The UX Design process step you may be skipping (but shouldn’t) - How to properly kickoff UX projects | Spencer Schimel | Skillshare

The UX Design process step you may be skipping (but shouldn’t) - How to properly kickoff UX projects

Spencer Schimel, UX/UI Designer, Teacher, and Mentor

The UX Design process step you may be skipping (but shouldn’t) - How to properly kickoff UX projects

Spencer Schimel, UX/UI Designer, Teacher, and Mentor

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10 Lessons (36m)
    • 1. Welcome to Class

    • 2. The *updated* design process

    • 3. The key components of a design doc

    • 4. Setting up a design doc

    • 5. Filling out a design doc (part 1)

    • 6. Filling out a design doc (part 2)

    • 7. Getting feedback from the team

    • 8. Jumping into designs

    • 9. Finalizing designs (and updating the design doc)

    • 10. Creating your own design doc

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About This Class

I’m a New York based UX / UI designer with more than 8 years of design experience working on product teams for growing startups and major brands like Nike, Artsy, and Skillshare. Throughout my career I’ve made improving my design process a major focus for working better with teams, better with clients, and producing consistently higher quality work in less time.

This class outlines one of the secrets weapons in my UX design process, The Design Spec Doc. This simple document ensures a higher level of team alignment around goals, requirements, and best practice examples. I promise that creating this quick document will put you in a better starting position to begin your designs, and you’ll get to a better design outcome with fewer revisions.

Meet Your Teacher

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Spencer Schimel

UX/UI Designer, Teacher, and Mentor


Hi, I'm Spencer, a UX / UI designer based in Silicon Alley (New York City). Over the past 8 years I've worked on product teams for growing startups like Artsy and Skillshare, as well as long term partnerships with major clients like Nike and Walmart.

I love sharing what I know with other designers (and designers in training), and I hope you can benefit from my experience and gain something from my classes. I have a strong focus on improving design processes, as I'm a firm believer that a good process is how you're able to consistently deliver top-quality designs in an appropriate amount of time.

Outside of the office I'm an adjunct professor at the School of Visual Arts in New York City for Interaction Design, and a UX design mentor with Out In Te... See full profile

