68 PART | II ITS users
- Experience strategy (ExS)In this section, the aim is to design a holistic busi-
ness strategy, including both the customer’s needs and those of the company. - Interaction design (IxD)IxD looks at how the user interacts with a system.
It considers all interactive elements such as buttons, page transitions and
animations. - User research (UR)It is important during this phase that research is con-
ducted to identify the problem and then design the solution. This requires the
UX designer to research into potential and existing customers using surveys,
interviews, usability tasting, and to create user personas in order to under-
stand the end user’s needs and objectives. - Information architecture (IA)During this phase, we organize information
and content in a meaningful and accessible way to help the users to navigate
their way around a product.
5.3.2 User experience design process
UXD process is an iterative method that helps designers to continuously improve
and polish their designs. During the design, it is necessary to go through differ-
ent stages repeatedly while evaluating the designs at each stage. Each stage must
involve relevant stakeholders in the organization that take part in the process to
make the products. According to Minhas (2018), the design process involves the
following six stages:
- understand,
- research,
- sketch,
- design,
- implement, and
- evaluate.
5.3.3 The why, what and how of UX design
Three important questions must be considered designing for UX: why, what,
and how. The “why” allows us to clarify the needs and emotions of the user
FIGURE 5.1 The quadrant model. (Source: From Stevens 2019)