User needs and expectations always come first. Our UI designers make decisions with the user in mind and not just what looks good or is easy to implement from a technical standpoint. Our team implores a variety of practices that help ensure that the user interface designs we create meet user needs and expectations including: Building and using user personas, user flows, user stories, and user journey maps to better understand user needs and expectations Gathering quantitative data from users: click tracking heatmaps, time-on-task, task success rate, and more to understand real usage patterns and opportunities to improve the user interface A/B testing designs and prototypes with the target audience to understand specific user preferences Additionally, our UX design services emphasize an iterative model. As we learn more, we adjust the designs until our customers are happy. From there we utilize usability testing and user testing to ensure real users have their specific needs met.