My design process

Research

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
 
  Brand preferences, income and media subscriptions
 
Cultural background
 
The interpretation of semantics, symbols and colours 

  Goals & motivations
 
Desires, aims etc. and the reason behind their existence

  Knowledge & expertise
 
People's professions, education and life experiences
 
Language & location
 
People's native tongue and their 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