Design Thinking 101: From Problem to Solution

1. Introduction: Hey everybody, I'm David from gravy, she's out. And discourse is a complete guides to user experience design. We will cover the entire design circle using the design thinking philosophy. This course will cover an overflow of one understand to explore, and three, materialize. Within this flow there will be six phases. Empathize, define, ideate, prototype, test, and implement. And don't worry if these terms sound scary, I assure you they're nuts. By the end of this course, you will know how to start from an idea and end up with a product and or service that you can implement into real-world. Are you ready? Let's jump right in. 2. What is UX Design?: Welcome to the course. I'm glad you joined. So once again, this course will follow a structure of three main topics, understand, Explore, and materialize. Within these three topics will lie the Sikhs more detailed topics that we've talked about in the introduction. My name is David from great PCSK9, and let's get right into it. I'll begin by giving an introduction on what you Xi's I'm actually is when it was founded and how it can best be described. After that, we'll go into the three main topics and we'll end up with the summary including some key takeaways and some recommendations for literature in the field of UX design. So what issue xy and UX design or user experience design focuses on the interaction between grew human users like you and me, and products and their services like phones, computers or even office printers. Ux Design is an extremely never stopping combining psychology, business, marketing, research, design, and technology. So how do you feel when you open your favorite app on your phone? Or how do you feel when you walk into Starbucks and you smell the fresh coffee? And do you get calmer where you walk into a doctor's office? These feelings are user experiences have all been designed with great attention to the user, although the waiting room could be improved them. But this is all user experience tonight. But what is the origin of user experience design and how is it defined? Ux is not new. In fact, it has been around since the 19 nineties when Donald Norman working as a cognitive scientists who invented the term UX design, he was interested in all of the aspects of the user's experience when working with a product or service, including industrial design, graphics user interface, and physical interaction. And in order to cover all the different elements that determine how a user feels when using a product. He came up with the term user experience designer. Don is also the co-founder of the Nielsen Norman Design Group, will basically came up with the design thinking 101 philosophy that we're gonna be using throughout this course. But what does a UX designer actually do? As a UX designer, you're there to make products enjoyable, usable, and accessible for their users. Ux designers tend to work as part of a broader team, bridging that gap between the user, the development team. And so key business stakeholders. Stakeholders are basically the people that are invested in abroad. It is could be investors or your boss or everyone that's depended though in some way or another. Despite the variety that UX designers, there are some general things that basically every UX designer does. We'll discuss these in detail later on. But for now, they're conducting user research, creating user persona's determining the structure of products. This is also called the information architecture, designing user flows and wireframes, prototyping and doing user testing. It is important to know that UX designers are not necessarily responsible for creating the visual products. This is governed by UI designers, but these terms often get confused because they intertwine so much. The UX designer really focuses on the journey that a user has while using the products. Ui design stands for user interface design, which could be a part of your job as a UX designer, but it's not in the rule of a UX designer per definition, let's jump into d u x desired, SIR. 3. The UX Design Circle: So in this chapter we'll explain the UX design circuit and what it's all about. We'll briefly cover every phase of the design circle and in the next chapters we'll go into detail. So this design circle is best described by the design thinking 101 philosophy that is created by the Nielsen Norman design. When we talked about earlier, this is, I'm thinking ideologies states that a hands on user-centered way of designing can lead to innovation, which can then lead to a competitive advantage. Aka, if you focus on your user when creating a product, you're gonna make money. Hands on. User-centered approach is described by three phases containing two phases each. These are the ones that we touched on earlier. The overall flow of understand Explorer materialise is then detailed by the six phases of empathize, define, ideate, prototype, test, and implement phase 1, empathize. The empathize phase is all about conducting user research to develop a knowledge base of your user, to get to understand it, you want to know what your users do. Say, think of field. Imagine your goal is to improve the on-boarding experience for new users. An onboarding experience is basically their first experience with your product and you want to hook them in. At this stage, it's necessary to connect with actual users and understand what they feel and think while using the product. And you should ask yourself, what features of my products reduce the motivation of the users are? What features on my product actually motivates my users to use the product. The goal here is to collect enough data to actually know what your users think. So you can use this in later stages. Face to the define phase. This phase is all about combining all of the data that you gathered in the first phase and then observing if some patterns exist, these