To ensure that digital solutions are properly developed, according to the target audience, personas, and their pain points, it is essential to invest in Design. With that in mind, we interviewed Priscila Rodrigues, SoftDesign’s Lead Product Designer. In the content below, we explain how it helps to reduce uncertainty and increase user satisfaction.

If your startup or corporate still does not invest in Product Design, you are certainly wasting time, money, and relevance. To change this scenario, fill out the form below and talk to our specialists.

Product Design and Technology

SoftDesign – Design is one of the pillars of our work, and this is an area that has been growing a lot in the world of Technology. Why?

Priscila Rodrigues – Design has existed for a long time – since the Industrial Revolution – but the IT market still did not see its relevance. In recent years, we have been able to identify that this is an important and powerful tool, because without planning we cannot understand why we develop products and services. Technology without Product Design does not solve problems, it creates new ones.

To prove this idea, in 2018, the McKinsey consulting carried out a survey in order to understand the business value of design. The results obtained showed that corporates that use this knowledge effectively in their culture generated 32% more revenue and 56% more return to shareholders.

This is the largest survey ever conducted in the area, and its outputs make it clear that the market is increasingly aware of the importance of Design. Therefore, corporates that do not understand this will be at a disadvantage compared to others.

SD – In practice, what is the importance of Product Design?

PR – No one wants to consume a product that is not good to use, and this feeling does not come from nowhere, it is not just a personal view of the user. Its origin is often related to usability problems. Thinking about usability is precisely analyzing how a certain person will use an application, enterprise software or platform, and in what context this will take place.

It is impossible to develop a digital product without thinking about the user. If we want solutions to be desired and bought, we need to think about people. That is what Product Design is for. Moreover, it is through research and applications that we provide good experiences in digital products.

Experimentation is the key

SD – Product Design is present in all SoftDesign services. How does it add value in Product Conception and Experimentation?

PR – The first stage of research is carried out in Product Conception. Therefore, customers who use this service can be startups in their early stages or corporates creating solutions (either for internal or external use). At this stage, we seek to understand who the users affected by the product are and what their real needs are.

In Product Experimentation, the previously raised product and business hypotheses are put into practice to test user adherence. Its main mission is to find the product-market fit, that is, to prove that the product solves a pain and, in some cases, that the solution is profitable.

That match is what we seek to find in this service. However, customers often prefer to move from Product Conception directly to Software Development. It is possible, but depending on the case, we do not advise it. This is because the probability of something not working as idealized and with the expected return on investment can be high. We cannot predict user behavior when using a product for the first time. That is why many startups and corporates end up going bankrupt or pivoting their idea.

At SoftDesign, we understand that to streamline this process, the first step should be to test the product quickly and with the lowest possible investment to seek learning. A No-Code or Low-Code MVP, for example, is a simple option to test the idea in the company or market, verifying that the product has adherence and that we can reach the correct users.

Only after successfully completing this phase we can state the solution has a future; and only then we suggest a greater investment of time, effort, and money. We have this concern and transparency with our customers.

Real Problems Require Real Tests

SD – Being a human-centered company is one of SoftDesign’s main differentials. Therefore, research and testing of our products are conducted with potential users. Is that correct?

PR – Indeed. Surveys are conducted with real users using various techniques, always looking for profiles that match the business in question. A common mistake when starting a digital business is precisely to conduct these tests and surveys with friends or family. It is natural for such people not to want to displease us and, therefore, they say the idea is great and that they would certainly buy the product. However, there is no guarantee that this action will materialize in the future, as friends and family may not be the personas of the product.

In some cases, the entrepreneur may end up getting excited about these responses to the point of investing a considerable amount in the development of the digital solution. It is highly likely that his idea will not have the expected return. We look for users who really have a profile compatible with the product, to conduct clean research and tests, avoiding origin defects.

User Research in Practice

SD – You commented on several research techniques. How do we apply User Research in startup apps and corporate enterprise software, for example?

PR – Regardless of whether it is an app or a system, we first need to understand who its users are and the business context. That is the key point. Basically, User Research is to understand user behaviors and needs and there are several techniques available and in use even before Design was popularized, as they originate in Anthropology.

