1.
Hello!
My name is Kaja.
I’m a UX Designer at Growbots.

2.
SKIPPING THE DISCOVERY PHASE
How to design a wrong solution for the wrong problem.

3.
LET ME TELL YOU A SHORT
STORY ABOUT BAD PRODUCTS…
1_

4.
Fitbit – period tracking feature

5.
LIP BALM

6.
LIP BALM + TASTE + SMELL =

7.
LIP BALM + CHEETOS TASTE + CHEETOS SMELL = ???

8.
2_ DESIGN PROCESS

9.
DISCOVER
Problem
Problem
definition
Solution
DEFINE DEVELOP DELIVER

10.
DISCOVER
Problem
Problem
definition
Solution
DEFINE DEVELOP DELIVER

11.
2_ DISCOVERY PHASE

12.
DISCOVERY PHASE
Discovery is an information-gathering process meant to
dig deep into the details of what is important to a client's
business, target audience, and industry.

13.
DON’T FORGET ABOUT BUSINESS AND TECHNOLOGY

14.
DISCOVER
+
DEFINE
DEVELOP
+
DELIVER
DEFINITION:

15.
DISCOVER
+
DEFINE
DEVELOP
+
DELIVER
HOW IT USUALLY IS:

16.
DISCOVER
+
DEFINE
DEVELOP
+
DELIVER
HOW IT SHOULD BE:

17.
GET THIS WRONG…

18.
…AND DELIVER NO REAL VALUE

19.
BAD UX DESIGNER

20.
BAD UX DESIGNER GOOD UX DESIGNER

21.
WHY IT’S MISSING
1. No understanding of the importance of this phase = not
enough time or resources devoted to it
2. Common belief among teams (sometimes including designers) -
“We know that…, I think…”
3. Laziness.

22.
WHY IT’S MISSING
1. No understanding of the importance of this phase = not enough
time or resources devoted to it
2. Common belief among teams (sometimes including designers)
- “We know that…, I think…”
3. Laziness.

23.
WE THINK…

24.
WHY IT’S MISSING
1. No understanding of the importance of this phase = not enough
time or resources devoted to it
2. Common belief among teams (sometimes including designers) -
“We know that…, I think…”
3. Laziness.

25.
Among many project managers the discovery phase
may be seen as unnecessary extension of the process
and waste of money.
However, they often regret this mistake very quickly.

26.
DISCOVERY PHASE DONE WRONG
1. Too much focus on quantitative data
2. Skewed opinions (e.g. from one users group only or from people
within the company)
3. Generating ideas too early (and sticking to them later)
4. No in-depth analysis of a target group (too general persona)
5. Forgetting about the business and technology side of the
discovery
6. …no discovery phase at all.

27.
DISCOVERY PHASE DONE WRONG
1. Too much focus on quantitative data
2. Skewed opinions (e.g. from one users group only or from
people within the company)
3. Generating ideas too early (and sticking to them later)
4. No in-depth analysis of a target group (too general persona)
5. Forgetting about the business and technology side of the
discovery
6. …no discovery phase at all.

28.
DISCOVERY PHASE DONE WRONG
1. Too much focus on quantitative data
2. Skewed opinions (e.g. from one users group only or from people
within the company)
3. Generating ideas too early (and sticking to them later)
4. No in-depth analysis of a target group (too general persona)
5. Forgetting about the business and technology side of the
discovery
6. …no discovery phase at all.

29.
DISCOVERY PHASE DONE WRONG
1. Too much focus on quantitative data
2. Skewed opinions (e.g. from one users group only or from people
within the company)
3. Generating ideas too early (and sticking to them later)
4. No in-depth analysis of a target group (too general persona)
5. Forgetting about the business and technology side of the
discovery
6. …no discovery phase at all.

30.
DISCOVERY PHASE DONE WRONG
1. Too much focus on quantitative data
2. Skewed opinions (e.g. from one users group only or from people
within the company)
3. Generating ideas too early (and sticking to them later)
4. No in-depth analysis of a target group (too general persona)
5. Forgetting about the business and technology side of the
discovery
6. …no discovery phase at all.

31.
DISCOVERY PHASE DONE WRONG
1. Too much focus on quantitative data
2. Skewed opinions (e.g. from one users group only or from people
within the company)
3. Generating ideas too early (and sticking to them later)
4. No in-depth analysis of a target group (too general persona)
5. Forgetting about the business and technology side of the
discovery
6. …no discovery phase at all.

