UNIT V RESEARCH, DESIGNING, IDEATING, & INFORMATION

ARCHITECTURE
Identifying and Writing Problem Statements - Identifying Appropriate Research
Methods - Creating Personas - Solution Ideation - Creating User Stories -
Creating Scenarios - Flow Diagrams - Flow Mapping - Information Architecture

IDENTIFYING AND WRITING PROBLEM STATEMENTS

Problem Statements
“A problem statement sums up the user pain-point or problem you’ll seek to solve
with your design”.

A problem statement is an actionable summary of your user, their goals, and

what you need to solve to meet those goals. It sets the course for your project’s user
experience; however, it shouldn’t include anything about the design elements or user
functionality you might employ to solve the problem. Instead, it should provide insight
into why you’re designing the user experience to begin with.

A definition
UX design is all about solving problems for users. Before you can come up with
effective solutions, you need to know exactly what problem you’re trying to solve.
That’s where problem statements come in.

Problem statement examples

1. A problem statement for a gym:
Members of our gym are not able to book classes in advance, which often results
in classes being too full and some members being turned away on the day. This regularly
leads to complaints from members and makes it difficult for instructors to plan ahead.
This could impact membership loyalty and referrals, as well as instructor retention.
2. A problem statement for a recruiting agency:
Jobseekers are required to manually input their personal details, work
experience, and qualifications every time they wish to apply for a new role via our
platform. On average, this takes around 1.5 hours per candidate per job. Recruiters are
complaining that there are not enough applicants for their roles, and there is a high
application abandonment rate. This is making it difficult for recruiters to meet their
placement targets.
3. A problem statement for a second-hand clothing app:
Sellers on our second-hand clothing app are unable to see where buyers are
located, and buyers are unable to filter sellers by location. This often results in
unfulfilled or cancelled transactions due to high postage costs, leaving both sellers and
buyers unhappy. This is also impacting revenue.
As you can see, each of these problem statements clearly outlines the user(s)
concerned, the problem they face, the context of the problem, and the impact of the
problem on the user, the organisation, or both.

When should you write a problem statement?

“UX problem statements are usually generated in the discovery phase. That is, the
part of the UX process that’s dedicated to understanding your users and what they want
and need in relation to your product”.

You might write your problem statement:

 Before conducting user research. Perhaps you’ve observed a particular issue
with your product or been made aware of a bottleneck through customer or
internal stakeholder feedback. You might write a problem statement and use it as
the basis for further user research and exploration of the problem space.
 After conducting user research. Once you’ve conducted thorough user research,
you might write a problem statement to summarise and pin-point the main user
problem you identified. This will then inform the ideation and solution-finding
stage.
Either way, you should always write your problem statement before you
start ideating and developing potential solutions.

How to Write a Problem Statement

A problem statement should include:
 The background of a problem. Which organization or department has the
problem and what is the problem? Why has the problem arisen? Note that in some
cases you may not know the exact causes of the problem. This is what discoveries
are for: to uncover root causes. (In this case, you may add this aspect once you’ve
 done your research)
 The people affected by the problem. There could be multiple user groups
affected by a specific problem in different ways. In the problem statement, you
should call out how the problem affects users. In some cases, internal employees
(particularly customer-support staff) can be affected by a problem, as they often
bear the brunt of poor user experiences –- for example, by handling disgruntled
customers.
 The impact of the problem on the organization. If the problem is not fixed, what
will be the effect on the organization? Reputational damage? Paying unavoidable
costs? Losing out-of-market share? In some cases, you may want to quantify the
impact in order to convince your organization to fix the problem. Your discovery
could involve working out how much this problem costs the organization, and this
information could end up in your problem statement.
The “7 Ws” technique is simple. Just answer the following questions—or, if
you’re doing it as a group, ask each member to jot down their answers individually
and then review them afterwards:

 Who is impacted by the problem?

 What is the problem they are facing?
 Where does this problem come up?
 When does the problem occur? In what situation?
 Why does the problem arise?
 Why does the problem matter?
 What impact does it have on the end user and/or the business?

If you don’t have all the answers to the above, don’t panic! While you should
know what the problem is, you may not know exactly why it came about. This is
what your discovery should tackle. Throughout the discovery process, you can
return to your problem statement and add to it. It’s important that problem
statements are written well to serve their purpose.

A problem statement should

 Not be a laundry list of unrelated problems. A discovery effort should have one
problem statement, and the problem statement should be focused on one problem.
 Of course, a single problem could cause further problems, and those related
problems can be added to your problem statement. But listing many unrelated
problems is a sign that you’re tackling too much.
 Not contain a solution. Leave solutions out of your problem statement. At the
beginning of discovery, there are too many unknowns, so the the best solution is
not obvious. At the end of your discovery, you’ll be in a good position to
confidently put forward solution ideas that address the problem and take into
account what you’ve learned.
 Be brief. Problem statements are effective when they’re concise. If you can
condense your problem statement down to a few sentences, others will quickly
understand what you focus on and why, and what’s out of scope. Spend some time
to draft and redraft the problem statement with your team.

What takes place after the statement of your problem

With a well-crafted problem statement, you can investigate the problem
space further and start to think about possible solutions.

Often, UX designers will turn their problem statements into “How might
we?” questions. This reframes the initial problem as a design opportunity, helping
to spark the ideation and solution-finding process.

For example: if your problem statement says that “jobseekers are required
to manually input their personal details every time they wish to apply for a new
role”, you might reframe this as “How might we streamline the job application
process for jobseekers?”

UX design is an iterative process that’s rarely ever linear. Defining the

problem is no exception! And it’s essential to make sure you’re focusing on the
right problem; only then can you design worthwhile solutions that meet your
users’ needs.