Therefore, what we do is understand which technique makes the most sense in the context we are working with, and how we can customize and mix approaches to reach the given objective. Thinking about it, it is essential that the person who works in Product Design understand research and have an analytical look.

At SoftDesign, we highly value dialogue, which is why we aim to understand who our users and stakeholders are. For this to happen, we conduct structured interviews or informal chats, which allow us to analyze beyond verbal language. We always suggest eye-to-eye conversations, even if they are held remotely. In addition to quantitative research, when numbers and whys must be understood.

The ideal is to make a match between tools and techniques since conversations can replicate a bias. We tend to say things that we do not necessarily do daily, because these actions are already automatic for us. It is precisely at this moment that we perceive usage addictions, but the user does not always notice this movement, as this process has already been naturalized.

The Role of Design in Software Development

SD – After the Product Conception and/or Experimentation stages, the product evolves into Software Development. What is the role of Designers in this phase?

PR – Product Design continues to be part of the development of the digital solution. It is not inserted only in the initial part of research and experimentation. Therefore, we can say that Designers who work in development teams are responsible for giving voice to users throughout the entire creation journey.

In an agile team, for example, in each sprint and release we continue to improve our understanding of personas, creating flows, testing, and validating whether what is being developed in accordance with the discoveries made in discovery stage – what we call User Experience Design (UX Design).

Through it, we ensure that critical issues for the user are not forgotten. We work with a focus on business objectives and continually validate these issues, especially during software development, as we have deadlines and features that need to be built.

In addition, Designers are responsible for materializing journeys, understandings, and interfaces – what we call User Interface (UI). In a product team, it is also our role to create style guides, prototypes and interactions, aiming at better usability.

User Experience X User Interface

SD – Are surveys also important to improve the User Experience (UX) and the User Interface (UI)? What is the difference between them? How do they impact product creation?

PR – Yes! Research is essential for us to create fluid and efficient experiences in the products we plan. UX is the User Experience, and it can be generated by several factors. One of them is precisely the Interface Design. In a simplified way, people who work on User Experience focus on research, creating journeys, designing flows, understanding usage and business.

The UI, on the other hand, is focused on the interface, which means that this Designer is the one who will transform the learning from research and user data into screens. At this stage, other architecture and information hierarchy practices, typography, accessibility, application of Gestalt laws, Nielsen’s Heuristics, color theory, among other things, come into play.

Finally, there is a series of essential knowledge to be able to provide a valuable experience from the interface. In addition to the flow and journey, the way the user is seeing and interacting with the product is important. Therefore, even though they have different focuses, UX and UI are complementary disciplines that must go hand in hand.

Click Here to Advance!

SD – In practice, it is this work that defines the location of buttons, in addition to how the user will navigate in each application, for example. Can we say that it is the role of the UX/UI Designer to reduce problems and make the journey more intuitive?

PR – Yes! These issues are predicted through Nielsen’s Heuristics, aiming to reduce the cognitive load, that is, the mental effort that the user needs to make to use an enterprise software, platform, or application. Questions like: should I include space between the numbers? Should I add a hyphen? These are examples of thoughts that represent an unnecessary waste of time and energy for the user.

This turns out to be a problem for the company, as every second wasted can impact thousands of conversions that will not happen, like the classic example of the $300 million button. For this reason, every detail matters and this is not an aesthetic issue, as the main objective is not to make it ‘pretty’.

Until recently, Product Design was seen as something superficial. However, its main function in technology is to achieve good usability and connection with users, and this is not achieved through the personal taste of Designers. There is even a strong connection between Design and Psychology, since all these sensations and experiences, whether good or bad, are built based on emotions and triggers.

Therefore, understanding people’s mental model and needs is crucial. For example, we are already used to clicking on an X icon to close something, that is, this is an already established mental model. If in the application that same icon behaves completely differently, that will significantly affect the user experience.

The Influence of Culture on Digital Products

SD – Do UX/UI Designers also need to be aware of behaviors and cultures throughout product development?

PR – It is important to note that the Designers on the team are not the end user. We are aware of what the best practices are, but the context of use is very particular, so it is not possible to simulate. Only the person who uses the product knows whether it is good for their needs. And, sometimes, that same person may even think he/she is satisfied, but we still must understand how long that person takes to perform an action, or to find certain information.

