Generative methods explore a problem space and learns about potential users. Evaluative methods validates design decisions and measures impact. Avoid immediately using evaluative research methods to test a new solution. Try to conduct generative research first to understand who the users are and what they want.
…wded market. Products are increasingly commoditized, and good usability is the norm. It’s expected. Don’t confuse the fundamental table stakes of delivering something intuitive and usable with the creation of something memorable and influential.
ritise them, produce soluti…ess what the real challenges are, prioritise them, produce solutions and measure their effectivity. Creative problem solving is a cornerstone skill that separates good designers from the best designers. Everything else is production work.
At its core, design is about people. Company decisions (not just product or marketing decisions) should be made on true customer insight. When design thinking is embedded in company culture, it enables companies to find success by focusing all of their efforts around customer problems.
Leadership throughout a design project is a matter of maintaining clarity, rewarding trust, and encouraging the most effective participation from every stakeholder at every point. It is up to us to create the conditions that allow our clients to make the decisions that lead to t…