# Welcome

Curated knowledge for product design practitioners and leaders

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FToED3Z421nNk8hBXsN7r%2Fhomepage-hero.png?alt=media&amp;token=d0a68431-1879-4d4f-ad5a-39fab0d6696c" alt=""><figcaption></figcaption></figure>

[DesignReference.xyz](/) is a product design knowledge base covering [UX Methods](/ux-methods/overview), [Cognitive Tools](/cognitive-tools/overview), and [Leadership](/leadership/overview) offering insights to equip both designers and managers with the tools needed to navigate challenges and achieve success.

{% hint style="success" %}
[DesignReference.xyz](https://www.designreference.xyz/) now has GitBook's [AI Agent](https://www.gitbook.com/features/ai/gitbook-agent). Hit the "Ask" button on any page to chat with AI about the content on that page.
{% endhint %}

{% hint style="info" %}
Sponsored by [GitBook](https://www.gitbook.com/) and built by [Tony O'Donohoe](https://www.tonyodonohoe.com/), [DesignReference.xyz](/) comprises over 160,000 words spanning over 320 pages as well as countless resource links and videos. With close on 3,000 monthly visits, it is referenced by leading Silicon Valley firms, open source communities, education institutes and major AI platforms.
{% endhint %}

### **The Collection**

<table data-view="cards"><thead><tr><th></th><th></th><th data-hidden data-card-target data-type="content-ref"></th><th data-hidden data-card-cover data-type="image">Cover image</th></tr></thead><tbody><tr><td><h4>UX Methods</h4></td><td>Find the right UX methods for any stage of the product design process. Methods and activities are grouped into three sections: Discovery, Ideation, and Testing, based on an eight-phase process.</td><td><a href="/ux-methods/overview">UX Methods</a></td><td><a href="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2Fa5oGcB6hNoAoE2nvJ9OF%2Fboxtop-methods.png?alt=media&amp;token=6d34c83f-1fae-42d0-be15-4ea17d10cafa">boxtop-methods.png</a></td></tr><tr><td><h4>Cognitive Tools</h4></td><td>Great minds across all professions have dedicated time to formulating theories, laws, and frameworks to assist others. This area serves as an access point to that expertise relating to product design.</td><td><a href="/cognitive-tools/overview">Cognitive Tools</a></td><td><a href="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FsTLMydxbLtmPdnBMmfpV%2Fboxtop-cognitive.png?alt=media&amp;token=19ece1ff-92cb-46bf-8a3d-d72d40af7214">boxtop-cognitive.png</a></td></tr><tr><td><h4>Leadership</h4></td><td>The Leadership section offers insights and materials tailored to equip both new and seasoned design managers and leaders with the tools needed to navigate the specific challenges of design leadership.</td><td><a href="/leadership/overview">Overview</a></td><td><a href="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FmQap7e9HW3P3aR4Z8LfN%2Fboxtop-leadership.png?alt=media&amp;token=5f6280a4-35bf-4d0a-88b0-cd52d9c161ea">boxtop-leadership.png</a></td></tr></tbody></table>

### Featured Content

**UX Methods**

{% content-ref url="/pages/mzwOE7Fk9BGj6HN2n0Vu" %}
[5 Whys](/ux-methods/discovery/5-whys)
{% endcontent-ref %}

{% content-ref url="/pages/UhfqRQEpXjb1zS29rI86" %}
[Customer Journey Mapping](/ux-methods/discovery/customer-journey-mapping)
{% endcontent-ref %}

{% content-ref url="/pages/TuxQdZBdGfhoUe80mIdK" %}
[Usability Testing](/ux-methods/testing/usability-testing)
{% endcontent-ref %}

{% content-ref url="/pages/k0Jcg94vAoZuinV9Vy11" %}
[Design Failure Mode & Effects Analysis (DFMEA)](/ux-methods/testing/design-failure-mode-and-effects-analysis-dfmea)
{% endcontent-ref %}

**Cognitive Tools**

{% content-ref url="/pages/iWPwP1DUIbaV8CbzlZOm" %}
[Jakob's Law](/cognitive-tools/ux-laws-principles/behaviour/jakobs-law)
{% endcontent-ref %}

{% content-ref url="/pages/oyI5d2sD8uiA9ms46LnC" %}
[Peak-End Rule](/cognitive-tools/ux-laws-principles/behaviour/peak-end-rule)
{% endcontent-ref %}

{% content-ref url="/pages/QrpmsFHkERmwimpmFHHe" %}
[Prioritisation Matrix](/cognitive-tools/universal/prioritisation/prioritisation-matrix)
{% endcontent-ref %}

{% content-ref url="/pages/1nlIdlAfXOj3XA65I0f3" %}
[First Principles Thinking](/cognitive-tools/universal/problem-solving/first-principles-thinking)
{% endcontent-ref %}

**Leadership**

{% content-ref url="/pages/PL1oazSbf56bkgSX2KQ4" %}
[Good Managers](/leadership/leadership-foundations/good-managers)
{% endcontent-ref %}

{% content-ref url="/pages/rlHKRrJSdhYbzi1bYlLU" %}
[Bad Managers](/leadership/leadership-foundations/bad-managers)
{% endcontent-ref %}

{% content-ref url="/pages/N3fDJXWirkWW2779HaRh" %}
[Responsible, Accountable, Consulted, Informed (RACI)](/leadership/process/responsible-accountable-consulted-informed-raci)
{% endcontent-ref %}

{% content-ref url="/pages/9opYVsRfKfwyTsQjuAgs" %}
[Performance Management](/leadership/managing-people/performance-management)
{% endcontent-ref %}

*DesignReference.xyz by* [*Tony O'Donohoe*](https://www.tonyodonohoe.com/)


# Overview

## UX Methods

Find the right UX methods for any stage of the product design process. Methods and activities are grouped into three sections: [Discovery](/ux-methods/discovery), [Ideation](/ux-methods/ideation), and [Testing](/ux-methods/testing), based on a eight-phase process.

<table data-view="cards"><thead><tr><th></th><th></th><th data-hidden data-card-target data-type="content-ref"></th><th data-hidden data-card-cover data-type="image">Cover image</th></tr></thead><tbody><tr><td><h4>Discovery</h4></td><td>Discovery involves first <strong>defining</strong> the problem and goals. Next is <strong>research</strong> to understand users and the market. The final step is <strong>analysing</strong> the data to establish a direction.</td><td><a href="/ux-methods/discovery">Discovery</a></td><td><a href="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FUNCYf0cexMLTMvnypl6h%2Fboxtop-discovery.png?alt=media&amp;token=e40385c5-1821-4b24-8a26-8e18d8228bdc">boxtop-discovery.png</a></td></tr><tr><td><h4>Ideation</h4></td><td>Ideation generates solutions beginning with broad <strong>ideation</strong> and brainstorming of concepts. Ideas are converted into low or high fidelity <strong>prototypes</strong> for quick testing and refinement.</td><td><a href="/ux-methods/ideation">Ideation</a></td><td><a href="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FjWH7QJGR1k3NaB0LGEgK%2Fboxtop-ideation.png?alt=media&amp;token=2ee552e3-0bb0-41d4-95c6-ed41988a606b">boxtop-ideation.png</a></td></tr><tr><td><h4>Testing</h4></td><td>Testing validates design prototypes and mock-ups after which the solution is refined and <strong>built</strong>. The final step is to consistently <strong>measure</strong> the impact for learning and iteration.</td><td><a href="/ux-methods/testing">Testing</a></td><td><a href="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FUhTkxGC6MzwTMDdBHljl%2Fboxtop-leadership.png?alt=media&amp;token=22b6032b-53cc-417b-bb07-5f4edecea330">boxtop-leadership.png</a></td></tr></tbody></table>


# Discovery

"Discovery consists of seeing what everybody has seen and thinking what nobody has thought." - Albert Szent-Györgyi

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FRPK5g1rjShTTrUInVHkL%2FDiscovery.png?alt=media&amp;token=5e3d3f3c-0cfd-43f4-9c3e-ff4c734238a0" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
Use the 'Discovery' menu to browse methods for the discovery phase
{% endhint %}

#### Define

The first phase of UX design is 'Define'. In this stage, it is vital to understand the project's goals, identify the target audience, and establish clear objectives. This sets the foundation for the entire design process, guiding decisions throughout. Defining the scope of the project, the problems to solve, and the value to be delivered.

1. **Clarify project goals**: Understand the purpose, goals, and success metrics from stakeholders.
2. **Identify user needs**: Develop initial user personas or segments to define primary user requirements.
3. **Set scope and constraints**: Establish boundaries, timelines, budget, and technical limitations.
4. **Determine KPIs**: Set key performance indicators to measure project success post-launch.
5. **Align stakeholders**: Ensure all relevant parties have a shared understanding of the project’s purpose.

#### Research

After defining the project's scope and objectives, the 'Research' phase begins. Here, insights should be gathered through various research methods like surveys, interviews, and data analysis. Understanding user needs, preferences, and pain points is crucial. This information forms the basis for design decisions and helps create solutions that resonate with audiences.

1. **Conduct user research**: Perform qualitative and quantitative research, such as interviews, surveys, or observational studies.
2. **Analyse competitors**: Study competitor solutions to identify industry standards and gaps.
3. **Document findings**: Organise insights and observations, ensuring they're accessible and actionable.
4. **Identify pain points**: Pinpoint specific challenges users face that the project could address.
5. **Map user journeys**: Outline how users currently interact with similar products or services.

#### Analyse

In the 'Analyse' phase, data and research findings should be scrutinised. Patterns, trends, and user behaviours should be identified to inform the design. This step ensures that design aligns with user needs and expectations. Collaborate with teams to make data-driven decisions and refine the design direction.

1. **Synthesise research data**: Identify trends and patterns from collected data to gain user insights.
2. **Define user personas**: Create detailed personas based on research to guide design decisions.
3. **Map user journeys**: Highlight user goals, challenges, and emotional responses.
4. **Identify opportunities**: Highlight areas for innovation or improvement based on unmet user needs.
5. **Prioritise insights**: Rank findings by impact on user experience and feasibility to guide the next stages.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=5bzYyxVGgnM>" %}

{% embed url="<https://www.youtube.com/watch?v=dhN5kVelcso>" %}

#### Further Reading

{% embed url="<https://uxdesign.cc/how-to-help-your-team-navigate-product-discovery-and-work-with-executives-4823789977f1>" %}

{% embed url="<https://uxplanet.org/product-discovery-building-the-right-things-eb968e259b2c>" %}

{% embed url="<https://www.nngroup.com/articles/discovery-mindset/>" %}

{% embed url="<https://herbig.co/product-discovery/>" %}

{% embed url="<https://medium.com/product-by-design/product-discovery-the-beginning-of-good-product-development-1ca397f0f582>" %}


# 5 Whys

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2Fgit-blob-106c75f2d080f23ce3dcbfce5ccaa6545b445bf8%2Fthe-five-whys.png?alt=media" alt=""><figcaption><p>Image by <a href="https://medium.com/illumination/10-powerful-leadership-tools-that-will-put-you-in-top-gear-a449181a9d47">Gaurav Jain</a></p></figcaption></figure>

#### Overview

The 5 Whys is a simple yet powerful problem-solving technique used to identify the root cause of an issue by asking "Why?" five times in succession. Developed by Toyota as part of its Lean manufacturing processes, this method aims to move beyond surface-level symptoms to uncover deeper, underlying problems. Each answer forms the basis of the next "Why?" question, allowing teams to trace the issue step by step until the root cause is found. While it doesn't always require exactly five iterations, the focus is on continuing until a fundamental cause is revealed, leading to more effective and lasting solutions.

#### Examples of The Five Whys

*Example 1: Toyota*

* Problem: High number of customer complaints about a specific car model.
* Five Whys:
  1. Why are customers complaining?
     * Because the car's engine is noisy.
  2. Why is the engine noisy?
     * Because a specific engine component is vibrating excessively.
  3. Why is the component vibrating?
     * Because the component was not manufactured to the correct specifications.
  4. Why wasn't the component manufactured correctly?
     * Because the manufacturing equipment was not calibrated properly.
  5. Why wasn't the equipment calibrated properly?
     * Because the maintenance schedule for the equipment was not followed.

*Example 2: Healthcare Provider*

* Problem: High rate of patient readmissions after surgery.
* Five Whys:
  1. Why are patients being readmitted?
     * Because of post-operative infections.
  2. Why are patients getting post-operative infections?
     * Because of inadequate hygiene practices in the post-operative ward.
  3. Why are hygiene practices inadequate?
     * Because staff are not following the correct protocols.
  4. Why are staff not following protocols?
     * Because they are not adequately trained.
  5. Why are staff not adequately trained?
     * Because there is a lack of resources allocated for training.

*Example 3: Tech Company*

* Problem: Frequent software crashes.
* Five Whys:
  1. Why is the software crashing?
     * Because of a memory leak in a specific module.
  2. Why is there a memory leak?
     * Because of a coding error in the module.
  3. Why was there a coding error?
     * Because the developer was not following coding standards.
  4. Why wasn't the developer following coding standards?
     * Because the developer was not adequately trained on coding standards.
  5. Why wasn't the developer trained on coding standards?
     * Because the company's training program was not effective.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=sRr9Zic3_T8>" %}

{% embed url="<https://www.youtube.com/watch?v=jrtYlqloJ7o>" %}

{% embed url="<https://www.youtube.com/watch?v=0-tmA22qjCI>" %}

#### Further Reading

{% embed url="<https://tulip.co/glossary/five-whys/>" %}

{% embed url="<https://www.lean.org/lexicon-terms/5-whys/>" %}

{% embed url="<https://www.mindtools.com/a3mi00v/5-whys>" %}

{% embed url="<https://medium.com/@anushreethatte/questions-for-problems-09516774da44>" %}


# Affinity Diagramming

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2Fgit-blob-3cb4db8de913707033788c2d56359c8f6fb1b6b8%2Faffinity-diagram.jpg?alt=media" alt=""><figcaption><p><em>Image by</em> <a href="https://www.flickr.com/photos/jevnin/390224920/in/photolist-5nUp6Y-9h1pNz-nhv444-8BsiCV-APnKMv-8BvqHG-4hPHYo-nS686T-nhPyQL-ns6BAF-nhv1QY-rc9Xq-rca4d-rc9R1-uEK7U-21oYw6-5HmCx8-axJ9HK-qUzh4f-axJ72F-9zsav5-9zs9TN-9zpbC4-axJ8nF-axLQbY-axLRqJ-axJ9yR-pXSpha-axLPBL-9zpcuP-9h4xYw-axJ7fr-axLPqw-Au1gS-axJ9dv-axJ8yZ-axLNLA-axLPNJ-axJ816-axLQTN-qUuPWx-pXDFYJ-qUDKmX-qSmLMQ-qSmMbf-6M61cR-uEK5a-pXDFZW-qC5iyE-qSmLUo/"><em>Josh Evnin</em></a></p></figcaption></figure>

{% hint style="info" %}
AKA Affinity Mapping, Affinity Map, Affinity Diagrams
{% endhint %}

Affinity diagramming is a collaborative method used to organise and make sense of large amounts of information or ideas. It involves a group of participants who generate ideas or insights on individual cards or sticky notes, which are then grouped together based on their similarities or relationships. The process of affinity diagramming encourages collaboration, creativity, and the discovery of patterns or themes within the collected information. By visually clustering related ideas or concepts, affinity diagramming helps teams identify common themes, prioritise issues, and generate solutions. It provides a structured approach for organising complex information, facilitating discussions, and making informed decisions. Affinity diagramming is commonly used in problem-solving, brainstorming sessions, and user research to surface key insights and drive effective problem-solving and decision-making processes.

#### Further Reading

{% embed url="<https://www.interaction-design.org/literature/article/affinity-diagrams-learn-how-to-cluster-and-bundle-ideas-and-facts>" %}

{% embed url="<https://www.nngroup.com/articles/affinity-diagram/>" %}

{% embed url="<https://medium.com/@heyherpar/affinity-mapping-in-ux-design-b551071f4cd0>" %}

{% embed url="<https://www.userinterviews.com/blog/affinity-mapping-ux-research-data-synthesis>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=C4nYxZxteJY>" %}

{% embed url="<https://www.youtube.com/watch?v=DCto9p0InrE>" %}


# Analytics Review

Analytics review refers to the evaluation and analysis of data collected from various sources, such as website analytics tools, to gain insights into user behaviour, website performance, and business metrics. It involves examining key performance indicators (KPIs), tracking data, and other relevant metrics to assess the effectiveness of digital marketing strategies, user experiences, and overall website or app performance.&#x20;

Analytics reviews help organisations understand user engagement, conversion rates, traffic sources, and other valuable information to make data-driven decisions. By analysing the data, organisations can identify areas of improvement, optimise marketing efforts, and enhance the user experience.&#x20;

The analytics review plays a crucial role in evaluating the success of digital initiatives, measuring the impact of marketing campaigns, and informing future strategies for growth and improvement.


# Behavioural Analytics

Behavioural analytics is a branch of analytics that focuses on understanding and analysing user behaviours and interactions within a digital platform or system.&#x20;

It involves tracking and examining user actions, such as clicks, navigation paths, transactions, and engagement patterns, to gain insights into user preferences, motivations, and decision-making processes.&#x20;

By analysing these behavioural data points, organisations can make data-driven decisions, optimise user experiences, personalise content, and improve overall performance.&#x20;

Behavioural analytics provides valuable insights into user behaviour, allowing businesses to enhance their strategies, optimise conversions, and deliver targeted experiences that align with user needs and goals.


# Benchmark Analysis

Benchmark analysis involves comparing the performance and usability of a specific product or website with industry standards or competitors.

This examination allows designers to identify strengths, weaknesses, and areas for improvement. Metrics like page load times, navigation efficiency, and user satisfaction are scrutinised.&#x20;

The insights gained from benchmark analysis enable designers to make informed decisions, optimise user journeys, and create more user-centric digital experiences that resonate with an audience.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=Rrc4QqDTMUE>" %}


# Card Sorting

Card sorting is a research technique used to understand how users organise and categorise information.&#x20;

It involves participants sorting a set of cards or items into groups based on their perceived similarities or relationships. Participants may also provide labels or names for the groups they create.&#x20;

Card sorting helps designers and researchers gain insights into user mental models, information hierarchy, and navigation preferences. It aids in information architecture design, content organisation, and menu structure.&#x20;

By conducting card sorting sessions, organisations can uncover patterns in how users perceive and group information, informing the design of intuitive and user-friendly interfaces.&#x20;

Card sorting can be conducted through physical cards or online tools, and the results are analysed to inform the structure and layout of digital products, websites, or applications.

#### Further Reading

{% embed url="<https://medium.com/illumination/understanding-card-sorting-for-ux-2f33ef4e8e66>" %}

{% embed url="<https://www.interaction-design.org/literature/article/the-pros-and-cons-of-card-sorting-in-ux-research>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=TbEfjaE94sU>" %}

{% embed url="<https://www.youtube.com/watch?v=0tNPT6X9Lhc>" %}

{% embed url="<https://www.youtube.com/watch?v=d9SIbri2HlA>" %}

{% embed url="<https://www.youtube.com/watch?v=25RqpGJ4tJ8>" %}


# Clickstream Analysis

Clickstream analysis refers to the process of analysing the sequence of user interactions on a website or application.&#x20;

It involves tracking and examining the clicks, page views, and other actions taken by users, providing insights into user behaviour, preferences, and patterns to optimise the user experience and enhance performance.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=FGXFGF7QUYU>" %}

#### Further Reading

{% embed url="<https://www.macrometa.com/articles/what-is-clickstream-analysis>" %}

{% embed url="<https://www.rudderstack.com/blog/clickstream-data/>" %}


# Competitor Analysis

{% hint style="info" %}
AKA Competitive Usability Evaluations, Competitive Audit, Competitive Analysis
{% endhint %}

Competitor analysis is the process of studying and evaluating other businesses or organisations that operate in the same industry or offer similar products or services. It involves gathering information about their strategies, strengths, weaknesses, market position, and customer base.&#x20;

By conducting competitor analysis, businesses gain valuable insights into their competitors' actions and can identify opportunities and threats in the market. This analysis helps inform decision-making, refine business strategies, differentiate offerings, and gain a competitive advantage by understanding how to better serve customers and stand out from the competition.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/competitive-usability-evaluations/>" %}

{% embed url="<https://www.dhl.com/discover/en-ie/small-business-advice/starting-a-business/competitor-analysis-guide>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=0KyCAcV_y7o>" %}

{% embed url="<https://www.youtube.com/watch?v=wBxS2EqoanM>" %}

{% embed url="<https://www.youtube.com/watch?v=G2kpQGNxkRc>" %}

{% embed url="<https://www.youtube.com/watch?v=xaIeoPtHnuY>" %}


# Concept Testing

Concept testing is a market research technique used to evaluate the potential appeal and viability of a new product or service idea before investing significant resources in development. It involves gathering feedback from potential customers to assess their reactions, preferences, and perceptions of the proposed concept.

