It is our belief, the end-user is the focus of our achievement. The more we understand the end-user, the better we are able to deliver an exceptional experience. We use several techniques of data collection. The best data comes from user interviews. Through these interactions we gain an understanding on what concerns users as well as what motivates them. We develop a map of what their tasks are and how they go about achieving them today.
We supplement the high-touch interviews with in-house created surveys. We employ traditional question and ranking surveys along with puzzles, quizzes, and surveys with more of a game feel than a textual inquiry.
We like to create visual representations. The first of these is the 'empathy map' which builds a clear representation of our target user. We then develop a task map that depict what the user does today - their existing experience.