Hola đđ»
Iâm still trying out a bunch of different types of content on here to see what works, alas very little of it is getting much in the way of engagement. Â So Iâm going to try some content that, while nobody ever asks me for, I can see thereâs a market for it.
And by market, I mean Iâve not seen anyone else doing it, but know itâs useful.
How do I know itâs useful? Well, every Monday until the start of next month, Iâm teaching two groups of teenagers how to do design thinking. Â While theyâre obviously not my target audience, they are helping me to realise the kind of resources people who have never solved a problem or created something with design methods might need.
Iâve been creating lists of things that I know would make their lives easier (and help me to teach it). Â So as a dry run, I thought Iâd start creating the resources that would be useful. Â These are tools and techniques that Iâve picked up or developed myself, from working in professional design studios for the last 20 years.
A lot of the content that exists out there is either targeted at design / tech professionals or people whoâve worked stuff out themselves and now do it (đȘ đȘ đȘ to the people whoâve worked it out themselves).
Before I dive into the different tools and techniques that we use, and how we use them, Iâm going to give you a run down of what the design process actually looks like. Â We all follow a variation on this process.
Discovery
The design process is usually split into two distinct phases, starting with discovery and moving on to design.
The discovery phase we look at:
- Problems
- The people with the problems
- Why itâs a problem for them
- What causes the problems
Essentially, weâre looking for why these problems are painful for our end user. Â Itâs understanding these pain points that helps us to identify solutions to the pain points.
The key stages in Discovery looks like this
Whatâs the problem youâre trying to solve?
Believe it or not, in most (but not all) design studios we start with a specific problem we want to solve. Â The idea being that if youâre solving a problem, youâre helping to make someoneâs life easier by giving them a solution to that problem.
The problem is usually defined by a Product Manager, or the board. Â Weâre given a problem statement that we subsequently have to pull apart. Â We do that by carrying out research.
Research
There are more flavours to research than you might think, but here are just a few that we might pick at this stage:
- Jobs to be Done (JTBD) - we learn the jobs that people do as part of their day-to-day work or even around the house. The job never changes, how they do it can.
- Journey mapping - understanding the step by step journey someone takes to do something helps us identify causes and trigger points that cause the pain.
- Diary studies - these can inform JTBD data, but largely it gives us a longitudinal understanding of someoneâs day-to-day activities.
- User interviews - we use these to dive into their insights, experiences, frustrations and pain points.
- Competitive analysis - by understanding what others are doing in the market to solve the problem you want to solve, or similar problems you can understand how to give you a market edge. This is one of my fave bits of research, and one Iâve used in creative ways to help clients catapult them ahead of their direct competition (my skills are a sheep-free zone đ)
The broader the types of research you apply, the better youâll be able to help come up with creative solutions to spicy problems.
Research synthesis
When weâve got research, we wring out all the juicy bits to help us move closer to where we should be going. Â We do this in the following ways:
- Empathy mapping - an empathy map allows us to climb into the shoes of the people we want to help. Â It can really help us feel for the people with the problems.
- Personae - a persona is a snap-shot of the person you want to help. Â Although if Iâm being truly honest, most design studios donât like persona because itâs a moment in time and our goal is to create solutions to help evolve that persona. Â Note, in design studios we never call them avatars.
- Journey maps - Journey mapping research gives us the data which we turn into a journey map, it shows how someone moves through a task, a job or an application. Â I love a good journey map, probably because one of my (many đ„Ž) super powers are process flows, logic flows and service blueprints.
- Pain point mapping - by collating all the insights from the research we sort the insights looking for common themes, pain points or problems that we can then solve.
To borrow (and bastardise) a Batman Begins quote, itâs not what weâve got, itâs what we do with the data thatâs important. Youâll notice, for example, that we donât look for problems to fit an existing solution.
Define
Defining what weâre going to focus on comes from all that amazing research. Â We agree (with the people who hold the purse strings), what problem we will focus on and how far we might want to go to solve that problem.
Define can also allow be used to define what a strategy looks like. Â Youâve taken all the data and research, and use to accurately define the direction of travel you want to take things in. Â This is genuinely my favourite part, although Iâve never technically held a job with the title of strategist, strategy is effectively what I do, and what I kick ass at doing.
