A/B testing, 74, 243

actions

• journey map, 123–124, 383–384

• unnecessary, 57–58

adapt theme, 188

Adobe XD, 206–207, 311

ads for surveys, 83

affinity mapping, 103–107

• explanation of, 103–104

• potential pitfalls in, 106–107

• practice exercise on, 374–379

• steps in process of, 104–106

• summary advice for, 107

affordances, 3

Agile methodology, 24–27

• benefits and criticisms of, 26

• general description of, 24–25

• situations for choosing, 28–29

• Waterfall blended with, 27–28

Airbnb, 144, 387

Alexander, Bryant, xiii

Amazon, 20, 57, 58, 164, 190, 362–363

analysis anchor, 252

analytics, 73

analyzing test results, 246, 262–267

• example of, 419–420

• pull quotes for, 265–266

• scoring scales for, 263–264, 267

• stoplight chart for, 264–265, 267, 419

Apple, 36–37, 46, 146, 367

art and science, xv–xvi

• of defining the problem, 110

• of implementation, 275–276

• of prototype creation, 199–200

atomic design, 301–306

• atoms in, 302

• explanation of, 301–302

• molecules in, 303

• organisms in, 303

• pages in, 304

• process of, 304–306

• templates in, 303–304

attitudinal research, 65–66

audience for usability test, 249, 412

audio transcription, 102

auditing products, 306

Awwwards website, 148

background/bio for personas, 115–116, 381

bare-bones website editors, 335–336

Barnes & Noble website, 58

behavioral research, 65–66

Bell, Alexander Graham, 238–240

best practices

• for brainstorming, 170–171

• for ideation, 163–166

• for surveys, 80–82

• for wireframes, 220, 223–224, 227–228

bias, survey, 81–82

Bing search, 43–44, 178–179

Boag, Paul, 32

brainstorming, 165–173

• best practices for, 170–171

• example of, 391–393

• explanation of, 166

• process overview for, 166–170

• situations for avoiding, 172

• tenets of good, 173

• themes based on, 169–170, 392–393

• time limits for, 168, 170–171

brand

• product perception related to, 37

• style guides portraying, 299

British Design Council, 10, 129

business goals, 39–40

Carbon, by IBM, 309

card sorting, 243

career development, 367–368

• See also jobs in UX design

Cars method, 195–197, 398–400

case studies, 322–333

• demonstrating expertise with, 332–333

• designing for non-readers, 328–331

• explanation and example of, 322–323

• images used in, 331–332

• showing your process in, 323–325

• storytelling framework for, 326–328

choices

• presenting too many, 60

• represented on flow charts, 285

Chrome browser, 35

clarifying questions, 344–345, 350

closed-response questions, 77–78, 80, 371

coded prototypes, 206, 207

coding, learning about, 353–354

cognitive load theory, 53–55

cognitive overload, 52–62

• cognitive load theory and, 53–55

• difficult-to-discover information and, 58–59

• explanation of, 52–53

• internal inconsistency and, 56–57

• overstimulation and, 60–61

• reducing for users, 55, 61–62

• too many choices and, 60

• unnecessary actions and, 57–58

collaboration

• Agile methodology and, 26

• prioritization based on, 195

• sketching process and, 175

color palette, 296–297

colors

• in stoplight charts, 264–265

• in style guides, 296–297, 426

• in UI design, 46

• in wireframes, 220, 224, 226, 228–229

combine theme, 187

communication

• developer involvement and, 352–353

• images in case studies for, 331–332

• sketching as form of, 175

comparator sources, 152, 156

competitive analysis, 71–72, 136, 149–155

• considering companies for, 152

• data collection for, 153

• defining the goal of, 151, 156

• explanation of, 149–151

• logistics gathering for, 152–153

• setting criteria for, 151–152

• summarizing results from, 154–155

• two styles of, 150–151

competitive research, 71–72, 136–156

• choosing the right technique for, 155

• competitive analysis for, 71–72, 136, 149–155

