USER EXPERIENCE DESIGN
When asked, it’s most often in service of improving upon a small part of, or all the way up to the entirety of one’s own service or product — or that of a competitor’s. Sometimes, it’s asked by a insightful entrepreneur identifying a need the market isn’t addressing, or seeing an opportunity to disrupt a whole industry (or its top incumbent). The question can also come from current users and customers via surveys and feedback forums. Visit any SaaS or software forum and you'll see countless posts essentially asking the question: “Can it be better?”
And, if it can, then the follow-up question is whether it's actually worth the resources and investment to fix or improve it.
These two questions should be asked often, repeatedly, and indefinitely.
Giving surveys to "willing" customers is an option, but it may be more accurate to analyze ALL the user data of the alleged issue with conversion funnel analytics, heat-maps, and user-recordings.
If the issue seems real and a fix would improve KPIs, the next step is to compare the predicted gains against design/development cost estimates.
If it needs fixing and is worth it, go forth!
While we already have surface-level data to know it could be better, we might still not know exactly why it's broken. If not, more in-depth tools may be needed, such as surveys (if we hadn't already) or running a campaign on UserTesting.com.
But the best results will be with the testers in the same room as you. It's well-known that body language and facial expressions reveal more truths that screen-recording, audio, and post-interviews alone cannot.
SAME ROOM FOCUS GROUPS
And so begins an iterative, back-and-forth process of design and feedback, employing an amount of processes appropriate to the project's scale.
Likely demographics can be explored upfront with "user personas", but the goal is to use continuous internal and external testing/feedback to narrow from a wide range of low-fidelity concepts, such as proposals, sitemaps, sketches, and wireframes — to progressively higher-fidelity, final options, such as layouts and prototypes of varying interactivity.
ADOBE PS, AI, XD
INVISION & MARVEL
For better developer execution, UX Design must play a guidance role. Graphics, style guides, and comprehensive design behavior documentation should also be delivered — so they can build quickly, consistently, and ideally with autonomy.
Designers must also be ready to fulfill additional developer requests until the new experience (or series of them for A/B testing) is deployed.
Once we're live, start over again at 1. QUESTIONS!
WEB STYLE GUIDES
VISUAL ASSET LIBRARIES