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.

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

13. DISCOVER
Problem
Problem
definition
Solution
DEFINE DEVELOP DELIVER

17. DISCOVER
Problem
Problem
definition
Solution
DEFINE DEVELOP DELIVER

18. 2_ DISCOVERY PHASE

19. 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.

20. DON’T FORGET ABOUT BUSINESS AND TECHNOLOGY

21. DISCOVER
+
DEFINE
DEVELOP
+
DELIVER
DEFINITION:

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

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

24. GET THIS WRONG…

25. …AND DELIVER NO REAL VALUE

26. BAD UX DESIGNER

27. BAD UX DESIGNER GOOD UX DESIGNER

28. 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.

29. 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.

30. WE THINK…

31. 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.

32. 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.

33. 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.

34. 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.

35. 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.

36. 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.

37. 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.

38. 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.

39. BUT THERE’S ANOTHER PROBLEM TOO…

40. BUT THERE’S ANOTHER PROBLEM TOO…
YOU

41. BUT THERE’S ANOTHER PROBLEM TOO…
YOU

42. COGNITIVE BIAS

43. 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.

46. 5_ SO… NOW WHAT?

47. 1_ Build awaraness in the organization

48. 2_ Put real time and effort into discovery

49. 3_ Be a scientist

50. 4_ Ask open-ended questions

51. 5_ Remember about cognitive biases

52. 5_ Remember about cognitive biases
…BUT DON’T END UP LIKE DON QUIXOTE

53. 6_ Bring different perspectives

54. 7_ Don’t generate ideas too early

55. 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

56. 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

57. 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

58. 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

59. 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

60. 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

61. 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

62. 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

63. 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

64. 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.