Key objectives of concept testing include:

* **Assessing market demand:** Determining if there is a sufficient market for the product or service.
* **Identifying potential challenges:** Identifying any potential obstacles or barriers to adoption.
* **Refining the concept:** Making necessary adjustments to the concept based on feedback.
* **Gauging customer interest:** Measuring the level of interest and excitement among potential customers.

Common methods for concept testing include:

* **Surveys:** Collecting quantitative and qualitative data through questionnaires.
* **Focus groups:** Conducting group discussions to gather in-depth feedback.
* **Interviews:** Conducting one-on-one interviews to explore individual perspectives.
* **Conjoint analysis:** Using statistical techniques to measure consumer preferences for different product attributes.

By conducting concept testing, businesses can make informed decisions about whether to proceed with product development and identify any areas that need to be improved before launch.

#### Further Reading

{% embed url="<https://maze.co/guides/concept-testing/>" %}

{% embed url="<https://uxdesign.cc/how-to-persuade-your-team-to-invest-in-user-research-through-loss-aversion-367b03a471d6>" %}

{% embed url="<https://www.qualtrics.com/articles/strategy-research/how-concept-test/>" %}

{% embed url="<https://www.surveymonkey.com/learn/market-research/concept-testing/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=AljETmpvb3k>" %}

{% embed url="<https://www.youtube.com/watch?v=NSYr9PI7VBQ>" %}


# Content Inventory

{% hint style="info" %}
AKA Content Inventory & Auditing
{% endhint %}

Content inventory and auditing is the process of systematically collecting and evaluating all the content on a website or digital platform. It involves creating a detailed list of every piece of content and assessing its quality, relevance, and effectiveness.&#x20;

This helps identify outdated, redundant, or low-performing content that may need improvement or removal. Content inventory and auditing enables organisations to gain a clear understanding of their content assets, make informed decisions about content strategy, improve user experience, and ensure that the content aligns with business goals and user needs.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/content-audits/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=Ni5jAX6IGVw>" %}


# Context Mapping

Context Mapping refers to the process of understanding and visualising the broader environment in which a product or service will be used. It involves exploring the various factors that can influence a user's experience. Data is collected on user behaviours, needs, and the physical or digital spaces where the product will be used. This data helps in creating a clear picture of the user's context.

For instance, if designing a mobile app for commuters, context mapping would involve considering factors like the user's location, time of day, their goals while using the app, and any potential distractions. This holistic view aids in tailoring the user interface and experience to be more relevant and effective within that specific context. By understanding the context, designers can make user-cantered decisions that lead to better, more intuitive designs, ultimately enhancing the overall user experience.

#### Further Reading

{% embed url="<https://www.interaction-design.org/literature/topics/context-mapping?srsltid=AfmBOooGH5daxlH8dEelJfrexv8BDb58j5bbPdYIhmsR9RZJDOiKazYO>" %}

{% embed url="<https://koos.agency/blog/power-context-mapping/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=2YpC3R1zNdA>" %}


# Contextual Inquiry

Contextual inquiry is a user research method where researchers observe and interview users in their natural environment while they perform tasks related to a product or system.&#x20;

This approach helps understand users' needs, motivations, and challenges within their specific context. By directly observing users in real-world situations, contextual inquiry provides valuable insights for designing user-centric solutions and improving the user experience.

#### The Distinction between 'Contextual Inquiry' and 'Contextual User Interviews'

It is important to note that while similar a Contextual Inquiry and a Contextual User Interview are not the same. A Contextual User Interview emphasises in-depth interviews in the user's environment, with less emphasis on direct observation whereas a Contextual Inquiry on the other hand combines both observation and interviewing, focusing on users' workflow and context.

Think of it as a matter of depth and methodology. A contextual interview is a broad term for any interview that takes place in the user’s environment, whereas Contextual Inquiry is a specific, structured ethnographic technique with its own set of "rules."

#### The Key Differences

**Contextual Inquiry (The Methodology)**

Contextual Inquiry is a defined field research technique. It is built on the Master-Apprentice model, where the researcher acts as an apprentice learning a craft from the user (the master). It relies on four specific principles:

* Context: Data is gathered at the site of the work/action.
* Partnership: The user and researcher work together to understand the user’s workflow.
* Interpretation: The researcher shares observations with the user to ensure the conclusions are correct.
* Focus: The researcher keeps the inquiry aligned with the specific goals of the project.

**Contextual User Interviews (The General Practice)**

This is a more flexible, less formalised approach. It refers to an interview conducted in the user's natural habitat (their office, home, or a shop) rather than a lab.

* It may involve just a standard Q\&A session while sitting in the environment.
* It does not necessarily require the "Master-Apprentice" relationship.
* It focuses on gathering verbal feedback while the user is surrounded by the tools and triggers they normally use.

**Why the distinction matters**

If you tell a UX team you are doing a Contextual Inquiry, they will expect you to spend a significant amount of time quietly observing the user "doing" the work and only interrupting for clarification.

If you say you are doing a Contextual Interview, you might spend the whole time talking. The former is better for discovering "hidden" behaviours the user isn't even aware they do, while the latter is better for understanding how the environment influences their opinions.

Would you like me to put together a set of interview questions tailored for a specific environment you are planning to visit?

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=DRv9MpPj9Mo>" %}

{% embed url="<https://www.youtube.com/watch?v=U47b9-HRgBU>" %}

{% embed url="<https://www.youtube.com/watch?v=L2bogkxBoQI>" %}

{% embed url="<https://www.youtube.com/watch?v=nC47ktX4U2I>" %}


# Contextual User Interviews

Contextual user interviews are a research method where a researcher engages directly with users in their natural environment or during specific tasks to gather insights about their experiences, needs, and behaviours.&#x20;

These interviews focus on understanding users' perspectives, motivations, and challenges within the context of their real-life situations. By observing users in their own environment and engaging in conversation, researchers gain valuable insights into how users interact with products, services, or processes.&#x20;

Contextual user interviews help uncover user pain points, preferences, and opportunities for improvement, enabling businesses to design and deliver more user-centric solutions.

#### The Distinction between 'Contextual Inquiry' and 'Contextual User Interviews'

It is important to note that while similar a Contextual Inquiry and a Contextual User Interview are not the same. A Contextual User Interview emphasises in-depth interviews in the user's environment, with less emphasis on direct observation whereas a Contextual Inquiry on the other hand combines both observation and interviewing, focusing on users' workflow and context.

Think of it as a matter of depth and methodology. A contextual interview is a broad term for any interview that takes place in the user’s environment, whereas Contextual Inquiry is a specific, structured ethnographic technique with its own set of "rules."

#### The Key Differences

**Contextual Inquiry (The Methodology)**

Contextual Inquiry is a defined field research technique. It is built on the Master-Apprentice model, where the researcher acts as an apprentice learning a craft from the user (the master). It relies on four specific principles:

* Context: Data is gathered at the site of the work/action.
* Partnership: The user and researcher work together to understand the user’s workflow.
* Interpretation: The researcher shares observations with the user to ensure the conclusions are correct.
* Focus: The researcher keeps the inquiry aligned with the specific goals of the project.

**Contextual User Interviews (The General Practice)**

This is a more flexible, less formalised approach. It refers to an interview conducted in the user's natural habitat (their office, home, or a shop) rather than a lab.

* It may involve just a standard Q\&A session while sitting in the environment.
* It does not necessarily require the "Master-Apprentice" relationship.
* It focuses on gathering verbal feedback while the user is surrounded by the tools and triggers they normally use.

**Why the distinction matters**

If you tell a UX team you are doing a Contextual Inquiry, they will expect you to spend a significant amount of time quietly observing the user "doing" the work and only interrupting for clarification.

If you say you are doing a Contextual Interview, you might spend the whole time talking. The former is better for discovering "hidden" behaviours the user isn't even aware they do, while the latter is better for understanding how the environment influences their opinions.

Would you like me to put together a set of interview questions tailored for a specific environment you are planning to visit?

#### Further Reading

{% embed url="<https://www.interaction-design.org/literature/topics/contextual-interviews?srsltid=AfmBOorIVPoAX6_rxL-o5dBzdBEghcQHEmb_JHO5GwBYWsew_8ywFGt3>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=3Vt2eFCu6uU>" %}


# Customer Experience Mapping

{% hint style="info" %}
AKA User Experience Mapping, Experience Maps, Experience Mapping
{% endhint %}

Customer experience mapping is a visual process used to understand the entire story of a person's interaction with a brand or service. It looks at every single touchpoint, from the moment someone first hears about a product to the final stage of support or renewal. By laying this out clearly, teams can see exactly how a customer feels at each step and where they might be facing difficulties.

Instead of just looking at one specific task, this method focuses on the person's emotions and motivations over time. It helps businesses identify gaps in their service where the experience might be inconsistent or frustrating. By seeing the world through the eyes of the user, a company can move away from internal assumptions and start making decisions based on real human behaviour.

The final map serves as a shared guide for everyone in an organisation, ensuring that designers, developers, and managers are all working towards the same goal. It makes it much easier to prioritise improvements that will have the biggest impact on customer satisfaction. Ultimately, this method is about building empathy and creating a smoother, more enjoyable journey for the people using a service.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=f1geF7kdZNo>" %}

{% embed url="<https://www.youtube.com/watch?v=2YpC3R1zNdA>" %}

#### Further Reading

{% embed url="<https://blog.uxtweak.com/experience-map/>" %}

{% embed url="<https://www.nngroup.com/articles/ux-mapping-cheat-sheet/>" %}

{% embed url="<https://www.visual-paradigm.com/guide/user-experience-mapping/what-is-user-experience-mapping/>" %}

{% embed url="<https://uxmag.com/articles/how-to-build-an-experience-map-banner>" %}

{% embed url="<https://www.interaction-design.org/literature/topics/customer-experience-mapping?srsltid=AfmBOooTeOxx7jCzQuTKxb4aZ6dH1yT7Yt7vHRdub27KkNAxZroSkcQG>" %}

{% embed url="<https://uxdesign.cc/user-experience-mapping-alice-emma-walker-868259547ba8>" %}


# Customer Journey Mapping

{% hint style="info" %}
AKA Customer Journey Map, Experience Mapping, User Journey Map, User Journey Mapping, Journey Mapping, Journey Map
{% endhint %}

Customer Journey Mapping is a process of visually illustrating the step-by-step experience that a customer or user goes through while interacting with a product, service, or brand.&#x20;

These maps depict the touchpoints, actions, emotions, and pain points encountered at each stage of the journey.&#x20;

By creating journey maps, businesses gain valuable insights into the customer's perspective, allowing them to identify areas for improvement and enhance the overall experience. Journey mapping help organisations align their strategies, deliver more customer-centric solutions, and foster long-lasting relationships by understanding and meeting the needs of their customers at every stage of their journey.

#### Further Reading

{% embed url="<https://uxplanet.org/everything-you-need-to-know-about-customer-journey-map-cjm-556800acf84d>" %}

{% embed url="<https://www.nngroup.com/articles/journey-mapping-101/>" %}

{% embed url="<https://www.interaction-design.org/literature/article/customer-journey-mapping-tools>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=2W13ext26kQ>" %}

{% embed url="<https://www.youtube.com/watch?v=CquXSGaTjk8>" %}

{% embed url="<https://www.youtube.com/watch?v=M0I5gdoon6o>" %}

{% embed url="<https://www.youtube.com/watch?v=nQQBeV2iP7A>" %}

{% embed url="<https://www.youtube.com/watch?v=PIw-ooBJLS0>" %}

{% embed url="<https://www.youtube.com/watch?v=f1geF7kdZNo>" %}

{% embed url="<https://www.youtube.com/watch?v=dsviXwJwslI>" %}

{% embed url="<https://www.youtube.com/watch?v=QH4xa4xNKNg>" %}

{% embed url="<https://www.youtube.com/watch?v=2YpC3R1zNdA>" %}

{% embed url="<https://www.youtube.com/watch?v=X7iXcP-wIkk>" %}

{% embed url="<https://www.youtube.com/watch?v=X7WFv2l-klo>" %}

{% embed url="<https://www.youtube.com/watch?v=eyyJCagChzA>" %}


# Design Brief

A design brief is a concise document that outlines the goals, objectives, and constraints for a design project. It serves as a roadmap for the entire design team, ensuring everyone is aligned on the vision and direction of the product.

By creating a well-defined design brief, product design teams can ensure that their efforts are focused, aligned, and ultimately successful.

#### Key Components of a Design Brief

1. **Project Overview**
   * **Project Name:** A clear and concise title.
   * **Project Goal:** The overall purpose or desired outcome of the product.
   * **Target Audience:** The specific group of people the product is designed for.
2. **Problem Statement**
   * **Pain Points:** The specific issues or challenges the product aims to address.
   * **User Needs:** The unmet needs or desires of the target audience.
3. **Design Objectives**
   * **Functional Requirements:** The specific features or capabilities the product must have.
   * **Aesthetic Requirements:** The desired look and feel of the product, including visual style and branding.
   * **Usability Requirements:** How easy and intuitive the product should be to use.
4. **Constraints**
   * **Budget:** The financial limitations for the project.
   * **Timeline:** The deadline for completing the project.
   * **Technical Constraints:** Any limitations imposed by technology or existing systems.
5. **Success Metrics**
   * **Key Performance Indicators (KPIs):** The metrics that will be used to measure the success of the product.
   * **Goals:** The specific targets to be achieved for each KPI.

#### Example Design Brief

**Project:** Smart Home Thermostat&#x20;

**Goal:** To create a user-friendly thermostat that helps users save energy and improve their comfort.

**Target Audience:** Homeowners who are interested in energy efficiency and smart home technology.

**Problem Statement:** Users struggle to manually adjust their thermostats to achieve optimal comfort and energy savings.

**Design Objectives:**

* Provide real-time energy consumption data.
* Offer automated scheduling and temperature control.
* Integrate with other smart home devices.
* Have a sleek and modern design.

**Constraints:**

* Budget: $500,000
* Timeline: 9 months
* Technical Constraint: Compatibility with existing home automation systems.

**Success Metrics:**

* User satisfaction rating: 85% or higher
* Energy savings: 15% or more compared to traditional thermostats
* Market penetration: 5% of the target market within the first year


# Diary Studies

Diary studies involve gathering data by asking participants to keep a record or diary of their experiences, behaviours, or thoughts over a specific period. Participants document their daily activities, thoughts, or interactions in a structured or unstructured format, providing detailed insights into their lives.&#x20;

Researchers use diary studies to gain a deeper understanding of participants' perspectives, habits, and challenges over time. These studies help uncover patterns, preferences, and motivations in a natural and self-reported manner, enabling businesses to tailor their offerings and improve user experiences based on real-life observations.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/diary-studies/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=fCx87YVbpLs>" %}

{% embed url="<https://www.youtube.com/watch?v=euc_KvEoV_k>" %}

{% embed url="<https://www.youtube.com/watch?v=FEmn0Pe4cLw>" %}


# Empathy Mapping

{% hint style="info" %}
AKA Empathy Map
{% endhint %}

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2Fgit-blob-59e1e0c209214d4df996ffb6c2915211a9421da9%2Fempathy-map.png?alt=media" alt=""><figcaption></figcaption></figure>

Empathy mapping helps designers understand and connect with the end-users on a deeper level. It involves creating a visual representation of a user's thoughts, feelings, and needs.

To create an empathy map, you typically divide it into four quadrants: "What the user Says," "Thinks," "Feels," and "Does." Designers collect insights through user research, such as interviews and observations, to fill in these quadrants. This process fosters a holistic view of users, enabling designers to develop more user-centric solutions.

Empathy mapping is crucial because it bridges the gap between design and user needs. It enhances communication within design teams and ensures that the final product aligns with the user's perspective.

#### Further Reading

{% embed url="<https://www.mindtools.com/abtn3bi/empathy-mapping>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=QwF9a56WFWA>" %}

{% embed url="<https://www.youtube.com/watch?v=Tz0dpeqcO60>" %}

{% embed url="<https://www.youtube.com/watch?v=9HwpR3Njq00>" %}

{% embed url="<https://www.youtube.com/watch?v=ZtFgXMBtNcY>" %}

{% embed url="<https://www.youtube.com/watch?v=2YpC3R1zNdA>" %}


# Ethnographic Study

Ethnographic research is the study of people in their everyday lives. It is a qualitative research method, originally from anthropology, where researchers watch and interact with people in their natural environment to understand their behaviours and the context around them.&#x20;

This approach helps uncover what people truly need and do, rather than just what they say.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=ULrHIFkwDqM>" %}

{% embed url="<https://www.youtube.com/watch?v=82gL4zLXarA>" %}

{% embed url="<https://www.youtube.com/watch?v=nNw_h9gGE-k>" %}

#### Further Reading

{% embed url="<https://medium.com/user-experience-society-dlsu/ethnographic-studies-a-research-approach-beyond-ux-39c66d816c26>" %}


# Expert Review

Expert Reviews are useful throughout multiple phases of a UX design project.&#x20;

See the Expert Review page in the **Testing section**.&#x20;

Visit the link below for more information.

{% content-ref url="/pages/fMhgsVRJ8h6eVUBKyqBT" %}
[Expert Review](/ux-methods/testing/expert-review)
{% endcontent-ref %}


# Feasibility Study

{% hint style="info" %}
AKA Feasibility Analysis, Feasibility Report
{% endhint %}

A feasibility study, analysis or report is a process of assessing the practicality and viability of a proposed project, idea, or business venture.&#x20;

It involves evaluating various factors such as technical, economic, operational, legal, and scheduling aspects to determine if the project is achievable and worth pursuing. Feasibility analysis examines the potential risks, benefits, costs, and resources required for the project's success.&#x20;

By conducting a feasibility analysis, businesses can make informed decisions, identify potential obstacles or limitations, and evaluate the overall feasibility of the project before committing significant resources. This analysis helps stakeholders assess the viability of their ideas, mitigate risks, and increase the chances of successful project execution.

#### Further Reading

{% embed url="<https://www.simplilearn.com/feasibility-study-article>" %}

{% embed url="<https://asana.com/resources/feasibility-study>" %}

{% embed url="<https://www.indeed.com/career-advice/career-development/how-to-write-feasibility-studies>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=WI6_snOjlm0>" %}

{% embed url="<https://www.youtube.com/watch?v=NCw2Up8sZuQ>" %}


# Free-listing

Free-listing is a straightforward research technique used to uncover how people categorise and prioritise information within a specific topic.&#x20;

The process involves asking a participant to list every item that comes to mind for a particular category, such as the features expected in a banking app or the steps involved in booking a holiday. This approach is highly effective for capturing the vocabulary and concepts that people naturally associate with a product.

When the results are analysed across a group of participants, common patterns emerge based on how frequently an item is mentioned and the order in which it appears. Items listed first and most often are generally the most important or culturally significant to that audience.&#x20;

Free-listing is often utilised in the early stages of product development to define a site map or navigation structure. For example, a team building a grocery app might ask participants to list every item they would expect to find in the "Dairy" aisle.&#x20;

If most people list eggs alongside milk and cheese, the designers gain clear evidence that eggs should be categorised there, even if they are technically not dairy. This ensures the digital layout matches the instinctive logic of a shopper.

Another common application involves identifying the most valued features of a service. In a study for a fitness tracker, researchers might ask participants to list all the things they track during a workout.&#x20;

If "heart rate" and "calories" consistently appear at the top of these lists across different users, it signals that these metrics deserve the most prominent placement on the primary dashboard.&#x20;

This method also works well for brand perception studies, where people list words they associate with a company, helping the team understand if the intended brand identity aligns with public reality.

Using this method helps a design team move beyond internal assumptions to build an experience that reflects the actual mental models of the people using it, ensuring that the most vital information remains a central focus.

