As designers of web applications, it's vital that we understand and incorporate the user's context when considering how to provide the best experience for them. The user's context is the situation and mindset they're in while trying to accomplish a goal. By developing scenarios or stories to describe the real life situations users are in, you will begin to understand what they want and need for a given time and place.
I will show you a simple yet profound exercise to remove the mystery from your process. This exercise will provide valuable insight as you determine the best experience to provide for the user to help them accomplish their goals. Understanding the context scenarios of the people using your product will directly impact what content and functionality you serve them.