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Part I: Foundations > Putting the User First: Describing Target Users and Produ...

Chapter 2. Putting the User First: Describing Target Users and Product Goals

“The role of the designer is to act both as visionary and troubleshooter—to provide the big picture, and to focus on every little detail as well.”

Antonio Citterio
designer of the Visaroll chair

The designer of any interactive media confronts two significant challenges: accurately understanding users’ needs and abilities, and creatively translating that understanding into an experience suitable for the medium. This process begins with the designer engaging in direct and indirect research methods, sometimes working on his or her own but preferably in concert with dedicated research professionals. Equipped with observations and facts gathered from real-world users, the designer has to extrapolate past that research—inventing a compelling product vision and ultimately translating that vision into a finished design.


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