Be it regarding the market, similar products or potential users, research and facts are essential for creating the best product possible. This information can be sourced from statistics reports, interviews and other processes.
Creating personas and scenarios can help put a “face” to the product and tailor the design to their needs, helping the product on an empathy-level. This can also help determine a product’s goals and how they can be achieved.
Developing user flows can find key breaking points in a user’s process and remedy them, as well as determine the multiple ways a user may experience a product. Optimizing this flow to be as few steps as possible, while still getting things done, keeps both parties happy.
Labels need to be both easy to understand, as well as get the primary “point” across. Top-level labels can be just as important as sub-level labels, to help users always know where they are.
From low to medium fidelity, wireframes can help in both efficiency, as well as determining weak points in a design. If a wireframe is unclear, it’s almost guaranteed to final product will be as well.
Between each stage (wireframing, prototyping, and final products) there should be user testing and revisions. Conducting user testing can help find weak points in a design - be it that a call-to-action is being missed or a feature is too confusing to use.
After medium fidelity prototypes are finished, designs can start being put in place. Testing is important here as well, as choosing the “right” colours or images can increase conversion rates. Colours, typography, icons and images should all be relevant to both the audience and the product, and create a positive experience for the user.
It is important for designs to remain consistent throughout the product - utilizing similar colours in important areas or to act as a highlight for a critical feature.