patterns can be the base for your innovation. For example, if you see that all the runners on a running path take a red light, there's probably something wrong with the place. That red light and you should fix it. Phase 3, ideate. In this phase you brainstorm some crazy and creative ideas that pinpoint the needs that we just discussed. In this phase, you should give yourself and your team creative freedom. No ideas too crazy or far-fetched. And quantity supersedes quality. You want to push out as many ideas as possible. Teamwork is to dream work. So you should mix and match all of the ideas together to just come up with as much ideas as possible phase for prototyping. In this phase, you should build real tactile representations of parts for your complete. The goal of this phase is to understand which parts work and which parts don't. In this phase you decide which features you want to continue with and which features you want to drop off, depending on how feasible they are in the real life, meaning could they actually be implemented or routes? Besides this, you also want to look at the impact of feature has on the products. Does it make the product better than before? He bids those who make the product worse than before, remember that speed often really is the key. So you should make your thoughts tactile and a quick way. For example, if you want to make a new landing page, just draw it out on pen and paper and get some feedback after the feedback, design it in Photoshop. Get some more feedback. After that feedback, right? It and dirty quick code. A more feedback. Take it a step further every time and repeat. Phase five tests returns to your users for feedback and ask yourself if the changes that you've made actually improved on the product. This face kind of combines with prototyping as you switch from one to the other real quick, it's best if you know what you want to test in this phase, since you'd think and choose the testing methods that you want. But we'll get into detail on those later on, Phase 6, implementing. In this phase, you want to make sure that you actually implement what you did. You want to put your product in the hands of your actual users. The design thinking philosophy has a big impact on organizations, but only if it actually gets implemented. That's why this step is so crucial. Now we'll get into detail on every phase of the process. Join me in the next chapter to do just that. 4. Empathize (Research): In these chapters will go into great detail for every phase of the design circle, starting with the empathize phase, it's part of the broader understand phase. User research is the single most important part of the UX design circle. It brings out all the problems that your product needs to solve without doing research. Every minute spent designing something is a waste of time. Let's say a client, once you've to design something that solves a problem for that target group. They give you the statistics of the group and leave you alone. How do you know what to research in which research methods you should choose, and how many do you need? That can almost be no such thing as too much research. Know about your target audience, the better your product will be. So that leaves us with the question of which methods to choose to help you better understand this, you'll have to look at the research part of UX design, like it has three dimensions. I mentioned them are one is attitudinal versus behavioral. Dimension number two is qualitative versus quantitative. The dimension number three is the context of use. These dimensions can guide you to which research methods used to choose. They work together to help teams and individuals figure out which methods work the best for their products. So let's take a look at what they mean. The attitudinal versus behavioral dimension. These two can best be summarized by comparing what people say and what people do. These tend to be quite different things. The goal of attitudinal research can be described as wanting to know how people feel towards a brand and how their loyalties towards it. This is why this method is often used by marketing departments because they want people to fall in love with their brands. Even though the majority of usability studies how usable product is for a certain goal should be behavior focused. The attitudinal methods can be really useful for designers, for instance, card sorting, a method often used to get the best structure for products where test subjects literally get a pack of cards and they have to sort it in a way that they feel makes the most sense for this product. Think of a website. Where should the menus be and what should the menus contain? Or surveys. Surveys gather a bunch of attitudes towards a certain thing or product, and that information can then be gathered to improve the product. These are both Attitudinal methods. But if we look at the behavioral side of things, we can see that the methods used, they're focused on what people do with the product. For example, AB testing. Let's designers use two variants of the product is slight differences to see which one performs best for the users, everything else but those two differences say the same. For example, a website with a blue button or website with a red button. Eye tracking, for example, generates data about how a user visually maneuvers across an interface. Now these two are both behavioral methods. Now between these two extremes, light and methods that we most use in the UX squirrels, usability studies and field studies. They combine a blend of attitude in one behavioral data and can lead to either side of the information. Although it's generally advise to use behavioral methods. The qualitative versus quantitative dimension. The difference between these two is very important. Qualitative research relies on unstructured and NAM numerical data. This includes interviews, notes, photos, recordings, stuff