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The Fab Four weren’t ‘fab’ for nothing. Apart from creating classics with many different genres of music, lyrically too they wrote lyrics that all of us will find ourselves at some point singing or mulling over.

As a UX consultant, one sentence springs instantly to mind, the opening line of ‘We can work it out’ from the album Rubber Soul.

‘Try to see it my way’

As a UX consultant I would never start a project without defining the ‘Business’ and ‘User’ goals first. You would be surprised at how many times this is barely considered, but the importance of it is huge and if isn’t established at the beginning leaves a project without a foundation to build upon.

If you or your client doesn’t understand what the goal of their business is and if you have no idea of the end goal of the user, how can you then move forward and set project goals, perform user research, look at best practices, create use cases, empathy maps and personas, define user journeys, brainstorm and card map, conduct user testing and refine?

It is the single most important part of your UX project. Granted it is all important, but this part is the key to your project.

In the last 16 years of working with businesses digitally, I witnessed the ‘User Experience’ industry develop and learnt a thing or two about the building of digital products. A large part of this is because I have been lucky enough to work with a selection of hugely successful brands, superlative product owners, excellent digital designers, exceptional business analysts and extremely talented development teams plus I’ve also had the fortune to learn from the highly educated stakeholders, passionate business owners and highly driven C-Suites. Over the years I have learnt many UX techniques and methodologies either from my own research, courses, and investigations or from working with other outstanding UX practitioners and consultants from across the globe. Although there are a plethora of techniques and approaches to UX, the most important, particularly at the start of a project, for me, is to ‘listen’. It’s really as simple as that.