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Week 1 - Design thinking and speculation

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Week 1 - Design thinking and speculation

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In today’s day and age, communication through graphic elements, texts or even user experiences, are crucial points to transmit a coherent and comprehensive message of a brand or entity that we’re representing. To make the development of this process as easy, organized and solution efficient as possible, some problem-solving frameworks were invented like Design Thinking, with the help of subprocesses like the Golden Circle where we question the logic of the problem and the feelings we can explore with it, which in itself is a very good way to understand the project as a whole before it’s worked on.

From my perspective, the use of this framework in specific goes in hands with any type of development for fields like:

·        Education – which allows to develop more captivating interactions with the students;

·        Health services – to find better methods to improve the overall experience in their own services;

·        Technology (specially) – in which is the field that we’re involved in as web developers, UI/UX designers, and the overall given context of the field itself.

Paying more attention to its use in tech, as a future professional in the area, I must keep in mind the necessities of an entity to whom I’ll be giving services to, always assuring the project and tasks at hand. For that, a general idea will be provided to fundament said project, and I’ll have figure to out which type of target-audience do we have to captivate, how we can do it and with what can we work with to develop an appealing experience.

Having had set a proper target audience, a strategy must be defined to achieve a plausible solution. In this part, attention to detail is crucial to avoid major problems later in the project such as overcomplicated development or user brain workload while using the service. This is the ‘problem space’, where all the theorical problems are figured. Being open minded also helps with the usage of Speculative design, where the product can go beyond the norm and be as unique as it can be, making it appealing.

Moving to the actual hands-on work, where the service itself will be developed based on the requirements assessed in the discovery and definition parts. This development consists of putting the design into action, building lo-fi (and later hi-fi) prototypes, and where they can start testing the overall feel for the product. As a future frontend or backend developer, this is the part where I am capable to execute the development, always keeping in mind about possible changes and improvements. At last, the product can go into production, where it’ll be carefully assessed and tested. If something goes wrong or isn’t working as intended, it can go back in the process for rethinking and improvement.

Wrapping up, I do believe the use of these kind of frameworks to be essential, as its usage easily shows how quick a solution can be achieved, with a predefined structure, independently of the case. As a future developer, I vividly recommend these frameworks.

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Having the knowledge of what our client’s needs, we enter the discovery solution space. To have this fulfilled in the most efficient way, we use the Research by Design framework, which supports the use of user research techniques and other concepts like typologies and taxonomies, that depend on the problem’s context. It is also necessary to use conjectures to have a general idea of the target-audience and who will use the service.

Keeping this in mind, the UX Engineer must always have the user in the center of all actions (human centeredness), where interest, necessities and dreams are prioritized in all steps. Many efficient ways to analyze this concept and understand what the user might want funnels through their areas of interest, using trends (indicate what’s on demand), personas (models of potential users which represent a part of the target audience, keeping in mind their various social and cultural aspects) and a stakeholder map (a graphic depiction of people or organizations having strong feelings about a project, item, or concept).

Afterwards, when the researcher is comfortable with the data, testing it with real users can begin to get the most accurate picture possible of their target audience. There are also many other techniques that can be used for this, such as shadowing (involves observing the reaction, time taken, etc. of the user), question ladder (enquiries the users about the experience through a premade script), interview (a set of questions to understand the user’s responses), empathy map (helps the researcher to see through the eyes of the user), behavioral maps (maps out places where the users interact the most with), cultural probes (a camera with a script in it so the user can follow, and the researcher can get some insight from them) and the personality archetypes (12 models with distinct identities and personalities).

Personas and archetypes are not the same, but they intertwine at some point. For example, personas define who is it and what can they do, while the archetypes are based on who will do it. Their connection point comes when the actual user fits an archetype model, which usually is during the planning process. Additionally, scenarios of use provide a narrative, which involves the persona, their goals, tasks, etc.

Given the discovery phase is finished, the expected outcomes should be the basis for the archetypes and personas, as well as hypothetical scenarios. It also it a good time to label these found results using typologies and/or taxonomies, which main purpose is to categorize and organize data.

Typologies are abstract ways to identify patterns or trends within a dataset. For example, the terms "frequent users", "occasional users" and "lapsed users" fit inside a typology for being relative topics.

