There are two basic questions you need to ask yourself at the start of any UX project. Let’s break it down.

WHAT DOES THE USER WANT?

WHAT DOES THE CLIENT WANT?

DESIGN FOR THE USER
Have you come across designers who seem to design for other designers, but not for the end user? I know I have. I’ve also come across designers who design for the client instead of the end user. And, if we’re going to be completely honest here, I’ve also come across designers who design for their own ego exclusively. It fills me with cringe.

4-Second Rule
If you want users to stay on your app, don’t use spinners for processes that take longer than 4 seconds to load. A research study has found that most users’ tolerable wait time is 4 seconds. This means that their behavioral intentions begin to change after 4 seconds.

The Rules of Type Design

Here are my proposed rules for Type Design:

You can use lines or strokes.

You can use icons.

You can use typography.

You can change the color of the background.

You can use images.

As UX professionals, we play a key role in raising the bar for customer experiences. A simple attention to detail is often what signals to the customer that we’re thinking about them. In the digital space, we focus on user interactions within applications devices and processes.