Product Design Process

The design process is not a standalone creative endeavor; it acts as a bridge between idea and production within the broader product development cycle. As a result, the product design process is shaped by input from a variety of stakeholders and approaches, adapting to the unique needs of each organization. Unless you're working in a design-mature company, the process is seldom flawless. At times, it may lack proper UX research; other times, it may overlook systems thinking or require excessive oversight and approvals, resulting in compromises.

The process I follow is always customized to fit the specific company and team, drawing inspiration from Design Thinking, Double Diamond, Agile, and UX design principles. What is maintained is a focus on collaboration, ensuring that the design process genuinely acts as the bridge connecting product managers, stakeholders, users, and developers. In other words, it ensures we are solving problems, addressing needs, and building scalable products.

Overview of phases

Kick off

• - Ensure the assignment follows the Standardized Design Brief.

• - Define Initial Requirements and User Stories.

Discovery

- Conduct a comprehensive review of available materials.

• - Conduct research with users and experts.

• - Perform competitor analysis and explore similar solutions, patterns, and designs.

• Synthesize findings into personas, problem statements, user goals, (prioritized) user stories, and user journey maps.

Ideation

• - Start with sketches, wireframes, diagrams, and flows to explore information architecture (IA), navigation, interactions, and content.

• - Develop solutions through mockups, patterns, and components.

• - Engage in multiple rounds of feedback presentations and design workshops.

• Synthesize results into user flows, mockups, and refined copy.

Prototype and Test

• - Conduct user testing on the prototype, followed by structured interviews and SUS (System Usability Scale) questionnaires. Analyze results and refine designs based on feedback.

• - Present results and designs to stakeholders for approval.

• - Conduct a final feasibility check with the front-end (FE) team.

• - Document components and patterns, integrating them into the design system.

• - Collaborate with the PM to define KPIs and success metrics.

• Synthesize results into documented pixel-perfect mockups in form of user flows with final copy.

Handoff and development 

• - Organize Figma files to facilitate a smooth development process.

• - Provide support to FE developers throughout the development phase.

• - Conduct design QA during the quality assurance process.

• Synthesize work to well organize and cohesive materials enabling teams to work independently.

Post-launch evaluation

• - Evaluate the success of the feature and its design using KPIs and success metrics.

• - Collect and organize feedback to product/UX backlog and identify opportunities for future improvements.

Product Design Process in Agile

In an Agile environment, the design process is an iterative, flexible, and collaborative approach that aligns with Agile principles. Unlike traditional waterfall models where design is a distinct, upfront phase, Agile integrates design throughout the project lifecycle, enabling teams to respond to change and continuously improve.

Here's an example what the design process looks like in an Agile environment: