The Pains and Joys of Iterative Design

Design Thinking has become one of the most powerful words to describe the innovative and iterative way to solve customer problems. There is no single definition of what Design Thinking means. The only thing that matters is the outcome - human-centric product.

Below is an example of this kind of process that we organically set up with the engineering team that allowed us to get features to the users fast and discover new opportunities without much of the development bureaucracy.

Stage 0.

Eyes wide open

Starts with a product person who stumbles upon a problem or an idea while analyzing data, interviewing users and stakeholders or doing the market research. Validates it quickly against a few sources. Hypothesizes that it is going to provide X value.

Stage 1. 

Throw stuff on the wall

It’s always as they say the first pancake is always lumpy or something. It’s when you have a vision, you jump into Figma, you design a few canvases, prototype and share with the lead engineer all happy and satisfied. 

Stage 2.

But where are its legs?

That is that moment when the engineer, while looking at your design, innocently asks you a very trivial question and you realize that with your all that grandiose vision you’ve missed a very small but annoying part. You say: “oh, sh*t. I thought I had it there. Let me rethink it” and retreat all deep in thought to your desk.

Stage 3.

De-Constructor’s Cup (get it?)

Ok, let’s get back to the basics. Take a piece of recycled paper that still clearly shows a table printed on the other side and a pencil. The table from the other side of the paper will do nicely when you draw those screens and boxes for elements. Now, you are basically breaking down, deconstructing step by step the interactions. It's best if the engineer is there right next to you and, hopefully, not without an impatient look on her face, but engaged and loving the problem!

Stage 4.

Iterate. Iterate. Iterate.

One study says that you need to have at least 3 options to choose from to make the best decision. In designing the right interface and UX there is no idea that should not be explored (unless it’s one of your nemesis’s), so we patiently and excitedly go down a few flows, stumbling upon one blocker, moving on to the next one, going back to the previous one, unblocking, taking a step back or a total 180” turn. If everything goes right, we should have a few A4 filled with scribbles and drawings by now.

Stage 5. 

Eureka or at least when the sky’s clear

From time to time, you will have those fantastically satisfying moments when the “magic” flow is discovered. Most of the time it will be at least a happy solution. Finding similar patterns in real-life objects or alternative interfaces does help to bring that moment closer.

Stage 6. 

The moment of truth

So, after the design is shipped and is used by real people, you want to

A) Measure how often they use it

B) How efficiently they get to the next point in the journey

C) What are they actually saying about this

For that, I love to employ Google Analytics and an Intercom survey that will pop up right next to the newly designed element.

Stage 7.

Look back

We all hope we can create the perfect flow, shop it and never touch it again. But we all know, that can only be true if the product dies and goes out of business. A living breathing one has to be constantly improved, updated and modified. So, yeah, do look back. Here is the link to Stage 1 ...