During the course of my career, I have found that incorporating the steps of the following process (as applicable), has tremendously helped with my success. However, the techniques I utilize for each project vary depending on (1) whether the product is an existing product or a new product; and (2) the deadlines, budget and scope of the project. Each step of this process is cumbersome in nature and could have a whole page or even a book dedicated specifically to it; but rather than going into great detail, I am going to give you a brief synopsis.
Understanding the product vision is essential to the process. When I first start working on a product, new or existing, it is imperative that I understand the problem it is solving and who will benefit from solving the problem.
As with every product or service, the best offering comes from carefully identifying the target audience, their needs, and their wants. The research portion of the project begins with a research plan and strategy.
Once the research is complete, it is time to analyze. The research results help us to make informed decisions on the information architecture and overall scope of the project. Instead of making assumptions about what our target audience wants, we do the preliminary research to mitigate the risks associated with assumptions.
I present the research results to the stakeholders and work with them in order to clearly and accurately define our direction. There are a number of exercises that can be utilized to accomplish this:
Exercises
Based on the results of the defining exercises and research, I then incorporate all of the information into a single document, sometimes referred to as a “Manifesto” or “Creative Brief.” This document can contain a product overview, proto-personas, user stories, mental modals, task analysis and a competitive analysis.
Once the job has been clearly defined and all the necessary preparation has been completed, the design process can fully begin.
Quick sketches and wireframes are done at this point. I like to check in with the stakeholders and the development team to review before a prototype is created.
When designing, I take into consideration whether or not the product is an existing product, if it is an existing product, l will create an audit of current design components; and if it is a new product, I will create a style guide of components based on the design.
Prototyping is critical for effectively communicating the overall design to the stakeholders and the participants of the usability studies. Based on the qualitative data gathered from both the stakeholders and the usability studies, I iterate on the design as necessary.
At this point, the product design is ready to be handed off to the development team. However, I continue to work with the development team as much as needed to ensure it is implemented as expected.
I now approach every product as an opportunity to use this strategy and have found that the more I use it, the better results I get.
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