#### Further Reading

{% embed url="<https://medium.com/kainosxd/free-listing-the-greatest-research-method-youve-never-heard-of-807b130752dc>" %}

{% embed url="<https://uxmastery.com/design-games-freelisting/>" %}

{% embed url="<https://www.usabilitybok.org/free-listing>" %}

{% embed url="<https://pmc.ncbi.nlm.nih.gov/articles/PMC7845553/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=-tnuFJA6Y9A>" %}


# Field Studies

Field studies involve conducting research or gathering data directly in the real-world context where the subject of study naturally occurs.&#x20;

It typically involves observing and interacting with individuals or groups in their natural environment to gain insights into their behaviours, preferences, and experiences. Researchers often visit specific locations, conduct interviews, administer surveys, or perform experiments to collect data first-hand.&#x20;

Field studies provide a deeper understanding of real-world dynamics, social interactions, and contextual factors that may impact the subject of study. This research approach enables researchers to gather rich and authentic data, leading to valuable insights and informing the development of more relevant and user-centric solutions or interventions.

#### Field Studies

{% embed url="<https://www.youtube.com/watch?v=OI4bSY0FtkU>" %}

{% embed url="<https://www.youtube.com/watch?v=GvYjOrwM2fI>" %}

{% embed url="<https://www.youtube.com/watch?v=smzwIsi2Zto>" %}

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/field-studies/>" %}


# First Principles Thinking

First principles thinking involves breaking down a complex problem into its most basic components. By questioning underlying assumptions and focusing on fundamental truths, this approach challenges conventional wisdom and encourages critical thinking. This can lead to innovative solutions.

In UX design, first principles thinking is particularly valuable during the Discovery phase. By applying this method, designers can challenge assumptions, gain deeper user insights, uncover true needs, and develop innovative solutions that go beyond surface-level requirements.

Learn more about First Principles Thinking in the **Cognitive Tools** section below.

{% content-ref url="/pages/1nlIdlAfXOj3XA65I0f3" %}
[First Principles Thinking](/cognitive-tools/universal/problem-solving/first-principles-thinking)
{% endcontent-ref %}


# Focus Groups

A focus group is a qualitative research method that involves bringing together a small group of individuals to discuss a specific topic, product, or service.&#x20;

It is typically facilitated by a moderator who guides the group discussion. The participants share their opinions, experiences, and perceptions on the subject matter, providing valuable insights into their attitudes, preferences, and behaviours. Focus groups encourage open dialogue, allowing participants to interact with one another and build upon each other's ideas.&#x20;

Researchers use this method to gather in-depth qualitative data, explore diverse perspectives, and uncover underlying motivations or concerns. The findings from focus groups inform decision-making, product development, marketing strategies, and other business initiatives by providing a deeper understanding of the target audience and their needs.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/focus-groups-definition/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=e9nZRMN49J0>" %}

{% embed url="<https://www.youtube.com/watch?v=RP0JIQorMxI>" %}

{% embed url="<https://www.youtube.com/watch?v=SLHq8OH66vA>" %}


# IA Research Study

An information architecture (IA) research study involves investigating and evaluating the organisation and structure of information within a system or website.&#x20;

It focuses on understanding how users navigate, find, and interact with information to achieve their goals. IA research studies employ methods such as user interviews, card sorting exercises, tree testing, and usability testing to gain insights into users' mental models, information needs, and preferences.&#x20;

By conducting IA research, businesses can identify opportunities to improve the organisation, labelling, and navigation of information, resulting in enhanced user experiences and improved findability of content. The findings from an IA research study inform the design and development of intuitive and user-friendly information structures that support efficient and effective information retrieval.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/ia-study-guide/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=XfxR5m8zUO8>" %}


# Jobs-to-be-Done (JTBD)

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2Fgit-blob-c7186ee127e941f70af2abf498ce494bf15572fa%2Fjobs-to-be-done.png?alt=media" alt=""><figcaption><p>Image <a href="https://jtbd.info/2-what-is-jobs-to-be-done-jtbd-796b82081cca">Source</a></p></figcaption></figure>

#### What is the Jobs-to-be-Done (JTBD) Framework?

The Jobs-to-be-Done (JTBD) framework helps businesses understand the underlying "job" or "task" that customers are trying to accomplish when they use a product or service. Instead of focusing on product features, JTBD shifts attention to the customer’s end goals, ensuring better alignment with their actual needs.

By uncovering the reasons users choose a product or feature, JTBD empowers teams to identify the essential "job" users want to fulfil and develop products that address these needs more effectively than alternatives. This approach guides product teams to prioritise customer outcomes, shaping design and development around solving real problems and delivering meaningful results.

JTBD is particularly valuable for long-term strategy, as it keeps teams focused on what users genuinely value rather than fixating on specific solutions or features. This outcome-oriented perspective helps organisations build products that meet core customer needs and stand the test of time.

#### Does JTBD Fit Under Strategy or Process?

* **Strategic Role**: JTBD is often viewed as a strategic framework because it drives high-level decisions about product direction and customer focus. By understanding customer jobs, organisations can develop products that directly support core customer goals.
* **Process Integration**: While strategic, JTBD can also influence process by embedding job-focused thinking into the product development lifecycle (e.g., discovery, prototyping, and iteration stages).

#### Key Aspects of the JTBD Framework

1. **Understanding Customer Needs**\
   By concentrating on the job that a customer wants to get done, businesses can better understand the specific problems customers face and what they hope to achieve. This knowledge enables the development of solutions that truly address customer needs.
2. **Developing Relevant Products**\
   JTBD guides product development by encouraging a focus on creating solutions that directly fulfill customer goals, leading to products that are more likely to meet their expectations and solve their problems.
3. **Effective Marketing Alignment**\
   By emphasising the job customers need to accomplish, JTBD helps businesses communicate the product's value in a way that resonates with customers, showing how the product can effectively help them achieve their goals.

#### Types of Jobs in the JTBD Framework

* **Functional Jobs**: These are the primary tasks a customer wants to accomplish, such as “find a secure way to store files.”
* **Emotional Jobs**: The feelings or perceptions customers want to achieve, e.g., feeling safe, avoiding anxiety, or gaining confidence.
* **Social Jobs**: These relate to how a customer wants to be perceived by others, such as “appear professional in client meetings.”
* **Supporting Jobs**: Related or secondary tasks that complement the main job (e.g., “easily share files with colleagues”).

#### Tips for Implementing the JTBD Framework

* **Keep the Focus on Customer Goals**: Shift perspective from product features to the “why” behind customer actions.
* **Use Interviews and Observations**: Customer research should focus on the underlying reasons customers choose your product, rather than preferences for specific features.
* **Look Beyond Demographics**: Demographic data is often not predictive of customer jobs. Instead, focus on situational context.
* **Incorporate Cross-Functional Teams**: JTBD insights can benefit from perspectives across product, design, marketing, and customer support teams.

#### Step-by-Step Guide to Implementing the JTBD Framework

1. **Research and Identify Jobs**
   * Conduct user interviews or observe users in action to understand their end goals.
   * Focus on specific language and phrasing used by users, as this can reveal deeper insights.
2. **Define Job Statements**
   * Write clear statements using a structure like: "When \[situation], I want to \[job], so I can \[outcome]."
   * When I'm planning a new project, I want to organise tasks and deadlines, so I can ensure my team stays on schedule and on budget.
   * When I'm working out at home, I want to follow guided exercise routines, so I can stay motivated and improve my fitness without needing a gym.
   * When I get home from work, I want to have a quick and easy meal kit to prepare, so I can eat a nutritious dinner without spending too much time cooking.
   * When I have free time, I want to learn new professional skills, so I can improve my qualifications and advance my career.
   * When I check my finances, I want to see a summary of my spending and saving, so I can make informed decisions and work toward my financial goals.
   * Ensure job statements capture both functional and emotional goals where relevant.
3. **Categorise and Prioritise Jobs**
   * Organise jobs by relevance, frequency, and importance.
   * Work with stakeholders to prioritise the top jobs to address based on strategic alignment and potential impact.
4. **Translate Jobs into Features and Processes**
   * Break down each job into requirements and features.
   * Example: If users “hire” the product to align on project milestones, features like reminders, shared notes, and real-time project updates might be valuable.
5. **Test and Iterate**
   * Continuously test with real users to ensure the features fulfil the job in the best way possible.
   * Collect feedback on whether the solution fully supports the user’s job and make changes as necessary.

#### JTBD in Action: A Detailed Example

* **Scenario**: A streaming service wants to better understand why customers subscribe.
* **Research Findings**:
  * Job Statements: "When I have free time, I want to relax and find something interesting to watch so that I feel entertained and informed."
  * **Functional Jobs**: Discover new shows, watch without advertisements.
  * **Emotional Jobs**: Feel relaxed, avoid boredom.
  * **Social Jobs**: Recommend popular shows, feel in-the-know.
* **Implementation Steps**:
  * **Identify Gaps**: The service noticed that customers found it hard to discover shows aligned with their moods.
  * **Develop Solutions**: They implemented a "Mood Filter" to let users find content by how they feel (e.g., "light-hearted," "thought-provoking").
  * **Prototype Testing**: Feedback showed increased engagement when using the mood filter.
  * **Outcomes**: The feature improved customer satisfaction and reduced the time spent browsing.

#### Final Tips

* **Stay Outcome-Focused**: Always return to the core job to avoid adding unnecessary features.
* **Cross-Functional Collaboration**: Involve designers, developers, and product strategists so the entire team aligns on the job.
* **Continuous Validation**: Regularly check if the product meets the job as user needs may evolve.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=ekerxw2HksY>" %}

{% embed url="<https://www.youtube.com/watch?v=dbVN6EYql6k>" %}

{% embed url="<https://www.youtube.com/watch?v=IanZkc-i2J4>" %}

#### Further Reading

{% embed url="<https://uxplanet.org/jobs-to-be-done-in-product-design-40142f328f07>" %}

{% embed url="<https://medium.com/@TechMagic/jobs-to-be-done-jtbd-methodology-definition-and-overview-40f5f1b4a8ec>" %}

{% embed url="<https://medium.com/@mikeboysen/how-to-create-a-jobs-to-be-done-jtbd-product-innovation-strategy-7b307d47fa51>" %}

{% embed url="<https://jobs-to-be-done.com/jobs-to-be-done-a-framework-for-customer-needs-c883cbf61c90>" %}

{% embed url="<https://uxplanet.org/jobs-to-be-done-jtbd-in-product-design-6065e7bec122>" %}

{% embed url="<https://uxdesign.cc/why-jobs-to-be-done-jtbd-should-be-part-of-your-strategic-design-toolkit-fd1508db06b7>" %}

{% embed url="<https://jtbd.info/2-what-is-jobs-to-be-done-jtbd-796b82081cca>" %}

{% embed url="<https://blog.logrocket.com/ux-design/how-ux-teams-can-use-jtbd-framework/>" %}

{% embed url="<https://jobs-to-be-done.com/what-is-jobs-to-be-done-fea59c8e39eb>" %}

{% embed url="<https://www.nngroup.com/articles/personas-jobs-be-done/>" %}

{% embed url="<https://uxdesign.cc/8-things-to-use-in-jobs-to-be-done-framework-for-product-development-4ae7c6f3c30b>" %}

{% embed url="<https://www.userinterviews.com/ux-research-field-guide-chapter/jobs-to-be-done-jtbd-framework>" %}


# Kick-Off Meeting

{% hint style="info" %}
AKA Kick-off Workshops
{% endhint %}

A kick-off meeting is an initial gathering or event that marks the beginning of a project, initiative, or collaborative effort.&#x20;

It involves bringing together key stakeholders, team members, and relevant individuals to align on goals, objectives, and project expectations. During the kick-off meeting, the project scope, timeline, roles, and responsibilities are discussed and clarified. It serves as an opportunity to establish clear communication channels, address any questions or concerns, and foster a shared understanding among the participants.&#x20;

The kick-off meeting sets the tone for the project, promotes collaboration, and ensures that everyone involved is on the same page. It helps create a sense of enthusiasm, motivation, and unity within the team, setting the stage for a successful and coordinated project execution.

#### Further Reading

{% embed url="<https://www.nngroup.com/videos/kickoff-meetings/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=zcm6eLZXiVU>" %}


# Observation

A method of investigation in which designers closely observe and analyse people interacting with a product, system, or service in their natural environment or a controlled setting.&#x20;

The primary aim is to gain a deeper understanding of user interactions, identify usability issues, and uncover unspoken needs and concerns that users might struggle to express overtly.&#x20;

This approach often assists in identifying trends, pauses, and emotional reactions, ensuring that the design is in harmony with user expectations.

#### Further Reading

{% embed url="<https://www.interaction-design.org/literature/article/how-to-conduct-user-observations>" %}


# Personas

User personas are fictional representations of target users or customer segments based on research and data.&#x20;

They are created to embody the characteristics, needs, goals, and behaviours of specific user groups. User personas are typically developed through qualitative and quantitative research, including interviews, surveys, and user data analysis. They provide a concise and relatable snapshot of the typical users, including demographic information, motivations, pain points, and preferences.&#x20;

User personas help designers and stakeholders gain a deeper understanding of their target audience, enabling them to make informed design decisions and create user-centred experiences. Personas serve as a reference tool throughout the design process, helping teams empathise with users, prioritise features, and evaluate design solutions from a user's perspective.&#x20;

By designing with user personas in mind, organisations can create products and services that resonate with their target users, leading to increased user satisfaction and engagement.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/personas-study-guide/>" %}

{% embed url="<https://www.nngroup.com/articles/personas-jobs-be-done/>" %}

{% embed url="<https://blog.logrocket.com/ux-dseign/using-proto-personas-for-ux-designs/>" %}

{% embed url="<https://uxdesign.cc/how-user-segmentation-rather-than-personas-helps-you-get-design-buy-in-6662d0a9a3ec>" %}

{% embed url="<https://medium.com/microsoft-design/kill-your-personas-1c332d4908cc>" %}

{% embed url="<https://boagworld.com/usability/personas/>" %}

{% embed url="<https://www.smashingmagazine.com/2025/09/functional-personas-ai-lean-practical-workflow/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=rv9yfrV-EAs>" %}

{% embed url="<https://www.youtube.com/watch?v=khLWLtxmMGM>" %}

{% embed url="<https://www.youtube.com/watch?v=xamf6hpD5nw>" %}

{% embed url="<https://www.youtube.com/watch?v=4-2lvOcbRJQ>" %}

{% embed url="<https://www.youtube.com/watch?v=XVaiNayTi8U>" %}

{% embed url="<https://www.youtube.com/watch?v=3ZLDQSFf5j8>" %}

{% embed url="<https://www.youtube.com/watch?v=netdG4sGYIA>" %}

{% embed url="<https://www.youtube.com/watch?v=fal4Wylyt3M>" %}

{% embed url="<https://www.youtube.com/watch?v=rIwoweiC3n4>" %}

{% embed url="<https://www.youtube.com/watch?v=eOFDzos5fqc>" %}

{% embed url="<https://www.youtube.com/watch?v=fGTNZ7YMdCk>" %}

{% embed url="<https://www.youtube.com/watch?v=u44pBnAn7cM>" %}


# Problem Statements

{% hint style="info" %}
AKA User Need Statements, Needs Statements, Point-of-View Statements, PoV Statements, How Might We Statements
{% endhint %}

There is also a separate page for How Might We Statements here:

{% content-ref url="/pages/HBHPNXKATYTuh1unbzvi" %}
[How Might We](/ux-methods/ideation/how-might-we)
{% endcontent-ref %}

Problem statements are concise descriptions that highlight a specific issue, challenge, or opportunity that needs to be addressed.

They provide a clear and focused articulation of the problem to be solved or the goal to be achieved. Problem statements typically define the gap between the current state and the desired state, emphasising the impact or significance of the problem. They help teams and stakeholders understand the problem's context, scope, and implications.&#x20;

By formulating problem statements, organisations can align efforts, prioritise initiatives, and guide decision-making. Problem statements serve as a foundation for problem-solving, innovation, and planning, enabling teams to develop targeted strategies and solutions that directly address the identified problem or opportunity.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/problem-statements/>" %}

{% embed url="<https://medium.com/@uxsurvivalguide/why-i-ditched-user-need-statements-created-the-cmbat-framework-67c37b3e2716>" %}

{% embed url="<https://www.nngroup.com/articles/user-need-statements/>" %}

{% embed url="<https://productcoalition.com/defining-requirements-while-building-0-to-1-e2d1c4a4c1bc>" %}

{% embed url="<https://tvsnext.com/blog/uncovering-user-needs-statement-is-50-of-solving-define-in-design-thinking/>" %}

{% embed url="<https://www.ibm.com/design/thinking/page/toolkit/activity/needs-statements>" %}

{% embed url="<https://medium.com/nextuxdesign/how-to-define-users-needs-statement-ff5ee945fed9>" %}

{% embed url="<https://www.uxpin.com/studio/blog/problem-statement/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=kT0ZqwdPYRM>" %}


# Project Brief

A project brief is a concise document that outlines the key details, objectives, and scope of a project.&#x20;

It provides an overview of the project's purpose, desired outcomes, and constraints. A project brief typically includes information such as project goals, deliverables, timeline, budget, and stakeholders. It serves as a reference point and communication tool for all parties involved, ensuring a shared understanding of the project's scope and requirements.&#x20;

The project brief acts as a foundation for project planning and execution, guiding decision-making, resource allocation, and project management activities. It helps stakeholders and team members stay aligned and focused on achieving the project's objectives.&#x20;

The project brief sets the stage for effective collaboration, enabling stakeholders to provide input and make informed decisions throughout the project lifecycle.


# Requirements Engineering

> “Requirements are the wants and needs of stakeholders clearly defined with acceptance criteria” — Association for Project Management (APM)

Requirements engineering is the framework for working through the whole requirements process, and it’s made up of five distinct phases/stages:

1. **Elicitation**: Sourcing the wants and needs of users and stakeholders.
2. **Analysis**: Ensuring your requirements are comprehensive, viable, prioritised and consistent.
3. **Documentation**: Recording your requirements in a neat, ordered package ready to communicate.
4. **Validation**: Ensuring the requirements are actually what users and stakeholders want/need, and accurately represent the solution you’re building.
5. **Management**: Maintaining and controlling the requirements, especially any changes.

#### Further Reading

{% embed url="<https://medium.com/design-bootcamp/a-guide-to-requirements-engineering-572193bd2739>" %}


# Requirements Workshops

Requirements workshops are collaborative sessions conducted with key stakeholders, subject matter experts, and members of the project team to elicit, analyse, and prioritise requirements for a project or system.&#x20;

These workshops provide a structured environment for gathering information, clarifying expectations, and defining the needs and objectives of the project. Participants engage in discussions, brainstorming activities, and exercises to identify, validate, and document requirements.&#x20;

Requirements workshops promote collaboration, knowledge sharing, and alignment among stakeholders. They enable stakeholders to contribute their expertise, provide feedback, and ensure that all perspectives are considered in the requirements gathering process.&#x20;

By conducting requirements workshops, organisations can foster a shared understanding of project requirements, uncover potential conflicts or gaps, and facilitate consensus on priorities. The outcomes of requirements workshops serve as the foundation for project planning, development, and successful delivery.

#### Further Reading

{% embed url="<https://medium.com/analysts-corner/how-to-nail-your-next-requirements-workshop-f2aba211bfd8>" %}


# Stakeholder Interviews

Stakeholder interviews involve conducting one-on-one discussions with individuals or groups who have a vested interest or influence in a project or initiative.&#x20;

These interviews aim to gather insights, perspectives, and feedback from key stakeholders to understand their needs, expectations, and concerns. The interviews typically focus on understanding stakeholders' roles, goals, and their desired outcomes from the project.&#x20;

By conducting stakeholder interviews, organisations can gain a deeper understanding of stakeholder perspectives, uncover potential challenges, and identify areas for alignment or improvement. The insights gathered from these interviews inform decision-making, stakeholder engagement strategies, and project planning.&#x20;

Stakeholder interviews help ensure that stakeholder voices are heard, concerns are addressed, and their input is incorporated into the project's design and implementation.

#### Further Reading

{% embed url="<https://medium.com/@tonyodonohoe/something-5880ed16f1ba>" %}

{% embed url="<https://www.nngroup.com/articles/stakeholder-interviews/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=fekaYjH7Ysw>" %}

{% embed url="<https://www.youtube.com/watch?v=Hu2PfM1fV1g>" %}

{% embed url="<https://www.youtube.com/watch?v=MOlDhx_Wn50>" %}

{% embed url="<https://www.youtube.com/watch?v=HP2MZscvFl8>" %}


# Surveys

Surveys are useful throughout multiple phases of a UX design project.&#x20;

See the Surveys page in the **Testing** section.

