Is the User First in Your Thinking?

Is the User first in your thinking?

I once joined a failing project for a large card payment provider who were trying to create an application system to allow SMEs to apply for a merchant account and card machine. 

The User was forced to go through a lengthy process of providing data about themselves and their business before they were told whether they had been accepted or not. Dozens of pages had to be completed only for the majority to then find out that they had been declined or referred. That is of course if the process didn’t crash or time out first!

I challenged the logic of this and queried why a quick check routine wasn’t included. A few key questions could have been asked upfront to determine the potential outcome before the user was asked to complete the application process. 

The powers that be had decided against this approach. They were focussed on what worked for them and not what was best for the user. 

Needless to say the project bombed. The whole solution was pulled after close to a million pounds had been spent. 

The User is the most important element of your system. If it isn’t designed for them then it is not going to be successful full stop. 

Just saw an advert for a new credit card. Quick check process!