“It’s all about understanding, not assuming.”

When it comes to great product design, assumptions are the enemy. No wonder, only about 25% of users abandon an app after just one use, which is why understanding true user needs and iterating matters more than gut. Emily believes that if you catch yourself saying, “I assume users will…” then you’re not digging deep enough. A truly exceptional app starts with a solid foundation of research, not gut feelings.

Understanding who your users are - and not just their demographic, but their pain points, their goals, their behaviours - is key to crafting an experience that resonates. But it’s not just about the user; it’s about the business, too. Emily stresses the importance of finding the sweet spot between delivering a seamless user experience and aligning with the business’s goals and KPIs. After all, the app has to help the business succeed, secure the resources it needs to grow, and keep evolving.

Emily’s design philosophy focuses on balancing the needs of both user and business, because without that, no app will succeed in the long run.

And, perhaps most importantly, Emily advises that perfection shouldn’t be the aim in the first release. Start with the core features that solve the primary problem and ensure a positive user experience. After launch, the real work begins: listen to your users, gather feedback, and make iterative improvements. In her words, “An exceptional app isn’t perfect from day one, but it’s always evolving to meet the needs of the users.”

“Design is not just what it looks like and feels like; design is how it works.”

As Head of Digital Product Design, James is all about taking a holistic approach to building exceptional apps. For him, design goes far beyond just creating beautiful interfaces - it’s about creating seamless experiences that make complex processes feel effortless. Every pixel, every interaction, every button is there for a reason, and everything must work in harmony.

James emphasises that a standout app is one that makes the user feel empowered, not frustrated. And the key is simplicity. Simplicity doesn’t mean stripping away essential features - it means removing anything that could stand in the way of a smooth, intuitive experience. In fact, nearly half of users will uninstall an app purely because of poor performance or complicated design - clear simplicity isn’t just elegant, it’s essential. James believes in a user-centric approach that doesn’t compromise on functionality. Every element of design should work together to drive the user towards the ultimate goal: solving their problem in the most efficient way possible.

As part of this philosophy, James stresses the importance of aligning product design with the app’s business objectives. A beautiful app is useless if it doesn’t drive the business forward, and that’s why every design decision should reflect the bigger picture - making sure the app delivers real value for both users and the business. James is passionate about getting design right from the very start - because it’s the foundation upon which a successful app is built.

An exceptional app doesn’t just look great; it’s a well-crafted, user-first experience that blends form and function seamlessly. From understanding the real needs of the user to balancing business objectives with design, our product designers know that every detail matters.

At The Distance, we’re always focused on building apps that make life easier, solve problems, and most importantly - delight users. Want to see how our product design team puts these principles into action? Take a look at our work and discover the difference great design makes.