5 Steps to UX Success
A recent post, Creating Emotionally Empathetic Experiences with User Experience Design, discussed how user-centered design processes have been shown to drastically reduce development rework costs, lessen negative social media feedback, and increase the chance of additional purchases.
NIIT Tech’s UX methodology encompasses more than just usability – it aims to deliver the total user experience. Using a five-phase methodology, we achieve insights using qualitative methods, then validate and supplement them with quantitative techniques that yield scientific, data-backed conclusions.
This methodology addresses experience and usability issues typically faced by customers when using products and applications. As a modular process, it allows us to tailor our approach to an organization’s specific needs for products, websites, applications, etc.
The purpose of the kickoff phase is to understand the scope of the project and gain a deep knowledge of the stakeholder view. We may lead Design Thinking workshops to elicit the client’s thoughts and wishes. Then solutions are sketched solutions to ensure that we understand and remain faithful to the stakeholder vision.
In the discover phase, we dive deeply into knowledge of the business, the task environment, and the users. Discovery may take the form of user testing, focus groups, observation, surveys, etc.
- The Business: By this time, we have already done a review of best practices within the client's industry and competitors’ positioning. In this phase, we may research specific business questions pertaining to the solution.
- The Task Environment: We break key tasks down into their smallest components to allow us to reimagine them. We pay special attention to the task’s environment. For example, a passenger running through the airport with one hand dragging her baggage won't be able to navigate a dropdown menu in order to sign in.
- The Users: If possible, we interview and observe actual system users as they perform their tasks. We recently spent two days interviewing prospective users for a banking startup, and we interviewed travellers on three continents for an airline mobile app.
Insights gained in the discovery phase carry over into design where they create strong user empathy and unearth specific needs, fostering innovation. For example, the invention of the Swiffer came about after researchers watched people cleaning their floors and found that they spent more time rinsing their mops than actually cleaning.
Post-discovery, the team collaborates to integrate new ideas generated from the discovery phase. We then report our insights to the stakeholders and integrate new ideas into the solution. This process covers activities like the research integration and stakeholder walkthroughs.
The design framework and validated prototypes establish interaction design standards for the rest of the system. In this phase, the team creates an effective user experience design based on the strengths of the current application, the planned enhancements, and the insights derived from previous activities. The goal is to create the most optimum design solution to accomplish the application’s objective, taking into account the stakeholder needs.
In this phase, emphasis is on translating the strategy and the recommendations demonstrated through the prototype to the various screens of the application. Depending on the nature of the project, NIIT’s development team may have been building the product in Agile design/development cycles. If not, development will take over at this time. The User Experience team is involved in quality assurance to ensure that the final product reflects the design, and remains available through future iterations as the product or service evolves.
The five-phase UX framework is key to designing a comprehensive Digital Experience.
Forrester’s Designing For Emotion report lists skills to design for emotion:
- Work with the full scope of emotions.
- Tap into the precursors of emotion through customer understanding.
- Home in on memory-making moments.
- Frequently measure and test emotional responses.
By employing the UX framework, NIIT Tech and its customers design for emotion and usability – the total user experience.
NIIT Tech delivers digital solutions through Emotionally Empathetic Experiences. Learn more about how we apply our UX framework and design thinking processes to increase ROI for companies in e-commerce, multi-channel, portals, social integration, mobility and more.