like that. Therefore, this data is also not analyzed in a mathematical manner. On the other side is quantitative research. Quantitative research is expressing graphs and numbers. It's used to test and confirm theories about assumptions. These methods can be used to establish facts about something, since it can be proven, qualitative methods are a better fit for answering questions about how or why do we fix something for a problem? Whereas quantitative methods are better at answering how many or how much types of questions. This chart illustrates how the first two-dimensions can affect the types of questions that can be asked. You can see it as an x and y-axis basically. Then the last I mentioned the context of use. This lens that I mentioned is all about answering the how and why participants are using your products. It creates the context. And this context can be described in four ways. Natural use of a product, scripted use of a product, not using the product during a study or a hybrid of the above, when looking at the natural use of the product, aim is to let the US be as natural as possible, meaning no obstructions and no lab like settings. This creates a more realistic outcome of the results. I'll be at less manageable. A scripted use of the product aims to make everything as predictable as possible. Everything is faith, except for the few things that are actually being tested. Think of the AB tests that we discussed earlier, where one website had the blue button and the other website had the red button. This way you can easily desk different tiny changes to see which one has the best effect possible. The amount of preset scripting will vary depending on your study. Those studies where the product is not used, are often used to get more general types of data like an opinion on a brand. Cultural insights and hybrid methods combined all or some of the above. And you can choose whichever method you like the most depending on your study goals again. So in this chart you can see some popular research methods and where they lie in these dimensions. All the information charts and illustrations of this course can also be found in detail in the e-book. Now let's cover some of the most popular research methods in brief usability lab studies, participants are brought into a lab 101 with a researcher and are given a specific set of tasks. This then generates some results that the researchers can use. Ethnographic field studies, researchers meet with the study participants in their natural environments where they would actually use the product. For example, a toilet brush not be used in a forest, or would it participatory design? Participants are handed. Design elements are creative materials so they can build their experience in a concrete way that expresses what matters to them most and why. Focus groups, groups of three to 12 participants, are lead into a discussion about a certain topic. They'll give verbal and written feedback through discussions and exercises, interviews a researcher meets with participants to discuss with them what they think about a topic in detail. I tricking an eye tracking device is configured to precisely measure where users Luke when using a website or an app or something same on usability benchmarking, tightly scripted usability studies are done with several participants. They use precise and predetermined measures of performance. Moderated remote usability studies. These are usability studies conducted remotely with things like screen-sharing software or remote control. Unmoderated remote panel studies. A bunch of train participants who noted that participating in research have recording software on their computers and they'll use a website or something else while thinking aloud. This can then afterwards we analyzed by researchers in the lab concept testing. This is basically where you use a prototype to test if it works. So the product is not necessarily finished, but you wanted to some certain features of it. Diary or FMRI studies. The research participants are getting something like a camera or a diary to record and describe aspects of their life that are interesting for the researchers. This can then afterwards be analyzed. Customer feedback. This is basically open or close ended information provided directly by a set of specific users, mostly through e-mails or feedback for desirability studies. This is where you let participants basically categorized different design elements that you give them based on a list that you also get clickstream analysis. This is basically where you follow the clicks over user on their website and see which path they take. True in dense studies, this is a method where you ask random website visitors what their goal is on the website, them and then afterwards asked them if they were successful to achieve their goal. Intercept surveys. This is a survey that is triggered during the use of the site or application. And last but not least, email surveys. This is one of those annoying spam emails where you'll be invited to answer a survey through an email. Now join me in the next chapter what we'll jump into the define phase. 