As designers, we do need to consider cultural issues. Remember that what is culturally understood in the universe of colors and usability in Brazil can be completely different in another culture/country. An example of this is Shein website, a Chinese e-commerce which bets on the excessive use of information – a reality that is different from European countries. Culturally this is how Product Design works for Chinese users. Other examples from the same segment are: Shopee and Ali Express.

The perceptions and language of these users are completely different from ours, and this impacts on the creation of products and services. Therefore, it is important to know and delve into the consumer universe to provide incredible experiences.

Design Consulting

SD – Product Design is also present in Consulting. How does this service work? What type of business and needs does it serve?

PR – Unlike Product Conception and Product Experimentation, which apply Product Design in the early stages of a business, Consulting is more focused on corporates that already have their digital solution available on the market. These customers already have a significant user base, but for some reason they are not getting the expected return.

Therefore, in the Design Consulting service, we analyze the product and its usability, and carry out qualitative and quantitative research using various techniques. Among them is Shadowing, which allows us to observe the person in their context of use or interacting with a product, allowing us to understand where the origin of the problem is.

Based on this study and in-depth analysis, we were able to propose improvements to solve the identified problems. Be it usability, suggesting new flows and interfaces, or the service. After all, there is no point in analyzing only the interface of an application, since sometimes the gap is in another part of the operation that is not working very well.

I believe that we would be irresponsible if we only delivered a part of the problem analysis. Our investigation seeks to understand the whole: where are the obstacles and how we – a software and technology company – will propose measures to solve them.

Don’t Forget to Rate the Service!

SD – Without a pleasant experience, the user will give up using a product. Is that correct?

PR – Yes! That is exactly why corporates that still do not understand the importance of Product Design lose customers. After all, through a simple Google search, users will quickly discover a competitor that is better prepared to meet their needs.

SD – That proves the importance of Product Design. Is representing the voice of the user the key to success?

PR – When I cited McKinsey’s research on the impact of design on business, and how much corporates benefit from it, I emphasized that this benefit does not come for nothing. Consumers need to be heard, mainly because there is a lot of competition and options available in the market.

If I do not like a product, I will just use another one. My money will go towards a solution that suits me better, and that really solves my problem. That is, corporates that believe that investing only in code is enough, have not yet seen the power of Product Design and, very soon, will be stuck in time.

Remember that ‘making it pretty’ does not bring results, it does not add value to the business. It is not possible to create a desired and successful product – that everyone wants to consume – without generating value for people. Design is much more than form, it is also context and function. You can develop the most amazing tool in the world, but if the user does not understand how to use it and if an emotional connection is not established, your product will not be adopted.

In summary, the person who works in Product Design is the one who connects all these parts, along with technology and the business. We are an ecosystem that works towards a digital product.

All For One, One For All!

SD – It is important to highlight that the Designer does not work alone. How does this interaction occur with the other professionals of a product team, such as Product Owners, Managers, QAs, and Programmers?

PR – Development teams are multidisciplinary. So, there are distinct roles. For this interaction to work, communication and dialogue are needed. In addition, each specialist has a different connection and interaction with Product Design.

For example, Product Owners, Managers and Designers work very closely, because while one looks at the business, the other looks at the user. These two visions need to be connected to define what needs to be prioritized, aiming that deliveries generate the greatest possible value within the agreed period.

Today, testing is much more about quality than just how it works. This means that this work is related to the user experience and, therefore, Designers and QAs need to look in the same direction, questioning themselves at all times: what level of quality do we want to deliver?

The same question is asked to  programmers. Therefore, one person depends on the other for a given product to be developed, and this interaction needs to be very efficient to respect established negotiations. Designers also need to know what the limitations of the chosen technology are: does it support interactive animations in its interface, for example?

For that, co-creation is constant, as well as refinement – an important stage of the project, as it is when the team meets to analyze the proposed solution – identifying technical and feasibility issues. We are specialists, each with a different expertise, seeking to achieve the same result: incredible digital products.

Product Design at SoftDesign

SD – What is the profile of Designers at SoftDesign?

PR – Our Designers have a more generalist profile, as we work in all stages: from discovery to delivery. For this reason, we conduct research, analysis, and journey definitions, as well as the creation of interfaces and usability tests.