{% content-ref url="/pages/juQqNi3TwurD5v1vFdyt" %}
[Surveys](/ux-methods/testing/surveys)
{% endcontent-ref %}


# User Flows

{% hint style="info" %}
AKA User Flow Diagrams, Flowcharts
{% endhint %}

User flows, flow diagrams or flowcharts, illustrate the path a user takes through a system or website to accomplish a specific task or goal.&#x20;

These visual representations depict the sequence of steps, decisions, and interactions that a user experiences while navigating the interface. User flows use symbols and connectors to demonstrate the flow of information and actions between different screens, pages, or components.&#x20;

They help designers and stakeholders understand the logical progression of user interactions and identify potential bottlenecks or opportunities for improvement. User flows provide a visual roadmap of the user journey, highlighting the key touchpoints and decision points along the way.&#x20;

They assist in designing intuitive and seamless experiences, ensuring that users can accomplish their goals efficiently and effectively. User flows serve as a valuable communication and documentation tool, facilitating collaboration among designers, developers, and stakeholders throughout the design process.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=dsviXwJwslI>" %}

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/user-journeys-vs-user-flows/>" %}


# User Interviews

User interviews involve engaging with individuals who represent the target audience or user base of a product, service, or experience.&#x20;

These interviews aim to gather insights about users' needs, preferences, behaviours, and pain points. By conducting user interviews, researchers and designers can gain a deeper understanding of user perspectives, motivations, and goals. The interviews are typically conducted in a conversational manner, allowing users to express their thoughts, experiences, and feedback.&#x20;

User interviews help uncover valuable insights that inform the design process, improve user experiences, and validate assumptions. They provide an opportunity to empathise with users, gather qualitative data, and generate ideas for enhancements or innovations. User interviews contribute to user-cantered design by ensuring that products or services meet user needs and align with their expectations.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/user-interviews/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=yBYd5USasXg>" %}

{% embed url="<https://www.youtube.com/watch?v=1bionYPAPhg>" %}

{% embed url="<https://www.youtube.com/watch?v=vWlXNS-3Ct8>" %}


# User Mental Models

User mental models refer to the cognitive frameworks or structures that individuals use to understand and interpret the world around them.&#x20;

These models are personal constructs that shape how people perceive, reason, and make decisions. Mental models are built through experiences, knowledge, beliefs, and cultural influences. They act as filters through which individuals interpret and navigate their environment. Understanding mental models is crucial in design and user experience as it allows designers to align their products or services with users' existing mental frameworks.&#x20;

By considering users' mental models, designers can create intuitive interfaces, anticipate user expectations, and provide seamless experiences. Incorporating mental models in design helps bridge the gap between the system's functionality and users' mental representation, resulting in products that are easier to understand, learn, and use.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/mental-models/>" %}

{% embed url="<https://uxplanet.org/user-mental-models-in-product-design-a902b6dab59d>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=nAgXISssAws>" %}


# User Scenarios

It is easy to confuse **User Stories** with **User Scenarios** or **Use Cases** but the three are different.&#x20;

User Scenarios are narratives or stories that describe specific situations or contexts in which users interact with a product or service.&#x20;

These scenarios depict the user's goals, motivations, and actions within a given context, highlighting the steps they take to accomplish a task or solve a problem. User scenarios provide a realistic and contextualised view of how users may engage with a system, considering factors such as their environment, needs, and constraints.&#x20;

They help designers and stakeholders understand user behaviours, pain points, and opportunities for improvement. User scenarios aid in the design process by guiding decision-making, shaping user experiences, and ensuring that the product or service meets user needs effectively.&#x20;

By envisioning and designing for user scenarios, organisations can create more relevant and impactful solutions that align with users' real-world situations and expectations.

#### Further Reading

{% embed url="<https://medium.com/@smartgamma/user-scenarios-user-stories-use-cases-what-s-the-difference-75bf75d4bb60>" %}


# Ideation

"An idea can turn to dust or magic, depending on the talent that rubs against it." - Bill Bernbach

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FcqJM6e8SbsXQhWpeTXuO%2FIdeation.png?alt=media&amp;token=79668c92-569e-422d-a405-795658c6e60b" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
Use the 'Ideation' menu to browse methods for the ideation phase
{% endhint %}

### Ideate

The 'Ideate' phase encourages creativity and brainstorming. Generate a wide range of ideas for solving the problems identified in the previous phases. Use techniques like mind mapping, storyboarding, or brainstorming sessions to stimulate innovation. This phase is all about exploring possibilities without constraints.

1. Brainstorm solutions: Generate a broad set of potential solutions, encouraging creative thinking.
2. Explore design concepts: Begin creating low-fidelity sketches or wireframes for visual direction.
3. Collaborate cross-functionally: Engage with product, engineering, and other stakeholders to refine ideas.
4. Evaluate feasibility: Ensure ideas are technically and financially viable.
5. Narrow down concepts: Select the most promising ideas that align with user needs and project goals.

{% embed url="<https://medium.com/design-bootcamp/44-workshop-activities-to-ideate-with-your-product-team-7e03f68ceef0>" %}

{% embed url="<https://www.youtube.com/watch?v=eqGTGFSDnRQ>" %}

{% embed url="<https://www.youtube.com/watch?v=k3q0Zry7H2o>" %}

### Prototype

Once you have a set of promising ideas, it's time to create prototypes. Prototypes are preliminary versions of your design that allow you to test and validate concepts. These can range from low-fidelity sketches to high-fidelity interactive mock-ups. Prototyping helps you visualise your ideas and gather feedback before committing to a final design.

1. Build interactive prototypes: Create clickable prototypes to simulate user interaction and flow.
2. Ensure UX consistency: Align design elements to brand guidelines and established UI patterns.
3. Incorporate feedback: Quickly iterate based on input from team members and stakeholders.
4. Prepare test scenarios: Define specific user tasks and flows to evaluate in user testing.
5. Identify technical dependencies: Outline requirements or adjustments needed for the engineering team.


# Analogous Inspiration

{% hint style="info" %}
AKA Analogous Research
{% endhint %}

Analogous inspiration in UX design refers to drawing ideas and insights from similar domains or unrelated sources to solve design challenges. By looking beyond the immediate context, designers can gain fresh perspectives, innovative solutions, and creative approaches that enhance user experiences and foster originality in their designs.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=dR5Jkf3yDLU>" %}

{% embed url="<https://www.youtube.com/watch?v=wS4MpEAxYMk>" %}

#### Further Reading

{% embed url="<https://medium.com/@gursinghchahat/the-importance-of-analogous-inspiration-9edd8798fec0>" %}

{% embed url="<https://www.designkit.org/methods/analogous-inspiration.html>" %}

{% embed url="<https://www.ideou.com/blogs/inspiration/activity-explore-analogous-inspiration?srsltid=AfmBOoq_2NmbMVTHKLwcxForm6cNI-iZ5DhnNLaB05rVId9aVJEEQwLy>" %}


# Attribute Listing

Attribute listing is a UX design technique that involves identifying and documenting key characteristics or attributes of a product or service.&#x20;

It helps designers analyse and prioritise elements like functionality, aesthetics, and usability, enabling them to make informed decisions and create user-centric designs that meet the desired objectives effectively.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=vruwnA6lKb8>" %}

#### Further Reading

{% embed url="<https://medium.com/the-corporate-hamster-wheel/attribute-listing-as-an-ideation-technique-65bd13f725d5>" %}

{% embed url="<https://www.mycoted.com/Attribute_Listing>" %}

{% embed url="<https://alchemyresearch-consultancy.com/toolkits/attribute-listing/>" %}

{% embed url="<https://old-www.mindmapper.com/brainstorming-made-easy-the-attribute-listing-technique/>" %}

{% embed url="<https://www.linkedin.com/advice/0/how-can-you-use-attribute-listing-identify-9e5tc>" %}


# Brainstorming

Brainstorming is a classic and creative technique used in UX design to generate a wide range of ideas and solutions.&#x20;

It involves a group of individuals sharing thoughts and suggestions in a non-judgmental environment.&#x20;

Through collaborative thinking and ideation, brainstorming promotes innovation and helps in finding optimal design approaches for user-centric experiences.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=9mOIgNml-eg>" %}

{% embed url="<https://www.youtube.com/watch?v=FWIJosey8nI>" %}

{% embed url="<https://www.youtube.com/watch?v=-tnuFJA6Y9A>" %}

#### Further Reading

{% embed url="<https://www.figma.com/resource-library/what-is-brainstorming/>" %}

{% embed url="<https://www.interaction-design.org/literature/topics/brainstorming?srsltid=AfmBOooXta-hcHrjeGeiqnJS4ELe-qnHvWdAhYQUl3-5FFcYdeRu8OF3>" %}

{% embed url="<https://www.ironhack.com/gb/blog/5-key-brainstorming-techniques-ux-designers-need-to-know>" %}

{% embed url="<https://dovetail.com/ux/brainstorming/>" %}

{% embed url="<https://betterhumans.pub/rule-of-three-bad-ideas-arguments-and-brainstorming-ac0d06fbd4ee>" %}

{% embed url="<https://www.uxdt.nic.in/guidelines/the-ux-design-process/ideation-and-brainstorming/>" %}

{% embed url="<https://uxdesign.cc/the-path-to-brainstorming-a6f76b749ae8>" %}

{% embed url="<https://www.mural.co/blog/brainstorming-techniques>" %}

{% embed url="<https://uxplaybook.org/articles/how-to-run-ux-brainstorming>" %}


# Co-Creation Workshops

{% hint style="info" %}
AKA Collaborative Design Workshops
{% endhint %}

Co-creation workshops are collaborative sessions where designers, stakeholders, and actual users come together to solve problems as a team.&#x20;

Instead of designers working in isolation and then asking for feedback later, this method invites everyone into the creative process from the very start. During these workshops, participants use hands-on activities like sketching or mapping to explore ideas and build solutions together.&#x20;

This approach ensures that the final product truly reflects the needs and behaviours of the people using it because they helped build it. By breaking down the barriers between the creators and the audience, you foster a sense of shared ownership and uncover unique insights that a single person might miss. It is a practical way to ensure your design decisions are grounded in real world experience while making sure everyone involved is on the same page.

#### Further Reading

{% embed url="<https://uxdesign.cc/when-to-workshop-c91de323c0e4>" %}

{% embed url="<https://medium.com/design-globant/co-creation-how-tos-e25696f56d6f>" %}

{% embed url="<https://www.designkit.org/methods/co-creation-session.html>" %}

{% embed url="<https://www.ux-republic.com/en/how-to-prepare-and-lead-your-co-creation-workshop/>" %}

{% embed url="<https://www.interaction-design.org/literature/topics/co-creation?srsltid=AfmBOooOxTxfjdyy8dKKDuCxxKCQi4AhNGst4xpmhssYGZKpQTzLcRXv>" %}

{% embed url="<https://innerview.co/glossaries/user-research/co-creation-workshop>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=amE1nGiW-jU>" %}


# Crazy Eights

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FfpZrpD4GDn0inQJeDSYj%2Fcrazy-eights-1.jpg?alt=media&amp;token=28120718-bab8-4a40-8a9d-77fe630bdc60" alt=""><figcaption><p>Image by DesignReference.xyz</p></figcaption></figure>

Crazy Eights is a fast-paced sketching exercise used to generate a wide variety of design ideas in a very short amount of time. To begin, a single sheet of paper is folded into eight distinct sections. A timer is then set for eight minutes, providing exactly sixty seconds to sketch one unique idea in each square.

The goal is to focus on quantity rather than quality, pushing past initial, obvious thoughts to find more creative solutions. Because the time limit is so tight, there is no luxury for overthinking or worrying about the aesthetic quality of the drawings. It is an excellent way to break through mental blocks and explore different layout possibilities or features before committing to a final design. By the end of the session, the result is eight different concepts available for critique or refinement.

**Facilitation Guide**

To facilitate a Crazy Eights session, first ensure every participant has a piece of paper and a pen or marker. Instruct the group to fold the paper in half three times so that, when unfolded, there are eight equal rectangles.

The objective is to sketch one distinct idea in each box within a sixty-second limit per sketch. Emphasise that these drawings should be rough and that artistic ability is irrelevant. Once the group is ready, start a timer for one minute to begin the first sketch. When the minute expires, immediately announce the start of the next round and continue this rhythm until all eight boxes are filled.

Providing a ten-second warning before each minute ends helps to maintain high energy. After the eight minutes conclude, allow each person a few minutes to present their favourite ideas to the team. Small dot stickers or pens can then be used to vote on the concepts most promising for further development.

#### Further Reading

{% embed url="<https://designsprintkit.withgoogle.com/methodology/phase3-sketch/crazy-8s>" %}

{% embed url="<https://sciaverma7.medium.com/rapid-brainstorming-with-crazy-eights-2d0d992e91ae>" %}

{% embed url="<https://blog.prototypr.io/how-to-run-a-crazy-eights-workshop-60d0a67b29a>" %}

{% embed url="<https://www.figma.com/templates/crazy-8-template/>" %}

{% embed url="<https://uxdesign.cc/honing-crazy-eights-with-randomness-1c8100b94824>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=yz4g87XapQ0>" %}

{% embed url="<https://www.youtube.com/watch?v=_LwvsWljr9g&pp=ygUPQ3JhenkgRWlnaHRzIFVY>" %}

{% embed url="<https://www.youtube.com/watch?v=_TFToQLvUrw>" %}


# Design Excursions

Design excursions are a creative UX method used to break through mental blocks by looking for inspiration outside of your specific industry or problem space. During an excursion, a design team identifies the core essence of their challenge and then investigates how completely different fields handle that same concept.

For instance, if you are designing a complex check-in process for a mobile app, you might study how a busy hospital triage unit or a high-end hotel concierge manages arrivals. By stepping away from the screen and observing these unrelated environments, you can uncover fresh metaphors and novel interaction patterns that you would never have found by looking at your competitors.

This approach encourages lateral thinking and helps teams move past obvious solutions to find truly innovative ways to improve the user experience.


# Design Specifications

A design specification is a detailed document outlining the precise requirements and constraints for a design project. It serves as a blueprint, providing a clear and structured framework for designers to follow.

#### Key Elements

* **Purpose:** A clear statement of the design's intended function or goal.
* **Scope:** The boundaries of the design, including what is and is not included.
* **Requirements:** Detailed specifications for various aspects of the design, such as:
  * **Functional requirements:** What the design must do.
  * **Non-functional requirements:** Qualities like performance, reliability, usability, and maintainability.
  * **Constraints:** Limitations or restrictions, such as budget, time, or technical constraints.
* **Deliverables:** The expected outputs of the design process, such as prototypes, models, or final products.
* **Timeline:** A schedule outlining key milestones and deadlines.
* **Approval process:** The procedures for reviewing and approving design decisions.

#### Why?

* **Ensuring consistency:** They help maintain a unified vision throughout the design process.
* **Managing expectations:** They clarify what can and cannot be achieved.
* **Facilitating communication:** They provide a common reference point for all stakeholders.
* **Evaluating progress:** They allow for measuring the design's adherence to requirements.

Design specifications are typically used during the ideation stage of a design project. Design specifications act as a bridge between the initial concept and the final product, ensuring that the design remains aligned with the project's objectives throughout the development process.

#### When?

* **Discovery:** This stage involves understanding the problem, gathering research, and defining the project goals. Design specifications are not yet finalized as they often depend on insights gained during discovery.
* **Ideation:** Once the problem and goals are clear, design specifications start to take shape. They guide the creative process by outlining the specific requirements and constraints that the design must meet.
* **Testing:** Design specifications are used as a reference point during testing to ensure that the final product meets the defined criteria. Any deviations from the specifications can be identified and addressed.

#### Design Specification vs Design Brief

A design specification is not the same as a design brief. A design brief is like a roadmap, while a design specification is like a set of blueprints. The brief provides the overall direction, while the specification details the exact steps to follow.

While they both play a crucial role in the design process, they serve distinct purposes.

Design Brief

* **High-level overview:** Provides a general direction for the design, outlining the problem, goals, and target audience.
* **Inspirational:** Sets the tone and vision for the project.
* **Flexible:** Allows for creative interpretation and exploration.

Design Specification

* **Detailed guidelines:** Outlines the specific requirements and constraints for the design, such as dimensions, materials, and functionality.
* **Technical document:** Serves as a blueprint for the design team.
* **Rigid:** Provides a structured framework to ensure consistency and adherence to standards.

#### Further Reading

{% embed url="<https://www.uxpin.com/studio/blog/design-specifications/>" %}

{% embed url="<https://www.interaction-design.org/literature/topics/design-specifications>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=cNvo54t66l8>" %}


# Design Sprint

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2Fgit-blob-370bbc0aaf1dce80fe4dc6142007836bbbf93f70%2FThe-Design-Sprint-Process.png?alt=media" alt=""><figcaption><p>Image from <a href="https://www.thesprintbook.com/the-design-sprint">The Sprint Book</a></p></figcaption></figure>

The main objective of a design sprint is to efficiently create and validate a prototype within a five-day timeframe. By assembling a small team and dedicating a week exclusively to the process, you can swiftly move from identifying the problem to testing a viable solution, following a well-established, systematic checklist. The design sprint methodology, made popular by Google Ventures, involves a series of structured activities that encourage cross-functional collaboration and rapid decision-making.

During a design sprint, the team typically goes through the following key phases across 5 days:

1. **Map**: The team gathers information, defines the problem, and aligns on the goals and objectives of the sprint.
2. **Sketch**: Team members individually generate ideas and concepts through sketching. This encourages diverse thinking and generates multiple solutions.
3. **Decide**: The team reviews and discusses the sketches, sharing insights and perspectives. They then collectively decide on the most promising ideas to pursue further.
4. **Prototype**: Using the chosen idea, the team creates a tangible prototype that represents the solution concept. This can range from low-fidelity sketches to interactive digital mockups, depending on the project requirements.
5. **Test**: The prototype is tested with users or stakeholders to gather feedback and validate assumptions. The insights gained help refine and iterate on the design.

The design sprint process allows teams to align their understanding, make informed decisions, gain valuable insights, rapidly explore multiple ideas, validate assumptions, create a tangible prototype that informs the next steps in the product development process and ultimately, reduce risks before committing to full-scale development.

Essentially, a design sprint enables a team to quickly and efficiently validate and iterate on ideas to solve a specific problem or create a new product or feature.

### Facilitating a Design Sprint

#### 1. **Preparation Timeframe**

Allow at least 2-3 weeks for preparation before the sprint. This will give you enough time to become familiar with the process, set up logistics, and ensure everything is in place for a smooth run.

#### 2. **Preparation Steps for the Facilitator**

1. **Understand the Sprint Process**
   * **Study the Design Sprint Methodology**: Read the GV Sprint book by Jake Knapp or watch online tutorials if pressed for time.
   * **Outline the Schedule**: Familiarise yourself with the flow, key activities, and desired outcomes for each day of the 4 or 5-day sprint.
2. **Identify and Secure Participants**
   * **Key Roles**: The sprint team should include 5-7 people with diverse expertise—product owner, designer, developer, marketer, and ideally a decision-maker (e.g., someone who can make final calls).
   * **Invite Participants**: Reach out to these individuals and secure their commitment for the sprint days.
3. **Select and Brief the Decision Maker**
   * **Ensure Involvement**: The decision maker needs to attend on Day 1 and Day 4. Schedule a prep session to discuss their role and the importance of timely decisions to keep the sprint on track.
4. **Prepare the Sprint Workspace**
   * **Physical or Virtual**: Decide if the sprint will be in-person or remote. For in-person sprints, book a dedicated space with ample room for whiteboards or sticky notes. For virtual sprints, set up tools like Miro or MURAL, and ensure everyone has access to video conferencing software, like Zoom or Google Meet.
5. **Set Up Materials**
   * **For In-Person**: Stock up on sticky notes, whiteboards, markers, and printed templates for sketching exercises.
   * **For Virtual**: Create digital versions of each day's exercises. Set up boards for brainstorming, user journeys, voting, and prototyping.

#### 3. **Tasks to Complete in Advance**

1. **Define the Sprint Challenge**:
   * **Problem Statement**: Work with stakeholders to clearly define the problem or opportunity the sprint will address. This should be a specific, actionable challenge.
   * **Sprint Goal**: Outline a clear, measurable goal for the sprint—something that can be tested with users by the end.
2. **Collect Background Information**
   * **Research and Insights**: Gather any existing research, user feedback, and analytics to provide context. Prepare to present this at the start of Day 1.
3. **Create a Detailed Agenda**
   * **Outline Each Day's Schedule**: Set time slots for each activity and plan to keep everyone focused and on track.
4. **Plan User Testing (if Day 5 is included)**
   * **Identify Test Users**: Recruit 5 users who represent the target audience. If remote, ensure they have access to the tools they'll need.
   * **Draft a Script for Testing**: Prepare questions and tasks for users to complete with the prototype.