• examples of, 387–391

• explanation of, 136–137

• external factors in, 140–143

• feature comparison for, 136–137

• internal factors in, 138–140

• lightning demos in, 143–149

• steps in process of, 137

• SWOT analysis for, 138, 142–143

completion rates, 267, 419

component library, 307

conceptual ideation, 161, 165–173

• brainstorming as, 165–173

• visual ideation and, 173

conducting usability tests, 245, 260–261, 414–418

confidential information, 322

consistency in design process, 300–301

consultant mindset, 358

content design, 37

context

• for critiques, 344–345, 348–349

• for deliverables, 318

• for ideation, 164

cost effectiveness of sketching, 175

Crazy 8s technique, 179–181, 394

crazy or weird ideas, 171

critical/non-critical errors, 253

critiques, 343–348

• asking questions as part of, 345–346

• benefits of summarizing, 350–351

• context required for, 344–345, 348–349

• definition and example of, 343–344

• opinions distinguished from, 344–345

• personal response to, 351

• positive feedback offered with, 346

• receiving from others, 348–351

• See also feedback

CSAT scores, 74–75

custom websites, 337–339

customers as users, 20

data collection, 153

Dayuse service, 188–189

defining the problem, 109–156

• art and science of, 110

• competitive research for, 136–156, 387–391

• in design thinking process, 11, 12, 16–17, 110–111

• exercises and examples of, 380–391

• journey mapping for, 120–128, 382–385

• personas used for, 111–119, 380–381

• problem statements for, 128–136, 385–386

delivering designs, 311–318

• example of, 428–430

• exercise related to, 318

• explanatory overview of, 311–313

• organizing screens for, 314–318

• specifications and context for, 318

• structuring content for, 313–314

• tools available for, 311–312

design brief, 11

Design of Everyday Things, The (Norman), 2–3

design systems, 299–311

• atomic design for, 301–306

• Carbon, by IBM, 309

• examples of, 307–310, 426–428

• exercise on creating, 310–311

• implementation improved by, 310, 313

• Material, by Google, 308

• Polaris, by Shopify, 309–310

• process for creating, 306–307

• reasons for using, 300–301

• style guides and, 299–300

design systems designer role, 365–366

design thinking, 5

• models of, 5–13

• process of, 14–19

design thinking models, 5–13

• Double Diamond process, 10–12, 129

• IDEO’s human-centered design, 9–10

• Nielsen Norman Group (NN/g) model, 12–13, 14–15, 128

• Norman’s design of everyday things, 6

• Walter’s hierarchy of user needs, 7–9

design thinking process, 14–19

• case studies based on, 324–325

• cyclical nature of, 319–320

• defining the problem in, 11, 12, 16–17, 110–111

• empathizing in, 12, 15–16, 63–64

• ideation in, 6, 9, 10, 12, 17, 157–159, 165

• implementation in, 10, 13, 19, 275–277

• prototyping in, 6, 12, 17–18, 199–201

• usability testing in, 18–19, 235–237

designers

• giving feedback to, 341–348

• portfolio creation for, 333–341

• receiving feedback as, 348–351

Designing for Emotion (Walter), 7, 238

desirability of products, 36–37

desire paths, 31

developers, 352–355

• communicating with, 352–353

• delivering everything to, 354–355

• speaking the language of, 353–354

development process, 12, 20–29

• Agile methodology, 24–27

• choosing a method for, 28–29

• hybrid methodology, 27–28

• Waterfall methodology, 21–24

difficult-to-discover information, 58–59

digital interface components, 176–178

direct competitors, 152

Discord groups, 77, 83, 98

discovery process, 11

divergent ideation, 181

documentation

• of project development, 23, 26

• of usability test results, 269, 274

do-it-yourself recruitment methods, 257–258

DoorDash, 42–43, 188

dot voting method, 192–193

Double Diamond process, 10–12, 129

double-barreled questions, 82

Dribbble design platform, 333–334

during-test questions, 259

ease of use, 34, 242

easy questions, 80

easy warmups, 178

efficiency of products, 242–243

Einstein, Albert, 130

eliminate theme, 190

empathizing, 63–108

• affinity mapping for, 103–107, 374–379

• in design thinking process, 12, 15–16, 63–64

• exercises and examples of, 370–379

• research types for, 64–75

• surveys used for, 70, 75–87, 370–371

• user interviews for, 66, 70, 87–103, 373–374

• writing problem statements and, 133–134

engineers, 352–355

• communicating with, 352–353

• delivering everything to, 354–355

• speaking the language of, 353–354

epics, 280–282

errors

• critical/non-critical, 253

• rates of usability, 242, 253, 267, 414, 419–420

evaluating usability, 243–244

evaluative research, 72–73

events, sequence of, 283

expectation setting, 349–350

experience

• empathy related to, 15

• questions about past, 92–93

experts, talking with, 16

exploratory questions, 345–346

external factors, 140–143

• opportunities, 140–141

• threats, 141–143

external recruitment methods, 257

eye tracking, 66

Facebook, 98, 418

facilitators

• for ideation session, 164

• for user interviews, 88

fast follow, 28

Feather icons, 227, 297

feature comparison, 136–137

feedback, 341–351

• asking questions with, 345–346, 350

• benefits of summarizing, 350–351

• context required for, 344–345, 348–349

• critiques offered as, 343–348

• example of structuring, 345

• giving to team members, 341–348

• personal response to, 351

• positive statements in, 346

• providing to designers, 342–343

• receiving from others, 348–351

• setting expectations for, 349–350

• summary of process for, 347–348

feelings/thoughts, journey map, 124–125, 384

fidelity levels, 201, 204–206

• coded or functional, 206, 217

• determining your use of, 231–233

• high fidelity, 206, 216, 225–233

• low fidelity, 204–205, 216–221, 231–232

• mid fidelity, 205, 216, 221–224, 232

• prototyping tools for, 207–208

Figma, 126, 167, 173, 206, 311–312

flow charts, 285–293

• choosing for projects, 292–293

• exercise on creating, 293

• explanation of, 285–286

• implementation facilitated with, 293

• task flows as, 286–287

• user flows as, 287–290, 423–424

• wireflows as, 291–292

flow-based processes

• for ideation, 181

• for organizing screens, 314–318

food delivery apps, 42–43

Food Network, 50, 160–161, 362

formative research, 69–72

formulas

• for expressing problem statements, 130–131

• for writing user stories, 284

F-pattern reading behavior, 66

Framer tool, 207

framing test sessions, 259–260

Frost, Brad, 301, 302

functional prototypes, 206

functionality of products, 7–8, 239

goals

• for competitive analysis, 151

• for personas, 116, 381

• for usability testing, 254

• for users, 280–282

Google

• A/B testing by, 74

• Chrome browser, 35

• Forms feature, 77, 87

• Material design system, 308

• search homepage, 45, 178

• UX researcher role, 364

Grubhub, 42–43

guerilla testing, 99, 258

happy paths, 208, 285, 288, 292, 314, 316, 354

haptics, 239, 240

hard coding, 301

hard warmups, 179

hardware for usability testing, 251, 413

headlines in case studies, 330

hero’s journey, 328–329

Hick’s law, 60

hierarchy of user needs, 7–9, 238

high-fidelity prototypes, 201, 206

high-fidelity wireframes, 216, 225–233

• 60-30-10 rule for, 228–229

• best practices for, 227–228

• elements to include in, 226–227

• exercises and examples of, 407–411

• explanation of, 225–226

• interactivity in, 229–230

• spacing systems for, 230–231

• tips for working with, 228–231

• when to use, 232–233

Hostelworld website, 387–388

How Might We statements, 134–135

Hryhorsky, Matt, 33

human-centered design, 2–5

• definitions of, 4–5

