How do designers get from concept to product?
It's not as simple as you may think.

User interface and experience

This is the part you see, feel and interact with. It’s the part that gets the most accolade and can often seem like the only bit that matters.
But this is just the tip of the iceberg.


The moment you interact with something, or react to a piece of information, this is when everything from below the surface rises into play.

Business objectives and product requirements

The user interface and experience is built so you perform the interaction that is set out by business objectives and requirements. A great user interface is one that makes you feel like it is designed for you, but really it is simply guiding you to the action or reaction that has already been predefined as a business or product goal.

From a business perspective, the perfect UI is one that guides a user to perform the same selection of actions 100% of the time. This sort of funneling of user actions allows monetisation of a product or service.

Communication of information

Underlaying everything you see is information and its architecture. This data must be understood and organised before it can be properly communicated either through the interface you are using or the copy writing you are reading. Also how the information is being consumed must be taken into consideration. This could be by type of device a user might be using or situational context that the user may be in.

Concept, targets and stretch goals

From initial concept, targets are created and constantly updated by analysing user interaction. This greatly effects the product and experience you have. Building on the web means an endless goal and the need to develop in an ever changing environment as well as building in ways to identify and assess a user. The experience you have today may be different tomorrow. From day one, products and interfaces need to be designed in a way that allows for evolution.

Identifying you

Persona development is an important part of developing a user experience and product that suits the needs of all users. Without a true understanding of why a user is using a product or how they have come there, an interface can be perfect for 10% of the audience, but quickly fail in varying degrees for the other 90%.


(Re) - Conceptualise

By looking at existing data, ideas are defined and redefined to cater for all the needs of every type of user. As well as this, design and interaction requirements are identified for the next stage.


Data analysis, focus groups, market research, new standards, business requirements, competition and changes in technology all force design and development to react. Assimilation of this information informs development teams and company management how to continually improve on the existing product and the endless design and development cycle continues.

Mock ups and prototyping

Before design can even take place, often mock ups of concepts and prototyping of new user interfaces must be undertaken.


Design and development takes place taking into account any existing and new business requirements as well as new and existing data sets and architecture.

Tracking and Analysing usage data

Usage data is constantly being tracked in a variety of ways, breaking out user groups, click streams, habits and assessing how they differ from overall goals and targets. Identifying short falls as well as high performing metrics are all part of the development cycle.


Before anything, I must know you

The process of persona development is to work out the types of users arriving at your product. That way, their experience can be tailored for them. By segmenting the audience as much as possible, we are able to quickly identify what is needed and which groups makes up the core usership. This allows for the information presented to best suit the needs of the widest range.

The many groups and individuals

We need to identify the many groups and types of users, their needs, expectations and limitations. Within each of these groups (eg. potential users comparing similar products) there are individual needs that need to be identified such as device limitation, experience with like-minded products and even situational elements (for example, a user may be on a bus, so audio is not likely to be a successful method of communication).

Tailoring the experience to specific users

The end goal for persona development is to identify the wide variety of user so that they can either be converted or taken to the information or interaction they require. A well designed product will accommodate all the different types of users and their needs, while at the same time achieving business goals and strategies.


The elements of design

There are many building blocks that make up the design and business phase. Below explores a small collection of decisions/limitations that need to be addressed. From the size of a button, to communicating information to a visually impaired audience, all this must be taken into consideration.


“Design, the user interface and the experience is much more than just pixels.

It's passion and precision in execution of wider goals.”

- Matthew Hall

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