Problem statements are just one of many tools used by UX designers to

create impactful user experiences.
IDENTIFYING APPROPRIATE RESEARCH METHODS
In the dynamic realm of user experience (UX) design, navigating through an
“ocean of possibilities” can be challenging.
UX designers and researchers often struggle with the challenge of selecting
the most effective research methods. Understanding user needs requires empathy,
a key ingredient in crafting successful product experiences.
UX research is the process of studying user experiences with a product or
service.
Researchers observe and analyze how users interact with the design to
improve usability. They conduct surveys, interviews, and usability tests to gather
insights.
‍

Significance of UX research in product design

The significance of UX research in product design cannot be overstated. Here’s
why UX research is important in product design:
1) Enhancing User Satisfaction:
User Experience (UX) research holds paramount significance in product
design as it directly contributes to enhancing user satisfaction.
Through thorough research, designers gain valuable insights into users'
preferences, behaviors, and pain points. This understanding allows for the creation
of products that align seamlessly with user expectations, resulting in a positive and
enjoyable experience.
By prioritizing user satisfaction, products are more likely to gain traction in
the market and foster long-term user loyalty.
‍
2) Minimizing Design Flaws:
A key role of UX research in product design is to identify and minimize design
flaws. By actively engaging with users, designers can uncover issues that might go
unnoticed during the initial stages of development.
‍This proactive approach helps in refining and iterating the design, ensuring a
more robust and user-friendly end product.
‍Through user testing and feedback, potential pitfalls can be addressed early
 on, reducing the likelihood of negative user experiences and costly post-launch fixes.
3) Improving Usability and Accessibility:
Improving product usability and accessibility is vital in UX research. User
interactions and behaviors are studied to fine-tune the interface, making it more
intuitive.
‍Steve Krug, author of 'Don’t Make Me Think,' emphasizes the importance of
testing in UX. He says, "If you want a great site, you’ve got to test. After you’ve worked
on a site for a few weeks, you can’t see it freshly anymore. You know too much. The only
way to find out if it really works is to test it".
‍Testing ensures a fresh perspective, as after working on a site for weeks, one
becomes too familiar. Research not only enhances usability but also considers diverse
user demographics. This approach creates designs accessible to a broader audience
with different abilities and backgrounds.
‍Such inclusivity aligns with ethical design principles, broadening the product's
reach. For product owners and user researchers, incorporating testing into UX
processes is a key step in achieving a truly effective and user-friendly design.
‍
4) Enhancing Decision-Making:
In the realm of product design, informed decision-making is crucial, and UX
research provides the necessary foundation for such decisions. By gathering data on
user preferences, market trends, and competitor analysis, designers can make well-
informed choices at every stage of the design process.
This data-driven approach minimizes the risks associated with design
decisions and increases the likelihood of creating a product that resonates with the
target audience.
UX research empowers designers to align their creative intuition with
empirical insights, resulting in more successful product outcomes.
‍
5) Facilitating Continuous Improvement:
The significance of UX research extends beyond the initial design phase to
support continuous improvement. Through ongoing research and user feedback,
designers can monitor how users interact with the product post-launch.
‍This iterative process allows for the identification of areas that may require
 updates or enhancements. By staying attuned to user needs and market dynamics,
designers can adapt and evolve the product over time, ensuring its relevance and
competitiveness in the ever-changing landscape of technology and user expectations.
‍Continuous improvement driven by UX research not only sustains a product's
success but also fosters a culture of innovation within design teams.
‍With the understanding of its importance established, let’s explore the four
pivotal stages of UX research that form the backbone of successful product design.
‍
The different types of UX research methods
UX research methods come in diverse forms, each tailored to extract specific
insights. From usability testing to surveys and interviews, these methods offer a
comprehensive toolkit for understanding user needs and preferences throughout the
product development lifecycle.
UX research methods in the discovery stage

