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Skipping the discovery phase: How to design a wrong solution for the wrong problem

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The presentation from my talk at “Let’s talk about UX” event organized by Women in Technology, Women Techmakers and GDG Kraków. The presentation is about the discovery phase - a crucial part of the design process.

Published in: Design
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Skipping the discovery phase: How to design a wrong solution for the wrong problem

  1. 1. Hello! My name is Kaja. I’m a UX Designer at Growbots.
  2. 2. SKIPPING THE DISCOVERY PHASE How to design a wrong solution for the wrong problem.
  3. 3. LET ME TELL YOU A SHORT STORY ABOUT BAD PRODUCTS… 1_
  4. 4. Fitbit – period tracking feature
  5. 5. LIP BALM
  6. 6. LIP BALM + TASTE + SMELL =
  7. 7. LIP BALM + CHEETOS TASTE + CHEETOS SMELL = ???
  8. 8. 2_ DESIGN PROCESS
  9. 9. DISCOVER Problem Problem definition Solution DEFINE DEVELOP DELIVER
  10. 10. DISCOVER Problem Problem definition Solution DEFINE DEVELOP DELIVER
  11. 11. 2_ DISCOVERY PHASE
  12. 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. 13. DON’T FORGET ABOUT BUSINESS AND TECHNOLOGY
  14. 14. DISCOVER + DEFINE DEVELOP + DELIVER DEFINITION:
  15. 15. DISCOVER + DEFINE DEVELOP + DELIVER HOW IT USUALLY IS:
  16. 16. DISCOVER + DEFINE DEVELOP + DELIVER HOW IT SHOULD BE:
  17. 17. GET THIS WRONG…
  18. 18. …AND DELIVER NO REAL VALUE
  19. 19. BAD UX DESIGNER
  20. 20. BAD UX DESIGNER GOOD UX DESIGNER
  21. 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. 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. 23. WE THINK…
  24. 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. 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. 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. 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. 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. 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. 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. 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. 32. BUT THERE’S ANOTHER PROBLEM TOO…
  33. 33. BUT THERE’S ANOTHER PROBLEM TOO… YOU
  34. 34. BUT THERE’S ANOTHER PROBLEM TOO… YOU
  35. 35. COGNITIVE BIAS
  36. 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. 37. 5_ SO… NOW WHAT?
  38. 38. 1_ Build awaraness in the organization
  39. 39. 2_ Put real time and effort into discovery
  40. 40. 3_ Be a scientist
  41. 41. 4_ Ask open-ended questions
  42. 42. 5_ Remember about cognitive biases
  43. 43. 5_ Remember about cognitive biases …BUT DON’T END UP LIKE DON QUIXOTE
  44. 44. 6_ Bring different perspectives
  45. 45. 7_ Don’t generate ideas too early
  46. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.

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