User Experience Design

Phase 1 – Business Goals, Metrics, and project scope.

In the first design phase I identify the business goals the new product or service will achieve.  We will also go over key performance indicators to measure the results of those business goals being met.    

Phase 2 – User Pain Points

Now that I have the business goals, KPI’s and project scope the next step is to create personas based off of your user data.  Then define the problem the user is experiencing by creating a user journey map which is a flow diagram of the problem the user is experiencing.  

Phase 3 – User Experience Research

Next I research the problem to find possible solutions. The research includes:

  • Target Market Analysis
    • Competitor analysis: How do they solve this problem?  Are there any opportunities?  
    • Product analysis: use analytics from an existing product to understand user behavior
  • Positioning Statement.

Phase 4 Site Map, Wireframes, and flow diagrams


With a clear understanding of their users, market, and competitive landscape, designers can start the ideation phase. Designers use paper and pen during early ideation to iterate on many ideas fast.

  • Site Map: To visualize how individual webpages or site sections are related to each other.
  • Wireframing: Digital versions of hand drawn paper prototypes featuring the assets that will go on the page.
  • Flow Diagram: So we can test users flow and the information architecture of the app. 
Client: Emma Morris
Date: August 17, 2017
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