5. Define: In this chapter we'll go all over the define phase, which is part of the broader understand phase, just like the first empathize phase. Now once you've done your first research, the thymus going to combine all that research to pinpoint where the problems up your users are and how you can fix. You can put all of these findings together and visuals that help you build on top of these visuals can be brought back during the entire design process to see if the scope is still in focus means that you're still designing for the same criteria that you started with and you haven't wandered off into the wilderness. Now here are a few examples how to encapsulate your research findings. Starting with customer journey mapping. A customer journey map visualizes where improvements can be made and points of contact with the customer and the product. This is done to achieve the optimal experience for the customer across all channels. In this example, Jamie wants to switch her mobile play. There will be a lot of contact point. She will see a commercial from another mobile provider. She will go to your website as a mobile provider. She will try to get a better deal at your company and then she might leave your company. These are all touch points that could potentially be improved to keep Jamie customer. Next up is persona. Personas are fictional characters which you create based on the research findings that you have. They represent the different user types that might use your product in a certain way. Creating personas helps you understand your users needs, behaviors and goals. It also helps you step out of yourself and tried to be gum the persona that you've just created. Besides this. And it helps you recognize that different people have different needs and behaviors towards different products or service. For example, we have George Caleb. He's a 28 year-old product designer from New York and he's very into tech. He hates dogs, he hates. And 9 to 5. Danny wants freedom by continuously comparing your design choices to this persona. You can see if they still match. Next up is a user scenario. User scenarios are stories created by designers to show how users interact or make decisions in certain environments. Just like persona's user scenarios are used to get into the mind of the user and understand their needs and behaviors and wishes. You can kind of look at it like a storyboard for a design brush. Next up is empathy map. An empathy map is a collaborative visualization used to clarify our understanding of a specific type of user. Just like personas and user stories, it helps us as a design team build a consensus of what we wanted to use a needs to be. This will then help us with making decisions in the later on design process, the traditional empathy map is divided into four quadrants, I think do and feel, and the user or character is placed in the middle. This creates a quick and easy to understand overview of your user. Now there are tons of other methods you can use to get an overview of your users needs and behaviors. Now join me in the next chapter when we discuss the ideate phase. 6. Ideate: In this chapter, we'll discuss the IDA phase, which is part of the broader explore phase. So you should brainstorm a series of crazy ideas to solve the unmet user needs identified in the define phase. And remember to give yourself and your team as much freedom as possible. No idea is too crazy or wild. I quantity is more important than quality in this phase, this can once again be done with a plethora of methods. Choosing which one to use comes down to your scope and goal of the product. For example, if you want to design for deaf people, you might want to use sensorial brainstorming technique where you use all your senses to create solutions that only use one sense. There are hundreds of ideation methods. Some are just renamed or slightly iterated versions of more basic ones. In the next slide, we'll discuss some of the most frequently used methods. These methods and much more are explained in detail over at the Interaction Design Foundation. The link for that will be in the video description. Now these are some of the most commonly used methods. If you wanted to know more about these in detail, I once again encourage you to go to the link in the description as there are just too many to touch on in this course. However, there are some general rules that I will explain. These rules should apply to pretty much any method that you would choose. So here we go. Number 1, set a time limit. This is a very important one since you don't want to be spending hours upon hours wasting time because no one knows that there was a time that start with a problem or a question or a goal, so everybody can stay focused on the subject. You should identify the core subject or the main aim of the exercise. Are you solving a very small problem? Are you solving an overall experience? This helps with coming up with solutions, convinced the main issue into a problem statement and condensing into a how might we version, for example, how might we solve the global warming? You could even try and to synthesize the sentence into one single words, but it's not necessary. Number 3, stay on topic. This one continues where the previous point left off. It's very easy to wonder off and take a bunch of different directions when doing a brainstorming session, especially when you're trying to be open-minded. But it is important that everybody stays on. Topic. Focus is essential. Otherwise, the ideas will get murdered and do all kinds of different solutions that don't really solve the original problem. You could use a facilitator to do this. One person that makes sure that everybody stays on focus. Number 4, defer judgment and criticism. Even non verbal. Brainstorming environment is not the time to argue about other people's ideas. Everybody has the same responsibility to bring the session further for this reason, the judgment that comes later. But for now you should encourage everyone to create as many weird ideas as possible, which fits perfectly into number 5 and GARCH, weird, wacky and wild ideas. Once again, as brainstorming is a creative activity, each member should feel that they are free to express their mind and whichever way they want or need. Free thinking might produce some ideas crazy and out of the marked, but this helps with eventually coming up with something creative. After all, this phase is meant to create as much energy as possible. Number 6, aimed for quantity. As I just said, it's very important to create as many ideas as possible. The beginning phases of the ideation phase is called diverging, where you go out and tried to branch out your ideas and all kinds