Set Clear Goals
As designers, it’s imperative we understand why we are creating a product for both the business we are building it with and the end-users we are creating it for. There should be a clear business KPI and user problem you are trying to solve. Without these goals to lead the experience, the interface loses focus, which, ultimately, results in a product that doesn’t achieve anything for anyone.
Of course, user research and workshop techniques should be used to ensure you aim in the right direction!