Taxonomies are empirical ways to organize and classify data based on observable characteristics or attributes, it’s based off real-world observations.

To conclude, these techniques and methods do offer a powerful toolkit to a UX Researcher to further develop their project, enabling them to make informed decisions and create user-centered products.

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Having had completed the user research (empathize) phase, we can now begin working on converging phase following to it: the “define” process. Here, we, as researchers, are going to develop user stories and statements for their needs; user journey maps (the most relevant), which is in regards as to what the user's emotions and struggles and ecosystem maps that are based on goals and expected results.

For starters, we need to get a deep understanding of what the problem is that we’re trying to solve. We also need to gather all available data for the type of user we’re going to be developing for, to be able to generate great insights and have an unbiased opinion about what we’re developing.

Insights are described as the capacity to understand someone or something completely and properly. This may be accomplished by understanding the users' requirements, opinions, and comments, which is based on empathy, and then approaching it with our own cultural expertise to make an appeal. Essentially, it is the consequence of determining the genuine user's wants.

We all the data we’ve gathered, we need to organize, process and define it. For this, there’s a process, with the help of affinity diagrams, that have the following steps:

1.        Extract and summarize data: Get key information in notes.

2.        Find patterns across participants: Labeling and storing associated data in cluster (group of similar things).

3.        Create the insights: which is based on observations and data (I saw this), the information we get from it and the user’s needs and how we empathize on it (I know this).

4.        Organize insights into a digestible format: using processes like personas, journey maps, etc.

Having had the data organized and processed, we can now start defining insights by creating user stories and/or KPI (key performance indicators). While KPIs are quantifiable metrics used to measure the success of a product, user stories are statements based on the type of users and their associated needs, and it has a template defined as “[User] needs [Their need] because/for [Insight]”. For example:

A middle-aged man [User] who struggles with chronic pain needs to feel a sense of control over his health [Their need, by their feelings] because he believes that taking charge of his well-being is essential for maintaining his independence [INSIGHT, less obvious].

In this example, despite the user having issues with their health, their need for emotional control helps the creation of an insight.

We can also add the “How might we” methodology, which on the last example works like “How might we make it so the well-being can be maintained?”.

Given these findings, we can properly assess user stories by using UX methodologies, such as personas and archetypes (the user), empathy maps, journey maps, ecosystem maps, etc. (the needs) and the insights associated with it.

Summarizing, I personally think these processes are very effective in understanding and developing key insights for the problem at hand, as they provide a structured framework for gathering and analyzing relevant information.

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Brands and their loyal customers have existed since forever, but with the rising of technology and demand, along with consumerism, companies need to be recognizable to maintain their status by making good products get associated with their own ideology and goals. That is one of the many definitions of a brand.

A brand has multiple ways to function and work in a market. For this, they must show they’re potential by providing multiple benefits to their customers, where I highlight the most important like ethics, values, continuity, smartness, etc.

Personally, I consider these points to be the best because companies need to bring out quality content/products/actions like being responsible, not reducing the products quality (enshittification), while still being mindful about the production of such products and who it is to.

Brands can be defined in an iceberg as well. For example, everything the user can see and is interactable with is considered the tangible part. As for the intangible, it’s what the brand wants to transmit and represent, as well as the ideals they serve themselves with.

For the intangible, brands must establish their vision. Under this category, they need to check what they’re aiming to achieve in the future/how to make themselves future proof, which is mainly adapting to the market and innovating/reimagining already established uses and protocols (examples, collaborations or going from microscopes to high quality photography cameras).

Another topic is their purpose, which goes in line with what the world needs, what do they believe in and what is the brand specialized in. Essentially, it’s making the best out of their product for good (ex: Nike with the “Just do it”, while providing top quality equipment for high performance athletes/people who want to do better/comfortably in sports).

Lastly, it’s what they value. All brands have different values, and that’s what distinguishes them form each other. For example, valuing sustainability and innovation will make the company output innovative and sustainable products. It also makes people with the same personal values join them and be part of their ecosystem/community. Apart from products, it will also affect the environment, behaviour and the way they communicate.

