Some companies feel threatened by the increasingly rapid pace of change in their markets and try to save time by skipping research.

Others — particularly in the tech sector — commit to "moving fast and breaking things" but do little to understand what they should be creating and breaking and why.*

To counteract this, I use a Lean UX approach combining UX strategy, user research & experience design to validate my approach, ensuring business and user goals are met.


A variation on the double-diamond design thinking framework.

1. Discover & Learn

The discovery stage is all about validating assumptions and ensuring there is a shared understanding of the problem being solved.

There are generally 3 pillars within the discovery phase:

  • Understanding users & how they currently solve the problem
  • Understanding business goals & establishing success metrics
  • Understanding market context

Understand Users & How They Currently Solve The Problem

Research Methods Used:

  • User Interviews
    Understand user needs, priorities, mental models & replace assumptions with insights.
  • Contextual Enquiry
    Observe users directly in their environment for deeper understanding of how they currently solve the problem.
  • Personas / Empathy Maps
    A summary of what you learned from interviews, contextual enquiries mapped to a specific customer type.
  • Customer Journey / Experience Map
    Using personas, these allow us to understand user needs, pain points and opportunities as a user moves through a holistic experience or software journey.

User testing and usability testing – 2 terms often confused.

Understand Business Goals & Success Metrics

Research Methods Used:

  • Stakeholder Interviews
    What does the business want to achieve with this product or feature?
  • Value Proposition Canvas
    Ensuring we are creating value for customers rather than just building features.
  • H.E.A.R.T Framework
    A useful starting point in terms of understanding the goals of the project (if not already defined). This framework results in clearer, more outcome-orientated success metrics.

“Indifference towards people and the reality in which they live is actually the one and only cardinal sin in design.”

Dieter Rams


A section from a competitive analysis I undertook for the Rangle website engagement.

2.  Define & Ideate

At this stage in the process we should have a clear understanding of the problem and be ready to map and create an M.V.P. The define and ideate stage can involve:

  • Defining, creating and validating an M.V.P
  • Mapping flows and architecture
  • Wireframing key screens

Wireframing Key Screens

Methods Used:

  • Content Blocking
    Simpler than wireframes, content blocking simply allows us to estimate where content might fit on a page.
  • Wireframing
    Wireframes can be created at various levels of fidelity, depending on project type, time available and visual design requirements. Wireframe key screens in order to give an insight into the type of experience you're creating.
  • Usability Testing
    Use usability testing to understand if users can use your solution. Aim to test with real users (based on personas).

4. Deliver and Evaluate

Evaluating the product post-launch is of prime importance when understanding the success of our design decisions.

  • Assessing success based on the metrics established earlier in the project.
  • A/B testing any variations to features.
  • Ensuring component documentation is clear and comprehensive.


© Jamie O'Leary 2020
Experience Designer

This isn't the end, it's just the beginning.✌️