1) Field Study
What - A field study is a UX research method where researchers observe users
in their natural environment, allowing for a deeper understanding of their
behaviors, needs, and challenges.
‍When -Conduct a field study at the beginning of the discovery stage to gain
foundational insights before ideation.When seeking real-world context and a
holistic view of user experiences.
‍How -
  Select a diverse sample of participants.
 Observe and take notes on user interactions in their natural settings.
 Use open-ended questions to encourage participants to share their
experiences.
 Document key pain points and positive interactions for analysis.
2) Diary Study
What - A diary study involves participants recording their experiences,
thoughts, and interactions over a specific period, providing a longitudinal perspective
on their journey.
‍When - Implement a diary study during the discovery stage to capture user
experiences over time.When seeking insights into long-term behaviors and patterns.
‍How -
 Provide participants with a diary or digital platform to log experiences.
 Encourage participants to include details, emotions, and context.
 Collect and analyze diaries to identify recurring themes and patterns.
 Use follow-up interviews to clarify entries and gather additional
insights.
3) User Interview
What - A user interview is a method where researchers directly engage with
participants through structured conversations to uncover their needs, preferences,
and opinions.
‍When - Conduct user interviews early in the discovery stage to inform the
design process. When in-depth qualitative insights are essential.
‍How -
 Develop a set of open-ended questions to explore user experiences.
 Create a comfortable environment for participants to share freely.
 Actively listen and probe for deeper insights during the conversation.
 Analyze interview responses for common themes and pain points.
4) Stakeholder Interview
What - A stakeholder interview involves engaging with individuals or groups
invested in the product, such as executives, product managers, or marketers, to
understand their perspectives and goals.
‍When - Conduct stakeholder interviews early in the discovery stage to align
 team understanding. When seeking insights into business goals, constraints, and
expectations.
‍How -
 Prepare a set of focused questions tailored to each stakeholder group.
 Schedule one-on-one or group interviews, ensuring key decision-
makers are included.
 Seek input on business objectives, success criteria, and potential
challenges.
 Document and share findings with the team for alignment.
5) Requirements Gathering
What - Requirements gathering involves collecting and documenting
functional and non-functional requirements for the product, ensuring alignment with
user needs and business objectives.
‍When - Initiate requirements gathering early in the discovery stage to guide
the design and development process. When aiming to create a comprehensive
understanding of necessary features and functionalities.
‍How -
 Collaborate with cross-functional teams to identify and prioritize
requirements.
 Utilize techniques such as workshops, surveys, or focus groups to
gather input.
 Clearly document and validate requirements with stakeholders and
users.
 Iterate on requirements based on continuous feedback throughout the
discovery stage.
UX research methods in the exploring stage
6) Design Review
What - Design review is a method in UX research where the team examines and
evaluates the proposed design solutions. It involves a thorough examination of
wireframes, mockups, or prototypes to identify potential issues and ensure alignment
with user needs and project goals.
‍ When - Design review is typically conducted during the early stages of the design
process when concepts are taking shape. It's crucial to perform design reviews before
moving forward to more resource-intensive stages to catch and address potential
problems early.
‍ How -
 Assemble a diverse team of stakeholders, including designers, developers,
and product managers.
 Present the design materials, emphasizing key user interactions and flows.
 Encourage open and constructive feedback from all team members.
 Document feedback and prioritize changes based on impact and
feasibility.
 Iterate on the design based on the review, ensuring that the final solution
aligns with user and business objectives.
‍7) Persona Building
What - Persona building is a UX research method focused on creating detailed
user profiles that represent the target audience. These personas include demographic
information, behaviors, goals, and pain points, providing a human-centered
understanding of the users.
‍ When - Persona building is best conducted during the early stages of a project,
after initial user research. It serves as a foundational step before diving into detailed
design and development.
‍ How -
 Analyze user research data to identify commonalities and patterns.
 Create fictional but realistic personas, each representing a distinct user
segment. Include details such as age, job title, motivations, and challenges.
 Share and validate personas with the project team to ensure accuracy and
alignment.
 Reference personas throughout the design process to keep the user at the
forefront.
‍8) Task Analysis
What - Task analysis involves breaking down complex tasks into smaller, more
manageable steps to understand the user's workflow. This method helps identify pain
points, inefficiencies, and opportunities for improvement in the user experience.
‍ When - Task analysis is most effective during the early stages of the exploring
phase, especially when defining user requirements and designing user interfaces. It
provides a clear understanding of the steps users take to accomplish specific goals.
‍ How -
 Select a representative task or process relevant to the product or service.
 Break down the task into sequential steps, focusing on user actions and
decision points.
 Identify potential obstacles or confusion points within each step.
 Use the analysis to inform the design process, ensuring that the interface
supports users in completing tasks efficiently.
‍9) Competitive Analysis
What - Competitive analysis in UX research involves evaluating and comparing a
product or service against its competitors in the market. This method helps identify
strengths, weaknesses, opportunities, and threats, informing the design and feature
decisions.
‍ When - Competitive analysis is valuable at the beginning of a project or when
considering significant updates to a product. It provides insights into industry standards
and user expectations.
‍ How -
  Identify key competitors in the market.
 Evaluate their products or services, focusing on user interface, features,
and overall user experience.
 Compare strengths and weaknesses, noting areas for differentiation.
 Analyze customer reviews and feedback for insights into user satisfaction.
 Use the findings to inform design decisions and ensure a competitive edge.
‍10) Prototype Testing
What - Prototype testing involves presenting a simplified version of the product
to users for feedback and validation. This method helps uncover usability issues, gather
user preferences, and refine the design before full development.
‍ When -Prototype testing is typically conducted after initial design iterations and
before moving into the final development phase. It allows for iterative improvements
based on user feedback.
‍ How -
 Develop a functional prototype or a high-fidelity mockup of the product.
 Recruit representative users for testing sessions.
 Clearly define tasks for users to complete while interacting with the
prototype.
 Observe user interactions, noting areas of confusion or success.
 Collect and analyze feedback to inform further design refinements.
‍11) Journey Mapping
What - Journey mapping involves visually representing the user's end-to-end
experience with a product or service. It helps teams understand the user's emotions,
motivations, and touchpoints throughout their interaction.
‍ When - Journey mapping is beneficial during the early stages of UX design when
defining the overall user experience. It provides a holistic view of the user's interaction
with the product.
‍ How -
 Identify key user personas and their goals.
 Outline the various touchpoints and interactions users have with the
product.
 Document emotional highs and lows during the journey.
 Collaborate with cross-functional teams to ensure a comprehensive view.
  Use the journey map to identify areas for improvement and optimization.
‍12) Write User Stories
What - Writing user stories is a method of defining product features from a user's
perspective. Each user story describes a specific functionality or requirement, helping
teams prioritize and deliver features that align with user needs.
‍ When - User stories are typically written during the planning phase, after initial
research and persona building. They serve as a bridge between user needs and
development tasks.
‍ How -
 Focus on the user's perspective, framing features as narratives.
 Use a simple template: "As a [type of user], I want [an action] so that
[benefit or goal]."
 Prioritize user stories based on importance and impact.
 Collaborate with developers to ensure feasibility and alignment with
technical constraints.
 Iterate on user stories as the project progresses, adapting to changing
requirements.
‍13) Card Sorting
What - Card sorting is a method used to understand how users categorize and
prioritize information. It involves providing users with a set of cards, each representing
a piece of content or functionality, and asking them to organize the cards in a way that
makes sense to them.
‍ When - Card sorting is valuable during the information architecture and design
phases, helping ensure that the product's structure aligns with users' mental models and
expectations.
‍ How -
 Identify the content or features to be sorted on cards.
 Recruit representative users for the card sorting activity.
 Instruct users to organize the cards into groups based on their
understanding.
 Analyze the results to inform the design of menus, navigation, and content
organization.
 Iterate on the information architecture based on user feedback.
 UX research methods in the testing stage