Regarding the tangible aspect, this is where the brand’s visual identity lies, which is basically means how the entity wants to be defined by their audience, or to attract new consumers. Some brands have a visual identity that doesn’t align at all with the industry they’re in, others are marked by their historic value (if it’s working, don’t fix it), and some just choose whatever they think is appropriate for them. Recently, there’s been a trend on making every logo minimalistic, or just plain text with they’re thematic colours. But the truth is, and in which I agree, brands don’t have to transmit values, they’re just there to be associated with a product or represent an ideal.

To summarize, the best way to create a visual identity, is to go in what the company believes in and what their target audience values.

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Preparing for a pitch is essential, especially today, where securing the right investors and sponsors can define a venture’s success. A clear, compelling pitch showcases your idea's potential, builds trust, and sets the foundation for lasting support.

This necessity can be emphasized using “elevator pitching”, where a persuasive and concise message, that usually takes from 30 seconds to 2 minutes. This is a very critical moment. Once it’s over, there’re no second chances, so a structured approach with planning, rehearsing and performing is key to ensure success.

During the planning phase, a goal as to be defined. Questions like “What do I want to achieve” and “What outcomes do I anticipate” are good to clarify the responsibility I carry, as the presenter, to engage and inform the audience about my product/project. However, the conveyed message must be with key points and no technicalities, unless it is requested. This allows me to not have to focus on the equipment or the prototype working or not.

Regarding the pitch structure: it should begin with a compelling hook—an intriguing statement or question to captivate the audience's emotions. In the core, outline the idea and methods, using key notes for clarity. Credibility is crucial, highlighted by the team's strengths and the technology used.

As to closure, it can be wrapped up by expressing expectations, inviting interest, and setting up future steps. This final moment is a great opportunity to leave a good impression and get the audience’s response. Rehearsing is also very important, specifically out loud because it combats internal distractions, and it helps to monitoring the time, tone and fluency. Using mirrors or recording yourself is a great way to not only practice, but also understand and reduce fidgeting, adjusting the body language to appear natural.

Now, the performance itself: several etiquette and engagement strategies need to be engaged in this stage. Introducing in the beginning and thanking at the end show respect and establishes rapport. Maintaining eye contact reinforces engagement, and a clear, slowed (but not slow) speech make it clear to comprehend. Staying in front of the object (in my case, a slideshow presentation) keeps the audience’s focus away from what’s intended, so that as to be avoided, as well as long, weird movements.

The content of the presentation must be very as concise and direct as possible, without any distracting effects or dense text in the slides. Keeping the thematic and short, using images and graphisms is a great way to accomplish a successful presentation. In case something goes wrong, you can apologize immediately without making a fuss and keep going. The public will immediately forget it happened. Add some light humour to the pitch itself, but not too much, and strictly not niche jokes like dark humour. Not all people enjoy them, and they can often come as offensive.

To summarize, pitches rely on a clear structure: start with a captivating hook, outline ideas and methods, establish credibility. Planning, rehearsing, and professional performance maximize impact in limited time.

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The act of creating prototypes is, even after multiple studies and evidence, very undervalued. Therefore, since the essential roles like shaping, refining and enhancing a project are overlook, it affects the project’s outcome.

A prototype serves as a preliminary model that allows creators to explore ideas, uncover potential flaws, and adjust the project direction before costly development phases.

The cost-effectiveness of prototyping is a major advantage, since it allows for detection and resolution of issues during its stage, and it’s much less expensive if they were to be addressed later, which can lead to the corruption of the foundations of the project and require much more resources. Prototyping is often considered a preventative approach, where testing early-stage designs reveals functional gaps or user experience flaws, sparing teams from adjusting after launch.

In contrast, development without a prototyping phase can lead to improper solutions that miss critical user feedback until it’s too late. In the traditional software development process (problem identification, solution selection, design, and build) lack of prototyping means that any feedback on usability or errors comes post-launch, which usually can lead to a negative public experience. Without early testing, teams may end up investing heavily in a product that misses key user requirements or has overlooked errors.

Furthermore, a site map helps visualize website structure and makes it easier to understand the page’s hierarchy before the actual development. This ensures the project’s base elements are correctly and in their proper places, arranged for users. The use of taxonomies and task flows improve in organizing the content in user-friendly ways, which prototyping can then test for efficiency.

