UX design process with company cases

Design Thinking
Double Diamonds
Frog 3 Step
Google Sprint

1. UX design process🔥

Troubleshooting process aimed at UX clearly
What is a product-driven process?
Project Life Cycle
Start -> Plan -> Do -> Control -> Complete
Towards end-to-end and end-to
What is a UX-centric process?
User Cantered Process
Definition -> Study -> Analysis -> Design -> Verification
User-centric approach to produce results

1.1 Design firm Case Study🔍

1.1.1 Design Thinking🤔

Design thinking is an integrated approach.
To tolerate failure and to emphasise the attitude of learning from it.
Require action rather than thinking
Deep empathy and the evolution of experience.
Approaching the fundamental problem around humans.

5 Stage Process📋

Empathise -> Define -> Ideate -> Prototype -> Test
Empathise A consulting team consisting of experts from various fields will be dispatched to the site. In addition to surveys, problems are identified and understood through video filming, interviewing, and shadowing.
Problem Identification (Define) Persona, draw up the Customer Journal Map. The customer experience of discovering Pain Points is critical.
Ideate It freely develops ideas focusing on improving the Pain Point of customers that it has discovered. An essential point in the discussion process is gathering at least 100 ideas within an hour.
Prototype Create a virtual model mockup or a storyboard or scenario.
Test The completed prototype is used directly from the customer's perspective as role-playing. If you find a problem, go back to the previous step and solve it again. Improve completeness by immediately accepting and reflecting inconveniences or improvements.

1.1.2 Double Diamond💎

Discover: Data Collection Investigate, understand and define the situation facing the problem. Build background knowledge with various inspirations. It explores information and utilises quantitative and qualitative investigations such as desk research, field research, and interviews.
Define: Insights derived from data Derive insights from findings and clarify where to focus. It defines user needs and Pain Point to derive UX strategies through Affinity Diagram, User Journal Map, and Persona.
Develop: Repeat development testing. It is going to proceed with the service idea and blueprint. People from different disciplines design the exact solutions as clearly defined problems.
Delivery: Final Test Final test the design output and check if there are any problems. It also receives user feedback and reviews, and modifications repeatedly.
There is no perfect completion of any solution, so this process must be repeated organically.

1.1.3 Frog 3 Step Design🐸

All creative activities help improve an individual's daily life.
Develop continuous self-design process tools
Designing experience that is more maximised for the individual perspective
Integrated design solutions based on user experience and experience
Discover: Maximise User Admissions Designers, client project team members, and potential customers participate in brainstorming meetings to enhance business, markets, brands, users and technologies. It is used to identify goals, opportunities, and success factors.
Design: Fundamentals Over Features It emphasises something fundamental over functional prototypes. It creates a variety of design sketches, develops basic three-dimensional models, and evaluates usability.
Deliver: Idea Realisation The final selected solution is refined and documented. All product specifications, model equipment, production manuals are delivered to customers and support manufacturing partners.

1.2 UX Process in Modern Society🥰

1.2.1 Lean UX: Lean and Agile and the Evolving User Experience😍

Lean Startup: Production measurement learning
Agile Four Key Principles
Interacting with individuals rather than processes and tools
Software that works more than a comprehensive document
It's not about negotiating contracts. It's about cooperating with clients.
Instead of following the plan, respond to the changes.
Lean UX Process
Remove any unnecessary parts.
It has a common goal and transparently performs through multi-disciplinary collaboration.
Change of mind, application based on an experiment.
Eliminate unnecessary tasks, collaborate efficiently and harmoniously, and change perspectives -> CO-CREATION
MVP (Minimum Viable Product) Lean UX focuses on minimally viable products with short cycles. Based on customer feedback, the validation and refinement process can be repeated, and the actual value of the product can be derived.
Instead of just adding new functions, the product should be refined through continuous experiments while improving the already created function and eliminating unnecessary parts.
It is possible to respond quickly to changes in the market.
Lean UX Prerequisites
autonomous environment
An environment where small multi-disciplinary teams can collaborate transparently in the same place
Transformation into a mindset that allows team members to collaborate effectively with responsibility

1.2.2 Google Sprint🏃

It is a design process that allows team members to work under time-limited conditions and focus quickly on clearly defined goals toward testable prototypes.
Restrictions in Google Sprint Ideally, seven people with multi-disciplinary views. It runs from 10 a.m. to 5 p.m. Monday to Friday in five days and is given two short breaks in the middle.
Due to restrictions, dense project progress is possible for a short period.