14) Usability Testing

What - Usability testing is a method to evaluate how users interact with a
product by observing their behavior while performing specific tasks.
‍When - Conduct usability testing during the later stages of product development
or before a product launch to identify potential issues and gather user feedback. It is
particularly useful after making design modifications based on earlier feedback.
‍How -
 Define specific tasks for users to perform, ensuring they cover critical
aspects of the product.
 Recruit participants who represent the target user demographic.
 Observe and record user interactions, paying attention to difficulties,
errors, and time taken.
 Collect both quantitative and qualitative data to gain a comprehensive
understanding of the user experience.
 Iterate based on the findings to enhance usability before the final release.
15) Accessibility Evaluation
What -Accessibility evaluation assesses a product's usability for individuals with
disabilities, ensuring that it accommodates a diverse user base.
‍When -Perform accessibility evaluation throughout the development process,
integrating it into each design iteration. Conduct comprehensive evaluations before
product launch to guarantee inclusivity.
‍How -
 Use automated tools to identify common accessibility issues, such as
 contrast ratios and heading structures.
 Engage users with disabilities as testers, gathering firsthand experiences
and insights.
 Ensure compatibility with assistive technologies like screen readers and
voice commands.
 Regularly update accessibility guidelines and standards to stay current.
 Collaborate with accessibility experts to address complex issues and
implement effective solutions.
16) Benchmark Testing
What -Benchmark testing involves comparing a product's performance, features,
or usability against established standards or competitors. Benchmark testing sets a
performance baseline, allowing teams to measure improvements and gauge
competitiveness.
‍When -Initiate benchmark testing during the early stages of development to
establish a starting point. Periodically repeat benchmark tests to track progress and stay
informed about industry standards.
‍How -
 Clearly define the criteria for benchmarking, whether it's speed,
efficiency, or specific features.
 Identify comparable products or industry benchmarks for a
meaningful comparison.
 Use objective metrics, such as response times or completion rates, to
ensure accurate assessments.
 Analyze the results to identify areas for improvement and innovation.
 Regularly update benchmarks to reflect changes in technology and
user expectations.
UX research methods in the listening stage
17) Survey
What -A survey is a method of gathering information from a large audience
through a set of questions. It aims to collect opinions, preferences, and insights on a
particular topic related to the user experience.
‍When - Conduct surveys in the early stages of the listening phase to gain a broad
understanding of user needs and expectations. Use surveys when aiming to gather
quantitative data and measure trends among a large user base.
‍How -
 Clearly outline the goals of the survey and what information you seek to
gather.
 Design concise and clear questions to elicit specific responses.
 Utilize online survey tools or distribute paper surveys, depending on your
target audience.
 Encourage participation by offering incentives, such as discounts or access
to exclusive content.
 Use statistical methods to interpret survey results and identify patterns or
trends.
18) Search-log Analysis
What - Search-log analysis involves studying user search queries and
interactions within a system's search functionality. It helps understand user intent,
common queries, and areas where users may face challenges.
‍When - Perform search-log analysis regularly to keep up with evolving user
behavior. Implement it when looking to enhance the search experience on a website or
application.
 ‍How -
 Gather logs of user search queries and interactions from your system.
 Group queries into categories to identify common themes or recurring
issues.
 Analyze the frequency of specific queries to uncover patterns in user
behavior.
 Combine search-log findings with direct user feedback for a
comprehensive understanding.
 Use insights to make informed adjustments to the search functionality,
improving overall user experience.
19) Usability Bug Review
What - A usability bug review involves systematically examining a product for
potential usability issues or bugs that may hinder the user experience. This method
focuses on identifying aspects that deviate from user expectations.
‍When - Conduct a usability bug review during the mid to late stages of the
listening phase when a prototype or beta version is available. Use it when aiming to fine-
tune specific aspects of the user interface and overall usability.
‍How -
 Establish clear criteria for what constitutes a usability bug or issue.
 Walk through common user scenarios, identifying any points of confusion
or frustration.
 Create a comprehensive list of usability issues, including screenshots and
detailed descriptions.
 Prioritize identified issues based on severity and impact on user
experience.
 Implement fixes, iterate on the design, and conduct usability testing to
ensure improvements have the desired effect.
‍
20) Analytics Review
What - Analytics review involves examining quantitative data collected from user
interactions with a digital product. It aims to extract insights into user behavior,
preferences, and areas of improvement.
‍When - Conduct an analytics review regularly to monitor ongoing user
engagement and identify emerging patterns. Use it when seeking data-driven insights to
inform design decisions and enhancements.
‍How -
 Identify key performance indicators (KPIs) relevant to the product's goals
and user experience.
 Leverage analytics tools such as Google Analytics to gather relevant data.
 Analyze trends in user behavior, traffic sources, and engagement metrics.
 Pinpoint areas where users may drop off or encounter difficulties.
 Use analytics insights to inform UX design decisions and prioritize
improvements based on data-driven evidence.
‍
CREATING PERSONAS
Personas are fictional characters, which you create based upon your research in
order to represent the different user types that might use your service, product, site, or
brand in a similar way. Creating personas helps the designer to understand users’ needs,
experiences, behaviors and goals.
Personas Are More Than “People”
Personas are distilled essences of real users. In user experience (UX) design,
you use personas to build empathy with target users and focus on their world. You
should always create personas from observations about real users, personas should
never be invented out of your assumptions about your users. Because you must map
your users’ needs to your design’s functionality, you must first clearly define both the
needs and the users.
As designers, we shape personas iteratively. We divide users into
manageable groups and represent each with a typical embodiment – a persona.
For instance, for an app that helps students budget, “Amy” represents 18-year-old
females who must adapt to college life. Through Amy, we see how our app helps these
users in their day-to-day activities. We imagine Amy has just started banking online,
lives in shared housing and works weekends. Her goal is to save money. Her scenario:
she stretches $70 to cover her week’s groceries.
Create Effective Personas
Personas are deliverables in design thinking’s Define phase. As they’re extremely
helpful in ideation, they should feature early in design processes. To create them, you:
1. Collect extensive data on target users.
2. Determine the qualities of and differences between users.
3. Develop a hypothesis from the research, determining the qualities of and
differences between users.
4. Ensure stakeholders agree on the hypothesis about the users.
5. Determine a number of personas – more than one per project, but
focus especially on one.
6. Name and describe each persona in 1-2 pages, including:
a. A picture.
b. User’s values, interests, education, lifestyle, needs, attitudes, desires,
limitations, goals and behavior patterns.
c. Extra details about the persona (e.g., interests) – anything to make
him/her more real and relevant and help build empathy. A written story is
better than bullet points.
7. Describe several situations/scenarios prompting the persona to use your
product – put him/her in contexts with problems to overcome.
8. Include everyone involved in the project so they’ll accept the persona or
 advise revisions.
9. Send them the persona to use in their work.
10. Ensure everyone develops scenarios – these should expose the persona
optimally to potential use cases.
11. Make continuous adjustments – revisit the persona; add new features; add
required new personas; discard outdated personas.
How to Use Personas in Design Projects
When you bring personas into projects, you help prevent stakeholders from
designing for themselves. It also keeps them from stretching generic users to fit
designs. Personas help in quick prototype testing, too. You’ll confirm a persona works
well when you ensure that “he/she”:
1. Stays in context – What specific points about his/her situation can you map
to how he/she can use your product now?
2. Reflects a target user’s real behavior patterns, attitudes, skillset, motivations and
goals within the product’s domain.
3. Has an end-goal – What does the user want to achieve? What features would
help him/her do that best?
4. Faces realistic, relevant scenarios—written from the persona’s perspective—to
envision how users would find they’d use the product to attain a particular
goal.
5. Occupies a clear setting – a day-in-the-life approach that shows what he/she
encounters in what environment.
6. Has visible pain points – What’s the hardest/most frustrating aspect of
his/her situation/context?
7. Empathy Map
 SOLUTION IDEATION

There are so many different approaches to ideation, and techniques

adopted by UX designers differ. The design of user experience (UX) is a lot

of work that often requires designers to combine market research,

product development, strategy, and design to come up with the best

interface, designs, functions, and usability for brands.