of different ways. After that, you do something that's called converging, where he tried to filter down the ideas to something that's suture problem number 7 built on each other's ideas. This is also a very important one since you've got inspired by other people, by building on each other's IP issue, refining, refining your find those ideas, eventually coming up with a more concrete idea to solve your problem. Number eight. Visual, the physical act of writing or drawing something can help other people see ideas in a different way than they would if you just said it. Besides this, it can inspire them. If they see something that they haven't thought about it gets, the brainstorming session is also more likely to evolve if it involves something visual rather than just the discussion. And last but not least number 9, one conversation at a time. As a designer, you should focus on 1 at a time. So ideas don't become muddy and they keep focusing on that one single goal set in the beginning after the ideation meeting is done and the diverging has been done, the ideas must be collected, sorted, and refined to get more concrete ideas, which is called gum verging. These were some of the methods that you can use for common version. Please note that you should not limit your diverging and converging rounds to one. You can do as many diverging and converging rounds as you want. As long as she tried to solve the problem. Posted voting or dot phone, write down all the ideas on post-its or pieces of paper and give every participant the same amount of dots. They can have the same color or different colors, so it doesn't really matter. The point is that everyone has to vote on the post-its, post-its. Again, the most votes are the winners. Four categories methods. Here you filter the ideas into four categories. The categories being the most rational idea, the most delightful idea, the Darling, and the long shot. Most rational and most delight for a pretty straightforward. The Darling is the idea that everybody has left from the beginning. The long shot is permanent, at least realistic idea. The participants decide together on one or two ideas for each of these categories. This ensures that all of the bases have been governed from the most practical to the most likely to the most unlikely. This helps filtering down the ideas bingo selection. Similarly, the Bingo selection can stimulate participants to divide ideas into multiple categories. Fiverr. In this method, the host should encourage the participants to divide the space on multiple factors, such as their potential applications in the digital world, world, et cetera. If one idea takes all the boxes, big idea affinity maps. And affinity map is basically a reverse mind-map. You already have all the ideas, 90 to cluster them and make links between them. This will help you discover topics for patents that may be promising. Now wow matrix. The now wow matrix helps evaluate ideas based on the skill. Now, if there could be implemented now, wow, that they're innovative, but it also could be implemented. And how did they may be could be implemented in the future. This creates an easy overview to see if your ideas are realistic or not. Six Thinking Hats, this technique provides a range of thinking styles to apply to your ideas. The Whitehead calls for information that is known and needed. It's all about defects. The yellow hat symbolizes optimism, confidence, and brightness. On the disk head, you should explore all the optimistic views of your ideas. The black hat is all about judgment. When you put this head on, you want to try to figure out why something won't work. It is now your job to discover where things might go wrong and what the possibilities of danger in your ideas are. This is probably the most powerful of the heads, but it's a problem if you overuse it, since all the ideas would then be brought down to nothing, the redhead is all about feelings. When you put this head on, you should focus on expressing emotion. How does this idea make you feel? What do you like? What do you dislike? What do you love? The green hat focuses on creativity. What are the possibilities? What are the alternatives? Do you have any new ideas when looking at this idea, it's your opportunity to express new concepts and insights. The blue hat is used to manage the thinking process. This is your control mechanism that ensures that all the six hats are used equally. But what now? You have all these ideas and you combine them down into concrete ideas that you can build on. You should ensure that they differ enough. So you can make multiple prototypes in the next phase. This way you can explore several paths to get to the winter. So join me in the next chapter where we will be discussing the prototype phase. 7. Prototype: In this chapter, we'll discuss the prototype phase, which is part of the broader explore things. This phase is all about constructing realistic representations of some of your ideas. For all of your ideas, the goal is to understand which parts of your ideas work and which parts of hearing aids don't work. You will do this by generating feedback on your prototypes. That's also the main reason why this phase prototyping is intertwined with the next phase testing. You should keep on doing both of them at the same time. Prototyping is an essential part of UX design because it helps visualize how your users will experience the software or whatever you're making before it's actually developed. There are a variety of prototyping tools out there like Envision, Adobe XD or principle. Now these are mainly for digital prototypes, which is probably what you're going to be making. They basically let you create a digital real-looking must fake version of whatever you're designing. So for the user, it might feel like a real product. That's why they can give you actual feedback on what you should improve. But for you as a designer, it's easy to