How can it be that a sign-writer, who arranges letters day in day out, can make a spelling mistake?

A mere series of stickers applied to a board, but somewhere along the line, the very purpose of the sign, the word itself became an abstract series of tasks within a task.

Happily beavering away up there in the cherry-picker, the sign-writer has lost sight of the big picture only two letters in … and walked away from the finished task unaware it has totally missed the target – To be read by people.

This happens every day when business and design teams become too close to their product.

The end user experience can and often is inadvertantly deprioritised when you are totally immersed in the myriad details of build and delivery.

User research with identified customers provides the vital ‘reality checking’ of a product, helping the designers see the product through the fresh eyes of its future users.

We’ve got spell-check to keep us literate, but before we deliver our message, it pays to test the product with real customers to ensure we really are speaking their language.

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