A point of view
As we can see from this ad, it’s so easy to make assumptions when we don’t have the full context to the story. Gaining context can be accessed through research.
It’s all about understanding our users.
Point of view
It’s about getting in their heads. It’s about finding out why they do what they do.
We can’t just make assumptions based on what we feel a user needs, we need to speak to our users in order to understand them, you will be surprised at the things they tell you.