implement the feedback. It's not a developed software yet. Now there are two types of prototyping, low fi prototyping and hi-fi prototype, Lo-Fi or low-fidelity prototyping involves the use of basic materials, things that representing idea. For example, the model may be incomplete, having only some of the features that the end product might have. Or it's built with materials that will end up being in the final product, like woot or pens or paper instead of metal, a low-fidelity prototype is often cheap and easy to make. Examples of low fidelity prototypes could be storyboards, Card Sorting, The Wizard of Oz technique, or sketching. You basically want to create something that's testable, but it's quick and easy as possible. Now what are the pros and cons of low-fidelity prototyping? Well, it's fast and cheap and can make iterations and improve on it very quickly. Most of the time it's disposable so you can just throw it away afterwards. It allows you as the designer to spend as little time as possible on the prototyping. And it can be used by everyone regardless of ability or experience. That gallons of low-fidelity prototyping, however, is that it lacks a bit of reals. This that might influence the way that you get feedback from your users, bending on your product, the production of the lo-fi prototypes might not pick. She sued the intended use of your users. For example, if you're designing a new type of shoe and you come up with a paper prototype, it won't work. And lo-fi prototypes often remove control from the user. For example, if you're prototyping and app with pieces of paper, it's not going to feel as realistic as to then what is hi-fi prototyping? A hi-fi prototype is a prototype which appearance is closer to the real actual product. For example, if you design a chess board and it's going to be made from wood, but a 3D model with movable pieces, we'll do the same job. Or if you're designing an app, then some digital officials made in Illustrator or XD might be more realistic then some paper sketches. So what are the pros and cons of hi-fi prototyping? Or a huge pro is participation. The stake holders or users can immediately see their vision and react to if it actually meets their needs. When you do user testing with high fidelity prototypes, you can actually generate usable data that is precise and usable to improve the product with. The closer to prototype is to the finished product, the more confidence IT will have in its actual success. The guns of hi-fi prototyping is that it takes way more time to develop when testing the prototype. So user might respond to how it looks instead of the actual content because it takes so long to develop. We as UX designers tend to be very negative when it comes to feedback, because it will take a lot more time to implement that feedback. Software prototypes might give users a false impression of how good the actual product is going to be. And because making changes take so long with a hi-fi prototype, the entire design process will take longer due to the nature of the high and low fi prototypes, it is pretty expected that the lo-fi prototypes are used in the beginning stages of that. That's where a lot of feedbacks two has to be implemented. And Hi-fi prototypes are used on into more later stages where you need to really refine your products. Now these are some prototyping guidelines that you should follow. Number 1, just start building the design process is often obscured by how we already criticize ourselves. So if you're unsure what to do with something, just build it and see how the users will react. Number two, don't spend too much time. The prototype is speed. You want to get it out as quickly as possible. You don't want to spend anytime getting new ideas and improving new details as long as the core of your testing is done, which leads into number 3, remember what you're testing for all prototypes should have a focus testing problem. But don't get too much sucked into this because you still want to have room for creativity. But you should remember that you want it this certain things. And last but definitely not least, is built with the user in mind, test your prototypes against the expected user behavior and needs, and then learn from the gap between the expected needs and the actual needs and tried to fill that in. Now join me in the next chapter where we will be discussing the testing phase. 8. Test: In this chapter, we'll discuss the testing phase, which is part of the broader materialized things. Now, although testing can be done throughout the entire design thinking process, it is often done together with the prototyping phase, as we discussed in the previous chapter, testing involves generating user feedback on new products and then implementing that feedback to get better results when you're actually conducting user tests, it is best if you conducted in a natural environment where they will be actually using the product in the end. If it proves difficult to test in the natural environment, you can go over to a lab environment or let the users role-play and get inside their heads. The key is to let the users uses many real life prototypes as possible. Now you want to get the best results out of every test. It's not as simple as just letting your user used products and sit back and watch what happens. So in order to get the best learning experience from your tests, these are some things to take into consideration. Number 1, you're testing the prototype. You're not testing the user. Keep that in mind. So don't try to make up for your prototype. If the user feel something, they feel some number to the context and the scenario, you should try to create the closest thing as real life as possible for your users to test a product. In this way, you can more accurately test the interaction between your user and the products and what actually needs to be improved. It eliminates most of the surprises. Number 