New Product Features: Process, Negotiations, and Mistakes

Contents:

• Preparatory stage
• User analysis
• Design
• Testing
• Product maintenance
• UX/UI designer mistakes

Designers often want to jump right into creating buttons to quickly demonstrate their work to clients. However, this approach can lead to problems during the presentation stage that could have been avoided with more thorough preparation. Proper design development at the initial stages minimizes risks and makes the project more successful.

In this article, we'll discuss how to correctly formulate hypotheses during the development process and why it's inadvisable to immediately create visual elements like buttons. Formulating correct hypotheses is a key step in any project, as the success of subsequent actions depends on them. Instead of rushing into design, it's important to first analyze user needs and collect data. This will allow you to create more accurate hypotheses that will later help in developing the interface and functionality. Only after carefully studying the hypotheses can you move on to design and creating interfaces, which will ultimately lead to a more effective and user-friendly product.

UX/UI designer specializing in the development of complex services and mobile applications. He also runs a blog dedicated to design issues and relocation processes. In his work, he strives to create intuitive interfaces and improve user experience, sharing his knowledge and expertise through articles and reviews on the blog.

Preparatory Stage

The beginning of any project usually involves a meeting with the client, where a detailed study of the existing conditions takes place. It is important to clarify the purpose of the product, the problems it should solve, and the business goals for the future. It is also necessary to take into account the presence of a competitive analysis and set a deadline for implementation. A key aspect is defining the success metrics that will be used after the product launch. It is important to understand whether the product will develop iteratively or will be released once and remain unchanged.

At the moment, I have only conducted in-depth interviews. Their structure includes the following elements:

Before starting to solve problems, it is necessary to clearly define the existing problems. Analysis of the current situation will help to identify the main factors that require attention. Key aspects in this process are collecting information, analyzing data and identifying cause-and-effect relationships. Defining problems allows you to formulate the goals and objectives needed to solve them, as well as develop a strategy aimed at improving the situation. Effectively identifying and clearly understanding problems forms the basis for successful decision-making and implementing necessary changes.

Hypothesis generation is a key step in the research and analysis process. This process involves formulating assumptions based on available data, which allows you to identify possible relationships and patterns. Effective hypothesis generation contributes to a deeper understanding of the problem under study and facilitates further testing and verification. When developing hypotheses, it is important to rely on facts and use critical thinking to ensure their validity and relevance. Well-formulated hypotheses serve as the basis for further research and can lead to significant discoveries.

Defining hypotheses for testing is an important step in the research and analysis process. At this stage, it is necessary to clearly formulate the questions and ideas you plan to test. Effective hypotheses should be specific, measurable, and relevant to your field. This will not only allow you to obtain reliable results but also make valuable changes to your strategy. Ensure that each hypothesis is based on preliminary data analysis and logical conclusions, which will significantly increase the chances of success in the research.

Creating an interview guide is an important step in preparing for a successful conversation with a candidate. In this guide, we will cover key points that will help you structure the interview process and obtain the necessary information about the candidate.

The first thing you should pay attention to is defining the objectives of the interview. Clearly formulate what skills and qualities you want to assess in the candidate. This will help you ask the right questions and focus on the important aspects.

The next step is formulating questions. Questions should be open-ended and aimed at identifying the candidate's experience, professional achievements, and motivation. Don't forget to include questions about specific situations in which the candidate applied their skills.

It is also important to pay attention to the structure of the interview. Start with easy questions to get the candidate comfortable with communication. Gradually move on to more complex topics. This will create a comfortable atmosphere and allow the candidate to open up more fully.

Don't forget about time. Determine the interview duration to avoid protracting the process. This will help you use both the candidate's time and yours effectively.

Finally, after the interview, it's important to take notes on the candidate's impressions and responses. This will help you in subsequent comparisons and decision-making. A well-written interview guide will provide a deeper understanding of the candidate and increase the chances of a successful selection.

Conducting user interviews is a crucial step in the product development process. It allows for a deeper understanding of the needs and preferences of the target audience. During the interview, ask open-ended questions to help uncover users' true motivations and challenges. It's also important to create a comfortable atmosphere so respondents can freely share their experiences. Analyzing the information obtained will help improve product quality and increase user satisfaction. A well-conducted user interview facilitates more precise fine-tuning of functionality and design, which ultimately leads to a successful launch and marketing campaign.

Formulating insights is a crucial step in data analysis and decision-making. At this stage, it's essential to clearly and concisely highlight key findings based on the collected data. Insights help to gain a deeper understanding of customer behavior, identify trends, and identify opportunities for business improvement. Properly formulated insights ensure they are accessible and understandable to all stakeholders. This allows not only to optimize current strategies but also to develop new solutions that can lead to growth and increased efficiency. Thus, formulating insights is the foundation for the successful implementation of business plans and strategies. Don't hesitate to ask any questions, even if they seem inappropriate. It's better to linger in the study and clarification phase than to miss important information. What seems obvious to you may be completely incomprehensible to others. Openness to questions promotes better understanding and knowledge sharing. I've never received a technical specification, read it, and then immediately got down to work. No matter how detailed the specification, it's always preferable to hold a discussion call. This helps clarify details, avoid misunderstandings, and significantly improve the quality of the end result. Many clients don't understand what a technical specification is. Often, they come with a simple request: "I want a website." In such cases, the developer must independently create the technical specifications. This includes analyzing the project goals, defining expected results, methods for measuring success, selecting the necessary permissions and development platforms. Properly drafting a technical specification ensures clarity and understanding between the client and the developer, which ultimately leads to the successful completion of the project.