#### 4. **Running the Design Sprint: Day-by-Day Breakdown**

* **Day 1: Understand and Define the Problem**
  * **Morning**: Set the stage by reviewing the sprint challenge, objectives, and research insights.
  * **Activities**: Start with "[How Might We](/ux-methods/ideation/how-might-we)" (HMW) notes, [map the user journey](/ux-methods/discovery/customer-journey-mapping), and hold lightning demos to examine existing solutions.
  * **Afternoon**: Work with the team to select the primary target for the sprint (a specific part of the journey) and agree on the long-term goal and key questions.
* **Day 2: Sketch Solutions**
  * **Morning**: Start with individual sketching sessions to explore different solutions.
  * **Activities**: Lead the team through exercises like "[Crazy 8s](/ux-methods/ideation/crazy-eights)" for rapid ideation. Encourage everyone to produce a refined sketch of their best idea.
  * **Afternoon**: Wrap up with a "solution sketch" that includes sufficient detail to share with others.
* **Day 3: Decide on the Best Solution**
  * **Morning**: Conduct a "silent critique" by reviewing all sketches and voting on the most promising concepts.
  * **Activities**: Facilitate the "Decision" process by focusing on the highest-voted solution(s). Use a storyboard to flesh out the chosen concept in more detail.
  * **Afternoon**: Finalise the storyboard for a clear prototype path.
* **Day 4: Prototype**
  * **All Day**: Guide the team in creating a high-fidelity prototype that's realistic enough to test.
  * **Tools**: Set up tools like Figma or any other prototyping software. Ensure each team member has a clear role in creating the prototype.
  * **End of Day**: Review the prototype to ensure it flows well and covers the key points from the storyboard.
* **Day 5: Test with Users**
  * **Conduct User Testing**: Lead user testing sessions with 5 users, observing their interactions with the prototype.
  * **Document Feedback**: Note specific points of confusion, any positive responses, and feedback for improvement.
  * **Debrief with the Team**: Analyse the findings and discuss next steps, which may include a refined solution, further testing, or implementation planning.

#### 5. **Post-Sprint Wrap-Up**

* **Present Results**: Prepare a summary of the sprint outcomes and user feedback, highlighting any actionable next steps.
* **Follow-Up Plan**: Work with stakeholders to determine how and when to iterate on the prototype or bring the solution into development.

#### Additional Tips

* **Encourage Full Participation**: Remind the team that each voice is valuable, and set a tone for active engagement and open collaboration.
* **Time Management**: Stick closely to the schedule to keep energy levels high and ensure you reach the intended outcomes each day.
* **Keep Energy High**: Design Sprints can be intensive, so take breaks, keep the atmosphere light, and encourage creativity and flexibility.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=K2vSQPh6MCE>" %}

{% embed url="<https://www.youtube.com/watch?v=yZigSuvVr28>" %}

{% embed url="<https://www.youtube.com/watch?v=E2cbamqy7Do>" %}

#### Further Reading

{% embed url="<http://www.gv.com/sprint/>" %}

{% embed url="<https://sprintstories.com/>" %}

{% embed url="<https://www.thesprintbook.com/>" %}

{% embed url="<https://uxplanet.org/the-adventure-of-a-design-sprint-34c15cd9be76>" %}


# Gallery Walk

A Gallery Walk is a collaborative UX method used to share ideas and gather feedback across a team in a dynamic way. Instead of sitting through a long presentation, participants pin their work, such as wireframes, personas, or research findings, onto the walls of a room. This transforms the space into a temporary exhibition where everyone can move around at their own pace to review the displayed materials.

As people walk through the "gallery," they use sticky notes or pens to leave comments, ask questions, or vote on their favourite concepts. This approach encourages movement and keeps energy levels high, making it much more engaging than a standard meeting. It allows every team member to contribute their thoughts simultaneously, ensuring that even the quietest voices are heard and documented.

Once everyone has completed the circuit, the team gathers to discuss the most common themes and critiques. This process helps to build a shared understanding of the project's direction and highlights areas that need more work. It is an efficient way to synthesise diverse perspectives and reach a consensus before moving on to the next stage of the design process.

**Facilitation**

To facilitate a successful Gallery Walk, the physical or digital space must first be prepared. Large areas of wall space are cleared to accommodate designs, sketches, or research data, which should be printed at a scale legible from a short distance. These materials are arranged in a logical sequence around the perimeter to ensure a natural flow and prevent bottlenecks. An adequate supply of adhesive notes and markers must be provided for all participants.

At the commencement of the session, the objective is clearly defined for the group. The allocated duration and the specific nature of the required feedback, such as the identification of pain points or the highlighting of effective solutions, are established. The use of colour-coded adhesive notes or a fixed number of voting stickers may be utilised to maintain organised and visual data collection.

During the movement phase, the facilitator monitors the time and ensures participants progress through the gallery to avoid stagnation at any single station. Specificity in written critiques is required to ensure the feedback remains actionable. Silence is maintained during this period to allow for independent thought and to prevent the undue influence of peer discussion.

Upon completion of the walk, a structured group discussion is conducted, focusing on stations that received the highest volume of comments or votes. Creators are invited to address feedback or clarify queries raised during the review. This concluding analysis ensures a collective understanding of the results and assists the team in determining the necessary actions for the subsequent project iteration.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=jN-OyVBsWhM>" %}


# How Might We

How Might We is a simple but powerful question used in the ideation phase of a design project. It helps teams come up with creative solutions to a problem. How Might We is like a magic phrase that sparks creativity and helps you find the best ways to solve a design problem during the ideation phase.

1. **Identify a Problem**: First, you need to understand a problem or challenge in your project. This could be something like "How can we make our website easier to use?"
2. **Ask "How Might We"**: Then, you ask the question, "How might we make our website easier to use?" This question opens the door to brainstorming and finding potential solutions.
3. **Generate Ideas**: Your team can start brainstorming and coming up with lots of ideas to answer the "How might we" question. These ideas can be wild, creative, or practical.
4. **Explore Solutions**: You explore these ideas to see which ones have the most potential to solve the problem. Some may be combined or modified to create a final solution.

**Facilitation**

The facilitation of the "How Might We" method begins with the identification of core challenges or pain points discovered during the research phase. Insights are gathered and framed as concise problem statements that highlight specific user needs. These statements serve as the foundation for the exercise, ensuring the team remains focused on actual evidence rather than speculative issues.

Once the problems are defined, the facilitator reworks each statement into a question starting with the phrase "How might we." This specific phrasing is designed to suggest that a solution is possible while remaining broad enough to encourage creative thinking. The objective is to find a middle ground where the question is neither too narrow, which restricts innovation, nor too broad, which lacks actionable direction.

The finalised questions are presented to the group to trigger a structured brainstorming session. Participants generate as many ideas as possible within a set time limit, aiming for quantity over immediate quality. This process encourages the exploration of various angles and unconventional approaches to the problem.

After the ideation period, the results are organised and reviewed by the team. Ideas are often categorised by theme or feasibility to identify the most promising concepts for further development. This collaborative filtering ensures that the most impactful solutions are selected for prototyping and testing, effectively transitioning from abstract problems to tangible design opportunities.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/how-might-we-questions/>" %}

{% embed url="<https://dscout.com/people-nerds/how-might-we-statements>" %}


# Idea Box

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FJFh2VoyGGNes8IyUMzjY%2FIdea-Box.jpg?alt=media&amp;token=da7b6caf-73d5-4b1a-9aff-cf5edcc09253" alt=""><figcaption><p>Image by DesignReference.xyz</p></figcaption></figure>

The Idea Box is a simple yet effective way to gather creative thoughts and fresh perspectives from everyone within an organisation or community.

It acts as a shared space where team members or users drop off thoughts on how to improve a product, solve a specific problem, or enhance the general environment. By opening the floor to everyone, the process becomes much more collaborative, pulling in unique viewpoints that might not surface during a formal meeting or a standard workday.

Setting up a physical Idea Box is straightforward and works well in a shared office or workshop space. A container is placed in a spot where people naturally gather, such as near a kitchen area or in a communal lounge. Small slips of paper and pens are left right next to the box so that a thought can be jotted down the moment it strikes. It is helpful to allow for anonymous submissions to make sure people feel comfortable sharing experimental thoughts or honest critiques without any pressure.

For teams that work remotely or prefer a paperless version, a digital Idea Box serves as a great alternative. This is often established using a simple online form, a shared digital whiteboard, or a specific channel in a messaging app. The benefit of a digital version is that it remains accessible at all times, regardless of location. It also allows for the inclusion of links, photos, or quick sketches to explain an idea more clearly. Digital tools often permit others to add a reaction or a quick comment, which helps the team see which suggestions are resonating most with the group.

The Idea Box is a versatile tool that extends beyond specific design projects to support long-term goals and general improvements. It is frequently used to monitor company culture, office wellbeing, or ongoing operational changes. In these cases, the box remains a permanent fixture, providing a constant channel for feedback. This ensures that the habit of sharing remains part of the daily routine, even when there is no active project deadline.

Once the box contains a collection of entries, the next step involves sorting through the submissions to decide what to act on. The ideas are gathered and reviewed at regular intervals. Each suggestion is looked at to see how much value it adds and how much work it would take to implement. The most promising ones are moved into development or prototyping, while other interesting thoughts are kept in a backlog for future inspiration. Sharing a quick update on which ideas are being moved forward helps everyone feel that their contributions are truly valued.

#### Further Reading

{% embed url="<https://www.yumana.io/post/idea-box-guide>" %}


# Ideation Cards

Ideation cards are typically small cards or pieces of paper that contain ideas, prompts, or design concepts.&#x20;

Designers and teams use them during brainstorming and ideation phases to generate innovative solutions for a design problem. Each card might have a single word, a phrase, an image, or a question related to the project's goals. Participants draw cards randomly or select them deliberately to inspire new ideas.&#x20;

Ideation cards encourage out-of-the-box thinking, help break mental blocks, and foster collaboration by prompting discussions around different aspects of a design challenge. They can cover various elements like user needs, features, or user interface elements.


# Interaction Modelling

Interaction modelling involves the creation and representation of the interactions between users and a system or interface.&#x20;

It focuses on understanding and designing the flow, sequence, and behaviour of user interactions with various components and features of a digital product or service. Interaction modelling helps define how users navigate through screens, interact with elements, and accomplish tasks within the system.&#x20;

It typically involves creating visual diagrams, such as wireframes, flowcharts, or interactive prototypes, to illustrate the user interface, input/output processes, and system responses.&#x20;

By employing interaction modelling, designers and developers can iteratively refine the user experience, anticipate user needs, and ensure that the interactions are intuitive, efficient, and aligned with the users' goals and expectations.

#### Further Viewing

{% embed url="<https://builtin.com/design-ux/interaction-model>" %}

{% embed url="<https://mltechsoft.com/blog/practical-guide-interaction-model-design/>" %}

{% embed url="<https://www.uxmatters.com/mt/archives/2012/01/defining-an-interaction-model-the-cornerstone-of-application-design.php>" %}


# Mind Maps

{% hint style="info" %}
Mind Maps along with Concepts Maps are two commonly used types of Cognitive Map.&#x20;
{% endhint %}

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FzzYxzfFFoBSnabOMYRUv%2Fmind-map-ux.png?alt=media&amp;token=d9b511b2-32c5-42c4-bd6f-8cbfcd44f6c4" alt=""><figcaption><p>Image by <a href="https://uxdesign.cc/a-mind-map-for-gaining-clarity-in-ux-research-601beb724e82">MagdaDigital</a></p></figcaption></figure>

#### What are Cognitive Maps?

A cognitive map is an internal, mental process. It refers to the way the human brain naturally encodes and perceives the world. For instance, when a person navigates their hometown without a GPS, they are using their internal cognitive map. In a UX context, a user's cognitive map is their personal understanding of how an application is structured, which exists entirely inside their head.

#### Mind Maps

Mind mapping serves as a visual technique for structuring information, helping user experience designers to brainstorm and explore complex concepts or relationships. This method begins with a single central idea or problem statement, which is then expanded upon through a radial network of related thoughts and sub-topics. It facilitates a non-linear thinking process, allowing for the rapid externalisation of ideas before they are subjected to rigorous analysis or refinement. By organising data in this manner, patterns and connections that might remain hidden in a standard list or document often become apparent.

The facilitation of a mind mapping session requires a large blank surface, such as a whiteboard or a digital canvas, and various writing tools. A core theme or problem is placed at the very centre of the workspace to act as the anchor for all subsequent branches. From this central node, primary branches are drawn to represent major categories or themes related to the main topic. These primary branches are typically labelled with single words or short phrases to maintain clarity and encourage further expansion.

Once the primary structure is established, secondary and tertiary levels of detail are added. Participants are encouraged to work quickly, adding branches as ideas occur without worrying about hierarchy or perfection in the initial stages. Use of different colours, symbols, or icons is often employed to differentiate between types of information or to highlight specific priorities within the map. This visual variety assists in cognitive processing and makes the final map easier to navigate during the review phase.

After the initial brainstorming concludes, the map undergoes a period of refinement and synthesis. Related branches are grouped together, and redundant ideas are removed or merged. The resulting diagram provides a holistic view of the subject matter, which can then be used to inform site maps, user flows, or feature prioritisation. The final output acts as a shared mental model for the design team, ensuring that all stakeholders have a common understanding of the project scope and the interconnected nature of its various components.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=X2w6O5TM7rA>" %}

{% embed url="<https://www.youtube.com/watch?v=pgwcqjdYSrg>" %}

#### Further Reading

{% embed url="<https://www.interaction-design.org/literature/topics/mind-maps>" %}

{% embed url="<https://www.interaction-design.org/literature/article/cognitive-maps-ux>" %}

{% embed url="<https://uxdesign.cc/a-mind-map-for-gaining-clarity-in-ux-research-601beb724e82>" %}

{% embed url="<https://readingraphics.com/book-summary-mind-map-mastery-tony-buzan/>" %}

{% embed url="<https://www.shortform.com/summary/mind-map-mastery-summary-tony-buzan>" %}

{% embed url="<https://www.researchgate.net/publication/225631292_Concept_Mapping_Mind_Mapping_and_Argument_Mapping_What_are_the_Differences_and_Do_They_Matter>" %}


# Mood Boards

Moodboards are a visual tool used early in the design process to establish the aesthetic direction of a project. Instead of focusing on specific layouts or functional details, a moodboard gathers a collection of images, colours, textures, and fonts to convey a particular feeling or atmosphere. This helps the design team and stakeholders align on a visual style before any actual building begins.

Using a moodboard is an effective way to bridge the gap between abstract ideas and concrete design. It allows everyone involved to see how different elements work together, making it easier to identify what resonates with the target audience. By testing these visual concepts early on, you can avoid costly changes later in the process and ensure that the final product has a consistent and intentional look.

Beyond just looking nice, moodboards serve as a point of reference throughout the lifecycle of a project. They act as a visual North Star, keeping the team focused on the agreed-upon aesthetic. Whether you are creating a new brand identity or refreshing a mobile app, this method ensures that the creative vision remains clear and that all contributors are working toward the same visual goal.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/mood-boards/>" %}

{% embed url="<https://www.interaction-design.org/literature/topics/mood-boards?srsltid=AfmBOoqVMoM-JCni_F1E2LE56HYbFmPlG6blkKtW6yNqS3WzWafYXJTO>" %}

{% embed url="<https://www.uxdesigninstitute.com/blog/mood-boards-for-ui-designers/>" %}

{% embed url="<https://www.eleken.co/blog-posts/a-great-starting-point-how-to-make-a-moodboard-for-ux-ui-design>" %}

{% embed url="<https://uxplanet.org/a-comprehensive-guide-to-creating-mood-boards-for-brand-identity-and-ux-design-projects-3243790ca5f9>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=1A-tepzfhJw>" %}


# Paper Prototyping

Paper prototyping is a foundational technique in UX design. It involves creating low-fidelity sketches and interactive mock-ups on paper to quickly test and iterate on design ideas.&#x20;

This hands-on approach allows designers to gather feedback early in the process, improving usability and identifying potential design flaws before investing in digital development.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=fw42BYQmuJ4>" %}

{% embed url="<https://www.youtube.com/watch?v=OlbdIXLunt4>" %}


# Prioritisation Matrix

{% hint style="info" %}
AKA Prioritisation Matrix, Value vs Complexity Matrix, Value vs Effort Matrix, Impact vs Effort Matrix
{% endhint %}

A prioritisation matrix helps designers assess and prioritise ideas based on their impact and implementation effort.&#x20;

It involves plotting ideas on a matrix to compare and decide which ones to pursue, focusing on high-impact, low-effort options. This tool aids discussions, prioritises features, and maximises the final product's impact.

{% content-ref url="/pages/QrpmsFHkERmwimpmFHHe" %}
[Prioritisation Matrix](/cognitive-tools/universal/prioritisation/prioritisation-matrix)
{% endcontent-ref %}


# Proof-of-Concept (PoC)

In UX design, a Proof-of-Concept (PoC) is a prototype created to assess the feasibility of a design idea. It's an early-stage demonstration that tests usability and gathers feedback. By building a simplified version of the product or feature, designers can evaluate key elements and interactions. Wireframes, mockups, or interactive prototypes are used to showcase functionality and user experience.&#x20;

The PoC helps validate assumptions, identify design challenges, and refine the concept based on user insights. It differs from a Minimum Viable Product (MVP) as it focuses on validating a specific design approach rather than the entire product's functionality.


# Prototyping

Prototyping is a vital step in UX design, enabling the creation of interactive models that simulate the final product's functionality and user experience. It allows designers to gather feedback, validate concepts, and refine designs before investing in development. Prototyping minimizes risks and ensures a user-centric and successful end product.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=yh3GcHkbZcw>" %}

{% embed url="<https://www.youtube.com/watch?v=ouqNCmUlnWg>" %}

{% embed url="<https://www.youtube.com/watch?v=miVcrftnhzM>" %}

{% embed url="<https://www.youtube.com/watch?v=Sh_688UMYHE>" %}

{% embed url="<https://www.youtube.com/watch?v=GaVGu_8CdHY>" %}


# Question Storming

Question storming is a creative technique used in product design to generate a wide range of questions related to a specific topic or problem. It is a brainstorming activity that encourages divergent thinking and helps to uncover new insights and perspectives.

1. **Choose a topic or problem:** Identify the area you want to explore through question storming.
2. **Set a timer:** Limit the brainstorming session to a specific amount of time to maintain focus and energy.
3. **Generate questions:** Encourage participants to ask as many questions as possible, without judgment or criticism. The goal is to generate a diverse range of questions that explore different angles and perspectives.
4. **Categorise questions:** After the brainstorming session, group the questions into related categories to identify common themes and areas of interest.

Question storming can be used at various stages of the design process, but it is particularly valuable during the discovery and ideation phases:

* **Discovery:** Question storming can help to uncover user needs, pain points, and opportunities for improvement. By asking a wide range of questions, designers can gain a deeper understanding of the problem they are trying to solve.
* **Ideation:** Question storming can stimulate creative thinking and generate new ideas for potential solutions. By asking questions that challenge assumptions and explore different possibilities, designers can develop innovative and effective product concepts.

While question storming is primarily used in the early stages of the design process, it can also be helpful during the testing phase to identify areas for improvement and gather feedback from users. By asking targeted questions, designers can gain insights into how users interact with their product and identify areas where the design may need to be refined.

#### Further Reading

{% embed url="<https://www.printmag.com/strategy-process/business-design-school-question-storming/>" %}

{% embed url="<https://medium.com/@jasmea/the-power-of-question-storming-7f2f19c4fceb>" %}

{% embed url="<https://samaquillano.kit.com/posts/business-design-school-006-question-storming>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=Vka6yo1WL8w>" %}


# Random Word Association

{% hint style="info" %}
AKA Random Attribute Association
{% endhint %}

Random word association is a creativity technique in UX design where designers generate ideas by connecting unrelated words. By linking diverse concepts, unexpected and innovative design solutions can emerge. Random word association stimulates out-of-the-box thinking, expands possibilities, and sparks new connections for unique user experiences.

