Research is king. You can design and implement the most beautiful, elegant, mind-blowing site imaginable, but, if it doesn’t appeal to your target audience, or make sense, it won’t do you any good.
I had the opportunity to attend the GenerateNYC conference this spring. I'll be doing a series of posts on the amazing design insight I took away. Read my previous posts below:
Websites are not fine art—they are functional. You have to research. You have to know your audience. You have to design for people. Research plays a huge role in many of our projects. Focus groups, user testing, surveys, and stakeholder interviews—they’re all part of our process, when appropriate, and they all pay off, big time.
When researching for Macy’s Careers After College, we had an idea of what college students were looking for, but what we learned was that and so much more. We found out what matters to them, what they want to know, what they are looking for in a potential employer—and we leveraged that to create an incredible site.
All in all, do your homework, study up, and you’ll gain so much more insight that you could imagine. And that insight will lead to a truly effective user experience.