Terroirs d’Avenir –  design

The first task:

It’s been 2 weeks that I started my course in Ironhack Paris. We have got our first brief on the second day /4th September/ which was about choosing a grocery company then designing for it an e-grocery shopping platform in group. Following the submitted course, we had to go through all the 5 stages of the Design Thinking process from the “Empathise” phase till the “Test”. I’m going to show you through this all the tools and methods we were using.

Before jumping to the “Empathise” part, let’s talk about the UX Strategy Method and the Competitive Analyses. These are the methods the designers have to start with the whole process.

The UX Strategy Blueprint is a framework adopted to guide the strategy.

UX Strategy: lies at the crossroads of UX design and business strategy. It is used to create an understanding between designers and the goals of the business/product/feature. More specifically, it’s a document of guidelines and rules that outline how the design team aims to achieve the organisation/product objectives.

Market positioning

Competitive Analyses: identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to those of your own product or service. It’s a critical part of your company marketing plan. (Feature comparison, Market positioning)

Let’s see all the Design Thinking Process step-by-step and its tools!

1. Empathise

The first stage of the Design Thinking process is to gain an empathic understanding of the problem you are trying to solve. Empathy is crucial to a human-centred design process and empathy allows design thinkers to set aside their own assumptions about the world in order to gain insight into users and their needs. The designer has to engage and empathise with people to understand their experiences, their needs, motivations and the problems that underlie the development of that particular product. The tools we were using for it are the surveys and interviews.

Before doing the surveys it’s suggested to fill out the The Lean Survey Canvas that help us prepare better surveys faster.
Result of the survey

2. Define

(The problem)

During the Define stage, the designers put together the information they have created and gathered during the Empathise stage. They will analyse their observations and synthesise them in order to define the core problems that they have identified up to this point.

An “Affinity diagram” is an analytical tool used to organise many ideas into subgroups with common themes or common relationships.
Next step was creating the “user persona” which is a fictional representation of the ideal customer. A persona is generally based on user research and incorporates the needs, goals, and observed behaviour patterns of the target audience.
An “Empathy map” is a collaborative tool teams can use to gain a deeper insight into their customers. Much like a user persona, an empathy map can represent a group of users, such as a customer segment.
A “User Journey map” is a visual or graphic interpretation of the overall story from an individual’s perspective of their relationship with an organisation, service, product or brand, over time and across channels.
A “Mind Map” is a diagram used to visually organise information. A mind map is hierarchical and shows relationships among pieces of the whole. It is often created around a single concept (the main problem).
In the Define stage you will start to progress to the third stage, Ideate, by asking questions which can help you look for ideas for solutions by asking: “How might we…”provide accessibility to the products for busy people?

3. Ideate

During the third stage of the Design Thinking process, designers are ready to start generating ideas. They’ve grown to understand their users and their needs in the Empathise stage, and they’ve analysed and synthesised their observations in the Define stage, and ended up with a human-centered problem statement. They start to ‘think outside the box’ to identify new solutions to the problem statement they’ve created, and they can start to look for alternative ways of viewing the problem.

“Crazy 8’s” is a core sprint method. It’s a fast sketching exercise that challenges people to sketch 8 ideas in 8 minutes. The “Round robin” option is a technique for generating and developing ideas in a group brainstorming setting.
The MoSCoW Method makes it easy to prioritize requirements, features.
A “User Story” is a tool used in Agile software development to capture a description of a software feature from an end-user perspective. The user story describes the type of user, what they want and why. A user story helps to create a simplified description of a requirement.

4. Prototype

“A simulation or sample version of a final product, which is used for testing prior to launch.” The goal of a prototype is to test products (and product ideas) before sinking lots of time and money into the final product.

“Card sorting” is a method used to help design or evaluate the information architecture of a site /app. The participants organise topics into categories that make sense to them and they may also help you label these groups.
A site map is a visual model of a Web site’s or Mobil App content that allows the users to navigate through the site to find the information they are looking for. Shows connections between the screens.
A “User flow” is a term for the description of a set of tasks that a user must do to complete some process.
A “wireframe” is a sketch of the system to be built. It’s simple, clear and allows everyone to read and understand easily. Wireframe shows “just enough” information of the screen instead of the full details.

5. Test

Designers test the complete product using the best solutions identified during the prototyping phase. This is the final stage of the 5 stage-model, but in an iterative process, the results generated during the testing phase are often used to redefine one or more problems and inform the understanding of the users, the conditions of use, how people think, behave, and feel, and to empathise.

“Concept Testing” is the investigation of potential consumers’ reactions to a proposed product or service before introducing the product or service to market.
“Usability testing” is a way to see how easy to use something is by testing it with real users. Users are asked to complete tasks, typically while they are being observed by a researcher, to see where they encounter problems and experience confusion.

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