UI/UX design services look for that light bulb moment for their projects

by thinking outside the box to suggest solutions to UX designers.

Define Ideation

Ideation is a creative process that involves generating, developing, and

communicating ideas. Ideation is a critical step in the creative process and is often used

to solve problems, stimulate innovation, and drive progress. Ideation gives UX designers

the license to let their minds run wild in search of the most creative solutions to existing

problems.

This is also not usually a one-time session. Ideation involves a wide range of

activities, including brainstorming, problem-solving, and concept development. During

the ideation process, the UX designer or team generates several design ideas which are

then filtered down to the best, most practical, or most innovative solutions.
 As a core aspect of the creative process, ideation should be present in the

everyday work of a UX designer. The process begins with idea generation, followed by

the evaluation and selection of ideas, and is concluded with the refinement and

development of the selected idea.

UX Design Ideation Process

There are many different approaches to ideation, and the methods and

techniques adopted by a UX designer will often depend on the goals and needs of the

individual or group involved.

Some of the most popular ideation processes in UX design are:

Brainstorming

This technique is one of the oldest methods used by teams to generate as many

ideas as possible, without evaluating or criticizing them. It is a combination of informal

problem-solving and lateral thinking. Ideas are thrown about by team members with

the hopes of identifying the most creative solution. It is also a common part of efficient

UI design practices.
Brainwriting

This process is similar to brainstorming. Rather than have participants throw

ideas at each other during a meeting, they are written down. The ideas are then passed

to other members of the team (often randomly) to read out loud as a way to reduce the

anxiety of talking about unconventional ideas.

Problem-solving

This technique involves identifying a specific problem or challenge and then

generating ideas for potential solutions.

Provocation

This process is a lateral thinking technique or an indirect approach to problem-

solving where designers are encouraged to consider new realities regardless of how

extreme they may appear. Most unconventional designs are a product of the

provocation process.
User interviews and user research

Sometimes, the best way to come up with ideas is to talk with the users of the

product. Talking to users and understanding their needs, goals, and behaviors can often

provide valuable insights and ideas for UX design.

Sketching and prototyping

By sketching and building prototypes before production, designers are given a

visual representation of the product which allows them to make creative adjustments.

These prototypes are best kept simple and can help designers quickly explore and test

different ideas and concepts.

Storyboarding

This is another great technique used to bring the challenges of a UX design to life.

The challenges are visually put on boards giving designers the room to explore the

problem in-depth and come up with potential solutions. This is a great technique that

can be adopted by a number of UX design specialties.

The importance of ideation in UX design

Inspiration is an important part of the UX design process and can help spark new

ideas and push the boundaries of what is possible. The ideation phase affords UX

designers the time, space, and environment needed to think outside the box, coming up

with as many solutions to a problem as possible.

The more time and resources dedicated to the ideation phase, the easier the

prototyping and testing phases will be. This is because you will have already considered

a wide range of potential problems and solutions before the product and service even

makes it to users. Without ideation, a problem would merely remain a problem and a

solution would never advance into production.

CREATING USER STORIES

User stories play a pivotal role in UX design, helping designers empathize with

users and craft meaningful user experiences. Here, we explore what user stories are,

why they matter, and how designers use them during the UX design process.

By understanding user stories better, designers can ensure their efforts align

with user goals while simultaneously increasing overall user satisfaction and

experience.

At the heart of it, a user story is a casual narrative that depicts an interaction

between a user or a group of users and a product or service. It outlines their goals,

behaviors, and motivations as well as any anticipated outcomes or value they hope to

gain from this interaction. We should typically write these narratives from their

perspective to allow designers to better empathize with their needs and desires.
Why are user stories essential in UX design?

User stories are a vital part of user experience design, offering numerous

benefits that help create successful, user-centered experiences. Here are a few reasons

why they’re crucial:

1. User-centric approach

User stories guarantee a user-centric perspective in design decisions by

highlighting user goals, motivations, and pain points as designers develop narratives

from their viewpoint. If we implement this user-centric method of working, decisions

informed by user needs will result in experiences that are more meaningful and

relevant for everyone involved in the design process.

2. Clear communication

As an effective communication tool, user stories bridge the gap among designers,

developers, and stakeholders involved in projects. By explicitly outlining user

requirements and minimizing ambiguities and miscommunications, user stories ensure

a shared understanding of users and their needs among everyone in the project.
3. Contextual design

User stories equip designers with insights into the unique situations in which

users interact with a product or service. This includes devices, platforms, environments,

and scenarios that they must account for when creating solutions tailored specifically

for users’ needs. Such insight leads to heightened usability and satisfaction for end

users.

4. Agile development

User stories serve as a crucial component in Agile methodologies like scrum. By

aiding teams in breaking complex features into smaller, manageable tasks, user stories

foster iterative and incremental development that favors regular user feedback and

adaptation.

The inclusion of user stories into Agile workflows provides designers with an

efficient means of promptly meeting user needs while continuously refining designs.

5. Prioritization and scope management

User stories aid in prioritizing features and functionalities based on their value

to users. This enables designers to make well-informed decisions about what to include

or exclude in designs by evaluating the effects of user stories. And to add to this, this

process aids in managing scope while efficiently meeting crucial user needs.

Components of a user story

Recognizing the key components that make user stories valuable is crucial to

crafting your effective user stories.

