{"id":13632,"date":"2016-04-11T14:57:23","date_gmt":"2016-04-11T22:57:23","guid":{"rendered":"https:\/\/www.uxpin.com\/studio\/?p=13632"},"modified":"2020-04-22T06:37:02","modified_gmt":"2020-04-22T13:37:02","slug":"ux-for-beginners-defining-the-design-problem","status":"publish","type":"post","link":"https:\/\/www.uxpin.com\/studio\/blog\/ux-for-beginners-defining-the-design-problem\/","title":{"rendered":"UX for Beginners: Defining the Design Problem"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">You\u2019ve heard it before: design is about solving problems. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether it\u2019s building a new playground or developing a mobile app for pet groomers, there are multiple ways to satisfy a project brief. However, in order to design a product that successfully delivers business value, it is critical to first clearly define the design problem. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ask your clients these three key questions at the start of every project<\/span><span style=\"font-weight: 400;\">: <\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">What is the business objective?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">What is the context of product use?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">What are user goals? <\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">What is the business goal?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This is the most critical question that some design teams still don\u2019t ask stakeholders. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Understanding business objectives helps your design because it allows you to drill for more specific information. Follow-up questions can unlock a wealth of insights that influence the design approach: <\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">How do you know this is an issue? <\/span><\/li>\n<li><span style=\"font-weight: 400;\">Who is affected by the issue? <\/span><\/li>\n<li><span style=\"font-weight: 400;\">When and how often does this occur? <\/span><\/li>\n<li><span style=\"font-weight: 400;\">What benchmarks do you have and what change do you expect?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Imagine that your client aims to reduce tech support calls for an e-commerce site. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If customers struggle to complete purchases, drilling into root causes might reveal that logging into an account is a major hinderance, or that the website refuses to validate shipping addresses. Interviews with tech support teams can also reveal pain points that customers are experiencing.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-13636\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image03-3-1024x586.png\" alt=\"image03\" width=\"660\" height=\"378\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image03-3-1024x586.png 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image03-3-524x300.png 524w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image03-3-768x440.png 768w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image03-3.png 1081w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Understanding business goals also helps the design team focus and refine work through iterative user testing before full product launch. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if time on task is expected to decrease by 15% following an interface-lift, that\u2019s a clear target to test against with prototypes.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13634\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image01-3.png\" alt=\"image01\" width=\"622\" height=\"579\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image01-3.png 622w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image01-3-322x300.png 322w\" sizes=\"auto, (max-width: 622px) 100vw, 622px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Lo-fi collaborative prototyping in <\/span><a href=\"https:\/\/www.uxpin.com\/\"><span style=\"font-weight: 400;\">UXPin<\/span><\/a><\/p>\n<h2><span style=\"font-weight: 400;\">What is the context of use for this product?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Answers to questions using where, why, when, how often, and so on, describe context of product use and elucidate multiple design decisions. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">At a macro level, context informs what technology should convey the design. At a micro level, context places restraints on interactions and the visual treatment of the interface. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Imagine a food manufacturer who wants his quality control technicians to enter production data (such as oil temperature) on a kiosk-based laptop on the factory floor. On the surface, this is a simple problem. But would this be a wise technology choice if the technicians have to enter multiple production values every five to ten minutes? A tablet that the user can carry would be a better choice given the context of use, but if the client doesn\u2019t volunteer such information, how could the design team know to make this recommendation?<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-13633\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image00-1.jpg\" alt=\"image00\" width=\"681\" height=\"452\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image00-1.jpg 890w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image00-1-452x300.jpg 452w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image00-1-768x510.jpg 768w\" sizes=\"auto, (max-width: 681px) 100vw, 681px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Technology platforms have their own sets of best practices and capabilities. However, designers still have to consider interactions and visual treatment of the interfaces. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, an athlete might count out loud a number of burpees to her smartwatch, yet ambient noise could obscure her voice commands. Similarly, luxurious colors and fancy button animations are suitable for a gaming app but not for a paramedics\u2019 emergency response devices when used at night.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Drill deep to understand the intended context of use by interviewing and observing users in their environment. Do not assume that your client has done the necessary research to uncover the needs of her users, or that she understands the implications of context requirements on the design.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What do users expect? \u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Business and user goals can be very different. Successful design finds common ground to satisfy them both. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Business stakeholders are often biased or completely naive\u00a0<\/span><span style=\"font-weight: 400;\">about their users, making it all the more important to conduct research directly with the intended audience. Understand not only what users need to do, but also what motivates them and what attitudes they have toward their tasks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When business and user objectives are mapped out, designers should create <\/span><a href=\"https:\/\/www.uxpin.com\/studio\/blog\/creating-perfect-user-flows-for-smooth-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">user flows<\/span><\/a><span style=\"font-weight: 400;\"> that support desirable user behavior while satisfying user needs and aligning with their attitudes. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, Amazon prompts shoppers with additional products while at the same time offering hassle-free one-click ordering. Similarly, TurboTax has helped its success by using clean and playful design that supports users during a task they likely find tedious, unpleasant, or even anxiety-inducing.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13635\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image02-3.png\" alt=\"image02\" width=\"309\" height=\"201\" \/><\/p>\n<p><span style=\"font-weight: 400;\">That said, a fine line exists between supporting users and driving the client\u2019s business. Calls to action that appear too frequently, or lack of information to drive user decisions will fail to satisfy either the users or the business. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Conclusion<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Design briefs present a problem that can be solved in different ways. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">By investigating business objectives, context of product use, and user goals, you\u2019ll gather necessary data that helps narrow down and refine a single design approach. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Data\u2014rather than assumption-informed design\u2014is the secret sauce of successful business products. You just need to ask the right questions. <\/span><\/p>\n<p><em>This article only covers the surface of the UX design process. For more in-depth UX advice, check out the free 100+ page e-book <a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-design-process-documentation-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">UX Design Process Best Practices<\/a>.\u00a0<\/em><\/p>\n<p><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-design-process-documentation-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/blog-book1.png\" alt=\"\" width=\"720\" height=\"330\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A crash course on how to explore the design problem before thinking about a solution. <\/p>\n","protected":false},"author":91,"featured_media":13637,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,18],"tags":[],"class_list":["post-13632","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-process"],"yoast_title":"","yoast_metadesc":"A crash course on how to explore the design problem before thinking about a solution.","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>UX for Beginners: Defining the Design Problem | UXPin<\/title>\n<meta name=\"description\" content=\"A crash course on how to explore the design problem before thinking about a solution.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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