02

Design Process
 Me
— Me
Quick definition
—1 Design task
Walkthrough

—
2 Product design process

Main topic

—
3 Cynefin framework

Takeaway

— Q&A
www.slido.com #ux-discovery
 Me

Product designer,

DesignOps enthusiast,

Generalist
 UX Design Advanced
Advance your practice - SoftUni course

Quantive.com
Product designer

Leading
designops.bg

UXR Creator
ux.report

Digital Designer
Athlon
Highlights
— VOD platform, 4m users daily
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— Leading a VOD service

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0-1k customers 4m, 60k users 1y

forbes magazine
— Forbes 30 under 30 selection
— Usability checklist for evaluation

uxreport

1k purchases, 10 days
Design tasks
Tackling complex tasks with a positive and
proactive mindset
 · ·
Bugs Improvements New Design
 Bugs
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— Incorrect font sizes or styles

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— Overlapping or hidden elements

uxreport

— Incorrectly displayed content on

different screen sizes or resolutions
 UX Improvements
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— Simplify the sign-up process
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— Improve the speed and performance
forbes magazine
— Improve accessibility
 New innovation initiatives
vplay ro

— Using AI to give users more

personalized experience

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— New fresh notification system

to increase user engagement.

forbes magazine

— User-friendly onboarding process

to increase conversions
 The Crucial
Role of the
Design Process
How Effective Design Strategies Propel
Projects to New Heights
 · ·
Methodology Framework Process
 Methodology
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— Set of principles
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— Agile, Lean, and design thinking
forbes magazine
— Emphasizes philosophy or mindset
 Framework
vplay ro

— Structured approach. Guidelines that can

be used to guide a particular process
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— Lean startup, Design Thinking,

Double Diamond framework

forbes magazine

— Emphasizes tools or steps

 Process
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— A series of actions or steps taken in order to

achieve a particular end

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— e.g. DS Button, drawing a picture,

giving a feedback, user interview etc.

forbes magazine

— Is more specific and concrete than

a methodology or framework
 Sense-making framework

Cynefin framework
How does task complexity influence design?
 Cynefin.io

(kuh-nev-in)

Environment in which you live and to which you are

naturally acclimatised
Prof. Dave Snowden
@snowded
 Domain

Domain Domain Domain

Domain
Double Diamond
 In a nutshell

— DD was created in 2013 by the UK Design Council

— The purpose of the DD is to provide a depiction of

the design workflow

— DD is represented by two diamonds and four

phases

— DD is designed to be high level and It can be used

in many different industries

 In a nutshell
— Framework used by product designers, industrial
designer, AND product mangers
— Designers are not just solution providers, but also
problem-finders
— The importance of both divergence and
convergence in problem solving situations
 Divergent thinking

— Web of connected ideas

— Generating multiple ideas

— Flexibility and iteration

— Removing constraints as opportunities

— Taking risks

— Accepting failure

— Asking "Why not?"

 Convergent thinking

— Linear cognitive approach

— Systematic and focused

— Reducing many ideas into one

— Analytical in nature

— Asking "Why"

— Identifying the best strategy or solution

 1 2

First diamond:
Second diamond:

Defining the right problem Solving that problem in the

right way with high degree of
confidence
 Discovery

— The first phase of a process is similar to design

thinking
— Build empathy for users and stakeholders through
data insights and user research Discovery

— Looking at a variety of large problems and

brainstorming solutions
 Define

— Going from wide to narrow based on the

problem being targeted
— The problem being targeted must be worth
solving or have a level of confidence in being Define
the right one
 Develop

— This phase involves generating ideas and

solutions

— It can be challenging to wait until this

phase to start creating solutions Develop

— It is important not to get stuck on specific

solutions before going through the rest of the
phases

— The focus of this phase is on learning and

iterating on ideas
 Deliver

— The goal of this phase is to hone down everything

into a possible solution.
— The solution should connect back to the question
formed in earlier phases Deliver

— The solution should also connect back to what

was learned through data insights, user research,
testing, and validation with users
— The ultimate objective is to deliver a viable
solution
Pros and Cons
 Pros

— Most well-known and accepted design approaches in practice

— Visual representation that designers can use to show stakeholders

“where” they are

— Helps the team focus at the start of a new feature or project

— Can be used to structure research

— Helps non-designers to be more comfortable with the messy parts of

design

— Open framework and flexible across a variety of project types

 Cons

— With being so well-known there are many remixes out there with added
steps making it more complex or hard to know which is the ‘right’ version
— It’s a simple visual representation of the design approach and doesn’t
give designers any guidance into specific methods or approaches
— It’s more of a map or model, and not meant to be linear, but iterative
— Doesn’t work for innovation-based projects
Companies
Double Diamond Plays
Surveys

NPS

System Usability Scale (SUS)

Stakeholders

interview
Stakeholders are individuals or groups with an
interest in a project or business. Conducting
interviews with stakeholders involves engaging in
structured conversations to gather their
perspectives, expectations, and feedback.

