To design a good product, focus less on the problem being solved and more on the people being served.
People perceive the world differently to the way you do,
so the way they use your product will not be what you expect. This is why I follow a process of discover, define and deliver.
Understand the Audience
Tastes & opinions
Their brand preferences, income and media subscriptions
Cultural background
How they interpret semantics, symbols and colours
Goals & motivations
What they want to achieve and why
Knowledge & expertise
Their profession, experience and technical ability
Language & location
Their native tongue and environmental context
Define the Objectives
State an ultimate goal
e.g. Grow eCommerce department revenue over 12 months
Plan how to achieve it
Work backwards from the ultimate goal, thinking about ways to contribute towards achieving it. e.g. Increase web traffic, improve conversion rate, optimise pricing
Measure for success
Choose which metrics to monitor effectiveness
Design the Solution
Sketch concepts
Rapidly iterate ideas using pen and paper
Prototype
Develop the concept into a usable prototype
Test & improve
Observe people's interactions and adjust the design
Visual Design
Create a user interface that follows a consistent design system
