Product Design Method We Use At Cloudbreakr
How we redesign Cloudbreakr influencer profile by using the design thinking and design sprint method.
When we getting started to re-design our influencer profile, we take some design methods from what we learn from Design Thinking and Design Sprint. We take the design thinking methodology to help us create ideas, and use Google Design Sprint framework to help us organise our sprint activities, schedule and guideline step by step to defined goals and deliverables.
Design Thinking is a design methodology that provides a solution-based approach to solving problems. It’s extremely useful in tackling complex problems that are ill-defined or unknown, by understanding the human needs involved, by re-framing the problem in human-centric ways, by creating many ideas in brainstorming sessions, and by adopting a hands-on approach in prototyping and testing.
A design sprint is a five-phase framework that helps answer critical business questions through rapid prototyping and user testing. Sprints let your team reach clearly defined goals and deliverables and gain key learnings, quickly. The process helps spark innovation, encourage user-centered thinking, align your team under a shared vision, and get you to product launch faster.
PHASE 1: GATHER INSPIRATION
Inspire new thinking by discovering what people really needs.
First of all, we define the goal of our two main user in Cloudbreakr — Influencer and Marketers by using the User story diagram, Take Note and Mind map approach and create four key user stories.
1. As a influencer, I want to create a complete and professional profile, so that I can show marketers who I am and get hire/invite to the campaign.
2. As a influencer, I want to claim my profile on Cloudbreakr by Facebook or Instagram, so that I can customise my profile to impress the brands/agencies.
3. As marketer, I want to search and compare influencer faster and easier, so that I can save my time and drive the decision making who I can hire.
4. As a marketer, I want to know the influencer overall image and performance, so that I can more understanding he/she match the brand image or not.
Here are the user story framework we use in the Agile projects.
“As a [type of user], I want to [goal], so that [benefit].”
PHASE 2: GENERATE IDEAS
Push past obvious solutions to get to breakthrough ideas
After gather inspiration section to explore the user wants and needs. Then we start creating our storyboard by product design sprint approach: Crazy Eights, Storyboard, Silent critique, Three-minute critiques, Super vote to help us define four key goals in Influencer profile: Personal Branding, Credibility, Business Opportunity and Growth.
Based on the goals, we agree there are six essential components for the influencer profile such as Benchmarking, Analytics, Work Experience, Social Footprint, Contact Info and Personal Additional Info. Then we start sketching and cut it into individual cards, so that we can cluster it into the belonging profile elements. It help us answering the reason behind to support the design approach, speed up the interface design and implementation level afterward.
PHASE 3: MAKE IDEAS TANGIBLE
Build rough prototypes to learn how to make ideas better
We believe that a picture is worth a thousand words, so that we start sketching the profile individually by combining the components of what we already define in the idea generation section. We use paper and pencil to quick explore and share our idea to each other, it help us to make the ideas more concrete and tangible.
After the sharing section, I decided to transfer the sketches to a design components first, so that we can have a consistency of our existing design. The I can use it create a fast, reusable and high fidelity prototype by using our existing style guide and design system.
If you are new to design system, here are the article can help: https://airbnb.design/building-a-visual-language/
PHASE 4: SHARE YOUR STORY
Craft a human story to inspire others toward action
Before showing the profile design, we ask our user to do the cart sorting to prioritise the keywords based on the four goals and six components of the hypothesis we make in the brainstorming stage.
- Personal Branding
- Business Opportunity
- Work Experience
- Social Footprint
- Contact Info
- Personal Additional Info
In the end, we create two version influencer profile design to do the A/B testing with our users. We interviewed three Hong Kong influencers to validate our design and collect their feedbacks base on the four key goals and hypothesis of the Influencer profile.
Although we are not follow the exact sprint flow like Google Design Sprint, we only take some suggested methods that can applied to our projects and help us step by step to move forwards.
It is important to note that the five stages are not always sequential — they do not have to follow any specific order and they can often occur in parallel and be repeated iteratively. As such, the stages should be understood as different modes that contribute to a project, rather than sequential steps.
As a startup , it’s important to stay focused on innovative problem solving at a time and iterate fast. The value that product designer/manager can bring to organisation is the spirit of idea sharing, collaboration and execution. We ship our product/features constantly and learn fast from the market.
The 4 Phases of Design Thinking
- Gather Inspiration – Inspire new thinking by discovering what people really need.
- Generate Ideas – Push past the obvious to get to breakthrough solutions.
- Make Ideas Tangible – Build rough prototypes to learn how to make ideas better.
- Share the Story – Craft a human story to inspire others toward action.
If you found this article of value please click the ♡ below so others can find this post.