Wireframing is a popular early-stage prototype output that communicates layout concepts in low quality. Low-fidelity wireframes are basic sketches that define layout without precise design features, allowing stakeholders to see potential solutions before committing to final designs. These early representations stimulate feedback and iterative development, which promotes teamwork and creativity. Later in the development process, high-fidelity prototypes provide a polished, near-final version of the product with interactive aspects and functional testing, generating significant data on user performance and satisfaction.

Prototypes come in various shapes and methods, from low-fidelity wireframes to “pretotypes” and A/B testing. Pretotyping (a simplified prototype) gives for immediate feedback on basic concepts without requiring major expenditure, allowing for quick revisions if people react negatively. In contrast, A/B testing evaluates two versions of a feature or design to discover which performs better, assisting in decision-making.

To summarize, prototyping is a critical phase in any project’s development stage. If assessed in early development, prototyping enables teams to create a product that meets customer expectations, reduces late-stage alterations, and sticks to budget limitations. Prototypes help ideas progress from concept to functional design, enabling a well-founded development process.

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Usability is often overlooked in product design, where visual appeal and advanced functionality can overshadow the core principles that make interfaces intuitive and accessible. Far more than a box to check, usability lays the groundwork for an effective, user-centred experience, increasing ease of use and encouraging users to return. When usability elements like as visibility, feedback, consistency, mapping, restrictions, and affordances are deliberately incorporated, products correspond with users' natural expectations, making them much easier to interact with.

For example, visibility ensures that users can quickly identify functions, which is essential for easy navigation. Hidden elements, such as those in a hamburger menu, may mislead users who expect critical actions to be prominently shown, as in tab-bar layouts. Another pillar of usability is feedback, which ensures users that their actions have been acknowledged, whether through visual signals, noises, or haptic reactions.

Without immediate feedback, users may feel uncertain, potentially leading to frustration. For instance, a confirmation message after a form submission reduces the risk of accidental data loss, affirming that the input was received.

Consistency builds trust by tapping into users’ prior knowledge and expectations, ensuring they can navigate without constantly reorienting. Traffic lights are a real-world example of consistency, using standardized colours that communicate universally, simplifying design by reducing the learning curve. Mapping, on the other hand, aligns controls with effects; for instance, turning a car’s steering wheel naturally corresponds with a directional change. Poor mapping breaks this intuitive link, creating unnecessary friction. Constraints, meanwhile, guide interaction by limiting possible actions at a given moment, such as preventing form submission until all required fields are filled, leading to smoother interactions.

Affordances provide clues about an object’s use; for example, a pull handle on a door indicates it should be pulled, not pushed. In digital environments, clickable buttons and scrollable sections serve as visual signals, guiding users without the need for explicit instructions.

Beyond usability, the sensory layer of experience design covers subconscious and conscious cognitive processes, as investigated by Kahneman and Norman.

Visceral responses operate on an instinctual level, where aesthetics (such as colour, texture, or sound) instantly attract or repel users. Behavioural processing, meanwhile, arises through learning and control, where users feel satisfaction or frustration based on how well the product meets their expectations. Reflection allows users to form lasting attachments, contemplating whether the product fits their identity or becomes essential in their lives.

Norman’s action cycle ties usability and sensorial layers together by describing how users set goals, execute actions, and assess outcomes, engaging with products through visceral, behavioural, or reflective responses. For example, the experience of listening to music to alleviate loneliness (perceiving, interpreting, planning, and performing) progresses from first instinct to thoughtful appraisal, allowing users to feel, interpret, and engage meaningfully with the encounter.

Wrapping up, experience design that combines usability and sensory appeal results in encounters that are both functional and deeply engaging. Designers may create things that are both accessible and emotionally evocative by prioritizing usability and catering to visceral and reflective responses.

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The use of design trends in interface design is crucial to develop and good project that aligns with the changing demands of the industry. This includes trends such as visual interface guidelines, responsive layouts, flat aesthetics, etc.

According to Alan Cooper’s principles, visual interface design lay a foundation for easy navigation through various methods and techniques. This is crucial in our current digital world where cluttered interfaces often lead to frustration and platform abandonment.

Cooper discourages visual noise, focusing instead on a clean and functional layout that enhances comprehension. Maintaining consistency in these design principles maintains consistency, and it is widely adopted nowadays.