Monday: Finding goals and problems.

All team members work together to identify the problem and determine the overall goal of Sprint.
At the end of the day, we set the direction forward and clearly determine the problem that needs to be solved within a week.
Methodology Example: User Journey Map

Tuesday: Finding a solution.

We focus on finding solutions to the problem.
Brainstorm, freely sketch products and find solutions.
Sketch focuses on how the product works.

Wednesday: Making a decision

Vote to prototype one overall sketches.
It also examines whether the solution with the highest probability of success is suitable for achieving long-term goals and selects the best alternative.
In the afternoon, the storyboard of the alternative selected for the final prototype is written.

Thursday: Create a prototype

Make a prototype based on the storyboard.
It doesn't have to be perfect, but it's produced with such perfection that users can feel like "real products" when they encounter the prototype.
However, rather than being obsessed with perfection, it focuses on getting users' responses within the time limit.

Friday: Determining the way forward.

Interpret their responses to 5 users and modify the objectives they have learned, and set accordingly.
Use this to review the development plan after Sprint and discuss future schedules.

1.3 UX Design Methodology🎨

1.3.1 Research Phase🧙

It is a step to derive a lot of data and insights.

Quantitative Research

Survey: We conduct various forms such as online surveys, paper surveys, mobile surveys, and systematic research.
Data Analysis Platforms: includes using data analysis platforms such as Google Analytics that click when you use a site or software product and analyse the history of this screen or page.
Focus Group Discussion: A group of 3 to 12 participants will provide verbal and written feedback through discussions on various topics.
User interviews: Researchers meet one-on-one with participants to discuss in-depth participants' thoughts on the topic.
Card Sorting: Observe that the user uses the card to group and align the information structure of the product they think is consistent.
> Empathise and understand people's beliefs and practices.
Affinity Diagram: It's the most used methodology in the real world. Categorise large amounts of ideas extracted by brainstorming into consistent groups according to relationships. -> This is the basic structure to make your findings neat and data.

1.3.2 Identification🧠

It is a step to define a problem and derive a solution.


A fictional character created based on a survey to represent a particular type of user.
The character is depicted explicitly in lifestyle, interests, values, goals, requirements, limitations, needs, attitudes, and behaviour patterns.
Add some imaginary personal information such as name, age, and gender to make realistic characters.
You need to set up a scenario for your persona. (set as a particular situation or problem that may generally cause the use of the product or service being designed)
It does not describe real people, but it is created by giving individual personality based on actual user data collected from multiple individuals.
> There are advantages to making it easier for real users to understand and access what they feel they need.

Customer Journey map🌞

Visualising a person's process to achieve a goal from research, decision, and purchase to after purchase.
Top: User behaviour in which interactions between specific scenarios and products or services of particular users occur.
MIDDLE: Represents an experience of thoughts and feelings, such as expectations or goals.
Bottom: Indicates touchpoint, opportunity point, and insight.


It draws attention to visual representations of ideas and elicits stakeholder behaviour through clarity.
Passes essential events in chronological order through graphical images.
It is clearly drawn enough to be shared by anyone, but the degree of image refinement depends on the purpose and audience.
> Explain part of your journey and get outside feedback to improve your product or service.

1.3.3 Design✍

It's a stage where the rotation is carried out through modification and design.


Visualise the flow of design solutions and gather feedback from parties before creating the final product.
Low-Fidelity Prototypes - The goal is to provide clients with early ideas for user flows: sketches, paper prototypes, click-connect prototypes
High-Fidelity Prototypes - The goal is to run prototypes in focus groups and see how prospects interact with prototypes: interactive prototypes, realistic-looking digital prototypes, real-world coded prototypes


You can show clients and other team members how the UI looks and works early in the development process.
There are few colours or details, and it is expressed with simple lines and boxes. (Focus more on structure and functionality)
It is possible to collaborate effectively by clearly matching the sync between team members.

1.3.4 Test 🎇

It is a step to validate UX.

Heuristics testing🎀

One of the terms of psychology, 'emotional and thoughtless judgment' -> It means using familiar icons or UI to increase the efficiency of use.
Based on usability principles and a typical heuristic list, the evaluation method is reviewed by three to five usability experts on the website's usability.
Through usability evaluation, the product UI is checked and improved and modified with the best UX.

