知情解决方案的血统和持续的成功记录为一些世界上最知名的组织数字化转型，首先确保我们的数字化设计是根据用户的需求和行为进行的, and with consideration of stakeholder goals.
We ensure this by engaging with users and stakeholders at the beginning of the project lifecycle; before we ideate, prototype and develop solutions. These critical first steps include identifying and understanding the goals, behaviours and needs of users and stakeholders in the context of supporting data.
这些信息随后为我们的设计、构建和交付周期提供了基础. 在整个项目生命周期中，与用户和利益相关者的持续接触将确保数字体验根据用户需求和目标不断改进.
Step 1: Research- hearing the user
设计一个有效的数字解决方案的关键是真正理解它需要解决的问题或挑战. This starts with the people with a problem or a need – the users. This process is called user research. 然而, it's often misconstrued as a requirements gathering process, collecting users reports on what they do, 他们想要什么，他们希望在未来的设计中看到什么样的解决方案或功能. 为什么? Because people struggle to describe typical behaviours, 概念化如何改进某件事，或者当他们面临挑战或需要时，他们在假设的情况下会如何思考或感受.
相反，用户研究是要求人们展示他们是如何执行特定任务的. Through observing a user’s behaviour in context, 我们可以根据具体情况提出问题，以更好地帮助我们定义用户的痛点, 解决方法, needs and goals. 收集这些见解是确保我们的设计解决方案为那些将要使用它们的人工作的第一步.
Step 2: Refine- understanding user behaviour
To thoroughly understand users, and design solutions that meet their needs, 我们改进我们的用户研究，分析观察到的用户行为背后的基本原理. This deeper dive allows us to answer questions like: what motivates user behaviour? What are a user’s thought processes when using digital services for their needs? 在整个过程中，用户是否会受到任何先入为主的偏见或情绪状态的影响?
Sometimes these questions are difficult to answer, and often require drawing upon psychological principles and cognitive science. 然而, they allow us to incorporate evidenced, behavioural principles into our design solutions, 确保它们与用户更紧密地联系在一起，并直观有效地解决他们的需求和目标.
Step 3: Define- aligning with stakeholder objectives
确保客户的业务和组织需求与用户体验保持一致对于开发成功的设计解决方案至关重要. We achieve this by implementing a series of requirements gathering processes, which start with investigating a client’s current business policies, structures and operations. 我们使用一系列的启发工具和技术来识别“现状之旅”中的任何弱点. Weaknesses can include things like bottlenecks, 痛点, 解决方法, manual processes and non-value adding processes.
捕获这种类型的数据使我们能够准确地阐明需要解决的复杂业务问题，最重要的是与涉众协作以协调用户和组织的需求. 这种一致性和以人为本有助于确保数字设计第一次成功.
As the winner of a Queen’s Award for Innovation, we work with some of the world’s largest and most respected organisations, delivering digital services that are used by millions of people every day. 本文中概述的关键的第一步为我们的数字转换项目提供了可靠的基础. They allow us to progress onto designing, 建筑, 测试和交付用户满意并继续轻松使用的最佳解决方案.