A key method is responsive design, which means using flexible grids, scalable units (rem, em, and %), to support phones, tablets, and desktops. For instance, mobile users might see a single-column layout, while tablets display two columns, optimizing readability and interaction on each device. This adaptability boosts satisfaction and engagement, allows the users to interact freely without the constraints of a fixed layout.

Flat design brings a sense of simplicity and minimalism to digital interfaces. Using two-dimensional elements and vibrant colors, flat design has shifted away from skeuomorphic styles, which once mimicked physical objects to aid user understanding. Modern users are now highly digitally fluent, often finding skeuomorphism unnecessary and even limiting. Flat design, centered on usability and efficiency, promotes a streamlined experience that aligns with today’s digital habits, where speed, clarity, and straightforward navigation are key.

Design systems, such as Google’s Material UI or Microsoft’s Fluent Design, contribute coherence and standardization across digital products. By integrating reusable components, guiding principles, and best practices, design systems ensure a unified experience within a product ecosystem. Brad Frost’s Atomic Design, for example, breaks down interfaces into components that can form more complex structures, supporting both reusability and scalability. Additionally, design systems enhance team collaboration by establishing shared conventions, aligning goals, and reducing redundant work, which helps maintain brand consistency.

Microinteractions add an element of engagement and feedback to the user experience by providing instant, often animated, responses to actions. These small interactions—like adjusting a volume slider, toggling a switch, or receiving visual feedback on form submissions—help users feel connected to the interface. Microinteractions also intuitively guide users through their actions by offering cues on system status, reducing ambiguity, and fostering a sense of control. When triggered by system intelligence, microinteractions may even anticipate user needs, adding a proactive dimension to the interface's responsiveness.

In conclusion, these interface design trends play a crucial role in crafting user-centered, adaptive, and visually appealing digital experiences. Together, they form a comprehensive framework that not only meets current user needs but evolves alongside new digital demands, promoting a future-forward approach to digital design.

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The way how data is displayed is great for enhanced communication and decision-making, specially nowadays where data production has ‘sky-rocketed’, a bridge between raw information and actionable insights is a must.

On one hand, the users' ability to comprehend multiple items at once is limited by short-term memory, which it only lasts about seconds or minutes. For this, designers must pay attention since they must divide the content into digestible chunks of four to five pieces, which is a wonderful method to keep the user's interest and improve the overall experience. In contrast, giving users too much information or forcing them to do activities at the same time puts them can overload them with information and that will lead them to sort of get away from the app. Therefore, breaking up content into manageable chunks improves this experience and makes sure the human mental limits are in check.

On the other hand, long-term memory draws on prior knowledge and schemata, which are mental chunks of organized information. For example, users scan screens based on what they’re expecting to see, and tend to focus on familiar areas like the left center instead of edges of the screen. For the designers, these things have to be kept in check so users are comfortable navigating the system. For this, intuitive designs have to be made in order to increase engagement, which requires a full consideration of the audience's schemata.

With this information, making data visualization expand upon these memory principles, considering that more than 90% of the data now has been being created since 2010, efficient visualization tools are crucial for comprehension and decision-making, as they uncover patterns that could otherwise be hidden. To make sure this information is rightfully displayed, designers make use of infographics, charts, graphics, whatever they deem necessary to break data down into more ‘human-readable’ things.

Through a method called progressive disclosure, which offers information slowly and through increments rather than all at once, visualization is aided by reducing the mental strain, presenting only what users need at a given time. Based on the concept of "more clicks, less thinking," this strategy eases user journeys and increases interface confidence.

Now, by giving use of information design, we can connect these components by balancing the app’s organization, significance, and usefulness. Every decision is guided by its main principle of optimizing information that the user acquires, from the visual aspect to its use. By initiating visualization efforts at the beginning of the design phase is a big win, as it guarantees a smooth integration of research and simple communication, and avoids a potential flop.

Summarizing, incorporating memory principles and data visualization into design results in systems that are both functional and user-friendly, as well as engaging. By removing cognitive burden and displaying information in a straightforward manner, it is guaranteed that they can readily engage with data displayed. Therefore, visualization acts as a connection point between unprocessed data and useful insights, which plays a crucial role in contemporary design and communication.

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The process described on the "define" phase in UX research emphasizes a lot of structure and empathy, but this can’t happen without limitations or, at least, some challenges.