• design thinking and, 5

• IDEO’s process of, 9–10

hybrid product development, 27–28

I statements, 105, 107, 118, 126

IBM, Carbon design system, 309

icons

• in sketches, 177

• in stoplight charts, 265

• in style guides, 297, 426

• in UI design, 49–50

• in wireframes, 227

ideation, 157–198

• best practices for, 163–166

• brainstorming for, 165–173, 391–393

• Cars method for, 195–197, 398–400

• conceptual, 161, 165–173

• in design thinking process, 6, 9–10, 12, 17, 157–159

• divergent, 159, 170, 181

• exercises and examples of, 391–400

• explanation of, 159–160

• flow-based, 181

• mind mapping for, 182–185, 395–397

• prioritization process for, 192–197, 198, 398–400

• reasons for using, 160–161

• relational, 162–163, 182–191

• SCAMPER technique for, 185–191

• sketching for, 173–182, 393–395

• types of, 161–163

• visual, 161–162, 173–182

IDEO’s human-centered design, 9–10

IKEA furniture, 33

images

• in case studies, 331–332

• in personas, 113–114, 380

• in sketches, 177

• in style guides, 295, 426

• in UI design, 48–49

• in wireframes, 227

implementation, 275–320, 420–430

• art and science of, 275–276

• delivery of designs, 311–318, 428–430

• design systems for, 299–311, 313, 426–428

• in design thinking process, 10, 13, 19, 275–277

• examples of working with, 420–430

• exercises related to, 284, 293, 299, 310–311

• flow charts for, 285–293, 423–424

• linear vs. iterative approaches to, 20–21

• style guides for, 294–299, 425–426

• user stories for, 278–284, 420–423

improvement tracking, 356

inconsistent designs, 300

indirect competitors, 152

industry roles. See jobs in UX design

information

• confidential, 322

• difficult-to-discover, 58–59

initiatives, 280–282

in-person testing, 250, 413

insights, journey map, 125–126, 385

inspiration

• in IDEO’s human-centered design, 9–10

• lightning demos for, 143–146

interactivity

• color indicating, 46, 56, 229–230

• of prototypes, 202

internal factors, 138–140

• strengths, 139

• weaknesses, 139–140

internal inconsistency, 56–57

internal recruitment methods, 256–257

interviews. See user interviews

jobs in UX design, 360–367

• design systems designer, 365–366

• motion designer, 366–367

• product designer, 360–361

• UX designer, 362–363

• UX researcher, 364

• UX writer, 365

• visual or UI designer, 363–364

journey maps, 120–128

• actions on, 123–124, 383–384

• elements for creating, 122–126

• example of using, 382–384

• explanation of, 120–122

• illustrations of, 121, 124

• insights on, 125–126, 385

• order for working on, 127–128

• persona/background on, 122, 383

• phases created on, 123, 383

• reasons for using, 126–127

• templates for, 120, 126

• thoughts/feelings on, 124–125, 384

landscape matrix, 66–69

language

• of engineers/developers, 353–354

• establishing your visual, 306

lawyer mindset, 359

layouts in UI design, 50, 230–231

leadership, 357–360

• asking for opinion of, 359–360

• consultant mindset adopted with, 358

• relying on facts with, 359

leading questions, 81–82

learnability of products, 241

Lee, Geunbae, 120

legend for user flow, 290

libraries

• component, 307

• stock, 227

lightning demos, 143–149

• process for creating, 144–149

• strategies for successful, 149

lines in sketches, 176–177

Ling’s Cars website, 52, 61

LinkedIn, 77, 83, 363–364, 418

logistics gathering, 152–153

Lonely Planet website, 390

long-term memory, 54–55

lorem ipsum text, 223

Louvre museum, 189

Lovetastic app, 191

low-fidelity prototypes, 201, 204–205

low-fidelity wireframes, 216–221

• best practices for, 220

• elements to include in, 219

• exercise and example of, 402–404

• explanation of, 217–218

• practicing task flows and, 221

• when to use, 218–219, 231–232

mapping, 3