These interviews provide insights into stakeholder

viewpoints, requirements, concerns, and
suggestions, helping inform decision-making and
strategy development.
Objective:


The objective of conducting customer interviews
was to gather feedback regarding the usability of
the Netflix homepage, a video-on-demand
platform. The aim was to identify areas that need
improvement in order to create tasks and
address these issues effectively.

Key Findings:
Performance and Loading Times
A subset of users experienced slow loading
times or performance issues while browsing
the homepage, impacting their overall
experience
Content Discoverability
Users expressed difficulty in discovering
new and personalized content on the
homepage.

Action Plan:


Optimize Performance:

Improve Content Recommendations:

Problem discovery > Metrics

DAU
Problem discovery
Competitive

Analysis
Problem discovery

Metrics
Problem discovery

Heuristic evaluation

&

Usability Expert

Review
Problem discovery

Usability Expert
Review

ISO 9142
Problem discovery How might we turn missing search results
HMW into a benefit?
How might we inspire our users to be more
engaged with...
How might we ensure our apps are as user
friendly as possible?
Implementation brief
Solution discovery

Sketches
Solution discovery

Crazy 8s
Solution discovery

Collaborative

sketching (Design
studio)
Solution discovery

Hi fidelity
prototyping
In-Depth: Lean UX
 Introduction

— The Lean UX Canvas is a method for finding answers and exploring new ideas.

— The method involves eight boxes that teams can fill out together.

— The Lean UX Canvas is suitable for startups and large enterprises.

— It is ideal for working through large chunks of work.

— Remote collaboration is possible, but in-person sessions are preferred.

Business problem

Defining the proble

Understanding KPIs and measured variable
Identifying changes in dat
Recognizing product goal
Assessing the impact of fixing the proble
Focusing on definitions, not solution
Involving all stakeholders for alignment
Box 2: Business Outcomes

Understanding outcome metric (User engagement rate,

Conversion rate, Churn rate, CLV

Leading metrics or data objects (Website traffic, Bounce rate,

Time spent on page, New user sign-ups

Bigger impact across an organizatio

Lagging metrics or KPIs (e.g., revenue, Customer retention rate

Focusing on project-specific outcomes (e.g. increasing user

retention, decreasing app load times...

Avoiding overly large and broad outcomes

Box 3: Users

Build out your personas with your team.

Emphasize three main areas:

• Outline assumptions and validate/discover through research

as a team

• Create a shared understanding of the design target

• You are not the user - even if you consume the product

Personas are never finished and should always be adjusted

with new findings.

Box 4: User Outcomes and Benefits

Focus on user outcomes/benefits and value

for the use
Avoiding solutions in this box
Box 5: Solutions
Emphasizing collaborative design exercise
Inclusive team participation in defining solution idea
Design studio session recommendation
Generating individual idea
Presenting ideas to the tea
Forming groups based on similar concept
Iterating as a grou
Mapping the presented solutions together
Box 6: Hypotheses
We believe we will achieve [this business outcome]

If [these personas]

Attain [this benefit/user outcome]

With [this feature ]

Creating a hypothesis statement with the tea

Using the statement for testing purpose
Introduction of the Hypothesis Prioritization
Canvas
Box 7: What’s the most important thing we need to learn first?

Define your risks and define the most

important lesson needed for learnings for the
test to be successful.
Box 8: What’s the least amount of work we need to do to learn
the next most important thing?

Aiming to build an MVP for new insight

MVPs can be simple, such as paper sketches
Pros and Cons
 Pros

— A perfect way to improve the Agile process and become

more customer-focused

— Embrace failures as learning opportunities

— Aligns the team around the shared customer and business

goals

— The canvas method is fun and insightful

— Outcomes are prioritized over output

 Cons

— Requires knowledge of business key performance indicators (KPIs) and terminology.

— Closely related to the Lean Startup and Agile so may be confused with the two
— Incorporating Lean UX into an Agile world can be complicated as many place
emphasis on delivery not outcomes
— Some people may downplay a canvas as a process
Recap
Cynefin
— Confused, Clear, Complicated, Complex, Chaotic
— Different methods for different tasks
— Framework is not a process
— Best practices, good practices and experiments
 Double diamond
— Four-phase framework
— Discover: Understand the problem
— Define: Establish the challenge
— Develop: Generate potential solutions
— Deliver: Refine and implement solutions
— Divergent and convergent thinking
— User-centred design
— Encourages collaboration
 Lean UX
— User-centered approach
— Collaboration across teams
— Focus on outcomes, not features
— Rapid experimentation
— Iterative design method
— Validated learning
— Minimal viable products
— Continuous improvement
— Flexibility and adaptability
SoftUni Diamond Partners

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