Design permeates every aspect of our lives. It’s in the toothbrush you reach for in the morning, the cup from which you sip your coffee, the route you take to the office, and even the bedside lamp you switch off at the end of the day. Your daily activities flow smoothly, largely due to the thoughtful design behind the tools and objects you interact with.
Countless anecdotes illustrate how design serves as the bedrock for numerous industries and organizations, profoundly shaping the final products or services they deliver. A dedicated design team forms an integral part of any organization, working hand in hand with other professionals. Experimentation worldwide consistently demonstrates the significant impact of design on the reception of products.
But what exactly is design? At its core, design is about solving problems. It entails creating products or services that align with users’ needs, are intuitive to use, and evoke emotional resonance. Think of the watch passed down to you by your father, or the app you eagerly recommended to a friend. These items hold value because they seamlessly integrate into your life. A beautifully crafted watch not only adds elegance to your attire but also garners admiration from others. Yet, its primary function remains telling time.
However, what happens if you awaken in the dead of night and reach for your watch, only to inadvertently drop it on the floor? This scenario highlights a crucial aspect of design—minimizing friction. Even the most aesthetically pleasing and functional designs can falter if they introduce unnecessary hurdles or complications into users’ lives.
From Cartier Pasha to the Apple Watch
For frequent travelers, adjusting your watch to different time zones can be a recurring inconvenience. But the expectations for what a watch should do extend far beyond simple timekeeping. Manufacturers must continually adapt to meet the evolving needs of consumers. As a result, modern watches offer features like illumination for low-light environments. Rolex, for instance, introduced GMT Master watches tailored to the needs of pilots who regularly traverse international borders. There are timepieces designed specifically for extreme environments, such as those for lunar exploration and deep-sea diving.
Design must keep pace with the ever-changing tastes and requirements of the community it serves. What was once a device solely for telling time has evolved into a multifunctional tool capable of measuring heart rate and much more.
Designing for a System
The impact of design extends far beyond handheld products like wristwatches; it can encompass vast systems such as airports. A compelling example comes from Houston Airport, which faced frequent complaints from passengers about long wait times at baggage claim, averaging around 6-7 minutes. Despite efforts to address the issue by hiring more staff and investing in expensive machinery, the problem persisted.
Finally, the authorities turned to designers to tackle the problem. These designers immersed themselves in the environment, studying the intricacies of the existing system. Through observation, they uncovered the root frustration of users: the annoyance of waiting.
The solution they proposed was remarkably simple yet highly effective, saving significant resources in the process. By increasing the distance to baggage claim, which now takes approximately 6 minutes to walk, the once lengthy wait times were reduced to just 1-2 minutes.
When it comes to developing a digital product, media and communication design play significant roles. Among the major branches of communication design are graphic design, interaction design, retail design, and user experience and user interface design. While most product development phases involve all these branches, user experience design serves as the framework. It guides all other activities based on how the application or program should function.
The experience design
User Experience Design (UXD) is a term coined by the American researcher Don Norman in the early nineties. It refers to the creation of products that are simple, intuitive, and emotionally resonant.
UXD involves designing interactive interfaces for both physical and digital products, including websites, web applications, desktop software, and mobile applications. It encompasses various aspects such as interaction design, information architecture, visual design, usability, and human-computer interaction. As a cross-functional field, UXD aims to help users effectively navigate and address the challenges they encounter when using or interacting with a product.
User experience design follows a structured process with steps such as research, design, content development, user testing, and developing business solutions for the company. Another approach within UX design is Human-Centered Design (HCD), also known as Human-Centered Design. This method of problem-solving is commonly used in design and management frameworks, involving the human perspective in all stages of the problem-solving process. It begins with studying the problem, brainstorming solutions, conceptualizing ideas, developing prototypes, and implementing the final solution.
The Process
There isn’t any defined law for the process involved in User experience. Various industries and firms follow their own methodology of arriving at the solution. However, there are a few important steps that are followed over the course of designing a product.
Research
This involves an extensive study of the specific user group, their behaviours, daily activities, and routines. Usually, research begins by creating a set of questionnaires and having them answered by the user groups. It is advisable to conduct these interviews in the environment where the users actually work. This provides a better understanding of user engagement in specific tasks and allows for firsthand observation.
Conducting User Interviews
To understand users effectively, it is important to allow them to speak freely during their routine activities. This freedom enables them to express their actual pain points, which are crucial for identifying areas of improvement. It is essential to uncover all the pain points associated with their work or processes. These problems can later be sorted based on their priority. Additionally, users may contribute to conceptualizing solutions or provide insights into achieving them.
Creating Surveys
Creating a questionnaire for surveys can be done by referring to relevant websites. However, it’s important not to overwhelm users with too many questions, as this may lead to incorrect or rushed responses. Surveys can be distributed to as many users as possible to gather diverse perspectives on their routines and understand their actual pain points. Surveys offer an advantage for users who may be hesitant to participate in personal interviews.
Ideation
Ideation in design thinking involves several processes. Once user research data and pain points are collected, it’s time to refine and organize them.
User Personas
User personas are archetypal representations of users whose goals and characteristics represent a broader set of users interacting with the product. These personas encompass user groups of varying ages, ethnicities, and knowledge levels. They help cover all categories of users in a demographic area, incorporating their needs, frustrations, social engagements, personality traits, preferences, and choices.
User Journey Mapping
User journey mapping is a technique that visually illustrates the user’s journey with the product. It identifies points of interaction and the emotions involved throughout the product usage roadmap. This aids in improving and optimizing the user experience and identifying potential business opportunities.
User Flow Diagrams
User flow diagrams, generated after identifying end-user needs, help UX teams understand the flow of a website or application. They depict the screens involved, navigation across the application, and the potential for additional pages or screens.
Design
This process involves converting user flow diagrams into high-fidelity wireframes and subsequently into UI design screens. Each step in the user flow is elaborated and converted into detailed screens for the website or application.
UX Wireframing
UX wireframing details the functions of screens involved in the user flow. It determines the placement of buttons, layout of data and information to ensure users can easily comprehend the information without cognitive overload.
UI Designs
UI designs focus on the visual aspects of the screen, including colours, style guides, font sizes, and placement of elements and graphics. Designers typically start with a mood board and then focus on primary, secondary, and tertiary colours. UI design follows defined guidelines for consistency throughout the application or website, known as a style guide, which specifies button sizes, font hierarchies, and colour schemes.
Testing
Once the UI designs are ready, it is vital to test them with actual users. This is because these users have better insights and judgment capabilities compared to the team that designed the product. As designers, we may be biased, believing that we have developed the product with the utmost quality and functionality. However, during actual user testing, real users may uncover aspects of quality or functionality that we overlooked. This process provides us with the opportunity to improve and deliver products with the best possible user experience.
Figma is one of the most widely used design tools in the industry. It offers the ability to prototype and simulate applications, allowing users to navigate from one screen to another. This enables end users to identify any discrepancies in the flow or potential use cases that the team may have overlooked.
Conclusion
The design process should never be considered linear, as various steps are revisited multiple times for constant iteration. This iterative approach helps refine the product or service’s user experience, making it easier to use. The testing phase is particularly crucial as it helps uncover use cases that the designer may not have foreseen during the initial stages of the process.
