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Prioritise the end user

Last updated: 21 March 2025

Focus on delivering value that meets user needs and expectations, ensuring solutions are designed with their goals in mind.

Motivation

Whilst work may be motivated by business needs, we should always be considering what users need – otherwise we risk building software that doesn’t work for its users, and doesn’t deliver the desired benefits.

Applying this principle

  • When building or changing software, ensure you know who the users are and understand their expectations.
  • User research is a team sport – regardless of profession, we expect all team members engage with user research activity, working in collaboration with a professional user researcher.
  • Where user research isn’t feasible, look to performance analytics to provide insights – ideally before you start implementing change.
  • Design for diverse user needs and ensure that software is usable by people with accessibility requirements.