My Processes
Regardless of the project or requirements, I always start by jotting down my initial understanding: what I’m being asked to do, how I envision doing it, who I need to involve, my concerns, what’s feeling off, and any other thoughts swirling in my mind.
This is an intimate and vital process for both me and the project. It’s where I establish the game plan and craft the story I want to share first with my peers, and ultimately, with the users.
Armed with this narrative, I dive into one of my trusted design processes and kick off the project.
My processes for 5 types of projects
As a Lead Product Designer at TiVo, I’ve honed a set of 5 design processes tailored to the unique demands of various project types I had implemented. These processes are not static; they are dynamic frameworks that evolve with each project, informed by continuous learning and the changing landscape of user needs and technological advancements.
1. Project from Scratch for a Non-Existing Product (5%)
I absolutely LOVE designing entirely new products. My role involved leading about a dozen of such projects, where I was fully engaged in every step of the design process, from conception to implementation. In this type of project, first and one of the most crucial steps is to conduct thorough research and market gap analysis, which allowed me to expand the concept development phase significantly.
Collaboration with product managers and stakeholders was integral, enhancing my creative thinking and problem-solving skills. This approach not only fostered innovation but also strengthened my ability to develop compelling products that resonate well with customers. Interestingly, not all of ‘from scratch’ projects adhere to the Agile methodology. In instances where precision and planned progression were crucial, I was participating in successfully implemented Waterfall methodology. This structured approach was vital, especially when prototyping and usability testing. It was imperative to gauge user response to the new concepts I developed, as these insights are crucial to refining my designs.
2. Complete Redesign of an Existing Product (5%)
In this type of project collecting and analyzing feedback was the first and one of the most crucial steps as well as reviewing user feedback, support tickets, and usage data to identify areas for improvement. Second important step was to redefine the product concept to align with current user needs and technological advancements, followed by other steps such as prototyping, testing iteration and etc. After the project, it was imperative to collect the analytics, stats, and other data to validate the success of the redesign.
Managing a complete redesign taught adaptability, deepened understanding of user experience, and refined the ability to balance user needs with business goals.
3. Design of a New Feature for an Existing Product (40%)
In this type of project one of the most crucial steps is working with product management to define the scope and objectives of the new feature, followed by multiple WWH to anyone who’s involved, and design the feature to integrate seamlessly with the existing product, ensuring consistency in the user experience (feature discovery & design integration). Followed by prototyping, validation, iteration and etc. There is also a significant collaboration with engineering team throughout development and oversee the feature release.
4. Redesign of an Existing Feature for an Existing Product (45%)
In this type of project collecting and analyzing feedback is the first and one of the most crucial steps as well as reviewing user feedback, support tickets, and usage data to identify areas for improvement. Second, most important step is to redefine the product concept to align with current user needs and technological advancements, followed by other steps such as prototyping, testing iteration and etc. After the project, it is imperitive to collect the analytics, stats and other data to validate the success of the redesign.
Managing a complete redesign teaches adaptability, deepens understanding of user experience, and refines the ability to balance user needs with business goals.
5. Urgent, Out of Schedule Projects/Proof of Concept (5%)
When tackling an urgent project, I start with an immediate assessment, meeting with stakeholders to understand the scope and deadlines, and defining success criteria. I quickly document my initial thoughts and potential challenges. Next, I conduct a rapid brainstorming session to generate ideas and prioritize must-have features, creating a high-level plan with clear milestones. I swiftly move to low-fidelity wireframes, gather rapid feedback, and develop high-fidelity mockups focusing on critical elements. An interactive prototype is created for quick usability testing, and I iterate rapidly based on feedback. I finalize the design, prepare assets, and ensure thorough documentation for a smooth handoff to development.
Throughout implementation, I support the development team and conduct a final review before launch, followed by gathering post-launch feedback to make any immediate improvements. This streamlined process ensures we meet tight deadlines without compromising quality or user experience.
My Design Philosophy
Working with the people and for the people
As a Lead Product Designer, I place immense value on the human aspects of my work—both in terms of my team and the end-users I serve. This dual focus on "working with the people and for the people" is foundational to my approach. It's crucial that my designs not only meet the practical and aesthetic needs of users but also align with the ethical standards and business objectives of my organization. This alignment ensures that the products I design are responsibly crafted, fostering trust and long-term engagement.
Honesty and transparency
In my design practice, honesty and transparency are paramount. Throughout the years I learned to steer clear of deceptive practices such as dark patterns, which can mislead or trick users. By maintaining integrity in my designs, I help build a brand that users can rely on. This ethical stance goes beyond just avoiding harm; it's about creating a positive, straightforward user experience that respects the user's autonomy, uniqueness, intelligence, and shortcomings.
Cleverness and cost-effectiveness
Moreover, my designs aim to capture the user's interest through cleverness and cost-effectiveness. Innovative, yet budget-conscious solutions ensure that I provide value without compromising on creativity or functionality. A boring design does a disservice to the user and business, potentially leading to disengagement and loss of interest. Therefore, ensuring that each design is engaging and appeals to the sensibilities of my target audience is crucial.
User-Centric iterations
It's essential to continually refine my designs based on user feedback and behavior. It is also essential to learn and embrace all the changes and advancements in design and in technology. This iterative process helps me to better understand and serve my customers, making adjustments that enhance usability and satisfaction.
Sustainability considerations or Lean design
In today’s environmentally conscious market, incorporating sustainable and lean practices into product design is more important than ever. This involves selecting eco-friendly materials and methods that reduce environmental impact without sacrificing quality or design integrity. By integrating sustainability into my design philosophy, I address the growing consumer demand for responsible products, which also benefits the business by aligning with global sustainability trends.