Usability Test🧶

Evaluate the smoothness of interaction between products or services and users.
Participants in the usability test will try the prototypes provided, and UX designers will observe, ask questions and receive feedback from participants.
> This allows you to learn in-depth about potential users' needs and preferences and increase product completeness.

A/B Test🎡

Compare the two versions of a product or service to determine which results in better performance.
Typically used to test new or experimental features before they are updated.
We need the ability to select appropriately from various methodologies and apply them strictly.
"If the user is having a problem, it's our problem."-- Steve Jobs --

2. Catch up with UX Design Process 🎢

How do companies introduce design processes?

2.1 Transforming SAP's Digital Transformation🎫

German Global Software B2B Company
Provides a wide range of domain-specific business solutions, including HR, commerce, asset management, finance, and sales
Choose the IDEO design thinking method. IDEO helps humans to approach fundamental problems and evolve deep empathy and experience through them.

2.1.1 SAP Design Thinking Introduction Process 🛒

2004: Inspired by Design Thinking Methodology With IDEO founder David Kelly, D.Establish School
2005: 35 design thinkers recruited. Different design thinking methodologies as top priorities for enterprise innovation in existing SAP strategies
2007: SAP Innovation Product Development Application Checking the performance of design thinking to solve problems and injecting design thinking methodology into the product planning and development stages
2012: Chief Design Officer 영입 Engaging design thinking expert Sam Yan as the product UI director to establish a vision that values user experience for all products and services
2014 ~: Expansion and leap to B2B2C Propagating design thinking methodology to adopt as an enterprise-wide methodology and think about innovation among customers.
SAP focuses on driving innovative ideas that value human-centric technology and user experience.
SAP Design Thinking has a clear differentiation in that it can utilise design thinking in various environments and identify problems faster and more accurately to provide customised solutions. It focuses on creative thinking, actively reflecting people-centred, collective intelligence ideas, and three key ways of thinking that repeatedly tolerate and modify failures.

2.1.2 COOP🧵

Problem 1: How to prevent out-of-stock situations for customers visiting the store.
Problem 2: How to provide satisfactory shopping for each customer.

COOP's Design Thinking Introduction Process 🕶

5 Stage Process Empathise -> Define -> Ideate -> Prototype -> Test
Empathise Visit the store several times to observe and interview field staff in charge of delivery, store display, and promotional products. Identify the corners where customers travel most frequently or stay for a long time, and combine basic sales information to observe and analyse shopping status by gender and age of customers.
Define & Ideate Define issues based on data to gain new insights and draw ideas from a customer perspective
Prototype & Test Design of the "Delivery Tracking" app for store managers: Identify the current location of the delivery vehicle and notify store staff five minutes before arrival, and check if the products that are expected to be sold out have room in the delivery vehicle to adjust the amount of warehousing.
Providing customers with a new shopping experience: Redeploying products or creating new promotions based on revenue and shopping movements by customer class.
5 Override business problems with Step Design Thinking and other possibilities open up from the customer's perspective
In addition to the improvements discovered by the virtuous cycle, various ideas and innovations that value the customer's shopping experience have been created.

2.1.3 Blue Bottle🧊

Before starting Sprint: conducting an interview Conduct interviews with prospective customers to understand how people buy coffee on the web At this point, we find that how to make coffee is more important than how people buy it.
Develop a Coffee Buyer's Funnel that categorises coffee according to how it is made to establish consistency in design decisions
Day 1: Understanding Online Coffee Shoppers Combine research findings and use post-it to place ideas with high opportunities at the top and group similar ideas to derive each keyword Make sure the sync is shared by all members.
Day 2: Sketch Possible Solutions Sketch possible solutions based on insights obtained on the first day Focus on one individual user story at a time to derive ideas about how people actually bought coffee.
Day 3: Decide which solution to prototype Choose the best idea of the sketches and check the success of the prototype Creating a storyboard about the user experience, helping to make rapid decisions in prototyping, and also using it as a script for user interviews
Day 4: Prototyping Create three clickable high-fidelity prototypes Each prototype is used to test different approaches and visual styles to coffee shopping during user scenarios.
June 2013 Launching a new website. End with successful projects that meet challenges by increasing transition rates and doubling customer time at the site

2.2 Other than that...🤗

Airbnb: Presents reports after hosting staff's own home.
Oral-B: Observation designed children's toothbrushes larger and thicker than adult toothbrushes.
Kakao Bank: Why do we need a public certificate and security card? Non-Face-to-Face Services Departed
Design thinking can be started through various methods and instruments as above.
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