Assumptions are dangerous both for designers and managers. It’s not about what we don’t know, but what we think we know. We might hold our own idea beforehand, about what we might interact with the product ourselves. Then we design based on our own mental models. While in reality, it doesn’t matter what we think. It’s about what users do.
Some tips for avoiding making assumptions before design that I personally follow:
Other than the basic research about how the company’s business work, research about what problems users might encounter in their digital experience. Do online ethnography by reading users’ comments, discussions or even review videos.
Ask the business managers about their insights before making decisions. Jump out to see the bigger picture.
They say you know something the least when you are right inside of it. Find a fresher eye to walk through the design. Test with real and actual users.