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1. Welcome to Class: welcome to my class on the USS design process. This plus really focused on getting you to do better planning and better alignment on your design projects. So with any good you X, it's really about having an understanding of what you're doing, Why you're doing it, what to constrain start. But it's not just about you knowing that we're having that understanding internally. It's about having the linemen with your team or if you're working with clients. So these are the steps that I like to use to get that alignment with the team so that we're on the same page. And that's really about reducing surprises when you show these final designs to the team or to the clients and when there are fewer surprises when you're on the same page, that's gonna reduce the amount of provisions you need to do, and that's gonna get you through these better outcomes in less time. So I'm gonna walk you through an example project that I did as a product designer at school , share 2. The *updated* design process: If we look in a pretty typical design process, it's generally going to start with an ask this ask is the request for designs. Once you get this ass as a designer, your head might start racing with ideas. You might have thoughts on how the experience could work or what it could look like. The flow. You're gonna want to take these ideas swirling around your head and get them down onto paper. You're going to start designing the experience. And once you get to a decent place where you feel like you have the sketches of a flow of that experience, you're gonna share it for feedback. Hopefully, this feedback comes back in the form of what other people think is confusing. Maybe some ideas. They have to make improvements. These might be additional requirements you should consider or use cases you should consider . And from there you're gonna make your updated design. This is using the feedback to get one step closer to this desired outcome. Finished design likely. When you have these updated designs ready to share again, you're gonna share and get more feedback. And this feedback could loop back into making another round of updates and this feedback cycle can continue. Ah, couple times depending on things like how for us. Were you initially from the intended outcome, where you misaligned on some of the goals? Did you have a misunderstanding of the ask? Also, are other people joining the conversation that have different opinions about how you can achieve success here? Um, a lot of factors can go into why there are a lot of round of revisions. But the purpose of this class is to insert a step early on in your process called in alignment document, which is going to get everyone involved on the same page of what the objective is, what some important open questions are. Maybe have been gathering some good examples of other products that achieve, uh, a similar outcome with a similar ask. And if the entire team is on the same page in aligned, then they're gonna be fewer surprises when your designs are shared and therefore they're gonna be fewer rounds of feedback. So that's going to meet hitting your desired outcome in less time. 3. The key components of a design doc: some projects. You may wanna have more sections in this you can actually get away with doing fewer. But for the purpose of this class and the example project will go through. We're gonna look at Theis five. Context is where you state the problem or opportunity that you're dressing with the project this want to keep to maybe a sentence or two. And it's really gonna frame the document for anyone who looks at it about what's the problem you're solving? Why are we spending time? Why are you spending time working on this? Uh, what? What needs to get done here? When you look at the objective, that's where you actually put the primary goal of the project. So saying what success would look like And all project decisions should really work towards supporting this objective statement. So the difference of the context is that's talking more about the problem. And the objective is talking about the goal that you're trying to hit open questions is where you ask the questions that will help steer your design directions and narrow the scope of your explorations. This is really important section because this is where you can actually answer some questions just in plain English, where otherwise you might have shown design explorations. I think what you might learn enduring expect document is that you don't need to design absolutely everything. You can have a couple pieces figured out just in plain English on that will save you a lot of time. In the long run, some of these questions might be around the business on how it relates to design. Some might be feasibility questions that you want engineers to answer if you can do something, if there are red flags around any approaches, and these were really it will help you to see the examples we go through later for that project of what some of these may look like. But this open these open questions in this document is a lot of where the alignment comes through when you share this and have other people on your team like the engineers, like the stakeholders, put their answers into the document that you've created. Looking at Touchpoints. This section is where you'll list the pages flows, e mails that are affected by this project. This connect is both a checklist for you as you're designing this full project, but it also just helps create alignment around the full scope of the project for everybody else. Lastly, examples this section where you're gonna pull together and drop screenshots from other products that have addressed the same objective or maybe are similar and could be drawn upon for whatever reason, these could be best practices or even things that you don't want to do. And you don't want to have in your approach toe solving this problem. This is really nice to also just remind yourself toe, look around at what else is out there toe stand on the shoulders of other designers who have spent time thinking about and working on the same problems that you are. It's also nice to pull from conventions that other products do for users. That makes a lot easier if they've experienced this same thing somewhere else had four examples. It can be hard sometimes that think of these examples, so I like to ask my teammates, other friends, if they know any products that do the same thing we're trying to do. That's not something you need to think of all on your own. Next, we're gonna look at an actual example. Project from school share, uh, where a spectacle was created and we'll go through how that actually helped me in the design of that project. 