At the start of a project your client says “We came to you because of your vast knowledge in [technical platform x]”. This gives you an excellent opportunity to educate them on the real reason for why this project will be a success—it is because your hidden strength lies in asking the right questions:
After first use of the new app, what will the user say to her friends about the experience? Why?
Why can’t the user wait to share the details of her completed purchase in the new online store with the rest of the world?
What will the user talk to her co-worker about on her first lunch break after the new intranet has gone live? Why?
Will the user feel empowered after finding what she was looking for on the new web site? Why?
Asking the right questions is another word for user experience design. And user experience design means asking why, a lot.