3, how you interact with the user. Make sure the user knows what they are testing, but don't over-explain too much. The users in real life won't get the explanation, does she knows it will get. So keep that in mind. Number 4, how you observe and capture feedback. The way you capture and observe the feedback that the user gives you is very important. You don't want to interrupt the user's interaction with your product. Find a way to freely observe what is happening. For example, by recording a video, recording it on audio, or having a partner in the left. This way the user won't get interrupted, which is very important too. And you plan your testing. These are a few things you should keep in mind. Number 1, you could let your users compare alternatives so they know where this product stands in the market. Number two, show, don't tell, let your users experienced a province and don't explain them through it. Number 3, ask users to talk through their experience. This might help them explain their thinking and it might help you observe the feedback. Number 4, observe, don't interrupt too much, just look what happens. And number five, you can ask follow-up questions if you don't know what a certain reaction of a user meant, you can ask them afterwards. Finally, the design circle is very flexible. All stages often combined with each other and intertwined. How do you know if you're doing good? Well, the ideal endpoint of design thinking is when your product or service satisfies the three main needs of design thinking. Desirability, feasibility, and viability. If your product is like the rockets and is in the center of all of those three. You're doing great and you're ready to implement, which is the next phase we're going to talk about. So join me in the next chapter to do just that. 9. Implement: In this chapter, we'll talk about the last phase of the design thinking circle, the implement phase, which is still part of the broader material that's phase. This phase is all about making sure that your product actually ends up in the hands of your users. Now this mine sowed a bit stupid. But the only way that you can actually make a difference with your product is if it actually does. Now this can be done in many different ways. Building, goading, fainting, singing, whatever makes sure that your user gets the experience they need. Now these are not necessarily part of the scales or UX designer, so I won't touch upon those any further. Well, please remember the implementing is of utmost importance to your xy, xy and certainly now what should you avoid when implementing your product? There are a plethora of choices and patterns to envoys, and these are called dark bends. We, as UX designers, can sometimes maybe subconsciously use manipulative or unreasonable persuasive techniques to achieve our products goals. I'll show you the five biggest categories and their biggest examples as defined by gradient o in 2018. They are nagging, obstruction, sneaking interface interference, and forced action. Now what do they mean? As for nagging, sometimes we expect a website or app to behave in a certain way, but it temporarily doesn't. For example, when you only get the option to say okay or not. Now, when they asked you to review their website or whatever, you want to option to say, never asked for obstruction. The obstruction is something that temporarily block C Users flow when using a product. For example, the function that the user expects to be somewhere isn't there anymore. For example, if you want to read a news article on a website these days, you get obstructed with all of these. You have to pay 10 cents per article walls. Now these are especially annoying when you are already reading the article and then at a certain point, boom, you're not allowed to. As for sneaking there things that kind of sneak into the way. So for example, for example, only finding out about shipping costs at the very end of your checkout process. Now interface interference is something that when we expect an interface to behave a certain way, for example, the Okay button, green and blue and the cancel button. Great. Sometimes interfaces can be tweaked in such a way that they get us to do something that we actually wouldn't want. For example, automatically pressing the blue button at the bottom right is what we're used to do. But if that button needs us to an advertisement, for example, the interface has been interfered with. And forced action is when you're compelled to do something which is not strictly necessary. For example, getting 10 thousand enemies in a game to unlock something to continue the game. Now I will show you some real life examples of these patterns. So Beta-1 switches when you set out to do one thing, but another thing happens in say, for example, we want to buy a book and then you end up with ten books, disguise ads or advertisement that are disguised at some other type of content in order for you to click on them. You'll often see this when you download something and there's a bunch of ads surrounding it that also have a download button. It's going to be confusing and might have you end up clicking on the Add. Now forced continuity is when you, for example, gave your credit card to their free sign up and they start charging you. Without you even knowing it, this is even worse if the subscription is really hard against friend spam is when a product or service, once you put in your email address or contexts, and it promises that it will have a desirable outcome for you. But instead it will spam all your friends to use the service as well. Hidden cost is, for example, when you go to a checkout on a website and that the very last page, they have postage costs or packaging costs or whatever. And they've been hidden all along the process. So you won't dance for your order. Misdirection is when it designed purposely focuses on one thing to distract you from another. For example, when