Signed in as:
filler@godaddy.com
Approach
Clearly define a problem space, explore in multiple directions and set an implementation strategy
My version of the design process includes all of the key elements, emphasizing early exploration and strategic focus.
1. Define the problem space. Successful design endeavors begin with clear goals and requirements. Clarify and investigate to define the why.
2. Explore many design options within the confirmed problem space before settling on one. Use early insights to inspire and inform.
3. Implement based on a plan that clearly defines the work to do in detail but also aligns with the initial strategy and constraints. Zoom in and out between focusing on the system and its individual parts.
Of course the design process is never a straight path, but the three main categories of define, design and implement do need to happen in that order. Anything within those stages may be total chaos!
Core principles
I approach design and research with an informed, open mind, beginning with exploration. Setting boundaries and removing obstacles allows for safe play without drifting too far away from intention. Focusing on desired outcomes rather than method or craft will help set up a project for success. My non-negotiables for any project include:
- Begin with a strategy and defined goals and prepare for multiple scenarios rather than plan for one. Preparation over planning. A plan is not a strategy.
- Challenge assumptions and ask questions until you get to the real problem. Choose your approach based on the strategy and goals rather than respond directly to a request to start with a particular activity. Design starts with why.
- Consider upfront research to inform and inspire over evaluative research to correct misguided designs. Start on the right path and you'll have less work later to refine. Be careful with efforts to "validate", which by definition is attempting to prove your assumptions were right and a biased approach. Use research to gain clarity of the need rather than tell you what to do and how. Information guides intuition.
- Remove any unnecessary characteristics of the people you are designing for. Rethink the use of demographics, favoring motivations, behaviors, mental models and preferences as identifiers. A person's age, race or gender may be associated with "typical" behaviors and needs, but is not what you are designing for. Correlation does not equal causation.
- Connect user insights and needs to business goals and technology capabilities. A design needs to be feasible, viable and valuable.
Leadership style
My leadership style has developed through years of coaching high-performance athletes, adapting learnings from that experience to enable design and research teams. I apply an individualistic approach to leading, focusing on each member of a team as a unique piece of an entire ecosystem of people, goals and work. I push for critical thinking, craft excellence and creativity, engaging with both clients and customers in co-design and development. Leadership principles I follow include:
- Provide vision and targets while fostering individual development and autonomy
- Coach individuals, create teams
- Support critical thinking and collaboration
- Enable learning and growth through exploration
- Ensure quality outputs aligned with business goals and technology capabilities
- Communicate transparently