If your client is looking to increase subscription sales, it is important to consider specific aspects of this process. Before reaching out to users, the designer needs to collect data on current subscribers: how many of them are actively paying for a subscription, how long they have been using the paid version of the app, what is the customer retention rate, and at what stage users make a purchasing decision. This information will help form a more effective strategy for increasing sales and improving the user experience.

User Analysis

Currently, when working with finished products, I always go through a specific path on the site, analyzing scenarios and tasks. There can be many different scenarios on the platform, and my main task is to unravel this tangle. If ambiguities arise, I conduct interviews with users or consult with a manager. Usually, I then study existing solutions and evaluate the possibility of adding a new feature. This allows us to optimize processes and improve the user experience.

We often receive requests with very specific tasks, such as: "We have a block, we need to add a button." However, it's not practical to immediately begin working on such tasks, as this is already a design solution proposed by the manager. It's unclear what data or analysis led them to conclude that a button is necessary and how this will impact the solution to the business problem. It's important to first conduct an analysis to understand how design changes can improve the user experience and lead to the achievement of business goals. This will help avoid ineffective solutions and ensure a more holistic approach to design.

When I'm approached with a specific task, I strive to understand it from the perspective of someone without specialized knowledge. In this process, I ask questions: why was this particular solution chosen, why this approach is used, why certain elements need to be added. Based on the answers received, I formulate an optimal solution, which may differ from the original task. This approach allows for a more efficient and understandable result.

As part of a project with a PIC bearing seller, I analyzed problems in the B2C segment on an existing portal. Customer support users sometimes directly reported difficulties with performing certain actions or finding information on the site. Additionally, the client had clear goals: attracting 20-30 regular customers and sellers willing to renew their listings on the platform. To achieve these goals, we developed hypotheses based on data obtained from technical support requests.

Let's consider the example of the relaunch of Kinopoisk in 2015. In this case, a key factor was the large-scale changes that were implemented immediately. Users accustomed to the familiar interface knew the platform so well that they could find the films they needed without much effort. However, when faced with the new design and functionality, they found themselves in a situation where, instead of simply watching a film after work, they had to navigate an incomprehensible interface and new features. Such an abrupt transition may cause user dissatisfaction and negatively impact their experience.

Large-scale updates should be approached gradually, implementing changes and training users iteratively. Negative reactions are inevitable, since any innovations are perceived as complex and incomprehensible. Large companies understand this. However, after a month, users adapt to the changes, and after six months they can no longer return to the previous version. This approach helps minimize negative impacts and facilitate a smoother transition to new functionality.

If major service updates need to be implemented, it's important to provide users with the ability to easily stay on the old interface. A recent update to the VKontakte app is an example, which allowed users to switch to the previous design with a warning that it would be deprecated soon. Implementing onboarding is also key. This helps users become familiar with the new features, understand how to use them, and explain the global mission of the updates, which contributes to a better perception of the changes.

Design

Depending Based on the task at hand, I am able to design a high-level architecture. On a large project, this typically includes structuring, creating the architecture, developing a flow and prototyping. If we already have an existing design system and its development is not required, I can offer my own visualization options. At this stage, I try not to spend an excessive amount of time so as not to distract from the main goal of the project.

After receiving feedback, I refine my solution. Then we again move on to the approval and feedback stage. Usability testing may be carried out at this stage, or, if the project is sent straight to development, I prepare the necessary documentation.

Testing

Testing is an important stage in any research process and its necessity is determined by the goals, available time and budget. First of all, it is important to clearly define what results you want to get from the research. Without a clear goal, testing can turn into a pointless exercise. By setting specific goals, you can use your resources effectively and gain useful insights. Simply demonstrating your solution to your target audience is often enough to encourage them to evaluate your work from a new perspective. It's recommended to provide them with a specific task, such as finding a ticket from Moscow to St. Petersburg for March 20th. Observing how users achieve their goals will help you better understand their behavior. It's important to remember that users aren't experts and won't be able to answer the question "How do I do this?" However, they can help you identify the reasons behind their actions and how they use your app or service. This understanding will allow you to improve the user experience and tailor your product to the real needs of your customers. If you lack the resources and time to conduct user surveys, consider A/B testing. After completing the necessary preparatory steps, you'll have enough data to generate hypotheses. These hypotheses can be tested on real users or in an existing product. A/B testing allows you to optimize the user experience and increase conversion based on actual audience preferences.

