"Why" Is Essential.

The foundation of excellent design is to always question the "why." This is applicable to any creative process. As the design process evolves, the "how" may change, but the "why" remains the immutable basis for all decisions. It is essential for every team member to understand the "why," particularly when dealing with business partners and sponsors who may have preconceived notions of the "how." By understanding the "why" behind a project, designers can ensure that they are genuinely solving business problems and customer needs. Understanding why a user needs an experience is at the core of empathy in user-centered design. Customers often lack the context to explain why they do what they do, and designers may not always ask the right questions to get to the root of their actions. By spending time closely observing users and repeatedly asking "why," designers can gain insight into their customers' needs and intentions. The "how" can often obscure the "why," so it is essential to focus on the underlying reasons behind a problem. In one example, a design team discovered that users were dropping out of a complex process because they were merely browsing and had no intention of completing the task. To address this, the team built an alternative path that directly answered users' questions, resulting in higher task completion rates and customer satisfaction. The design process involves the entire team, including business, digital, and technology partners, working together to solve problems and understand the "why" behind the project. #DesignThinking #Empathy #UserCenteredDesign #ProblemSolving #CreativeProcess #BusinessGoals #CustomerNeeds #Why #How