In addition to these hard skills, we also value soft skills, as we understand that being technically good is not enough, you also need curiosity and autonomy. The person specializing in Product Design needs to be curious and have an active voice. We represent users throughout development and need to be able to communicate their needs.

O post The Importance of Digital Product Design apareceu primeiro em SoftDesign.

In the Development of digital products, Design appears in the interfaces of applications, systems, and platforms; and in the journeys and user experiences. Did you know that the area also supports the inception of digital solutions and their commercialization? 

In the following article, we will discuss concepts of some types of Design, in order to clarify the various functionalities of the area so that you can choose one that suits your business.

The design gives forms to ideas

There are several currents and trends that propose to conceptualize Design. In the book Design – History, Theory and Practice of Product Design, the author Bernhard E. Bürdek points out that most people’s lives are no longer imaginable without design. “Design follows us from morning until night: at home, at work, in leisure, in education, in health, in sports, in the transport of people and goods, in the public environment – everything is configured consciously or unconsciously”, he defines.

For the author, we communicate with people and define social groups through products. To understand this idea, just think about Apple. Anyone who has a device from this brand ends up belonging to a certain social group. In fact, Apple uses this awareness to create targeted advertisement that talks to this audience and further strengthens the sense of being part of such a community.

The definition by Tai Hsuan-An, author of the book Design: Concepts and methods, completes that of Bürdek, but relates more to the work of the designer: “Design is simply the professional activity that involves the entire process of creating and developing products, in order to meet the needs of the population in favor of a better and more pleasant life. These products are extremely varied in size, function, utility, style, material, complexity, quantity and breadth.”

In other words, design has the function of giving form to ideas and being the basis for the creation of products and services that meet people’s needs. But after all, what are the most known types of design in the universe of digital products, and what is their importance in the innovation journey?

Form, Function, Experience and Interface

Graphic Design is present in a very visible way in our daily lives. Its functionality consists of applying the art of design in graphic pieces. In these projects, the Designer creates solutions for digital and printed materials, which will be used in social networks, e-mail marketing, magazines, books, packaging, etc.

For this, it is necessary to have knowledge in visual communication, texts, typography, colors, layout and image editing software such as Photoshop, Illustrator and Canva. The main objective is to organize the most diverse information and convey a message that is clear, useful and interesting to the target audience. 

Web Design is also one of the types of design. This aspect is fully connected to the internet universe, focusing on the creation of digital interfaces for websites. In this area, knowledge in HTML and CSS is crucial; after all, Web Designers are responsible for creating online pages. In this sense, creating quality interfaces has to do with some non-aesthetic factors, such as the image size, which impacts: page loading speed, and layout flexibility, which concerns the responsiveness of the websites.

Additionally, there are other types of design focused on digital solutions, which are very important to ensure the best usability. This is the case with UX Design. When we talk about User Experience (UX), we bring the needs of users and businesses to the heart of the debate. Among the responsibilities of UX Designers is the understanding of the product user, for better creation of user journeys. This professional may also be responsible for writing explanatory texts that make up the solution, an area called UX Writing.

When it comes to User Interface (UI), the main concern is to create the screens of the digital product. In this area, UI Designers are responsible for defining colors, typography, composition, Information Architecture, Interaction Design and UI Guidelines (iOS and Android) so that users can use the products in a simple and intuitive way.

Think Like A Designer

We have already realized that in our routine we are impacted by design daily – both in physical and digital products – and that for the most different types of design there are the most varied forms of application. However, one area that we don’t always understand is Design Thinking. Much more than a buzzword in the technology world, this approach can be an excellent ally to solve problems and make important decisions that drive business evolution.

In the book Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation, Tim Brown points out that Design Thinking explores capabilities that we all have, but which are neglected by more conventional problem-solving practices. “Design Thinking depends on our ability to be intuitive, to recognize patterns, to construct ideas that have emotional and functional meaning, to express ourselves in ways other than words or symbols. Nobody wants to run a business based on feeling, intuition and inspiration, but relying too much on the rational and the analytical can be just as dangerous.”

