The following are principles we established at CWT to guide all design teams across the company - product, marketing & brand.
To accomplish business goals and answer the users’ needs, you must test your design solutions with real users. Decisions should be made based on research, not opinions or assumptions.
The Total Experience
Design with the broad, end-to-end costumer experience in mind to create a consistent service. Everything a user sees, hears and touches should feel consistent and on-brand.
Internal work process for User Research, UX Design & Visual Design - from product discovery to delivery.
Serve the Business
Products are living, evolving and constantly adapting to users’ needs. This is an ongoing, iterative process of refinement. Aim to increase usage metrics, hit KPIs and achieve the business goals.
Users will feel negatively toward a product that does not work as expected. Design should be based on the user’s needs and expectations.
Design Work Process
The work process we established at CWT for integrating design into projects and feature life cycles.
Gather details about the business requirements for the project and the scope of the project from stakeholders.
Map the goals and KPIs of the product or feature.
Answer open questions and collect insights on the personas and use cases for the product. See "Research Guidelines" for methods.
Define how to accomplish the product goals while catering to users' needs.
Map the reasons, goals and needs for users to use the product by frequency of use, in order to identify main usage patterns.
Information Architecture (IA)
Create a diagram of the product's overall structure by segmenting the data and functionality into screens and states.
Measure different design solutions with real users in order to choose the right direction.
Test concepts, select a final design concept and define behavior, appearance and logic.
Define the interface text based on myCWT's tone of voice, which works in-line with the design.
Create the necessary guidelines and materials for the development of the product and collaborate with the development teams to provide assistance and support to follow the design.
Collect usage data and user feedback to make sure the product meets its goals and meets the users' needs and expectations.