The term users is a curious one. It’s become the default for describing people who engage with digital services, yet it’s strangely impersonal. We don’t call drivers car-users or cyclists cycle-users, but in tech, the word has stuck - perhaps because digital interaction spans such a wide range of behaviours, from paying bills to streaming films to scrolling social feeds.
Despite that diversity, one principle holds: great digital teams don’t design for users as a concept - they design for people.
They avoid assumptions about individual needs and take time to understand goals, behaviours, and context. But when you zoom out from individuals to look at patterns across large audiences, three clear truths emerge. Digitally mature organisations don’t just know these truths - they believe in them, and they act on them.
1. Users are impatient - always
Digital products that succeed start with a simple assumption: people do not like to wait.
They expect speed. They expect responsiveness. And they have little tolerance for friction.
That’s why:
- Google penalises mobile sites that load slowly
- Amazon chooses speed and structure over visual flair
- GOV.UK keeps its experience intentionally simple and fast
These aren’t stylistic choices. They’re strategic ones. Because a digital experience cannot be both slow and good. Delay breaks trust - and attention is hard to win back.
There’s a powerful analogy in the car rental sector of the 1970s. Amid fierce competition, brands discovered that the biggest driver of customer satisfaction wasn’t vehicle choice or perks, it was how fast someone got their keys. Time mattered more than anything else.
Today’s users think the same way: “You can have my attention - but only if you don’t waste my time.”
2. The balance of power has shifted
A generation ago, companies had more knowledge than their customers. Sellers controlled the message, and buyers relied on what they were told.
That era is over.
Now, the power lies with the people using your service. With a smartphone and a search bar, they can uncover real stories, explore alternatives, and judge for themselves. Reviews, comparison tools, social sentiment, every channel is a window into your reputation.
And algorithms reinforce this shift:
- Search engines elevate relevance over branding
- Social platforms amplify authentic experiences over polished claims
For digitally mature teams, this changes everything. Customer experience isn’t a support function, it’s the brand. Service isn’t something added on, it’s the standard users expect.
In this environment, trust isn’t built by saying the right thing. It’s earned by doing the right thing, consistently.
3. Users prioritise utility over novelty
Innovation means little if it doesn’t help people do something better.
Many of the technologies we now take for granted - text messaging, online banking, even mobile checkouts - weren’t celebrated for their novelty. They became essential because they were useful. They helped people do what they already wanted to do, more easily.
The same holds true today.
While it’s tempting to chase emerging features or design trends, digitally confident teams stay focused on something far more powerful: helping people complete tasks, solve problems, and move forward with ease.
If something doesn’t support that outcome, it’s a distraction. Simplicity and clarity aren’t compromises - they’re competitive advantages.
And the benchmark keeps rising. Users no longer compare your experience to the last business in your sector. They compare it to the best digital experience they’ve had anywhere - whether that’s Amazon, Monzo, or Google.
The most effective digital teams believe three things:
- People value their time.
- They expect control.
- They choose what’s useful.
These beliefs aren’t preferences - they’re principles. And they guide how services are built, tested, improved and scaled.
You don’t get to decide whether they’re true.
You only get to decide whether you design like you believe them.