#### Further Reading

{% embed url="<https://uxdesign.cc/random-association-using-your-brains-associative-powers-to-ideate-faster-dbd9bf5e2f75>" %}


# Reverse Ideation

{% hint style="info" %}
AKA Reverse Brainstorming
{% endhint %}

Reverse ideation, which is also commonly known as reverse brainstorming, is a creative problem-solving technique that involves looking at a challenge from the opposite perspective. Instead of asking how to achieve a specific goal or solve a problem, you ask how you could cause the problem or ensure the project fails. This shift in focus helps teams identify potential pitfalls and hidden obstacles that might not be obvious during a standard brainstorming session. It is particularly useful in user experience design because it allows practitioners to see exactly what might frustrate a user or lead to a poor interface.

The process begins by clearly defining the problem and then intentionally reversing it. For example, if the goal is to improve website navigation, you would brainstorm ways to make the navigation as confusing and difficult as possible. By listing these negative actions, you create a roadmap of what to avoid. Once you have a list of ways to make the experience worse, you flip those points back into positive solutions. This method often helps teams break through creative blocks because it is generally easier and more natural for people to criticise or find faults than it is to generate flawless new ideas from scratch.

Ultimately, this method bridges the gap between identifying risks and generating innovations. By turning negative scenarios into constructive design requirements, you ensure that the final product is more robust and user-friendly. It encourages a deeper level of analysis and helps designers move past obvious answers to find more effective, practical improvements. This approach is highly valued in collaborative environments because it removes the pressure to be perfect and instead uses critical thinking to build a better overall experience.

#### Further Reading

{% embed url="<https://ideanote.io/blog/reverse-brainstorming>" %}

{% embed url="<https://www.mural.co/blog/reverse-brainstorming>" %}

{% embed url="<https://uxpilot.ai/ux-frameworks/reversed-ideation-workshop>" %}

{% embed url="<https://klaxoon.com/community-content/the-worst-case-scenario-the-ideation-which-turns-the-problem-upside-down/>" %}

{% embed url="<https://mockflow.com/blog/reverse-brainstorming>" %}

{% embed url="<https://creately.com/guides/reverse-brainstorming-examples/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=tEKb4ManS6w>" %}


# Role Playing

Role playing is a dynamic user experience method where team members act out scenarios to better understand how a person might interact with a product or service. By stepping into the shoes of a user, designers and researchers can explore the emotional and practical journey of a task in real time. This process helps to uncover pain points and social nuances that are often missed in static diagrams or written reports.

During a session, participants take on specific roles, such as a customer trying to solve a problem or a staff member providing assistance. They move through a physical or digital space to see how the environment influences behaviour. This physical movement often sparks new realisations about the flow of an interface or the clarity of instructions. It is a particularly effective way to build empathy within a team because it forces everyone to consider the user's perspective through direct experience.

The ultimate goal of role playing is to identify friction before a single line of code is written or a physical space is built. It allows for rapid prototyping of ideas and social interactions, making it easier to refine a concept based on human behaviour. Because it is low cost and requires very little equipment, it is a versatile tool for any stage of the design process.

#### Further Reading

{% embed url="<https://www.designorate.com/how-to-use-role-play-method-in-ux-research/>" %}

{% embed url="<https://think.design/user-design-research/role-play/>" %}


# SCAMPER

SCAMPER is a creative thinking technique used to improve products, services, or processes by looking at them through seven different lenses. The name is an acronym where each letter represents a specific way to rethink an existing idea: substitute, combine, adapt, modify, put to another use, eliminate, and reverse. By systematically working through these prompts, design teams can break out of routine thinking and discover innovative solutions that might not be immediately obvious.

When using this method, you start with an existing concept and ask questions based on each category. For instance, you might ask what would happen if you combined two features or what could be eliminated to make the interface simpler. This structured approach helps to expand your perspective and encourages a playful yet productive exploration of new possibilities. It is especially useful when a project feels stuck or when a product needs a fresh update to stay competitive.

Because it relies on modifying what already exists, SCAMPER is a highly practical tool for iterative design. It allows teams to refine and evolve their work by testing various transformations in a low-risk environment. The simplicity of the method means it can be applied to anything from a small app feature to a complex customer service journey. It serves as a reminder that innovation often comes from clever adjustments to current ideas rather than starting from a blank page every time.

#### Further Reading

{% embed url="<https://www.interaction-design.org/literature/article/learn-how-to-use-the-best-ideation-methods-scamper>" %}

{% embed url="<https://thedecisionlab.com/reference-guide/philosophy/scamper>" %}

{% embed url="<https://www.bitesizelearning.co.uk/resources/scamper-model-creativity>" %}

{% embed url="<https://online.visual-paradigm.com/knowledge/creativity-tool/what-is-scamper/>" %}

{% embed url="<https://www.figma.com/templates/scamper-examples/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=zLcCDsPRylQ>" %}

{% embed url="<https://www.youtube.com/watch?v=-OMJINQIZzA>" %}


# Scenario Mapping

Scenario mapping is a collaborative user experience method used to visualise the steps a person takes to achieve a specific goal. It involves breaking down a user's journey into a chronological sequence of actions, thoughts, and emotions to see how they interact with a product or service. By laying out these steps on a timeline, a design team can identify where a user might feel confused or frustrated, allowing them to spot gaps in the current experience before any development begins.

The process usually begins with a specific persona and a clear objective, such as a customer trying to return a faulty item or a new user signing up for a subscription. The team then maps out every touchpoint and decision the user encounters. This physical or digital map serves as a shared source of truth that helps prevent misunderstandings between designers, developers, and stakeholders. It forces the team to move beyond abstract ideas and focus on the practical reality of the user's situation.

In the final stages, scenario mapping helps to prioritise which features are truly necessary and which can be simplified. By seeing the entire flow in one view, it becomes much easier to identify opportunities for innovation or points where the process can be streamlined. It is an essential tool for creating a seamless experience because it ensures that every part of the journey is designed with a deep understanding of the human context behind each click or tap.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=dmlFRCZI9gQ>" %}

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/scenario-mapping-personas/>" %}

{% embed url="<https://www.uxforthemasses.com/scenario-mapping/>" %}

{% embed url="<https://www.whatifdesign.co/design-glossary/scenario-mapping>" %}

{% embed url="<https://ux-prasad.medium.com/scenario-map-cb83e658f7c0>" %}

{% embed url="<https://helio.app/ux-research/ux-deliverables/scenario-map/>" %}


# Sitemaps

A sitemap is a visual representation of a website's structure and organisation. It outlines the hierarchy and relationships between different pages or sections. In UX design, a sitemap helps designers plan and optimise user flows, ensuring easy navigation and a logical structure for a user-friendly website or application.

Sitemaps are visual representations or diagrams that outline the structure, hierarchy, and navigation of a website or digital product. They provide a bird's-eye view of the website's content, pages, and their relationships to each other. Sitemaps typically consist of boxes or nodes representing individual pages, connected by lines or arrows that depict the flow of navigation.&#x20;

Sitemaps help designers, developers, and stakeholders understand the overall structure of the website and how different pages are interconnected. They aid in organising and categorising content, ensuring logical navigation and user-friendly experiences.&#x20;

Sitemaps are valuable tools for planning and communicating the website's structure, facilitating discussions around content organisation, and identifying potential gaps or redundancies in the user journey.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/site-map-usability/>" %}

{% embed url="<https://www.nngroup.com/articles/information-architecture-sitemaps/>" %}

{% embed url="<https://www.interaction-design.org/literature/article/ux-sitemap>" %}

{% embed url="<https://www.uxpin.com/studio/blog/sitemap-ux/>" %}

{% embed url="<https://mockflow.com/blog/What-is-a-UX-Sitemap>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=oYGZR68qhfo>" %}

{% embed url="<https://www.youtube.com/watch?v=dyU2gRqXuEM>" %}

{% embed url="<https://www.youtube.com/watch?v=gFrF7vqjAzg>" %}


# Sketching

Sketching is a fundamental activity in UX design, involving the creation of quick, hand-drawn illustrations to visually explore and communicate design ideas. It allows designers to rapidly iterate, experiment with layouts and concepts, and effectively communicate their vision to stakeholders and team members. Sketching facilitates ideation and problem-solving in the early stages of the design process.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=X2CbeBojKVM>" %}


# Speed Dating

Speed dating is a fast paced research method used to quickly test several different design concepts or ideas with users. Much like the social event it is named after, this technique involves presenting a series of storyboards or sketches to a participant in quick succession. The goal is not to find a final solution, but rather to gauge the user's immediate reactions and preferences across a wide range of possible directions.

During a session, the researcher shows a participant a specific scenario and a potential solution, then asks for feedback before moving swiftly to the next one. This rapid cycle prevents the user from becoming too attached to a single idea and encourages them to compare the merits of different approaches. It is particularly effective for exploring bold or "out there" concepts that might otherwise be dismissed, as it allows the team to see which underlying ideas resonate most strongly with the audience.

By the end of the process, the design team can identify common themes and clear winners amongst the many concepts presented. This helps to narrow down the focus to the most promising paths, saving time and resources that might have been spent developing less effective ideas. Because it relies on low fidelity sketches or storyboards, speed dating is an excellent way to validate early stage strategy and ensure the project is heading in a direction that truly meets user needs.

#### Further Reading

{% embed url="<https://medium.com/research-methods-s2021/speed-dating-research-method-432a90f69fd>" %}

{% embed url="<https://www.jonnyczar.com/project/ux-speed-dating>" %}


# Storyboards

Storyboarding is a visual storytelling technique used in UX design to illustrate user journeys or scenarios. It involves creating a series of sequential sketches or frames that depict key interactions and experiences. Storyboarding helps designers communicate and align on the intended narrative flow and user experience of a product or service.

Storyboards are visual representations that depict the sequence of events, actions, or interactions in a user experience. They consist of a series of illustrated frames or panels, accompanied by brief descriptions or captions. Storyboards are commonly used in user experience design to visually outline and communicate the flow of a story or user journey.&#x20;

They help stakeholders and designers visualise the intended narrative, explore different design ideas, and identify potential gaps or areas for improvement. Storyboards provide a visual storytelling tool that enables teams to align on the desired user experience, identify key interactions, and ensure a cohesive and engaging narrative. They serve as a valuable communication tool, facilitating collaboration, feedback, and iteration in the design and development process.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=bNh54LNUtv8>" %}

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/storyboards-visualize-ideas/>" %}

{% embed url="<https://www.nngroup.com/videos/ux-storyboard/>" %}

{% embed url="<https://uxplanet.org/how-to-properly-create-storyboards-that-portray-a-users-experience-with-your-product-6c7582895f24>" %}


# Use Cases

It is easy to confuse user stories with user scenarios or use cases but the three are different. See the article from Smart Gamma below to find out more about their differences. Use cases are descriptions that illustrate how a system, product, or service can be utilised to achieve specific goals or fulfil certain requirements.&#x20;

They outline the interactions between actors (users or systems) and the system itself, showcasing the intended functionality or behaviour. Use cases typically consist of a series of steps or actions, highlighting the sequence of events and the expected outcomes. They serve as a means to understand and communicate the intended usage of the system from the user's perspective. Use cases help identify system requirements, validate design decisions, and ensure that the system meets the needs and expectations of its users.&#x20;

They provide a clear and structured way to capture and document user interactions, guiding the development process and facilitating effective communication among stakeholders, designers, and developers.

#### Further Reading

{% embed url="<https://medium.com/@smartgamma/user-scenarios-user-stories-use-cases-what-s-the-difference-75bf75d4bb60>" %}


# User Flow Diagrams

A user flow diagram is a visual representation that outlines the steps a user takes to accomplish a specific task or goal within a digital product, such as a website or mobile app. It maps out the sequence of actions, decisions, and potential outcomes as the user interacts with the interface.

Key elements of a user flow diagram include:

* **Entry points**: Where the user begins their journey, such as landing on a homepage or accessing a specific feature.
* **Actions**: The steps the user takes, like clicking a button, entering information, or navigating through menus.
* **Decisions**: Points where the user must make a choice that affects the flow, such as selecting between different options.
* **Outcomes**: The results of the user’s actions, including success, failure, or loops back to earlier steps.

These diagrams help designers understand how users move through a product and identify any potential pain points, ensuring that the user experience is as smooth and intuitive as possible. They are especially useful for collaboration among teams like UI/UX designers, product managers, and developers.


# User Stories

It is easy to confuse User Stories with User Scenarios or Use Cases [but the three are different](https://medium.com/@smartgamma/user-scenarios-user-stories-use-cases-what-s-the-difference-75bf75d4bb60).&#x20;

User stories are concise, user-focused descriptions of desired functionality or features within a software development or product management context.&#x20;

They capture the needs, goals, and motivations of the end users in a simple and understandable format.&#x20;

User stories typically follow the template:&#x20;

"As a \[type of user], I want \[a particular action or capability] so that \[a specific benefit or outcome]."&#x20;

They also contain details about what should happen, driven by context and other situations:&#x20;

"If \[context] and \[additional context] when \[event] then \[outcome]."&#x20;

As a jogger I want to track the distance I jog every week so that I can have a good understanding of how much I have exercised. If I stop jogging and I stop for more than fifteen minutes, then the record of my jog should be saved as a new jog.&#x20;

These stories help prioritise and communicate user requirements in an accessible way, guiding the development team's understanding of what needs to be built.&#x20;

User stories provide a user-centric perspective, allowing teams to focus on delivering value to users and aligning product development efforts with user needs. They serve as a foundation for agile development, aiding in iterative development, and facilitating collaboration between stakeholders, designers, and developers.

#### User Stories / Job Stories / Technical Stories

Deciding which "story" to use depends entirely on whose problem you are trying to solve and how much context you already have about the user's motivation.

Think of these not as competing formats, but as different lenses for looking at a product requirement.

**User Stories**

*As a \[type of user], I want \[action], so that \[value].*

* When to use\
  Use these when the persona is the most important variable. They are ideal for features where different types of users have distinct goals.
* The Strength\
  They keep the focus on "who" is doing the action.
* The Pitfall\
  They can become repetitive if every user wants the same thing, or if the "so that" clause is just a restatement of the "I want" clause.

**Job Stories (Jobs-to-be-Done)**

*When \[situation], I want to \[motivation], so I can \[expected outcome].*

* When to use\
  Use these when the trigger or context is more important than the persona. In many apps, a "First Time Parent" and a "Grandparent" might have the exact same motivation when a baby starts crying.
* The Strength\
  They focus on the *causality* of an action. They help designers understand the emotional or situational "why" rather than just a functional "what."
* The Pitfall\
  They can feel a bit abstract for very simple, administrative tasks where context doesn't vary much.

**Technical Stories**

*In order to \[achieve system goal], we need to \[technical implementation].*

* When to use\
  Use these for work that provides no direct, visible value to the end user but is necessary for the product to function. This includes refactoring code, setting up servers, or migrating databases.
* The Strength\
  They allow developers to track "under the hood" work that still consumes time and resources.
* The Pitfall\
  If your backlog is 80% technical stories, you are likely focusing too much on the "how" and losing sight of the user's needs.

#### Further Reading

{% embed url="<https://medium.com/agileinsider/stop-using-user-stories-418e360ed598>" %}

{% embed url="<https://ehandbook.com/job-stories-vs-user-stories-the-misguided-debate-90f8b96eaee6>" %}

{% embed url="<https://uxdesign.cc/user-stories-not-requirements-why-ux-needs-to-be-at-agile-backlogs-57d14d07dc97>" %}

{% embed url="<https://www.nngroup.com/articles/ux-user-stories/>" %}

{% embed url="<https://medium.com/@smartgamma/user-scenarios-user-stories-use-cases-what-s-the-difference-75bf75d4bb60>" %}

{% embed url="<https://dataanddesign.substack.com/p/how-translating-user-stories-into>" %}


# User Story Mapping

User story mapping is a collaborative technique used to visualise and organise user stories in a structured and meaningful way.&#x20;

It involves creating a visual representation of the user journey or product flow by arranging user stories into a cohesive narrative. User story mapping helps teams gain a holistic view of the product or project and facilitates the identification of user needs and priorities.&#x20;

The technique typically involves using sticky notes or cards on a wall or digital platform to arrange user stories in a logical sequence, capturing the user's experience from start to finish.&#x20;

By creating a user story map, teams can identify dependencies, gaps, and opportunities for delivering value to users. It aids in prioritisation, backlog refinement, and ensures that the development efforts are focused on addressing user needs and achieving desired outcomes.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/user-story-mapping/>" %}

{% embed url="<https://www.interaction-design.org/literature/article/user-story-mapping-in-design>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=TaMLUf3gISo>" %}

{% embed url="<https://www.youtube.com/watch?v=AnQpmomm7wA>" %}


# Vision Workshops

A Vision Workshop is a collaborative session designed to align a team and its stakeholders on the long-term goals and aspirations for a product or service. Rather than getting bogged down in technical details or immediate tasks, these workshops encourage everyone to look ahead, often several years into the future, to define what success truly looks like. By bringing together diverse perspectives from design, engineering, and business, the team can establish a shared "North Star" that guides all future decision-making and ensures everyone is working toward the same objective.

During these sessions, participants often engage in activities like writing a mock press release for a future product launch or sketching out a "day in the life" of a future user. These exercises help transform abstract ideas into a concrete narrative that everyone can understand and support. It is less about solving current bugs and more about answering fundamental questions regarding why the product exists and what value it should ultimately provide to the people who use it.

The primary outcome of a Vision Workshop is a unified direction that reduces friction and prevents conflicting priorities later in the development process. When a team has a clear, documented vision, it becomes much easier to decide which features to build and which ones to set aside. This clarity provides a strong foundation for the entire design process, helping the team stay focused on delivering a cohesive and meaningful experience that meets both user needs and business ambitions.

#### Further Reading

{% embed url="<https://adamfard.com/blog/vision-workshop-exercises>" %}


# What-If Scenarios

"What-if scenarios" are hypothetical situations or scenarios that designers, researchers, or product teams use to explore potential outcomes and user interactions within a user experience (UX) context. These scenarios are often constructed to evaluate how users might interact with a product or service under various conditions or circumstances.

For example, in the design of a mobile banking app, a what-if scenario might involve imagining how users would react if they were unable to access their account due to a system outage while traveling abroad. By considering such scenarios, designers can identify potential pain points, usability issues, or areas for improvement in the user experience and then address them proactively. This approach helps to create more robust and user-friendly designs that better meet the needs and expectations of users.

What-if scenarios typically belong to the ideation phase of product design. During the ideation phase, designers generate and explore a wide range of ideas and concepts to address user needs and solve identified problems. What-if scenarios are used to brainstorm potential situations or challenges that users might encounter while interacting with the product or service being designed.&#x20;

These scenarios help designers to think creatively about different user contexts and to generate innovative solutions that can enhance the user experience. Once the ideation phase is complete, the generated ideas and concepts are usually refined and tested in the subsequent phases, such as prototyping and testing, to validate their effectiveness.

#### Further Reading

{% embed url="<https://medium.com/@myfoodeeblog/designing-for-what-if-scenarios-d9155c6ca155>" %}


# Wireframing

Wireframing is a fundamental part of the design process where you create a basic, low-fidelity outline of a webpage or app screen. You can think of it as a blueprint for a building, focusing on where elements like buttons, images, and text will go without worrying about colours, fonts, or branding. By stripping away the visual polish, designers can concentrate on the structure and layout to ensure the user journey is logical and easy to follow.

The main goal of wireframing is to communicate the functionality of a page to the rest of the team and stakeholders early on. It allows everyone to see how different parts of the interface will interact and how content will be prioritised. Because these sketches are simple and quick to produce, they are very easy to change. This makes it much cheaper to catch and fix usability issues or structural flaws at this stage rather than waiting until the software is being built or the final graphics are finished.

In a professional setting, wireframes act as a bridge between the initial abstract ideas and the final product. They provide a clear map for developers and a visual guide for content creators, ensuring that the entire team is aligned on the layout before moving into more detailed design phases. Ultimately, wireframing helps to build a solid foundation for a product, ensuring that it is functional and intuitive for the end user.

#### Further Reading

{% embed url="<https://www.nngroup.com/articles/draw-wireframe-even-if-you-cant-draw/>" %}

{% embed url="<https://nurxmedov.medium.com/why-the-best-designers-always-hated-wireframing-and-ai-just-proved-them-right-5675bd1faebb>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=miVcrftnhzM>" %}

{% embed url="<https://www.youtube.com/watch?v=GaVGu_8CdHY>" %}


# Worst Possible Idea

The "Worst Possible Idea" is a creative brainstorming technique used to break through mental blocks by intentionally searching for the most ridiculous, ineffective, or even disastrous solutions to a problem. Instead of the usual pressure to be brilliant or innovative, team members are encouraged to suggest ideas that are clearly wrong or impossible. This playful approach lowers the stakes and creates a relaxed environment where people feel comfortable sharing thoughts without the fear of being judged, which often leads to more honest and energetic collaboration.