• affinity, 103–107

• mind, 182–185

Maslow, Abraham, 7

Material, by Google, 308

Maze service, 83, 98, 257

McCloskey, Marieke, 31

medium warmups, 178–179

memorability of products, 242

memory

• long-term, 54–55

• sensory, 53, 55, 57

• working, 54, 55, 61

Meta product designer, 361

metrics, 252–254

• qualitative, 253, 267, 414

• quantitative, 252–253, 413–414

• scoring scales, 263–264

• tracking commonly used, 253–254

Microsoft

• Bing search, 43–44, 178–179

• design systems designer, 366

• Teams platform, 160

mid-fidelity prototypes, 201, 205

mid-fidelity wireframes, 216, 221–224

• best practices for, 223–224

• elements to include in, 223

• exercise and example of, 405–407

• explanation of, 221–223, 224

• when to use, 232

mind mapping, 182–185

• exercises on, 191, 395–397

• explanation of, 182–183

• process of, 183–185

mockups in style guides, 298

moderated usability testing, 249–250, 413

modify theme, 188–189

molecules in atomic design, 303

mood board, 143, 148, 391

MoSCoW method, 194–195, 282

motion designer role, 366–367

MVPr (minimum variable prototype), 18

names for personas, 113–114, 380

narrative format, 326–328

needs of users

• hierarchy of, 7–9, 238

• UX triad and, 39

Netflix, 60, 139–143, 145, 188

neutral questions, 80

Nielsen Norman Group (NN/g) model

• case studies based on, 324–325

• cyclical nature of, 319–320

• description of, 12–13

• problem statements and, 128

• reasons for using, 14–15

• See also design thinking process

Nintendo, 189

nonresponse to surveys, 82

Norman, Don, 3, 6, 34

Norton, Ken, 41

note taking, 171

observation process, 6, 15, 244

open-ended questions, 92

open-response questions, 78–79, 371

opinions

• asking leadership for, 359–360

• critiques distinguished from, 344

opportunities, competitive research on, 140–141

organisms in atomic design, 303

organization of screens, 314–318

Otter.ai transcription service, 102

overstimulation, 60–61

pages in atomic design, 304

paper prototypes, 204–205

parking lot technique, 107, 378, 379

participants

• survey, 82–83, 87

• user interview, 97–103

past-experience questions, 92–93

PDF portfolios, 339–341

personas, 66, 111–119

• background/bio of, 115–116, 381

• brainstorming using, 170

• descriptive overview of, 114–115, 380

• dislikes/frustrations of, 117, 381

• elements for creating, 112–118

• example of using, 119, 380–381

• explanation of, 111–112

• journey maps and, 122, 383

• likes/goals of, 116, 381

• name/photo of, 113–114, 380

• quotes included with, 381

• reasons for using, 118

• tenets of good, 119

perspective of user, 1–2, 211

phases on journey maps, 123, 383

phone designs, 238–241

photos for personas, 113–114, 380

placeholder text, 223

plan for usability testing, 244, 247–251, 412–414

pleasurable products, 8–9, 239

Polaris, by Shopify, 309–310

portfolios, 333–341

• bare-bones editors for, 335–336

• custom made websites for, 337–339

• PDF presentations of, 339–341

• showing your work through, 341

• visual design examples for, 333–334

• website editors for, 336–337

positive feedback, 346

post-test questions, 259

presenting test results, 270–273

pre-test questions, 258

priming bias, 81–82

Principle tool, 207

prioritization, 192–197

• Cars method of, 195–197, 398–400

• dot voting method of, 192–193

• exercise on, 198

• explanation of, 192

• MoSCoW method of, 194–195

• user stories and, 282–283

problem solving

• brainstorming and, 170, 172

• problem statements for, 128–136

• testing process related to, 18

• See also defining the problem

problem statements, 128–136

• allowing room to explore in, 131–132

• challenges and power of, 135

• exercise and example of, 385–386

• explanation on using, 128–130

• formula for expressing, 130–131