1. The user

A user story should clearly identify the user or user group for whom the story is

being written. This component offers important context and helps designers empathize

with the target audience. For example:

 “As a frequent online shopper (User), I want to easily filter search results by

price range (Action) so that I can find affordable products within my budget

(Outcome).”

2. The action

A well-crafted user story should describe the action or task a user intends to

complete, with clear goals in mind and a focus on meeting these demands. For example:

“As a new student (User), I want to easily navigate through the course catalog

(Action) so that I can explore available courses and make informed decisions about my

academic path (Outcome).”

3. The outcome

User stories must clearly outline the desired results or values that a user hopes

to attain by performing a particular action. This aspect helps highlight user motivation

while setting clear design objectives:

“As a fitness enthusiast (User), I want to track my daily step count and set

personal goals (Action) to stay motivated and monitor my progress toward a healthier

lifestyle (Outcome).”

4. Acceptance criteria

User stories must include clear acceptance criteria to prevent confusion and

ensure clarity and avoid ambiguity. These conditions must be met for a story to be

considered complete, such as:

“As a project manager (User), I want to generate comprehensive reports of team

performance (Action) that include data on task completion, time tracking, and

individual contributions (Outcome). Acceptance Criteria: The report should be

downloadable in PDF format and sortable by date range and team member.”

By encompassing these essential components in user story UX design, an

effective user story can convey user goals, actions and expected outcomes to designers,

developers, and stakeholders — furnishing clear direction toward user-centric design

decisions.Remember, user stories should be refined over time as you garner more

insight and feedback. Revisit and update user stories to keep them in line with user

needs throughout your process.

The 3 C’s formula for writing a good user story in UX

design

The 3 C’s formula, composed of Cards, Conversation, and Confirmation, is a tried-

and-true approach when drafting user stories. This formula presents a structured

framework for developing effective stories that encourage collaboration and mutual

understanding among team members. Let’s examine its components more closely:

1. Card

The Card represents the physical or digital depiction of a user story. This concise

statement captures the crux of user goals, actions, and outcomes. It serves as a reminder

and starting point for conversations and discussions. A well-crafted Card should provide

just enough information to spark further exploration.

2. Conversation

The Conversation refers to the collaborative dialogue and discussion

surrounding a user story. It involves stakeholders, designers, developers, and other

team members engaging in dialogue to gain a better understanding of user needs and

expectations.
 Through dialogue, the team can uncover potential obstacles or hurdles and align

expectations as they delve into the details and generate ideas to address possible

challenges or opportunities for improvements.

3. Confirmation

Confirmation reflects the criteria or conditions that must be met to consider a

user story complete. These serve as an effective checklist ensuring that implementation

efforts fully address all needs and expectations of users, guiding testing, and validation

processes.

Creating effective user stories: A step-by-step guide

1. Focus on user needs

User stories must revolve around the needs and goals of users. Prioritize their

perspective, taking care to address pain points and motivations within each story. By

centering user needs in our design process, we ensure that we meet the requirements of

our target audiences effectively.

2. Use a simple and consistent format

Adopt a clear and standardized format for your user stories. A structured

template covering user, action, and outcome components will facilitate understanding

and comparing stories across projects while enhancing communication among teams.

3. Keep stories independent and valuable

User stories should stand on their own and offer independent value. Whenever

possible, eliminate dependencies between stories as much as possible to permit

prioritization and flexibility during development, allowing teams to focus on delivering

the features that users value most first.

4. Make stories specific and testable

Ensure that user stories are specific and come with testable acceptance criteria.

Specificity provides clarity and leaves no room for ambiguity. Testable criteria aid in
evaluating the implementation of user stories, ensuring shared understanding of what

needs achievement.

5. Collaborate and involve stakeholders

The creation of user stories should be a collaborative effort, involving

stakeholders, designers, developers, and other team members. This collaborative

approach promotes shared understanding, increases collaboration, and gathers diverse

perspectives and insights.

6. Iterate and refine

User stories should be adjustable, not set in stone. Regularly iterate and modify

them based on user feedback and changing requirements. This ensures that they remain

relevant and in sync with user needs throughout the design process.

7. Continuously validate and learn

Regularly validate user stories through user testing, prototyping, and feedback

loops. This constant validation and learning help to create better user experiences and

drive designs towards success.

Good examples of user stories

Example 1
As a frequent traveler (User), I want to easily search for and book flights (Action)
so that I can plan my trips efficiently and save time (Outcome).
Acceptance criteria:
The flight search should allow filtering by dates, destinations, and airlines, and
the booking process should be intuitive and secure.
Explanation:
This user story is clear, detailed, and provides acceptance criteria with ample
guidance for implementation. It addresses user needs, desired actions and expected
outcomes.

Example 2
As an online shopper (User), I want to receive order confirmation emails with
detailed information (Action) so that I can track my purchases and ensure accuracy
(Outcome).
Acceptance criteria:

The order confirmation email should include the order number, item names,

quantities, prices, shipping details, and a link to track the shipment.

Explanation:

This user story clearly defines the user, their desired action, and the expected
result. Additionally, there are specific acceptance criteria which outline all necessary
details that must be included in order confirmation emails.

Example 3

As a student (User), I want to be able to download lecture notes from the course
website (Action) so that I can access them offline and review them at my convenience
(Outcome).
Acceptance criteria:
The course website should provide a download button next to each lecture, and
the downloaded files should be accessible offline and in a readable format.
Explanation:
This user story is specific, addresses an identifiable user need and includes clear
acceptance criteria which outline what functionality must exist for downloading lecture
notes.
Bad examples of user stories
Example 1
As a website visitor (User), I want the website to be better (Action) so that I can
use it easily (Outcome).
Explanation:
This user story is too generalized and lacks specificity. It does not provide clear
guidance as to which improvements or usability aspects should be addressed.
Example 2
As a mobile app user (User), I want the app to be more user-friendly (Action) so
that I can enjoy using it (Outcome).
This user story is too vague and lacks specificity, offering no guidance as to
which aspects of user friendliness require improvement or what features or
functionalities need attention.
CREATING SCENARIOS
 User scenarios are one of the many tools UX designers have in their arsenal. Like

the others, user scenarios are a way that we have to understand what users want, how

they feel and what they want from the product. It’s all about helping the design team put

themselves in the user’s shoes, encouraging empathy.