In recent years, large companies and startups have adopted this approach in their creation processes, with the mission of improving solutions and seeking innovation. Design Thinking can be applied to the development of applications, systems and platforms, and if you are thinking of creating a digital product, you will certainly need to use it. However, exploring this universe alone can be risky. After all, the approach has specific tools and practices that require knowledge. At SoftDesign, we solve problems based on the designer’s way of thinking through Design Thinking. Thus, we seek to understand the user’s perspective to test ideas and ensure the creation of an ideal product.

Design Is For Everyone

But we don’t use just Design Thinking. UX and UI Design also support us in various ways in our services. They are the starting point for investigating and understanding scenarios, problems and behaviors. Through them, we raise hypotheses, improve processes, create solutions and transform ideas into desirable products.

• Product Conception: in this creative process, we use theories and knowledge such as Design Thinking, Design Sprint and Lean Startup to establish project goals, plan development and define investment.
• Product Experimentation: we put the idea of your solution in the hands of users to validate hypotheses and experiments. Thus, we help you to save time and ensure investment security.
• Software Development: our product team has knowledge in UX, UI and Research, which allows us to create user-centered solutions. As a result, we deliver applications, systems and platforms with excellent usability.
• Consulting: to improve your users’ experience, we carry out diagnosis and implementation of strategic solutions focused on User Research, User Experience and User Interface.

Now that you know, what types of designs need to be integrated into the development of your digital product, fill out the form below and talk to one of our experts. Together, we can shape your ideas.

O post Types of Design: Identify What Kind Your Company Needs apareceu primeiro em SoftDesign.

However, talking about these topics leads us, almost automatically, to think about complex resources. Approaching these issues is basically exclusionary thinking, which makes undeniable realities and inequalities of the world invisible.

Assistive Technology

In the field of education, for example, this subject permeates variable technological possibilities. When speaking about the concept of Assistive Technology*, we are referring to products, resources, methodologies, strategies, practices and services that aim to promote usability related to the activity and participation of people with disabilities, impairment or reduced mobility, aiming at their autonomy, independence, quality of life and social inclusion.

Only from this perspective is it possible to verify a range of opportunities to create and develop products and services for the benefit of people. In Brazil, the results made available by the 2010 Demographic Census carried out by the Brazilian Institute of Geography and Statistics (IBGE) – which sought to identify the visual, hearing, motor and intellectual disabilities of the Brazilian population – indicate that 45.6 million people, a value equivalent to 23.9% of the population, stated to have at least one of these deficiencies.

The expressiveness of the numbers presented by the IBGE (2010) reinforces the need for actions to redress inequality. The anthropologist and university professor, Débora Diniz (2007), establishes that “the challenge is to affirm disability as a lifestyle”, as it is still treated from stigmatizing stereotypes and pointed out as a personal drama instead of being seen as a matter of social equality.

IT as an agent of transformation

With regard to issues of social equality, the IT area has an important role and can serve as an agent of transformation. Professionals who work in creation and development can be concerned about turning diversity and inclusion into a magnifying glass that directs its attention to the most varied realities of society.

Understanding the paths that are already possible, within technology, and enabling the various forms of accessibility starting from digital transformation, where more and more software and hardware are being designed to facilitate the daily lives of all people, are the first steps to encourage accessible and truly inclusive digital products to be part of the world reality.

Inclusive Design

Within the field of Design studies, considering the importance of aiming at the inclusion of social diversity, its variations and encompassing capacities, needs and aspirations – without special adaptation or specialized application of products and services – falls into the Inclusive Design perspective (CLARKSON et al, 2007).

This concept applied to the development of products and services “brought awareness about the importance of design for the inclusion of people with disabilities” (BISPO, 2018), in the same way that it can affect changing mentalities and fighting stigmatizing stereotypes. These not only concern people with disabilities, but the entire population that is excluded or segregated by the development of projects that do not aim at reflecting on their existence even before the stage of ideation of a digital product.

Existing resources

It is important to remember the existing resources that make products more intelligent, accessible and inclusive, such as voice recognition technology. This technology allows automation by voice command and facilitates the control of machines and equipment by people with mobility limitations.

Another example is the structuring of forms that have easily identifiable fields and possible interaction for visually impaired or blind users. These forms should also validate the relevance of questioning the user about more personal information, such as gender identity and sexual orientation. The latter, being necessary for the information one wants to obtain, need to contemplate human diversity and make it possible for people to feel comfortable and not be induced to mark options by mere bureaucracy and by binary logics of existence.