Relying on empathy can be a tricky way to analyse and interpret data. It is something ambiguous, differing upon individual perspective. Using user feedback, that can also be influenced, could lead to biased research. We interpret user needs through our own understanding of the world, which can be led by individual cultural beliefs, making us oversight and conclude wrong priorities.

Furthermore, when creating personas and journey maps, we risk oversimplification. Our users are human, they are dynamic, and their needs can change based on circumstance. Using these artifacts, teams risk using and remaining with a static view of their users, losing the overview of who they are developing for and the capacity to make a product that fits their users’ needs.

When using “How might we” questions, we must admit that they are based on mere speculation. We gather speculative thinking without any validation of our thoughts, that can be, again, influenced by cultural contexts. This can mislead our solutions and fail to achieve our users’ pains effectively.

To better sustain my points, I used Chat GPT:

"What is the role of empathy in UX design, and why might it be problematic in some cases?"

"How can user personas limit the effectiveness of UX research?"

With these questions, I could better identify certain limitations with empathy and personas on UX design process.

More References:

https://areteworks.com/the-importance-of-empathy-in-ux/

https://www.interaction-design.org/literature/article/design-thinking-getting-started-with-empathy

https://louderthanten.com/coax/inclusive-ux-the-limits-of-empathy

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Prototyping offers indeed some advantages, it’s economic and helps in identifying design flaws earlier, however, it also has several limitations that challenge its strengths.

1. Limited Realism and User Feedback: When using low-fi prototypes, such as wireframes, we risk oversimplifying interactions users will do, and, with that, risk failing when gathering and providing a realistic insight. Users may have difficulty envisioning the product as it should be and give feedback that doesn’t reflect what would be its real-world use.

2. Resources and Time Constraints: Prototyping requires repetition, design tools, time, skilled employees. All this costs resources and, especially for small teams or projects with tight deadlines, it can be a problem, diverting them from crucial tasks or forcing resources’ redirection.

3. Over-Focus: In early stages, teams can be easily redirected with initial feedback, sometimes sacrificing innovation with fear of associated risks. In the same way, stakeholders can get attached to early designs, not allowing or discouraging possibly beneficial changes.

4. Dependency on Effective Execution: Prototypes only fulfil their job when well created and tested. A faulty execution of these, causes mislead results and design decisions that fail to correspond to users’ needs.

Using OpenAI’s ChatGPT, as a tool to better understand the limitations of prototyping, I could better understand, and research further, these limitations and their impact on UX design.

" What are the advantages and disadvantages of using low-fidelity prototypes in the early stages of design?

" What are some common challenges faced when using prototyping in UX design?"

More References:

https://think.design/user-design-research/prototyping/

https://www.interaction-design.org/literature/topics/prototypes?srsltid=AfmBOopxdr3rcFYvRCEwrwjeUQ65c3QrMLpYNySoB-xs10e-3vFs8iyc

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Even if data visualization can enhance decision-making and communication, there are significant challenges that can impact its effectiveness.

Oversimplification is a constant factor.

Deconstructing complex data into a more digestible one, can cause loss of important information. During this process, there is the risk of removing crucial context, leading to misinterpretation.

While designing progressive disclosure can reduce cognitive load, this can frustrate users that want quick access to that. Having multiple steps to access information can become tiresome and discourage engagement from part of the users.

We must also consider memory principles. Using this type of approach for all users, can overlook different cultural contexts’ expectations, creating barriers between a global audience.

The amount of data and visualization tools available are also a problem. This can lead to an excise visual and overwhelm users with unnecessary information.

To conclude, memory principles entail risks of oversimplification, user frustration, cultural differences and visual overload. When trying to ensure meaningful and accessible data, this can cause the opposite effect what is desired.

OpenAI’s ChatGPT was a useful tool for better to better understand challenges and potential risks of using data visualization in UX design.

" What challenges can come from overusing infographics and charts in data visualization?

" What are the potential risks of using progressive disclosure in data visualization?

“How do memory principles affect the effectiveness of data visualization in UX design?”

Gathering the feedback that I received from these prompts, it was easier to better identify problems associated with the topic.

More Referencies:

https://www.nngroup.com/articles/progressive-disclosure/

https://www.nngroup.com/articles/crosscultural-design/