The way I see strategy is setting the direction of travel to go in, why you should go in that direction and how to do it. Â It brings me so much joy doing this.
We can also define whatâs called the release strategy. Â This is where thin slicing comes in. Â At this stage youâre saying what each slice of the product you want to build, why that makes it a slice, and what signals you might be looking for to allow you to move to the next slice. However, this gets further refined in the ideate stage.
And pause
Thereâs a pause point between the two phases, in large design studios you donât really know itâs there because weâre a perpetual motion engine. Â However, we run design work in what we call sprints. Â In every place Iâve worked as a contractor weâve usually worked in two week design sprints.
At the start of the sprint we agree what our focus will be for that sprint for each team and what weâre aiming to get to at the end of it. Â One block of research can easily take one sprint, but often takes longer.
The pausing allows us to run what we call a retro (short for retrospective). Â We use an hour to look at what went well, what went badly, what weâd like to change and what weâd like to build on. Itâs a chance to discuss spicy topics (like stakeholders who arenât on board with what weâre doing). Done well, theyâre transformational.
Design
This stage is usually the one most people enjoy. Â Itâs the stage where we come up with ideas to solve the problem (the bit I enjoy) and what those ideas end up looking like (the bit I no longer enjoy so much). Â Design has four distinct parts to it:
- Ideate
- Design
- Prototype
- Test
The design phase should work in a loop. Â So youâre constantly designing and refining so that what you release is built on what youâve learned. Â Each incremental (i.e. thin slice) release builds on the previous. Â Giving your end user a better experience. I say should work, because letâs be honest, there are a bunch of products out there where the release is designed to make the experience worse for you.
Ideate
We come up with lots of different ideas of how we could solve the problem. Â No idea is a bad idea. Â We often come up with daftest, most off the wall ideas because in between the chaos is where the great ideas lie. Â The best ideas, like Inception, are the simplest to implement.
Design
What will the thing look like in reality. Â We take the ideas weâve come up with and turn them into something that resembles what weâve thought about. This part is usually the one everyone likes and has an opinion about.
Did you know that these days, design doesnât start with making it look pretty? Most large design studios now have content designers who design the content first. Â Well written content in any product or service is now the standout thing.
Prototype
We the designs and turn them into a prototype.
In terms of something digital, that could be a website or an app. Â We can create these using tools that create clickable prototypes which simulate how the thing works, or by building the front-end code that do something similar.
Think of it like building a set of a room in a studio. Â Done well you canât tell itâs a set, but itâs not the real thing, you canât move throughout the set like itâs a real house.
Test
We then take the prototype back to people who fit our customer profile and ask them to use it. Â We ask them to complete tasks that weâve mapped as being pain points to see if the problem has been solved.
The testing tells us what works, what doesnât, what we need to change and what we need to bin.
Btw, itâs always usability testing, not user testing. Â Weâre testing the product, not the person using it.
Release
Most releases that you work on as a designer are so low key they barely register. Â Occasionally youâll get to work on a big bang launch, but theyâre a lot more stressful (as all eyes are on you). Â Letâs be honest, weâve all pointed and cringed at a launch that has some flaws in it. Â If youâd ever worked on something with so many moving parts youâll know how disheartening it is when someone picks out the flaws instead of the thousands of things that went really well.
Review
What should happen post launch is a review cycle that takes things that are working (so you donât break them) and things that arenât (so you can fix them). Â That doesnât always happen.
Whenever Iâm creating something for myself, Iâm a perpetual loop of learning and adjusting. Â Can you see where I get my thin slicing from?
WHEW! That was a long one.
So hereâs what Iâm going to be doing over the next few weeks (months?!?) is create content that delves into specific areas of research and how to use that research to make better products or services for yourself.
Iâll be adding my secret sauce, my Good Fours, so youâll learn how to work out what good looks like.
If you havenât read about Good Fours yet, check it out next over here đđ»
The Thin Slice - Good Fours
Emma Chittenden âą May 31, 2024
Hola đđ» What does good look like to you, *personally*? I want you to hold that thought for me and let bubble away in your noggin, Iâm coming back to it later.
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Have an awesome weekend people!
Emma