User-Centered Design: Unifying Business Objectives and User Expectations

Topics: Design Best Practices, UX, Web Design

The User-Centered Design philosophy drives us to think about what the user wants and expects. However, sometimes business objectives demand the introduction of a new product or service the user is not seeking or expecting. And more often than not, the temptation exists to sacrifice the user experience for the sake of this introduction.

In these situations it’s critical to remember that when the user experience suffers, so does profitability. Although user expectations and business objectives can seem to be at odds with each other, a good UI/UX team is able to bridge that gap.

Strategists, content creators and designers first come together to analyze the current state of the business, the industry and how they relate to the user experience. Then all these disciplines combine their expertise to create an environment that is functional and relevant to both the user and the business objective. Website architecture, user flows and messaging deserve just as much consideration as color schemes, images and font styles when tailoring a design to the user.

Through this collaboration, the UI/UX team is able to construct a bridge that is essentially a positive distraction to the user—a distraction with content so useful and so relevant, the user can’t help but allow it to become part of his or her experience. It’s a distraction so beneficial to both parties, that it just might drive the bottom line upward.

Meet the Axis41 team: Strategists. Creatives. Developers. All working together in perfect harmony.