Against the meme that technology is the core of successful products and design plays second fiddle, Andy Budd argues design is the true competitive advantage - not only aesthetics, but how something behaves when it is in use.
Methods
Usability TestingUsability testing reveals where people struggle while attempting realistic tasks with a prototype or service. In a moderated session, a researcher observes the participant and may ask them to explain their thinking. Use it to investigate confusing language, layouts or interactions and identify improvements. Agree research questions, recruit likely users and prepare believable tasks that do not reveal the solution. Explain that the service is being tested, then mostly watch and listen rather than guiding participants. Record observations and follow up on unclear behaviour. Plan accessible sessions, including participants’ own assistive technology when appropriate.
Interaction DesignDesigning how people act with a product over time: controls, states, feedback, flows and micro-interactions. Turns goals and constraints into concrete behaviours that feel clear and forgiving, informed by perception, cognition and the physical or digital context of use.