By focusing on bad ideas, the team can more easily identify the exact opposite traits that would make a solution successful. For example, if the goal is to make a website more accessible, a "worst idea" might be to hide the navigation menu entirely or use invisible text. By examining why these ideas are terrible, the team can pinpoint the critical requirements for a good user experience, such as clear visibility and intuitive pathways. It is a way of defining what success looks like by first exploring the boundaries of failure.

This method is particularly effective for teams that are stuck in a rut or struggling with "blank page syndrome." It shifts the perspective from a search for perfection to a process of elimination and reversal. Once a list of terrible ideas is generated, the group can then work together to "flip" those bad traits into functional, creative solutions. This often uncovers unconventional and highly effective approaches that would have remained hidden during a more traditional, serious brainstorming session.

#### Further Reading

{% embed url="<https://www.interaction-design.org/literature/topics/worst-possible-idea>" %}


# Testing

"Testing is an opportunity to learn, improve, and refine. It's not about finding faults, but about uncovering insights that lead to innovation and progress." - Steve Jobs

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FKJagiTWTZZoZairfvrud%2FTesting.png?alt=media&amp;token=4cadc48e-7167-41a1-b92c-0ccf5bb9368b" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
Use the 'Testing' menu to browse methods for the testing phase
{% endhint %}

### Test

Testing is a critical phase in UX design. It involves gathering feedback from real users to evaluate the effectiveness and usability of your design. Conduct usability testing, user interviews, and surveys to identify any issues or improvements. The insights gained during this phase help refine and enhance your design.

1. Conduct usability testing: Gather feedback on functionality, ease of use, and overall experience.
2. Identify pain points: Document user difficulties and areas of friction in the prototype.
3. Iterate based on feedback: Update the prototype to address issues discovered in testing.
4. Validate design choices: Confirm design solutions meet user needs and align with project goals.
5. Prepare insights for development: Finalise documentation for the build phase.

### Build

Once you have refined your designs through testing, it's time to "Build." This phase involves creating the final product, whether it's a website, app, or another digital solution. Collaborate closely with developers to ensure the design vision is translated into a functional product.

1. Collaborate with engineering: Work closely with developers to ensure designs are accurately implemented.
2. Conduct regular reviews: Monitor progress and make adjustments based on technical constraints or feedback.
3. Provide detailed handover documentation: Ensure design handover includes all necessary information.
4. Address edge cases: Clarify how the design should handle unusual scenarios or unexpected inputs.
5. Plan quality assurance: Set up a testing plan to verify design integrity during development.

### Measure

The final phase, 'Measure', is all about assessing the impact of your design. Use metrics and Key Performance Indicators (KPIs) to evaluate whether the project met its objectives. Analyse the feedback and data gathered during testing to make informed decisions for future iterations or improvements.

1. Monitor performance metrics: Use analytics to track key metrics and user behaviours post-launch.
2. Collect user feedback: Engage with users to gather qualitative insights on their experience.
3. Evaluate success against KPIs: Assess the impact of the design against the established KPIs.
4. Identify areas for improvement: Spot any recurring issues or enhancements needed for future iterations.
5. Document learnings: Capture insights and recommendations for improvement.

***

Various types of testing offer their own advantages and serve specific purposes. The choice of testing depends on the desired information, project budget, and available time. Understanding testing helps determine the most suitable approach for measuring product usability, ensuring comprehensive assessment.

<details>

<summary>User Testing vs Usability Testing</summary>

User testing and usability testing have slight distinctions depending on individual definitions. Usability testing is a component of user testing or UX testing. However, user testing goes beyond usability to assess how customers perceive their overall experience with a product, including their emotions and impression of the brand. While usability testing focuses on functionality and ease of use, user testing encompasses a broader understanding of the customer's feelings and impressions throughout their interaction with the product.

["Usability Testing 101"](https://www.nngroup.com/articles/usability-testing-101/) article by Nielsen Norman

</details>

<details>

<summary>Remote vs In-Person</summary>

Remote usability testing refers to testing conducted when the participant and researcher are in separate locations, facilitated by online tools. It can be moderated, with a researcher guiding the participant, or unmoderated, allowing participants to complete tasks independently. In contrast, in-person usability testing occurs face-to-face, where users perform tasks while being observed by a researcher. In-person testing enables real-time observation of users' body language and facial expressions. Remote testing offers convenience and scalability, while in-person testing provides direct interaction and nuanced insights. Both approaches have their advantages and are suitable for different research needs.

</details>

<details>

<summary>Moderated vs Unmoderated</summary>

Moderated usability testing involves a coordinator who stays in touch with the participant, either in-person or remotely. The coordinator closely supports the participant, assisting them throughout the research and addressing any queries or difficulties they encounter. This type of testing is well-suited for gathering qualitative data as the coordinator can observe the participant's facial expressions and body language, and ask additional questions when needed. On the other hand, unmoderated usability testing doesn't involve a moderator. Participants independently complete pre-designed tests at their own chosen time and location. It offers flexibility and convenience, typically requiring less time and people involved. Online usability testing tools facilitate unmoderated testing.

["Remote Usability-Testing Costs: Moderated vs. Unmoderated"](https://www.nngroup.com/articles/remote-usability-testing-costs/) article by Nielsen Norman Group

["Unmoderated User Tests: How and Why to Do Them"](https://www.nngroup.com/articles/unmoderated-usability-testing/) article by Nielsen Norman Group

</details>

<details>

<summary>Qualitative vs Quantitative</summary>

Qualitative research in user testing and usability testing involves gathering non-numerical insights about user experiences, behaviors, and attitudes, focusing on the "why" behind their actions. It provides descriptive findings that uncover user needs and motivations. In contrast, quantitative research gathers numerical data and measurable metrics to derive statistical insights, focusing on the "what" and "how many" aspects of user behavior. It allows for analysis at scale and provides statistical trends. Both approaches complement each other, with qualitative research providing in-depth understanding and quantitative research offering statistical generalization, forming a comprehensive picture in user research and testing.

["Quantitative vs. Qualitative Usability Testing"](https://www.nngroup.com/articles/quant-vs-qual/) article by Nielsen Norman Group

</details>

<details>

<summary>Explorative vs Comparative</summary>

Explorative usability testing is focused on discovery and gathering open feedback from participants. It is an unstructured approach used in the early stages of product development to understand what works well, what needs improvement, and identify potential market niches and new features. This type of testing involves a smaller number of participants and aids in idea iteration. Comparative usability testing, on the other hand, involves comparing multiple versions of a product or interface to determine which offers a better user experience. It gathers data on user preferences and guides design decisions. Conducted with a larger number of users, it often involves structured tasks, and A/B testing is an example of this approach.

</details>

<details>

<summary>Formative vs Summative</summary>

Formative and summative testing are two broad categories of usability testing which are important to understand. Formative testing is qualitative and takes place earlier in the design or development process. Its purpose is to identify areas for improvement in the product. The findings from formative testing help in shaping prototypes and wireframes. On the other hand, summative testing is more quantitative and occurs later in the process. It aims to assess the effectiveness of the implemented solutions. The results of summative testing provide quantitative data that can guide broader improvements or specific fine-tuning, often in conjunction with competitive analysis.

["Formative vs. Summative Evaluations"](https://www.nngroup.com/articles/formative-vs-summative-evaluations/) article by Nielsen Norman Group

["Formative vs. Summative Usability Evaluation"](https://www.youtube.com/watch?v=730UiP7dZeo) video by Nielsen Norman Group

["Formative vs. summative research"](https://uxdesign.cc/formative-vs-summative-usability-research-3dd2317b8b75) by Nick Dauchot on Medium

</details>

<details>

<summary>Behavioural vs Attitudinal</summary>

Research can be broadly categorised into behavioural and attitudinal. Attitudinal research examines what people say and think about your product, while behavioural research focuses on their actual interactions and the emotions that arise. It's important to recognise that what people say and what they do can often diverge. Understanding these categories helps us select appropriate testing methods and better organise our findings.

</details>


# 5 Second Test

The five second test is a simple but effective way to measure how well a design communicates its message at a glance. During the test, a participant looks at a screen or a specific design for exactly five seconds. Once the image is removed, they are asked a few straightforward questions about what they saw and what they remember. This helps designers understand if the most important information is catching the user's eye or if the layout is too confusing to be understood quickly.

This method is particularly useful for testing landing pages, logos, and marketing materials where first impressions are vital. Because people often decide whether to stay on a website within moments of arriving, knowing what they perceive in those first five seconds can be the difference between a successful design and a high bounce rate. It is a quantitative approach that provides clear data on whether your visual hierarchy is working as intended.

The beauty of this test lies in its speed and clarity. It does not require complex equipment or long sessions, making it easy to run frequently during the design process. By focusing on immediate recall, it strips away the bias of a user overthinking the design. Instead, you get an honest look at what truly stands out, allowing you to refine the focal points and ensure your primary call to action is impossible to miss.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=X0FG0jCqLYQ>" %}


# 10 Second Test

The ten second test is a variation of the quick recall method used to assess the clarity and effectiveness of a digital interface. In this exercise, a participant is shown a specific webpage or application screen for exactly ten seconds before it is hidden from view. This brief window of time is intended to mimic the way a typical user skims a page when they first arrive, allowing the designer to see which elements actually register in the user's memory.

After the ten seconds have passed, the participant answers questions about what they saw, such as the purpose of the page or the main action they were supposed to take. By doubling the time of a standard five second test, this method gives the user just enough breathing room to move their eyes across more of the layout. It helps identify whether secondary information is being noticed or if the visual hierarchy is cluttered enough to cause confusion even with a slightly longer look.

Using this method is a practical way to ensure that your design is not just eye catching but also informative. It reveals if your branding, core message, and navigation are intuitive enough to be understood without a deep dive. Because it relies on immediate impressions, it provides honest data about what stays with a visitor, helping you cut out unnecessary distractions and focus on what truly matters for the user experience.


# A/B Testing

{% hint style="info" %}
AKA Split Testing
{% endhint %}

A/B testing is a straightforward way to compare two different versions of a design to see which one performs better. In this method, you create a version A, which is usually the current design, and a version B, which includes one specific change, such as a different colour for a button or a new headline. These two versions are shown to different groups of users at the same time. By tracking how each group interacts with the page, you can see which version leads to more clicks, signups, or sales.

The main benefit of this approach is that it takes the guesswork out of design decisions. Instead of relying on a personal preference or a hunch, you use actual data from real users to guide your choices. It allows you to make small, incremental improvements to a website or an app over time. Because you only change one element at a time, you can be confident that the specific change you made was the reason for any improvement in user behaviour.

This method is particularly useful for fine-tuning the details of a user experience once the basic structure is in place. It helps you understand what resonates most with your audience and ensures that your design choices are helping you reach your goals. By constantly testing and learning, you can build a more effective and user-friendly product that is based on evidence rather than assumptions.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=R1jAoOvWRN0>" %}

{% embed url="<https://www.youtube.com/watch?v=m000dSSXvDY>" %}

{% embed url="<https://www.youtube.com/watch?v=6-j5My77tIU>" %}

{% embed url="<https://www.youtube.com/watch?v=fp6UWlZm1jk>" %}

{% embed url="<https://bootcamp.uxdesign.cc/top-5-ux-design-tools-for-a-b-testing-d4f41a9e22e7>" %}


# Acceptance Testing

Acceptance testing is the final stage of the development process where a product is checked to ensure it meets all the requirements and is ready for real users. In this phase, the focus shifts away from finding small technical bugs and toward verifying that the software actually does what it was designed to do. It acts as a formal review where stakeholders or end users test the system in a realistic environment to confirm it solves the specific problems it was built to address.

There are generally two main types of this method known as alpha and beta testing. Alpha testing is usually done by internal staff who look for any remaining issues before the product leaves the building. Beta testing follows this by giving a nearly finished version to a small group of actual customers. Their feedback provides an honest look at how the product performs in the wild, helping the team catch any overlooked frustrations before the official launch.

Ultimately, the goal of acceptance testing is to provide confidence to the business and the developers. Passing these tests signifies that the product is "good enough" to be released and that it delivers the expected value. By involving the people who will actually use or pay for the tool, the team ensures they haven't just built a working piece of software, but the right piece of software for the audience's needs.

#### Further Reading

{% embed url="<https://www.geeksforgeeks.org/software-engineering/acceptance-testing-software-testing/>" %}

{% embed url="<https://agilealliance.org/glossary/acceptance-testing/>" %}

{% embed url="<https://www.virtuosoqa.com/testing-guides/what-is-acceptance-testing>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=sGwm4p9sGPI>" %}

{% embed url="<https://www.youtube.com/watch?v=JDD5EEJgpHU>" %}


# Beta Testing

Beta testing is a crucial phase in the design process where a nearly finished product is shared with a select group of real users outside of the development team. This method allows people to use the software or application in their own environments and on their own devices, providing a realistic look at how it performs in the wild. Unlike internal testing, which focuses on technical requirements, this stage is all about gathering honest feedback from the people who will actually rely on the product every day.

The main purpose of this approach is to identify any remaining bugs, usability issues, or confusing features that the design team might have missed. Because these testers are not familiar with the inner workings of the project, they often interact with the interface in unexpected ways. Their experiences help the team understand if the navigation is truly intuitive and if the overall experience is satisfying before the product is released to the general public.

Running a successful test like this can save a business from a reputation damaging launch. By listening to the frustrations and suggestions of early users, designers can make final tweaks that significantly improve the final version. It acts as a safety net that ensures the product is not only functional but also polished and ready for a larger audience. This collaborative process builds trust with a core group of users and leads to a much stronger and more reliable end result.

#### Further Reading

{% embed url="<https://www.productplan.com/glossary/beta-test/>" %}

{% embed url="<https://www.centercode.com/guides/the-ultimate-guide-to-beta-testing>" %}

{% embed url="<https://www.browserstack.com/guide/beta-test-tools>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=XPVQYobucLU>" %}

{% embed url="<https://www.youtube.com/watch?v=ENiGL9jh7ms>" %}

{% embed url="<https://www.youtube.com/watch?v=hrugtRf46KU>" %}


# Design Failure Mode & Effects Analysis (DFMEA)

Design Failure Mode and Effects Analysis, or DFMEA, is a systematic approach used by design teams to identify potential problems in a product before they actually happen. Instead of waiting for a user to encounter an error, this method encourages the team to look at every component or feature and ask what could possibly go wrong. By predicting these failures early, designers can build in safeguards or change the layout to prevent frustration, injury, or system crashes later on.

During this process, each potential failure is usually scored based on three factors: how serious the impact would be, how often it is likely to occur, and how easy it is to detect before it reaches the user. This scoring helps the team prioritise which issues are the most critical to fix immediately and which ones are minor inconveniences. It turns a chaotic guessing game into a structured list of action items, ensuring that the most dangerous or annoying flaws are addressed first.

Using this method is especially important for complex systems or products where safety and reliability are paramount. It moves the design process from being reactive to being proactive, which saves a significant amount of time and money in the long run. By documenting these risks and the steps taken to mitigate them, the team creates a more robust and trustworthy user experience that feels seamless and well thought out.

#### Further Reading

{% embed url="<https://fiixsoftware.com/glossary/design-failure-mode-and-effects-analysis/>" %}

{% embed url="<https://uxdesign.cc/designing-for-how-might-things-go-wrong-7dc7fc823e11>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=vpPlF2GtFzA>" %}

{% embed url="<https://www.youtube.com/watch?v=ena1GxBwSNw>" %}

{% embed url="<https://www.youtube.com/watch?v=ZoZsmkRHAMM>" %}


# Desirability Study

A Desirability Study is a research method used to understand if users find a product, feature, or design aesthetically pleasing, emotionally engaging, and appealing.

Unlike Usability Testing, which focuses on "can the user accomplish a task?" (e.g., "Can you find the 'add to cart' button?"), a desirability study asks "how do users *feel* about this design?" It digs into the emotional and psychological side of the user experience.

The core idea is that a product's success isn't just about functionality, it's also about its emotional connection with the user. A perfectly functional product might fail if it doesn't evoke the right feelings, while a less functional but more desirable product might succeed.

#### How a Desirability Study is Conducted

A common way to run a desirability study is by using a method often referred to as the Microsoft Desirability Toolkit or Product Reaction Cards.

1. **Preparation:** The team creates or selects a set of descriptive adjective cards (e.g., "fun," "professional," "trustworthy," "boring," "complicated," "innovative").
2. **User Interaction:** Participants are shown different design mock-ups, prototypes, or even live products.
3. **Card Sorting:** After seeing a design, participants are asked to sort through the adjective cards and choose the ones that best describe how the design makes them feel. They might also be asked to pick cards that describe a competitor's design for comparison.
4. **Discussion:** The researcher then asks the participant to explain *why* they chose those specific cards. This qualitative feedback provides crucial context and insights.

#### Why It's Important

* **Goes Beyond Usability:** It fills in the blanks that usability testing can't, revealing if a design is not just easy to use, but also a joy to use.
* **Guides Visual Design:** It helps a team understand if their visual design choices (colour, typography, layout) are conveying the intended brand attributes and emotional responses.
* **Informs Branding:** It's a key tool for ensuring a product's design aligns with the company's brand identity and emotional goals.
* **Helps with Prioritisation:** By understanding what aspects of a design are most desirable, a team can better prioritize improvements and new features that will have the biggest emotional impact.

#### Further Reading

{% embed url="<https://medium.com/@neocarl/using-desirability-studies-to-find-a-better-product-market-fit-e463473631c1>" %}

{% embed url="<https://www.looppanel.com/blog/desirability-study>" %}

{% embed url="<https://pdmethods.com/desirability-study/>" %}

{% embed url="<https://flyingbisons.com/knowledge-base/desirability-studies>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=BxTdpW35h3U>" %}


# Expert Review

{% hint style="info" %}
AKA Heuristic Reviews, Heuristic Evaluation, Expert Reviews, Design Audits, UX Audit
{% endhint %}

Instead of testing with users, experts in usability or design evaluate your prototype, product or service against established usability principles and best practices. They provide feedback based on their expertise and experience.

#### **Heuristic Evaluation**

Heuristic Analysis, also known as a Heuristic Evaluation, is a method used to assess the usability and user experience of a digital product or interface. It involves a systematic review by experts who evaluate the design based on a set of predefined usability principles or heuristics.&#x20;

These heuristics are guidelines that help identify potential usability issues or areas for improvement. The evaluators examine the interface, interactions, and overall user flow to determine how well the design aligns with these principles.&#x20;

Heuristic Analysis provides valuable feedback and recommendations for enhancing the user experience, improving usability, and identifying any potential obstacles or challenges that users may encounter while interacting with the product or interface.

{% embed url="<https://www.nngroup.com/articles/how-to-conduct-a-heuristic-evaluation/>" %}

{% embed url="<https://uxplanet.org/i-did-quick-ux-audit-experience-improvement-for-noon-bbe6c7e77a16>" %}

{% embed url="<https://uxplanet.org/mastering-heuristic-evaluation-for-better-ux-211f85f183a1>" %}

{% embed url="<https://www.youtube.com/watch?v=sa5lswRd7Q8>" %}

#### Design Audits

A Design Audit often includes a Heuristic Evaluation as one of its components. Expert Reviews can incorporate elements of Heuristic Evaluation, but they are not strictly bound by the predefined heuristics.&#x20;

Design Audit is the broadest, covering multiple aspects of the user experience. Expert Review is focused on usability and user experience, drawing on the evaluator's expertise. Heuristic Evaluation is specifically focused on usability and uses predefined principles.

{% embed url="<https://medium.com/oscar-tech/design-audits-what-and-why-wip-82f1d16e1699>" %}

{% embed url="<https://uxplanet.org/everything-i-know-about-running-ux-audits-86fd317b85fb>" %}

{% embed url="<https://raw.studio/blog/what-a-ux-audit-really-reveals-about-your-products-performance/>" %}

#### Cognitive Walkthrough

A Cognitive Walkthrough is a specialised type of Expert Review where an evaluator simulates a user’s thought process to determine how easy it is to learn a new system. Unlike a general review, this method focuses specifically on new or infrequent users who are trying to complete a task for the first time without any formal training. The expert goes through each step of a task and asks a series of specific questions to see if the design provides enough clues for a person to reach their goal successfully.

During the walkthrough, the reviewer looks at the interface and asks if the user will naturally try to achieve the right effect and if they will notice that the correct control is available. They also check if the user will understand that the button or menu they see is the one they actually need for their specific task. Finally, after an action is taken, the expert evaluates whether the system provides clear feedback so the user knows they are moving in the right direction.

