PRINCIPLES OF DESIGN THINKING PROCESS
As a designer working for a client, first you need to understand your client’s needs. And then, when you start designing, you should teleport yourself into the mind of the user.
Who are the future users of a digital product you are creating, what makes the target audience distinctive, what are their habits, what is their online behavior like, where are the pain-points, what are the users’ needs that have to be fulfilled? Answering these questions may help you make a good start.
And, how can design thinking help you as you proceed?
In the first phase of web design project, the focus should be on empathizing with users’ needs. So, using the so-called empathy map should ease the process.
Empathizing with users means focusing on their experiences, especially emotional ones. For that matter, a helpful tool may be the so-called ’empathy map.’
Empathy mapping is a way to define a rough user persona and characterize your target users in order to make effective design decisions. You should pay attention to users’ need, goals, expectations, behavior, habits, and so on.
UX specialists from the Nielsen Norman Group (NN/g) have created helpful templates and examples of various maps that could be used during the design thinking process.
At NN/g, they define empathy map as a tool used for articulating what we know about a particular type of user, and they split it into four quadrants – Says, Thinks, Feels, and Does.
This way, a designer has an insight into the user’s perspective regarding the tasks related to the product. For every type of users, a new empathy map should be used.