Design Process
Kick-Off
• Conduct Business Stakeholder Interviews to find out the business vision, goals, plans, brief scope and resources. • Drive and facilitate design kick-off workshop with the team and stakeholders to understand various problems to solve from the user, business, and tech perspectives based on what we know now. • Utilise Project Canvas to provide a simplified project overview by outlining Proposition, Audience, Vision, Goals, Challenges, Stakeholders, Approach, Outcomes, Scope, Team, Activities, and Metrics. • Communicate the UX strategy and plans to the team.
Discovery
• Conduct user research to gain a deep understanding of target audiences, their needs, and pain points. • Carry out market research and competitor analysis to identify new opportunities for designs or feature visions. • Perform a heuristic review of the current designs and the user journeys if applicable to identify problems, unmet needs, and opportunities. • Gather analytics if available to uncover problems and opportunities and to inform design decisions.
Define
• Establish user profiles/personas based on user research. • Create Empathy Maps based on what they Say, Think (users’ thoughts, motivations, and needs), Do (typical or observed user behaviours and actions) and Feel. • Create Experience Journey Map to understand and define users’ pain points, touchpoints, emotions, etc. • Drive and facilitate the Define Design workshop to group identified problems, and opportunities, and prioritise them with the team. • Utilise various ideation techniques such as How Might We, Crazy 8, SCAMPER, etc., during the Ideation Design workshops to generate ideas and establish assumptions. • Establish Epics and Stories by applying Jobs To Be Done to focus on the outcomes.
Design
• Structure information architecture to optimise user flow and findability. • Design clear and logical navigation systems that enable users to navigate and access the features and functionalities easily. • Apply best practice human-centered UX laws such as Miller’s Law, Hick’s Law, Fitts’s Law, Jacob’s Law, etc., while creating design solutions. • Utilise behavioural science to create effective UX content and design. • Create UX content including error messages that are clearly and easily understood and aligned with the brand personality and tone of voice. • Create low-fidelity designs in preparation for user testing. • Consult the development team to ensure the feasibility of the designs.
Test
• Conduct moderated and/or unmoderated user testing to gather qualitative and quantitative data. • Outline the testing objectives, select the appropriate testing methods (interview, card sorting, click test, think out loud, survey, preference, etc.), and write detailed testing scripts accordingly. • Build prototypes to validate or invalidate the assumptions. • Analyse/synthesise user feedback, behaviour, data, and create the result report. • Play back the testing results and findings and discuss them with the team. • Iterate designs accordingly to enhance the user experience and retest to validate the iterated designs.
Deliver
• Ensure that the end-to-end user experience design and information are Useful, Usable, Desirable, Findable, Accessible and Credible. • Create delightful and cohesive high-fidelity interfaces that align with the design system and brand identity. • Provide implementation guidance to developers to ensure intended experiences are carried through at the highest quality. • Collaborate with the relevant team to make sure the launch and support communications are coherent with the design. • Present and communicate the work to the wider organisation throughout. • Monitor and measure the success metrics and iterate design solutions from the learnings.