In general, all these issues are part of the structuring and development of resources oriented towards diversity and inclusion, and that promote humanization, recognition and emancipation through technological resources, made by people for people. We need to continually evolve them, encouraging teams to question how diverse and inclusive the digital products and services they create are.

*Concept defined by the Technical Assistance Committee (Comitê de Ajudas Técnicas – CAT) of the Brazilian Ministry of Science and Technology (2007).

Bispo, R. J. C. L. (2018). Design contra o estigma (PhD Thesis, Universidade de Aveiro). Available at https://ria.ua.pt/handle/10773/24793

Diniz, D. (2007). O que é deficiência. São Paulo, Brazil: Brasiliense.

O post Assistive Technology and Inclusive Design: possible paths apareceu primeiro em SoftDesign.

Thus, before approaching the principles of good design, it is important to cite the contribution of the German designer and theorist Gui Bonsiepe (2011, p. 21)*. He defines it from a humanist perspective, understanding it as “the exercise of design activities in order to interpret the needs of social groups and develop viable, emancipatory proposals in the form of material and semiotic artifacts”.

Gui Bonsiepe. Source: https://estacaoq.com.br/2019/2019/01/24/astronauta/.

Less But Better

From this perspective, the field is understood as resource-oriented to the process of identifying and solving demands, as well as to the potential for individual and social development.

With this in mind, and understanding its role as a design tool that permeates the stages from Product Conception to the final realization of a product, understanding the principles of good design is the first step to developing more consistent, viable ideas that have a sense of existence and meet the needs of real people.

Dieter Rams, a German designer known for his contributions to the products of the company Braun and the iconic phrase “less, but better”, was also responsible for defining the Ten Principles of Design. Its purpose was to qualitatively evaluate any design product, be it a physical product or a digital interface product.

Dieter Rams. Source: https://designwanted.com/design/dieter-rams/.

According to Rams, the Ten Principles of Design are:

1 – Is Innovative

The first principle is established from the ability of a product to keep itself in constant evolution and to walk in parallel with technological development. Consequently, good design is characterized as innovative.

2 – Makes a product useful

The second principle is how much this design makes a product useful, being responsible for not only aesthetic criteria, but also functional and psychological ones. Here the emphasis is on its usefulness and the reasons why this product was designed.

3 – Is aesthetic

Even so, it is understood that aesthetic quality is also influential in the acquisition and use of a particular product. While guaranteeing functional quality, the third principle of good design is identified as aesthetic.

4 – Makes a product understandable

In addition, it should also clarify the product’s structure objectively and boost user intuition. Thus, as the fourth principle, design also helps in understanding the product.

5 – Is unobtrusive

The fifth principle is related to ensuring that the product is discreet, insofar as, despite the aesthetic aspect mentioned above, products are not decorative objects and must serve a purpose.

6 – Is honest

The sixth principle is related to its honesty, that is, it should not manipulate the consumer in order to sell something that it is not.

7 – Is long-lasting

Heading in a direction against the discard system and culture currently adopted by society, the seventh principle refers to the timeless potential that a given product has, with it being considered long-lasting.

8 – Is thorough down to the last detail

This long-lasting quality is also linked to the care and precision in details, with no unnecessary information being inserted by chance. Thus, the eighth principle of design is to be thorough down to the last detail.

9 – Is environmentally friendly

Knowing that such principles are intended for applications to physical and digital interface products, Dieter Rams also understands that design is sustainable and plays an important role in caring for the environment, configuring it as the ninth principle.

10 – Is as little as possible

For the last principle, we have the definition of simplicity, understanding that less is more by focusing only on what is essential. Design does not stand out from the purpose of use, but contributes to the purpose being emphatic and providing a unique experience.

Inclusion and diversity are essential

In addition to Dieter Rams’ considerations, it is worth mentioning that good design cannot be achieved without inclusion and diversity. The lack of resources given to this theme not only negatively affects the products – which end up not being suitable for the breadth of the audience to which they would be destined – but also within the institutions themselves. It is necessary to think about this diversity of professionals who bring different perspectives to the support and technological development of new products.

Soon, I will publish a number of articles on the topic of Inclusion and Diversity in Digital Products. Stay tuned!

