UX process

Design thinking is a non-linear process, which follows the product for the whole development life-cycle. Each project is different and the milestones can be different. The user experience process should be impartial to complete the project successfully.


The user experience design process is an iterative method. We believe in a simplified real-life process than the theoretical approach of classic UCD. In the process, we go through different stages repeatedly while evaluating or testing and feedback on each stage – Build-Measure-Learn loop.

Minimum viable product (MVP)

A minimum viable product (MVP) is a product with just enough features to satisfy early customers and to provide feedback for future product development. It’s all about building the foundation on which product will be enhanced with iterative development.

Features vs product

Users create a cognitive connection between the product and the improved quality of life while using the product. The feature can be translated into a benefit. It’s so hard to predict what and why users will like particular features. It’s really hard to design products by focus groups alone as often people don’t know what they want until they start using it.

Building delightful solutions is a customer-centric approach to design. The software starts to become really useful when each feature complements other features in the program. The feature-creep phenomenon creates a lack of focus. The behavioral design approach creates a minimalist and focused interface. Every micro interaction adds up to how users feel about a particular product, brand, or service.

We begin each project with careful evaluation based on market-user data analysis.

1. Specification (Discover – UX Research)

Identifying project stakeholders for each stage of development, stakeholder interviews, requirement analysis, data gathering – market and user through desk and field research, surveys, task analysis, user personas, user interviews, empathy, user stories, user/customer journey planning, use cases, scenarios, feature matrix – feature priorities

2. Define and Design (UX)

Ideate, research and competitive benchmarking, product backlogs, heuristic evaluation, branding analysis, feature analysis, site mapping, information architecture, low – high fidelity prototyping, sketch > wireframes > mockup > prototype along with usability, user testing, and feedback, visual design – pixel-perfect prototype, usability analysis

3. Development (UI – Code)

Code, testing- developers do testing on their own code or functionality, implementation – designers and developers work together for code integration and optimisation

4. Testing (Quality Assurance)

QA testing – The testing team rigorously performs the QA, accessibility review, usability, and user testing activities

5. Release (Launch)

Migrate live to the domain or test server, additional maintenance, bug fixing if any, admin training

6. Evaluate (Support – Maintenance)

Continuously monitor and iterate on the design based on user feedback and usability testing with activities like – Maintenance, support, improvements, user onboarding, user analysis, future customisation, monitoring, evaluate and advance, review, customer comments, uphold best practices, maintenance schedule, web analytics, content strategy, UX metrics – qualitative and quantitative analysis.