My UX Process
This is my guiding framework for approaching UX and product problems. It's not a strict, sequential process - the reality is much messier. There's constant back and forth between phases, new insights that make us revisit earlier decisions, and course corrections as we learn. Every problem is unique and requires adaptation, but these phases rooted in user-centred design and design thinking principles help me navigate complexity, stay focused on what matters, and deliver meaningful outcomes while continuously learning and improving.
Why This Approach?
User-centred design puts people at the heart of everything I do. Design thinking provides a structured yet flexible way to tackle complex problems through empathy, experimentation, and iteration. This process has evolved through years of practice, learning from both successes and failures.
Problem Discovery & Context
Start by deeply understanding the problem space, user needs, and business context. This phase is about asking the right questions before jumping to solutions, using a first principles approach to break down assumptions and get to the core of the problem.
Key Activities
- Stakeholder interviews to understand business goals and constraints
- User research to identify pain points and behaviours
- Data analysis to validate assumptions and uncover patterns
- Competitive analysis to understand the landscape
- Break down assumptions to fundamental truths using first principles thinking
Guiding Principle
Grounded in user-centred design and first principles thinking, I prioritise understanding real user needs over assumed requirements. By questioning assumptions and reasoning from foundational truths, I uncover root causes rather than treating symptoms.
Example from Practice
In the contractor workflow project, we discovered through research that the problem wasn't job complexity, but workflow inefficiencies causing 14-minute job times instead of 7-8 minutes.
Frame the Problem & Align Stakeholders
Synthesise research findings into clear problem statements and align cross-functional teams on priorities and approach.
Key Activities
- Journey mapping to visualise user pain points
- Problem framing workshops with cross-functional teams
- Prioritisation of opportunities based on impact and feasibility
- Alignment on success metrics and goals
Guiding Principle
Design thinking emphasises collaboration and shared understanding. I bring together diverse perspectives to ensure we're solving the right problem.
Example from Practice
I presented UX research findings to senior management using Miro boards, then facilitated cross-functional workshops to prioritise friction points and gain buy-in for the solution approach.
Strategic Decision Making
Make informed decisions about the solution approach, considering trade-offs, constraints, and long-term implications.
Key Activities
- Evaluate multiple solution approaches
- Assess trade-offs between competing priorities
- Consider technical feasibility and constraints
- Balance short-term wins with long-term sustainability
Guiding Principle
Good design requires making difficult choices. I use evidence and clear reasoning to make decisions that balance user needs, business goals, and technical constraints.
Example from Practice
We chose to optimise the existing workflow rather than completely redesign it, accepting the trade-off of deprioritising a new feature to focus on reducing job completion time by 50%.
Solution Development
Create and iterate on solutions that address user needs while considering system-wide impacts and design consistency.
Key Activities
- Apply UX principles (plain language, feedback, error prevention)
- Create prototypes for testing and validation
- Design system thinking for consistency and scalability
- Collaborate with engineering on feasibility
Guiding Principle
User-centred design guides every decision. Solutions must be usable, accessible, and delightful while fitting within technical and business constraints.
Example from Practice
I implemented plain language, contextual guidance, consistent button patterns, progress feedback, and error recovery paths to create a streamlined, mobile-first workflow.
Test & Measure
Validate solutions with real users and measure outcomes against defined success metrics.
Key Activities
- User testing with diverse participant groups
- Iterative refinement based on feedback
- Define clear measurement methodology
- Track quantitative and qualitative outcomes
Guiding Principle
Validation ensures we're solving real problems effectively. I combine qualitative insights with quantitative metrics to understand true impact.
Example from Practice
We tested with 8 contractors across different experience levels and locations, then measured outcomes 4 weeks post-launch, achieving a 67% increase in weekly job completion.
Learn & Iterate
Reflect on what worked, what didn't, and how to improve the process for future work.
Key Activities
- Post-launch retrospectives with the team
- Analysis of what drove success or challenges
- Documentation of learnings and best practices
- Identify opportunities for continuous improvement
Guiding Principle
Continuous learning is essential to growth. I regularly reflect on my process and outcomes to become more effective.
Example from Practice
The key learning was involving contractors earlier in the design process. Field observation revealed messy realities that internal testing missed, informing how I approach future projects.
Adapting the Process
This framework is intentionally flexible. Depending on the project, I might:
- Move faster through certain phases if there's existing research
- Iterate between phases as new insights emerge
- Spend more time in discovery for completely new problem spaces
- Run multiple cycles for complex, multi-phase projects
The key is staying grounded in user needs while remaining pragmatic about constraints and business realities.
View the Mobile App Contractor Workflow case study to see how I applied this process to a real project.