*Bonsiepe, G. (2011). Design, cultura e sociedade (Design, culture and society). São Paulo, Brazil: Blucher.

O post The Ten Principles of Design apareceu primeiro em SoftDesign.

The first article in this series explored the profiles, roles, and expertise needed in a product team. The second article delved into the Product Owner (PO) universe to understand his role in the development journey. To end the series, in the next article we will address the role of Developers and Testers.

Why do we need Designers?

A decade ago, it was rare to see designers working with technology teams to build software. So, what happened since then that made the role of the Designer become so fundamental?

The truth is that the reality in the IT universe has changed a lot in the last decade. Some of these changes are:

• Popularization of technologies;
• The exponential increase in the supply of digital products on the market, and in competition between them;
• Users easily switch from one product to another and reduced overall brand loyalty;
  The growth of social networks and communities of influence leads people to adopt and “cancel” products quickly.

These changes have made users more demanding: today they expect a better experience. People want quick responses, easy access to information, uncomplicated processes, consistency across a brand’s various channels, and a clear and inspirational value proposition.

In the past, in a market with few solutions, Design focused on UX (User Experience) emerged as a differentiator on which very innovative brands relied to seek growth. Today, in a market full of products and demanding customers, design has become essential for a successful product.

Is design’s purpose to make products more beautiful?

Actually, Design is much more than that. Since the discipline began to develop in the so-called Modern Design, from the Bauhaus period, there is a definition that design should be concerned with two inseparable issues: form and function.

Within the concept of form, there is indeed the aesthetic component, where beauty is part of the concerns. However, design is also concerned with function:

• How will the product be used?
• What is it for?
• Does it meet a real need?
• Is it convenient to use?
• Is it satisfying to use?

In other words, Design is not about beautifying a product, but about planning it so that it is both aesthetically and functionally pleasing. For Mira Hennemann, UX/UI Designer at SoftDesign, “design is understood as a project tool that enhances individual and social development, based on the identification and solution of problems; in the same way that it emancipates users from the use of these digital products on a daily basis”.

UI Designer or UX Designer: What do I need?

This very important question leads us to clarify the different areas of Design. The discipline is very broad and includes everything from designing industrial products to creating posts for Instagram, for example. Therefore, it is common not to know exactly what we need.

In a digital product, the subareas of Design that matter most are:

UI Design – is the part that is concerned with creating the interface. In the most common software, the interfaces are screens, but nowadays there are other types, such as voice interfaces. Within this area, we have:

• Colors, Typography and Composition – everything in the interface needs to be thought out in order to convey the message we want because the elements have meaning and impact! A well-known example is an increase in clicks on an e-commerce purchase button, depending on the color of that button.
• Information Architecture – how to organize the elements and the contents in the interface, with hierarchy, structure, etc., so that the user understands what he sees and finds what he needs.
• Interaction Design – focused on user interaction, including issues such as success and error feedback, the possibility to undo actions, etc.
• UI Guidelines – are guides to be followed so that the user can use the product in a specific environment. For example, iPhone and Android users have very different guidelines!

UX Design – is the part concerned about the user’s experience with the product, including:

• Value Proposition – does the product we are going to build solve a real problem for the customer? Does the customer see enough value in this product to use it?
• User – who is our user and how does the product fit into their routine?
• Journey – what is the customer’s path when using the product, from the moment he discovers the product? What touchpoints does he have with the product on this journey and how do those touchpoints affect his satisfaction?
• Onboarding – how are we going to help customers in their first experience with the product?
• Retention – what mechanisms do we need for the customer to continue using our product?
• UX Writing – is concerned with writing explanatory texts and messages displayed to the user.

User Research – is the area dealing with research and data collection, including but not limited to:

• Interviews – a technique for collecting data through a structured conversation with users.
• Observation – a technique for collecting data by observing users in their real environment.
• Usability Testing – a technique for testing and collecting feedback on the product.

It is worth noting that these areas are not completely independent; they interact and influence each other. For example, UI is a part of UX, and UX is not defined without Research. The separation is more for instructive purposes, to help organize all topics of interest.