Testing is a flexible process, and in some cases it may be unnecessary. For example, if there are proven patterns that don't require additional analysis, or when you can rely on your own design experience. Research is an important tool for understanding user needs and creating a high-quality product. However, it's important not to overdo it, as with experience comes expertise, allowing designers to make informed decisions without the constant need for testing.

The broader your approach to decision-making and design, the higher the quality of the final solution will be. In a 2019 study, researchers examined the appeal of images and text on social media. The results showed a direct correlation with in-depth interviews: if a user is presented with two posts—one with an image and one without—they are more likely to say that the post with the image is easier to process and evokes more emotion. This highlights the importance of visual content in modern communications and its role in capturing user attention.

Research allows for the analysis of existing data, eliminating the need for user surveys. This allows for a more focused focus on specific product usage patterns, leading to a deeper understanding of consumer preferences and improved product and service quality.

The "Fewer Clicks, More Sales" study demonstrates the importance of simplifying the purchasing process. Two scenarios can be considered: one with ten steps and one with only two. Clearly, the second option will have a higher conversion rate. However, testing a full ten-step process can be extremely costly. A much more effective approach would be to test how these two steps can be optimized to improve performance. This targeted analysis will allow you to refine your solution and make it more effective at solving a specific problem and meeting customer needs.

If you have a limited research budget, such articles can be a valuable resource during design. The next time your manager suggests adding additional steps to the payment form, you'll have more arguments to convince them to abandon the idea.

Product Maintenance

Every project I work on goes through a design review after it goes into development. I carefully check the completed mockups for compliance with the original designs in Figma, leaving comments and feedback. This process is an integral part of the work of a UX/UI or product designer, not a separate service. Design reviews ensure high quality of the final product and allow you to identify potential inconsistencies early on, which significantly simplifies further work and increases user satisfaction.

I conduct design reviews, analyzing the compliance of mockups and the correctness of the layout of all components. During the process, I evaluate the functionality of the elements and their interactions. For example, if mockups are presented in a static form, it can be difficult for developers to understand exactly how a particular element should work. In such cases, I carefully monitor all the details to ensure the correct display and functionality of the design.

In large products, the designer remains constantly involved even after their launch. They fix bugs, refine the product, and incorporate user feedback. A prime example is Apple, which regularly releases iOS updates despite initial issues such as lag. This is clearly illustrated by the launch of Apple Maps in 2012, when the app was plagued by numerous flaws. This approach to work is an integral part of the product life cycle.

In practice, there is not a single case when the launch of a product or a new feature would be error-free. This is not necessarily due to shortcomings in the team's work or insufficient attention to detail. It is impossible to fully predict all possible problems. Errors can surface even after thorough testing.

During project maintenance, you can clearly evaluate the results of your efforts. Working with a product is particularly rewarding, as it provides the opportunity to experience the entire process—from development to analysis. It's important to see how the implemented solutions impact users and the business. This approach allows not only to improve the product, but also to increase its competitiveness in the market.

In freelancing and in a studio, you often hand over a task to a client, and it continues to exist independently. In such situations, it's more difficult to evaluate the final results of the work. The team's primary goal isn't to avoid mistakes and achieve perfection, but to reduce the severity of errors, resolve them promptly, and pay close attention to any issues that arise. This helps maintain the quality of work and improve customer interactions.

If you're interested in working with the product, I'm ready to share my experience during a consultation.

UX/UI Designer Mistakes

In my work as a course mentor, I often observe beginners jumping into drawing without proper preparation. For example, when developing a website, it's crucial not only to find references but also to create a clear onboarding process. Students often find one or two examples and believe that's enough to get started, but this approach limits their creativity. To develop their imagination, they need to delve deeper into research, analyze various sources, and gather more inspiration. This will help create more original and high-quality design solutions.

Developers often ignore corner cases, which can lead to user experience issues. For example, creating a checkout form without considering possible errors and empty states can confuse users. Consider what happens if the user, after filling out part of the form, decides to exit. It's important to determine in advance whether the entered data will be saved or lost. Properly handling corner cases helps avoid negative consequences and improves the overall user experience.

The main mistake many developers make is trying to create something completely new, even when it doesn't make sense. For example, familiar actions like filling in fields or selecting a date on a calendar have established and well-understood scenarios. Leading companies like Google and Apple adhere to standard approaches, while some developers try to implement unconventional solutions, which can lead to confusion and a poor user experience. Maintaining familiar interfaces and interactions not only simplifies use but also improves user satisfaction.

Sometimes I wonder, "How do I use this tool correctly?" It's important to analyze the work of others and understand the reasons behind their decisions and approaches. This analysis helps you think more critically about your own projects and ask yourself important questions as you work. This helps develop your skills and improve the quality of your created content.

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Materials on product design are an essential source of information for professionals in this field. Product design covers many aspects, including user research, prototyping, and testing. Studying various materials, such as articles, books, and video tutorials, helps designers improve their skills and stay up-to-date with the latest trends. High-quality resources on product design can include case studies of successful projects, tips on using design tools, and methods for working with teams. These materials can significantly improve your professionalism and help you create effective and intuitive products.

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