Understanding users and their needs

Remember that designing an effective user experience requires an understanding of the needs of both the business and users, and designing a solution that meets them. So far, you should understand what the business goals are for your UX project. Now, it's time to understand the project from the user's point of view.

Make sure to have listed all the problems (and symptoms) raised during your stakeholder interviews. I like to have them on post-it notes on my wall. In this way, I can group and regroup them in order to find the main issues and problems that I have to check out. You will probably notice that during the user research, you might find other problems or find out that problems listed before were actually symptoms of another problem. For example, the high cart abandonment rate might be a symptom of difficulty in finding the next steps for a checkout process. You will find this out during your investigation.