4. Setting up a design doc: here, I put the example of a project that I did it school share a while ago, which was kosher. Wanted to offer a two year premium plan in addition to the two plants currently offered, which is for premium members to pay monthly and to pay year upfront for Do straight. So that's the ask and in the structure document that I had to create. I like to put that down as the context. This is what are we doing? What's the page? What's the feature? What's the product? It could really be anything, and I like to keep it pretty sure insistent touchpoints are all of the areas of the site or the app, whatever it is they're working on that are affected by this project. What are all the pages that I need to design that fall? Under this two year membership project, for example, we can look here is the school share membership page. This is where we list the membership options that we have where we say monthly now, annual and team. We're gonna want to somehow add this two year annual plan. Other parts of this pager affected to where there's a touch point at the bottom one of the F accuse. It mentions giving a discount for yearly premium membership, saying that's 45% off. We're likely going to offer a better deal than that for this two year plan, So we're gonna need to update that as well. You could also see once you actually going to check out and you want to buy a membership plan, we have this page which gives you two options. So we're gonna need to add 1/3 option we're gonna have whatever the prices for the two year plan and whether this another radio button, Nerf, that doesn't fit. It has to be a drop down. These are things to explore later, but this is an additional touch point. Other touchpoints that I pulled out are in settings. We list your membership option here, and we allow you to switch membership options. So we're gonna need to include this new option for switching to two year plans, perhaps even in the email. So I pulled this email up. Once you sign up, we have specific copy about your membership. So this is really just going around and gathering all of the important parts of the site there affected by the project 5. Filling out a design doc (part 1): Let's start filling out this spect up based on what we know, because we just got to ask. It's so early, we don't know a lot, but writing this stuff down is also around alignment. So a lot of his s and questions and writing down what we think we know so that it can be corrected later or weaken kind of jot it down, take a harder look at and decide. Actually, that's not necessarily direction. I think this should go in starting with the objective. We have to ask, which is we want to offer two year pre membership plan. Why do we actually want to do this? The first objective around this is we wanna sign up more users for prepaid revenue. We want more users to sign up and stay members for longer. So when they pay up front for two years, we're going to get membership payments for long amount of time. That does benefit those users to who loves kosher, who are going to use it for that amount of time and get it at a lower rate. The second objective around this and this was mentioned by my manager part of the strategy around offering different plans is right now. The annual plan seems like expensive in the sense that it's one lump sum, so it looks like a high number. But by adding a two year plan, this makes the one year plan actually look a little bit more appealing and look a little bit less expensive by comparison. We want to make the one year plan look more appearing contrite. It s so as a smaller commitment than the two year option and two year. That's actually an interesting thing to think about. Is the designer. If the comparison of those two plans important and the objective is to make the one year plan with women look more appealing than that should be considered in the design when they're listed side by side er, really, how they're listed, it should highlight the fact that this is a heavier option for longer and that the one year plan, by comparison, looks shorter. Something to think about once we get to that point next, going into open questions so as mentioned, these are the questions that we want answered for this project before build starts, or maybe even before design start. Some are gonna be more important than others. Some were gonna be larger than others, one mentioned before. So when we look at this membership page, we have teams here. We really want the comparison to be around the annual and two year plan. We want people to choose annual or two years. Maybe showing fewer options and letting them highlight up here would be better. Do we want to show three Verse four Open Question is, Can we move the team option? Can we move with a D? Can we move team option elsewhere on page? So that would keep a lock up of three rather than four side by side? Another open question is, does this plan require as two year billing after the period runs out? Right now, when it comes to annual plan, we let you know that your plan is gonna run out and that it automatically renews there's no real cut in your learning or access. Does the same thing happen for this to your billing cycle? Another important design question for these comes is what's the price of the two year plan gonna need to include that in the camps, and we just generally want to know when we're marking this as an option. We know it has to be a better rate than the one year plan or else tone's gonna choose it. We know that we want Offer this to your plan. Don't know if we put a specific number around this yet, and the last question I could think of right now is, should we allow people to downgrade Teoh shorter billing cycle on? That's really just partially That's a user experience question. If we if users they're gonna want to do that, should we give them the option? But part of that is also technical constraints. That might be really hard also for the business that might be challenging but something to think about that or effect the touch points if we allow users to change the membership option if they sign up for a two year plan. Speaking of Touchpoints, Weaken didn't go in and gather and list what all the touch points are for this project. This would have me jumping around the site, looking at the membership page and looking at the check out flow. I've already done this and aggregate them here, so this is gonna look pretty quick, but