Roles: User Research, Ideation, Concepts, Experience design
Designers and stakeholders get into a loop of subjective opinions without thinking about Time, user and the value. What makes a design good?. Numbers. When it is measured with a purpose. This is the story of how we Solved a problem with a product to deliver purpose of deciding the right design for the product and users.
When the client approached me with a unique concept. The timeline and the layer of the problem are challenging. I myself stepped out of the designer shoe to understand more about the design and designer problems.
“The absolute challenge we faced is aligning every radical designer’s problem and needs.”
We approached users(Designers) form every possible industry, medium, location, studies etc.. Though it was an interesting study, the challenging part was finding who does what role. Because designers do every possible role in their respective field.
After we segregated the group of users who serve their knowledge in different industries. The needs-based approach helped to identify the between primary and secondary. Every designer has their own set of problems. But when it comes to product, we gave yourself a responsibility to approach from the complex, that is the root of the needs. Hence the approach.
“We were sure. We don’t want to build another analytics tool, which is complex to understand.”
The Game: Design vision
I got to know that the Game is a complex one and the home run is the only option. To handle every problem out there, I needed to build a strategy. Said that I wanted to create an armor which anyone who comes into the project to wear and get to know the battlefield. A seamless setup that doesn’t require a meeting to explain.
After discovering our ideal user and the target market. We interviewed multiple faces of designers with different roles and responsibilities. Everyone we faced had some similar patterns, but different motivations.
After all the discussion one emerged problem from all of them is the number they require to prove that the design actually works and eliminate the bias towards the decision. Most of them worried about the users who are going to use the design which initially finds a place in the dark because of a biased decision. For a designer, this has been the age-old problem and for decision making people it is not a choice, but have to make the decision.
But how do we educate everyone to deliver the right designs within a limited Time?
Mapping all the needs helped to look at each stage of the user what he feels, thinks, does etc. Out of all critical decisions to be made. I myself borrowed sometime to understand more about customers. So I started with their day to day life, process, how they design on what basis, how the decision for the final design is made etc..
This lens provided us a valuable insight. Not only they are not able to identify the correct number in analytics, but they need more fast, precise and simple number to make the decision.
“I don’t want a two page report of analytics which finally ends up in archive folder. Just the numbers to inform everyone that the deisgn is valuable.”
“I have read a lot of artilcles on measuring deisgn. But, somehow deep down I feel there should be a simple information to convince a particular design is valid.”
Jobs, Motivations, Mapping of problems
Applying job stories to extract the motivations, situation, and casualty of the user. To know more what jobs they want to get done. From the stage one, I avoided using persona’s not by the subjective fact. But I want to address the real situations and motivations of the user, Rather looking up the imaginary attributes. Everyone was excited to work on this process to know what it yields out. As you can see this simple way lead us to multiple needs and motivations.
After finding out the motivations and scenarios. I started mapping problems and roots. Categorized each problem into their own bucket and the level of problems. Starting from the project to closing the project, mapped all the stages of the user. This helps in which stage does the problem comes and how a user faces the situation.