I gather enough data about your user groups to understand similarities and divergences in how they use your product. As an example, an internal dashboard that’s used by agents to keep track of customer accounts may also be used by managers to keep track of agents and productivity. The manager and the agent are separate personas, with separate use cases for your application. I use that information to design intuitive interfaces that work for both personas.
I learn how your users feel about your application with empathy mapping. Empathy mapping the user’s journey through the application uncovers biases, frustrations, pain points and moments of delight which I can leverage to improve your customers’ experiences.
Sometimes users have different goals when using your applications–and sometimes those goals are in conflict with your business. For instance, a customer trying to find a movie time on their mobile phone while standing outside the theater is often frustrated by ads that slow down or derail their task. Identifying goals and friction points between users and businesses helps me provide advice on how applications can be designed to satisfy all.