Success in a digital space doesn’t start with technology – it starts with people. Digital products serve both the needs of the brand and its consumer, so it’s important to not only define a brand’s needs, but gain an understanding of the needs of its users.
Getting to the heart of consumers takes more than just an interview. That’s why AMP implements a variety of techniques such as ethnography, surveys, stakeholder and user interviews, persona creation, analytics and prototyping throughout the design process. We ground each project in behavioral observation and analysis that helps us better understand user needs and design challenges. Just as importantly, we continue to test throughout the process to constantly evolve our thinking and learn from our findings.
Clarify the desired business outcomes for redesign, including market growth, usability, and competitive positioning. Identify challenges to outcomes.
Observe the audience in context of using our product and competing products. Model the existing journeys according to emotional shifts.
Identify key behavioral patterns and functional priorities. Segment the audience by their product usage patterns and needs.
Create new prototypical journeys that satisfy, surprise, and delight your key audiences via new emotional shifts.
Create design solutions for new elements of the journey, including navigation, data collection, data visualization, communication, and feedback. Assemble new designs into prototype.
Test the prototype with stakeholders and audience. Create a complete list of new features affected by the new designs. Prioritize new features and designs for production.
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Innovation in digital experiences requires heavy collaboration between designers and business leads. That’s why we partner with client organizations to blend into a single, cohesive team.
We design our processes to be adaptable to the realities of any brand. Whether they involve highly distributed stewardship, complex change management, or geographically dispersed teams and collaborators, we’ll make our processes work for them.
During requirements gathering, research design and analysis, we collaborate with business leads during to keep all stakeholders informed and engaged.
One we reach established design milestones, we pull large teams together in highly interactive events to distribute updates, share new insights, and collaborate on next steps. At every stage, from research to prototyping to production, we underscore the importance of keeping entire business teams engaged.
When bringing a new digital product to life, it’s easy to get caught up in the creative exploration. But this imaginative tendency rarely results in the fastest path or most valuable results. We’ve found that once stakeholders are able to observe actual customers interacting with a prototyped version, the product vision can evolve beyond the original exploration very quickly.
Prototypes may take a variety of forms, from hand-sketched on paper to high-fidelity wireframes, or even entire user stories demonstrated in full fidelity on native devices.
As part of both concept development and concept testing, we prototype solutions heavily. This allows us to foster an intimate understanding of proposed features and get a sense of the scope and scale needed to complete every facet. When looking at a working model together, stakeholders are better able to make objective judgements about the value of each potential solution.
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