Starts with user research (inteviews, contextual inquiry, artifact research), working in the user’s environment where possible. We then distill findings into actionable tests.
Waiting for feedback on a feature after you ship it is too late. I use low-cost prototypes to test concepts with users before ever writing a line of code.
Work does not stop once the feature is shipped. I measure usage and retention statistics to ensure people are getting value from what we’ve built.