User research is the phase where we get into the user world. We have to learn as much as we can from the way they do their activities, because it is for these activities that we will create new design solutions. Learning what user motivations are, and the goals they pursue when performing those tasks will help us make better decisions in the creation process.
The most successful companies, platforms, and brands are usually those that know how their users think. They know their needs and how to better support them. Companies like Apple, Muji, and Dyson have user needs in mind when designing their great products. When customers buy a product from a brand and their user experience is satisfactory, they remember and relate the brand with that experience, and the possibility...
