Most UX designers don’t tell stories.
And the few who do mostly tell the wrong stories.
- Good UX designers make their products the heroes.
- Great UX designers make their customer’s the heroes.
Because at the end of the day it is not what you say your brand is but what they say your brand is. And the best way to change what they say is to start with one word.
Empathy.
Get into your customer’s life story.
- Understand what triggers them to come to you.
- Understand what problems keep them awake at night.
- Understand what’s the turning point to choosing you.
- Understand how your product can actually solve this problem.
Become your own customer. Reach out to real customers. Actively listen to what people are complaining about. Find the root of the issue.
Obsess about the little details that nobody seems to care about.
Remove the complications, not the complexions
Every story needs:
- An identifiable character
- An authentic emotion
- A turning point moment
- A little details that matter
Once you start losing these little details, you lose your story.
Remember:
- The human body has 11 million sensory neurons.
- 10 million of those neurons are built to process vision.
Focus on one — not one billion
But sometimes we need to deal with big numbers.
What is the difference between a million and a billion?
- 1 million seconds = 12 days
- 1 billion seconds = 32 years