• guidelines for creating, 130–135

• How Might We statements and, 134–135

• not assuming solutions in, 133

• specificity required in, 131

• tenets of good, 135–136

• writing with empathy, 133–134

product design, 4

product designer role, 360–361

product development, 20–29

• Agile methodology for, 24–27

• choosing a process for, 28–29

• hybrid methodology for, 27–28

• linear vs. iterative approaches to, 20–21

• sequences of events for, 283

• Waterfall methodology for, 21–24

product managers, 355–357

• being partners with, 356–357

• task flow creation with, 211

• thinking strategically with, 355–356

• tracking improvements with, 356

Protopie tool, 207–208

prototypes, 199–234

• art and science of, 199–200

• coded or functional, 206, 217

• in design thinking process, 6, 12, 17–18, 199–201

• exercises and examples of, 234, 401–411

• explanation of, 202–204

• fidelity levels for, 201, 204–206

• high-fidelity wireframes as, 216, 225–233, 407–411

• low-fidelity wireframes as, 216–221, 402–404

• mid-fidelity wireframes as, 216, 221–224, 405–407

• portfolio websites using, 341

• reasons for making, 204

• steps in creating, 202–203

• task flows for, 208–215, 401–402

• tools for making, 206–208

• wireframing process for, 215–233, 402–411

pull quotes, 265–266

purpose of usability test, 247–248, 412

put to other use theme, 189

qualitative metrics, 253, 267, 414

qualitative research, 67

quantitative metrics, 252–253, 413–414

quantitative research, 67

questions

• clarifying, 344–345, 350

• closed-response, 77–78, 80, 371

• double-barreled, 82

• “easy” and “neutral,” 80

• exploratory, 345–346

• leading, 81–82

• open-response, 78–79, 92, 371

• past experience, 92–93

• safety, 414, 416

• unbiased, 92

• usability test, 258–259, 260–261, 415–418

• user interview, 90–93

quotes

• journey map, 125

• persona, 381

• usability test, 265–266

rearrange theme, 191

recording

• usability test sessions, 260

• user interviews, 100

recruiting participants

• for surveys, 82–83

• for usability testing, 245, 255–258, 261–262, 414

recruitment services, 83, 98, 102

relational ideation, 162–163, 182–191

• mind mapping for, 182–185

• SCAMPER technique for, 185–191

reliability of products, 8, 239

remote testing, 250–251, 413

research, 64–75

• behavioral vs. attitudinal, 65–66

• brainstorming based on, 170

• competitive, 136–156, 387–391

• evaluative, 72–73

• formative, 69–72

• landscape matrix for, 66–69

• ongoing process of, 75

• qualitative vs. quantitative, 67

• stages of design, 69–75

• summative, 73–75

• See also surveys; user interviews

Rohrer, Christian, 65, 66, 68

ROI research, 73

Safari browser, 35

safe space for ideation, 165

safety, feelings of, 378, 414, 416, 419, 420

satisfaction of users, 243, 414, 419, 420

scales, scoring, 263–264, 265, 267

SCAMPER technique, 185–191

• adapt theme, 188

• combine theme, 187

• eliminate theme, 190

• modify theme, 188–189

• put to other use theme, 189

• rearrange theme, 191

• substitute theme, 186–187

science and art, xi–xii

• of defining the problem, 110

• of implementation, 275–276

• of prototype creation, 199–200

scope of usability test, 248–249, 412

scoring scales, 263–265, 267

• See also metrics

screen organization, 314–318

screener surveys, 87, 97–98, 257, 262

scripts

• for usability testing, 258–259

• for user interviews, 88–89, 93–96, 372–374

search apps, 43–45, 178–179

sensory memory, 53, 55, 57

sequence of events, 283

shapes in wireframes, 220

sharing test results, 267–274

• reasons for, 267–268

• summary sheet for, 269–270

• three pillars method for, 270–273

Shopify, Polaris design system, 309–310

signifiers, 2–3, 46, 61

Sketch tool, 206–207, 311

sketching, 173–182

• conventions for, 176–179