you do want to dig through the site. You want to dig through e mails and all the pages and settings, Anything. You think you will be affected. You want a list here so you don't forget about it. And so that engineers in this case I know that this is a page that needs to be addressed. We've got the membership page, which we looked at before here to get more specific. We want to and the two year option with but to check out similar that we have. For all the other options we want Teoh update copy in the F A Q that specifically addresses one year plans but doesn't mention two year plan right now. And also, just explore moving team option elsewhere on the page and it is a membership we've got. Check out That's this page where we have two options currently under choosing plan Monthly Annual. We're gonna wanna add 1/3. Don't know what that's gonna look like yet that will be explored. A design don't need to solve that in this back right now, but we know we want to add 1/3 option under cheese. Your plan and we also have this correspondent copy below. That's specific to the option you chose. So we want to make sure that we say what's appropriate. If you were to select the two year option for that, we want to update copy under where it says two days total. Another section that's affected on the website would be centonze, thes air, my personal account settings where we have your membership. We display when your charges are and when that's gonna end, and we also have an option to upgrade. So right now, monthly member. So Aiken up I can upgrade to annual building will probably want to give you the other option to switch to a two year building, which would show saving even more. And if I was an annual member right now, there would be no option to upgrade. But we're gonna add that option to upgrade to two year building so that I could save even more if I know I'm gonna be using sculpture for two years or at least two years. So under settings, we want to update copy Under membership for this two year plan, we want to add a link for annual members which would be upgrade 22 year. And actually, that's for annual and monthly. We'll see how that looks and how we were that. But we know that that's a touch 220.1 address, and then lastly, important are the emails. I know that we have this email where, after you sign up for membership, we welcome you. We tell you the details of your membership. We're gonna need to make a two year specific email for the users who signed up. For that, we need to update copy on welcome received. You know who misspellings rough today and user flow going to spend some time to work on that later. Don't have it yet going to draw that up based on the touch points. And based on the slow that someone who clicks on a two year option is gonna go through then also examples really important gonna pull together. What other products are out there that offered to your memberships? I know. I can think a headspace animosity offer to and then also I'm gonna ask some other people if they know of any on and pull some screenshots and dumped them here 6. Filling out a design doc (part 2): I have a quick user fluff sketch of the flow for someone who is selecting the new option over two year plan going all the way through to check out whether that's from the membership page or from settings if they're upgrading form monthly or yearly. This is something that you might decide for the project you're working on, that easier flow is necessary or it's not relevant. But I find that really good exercise for myself to wrap my head around a future beyond just individual pages. And I think it's a really good communication tool for the rest of the team to really a line around the same idea of a feature. You might be picturing things differently in your head that someone else might be picturing their head. So I think, visualizing it in this way, it could be really helpful. As you can see, you can add it in a pretty rough sketch. You wait and communicate what you need. I also added some examples of other products out there that have two year plans. This is really just leveraging the work that other designers have done. The thought that they've put into it of how they wanna show these different options and how they message it and where they try and lead you. So this example is headspace, which is a meditation up. You can see they have monthly and yearly. They also have a two year plan and forever plan, which is pretty interesting and wasn't really brought up for slasher before, but something to think about. As you can see here, they have these comparisons, and they really try and lead the user into this yearly bucket. They have a more prominent C t a. They call it out as most popular, saying that other people are doing this. You wouldn't be crazy to go this way, too. So it's interesting how they short this way all for side by side. And they also do a really nice job in the flow of. If you're logged out and you want to sign up and you click, get two years free, they make you log in. And while that might be kind of jarring for user not expecting to see logging because they think they're signing up for two your plan, they do this nice messaging at the top, which says you are on the right path. After you log in, we're going to continue getting you to your to your plan, so really just keep going, which I'm not sure if we do that now. So I think that's a nice thing to reference. And we might want to add that to our flow, whether you're signing up for the two year plan or signing up just for monthly or annual. Once you get your order summary, they have the copy related to what ordering This is a two year plan with into your press, and even when you go to payment details they have at the top, they continue to message the same thing that this is where you're ordering for this much money so they really keep a pretty nice and tight flow throughout the whole process. Another example is animosity. Their membership age has a lot of options. They show five, which I guess it's four with an A and A B option for your leads. I think visually a lot to take in here, but it's nice to see how are those air doing. You certainly don't need to copy the examples. You see you don't need to follow them, But I think it's good to get a sense here. They have monthly yearly two year. They also have lifetime. That might be a thing that a lot of companies like to offer, maybe at school. Sure, we should talk about that, But I can add that to the open questions and without even having to design it as an option . I could find out pretty early on from my manager from the CEO. If