On a more practical side, a user scenario tends to include who the user is and

what their goal is at that moment. Generally, scenarios are concise and represent a

snapshot of the user experience.

An important aspect of user scenarios is that they can help the team understand

more than what the goals of the user are. Many design teams believe the main

advantage of having user scenarios is that once we establish what the user’s goal is, it

becomes easier to define how the user would go about reaching that goal. That is closely

connected to other tools in the UX game, like mental models and user personas.

There are different takes on user scenarios, with some designers going for more

task-focused scenarios while others prefer a more complete and detailed scenario. The

right fit for you will depend on how much you know about your users, and how you

prefer to organize all that information.

 Some prefer short and sweet user scenarios that focus only one the user goal or

task. Others claim we can obtain even more benefits from a more complete scenario,

with additional information about users that adds value – like their main source of

income. Like many aspects of UX design, there’s plenty of wiggle room to make user

scenarios that fit well for your team and project.

The benefits of user scenarios

Like we mentioned before, the biggest plus of having user scenarios is that they

can give us quite a bit of insight into the user’s mind, needs and wants – but many

different research tools do that too. User scenarios are all about getting the context of

use right and tailoring the experience to the user’s needs and motivations.

Unlike user stories, user scenarios don’t just point out the user goals. Our friends

over at The Interaction Design Foundation put it perfectly: “scenarios explicitly capture

what users would likely experience as they proceed toward using an ideal solution.”

They are about tracing user’s steps in order to complete a task and validating aspects of

the design we might have otherwise overlooked.

How to write a user scenario

 Like we mentioned before, user scenarios can vary from company to company.

We’ve gone through some of the things they can include and their main function within

a design project – but how can we write one from zero?

Before you can actually write anything about the possible scenario, there’s a fair

amount of user research needed. You’ll want to have a clear definition of who your

users are by the time you start wondering when they’ll use your product or what they’d

do with it. Most teams tend to have a clear user persona (or two) before they start

creating user scenarios, for example.

The process of writing user scenarios can be described as scenario mapping. This

means that in order to have a realistic user scenario, the design team has to consider the

possible goals and tasks, along with what that means for the user experience. This

process doesn’t have to be complex but it does require a lot of consideration on possible

scenarios and outcomes.

Here’s a few things you can find in user scenarios:

 Who the user is

 The situation that drives users to seek the product

 A specific task or goal the user has

 Information regarding user’s income and spending

  The path to completion of a task

 Points of friction or stress in daily life or in the user experience

User scenario examples to learn from

Social Security platform user scenario

This is a long and detailed user scenario that includes much more information

than a user’s identifying trait and final goal. Depending on the project, this type of user

scenario can add a lot of value in setting the right environment and context of use for

the product. This from our friends over at Usability.gov on user scenarios.

“Mr. and Mrs. Macomb are retired school teachers who are now in their 70s.

Their Social Security checks are an important part of their income. They’ve just sold

their big house and moved to a small apartment. They know that one of the many chores

they need to do now is tell the Social Security Administration that they have moved.

They don’t know where the nearest Social Security office is and it’s getting harder for

them to do a lot of walking or driving.

If it is easy and safe enough, they would like to use the computer to notify the

Social Security Administration of their move. However, they are somewhat nervous

about doing a task like this by computer. They never used computers in their jobs.

However, their son, Steve, gave them a computer last year, set it up for them, and

showed them how to use email and go to websites. They have never been to the Social
Security Administration’s website, so they don’t know how it is organized. Also, they are

reluctant to give out personal information online, so they want to know how safe it is to

tell the agency about their new address this way.”

FLOW DIAGRAMS
User Flows

Illustration depicting a user flow.

A user flow (also known as a task flow) diagram is a simple chart outlining the steps

that a user has to take with your product or service in order to meet a goal. In contrast

to the customer journey map, the user flow diagram considers only what happens with

your product (that is to say, ignoring all external factors). These diagrams can help

designers quickly evaluate the efficiency of the process needed to achieve a user goal

and can help pinpoint the―how (i.e., execution) of the great ideas identified through

brainstorming.

Definition: A user flow is a set of interactions that describe the typical or ideal

set of steps needed to accomplish a common task performed with a product.

Compared to a user journey, the underlying goal of a user flow is much more

granular, and the focus is narrowed to a specific objective within one product.
 Some appropriate goals to capture in user flows might be: purchasing a tennis

racket on a sporting goods site, signing up for email updates on a credit-score-

monitoring application, or updating a profile picture on a company’s intranet. These

goals can be accomplished in the short-term (minutes or hours, at the most), and with a

relatively limited set of interactions.

User flows can be represented with artifacts such as low-fidelity wireflows,

simple flow charts, or task diagrams. These maps capture key user steps and system

responses; they do not contextualize the process with emotions and thoughts like a

journey map does.

The best research method for obtaining the data to map user flows is usability
testing, which allows us to watch users interacting directly with the product in directed
scenarios. As with user journeys, tools that capture analytics (e.g., click heatmaps) are a
useful secondary source of insights.

Comparison: User Journeys vs. User Flows

The main differences between user journeys and user flows are captured in the
table below:

User Journey User Flow

A scenario-based sequence of the steps that
a user takes in order to accomplish a high- A set of interactions that
Definition level goal with a company or product, describe the typical or ideal set
usually across channels and over time of steps needed to accomplish a
common task performed with a
 product
Macro: Broad and high-level (e.g., the
Focus experience of becoming a new patient of a Micro: Specific and granular (e.g.,
medical practice) signing up for alerts on a
website)
Zooms in to understand
Scope Zooms out to consider multiple touchpoints interactions within a single
and channels product

What it The user’s actions, emotions, and thoughts, Product-based interactions (key
as well as Channels user actions and system
captures
responses)
Appropriate Journey maps Wireflows, flow charts, or task
diagrams
artifacts

