• I remove myself from UX vocabulary and refrain from using words like CTR or optimize or integrate. These are not words that the public would use when they talk about their problems. Empathizing with the user first starts with me empathizing with their language.

  • I fight the temptation of designing for a solution too soon. We often start problems by saying, “I am going to build an app that does (blank).” Already in that statement is an inkling of what the solution is — but what if an app is not the right way? Great designs gets away from trying to already be constrained to a particular solution.

  • I ask, “Why?”. Why does the customer want what they want and feel what they feel? Then I ask why again. Asking why allows me to get at the root cause of what is happening and what needs to be addressed.

  • A good people problem statement can not only solve functional problems like a confusing flow, but it can also solve emotional or social problems. Sometimes people just want to feel like the belong, or feel validated. I enjoy designing to solve multi-layered problems.

My Design Process

I ask three questions.

  1. What people problem are we solving?

  2. How do we know this is a real problem?

  3. And how will we know if we’ve solved it?

Problem Statement

I design with the goal to address a scenario or problem. And I turn a problem into a people-driven problem statement. What goes into creating a problem statement that gives me direction? Here are four key areas:

Problem statement > Research

Multi-strategic methods of research allows me to answer, “Is this problem worth solving?” Does the data show that users want a solution? Or does the problem statement need to be revisited and readjusted to align to what users are saying and feeling? Data is generally catalogued into two key areas:

  • Quantitative user research is the process of collecting and analyzing objective, measurable data from various types of user testing.

    Quantitative data is almost always numerical and focuses on the statistical, mathematical, and computational analysis of data. As the name suggests, quantitative user research aims to produce results that are quantifiable.

  • Qualitative user research is the process of collecting and analyzing non-numerical data in the form of opinions, comments, behaviors, feelings, or motivations. Qualitative data aims to give an in-depth look at human behavioral patterns.

Problem statement > Research > Solution

Data and evidence gathered and synthesized from research informs ideation process. Ideas evolve from sketches into wireframes. Wireframes mature into multi-level fidelity prototypes. But how do we know if I’ve solved the problem? We set measurable goals and metrics to give a criteria for success. Measurable metrics can be organized into two key performance indicators (KPIs):

  • Measured by the following: task success rate, time on task, search vs navigation, and user error rate

  • Using three tools and surveys: System Usability Scale (SUS), Net Promoter Score (NPS), Customer satisfaction (CSAT)

My Design Flow

Discovery

Competitive Analysis

Comparative Analysis

Research Plan

Primary Goals

Define

Empathy Map

User Research

User Persona & Stories

User Flow Diagrams

Ideation

Exploratory Sketching

Wireframes

Feature Discussion

Prototype & Testing

Sketching

Wire-framing

Multi-level Fidelity

Usability Testing

UI Design

Style Guide

Moodboard

High-Fidelity Wireframes

My Tools

Design —

Productivity —

Figma, Adobe Suite, Sketch

Slack, Google, Trello, Asana, Balsamiq, Jira