Skipping the discovery phase: How to design a wrong solution for the wrong problem
- 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 = ???
- 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
- 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.