Here, Halo<\/u><\/a>‘s technical director Alex Martin and senior UX\/UI designer Tim Banks reveal how the studio stays ahead of the curve when it comes to new technologies, and share some best-practice user experience<\/u><\/a> design advice (scroll down to watch the video).<\/p>\n \u201cData can drive you in certain directions, but it won\u2019t show you if there\u2019s a big idea,\u201d says Tim Banks.<\/p>\n \u201cIf you want to change something radically, it\u2019s hard to have data to hand beforehand. Sometimes you need to do more testing afterwards, to go, \u2018You\u2019ve had this hypothesis, let\u2019s actually test it to see if it works in a real\u00a0environment.\u2019\u201d<\/p>\n ?The classic quote from Henry Ford, inventor of the motor car \u2013 \u201cIf I asked people what they\u2019d wanted, they\u2019d have said faster horses\u201d \u2013 applies to modern innovation, too.<\/p>\n \u201cYou\u2019ve got to go with your gut at first \u2013 testing comes\u00a0after,\u201d insists Alex Martin. \u201cUser research can be overwhelming,\u00a0and\u00a0you\u2019ll just give them ?a better version of what they\u2019ve got, rather than something new and fresh that\u2019ll actually make a\u00a0difference.\u201d<\/p>\n \u201cStrip out everything you don\u2019t need, and give people the clearest and most straightforward journey you can,\u201d is Martin\u2019s advice. \u201cSometimes the UX is great to start with, but\u00a0people mess up on content.\u201d<\/p>\n As the old adage goes, content is king ?\u2013 so don\u2019t make it an afterthought. \u201cYou see designs that have been made without any idea of what content will go into them. That\u2019s a big failing,\u201d argues Banks.<\/p>\n \u201cAs developers, we need to be careful not\u00a0to put in things just to keep ourselves amused. We\u2019re all\u00a0guilty of that,\u201d warns Martin. \u201cThere\u2019s no\u00a0point just changing it ?up unless there\u2019s good reason.\u201d<\/p>\n This article originally appeared in issue 269 of <\/em>Computer Arts<\/em><\/a> magazine. <\/em>Buy it now<\/em><\/a>.<\/em><\/p>\n Read more:\u00a0<\/strong><\/p>\n Powered by WPeMatico<\/a><\/small><\/p>\n","protected":false},"excerpt":{"rendered":" Digital innovation doesn’t have to mean ripping up the rule book \u2013 it can involve trusting your gut and paring things back to the essentials.\u00a0 Get Adobe Creative Cloud Here, Halo‘s technical director Alex Martin and senior UX\/UI designer Tim Banks reveal how the studio stays ahead of the curve when it comes to new… Read the full article…<\/a><\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[],"tags":[],"class_list":["post-41560","post","type-post","status-publish","format-standard","hentry"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t01. Focus on the big idea<\/h3>\n
![](\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2017\/10\/kp5cMd9xYeXSrLdPGLnECG.jpg?w=900\")
<\/p>02. Don\u2019t lean too hard on research<\/h3>\n
03. Keep it as simple as possible<\/h3>\n
![](\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2017\/10\/WceXqmEoNEXh7oAqfeCUAG.jpg?w=900\")
<\/p>04. Consider content from the outset<\/h3>\n
05. Avoid gilding the lily<\/h3>\n
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