On 'process'

What confuses me, and how I work as a product designer

2 min read

After more than a decade working in product design, I often get confused by the terms 'process', 'methodology' and 'framework'. When someone asks me what my process is, I often reply 'What exactly do you mean by process?'.

Questioning my resistance

I often wonder why I clench up a little inside when I hear the term 'process'. I think there's something inside me that resists standardisation, or a linear step-by-step expectation of how design (or me as a designer) should work.

I feel like the expected answer may be 'user centred design', 'design thinking' or 'the double diamond' process. But I would be a fraud if I said that.

For me, the honest answer is that I feel my way through a project. I like to follow my nose. It's a little like cooking without a recipe. Sure, you know that certain things need to be done in a certain order, but it's not prescriptive.

My general approach

Never (just) assume

Assumptions are great. But only when they're marked as so, and treated as things to follow up and test. Never just assume and carry on. Separate assumptions from fact. Avoid the temptation of taking the shortcut.

Ask the stupid questions

This is very much linked to the above. Be curious. Stupidity can be a superpower. If there's something that I don't understand, there's a chance that someone else in the room might not either. Even if I'm the only one, asking stupid questions may encourage others to ask the stupid questions they have. And when you ask someone to explain something, it helps them think things though as well.

Create a shared understanding

Again, this builds on the above. It's too easy to assume everyone is on the same page. Most of the time, we won't be. So, write things down, sketch things out, map things out, play things back.

Co-write assumptions, hypotheses and goals. Clarify expecations, roles and responsibilities.

Compare and contrast

Evaluate opportunities against each other. Idea X may be good, but how about Idea Y and Idea Z? This is one of the downsides of A/B testing.

Make it measurable

How will we know if we're successful? What will we do with this information? What's the smallest thing we can test and build to move us further?

Measure it!

Spend time interpreting and understanding results. Celebrate the failures as learnings, as well as celebrating the successes. Share the learnings.