Product design as a solution to an end users problem can describe both the physical product, like a chair from Ikea, or a service, like a digital e-commerce platform. In each scenario, the entire process of product design revolves discovering the user’s challenges, building a product that meets their needs, and continually evolving that product to maintain relevance and applicability. Closely related, User Experience (UX) design ensures the product has a frictionless, intuitive interface that will leave the end user with a positive memory of your brand.
All the details and aspects of product design can sound like a daunting undertaking, but there are two main phases that are essential to any product design process: Strategy and Implementation.
Any successful product depends on a solid foundation of detailed research. From expert interviews to focus group testing, the data gathered and analyzed in this phase informs our creative and strategic decisions. A strategy is a key deliverable from this phase and it often includes personas, because using marketing personas made websites 2-5 times more effective and easier to use by targeted users. (HubSpot) Designers use personas as a reminder that the end result should not be tailored to personal, or even a client’s, preferences. All creative and functionality decisions should be based on the user’s needs defined in the persona since designers and clients are not the true end users of the product.
85% of CMOs agree that the most important part of the marketing strategy is the customer journey. (Salesforce)
Starting from a deep understanding of the user means that designers can solve the daily problems they face for that positive experience brands need to be memorable.
Using the strategy created in the initial phase, physical design begins to address the user’s issues. Continuous collaboration between all members of the design team will ensure the best possible end result. Actions carried out by team members include
- Information Architecture
- UX Writing
- UX Design
A copywriter helps users learn about the product and try it while UX writers make sure their experience with the product is a positive one.
It’s important to remember that these two steps are not a linear process, but an ongoing cycle of continuous evaluation and improvements. Even a test with as few as 15 users can discover all the usability problems in a design. (Nielsen Norman Group)
At Nova Creative, we classify this as a third step all to itself as Evaluation to determine our effectiveness and help us make informed recommendations. The result? More people have a positive experience with your brand and increased affinity.
Almost two thirds (61%) of consumers are loyal to brands that tailor their experiences to their needs and preferences. (Adobe)