Design without process is merely arts and crafts.
By utilizing an organized and flexible design process, we can ensure that the best solution is applied to the correct problem.
Far too often the core problem to be solved is assumed or, worse, dictated by stakeholders and passed down the chain of command (much like a game of telephone). This can only lead to the wrong team wasting your time and money in attempts to solve the wrong problem.
Process
Each engagement requires a custom-tailored process, as problem solving is not “one size fits all.” Any combination of the following steps will be employed based on the task at hand.
Kickoff
Time for the team to conduct introductions, establish decision-makers, and align on goals and objectives. Aligning on a communication plan and meeting cadence is also critical at this point.
Discovery
This stage is arguably the most critical step in the process. We get to the heart of what the experience is meant to be, what users are saying it is, and what the business hopes it will become.
Analyze
With all of the preliminary info extracted and compiled, hypotheses and conceptualizations begin to surface. What is known sheds light on what is unknown. What is unknown begs to be unearthed.
Design
Form and function coalesce to give shape to the new or enhanced experience.
Validation
Even the greatest design is a hypothesis. The hypothesis may have been informed by data and experience, but once it is put in the hands of the end-users it must be tested.
Optimization
Findings from validation are used to fuel the next iteration of the product. The life cycle should be continuous as there are always new insights and opportunities to improve.