Design is not linear.
I utilize these design thinking principles with every digital problem.
Why do we need to find out what is happening today?
- Learn which personas/archetype are impacted
- Learn pain points
- Learn needs
- Learn about internal journeys
- Learn about user journeys
How do we find out what is happening today?
Interview Internal Teams
Meeting with key stakeholders, SMEs, product and engineering allows us to understand the internal perception and impact of the current and future state.
- Identify and schedule SME test participants
- Build study
- Schedule tests
- Conduct tests
- Synthesize data
- Report findings
As I information gather, I begin defining personas and user journeys.
This method ensures a thorough evaluation that mitigates the risk of re-work.
Web Metrics and Customer Data
- Are there trends in website metrics?
- What does the event-based data tell us?
- Where are we seeing user pathing?
- What are the current key conversion indicators?
- Is there any other customer data?
I begin carving out the user flow to inform user interview questions.
Interview End Users
Taking what I learned from internal interviews, website metrics and user feedback, now I can interview users.
Personas and User Journeys
If personas are already defined, I would refine what we know about the personas and use cases related to the feature, based on what I have gathered thus far.
Considerations when personas are not already defined:
Now, we synthesize what we learned and look for opportunities to build each user journey:
User flows are mapped out to identify the different entry points, possible paths a user takes to complete a task and the different touch points we engage with each persona.
Deliverables when done empathizing and defining:
- Internal feedback and perception
- Data analysis
- Defined personas
- Defined user flow
- Defined user journeys
Next, I look at published research and competitive analysis to bring ideas to the table.
Looking at published UX Research from Nielsen Norman Group as well as Baymard Institute.
I would also look at the Information Architecture, if it makes sense for the problem.
Taking ideas and putting pen to paper...or as the saying goes...
Low-fidelity or high-fidelity wireframes are created either in a collaborative white board setting or in a more formal presentation format. First shared with the project team and key stakeholders then presented to users for testing and feedback.