The way in which many people approach solving any problem is generally biased – that’s because we’re more aware of our own needs and problems than we are of other people’s.

Considering a problem or an issue, understanding who it relates to, and solving it from that person’s perspective rather than our own is a much better way of finding a solution. It means we work without preconceived ideas or place our own values into the process – we need to be aware of the end user’s key needs.

This, essentially, is the basis of user experience (UX) research and design.