Design approach
Having worked with many teams one thing I know is that a company’s process is always different from another’s but, the design approach can be the same.
Whether it is concepting a new product or feature, solving a usability issues, looking at improving efficiency or any other situation, the approach is the same. Design Thinking is a branded methodology but this design process is a proven, time worn approach that can be applied to any situation when looking to find opportunity to make change.
Discovery and user Research (the Empathize stage in DT) can be a discrete exercise but this phase is also ongoing and always if you think in terms of the broad goal of improving, whether that is improving process, communication or effectiveness. Observing and listening in any situation will most likely surface opportunity to zero in on things that could be made better or at least, done differently. It is important to watch for assumptions, question them, to try to always look at things from different perspectives. An understanding will begin to emerge and key problems or opportunities can start to be indentified (the Define stage).
I have often seen problems in teams or products that originated in these earlier stages; lack of thoroughness here undermines outcomes, particularly when assumptions are left unquestioned and/or alignment on what actually the key problem to be solved is.
Next, brainstorm, workshop and mull (Ideation) to come up with ideas on how things could be made better (i.e. to form a hypotheses). Test your ideas with some form of prototype. Try your idea at smaller scales first to see if you are on the right track. Prototypes build learning, understanding and therefore confidence in direction.
You can then start planning, defining and building something more robust. It is very important to make sure prioritisation is accurate at this stage and also to be employing the most appropriate methods and approaches.
Deploy & Monitor to watch effects (measure) and listen to feedback. You essentially go back to the beginning of the process at this point since you iterate based on what you learn in order to make better, solve new problems and optimize. The loop is continuous.
Top companies know that investing in Design brings businesss advantage.
About me
I have been working in digital product design, mainly in the Bay Area, California for 25 years. I have worked with agencies, corporations and startups, in-house and as an independent contractor.
I’ve designed for software, mobile apps and websites and at all stages from strategy and concepts to the details of UX,IxD and UI design.
My roles have always included IC work; also I plan and manage design work and manage design teams.
I ground my work in the values of user-centred design and use methods of design thinking for iterative, ethical problem solving.
10+ years leadership, bringing efficiency & effectiveness to teams & design output
I have enjoyed working on many different types of projects conducted within a range of processes. I am used to quickly finding ways forward within often complex situations, working with constraints and leading projects to fulfill goals.
I held lead roles in the last 10 years (Director of Design), leading teams and design practice. Previous to that, as a contractor, I was often engaged to bring and lead direction as well as IC UX/Ix/UI design work to projects and their teams.
25 years working in SF & the Bay Area with agencies, corporations and startups
My design experience is broad. I have worked in and for agencies such as MetaDesign, Organic, Vivid Studios, Fluid Design, Comrade, Modem Media.
Project clients include Hewlett Packard, HP Labs/PPO group, Zedge Inc., Sony, A9.com, McAfee, Sun Microsystems, Xerox, Dolby and various start-ups including the fun (and heartaches) of a 5+ year seed round start up through acquisition.
All work and no play…
Photography, cinema, the arts, or somewhere in the great outdoors is where you’ll find me when not working.