In addition to these areas, there are still other areas of Design that can be important for a digital product, but that is not part of the product team. For example:

Brand Design – if you are creating a product, you may also need a branding effort, which includes designing the brand’s symbols or logo.

Design of material for product marketing – if you are going to promote your product in the market, you will also need a designer to create advertising material, campaigns, and sales or product presentation materials.

How does a designer affect the product?

The expected result of the Design work is to improve the following product factors:

• Usefulness: Is the product useful and connected to the real needs of users?
• Value: Does the product offer something of value to the customer?
• Findability: Can the user understand the product proposal and find its usefulness?
• Usability: Can the user use the product to achieve his/her purposes?
• Accessibility: Can users with permanent or temporary limitations also access the product’s utilities?
• Reliability: Do people believe in the product, and trust that it will deliver what it promises?
• Desirability: what emotions does the product evoke in those who use it? Do users have positive emotions that make them want the product?

Can the designer work only on the definition of the product?

This is a question we’ve been asked a few times. Why does the Design person need to be part of the team? Why can’t the Design person act just at the beginning, “create the UX”, with the product team then following the definitions throughout the development?

Well, actually, the design doesn’t “create” the UX. What the Design person initially does is propose a solution that he or she believes is adequate. Experience, however, is what the user actually experiences when using the product.

This is where the iterative nature of product development comes into play: a first version is put to use or tested with a small group of users; feedback is collected, and the product is tweaked to improve the experience.

Therefore, the Design person has a continuous role, iterating and continuously evolving the user experience proposition, in addition to creating the UI of new functionalities. According to Pricila Sales, UX Designer at SoftDesign, among the principles and practices of a designer we have strategic performance, which goes far beyond the initial stage of definition. “We continually seek to identify opportunities, as well as to promote the construction of products that allow a good consumer experience and that provide prominence, generating value for the business”, she emphasizes.

How is the daily life of the Design person in the product team?

The Design person works very closely with the Product Management person. This duo works together all the time in activities such as:

• User research and testing;
• Analysis and proposition of solutions;
• Meetings with the team to refine and debate the proposed solutions;
• Testing of solutions, creating prototypes, improving them through validation, and testing with stakeholders and users.

Each planned solution then needs to be detailed, which requires some solitary work in which the Design person will structure:

• Flows, to analyze and propose the interaction;
• High-fidelity prototypes, which represent the UI, with all the details, such as sizes, spacing, colors, messages, etc.

In addition, Designers work closely with the team during the development sprint, actively participating in day-to-day activities to clear up doubts and, mainly, to reconcile the proposed Design with the restrictions and possibilities of technology.

One designer or multiple designers?

To conclude, the last question that we will answer is about the number and specialty of Designers that should compose your product team. In an early-stage product, when only one team is working and you have up to five engineers involved, one design person is likely able to meet the demand. This number is a proportion that is accepted in the market, according to the NN Group’s survey. Also, at this stage the Design person will probably be a generalist, accumulating UI, UX, and Research tasks.

However, as the product evolves, the team will grow and complexity will increase. Therefore, it is normal not only to increase the number of designers but also to start working with people specialized in each area.

Designers at SoftDesign

In our work process, designers participate in the Conception of new products and throughout the life cycle of Development, performing activities focused on UX, UI, and Research. At SoftDesign, our main mission is to deliver products that will be used, loved and that generate value and in order to achieve this, design work is essential.

If you need help creating useful and desirable products, proposing user experiences, and developing successful products, please contact us using the form below. Together, we will connect technology, design, and strategy!

O post The Designer´s Role in The Product Team apareceu primeiro em SoftDesign.

Organized Schedule

Product Conception is a creative process. Therefore, sometimes we need more time to mature ideas and prototypes. We carry out all the steps in a very calm and safe way so that the client understands that there is a certain logic, even if we are open to adjustments during the process when necessary.

Collaboration Culture

Multidisciplinary Method

The six main steps of SoftDesign’s Digital Product Conception.

Learning for Other Projects

Project Risk Reduction

When we present data, we can help entrepreneurs choose the path that makes the most sense. We do not work on Product Conception as a way to sell software; our focus is on the design of the product or service. We are completely honest about the project’s risks and feasibility.

Expected Results of Product Conception

O post Digital Product Conception: why choose SoftDesign? apareceu primeiro em SoftDesign.