we want to go down that road or if we don't at all, that would save time to learn. We don't want to go down that road. It sounds kind of out of scope, but that's a great thing to add to open questions in this living document here. This is how they handle teams. Maybe we want a handle team similarly, maybe want to do it differently. They also have their payments screen, which at the top shows the two year again. They're just communicating. You're going down a flow and this is related toe the selection. You just made some pretty interesting examples to see here. That I think in definitely influenced some of the design directions. I go down and will be nice for the rest of the team to see how other people are handling it . And I think that actually both a lot of confidence in your direction. If it references other tried and tested ways that other products have handled the same exact problem, I'll just go back upto questions. Do we want to explore a a lifetime plan as its face Mosley have? And then I feel like this is in a pretty good place to share. I have some context and the objectives that the whole team can rally behind and say I agree with that different. I have some open questions that I might start answering what I think the answer is. But I will share this with my manager and the engineer and see what they have to say based on these. Maybe they can shed some light touch points, which is helpful for the engineers to see. What is this going to include? And I think the examples also you might decide you want to share this a little bit earlier before you pull examples, which can take a bit of time before you make you use your flow. But I think for right now, this feels like a pretty good place. Now it's about sharing and getting alignment. So I'm going to add my manager, Eric. I'm gonna add the engineer and G, and I'm gonna go ahead and add the CEO Mike, and it's ready to go. So now I just have toe ping them and wait for feedback. 7. Getting feedback from the team: returning to the document after it's been shared. We can see that no Tiven added by members of the team weighing in on open questions on the touch points, just sort of sharing thoughts and gaining the line. This is where the alignment on this project actually happens. And that's why I kind of wanna reiterate the earlier point that this is a living, working progress document at all times. Earlier you share it and get that alignment the better, so I wouldn't spend too much time perfecting every component of it or putting in all of the detail. You really want to get this out quickly because getting this feedback is the valuable part , and you can continue discussions around it after feedback. Husband given we can see a lot of the feedback mostly comes through on the open questions. A note has been edited Touchpoints as well. When it comes to the open questions, can we move the team option elsewhere on the page? Keep a lock up of three. This actually, not that I added. I'm assess that I thought, based on the objective of making the one year plan look, Maura peeling compared the two year option. Having the lockup of three individual paid options and separating our team would make that comparison stronger. My manager, that product weight in said he generally agrees with this, so this gives me more confidence going down that road, exploring that option and pushing that forward when it comes to this two year building as a recurring cycle, as the one year plan does now. And as monthly does our engineer weight in Angie saying that if the plan is not recurring, the build would be much less complex on the back end. So that's something that we're going to continue discussing. How much extra time does that need for build one of the benefits worth the trade off? So we might not have the answer to this right now, but this is starting the conversation of potentially de scoping this as the user experience peace, and that's gonna affect how we message it in the emails, whether this plan Rikers or not, what's the presses to your plan? My manager, Eric, weighed in, saying current price thoughts are about $6 a month, $144 a year. This now gives me the number to enter my comes where we can actually look at the cops with real numbers. When we do user testing, we can show users your numbers get their thoughts on. Would they choose it? Where do they think about the price that's gonna make designing this page much easier when it comes to the last two? Should we allow people to downgrade to a shorter psycho? Do we want explore Lifetime plan? Feedback from my manager was kind of the same in both that we're not going to do this for the initial release. We want to see how this two year plan does before we build additional features, like downgrading to another plan or adding this lifetime piece. That's helpful for me because that gives me a sense of smaller scope. And now I'm not going to design features or flows around downgrading. I know that that is at a school for this project. I am not going to do designs for a lifetime plan right now. We're trying to sell that through. Having the answer to these saves me a lot of time in the design process. When we go down to touch points, we can actually see that my manager mentioned that there's another email which mentions membership that I left off. So this is helpful. This is just another page added to my checklist. Now that this feedback has come in, I have a pretty good sense of what this project entails all the pages. So, as I mentioned, these touch boards are kind of like my checklist for what I'm going to design. And now I feel more confident in the alignment amongst the team. The rest of the team has a better understanding of what they're going to see next. They're not gonna be many surprises and what I show them next step is really around sketching, showing the first generation of these designs based on everything that we've seen this document. I'm gonna be referring back to this document a lot while I'm sketching 8. Jumping into designs: Now that I know that touch points and the scope of the project, I'm ready to jump into the actual sketching. One of the important touch points for this to your plan is the membership page. We're gonna add another plan that a user can select. We need to market it and merchandise that takes place here on membership page. This is really just reference of what it looked like currently sliced before of it, where we have a monthly plan, annual and teams as discussed. A couple things that I mentioned in that dock that was gonna explore. We have four side by side, so it's really just inserting that