wanting to cancel your Prime membership at Amazon, that D2 buttons or something that won't cancel your Prime membership because they don't want you to counsel them. Price comparison prevention is when I retire and I mix and reading hard for you to compare prices, for example, stating one price per kilogram and the other price per unit. You won't know which one is the cheaper option. Privacy's or chlorine is when you are tricked into giving away more information about yourself than you actually intend it to. This is named after the Facebook CEO, Mark Zuckerberg, or roach motel is when a design makes it very easy for you to get into something that's very hard to get out of it. For example, canceling their subscription. Sneak into basket is when a website, for example, sneak something into your basket because she didn't uncheck a certain radio bucks. This might be a gift guard or special packaging, whatever trick questions is basically the bugs we just talked about. Question is asked in such a certain way that it's difficult to know if you should check or uncheck the box. For example, it says here that sky may contact you unless you click to opt out of it. It's very confusing if you ask me. So now I have showed you what not to do, but to end up on a positive note, I will show you what to painful. You should familiarize yourself with common user interface packets. The chances that you'll be designing a UI are pretty high, even though it's not necessarily part of being a UX designer, don't try to reinvent the wheel every time. Some patterns are there because they are helpful and they solve certain problems. Feel free to use them, but don't copy. For example, in a shop you expect each item to have a title and a description, just like you see here, design hierarchy. It is very important to design visual hierarchy in your interfaces, users subconsciously pay attention to certain blocks over other bucks. Look at the left example. You see that there is a clear visual hierarchy, your eyes that drawing from one box to the other. Now look at the right example. You don't know where to start. This makes for a confusing user experience. Think of bigger fonts, brighter colors, darker color is more contrast, et cetera, et cetera. Hierarchy is really important in your designs. It's subconscious and he explains to the user what to do. Have consistent actions in your applications. Having consistent actions and your website or applications or whatever eliminates the need for user discovery. Therefore, it makes their flow smoother. Chance that they will drop out of your app smaller and the chance of conversion, aka making money hire. For example, when you're launching a new feature in your app. But it has the same consistency in our layout as the previous ones that your users are already used to, it will be easier for them to adapt to the new feature. Look at the Buy button at the bottom right of every shelf item. Even when the window is resized or the layout is different, the buy button is always in the same spot. Now when something does go wrong, you should reduce your users frustration and increase the feedback that they get. For example, when you fill in a form and you'll get an error, but there's no message displaying what's wrong. You won't try to fill it in. Again, this is a must user. Therefore, look at the right screen where it says that the email might not be incorrect and the field of the email is read as well. This is easier for a user to understand. That makes a chance a higher that they will continue filling in the form. More reuse epsilon website, the more important navigations. There are certain navigation standards and everybody's used. You should definitely use them and don't try to reinvent the wheel. And this one, navigation answers very important questions regarding the user experience. Where am I, where am I going, and where did I came from? Those are some really important questions that the user should have answered by the product. For instance, look at this website on the example, the desktop version that has navigation where you'd expect and the mobile version has it as well. This eliminates the need for the user to think about the navigation. Now that we've covered all of the phases, I think it's important to leave you with a few key tick. So join me in the next chapter to do just that. 10. Key Take Aways & Outro: So what do I want you to take away from this course? Ux buttons are tried and tested solutions to solve problems for people. Thinking about how to incorporate these patterns makes it a designer focus on the core objective of the product, which always is creating the best possible user experience for your users. The sign with your users in mind and try to place yourself in their words. However, don't use your psychological knowledge to pursue your users in a dark way. Keep it ethical. And last but definitely not least, is keep on iterating on your designs. Keep testing, keep prototype, keep testing even when you implemented it in the real world going. So understand, Explore, and materialize. You've got this. Now I'll share some of my reading recommendations for the UX, UX bytes by Galileo gear Meyer is a very nice bite-size, almost coffee table book, which contains all kinds of different UX related snippets, 100 things every designer needs to know about people, takes you into mind of people. I'm really helps you as a designer on how to become your user. The Design of Everyday Things by Don Norman is a really nice book that brings everyday objects, use two into a new perspective and shares the design story behind them. Hooked by Nir Eyal is a very nice psychological UX book that shows how the users that we designed for get hooked into the products that we design. So thank you so much for taking this course. I really hope you like it and I really hope can learn something. I'm glad the world hasn't new UX designer. And once again, thank you.