To determine whether a user journey or a user flow is best for your specific
context, consider the following questions:
Does your user process involve more than one channel or more than one, known
product (e.g., your company’s website)? User journeys are best for capturing activities
dispersed over multiple channels; user flows are well-suited for interactions within one
product.
Can users generally accomplish the goal in minutes or hours, at the most, or will
they need to complete activities over days, weeks, or months? User journeys are better
for communicating activities over longer periods of time; user flows are better for
relatively short-term goals.
Will it be critical to understand not only the actions but the emotions and
thoughts of users across more complex decision-making? User journeys capture those;
user flows are limited to sequences of steps, with no additional information about users’
emotional states.
How Do We Design for User Flow?
We begin with the user themselves. Instead of going through the technical
specification documents and trying to base designs on that – we examine what the
user’s objective (or objectives) are and what the business’s objective (or objectives) are.
So for example on a retail website this might include:
 User wants to buy a new product
 User wants to research alternative products
 User wants to return a product
 By mapping out all the possible objectives and comparing them to business
objectives – it becomes easy to create user flows. Flows are simply the process steps
from the user arriving on a website to completing their task or tasks.
Once you know what users want to do – you might also want to look at where a
user might arrive on your site and where they are coming from. A user who is
responding to e-mail marketing will probably be delivered to a different place in the site
to a user who finds you through organic search.

FLOW MAPPING
Flow maps are designed to represent all possible navigational paths of an
interface to help designers plan. However, there are more that users do on interfaces
than navigate. A flow map that only illustrates navigation doesn’t represent interfaces
realistically. It fails to account for the various interactions that occur on each screen. If
flow maps are documents for planning, such a flow map will only plan to fail.
In contrast, a dynamic flow map shows each screen’s micro interactions. These
are the elements and components users interact with that move them to the next
screen. They also include non-navigational interactions that occur on the screen. It’s
important to plan these out in your flow map so that you and the people you work with
know what to expect.
 A dynamic flow map should also display context. When you have a sense of
context, you can better identify task complexity. You can see which screens are forms to
fill out, and which ones are more text-heavy and media-rich than others. These details
allow you to plan an interface that’s more aligned with realistic expectations.

INFORMATION ARCHITECTURE
Information architecture (IA) is the discipline of making information findable
and understandable. It includes searching, browsing, categorizing and presenting
relevant and contextual information to help people understand their surroundings and
find what they’re looking for online and in the real world.
IA is used in physical spaces like museums or department stores, as well as in
websites and applications. For instance, in a natural history museum, you will find
fossils from the Jurassic period exhibited together, just as your favorite packet of chips
will always be in the snack aisle of your supermarket. Information architecture operates
from two perspectives:
 People perceive information, products and services as places made of language.
  These places or information environments can be arranged for optimal
findability and understandability.

Language in this instance means visual elements, labels, descriptions, menus,

content. We can arrange this language so that it works together to facilitate
understanding Context relates to business goals, funding, culture, technology, politics,
resources and constraints. Content consists of the document or data types, content
objects, volume and existing structures. Users comprise the audience, tasks, needs,
experiences and how they seek information.

Good information architecture is informed by all three areas, all of which are in
flux depending on the information environment.

IA and UX design
As with all aspects of UX design, information architecture starts with
understanding people—namely, their reasons to use a product or service. A methodical
and comprehensive approach to structuring information is needed to make it findable
and understandable irrespective of the context, channel, or medium employed by the
user.
 Once you understand how a user behaves and seeks information, you can design
a successful sitemap (like the one shown below), website navigation, user flows and so
on.

Designers need to understand the following when designing websites and

applications: the information needs of users , the site or app’s content , the business
goals of the website, app, or organization. An information architect’s deliverables
typically include:
 Sitemaps
 Wireframes
 Hierarchies
 Navigation
 Metadata

Information architecture should be a holistic process, so when a new product or

service is being designed, it’s important to start with IA. Good IA serves as the
foundation of effective user experience design.
Principles of Information Architecture
The IA’s main focus is on the structure of information first, and the design of the
actual user interface second (if at all);
 The IA understands how people actually use content and how the structure
should function to support that;
The IA grasps the range of content and functionality on a project and how that
needs to be structured.
Principle of objects
The principle of objects says that content should be treated as an evolving thing
that has its own lifecycle. Different content has different attributes and behaviors, and
this has to be recognized in order to best utilize that content. You should start every
project by identifying the kinds of content that will be present. That means both on a
broad scale and a more granular one.

Principle of choices
The principle of choices means that you should offer your users meaningful
choices. However, you need to make sure that those choices are focused on something
specific. Too many choices can overwhelm a user and negatively affect their experience
using your site.

Information should be arranged in hierarchies, avoiding long lists of options,

which can become cumbersome to sort through. Categorizing and sub-categorizing
content is much more effective if you have more than a handful of options to begin with.

Principle of disclosure
It's important to give your users the information they need. But be sure you
identify what the necessary information actually is, and don't just give them information
because you feel like it. Give them the information they need to have an idea of what
they can expect to find as they delve deeper into your site, no more, no less (this is
called progressive disclosure).

Principle of exemplars
Describing the content within a category of information via example makes it
easier for your users to understand what they’re getting. It greatly improves user
experience. For example, when browsing categories on Amazon, they often show
products that fall within that category. This makes it easy to immediately identify the
correct category, especially if you’re not exactly sure what the category in question
might be called.
Principle of front doors
Half of your visitors are likely going to arrive on your site via a page other than
your home page. That means that every page they land on should include some basic
information so that they know what kind of site they're on. It also means every page
should include at least top- level navigation, as well as navigation to related pages.
There are two major avenues that visitors will access interior pages of your site from:
search engine results and social media links.
Principle of multiple classification
Multiple classification means that there should be different ways for your users
to browse the content on your site. Different people are likely to use different methods
for finding the information on your site. For example, some users may go straight to
your search function while others may want to browse
Principle of focused navigation
Navigational menus should not be defined by where they appear, but rather by
what they contain. Your menus form the primary method for most users to find content
on your site. In many cases, there may be more than one navigational menu on the site,
to provide different ways to access the content.
Principle of growth
On the vast majority of sites, content is a fluid, changing thing. The amount of
content you have on a site today may be only a small fraction of what you’ll have
tomorrow, next week, or next year. Organize your content in a way that allows it to
grow over time. Your navigational menus and general information architecture should
be able to scale to accommodate a lot of content without becoming cumbersome or
unwieldy.