two year plan option here. I think this could be a lot for user to try and take in and understand. Seeing all four side by side, especially in teams, doesn't really fit in. So also mentioned that would be worth exploring is putting team below. Here's a link in a bit of a tout. This tower isn't so strong visually, only because we're not really trying to push the team account so much. I don't think that's just super strong sculpture use case right now, but still want it there for the user who wants to see it and to go even one step further. Here it is just as a link where they can click to learn about the accounts. But we really focus on the three different timing options for a plan monthly yearly and adding the two year plan having yearly highlighted as most popular has a green button. This is pretty much the direction we want people to go down. Is this one in the middle? Another important touch point is the actual check out page. So the check out page gives the user the option to make their selection, uh, of choosing annually monthly and now this to your plan option in order to get that fit on the page without doing a large overhaul of the check out page. Not really worth it. Just at this one option one piece is stagnant vertically, adding the two year option to the top. Having the yearly in the middle with this call out Terna merchandise it more as most popular, get users to go down this path or stay down this path. Another option to save a little bit of space is to remove radio buttons having one default selected here is the actual tiled It's highlighted and user construct either of the tiles around it to change their selection and finally, the option of a drop down. So here, if you default to whatever the user selects on the page before and if the user clicks this drop down, they would see the other options to choose yearly or monthly. Last touch point I'll talk about is the actual settings page before. If you are a monthly member or yearly member, you would have this link to switch your account. You can upgrade. So if your monthly, you would upgrade to annual or two year as shown here, where we're adding another link that you can switch to to your billing. And if you were an annual plan already, you just have one link, which is switched it to your billing. This is giving existing members an opportunity to change an upgrade. Their plan. From here. This is all InVision envision is a great tool to share. Get feedback. So I'm gonna take this public share link, and I'm gonna go ahead and share it with the stakeholders and the team. Get feedback on the sketch options 9. Finalizing designs (and updating the design doc): the feedback from the team was a preference for this membership page, which has the three options at the top and that team tout at the bottom with a link that takes you somewhere else. Generally, team thought it was the most easy to process. But one thing that came back and was a discussion that was ongoing came early from an open question in the Spec tac, which came from Engineering, which said the amount of effort that it was gonna take to actually do a two year recurring billing plan. So the team decided that we're actually going to run this as a test. All of those touchpoints and things mentioned before and explored earlier are kind of on the back burner right now. The new direction is more of, uh, testing to see how much interest there is. It's going to kind of be afecta or test Here. You see the three options, all these buttons, they continue. But if you're to select the two year plan, you would actually get this pop up saying to your plans were coming soon. You can go ahead and sign up for reminder if you're logged in and somehow you click on this , either in settings or here. We would sign you up for a melon list that when we release the future, would let you know you can also enter your email address, so that would be like a secondary screen that goes here. If you wanna click, remind me. But this is really just to count the number of users who say they would want this and really, for us to decide if this is the feature that's worth building. Once you've sent a reminder, this would change state. But in the meantime, user would have to go through it either with yearly or monthly. And this just saves us a lot of time from building the wrong feature. If we go ahead and build it and not enough users are actually signing up for two year plans . There's a lot of stuff the engineering team could be working on, so we just want to make sure that time spent well on features that are actually gonna move the needle and help the business from there. Now that we've decided that this is phase one of this project have gone in and I've updated the spec I put everything not relevant for engineering, not a final decision at the bottom Under this appendix section keeping open questions the original touch point thoughts, user flows, Theo. Examples of other products that do this and the top of really just kept the context for anyone who is revisiting this doc or seeing it for the first time, along with the objective of seeing what we're trying to do here and writing out. Clear that that two DUIs. This is a hit list for the engineering team of these air. The changes that we're gonna be on the membership page, we're going to update the plan options changing the title of annual yearly, adding the two year option. What happens when you click the two year option? Having this remind me button that we're gonna be counting this and keeping track of this. So probably adding people to a spreadsheet when actually sign up, updating the buttons just to make more sense, moving teams to the bottom as the sun, the comp and then also there's the perks and f a Q section. This tells them exactly that they're gonna update this section of perks. Just the text labeled here and the same for the F A. Q. Updating one of the blurbs that we have there. And from here, this project is pretty much ready to go. Engineering can jump in. Pick this project up and build according to this spec tac. 10. Creating your own design doc: Now it's your turn. Creative spectacle of your own Added as a project of this class. I'd love to see you come up with whether it's a project currently work life. Maybe it's a project you make up for this class. An idea for an app or website. You have, uh I want to see how you use those five steps to gain a line. How can I, as a viewer this project get aligned with goals are with examples you pull and yeah, I'll be leaving feedback on all the project stuff from the class, so I'd love to see you come up with thanks.