Part of starting every project comes down to understanding the problem, need, or opportunity. Before ideas are formed and concepts are conceived we need to understand our users and their needs.  By researching the users, either through surveys, interviews, or existing product feedback, usage analytics, and contextual inquiry, we can begin to understand what problem(s) the design needs to solve.  Also, by conducting competitive research we can learn what others in the industry are doing well but we may also discover a gap or niche need that isn’t being met.

Using what we have learned in the research phase, we can analyze the deeper meaning behind the quantitative and qualitative results.  We are now taking the “what” and the “why”, measuring the results to discover any patterns, correlations, or commonalities, and then distilling the data to formulate our key findings.  Leveraging this information, we can accurately pull the “big picture” into sharp focus. Knowing what the users’ needs are, and how they interact with the product or environment gives us the ability to create maps of the user’s journey with greater empathy.  We can develop personas to represent a multitude of very specific and realistic needs that will guide us as we begin to conceptualize our design.

From the initial idea, cemented and held up by user research and analysis, the creation of a design can begin.  Starting with a concept sketch, either on paper or by creating simple wireframes digitally, the process then moves to a rapid series of low-fidelity prototypes evolving to high-fidelity product designs.  No matter what Agile methodology you are using, from Kanban, Scrum, XP, FDD, DSDM, Crystal, or Lean, these development processes allow several iterations of designs to be created with speed and agility, hence the name.

So we are done with the design. We’re finished right?!  Not by a long shot.  No design is perfect and no matter how thoughtful, empathetic, or experienced we might be in creating high-quality end products, there is no substitute for gaining further insight from user testing and feedback.  By conducting usability evaluations, observing hands-on product tests and task-flows, and listening to user feedback we can once again gather essential data (as we did in the research phase), to further develop our design and make improvements to create a better user experience.

Does it work?  That’s the ultimate question every designer has after creating a product whether it be a better kitchen knife, new iOS app, or website.  Through rigorous testing and analyzing feedback gathered in the previous step, the design team and developers can determine what works well, what doesn’t work, and also, maybe even discover that their customers are using their product in ways they didn’t even realize was possible.  Ever continuing to refine the product, through iteration so that the design can better suit the end-user, is the way innovation happens.