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Design processTheory and reality
What is the right design process to develop digital
products in startups?
Exploring theory
Design process framework
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
Applying in reality
Design process
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
Design process
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
Problem interviews: Vinted seller project
Immersion: TRAFI Jakarta visit
Behaviour analysis: TRAFI Jakarta case
Transport info Stop info Transport status Directions
1/2 of times
1/5 of times
1/4 of times 1/6.5
of times
Empathise
Problem interview
Immersion
Behaviour analysis
Other qualitative feedback sources
Design process
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
Design process
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
Idea boards
Input workshops
Ideate
Idea board
Input sessions
Informal ideation sessions
Design process
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
Main principle
Visual fidelity
Feedback
Concept
Details
Low High
Clickable prototypes
Prototype
Low fidelity design
Clickable prototypes
Design process
Empathise
Define
Ideate
Prototype
Test
Design process by d.school
Usability studies: Vinted shopping navigation
AB testing: TRAFI track screen
Design sprint: Vinted editorial homepage
Test
Usability studies
AB tests
Design sprint
Theory vs Reality
New product vs
Continious development
Princples for continious development
• Develop design thought process
• Ensure access to qualitative insights
• Ensure access to quantitative insights
• Use your product
• Set user centric goals
• Foster low fidelity design culture
Thank you!
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