1. Empathize

Cultivate a feedback loop of survey data, reviews, comments, support archives, one-on-one interviews and analytics. For B2B products, observe sales and user training calls where possible. The goal of this phase is to understand the user, their needs, and their environment.


2. Define

Identify trends in user needs, traits and behaviors to generate personas, story maps and user stories, and share findings with stakeholders. The goal of this phase is for stakeholders to align on common user pains, determine which are most important and relevant to solve, and understand the level of effort required to solve them.


3. Design

Generate user flows, wireframes, and prototypes of the proposed design solutions. Iterate on these solutions with feedback from user testing. Create a style guide including color scheme, typography, and pattern library. The goal of this phase is to validate design solutions with users before writing code, and to inform the visual direction of the product.


4. Measure

Ship design solutions to users and evaluate their effectiveness with A/B testing, quantitative data, and additional user observation and feedback. The goal of this phase is to measure how effectively the design solutions solved the user’s needs, identify friction points, and outline areas for future improvement.