Anukriti Roy advocates for a big-picture approach to user experience design. She explains that focusing too narrowly on individual features can lead to shallow solutions while understanding the larger purpose of a product—why it exists and the problems it solves—creates more impactful and meaningful designs.
She introduces the “Jobs to Be Done” framework, which encourages designers to uncover the core tasks for which users turn to a product. By understanding users’ deeper needs and motivations, designers can create solutions that not only solve real problems but also align with business goals. Roy stresses the importance of starting with a clear “why” behind design decisions, profoundly engaging with users, tracking success with meaningful metrics, and being willing to say “no” to features that don’t provide true value.
With product thinking, designers can avoid unnecessary features, collaborate more effectively with product teams, and build focused, efficient products that truly connect with users.
