Here is a step by step guide to my UX process for executing ways to improve or create a product, service or feature.
Begin by clearly stating the initial problem or opportunity. The problem or opportunity could have been found through competitor analysis, market research, user interviews, user testing, surveys, analytical data, competitor analysis, internal ideation and testing or a combination of all of these and more.
For the purpose of this guide, we will use the example:
"We've seen in user testing that novice users are struggling to find the right product, we need to improve the ease of use to help them convert."
By outlining the initial problem as what, where and who you just need to find the strong why and explain the how.
To start, setting a goal should to should be your proiority. Using as much data as possible, It should set a concise, stretching but achievable goal that is easy to understand and to follow. You will use this throughout the project to ensure that you are on track and to keep the work on course.
Leaning back into the problem statement example we used earlier, we could set the goal as
"Increase conversion rate by 20% for novice users"
From now on, all ideas should be tested against this goal. If they don't help achieve the goal, they should be deprioritised. While a clear goal is essential, allowing room for iteration based on user feedback can enhance adaptability and improve the final outcome so don't be afraid to change your mind.
This phase is about generating and exploring multiple solutions to the problem based on the research insights. Speed and volume are often key, it's about exploring breadth before depth. Theres is no bad ideas here, just ideas that are not good enough to move forward in this instance. Often, an idea that isn't good enough to move forward in this instance, will be good enough to move forward in the next instance, and it generates a lot of ideas that could lead to a solution.
Using the North Star goal to stay focused, I begin ideating through quick, low-fidelity methods. This helps avoid over-investing in a single direction too early.
The goal is to produce a range of viable directions that can be tested or developed further. Capturing the evolution of ideas and the rationale behind decisions can be valuable for future reference also.
Once initial concepts are formed, it's time to test assumptions, validate flows, and uncover usability issues before committing to polished design. Including a broader range of user demographics can uncover varied insights and ensure inclusivity.
Validation here ensures we're on the right track, with real users guiding the path forward.
At this stage, designs become more polished and closer to the final product. Visual design, branding, accessibility, and micro-interactions all come into play.
This is where the design process really comes to life, and the design is refined to be the best it can be. Conducting specific tests to ensure designs meet accessibility standards can further enhance user inclusivity.
A successful handoff means no surprises for developers and no loss in design fidelity through translation. I prioritise clear communication and accessible documentation.
It's a collaborative and iterative effort not a "Your problem now" approach with development.
This is where the results of the project come to life, and we evaluate how well the problem was solved.
It's important to reflect on the project and share what you've learned. This will help you improve your process and avoid making the same mistakes in the future.