Experience Design
Is a process that primarily focuses on user centric behaviors to design easy to use and delightful products that helps to enhance how a user perceives a product.
User experience design often starts directly after a discovery process phase as continued work on journey mapping and as an activity to understand information architecture and interaction behaviors.
User Interviews
With insights about product and potential business outcomes from our design discovery phase, we do now have a clear picture of potential users, we might even have a proto-persona in place, so now will be the time to validate these personas and understand more about motivation and desires.
User interviews give us qualitative insights and by being observant, a good listener and by asking open-ended questions like what, how, and why, we can gain a deeper understanding of a user’s perspective and their pain points in using a service or product.
Outcome from our interviews will help us create empathy maps, value propositions and ideate ideas for information architecture.
Open-ended questions like what, when, how, and why helps to gain a deeper understanding of a user’s perspective and their pain points.
Empathy mapping
Once user interviews are cleared, we will have a better understanding of challenges, pain points and potential opportunities for improvements, so now it is time to organize that information into something useful.
Empathy is the ability to understand another person’s feelings or thoughts in a situation. By organizing outcomes from interviews into transcripts and by applying it to an empathy mapping methodology, we can map out precisely what our potential users say, do, think and feel.
Empathy maps help to establish a common ground about a product's users and their expressions, needs, and motivations to better understand and prioritize these users' reasoning and goals.
We can also distill and categorize this knowledge of the user into one place in a quick, digestible way to illustrate user attitudes and behaviors.
Empathy is the ability to understand another person’s feelings or thoughts to enhance how a user perceives a product.
Value proposition
What a user says, does, thinks and feels is also a perfect opportunity to map out potential pains and gains on a value proposition canvas.
The first step will be to segment an audience from our empathy maps, and a simple affinity mapping methodology helps us to categorize jobs, pains and gains for potential customers.
Once we clearly understand what values potential customers are looking for in a product or service, we can focus entirely on the company side and we can ideate concepts on how to generate more business value and solve pain points through our knowledge about our audience's needs and motivations.
Value proposition helps to evaluate business values and product market fit, by primarily focusing on customer problems and the design for products or services that solve them.
