There ís a misconception that design is only about the aesthetics of something, that design is about making it “pretty”. When we think of design, most people think only about what it looks like...
Design is a conscious and deliberate arrangement of elements that results in something useful, functional and beautiful. It goes beyond just surface aesthetics. According to Webster it’s “...decisive, purposive planning.” Steve Jobs says design is “how it works” and according to Raymund Turner of BAA, design is a “business tool that makes strategy visible”.
Designing Great Experiences on Purpose
What makes a good designer, is his or her ability to create great experiences "on purpose". A designer succeeds in doing this by balancing business goals with user and customer goals that take into consideration the user's needs, behaviors and attitudes. Everyone knows the key to success is getting people to love your product or service. Having user and customer goals first in mind is where to start.
Focusing on User Goals
User goals can be found using a variety of tools. Some of those we
use are:
- • Interviews and observation
- • Use of market research and surveys
- • Competitive audit
- • Persona creation
- • Prototypes
- • Usability testing
- • Site Analytics
Process
We use a 5-phase process that helps ensure a successful digital product by reducing risk and saving time and money in the more expensive coding stages of a project.
1. Product Discovery
Here we define the business and user goals through interviews, observation and engagement. We take a look at the competition to see what users are already accustomed to and what areas there are for differentiation. Next, there's an ideation period and concepts are tested for feasibility and perceived customer value. Through research, the target audience is determined and fictitious “personas” are created to help personify user needs, tasks and behaviors.
2. Product Structure
User tasks and scenarios are defined and we begin to draw-up the blueprints for the user experience. A prototype is quickly built and tested to catch any oversights early in the process. Possibilities are examined and any failures occur quickly and cheaply as we arrive closer to the solution and build.
3. Visual Design
Visual language studies are presented to help identify the right style, use of brand elements and elicit the correct emotional response from users. Once approved, graphic screen templates or “mockups” are created, tested and prepared for development.
4. Build + Test
In this stage coding begins. Once finished, there is QA testing and more usability testing for any fine tuning.
5. Launch + Measure
Lastly, we launch the product and measure success via analytics, on-going competitive analysis and user feedback.
The Results
- • Great user experiences created "on purpose"
- • Reduced risk
- • Reduced development costs
- • Ability to create something users didn’t know they needed
- • An emotional connection to a brand, product or service
- • Delighted and pleasantly surprised customers
*Full design and development services available
- TESTIMONIALS
"Dan's work rocks! We will never do anything in house with Dan's services available. On time and on budget with amazing creativity!"
- Skip Brand
Chief Revenue Officer, Pudding Media
More testimonials »
- Contact
- [650] 619 3812
design@danielmckenzie.com