This method is incredibly useful early in the design phase because it identifies "guessing points" where a user might get stuck or take a wrong turn. By looking at the interface through the eyes of a beginner, an expert can spot where labels are confusing or where the logical flow of a process breaks down. It ensures that the product is intuitive and that the visual cues provided by the designers are strong enough to guide a person to success without any outside help.

{% embed url="<https://www.nngroup.com/articles/cognitive-walkthrough-workshop/>" %}

{% embed url="<https://wf-blog-2021.webflow.io/blog/cognitive-walkthrough>" %}

{% embed url="<https://www.youtube.com/watch?v=IQ7WNs6STcQ>" %}

#### Task Analysis

Task analysis is a focused method used during an expert review to break down exactly how a user completes a specific goal within a system. Instead of looking at the design as a whole, an expert examines the individual steps a person must take to finish a task, such as purchasing an item or signing up for a newsletter. By mapping out these actions, the reviewer can see where the process is logical and where it becomes unnecessarily difficult or repetitive for the user.

This process helps to identify the mental effort required to use a product. When an expert performs a task analysis, they look for "friction points" where a user might get confused or where the system asks for too much information at once. By understanding the sequence of events from the user's perspective, the reviewer can recommend ways to simplify the journey, such as combining steps or removing distractions that do not help reach the final goal.

In the context of an expert review, task analysis ensures that the functional side of the design matches the user's real world needs. It allows the team to see if the interface supports the way people naturally think and work. By stripping the experience down to its core actions, designers can create a more efficient and streamlined path, ensuring that the most frequent tasks are the easiest ones to complete.

#### Accessibility Evaluation

This method focuses on evaluating the accessibility of your prototype for users with disabilities. Testers with relevant disabilities interact with the prototype and provide feedback on its usability and accessibility features.

{% embed url="<https://info.usablenet.com/accessibility-testing>" %}

Content and Information Assessment

Error Analysis

Consistency and Standards Review

Usability Metrics Analysis

Cross-Browser and Cross-Device Compatibility

Visual Design and Branding Evaluation

{% embed url="<https://medium.com/oscar-tech/design-audits-what-and-why-wip-82f1d16e1699>" %}


# Eye Tracking

Eye tracking is a high-tech research method that uses specialised hardware to record exactly where a person is looking while they interact with a digital product. By using infrared sensors to track the movement of a user's pupils, researchers can see which parts of a screen grab their attention and which parts are ignored entirely. This provides an objective look at visual behaviour that goes beyond what a person might say in an interview, as it captures subconscious reactions and scanning patterns that the user may not even be aware of themselves.

The data from these sessions is often presented as heatmaps or gaze plots. A heatmap uses colours to show which areas of a page received the most focus, with "hot" red areas indicating where the eyes lingered the longest. A gaze plot, on the other hand, shows the specific path the eyes took as they moved across the layout, including the order in which elements were viewed. These visualisations help designers understand if their visual hierarchy is working or if important information, like a "buy now" button or a crucial navigation link, is being overlooked because of distracting images or poor placement.

This method is particularly valuable for identifying "banner blindness" or determining if a layout is too cluttered for a user to find what they need quickly. It removes the guesswork from layout design by providing hard evidence of how a person’s attention is distributed. While it is a more resource-intensive method than simple observation, the insights it provides into the immediate, physical reaction of a user can lead to a much more efficient and polished interface.

#### Further Reading

{% embed url="<https://www.interaction-design.org/literature/article/eye-tracking-ux>" %}

{% embed url="<https://www.nngroup.com/articles/eyetracking-setup/>" %}

{% embed url="<https://www.uxstudioteam.com/ux-blog/eye-tracking-in-ux-research>" %}

{% embed url="<https://www.tobii.com/solutions/consumer-research-and-user-experience/ux-research>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=BUrm-8i84jk>" %}

{% embed url="<https://www.youtube.com/watch?v=lC-Gv_abod8>" %}


# First Click Testing

First click testing is a specific usability method used to find out if the very first action a user takes on a website or app is the correct one. Research has shown that if a person gets their first click right, they are much more likely to complete their entire task successfully. This test is usually performed by giving a participant a scenario, such as "find where to change your account password," and then recording exactly where they click on a static image of the interface.

The results of this test provide clear data on whether your navigation and labels are as intuitive as you think they are. Because it focuses only on that initial moment of decision, it strips away the noise of a user wandering around a site and getting lucky. If a large number of people click on the wrong area, it is a strong signal that your visual hierarchy is misleading or that your buttons are not placed where users naturally expect to find them.

This method is incredibly efficient because it can be done with simple wireframes or even rough sketches before any code is written. It helps design teams settle arguments about layout by providing objective evidence of user behaviour. By ensuring the first step is easy and obvious, you can significantly reduce user frustration and help people move through your product with much more confidence and speed.

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=EkbWApRCJt4>" %}

#### Further Reading

{% embed url="<https://www.userinterviews.com/ux-research-field-guide-chapter/first-click-testing>" %}

{% embed url="<https://www.optimalworkshop.com/101-guides/first-click-testing-101/an-intro-to-first-click-testing>" %}

{% embed url="<https://www.uxtweak.com/help/first-click-guide/>" %}

{% embed url="<https://www.lyssna.com/guides/first-click-testing/>" %}

{% embed url="<https://www.interaction-design.org/literature/article/first-click-testing>" %}


# Guerrilla Testing

Guerrilla testing is a fast and low cost way to get feedback on a design by taking it out into the real world and asking random people for their thoughts. Instead of recruiting specific participants and scheduling formal sessions in a lab, a researcher might go to a public place like a coffee shop or a library. They approach people who are not busy and ask them to spend a few minutes trying out a website or an app on a laptop or mobile device in exchange for a small gesture, like buying them a drink.

The main goal of this approach is to quickly identify "showstopper" usability flaws that would frustrate almost anyone. Because the people being tested are not experts and have no prior knowledge of the project, their reactions are honest and unbiased. This method is perfect for the early stages of a design when you need to know if a basic concept makes sense before you spend too much time or money developing it further. It allows a team to move fast and make changes based on real human behaviour rather than just guessing.

While it is not a replacement for deep research with a specific target audience, guerrilla testing is incredibly effective for checking general clarity and ease of use. It helps you see if your buttons are easy to find and if your instructions are simple enough for a stranger to understand. By stepping out of the office and talking to the public, you can break out of the "designer bubble" and ensure your product works for people in the real world.

#### Further Reading

{% embed url="<https://maze.co/guides/usability-testing/guerrilla/>" %}

{% embed url="<https://www.interaction-design.org/literature/topics/guerrilla-testing>" %}

{% embed url="<https://www.uxtweak.com/usability-testing/guerrilla/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=0YL0xoSmyZI>" %}


# Hallway Testing

Hallway testing is an informal and spontaneous usability method used to get quick feedback on a design by asking nearby colleagues who are not involved in the project to try it out. The name comes from the idea of literally stopping someone walking down the hallway to ask for five or ten minutes of their time. It is a highly effective way to find obvious flaws or confusing labels without the need for a formal laboratory setup or a long recruitment process for outside participants.

The main advantage of this approach is its speed and lack of cost. Because the testers are often just a few desks away, a designer can test a new idea or a specific button placement several times in a single afternoon. While these colleagues might work for the same company, if they are not part of the immediate design or development team, they can still provide a fresh perspective. They can quickly point out if a sentence is hard to read or if a navigation menu does not lead where they expected it to.

This method is particularly useful during the middle stages of a project when you need a "sanity check" on a specific feature. It helps the team stay grounded and ensures that the interface is not becoming too complex for a general user to understand. By catching simple mistakes early through these quick interactions, the team can refine the product continuously, making the eventual formal testing with real customers much more productive and focused on deeper issues.

#### Further Reading

{% embed url="<https://www.dashly.io/blog/detailed-guide-on-hallway-testing/>" %}

{% embed url="<https://medium.com/agile-pies/hallway-tests-quick-feedback-on-your-prototype-8f090b4d6a0d>" %}

{% embed url="<https://www.boldare.com/blog/hallway-testing-tips/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=twVy96NYqQg>" %}

{% embed url="<https://www.youtube.com/watch?v=UojJKL3ENrE&t=260s>" %}


# Heart Framework

The HEART framework is a high-level system created by researchers at Google to help teams measure the quality of the user experience on a large scale.&#x20;

Unlike simple metrics that only look at how many people visit a website, this method focuses on the specific emotional and behavioural aspects of how users interact with a product. It allows designers and product managers to choose the right data points to track, ensuring that they are measuring what actually matters for long-term success rather than just vanity numbers.

The name itself is an acronym for five key categories:&#x20;

1. Happiness
2. Engagement
3. Adoption
4. Retention
5. Task Success

Happiness measures user satisfaction through surveys or ratings, while Engagement looks at how often and how deeply people use the product. Adoption and Retention track how many new users start using a feature and how many of them keep coming back over time. Finally, Task Success focuses on the efficiency and effectiveness of the design, such as how long it takes a person to complete a specific action or how many errors they make along the way.

To make this framework practical, teams typically define specific goals, signals, and metrics for each of the five categories. For example, a goal for Happiness might be that users find the app easy to use, the signal would be positive ratings in the app store, and the metric would be the average star rating over a month. This structured approach helps a team stay aligned and provides a clear, data-driven story about whether their design changes are truly improving the lives of their users.

#### Further Reading

{% embed url="<https://www.heartframework.com/>" %}

{% embed url="<https://www.interaction-design.org/literature/article/google-s-heart-framework-for-measuring-ux?srsltid=AfmBOooZX-zIV9W1BtCEwJdvv5JwuH_cq_aSyRlVJGHxhKeMZv0BuyCw>" %}

{% embed url="<https://uxdesign.cc/googles-heart-framework-choosing-the-right-metrics-for-your-product-112bd7300d55>" %}

{% embed url="<https://www.productplan.com/glossary/heart-framework/>" %}

{% embed url="<https://uxplanet.org/differences-in-the-the-heart-framework-for-b2b-b2c-designs-de2a2d18bcd9>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=ulQ3NKPBCt0>" %}


# Heatmaps

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2F0NSO9bpuhZafHLAGX4ma%2Fheatmaps.png?alt=media&amp;token=d084be4e-f964-4d62-ba3d-49070de15133" alt=""><figcaption><p>Image by <a href="https://www.ramotion.com/blog/heatmap-in-ux-design/">RAMOTION</a></p></figcaption></figure>

Heatmaps are a powerful visual tool used to show how users interact with a specific page by representing their actions as colours.&#x20;

Instead of looking at a spreadsheet of numbers, a designer can see a "thermal" overlay on top of their website where "hot" red areas indicate high activity and "cool" blue areas show parts of the page that are being ignored. This makes it incredibly easy to see at a glance if users are clicking where you want them to or if they are missing your most important information.

There are several different types of these maps, with the most common being click maps, scroll maps, and move maps. A click map shows exactly where people are pressing their mouse or tapping their finger, which can reveal if users are trying to click on elements that aren't actually links. A scroll map uses horizontal bands of colour to show how far down a page people typically get before they leave, helping you decide if your most vital content is buried too low for anyone to see it.

Using this method is especially helpful for identifying "friction points" in a user’s journey. For example, if a move map shows that users are hovering their mouse over a confusing image instead of your signup button, you know that the image is a distraction. By turning raw data into a clear visual story, heatmaps allow design teams to make informed decisions about layout changes and ensure that every element on the screen is serving a clear purpose for the visitor.

#### Further Reading

{% embed url="<https://www.qualtrics.com/articles/customer-experience/website-heatmaps/>" %}

{% embed url="<https://medium.com/@andrew-chornyy/top-10-heatmap-tools-for-ux-in-2025-click-scroll-move-61969ad2d3f4>" %}

{% embed url="<https://contentsquare.com/guides/heatmaps/ux/>" %}

{% embed url="<https://www.ramotion.com/blog/heatmap-in-ux-design/>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=tokYjWcu5ok>" %}

{% embed url="<https://www.youtube.com/watch?v=aCZUOnrQpao>" %}


# Lab Usability Testing

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FF9T1IAdtU0Iupl1bcGVg%2FLab-Usability-Testing.jpeg?alt=media&amp;token=47f862d8-d961-4b5a-a9d3-54926cde6965" alt=""><figcaption><p>Image by <a href="https://measuringu.com/build-usability-lab/">MeasuringU</a></p></figcaption></figure>

Lab usability testing is a structured research method where a participant is invited into a controlled environment, such as a dedicated observation room, to complete specific tasks using a product. While a researcher sits with the participant to facilitate the session, other team members often watch the live feed from behind a one way mirror or via a video link. This setup allows the design team to observe a user's behaviour, facial expressions, and frustrations in great detail without any outside distractions or interruptions.

The primary goal of this approach is to gather high quality, in depth data about how a person navigates an interface. Because the environment is controlled, the researcher can use high quality recording equipment to capture every mouse movement and every word the participant says. This makes it much easier to identify complex usability issues that might be missed in a more casual setting. It is particularly useful for testing sensitive prototypes or products that require a high level of security and concentration from the user.

Although lab testing can be more expensive and time consuming than other methods, the level of insight it provides is often unmatched. It allows for a deep dive into the "why" behind user actions, as the moderator can ask follow up questions at the perfect moment. By bringing stakeholders into the observation room to see real people struggle or succeed with the design, it creates a powerful shared understanding of what needs to be fixed before the product is launched.

#### Further Reading

{% embed url="<https://maitraudit.medium.com/how-did-i-establish-a-lab-for-usability-testing-at-my-company-fe2fa90e4b58>" %}

{% embed url="<https://measuringu.com/build-usability-lab/>" %}


# Measuring Design Success

Measuring design success is the process of using specific data to determine if a product actually works for the people using it. Instead of relying on personal opinions or how a screen looks, this method focuses on clear evidence. It bridges the gap between creative choices and business goals by looking at how easily users can complete tasks and how satisfied they feel afterward.

To do this effectively, you need to choose the right metrics before you begin testing. Common indicators include how long a person takes to finish a goal, the number of mistakes they make, or their overall rating of the experience. By tracking these numbers over time, you can see if your design changes are making the product better or if new problems have been introduced that need to be fixed.

The ultimate goal of this method is to prove the value of your work with hard facts. When you can show that a redesign reduced customer errors or increased completion rates, you move beyond guesswork. This approach ensures that the design team and the stakeholders are aligned on what "good" looks like, making it much easier to decide where to focus your energy next.

#### Further Reading

{% embed url="<https://medium.com/andersongomes/how-to-measure-design-66e6e104a5f3>" %}

{% embed url="<https://uxplanet.org/measuring-design-essential-metrics-55a423d6fb94>" %}

{% embed url="<https://www.studiofriday.com.au/post/how-to-measure-design-success-without-metrics>" %}

{% embed url="<https://ux-tree.com/using-the-ux-kpi-tree-to-measure-success>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=0ZY0PX87nmM>" %}

{% embed url="<https://www.youtube.com/watch?v=fhCHJdUK3mU>" %}


# Prototype Testing

<figure><img src="https://1194756820-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F7GrawCzldiDSsP1yfNLi%2Fuploads%2FaezJBEED8HR25gP5XiZs%2FPrototype-Testing.png?alt=media&amp;token=72ecbb4b-3857-4df0-bd74-6024f113a3d2" alt=""><figcaption><p>Image by <a href="https://martha-eierdanz.com/">Martha Eierdanz</a></p></figcaption></figure>

Prototype testing is the practice of sharing a preliminary version of a design with real people to see how they interact with it before the final product is built. By using a simplified model, such as a clickable series of screens or a paper mockup, you can observe where users get stuck or confused. This method allows you to identify flaws in the navigation or layout early on, which is much cheaper and faster than trying to fix those same issues once the software has been fully coded.

During a testing session, you typically give a participant a specific task to complete while you watch and listen to their feedback. The focus is not on whether the user is "correct" but on whether the design is intuitive enough to guide them to their goal. These insights help the team understand if the current direction is working or if they need to rethink certain features. It is a vital step for refining the user experience because it replaces assumptions with actual evidence of human behaviour.

Ultimately, prototype testing reduces the risk of launching a product that fails to meet user needs. It creates a feedback loop where you can quickly make changes, test them again, and ensure the final result is polished and effective. This process gives the entire team more confidence that the design will succeed in the real world because it has already been proven to work in a controlled setting.

#### Further Reading

{% embed url="<https://www.interaction-design.org/literature/article/test-your-prototypes-how-to-gather-feedback-and-maximise-learning?srsltid=AfmBOoqHzmvlnM5Pc-rcObnlfiYgHed9Z8Mrm0U_5eyl2kDdXxiWgm7m>" %}

{% embed url="<https://www.optimalworkshop.com/product/prototype-testing>" %}

{% embed url="<https://www.uxpin.com/studio/blog/prototype-testing/>" %}

{% embed url="<https://www.geeksforgeeks.org/software-testing/prototpye-testing-in-software-testing/>" %}

{% embed url="<https://blog.uxtweak.com/prototype-testing/>" %}

{% embed url="<https://help.usertesting.com/hc/en-us/articles/11880432111133-What-is-prototype-testing>" %}

{% embed url="<https://trymata.com/blog/what-is-prototype-testing/>" %}

{% embed url="<https://maze.co/guides/prototype-testing/>" %}

{% embed url="<https://www.mockplus.com/learn/prototype/prototype-testing>" %}

#### Further Viewing

{% embed url="<https://www.youtube.com/watch?v=yh3GcHkbZcw>" %}

{% embed url="<https://www.youtube.com/watch?v=ouqNCmUlnWg>" %}

{% embed url="<https://www.youtube.com/watch?v=VeRCOCrntQU>" %}

{% embed url="<https://www.youtube.com/watch?v=yafaGNFu8Eg>" %}

{% embed url="<https://www.youtube.com/watch?v=1ZvPhQt9wKE>" %}

{% embed url="<https://www.youtube.com/watch?v=0VRCtguXc2E>" %}


# RITE Testing

#### RITE Testing: Rapid Iterative Testing and Evaluation

The RITE method is a high-speed approach to usability testing where the design is updated as soon as a problem is identified and a solution is agreed upon. Unlike traditional usability testing, which waits for a full cohort of participants to finish before making changes, RITE focuses on immediate evolution. This makes it particularly effective for fast-moving environments, such as AI-driven product development, where user interactions are often unpredictable.

**Core Philosophy**

The method operates on a simple cycle: find a problem, fix it, and test it again immediately. By iterating after as few as one or two participants, the team avoids wasting subsequent sessions on known issues that have already been diagnosed. This ensures that testing time is always spent uncovering new or more nuanced problems rather than confirming what is already broken.

#### How It Works

1. **Preparation:** Create a flexible prototype that can be edited quickly. This is often easier with high-fidelity design tools or modular components rather than production code.
2. **The Session:** A participant attempts a task while the core team—including designers, researchers, and product managers—observes the session in real time.
3. **Immediate Triage:** After the session, the team holds a brief sync to categorise any issues. If a problem is clear and the solution is obvious, the designer updates the prototype before the next participant begins.
4. **Verification:** The new design is tested with the next user. If the issue is resolved, the team moves on to the next challenge; if not, they continue to refine the solution.

#### When to Use RITE

This approach is best suited for the early stages of a feature or when dealing with complex, non-linear workflows like AI chat interfaces. It requires a dedicated team that can commit to several hours or days of continuous observation and design. Because the prototype changes constantly, RITE is less about gathering statistical data and more about rapidly arriving at a highly polished, functional user experience.

#### Success Factors

For RITE to be successful, the team must have the authority to make design decisions on the fly. It also requires a mindset shift: the goal is not to prove that the current design works, but to find every reason why it might fail and correct it before the product reaches the engineering phase. This collaborative intensity builds strong alignment across the team, as everyone witnesses the user's struggle and the subsequent fix firsthand.

#### Further Reading

{% embed url="<https://blog.uxtweak.com/rite-testing/>" %}

{% embed url="<https://handbook.gitlab.com/handbook/product/ux/experience-research/rite/>" %}

{% embed url="<https://www.oreilly.com/library/view/ux-for-ai/9781394345922/c19.xhtml>" %}

{% embed url="<https://www.usertesting.com/blog/rite-method-usability-testing>" %}

{% embed url="<https://www.uxmatters.com/mt/archives/2024/11/testing-digital-products-the-rite-way.php>" %}

{% embed url="<https://edisonda.com/knowledge/rite-method-when-and-how-to-use-it/>" %}




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