creating a flexible design process

role: design team lead, project lead

The goal was to create a better way to work. We had multiple processes across different product groups. Developing a flexible design process that had a common language helped us be better at what we do. We settled on a few internal principles and stages to guide us. This gave us a useful approach for breaking down projects into manageable pieces.

The process we came up with was based on our existing resources and business needs. It was inspired by the Design Thinking model proposed by the Hasso-Plattner Institute of Design at Stanford (d.school).

Empathize - understand business and user needs

Discovery - data analysis, user interviews, Hotjar, and other 3rd party feedback.

Wireframe - first step towards potential solutions

Prototype - review, test, gather feedback

Release - deploy, analyze, iterate, monitor KPIs

Before we had a cumbersome and undefined process. Each project was handled a bit differently and outcomes were not repeatable. We had to ‘defend’ our work including a good amount of back and forth. We couldn’t predict output very well and design was undervalued.

After reworking our process we maintained a repeatable, flexible, and empowering design workflow. For each project, we had most of the information from the start. We empowered product owners as allies when pitching new initiatives. The feedback lifecycle was shorter and more focused. Best of all a sense of ‘team’ developed.