I prefer to work lean; implementing learnings gained through continuous experimentation and real user understanding.
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The right product, the right features, for the right reasons.
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Below are some of the techniques I use.
Define
Empathize with users and determine what problem you are trying to solve.
Surveys & Questionnaires
Using online tools is a low-cost way to gather a range of data on users, assumptions, product environment, functionality etc. Approach varies depending on product type, but the key lies in the questions and how they are asked.
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Personnas
Personas are one of the best ways to keep the user in the room (literally, pinned to the office wall). Persona v1's are what we think we know. From here we mature them as we gather user data through the project lifecycle.
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Affinity Diagrams
When it comes to categorizing qualitative user data, nothing is obvious. Affinity mapping brings design, research, and product teams one step closer to synthesizing qualitative data – from multiple sources – into one, actionable visual.
Competitor Analysis
A targeted competitor analysis process, where competitors are rated on specific criteria directly related to product assumptions and strategy. Understanding competitor strengths and weaknesses is an important outcome of this process.
User Flows
Understanding how your users currently, and ideally flow through your site is critical. I map the entry, exit, conversion, decision points etc using post-its, sketches or hi-fidelity diagrams.
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Stakeholder Interviews
One of my key roles is to balance the needs of the business with those of the user. In understanding what the business is trying to achieve I can
Ideate
Be bold, be curious, and challenge commonly held beliefs.
Virtual Whiteboarding
Using online tools is a low-cost way to gather a range of data on users, assumptions, product environment, functionality etc. Approach varies depending on product type (new startup or new functionality development etc).
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Content Strategy
Depending on the type of product and team, as both UX and Creative Director, I develop marketing messages with the marketing team. Aligning the product UX with the product sales pitch is critical.
Team Brainstorming
A targeted competitor analysis process, where competitors are rated on specific criteria directly related to product assumptions and strategy. Understanding competitor strengths and weaknesses is an important outcome of this process.
Information Architecture
This diagram is the comprehensive floor plan of the experience. Products are made and broken based on a good information architecture. My preferred creation tools are Pen and Paper, Mindnode or Omnigraffle.
User Test
Users are the single most powerful resource we have for creating successful, enjoyable, satisfying user experiences
Moderated Testing
Getting users to complete specific tasks and getting their feedback (both active and through passive observation) provides valuable qualitative (and quantitative) usage data. These days most of this is remote through Teams.
Testflight / AppCenter
Focus groups and in-house testing of mobile apps is done through testflight for iOS devices and AppCenter for Android devices. Feedback / bugs are triaged and sent to the engineering team.
Remote Testing
Remote testing tools offer a cost-effective, data-rich resource for usability testing wireframes, prototypes, designs and copy. Usertesting.com and Helio are tools I use here, but there are several options.
Screen Recordings
For AB tests or items released in to production, one of the best ways to gather feedback is to see how real users are interacting with the product in the 'wild'. I use Fullstory for screen recordings and Heap for data analytics on the "why" behind user behavior.
Prototype
Build a version of the product to test your key assumptions (aka. functionality)
Content Strategy
UX Writing and an overall content strategy have never been more important. I work with copy writers to map out product content from copy, to images and video and social network content. Having the right content, at the right time, is critical.
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Hi-Def Wireframes
Hi-def wireframes work extremely well for life-size layout development. Building fast on lo-def wireframes in Adobe XD we can incorporate learnings from usability testing to build hi-def prototypes.
Lo-Def Wireframes
Lo-def wireframes are the first prototype draft. Before heavily investing in visuals I prefer to ensure the functionality and interactions are working for users. Once established, we can focus on hi-def wireframes.
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Development Hand-off
Depending on the project, I hand off development versions of prototypes that outline interactions as well as visuals. If necessary, we build prototypes in InVision, but mostly choose to do a developer hand off within Adobe XD or Figma.
Build & Deploy
Release the MVP with enough user-input to be confident, and enough uncertainty to be excited
Detailed User Journeys
The prioritized user stories that we're supporting within the product need to be developed to a high level of detail, minimizing any ambiguity for the developers and content creators.
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Build Collaboration
Hi-def wireframes work extremely well for life-size layout development. Building fast on lo-def wireframes in Adobe XD we can incorporate learnings from usability testing to build hi-def prototypes.
Responsive Specification
The majority of traffic occurs on mobile. With many different screen sizes and devices in play, a responsive frontend accounts for the majority of coding issues. Different devices used in different contexts create a range of new and adapted user-stories. Prioritizing and solving these is important.
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User Acceptance Testing
I collaborate closely with engineers and, together with other key stakeholders, provide user acceptance testing on all products. Alignment on what to present to the user and when we have an MVP is critical for success.
Analyze & Iterate
Track and analyze the right metrics to feedback in to future product iterations
Analytics
Capturing the right behavioral, attitudinal, and satisfaction metrics are important to understand how users interact with your product. Abandonment rate, rage clicks, task success, task time, AOV, CVR, CSAT, NPS, SUS, are just a few of the metrics I use.
Contextual Inquiry
What users say they do, and what they actually do, don't always align. Observing and learning from how user's user your product in real-time, in real-context can provide critical data for the UX design process.
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