• Crazy 8s technique for, 179–181, 394

• exercise and example of, 393–395

• explanation of, 173–174

• low-fidelity wireframes, 218, 402–403

• reasons for, 175

• warmups for, 178–179

Slack groups, 77, 83, 98

smartphones, 241

social media

• finding participants on, 98, 261

• posting surveys on, 83

software for usability testing, 251, 413

solutions

• problem statements and, 133

• searching for existing, 16

spacing systems, 230–231

specification document, 23, 312

Spotify, 196–197, 365

Squarespace website editor, 336–337

stakeholders

• pitching prototypes to, 204

• sharing test results with, 268

Starbucks website, 59

states of components, 307

stock images, 227

stoplight chart, 264–265, 267, 419

storytelling

• in case studies, 326–328

• in mid-fidelity wireframes, 223

• in user stories, 278–284, 420–424

strategic thinking, 355–356

strengths, competitive research on, 139

structuring

• deliverable content, 313–314

• feedback to designers, 345

• user interviews, 93–95

style guides, 294–299

• brands portrayed through, 299

• color palette of, 296–297, 426

• example of developing, 425–426

• exercise on creating, 299

• explanation of, 294–295

• iconography used in, 297, 426

• images used in, 295, 426

• mockups included in, 298

• template for, 299

• typography section of, 296, 426

• UI components in, 297–298, 426

subjective measures, 254

substitute theme, 186–187

summary sheet for test results, 269–270

summative research, 73–75

surveys, 70, 75–87

• best practices for, 80–82

• examples of, 84–86, 370–371

• purposes for using, 76

• question types in, 77–79

• recruiting participants for, 82–83

• screener, 87, 97–98, 257, 262

• steps to conducting, 76–77

• See also user interviews

SWOT analysis, 138, 142–143

System Usability Scale (SUS), 263

tactile feedback, 239

task analysis, 243

task completion metrics, 253, 413

task flows, 202, 208–215

• applying to the prototype step, 212–213

• exercises and examples of, 214–215, 401–402

• explanation of, 208–209, 286–287

• guidelines for constructing, 211

• reasons for using, 210–211, 213–214

• user flows from, 423–424

• See also flow charts

task-specific measures, 267

Teaa Cafe’s website, 58–59

teams for ideation, 163–164

technology constraints, 40

telephone designs, 238–241

templates

• in atomic design, 303–304

• for journey maps, 120, 126

• for personas, 119

• for style guides, 299

testing, 235–237

• ideas, 6, 13, 18–19

• prototypes, 204

• surveys, 81

• See also usability testing

text, placeholder, 223

themes

• brainstorm ideas as, 392–393

• SCAMPER technique, 185–191

thoughts/feelings, journey map, 124–125, 384

threats, competitive research on, 141–143

three pillars method, 270–273

time limits

• for brainstorming, 168, 170–171

• for ideation, 164

time-on-task metric, 254

tokens vs. atoms, 302

tools

• for delivering designs, 311–312

• for prototyping, 206–208

• for usability testing, 251

• for whiteboarding, 144, 145

• for wireframing, 224

tracking improvements, 356

transcription services, 102

Travel Episodes website, 389

Tripadvisor website, 388–389

typography

• in style guides, 296, 426

• in UI design, 47–48

• in wireframes, 226–227

Uber Eats, 42–43

UberX Share, 187

UI. See user interface

UI designers, 363–364

UI stencil tool, 176

unbiased questions, 92

undercoverage bias, 82

unhappy paths, 285, 292, 316

unmoderated usability testing, 249–250, 413

unnecessary actions, 57–58

Unsplash stock library, 227

usability, 8, 34–35, 237–244

• elements of, 241–243

• evaluation of, 243–244

• explanation of, 237–241

usability testing, 235–274

• analyzing results of, 246, 262–267, 419–420

• closing questions for, 418

• conducting the test, 245, 260–262, 414–418

• in design thinking process, 18–19, 235–237

