our team gain more insight into end users’ real-world challenges and every day experiences than direct interaction. By serving as a bridge between our customers’ experiences and the usability of our products, our team is able to identify our customers’ real pain points and develop features and functionality that significantly enhance their over product experience.

Our design team’s priorities are traditionally driven and set by the product development requirements defined by the business. However, in this post, I partnered with my colleague, Jen Padilla, UX Research Manager to illustrate how our team turned our product development process on its head by garnering cross-functional buy-in and driving a customer-centric UX approach throughout every step of development. So, if you’re struggling with your organization’s development process and need ideas for turning customer pains into customer successes, this post is for you.

Stakeholder struggle