To empathize with the user, we need to understand user behavior, needs and perspectives. Personas help us break down the information into meaningful pieces for the user. We continuously check the design against behavioral data to ensure value, meaning and clarity are in the interaction.
From many sketches and wireframes, we choose ideas and shape them into visual concepts. Then individual elements are emphasized to make interaction as intuitive and as simple as possible for the users.
Referencing images, colors and fonts to express emotion, we go through several collaborative iterations to create a visual and interactive experience that will be both effective and memorable.
The foundation of design begins with understanding the business objectives, the context, the processes, the data, and the technology constraints. Through research and interviews, we learn and understand the unmet needs of the users and audience, allowing us to design an experience that drives to the end goals.
Observations, personas and customer journeys give us insight and understanding into your users and allow us to identify opportunities to solve for. Continuing to challenge the status quo, we look for patterns to create a POV and from this, we develop detailed task analysis & user stories to make interaction intuitive and meaningful.
This is where it gets deep. We start to brainstorm as a team, thinking like your users, feel their successes and frustrations. Understand their pain points in the product (or website or application) and find the right creative solution for your users. This is where the true experience potential begins to come alive!
We take everything we’ve learned to express ideas--verbally and written--through stories, sketching, wireframes, and paper prototypes. Through collaboration and iterations, we begin to see breakthroughs and start with visual design and interactive prototyping.
Our Solutions Review Board will look at what we've come up with in the previous stages to evaluate the desirability, feasibility, and viability in the market. We determine if the solutions created will move forward and how they fit into the brand, or if we missed anything and need to take a step back.
The most crucial part of the entire process is testing with your users, whether internal or external. Usability testing with small groups allows us to validate our solutions, refine and repeat the process.
Let's get things packaged up, documented and ready to transition into the development cycle. In this phase, we start to bring everything together for the final product; Building out the framework and components, following the brand guidelines to ensure the right voice and tone.
Along with developing the structure and application, other things could include, suggestions, recommendations and next steps. This will allow you to continue to evaluate, learn, create and innovate further.
Embracing "rapid innovation" and incorporating digital design and UX into your brand creates a user perception that sets you apart from your competition.
This is not an IT or an agency-only exercise. Meaningful design means incorporating teams from across your organization into the process, and bridging the gap between business and technology.
Directly impact your bottom line through design & UX innovation that will improve customer engagement and adoption. The solution that is USED, WINS.
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