• device compatibility for, 413

• exercises and examples of, 254, 412–420

• explanatory overview of, 244–247

• framing the session for, 259–260

• hardware/software for, 251, 413

• metrics defined for, 245, 252–254, 263–264, 413–414

• moderated vs. unmoderated, 249–250, 413

• number of users for, 255–256

• plan created for, 244, 247–251, 254, 412–414

• purpose, scope, and audience for, 247–249, 412

• recruiting users for, 245, 255–258, 261–262, 414

• remote vs. in-person, 250–251, 413

• roles for facilitating, 251

• script prepared for, 258–259, 262

• sharing results from, 267–274

• steps in process of, 243–244

• user testing and, 243

usefulness of products, 36

user engagement scores, 74–75

user experience design, 4, 360

user experience (UX), 30–41

• art and science of, xv–xvi

• basic elements of, 34–37

• definition of, 40

• disciplines of, 37–38

• examples of, 31–34

• ideation and, 160

• triad of, 39–40

• UI related to, 41–42, 51

user flow, 286–290, 293, 423–424

user interface (UI), 41–51

• basic elements of, 45–50

• components in style guides, 297–298, 426

• examples of, 42–45

• UX related to, 41–42, 51

user interviews, 66, 70, 87–103

• audio/video recording of, 100

• clarifying responses in, 100–101

• closing remarks to, 91

• conducting, 97–103

• elements of, 88

• finding participants for, 97–99

• follow-up actions for, 102

• introductions to, 89

• preparing for, 87–96

• questions used in, 90–93

• scripts for, 88–89, 93–96, 372–374

• structuring, 93–95

• tips for successful, 102–103

• See also surveys

user needs

• hierarchy of, 7–9, 238

• UX triad and, 39

user stories, 278–284

• creation of, 280–282

• examples of, 420–423

• exercise on writing, 284

• explanation of, 278–280

• implementation structure and, 284

• prioritization of, 282–283

user testing

• definition of, 243

• See also usability testing

usercentric experience, 31–32

users

• customers as synonymous with, 20

• recruiting for usability tests, 255–258

• surveying current, 83

• thinking from perspective of, 1–2, 211

• understanding goals of, 280–282

UserTesting.com service, 83, 98, 102, 257

UX. See user experience

UX designer role, 362–363

UX Folio platform, 335

UX researcher role, 364

UX writer role, 365

video conferencing software, 413

video demonstrations

• of affinity mapping, 104

• of brainstorming, 167

• of Norman doors, 3

• of prototyping, 205

• of user interviews, 101

Vimeo website, 147

visual design platforms, 333–334

visual designer role, 363–364

visual ideation, 161–162, 173–182

• conceptual ideation and, 173

• sketching as, 173–182

visual language, 306

Walter, Aarron, 7–9, 238

warmups for sketching, 178–179

Waterfall methodology, 21–24

• Agile blended with, 27–28

• benefits and criticisms of, 23–24

• general description of, 21–23

• situations for choosing, 28–29

weaknesses, competitive research on, 139–140

Webflow platform, 207, 338

websites

• bare-bones editors for, 335–336

• creation of customized, 337–339

• editor services for building, 336–337

• portfolio PDFs vs., 339–341

weird or crazy ideas, 165, 171

Whimsical tool, 207, 224, 396, 405

whiteboarding tools, 144–145

wireflows, 286, 291–292

wireframes, 202, 215–233

• exercises and examples of, 402–411

• explanatory overview of, 215–216

• fidelity-level decisions for, 231–233

• high-fidelity, 216, 225–233, 407–411

• low-fidelity, 216–221, 231–232, 402–404

• mid-fidelity, 216, 221–224, 232, 405–407

• prototypes vs., 217

• tools for making, 224

Withlocals website, 389–390

working memory, 54–55, 61

writing

• case studies, 322–333

• problem statements, 133–134

• user stories, 284

Yahoo search, 44, 179

Zoom video conferencing, 188, 413

Z-pattern reading behavior, 66