About the Author
Acknowledgments
Foreword
Introduction
Chapter 1
Understanding Human-Centered Design
What Is Human-Centered Design?
Design Thinking Models
Our Design Thinking Process
Design Thinking Is the First Step
How Are Products Built?
How Do We Implement Our Products?
Waterfall: A Linear, Phased Work Stream
Agile: An Iterative, Continual Process
Hybrid: A Combination of the Two
Which Process Is Good for Your Projects?
What Is User Experience, or “UX”?
UX Is Usercentric
UX Is More Than a Screen
UX Is All Around Us
The Basic Elements of UX
UX Touches Many Disciplines
The UX Triad
UX Incorporates All Elements of an Experience for All People
What Is UI?
Different UI, Same Problem to Solve
The Basic Elements of UI
Typography
Images
Icons
Layout
UI Is a Part of UX
Cognitive Overload
What Is Cognitive Overload?
Cognitive Load Theory
Examples of Cognitive Overload
Reduce Cognitive Overload for Your Users
Let’s Work Together!
Chapter 2
Using Empathy as a Design Tool
Types of Research
Behavioral vs. Attitudinal
Qualitative vs. Quantitative
The Research Landscape Chart
Stages of Design Research
Research Is an Ongoing Process
Surveys
What Is a Survey?
Survey Question Types
Survey Best Practices
Recruiting Participants
Survey Example
Let’s Do It!
Preparing for User Interviews
What Is a User Interview?
How Do You Start Preparing?
Question Quality
How Can You Structure the Script?
Prepare Beforehand for a Smooth, Well-Structured Interview
Conducting User Interviews
Finding Participants
Interviewing Your Participants
After the Interview
Affinity Mapping
What Is Affinity Mapping?
Affinity Mapping Process
After You Empathize, You Define
Chapter 3
Defining the User’s Problems
Where Are You in the Design Thinking Process?
Personas
What Is a Persona?
How Do You Make Personas?
Personas Help You Define Who You’re Designing For
User Journey Mapping
What Is a User Journey Map?
How Do You Make a User Journey Map?
User Journeys Help You Understand
The Problem to Solve
How Do You Use a Problem Statement?
How Do You Make a Problem Statement?
A Great Problem Statement Is Challenging but Powerful
Competitive Research
What Is Competitive Research?
SWOT—Strengths, Weaknesses, Opportunities, Threats
Internal Factors
External Factors
Lightning Demo
How Do You Do It?
How Do You Do It Well?
Competitive Analysis
Apply the Right Technique for the Right Question
After You Define, You Ideate
Chapter 4
Exploring Ideation Techniques and Tools
Ideation
What Is Ideation?
When Could You Ideate?
What Types of Ideation Exist?
What Are Some Ideation Best Practices?
Using Ideation in the Design Thinking Process
Conceptual Ideation
What Is Brainstorming?
How Do You Brainstorm?
How Do You Brainstorm Well?
When Should You Avoid Brainstorming?
Brainstorming Is the Quintessential Ideation Technique
Visual Ideation
What Is Sketching?
Why Do You Sketch?
How Do You Sketch?
Crazy 8s
Visual Ideation Gives Ideas More Definition
Relational Ideation—New Ideas Out of Existing Concepts
Mind Mapping
SCAMPER
Prioritization
What Is Prioritization?
Dot Voting
MoSCoW Method
Cars Method
Conclusion
After You Ideate, You Prototype
Chapter 5
Prototyping Solutions
Prototyping
What Is a Prototype?
What Types of Prototypes Exist?
What Tools Can Help You Prototype?
Choose the Right Tool for the Right Fidelity
Task Flows
What Is a Task Flow?
Why Use Task Flows?
How Can You Construct a Task Flow?
Apply Task Flows to the Prototype Step
Task Flows Make Prototyping Easier
Wireframes
What Is a Wireframe?
Low-Fidelity Wireframes
Mid-Fidelity Wireframes
High-Fidelity Wireframes
High Fidelity Represents the Final Product
When to Use Which Fidelity
After You Prototype, You Test
Chapter 6
Testing Your Designs
Testing
What Is Usability?
What Are the Elements of Usability?
How Do You Evaluate Usability?
Usability Testing—Plan and Define
What Is Usability Testing?
Creating a Test Plan
Defining the Test Metrics
Tracking Common Metrics
Starting with Your Goals
Usability Testing: Recruit and Conduct
How Many Users Should You Test With?
Where to Find Users
Preparing Your Script
Framing the Session
Usability Testing Makes Things Better
Usability Testing: Analyze Results
Scoring Scales
Stoplight Chart
Pull Quotes
Analyze and Summarize Your Results
Usability Testing: Presenting Findings
Why Should You Share Your Results?
How Can You Share Testing Results?
Presentation
Share Your Test Results
After You Test, You Implement
Chapter 7
Implementing Your Designs
Implement
User Stories
What Is a User Story?
How Do You Create User Stories?
How Do You Prioritize User Stories?
User Stories Give Implementation Structure
Flow Charts
What Is a Flow Chart?
What Is a User Flow?
What Is a Wireflow?
Which Flow Chart Should You Use?
Flow Charts Facilitate Implementation
Style Guides
What Is a Style Guide?
What Goes into a Style Guide?
Style Guides Portray Your Brand
Practice It!
Design Systems
Designing for Consistency and Scalability
What Is Atomic Design?
How Can You Make a Design System?
What Systems Can You Look at Today?
Design Systems Improve Implementation
Delivering Designs
Delivering Your Designs
How Should You Structure Your Content?
How Should You Organize Your Screens?
Provide Specifications and Context
The End of the Process?
Chapter 8
What’s Next?
Writing a Case Study
What Is a Case Study?
Show Your Process
Tell a Story
Design for Non-Readers
Communicate Through Images
Demonstrate Expertise with Case Studies
Creating Your Portfolio
Highly Visual, Emphasis on the Work
A Bare-Bones, Personal Digital Presence
A Customized, Curated Experience
Going All Out
But I Don’t Want to Make a Website
Where Should I Put My Portfolio?
Giving Feedback
How Do You Provide Feedback to a Designer?
What Is a Critique?
Ask Clarifying Questions
Provide Context, Not Just Opinion
Offer Exploratory Questions
Talk About the Good
Putting It All Together
Receiving Feedback
How Do You Receive Feedback as a Designer?
Describe the Situation
Set Expectations
Summarize
Don’t Take It Personally—It Doesn’t Have to Be Scary
Working with Other Disciplines
Working with Engineering
Working with Product
Working with Leadership
Working with Others
Choosing a Role in the Industry
Product Designer—Do It All
UX Designer—Focus on the Structure
Visual or UI Designer—Make It Look Good
UX Researcher—Become an Expert on Your Users
UX Writer—Craft the Perfect Copy
Design Systems Designer—Unify and Scale Your Product
Motion Designer—Create Stunning Animations
Grow Your Career in Design
Where Do You Go from Here?
Appendix: What Good Looks Like
Index
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