32.
BUT THERE’S ANOTHER PROBLEM TOO…

33.
BUT THERE’S ANOTHER PROBLEM TOO…
YOU

34.
BUT THERE’S ANOTHER PROBLEM TOO…
YOU

35.
COGNITIVE BIAS

36.
COGNITIVE BIAS
A cognitive bias is a mistake in reasoning, evaluating,
remembering, or other cognitive process, often occurring
as a result of holding onto one's preferences and beliefs
regardless of contrary information.

37.
5_ SO… NOW WHAT?

38.
1_ Build awaraness in the organization

39.
2_ Put real time and effort into discovery

40.
3_ Be a scientist

41.
4_ Ask open-ended questions

42.
5_ Remember about cognitive biases

43.
5_ Remember about cognitive biases
…BUT DON’T END UP LIKE DON QUIXOTE

44.
6_ Bring different perspectives

45.
7_ Don’t generate ideas too early

46.
DISCOVERY PHASE - ACTIVITIES
1. Define who your users or potential users are
2. Assess any user feedback or analytics
3. Conduct a competitive analysis
4. If you have a current experience, identify gaps
5. Review your technology environment
6. Ask those people in your organization who have a vested interest in the
experience to specify their requirements.
7. Ensure that all stakeholders agree with the final list of needs, requirements,
and findings

47.
DISCOVERY PHASE - ACTIVITIES
1. Define who your users or potential users are
2. Assess any user feedback or analytics
3. Conduct a competitive analysis
4. If you have a current experience, identify gaps
5. Review your technology environment
6. Ask those people in your organization who have a vested interest in the
experience to specify their requirements.
7. Ensure that all stakeholders agree with the final list of needs, requirements,
and findings

48.
DISCOVERY PHASE - ACTIVITIES
1. Define who your users or potential users are
2. Assess any user feedback or analytics
3. Conduct a competitive analysis
4. If you have a current experience, identify gaps
5. Review your technology environment
6. Ask those people in your organization who have a vested interest in the
experience to specify their requirements.
7. Ensure that all stakeholders agree with the final list of needs, requirements,
and findings

49.
DISCOVERY PHASE - ACTIVITIES
1. Define who your users or potential users are
2. Assess any user feedback or analytics
3. Conduct a competitive analysis
4. If you have a current experience, identify gaps
5. Review your technology environment
6. Ask those people in your organization who have a vested interest in the
experience to specify their requirements.
7. Ensure that all stakeholders agree with the final list of needs, requirements,
and findings

50.
DISCOVERY PHASE - ACTIVITIES
1. Define who your users or potential users are
2. Assess any user feedback or analytics
3. Conduct a competitive analysis
4. If you have a current experience, identify gaps
5. Review your technology environment
6. Ask those people in your organization who have a vested interest in the
experience to specify their requirements.
7. Ensure that all stakeholders agree with the final list of needs, requirements,
and findings

51.
DISCOVERY PHASE - ACTIVITIES
1. Define who your users or potential users are
2. Assess any user feedback or analytics
3. Conduct a competitive analysis
4. If you have a current experience, identify gaps
5. Review your technology environment
6. Ask those people in your organization who have a vested interest in the
experience to specify their requirements.
7. Ensure that all stakeholders agree with the final list of needs, requirements,
and findings

52.
DISCOVERY PHASE - ACTIVITIES
1. Define who your users or potential users are
2. Assess any user feedback or analytics
3. Conduct a competitive analysis
4. If you have a current experience, identify gaps
5. Review your technology environment
6. Ask those people in your organization who have a vested interest in the
experience to specify their requirements.
7. Ensure that all stakeholders agree with the final list of needs,
requirements, and findings

53.
DISCOVERY - TECHNIQUES
• Competitor analysis
• Scenario mapping
• 5 Whys
• Customer journey map
• Service Blueprint
• In-depth interviews (IDI’s)
• Entnographic research (e.g. shadowing or contextual inquiry)
• Stakeholders interviews
• Benchmarking

54.
DISCOVERY - TECHNIQUES
• Prioritization : e.g. must have / nice to have
• Impact vs. effort
• Qualitative and quantitative data (e.g. Google Analytics and Hotjar data, Intercom
conversations)
• Focus groups
• Business Model Canvas
• Empathy map, personas and proto-personas
• How Might We? (HMW method)
• Usability audit

55.
Don’t be afraid of discovery! It’s an adventure, and an
experienced UX designer will go through it as
efficiently and substantively as resources and
timeline allow.