In the past I have seen and learned that there is much that you can take many views as UX person. Currently I like to to cover the following three points.


1. Always value for the user

The Minimal Lovable Product is only the first step towards releases which are appreciated by your Users. It is hard to predict what kind of functionality you need to include in a year or more. Measurements, changing needs and environments will have impact on your services/solutions. The trick is to deliver value with each version.

An holistic indicator for the user satisfaction is necessary but qualitative research will give you the input you need for setting the functionality on short term. That gives you the opportunity to react very quickly but also to question if you still need to develop/maintain the service/solution.


2. User in the middle of the team

Include the user in your (project) team. This is extremely important to safeguard that you will have an outside-in view in developing services/solutions but also in maintaining this. And of course the user must be placed in a multi disciplinary team.

User can be included in many ways. Via research, go out, talk to them and observe what they do. But also as user groups for input and reflecting. The most famous way is to include them via user testing. Which method you choose depends on how easy it is to involve them, the wished outcome and the future involvement. But you will see that you always learn when you interact with them.

Listening to users is an expertise. They will talk to you in solutions but you need to listen to find to the problem. Open questions are important for that.


3. Focus on true User journey

It is extremely important to focus on what an User want to achieve. A great instrument for that is the User journey. This is a visualisation of what kind of steps an User wants to do when he want to reach a goal.

The to-be journey is created without any channel in mind but they will be added during the iteration of the journey. A quote per step makes the wow moment clearer but there is also more attention to it in ‘above expected’. And of course the content is also part of the journey. Below an example…

Very often this kind of journeys are build on the product/service a company offers. This is wrong! It should always be based on a need of the User (persona). This means that he/she is looking how to fulfil a need and not how to buy a product. A small difference in text but a great difference in thinking!