One thing that’s tricky for designers is that we often think of ourselves as typical users. We use an iPhone or a toothbrush or a vacuum cleaner, so we think we’re typical users.

We’re not.

In order to understand users, you have to use methods that help you gain access to their experience and ideas. Those are methods like interviewing and ethnographic research.

Reality vs. Assumption in Product Design

It’s really interesting to see the difference between what people say and what they do. I always joke with students that if you ask somebody how many times a day they go to the bathroom, they might say four.

If you actually sit there during the day and count up the number of times they go to the bathroom, you may find that they go many more times or many fewer times than they thought.

We are not always great witnesses to our own behavior, habits and patterns.

Ethnographic Research in Product Development

Ethnographic research is so important on many, many levels. It’s important not only for the conversations, where you can start to understand how people think about a certain product or how they use it but also for the keen observation of what people really do.

You need to be there patiently observing the ways in which people use things because how they use things and how they talk about using things are two very, very different things.

If you just accept people at their word, you often miss out on the fact that they don’t always have a good idea of what they’re doing when they use something.

For instance, you may ask people, “How do you sit when you’re working at the computer?” They’ll show you, and they’ll sit upright to type, and they’ll say, “This is how I sit.”

But if you watch them during the day, you’ll notice they lean over, and they’re hunched over all day long. Their posture is terrible.

An important part of product design education is teaching you that what people do and what people say they do are two radically different things.

Ethnographic research is important in product development, not only for the conversations that you’ll have with people about their experiences but your observations.

You can’t take people at their word, not because they’re lying, but because all of us make generalizations about our behavior that are often not based on fact. Patient observation is vital to discover what’s really happening.

Video Research in Product Design

Online product design education and any product development classes will drive home to you that ethnographic videography is an important part of product design. Video can help in situations where it’s otherwise hard to observe and take detailed notes about what you see.

Being able to take a video of someone in the act of doing something preserves what happens so you can analyze it later. It also allows you to slow down and speed up. You can rewind, play it in slow-motion or speed past things.

The ability to play something back multiple times at various speeds can reveal things you might otherwise miss.

Observation, conversation and video are tools that will help you to understand the user much more effectively than pretending that you, as the designer, are the typical user. Generalizing your own experience almost never works to provide real user information.

Contrast is something that you should use very thoughtfully and sparingly in UI design. If you design an item with high contrast, it will draw a lot of attention to itself. That’s why I typically reserve high contrast for my action buttons on a user interface, or UI.

There are actually some interesting related design principles in online UX design education, I think from interior design. You can choose three colors for your UI, but make sure that your base color is 60% to 80% of the page. That base color should be something neutral and calm that doesn’t have high contrast.

Then you can pick two other colors to sort of help you draw attention to the things that matter to the UX. So, I would say use contrast sparingly in UX design and use it for the things that you really want people to act on and/or potentially look at.

In our module “Module for Visual Design,” the next level of UX magic starts happening.

It already started at the very beginning when you decided to tap into a problem that you wanted to solve, which shows that you have empathy and willingness to be of service with your work as a UX designer. But, now, let’s talk about the next step:

How do you communicate those ideas and services, products and solutions visually?

In this module, our experts explore all of the visual codes that are key to translating UX data, all of that information that you gather from different sources, into a viable user interface (UI). Visual UI design is not only attractive or aesthetically pleasing. It is useful, seamless and intuitive and directs the information in a seamless and effective manner. Visual design is all of that navigation. It is the buttons, colors, iconography and typography in a global context. All of these factors are very important to create a successful user interface.

This module outlines important, useful information that can help you succeed with your online UX design education studies and improve your chances of success once you pursue a UX design career.

Now that you’ve learned how to create an efficient plan for your user research, it’s time to implement all of that knowledge and learn how to choose the right test strategies to help you with the user research stage. In this module, our experts guide you in this process and help you to design test strategies. Again, we promote the best ethical practices during every stage.

As you progress, you will learn how to implement principles of equity, diversity, and inclusion in the world of UX and UI. You will learn why these are so important in the user research stage. Once you gather all of that information from user research, you can refer to the personas and compare data, which can help you create a user flow that allows you to inform your UI design prototype.

Online UX Design Education

During your studies, you receive many opportunities to expand your knowledge and increase the tools in your UX design toolbox. This module can really help you learn how to use the data you acquire as optimally as possible so that you can take your prototypes to the next level.

User flow, also known as the user journey, is a really good tool to allocate pain points. It helps you to understand the typical actions of different demographics of users when they interact with an app or website.

You don’t look at the desired state. You look at the current one. The user flow helps the user organically move from their first step to their last one to complete a task via a user interface (UI).

For this UX design journey, you can really see where a user is having challenges. You can see where they are frustrated or possibly feel like they’re being told to do something that they’re not comfortable doing. The user flow maps for us the UX UI design interventions we need to use to create a solution for them, which means that the user flow is really a map to understand what we need to change and where exactly we need to change it.

Online UX Design Education

As you can see, you can understand problems with your UX designs during your design education studies and career years via simple tools like user flow. In this case, you simply trace the path of a user’s interactions with an app or website UI to find pain points.

There are so many instances of UX and UI we can find in real life. Once you start your online UX design education, you’ll see UX design and UI design all over the place. One great example of UX design is a museum.

When you enter a museum, there are so many touchpoints. There are so many interfaces. Even UX comes in the form of those little QRs that you see next to the artworks. When you direct your phone camera to those, it doesn’t just bring you information, it acts as a portal to extending the information and to expanding the experience. That is a wonderful example of when these two worlds are merged together.

Museums are multisensory experiences. We walk through them. We circulate. There’s a path that is created for us to follow. There’s a way that we interact with the artworks, and even more important is the emotional component.

User experience relates to an efficient, seamless, intuitive navigation or journey, whereas experience design is about the emotional component as well. It’s about how you feel when you interact with this space. What is it that comes to your mind? What are your feelings, your emotions, that are triggered in these journeys through the physical space, even more so when they are connected and they are merged?

That’s when we have hybrid spaces, or what we could call “phigital” spaces.

“To be a UX designer, you need to have multidisciplinary thinking. And that means not only the specifics to UX in multidisciplinary thinking that we will review in a bit but also perhaps some other talents and gifts that you already have,” Tiago Valente says.

Cognitive science, psychology, anthropology, and sociology are more specific ones you will learn in your UX design practice. These will assist you in understanding human behaviors and the relationship between humans and their context—their social, cultural, political, and economic context.

“The role of the designer on product teams is also really maturing where, in the very beginning of this field, the designer was just expected to take requirements and create visual artifacts based on that. But now designers are really expected to be facilitators and thought partners to engineers and product managers,” Agnes Pyrchla states.

As a result, the field’s image is maturing. That is very exciting because it is simply a more fruitful way of sharing ideas.
One intriguing thing that came out was a Figma plug-in based on GPT-3, an artificial intelligence UX and UI model called Designer, which I believe scared people for a little while. Because you could say and write in “I want an interface that shows photos and has a like button,” and list out the features that you wanted. It would also create a templated wireframe and a mockup for you.

And I believe this demonstrates that, at this point, creating a template out of components is not the actual work of a designer. It all comes down to asking good questions and gathering relevant information. Knowing when to move on, the appropriate scope for the feature at hand, the use case you’re attempting to create, and how to iterate. You can get to learn these skills through online UX design education.

All of the softer skills associated with UX and UI design, I believe, will become more important as technology advances and some of the more rote aspects of the job can potentially be outsourced.

An online UX design education course teaches students how to shape the digital world for users. Talented designers know that user experience can make or break a program or platform.

Creating an Immersive Experience

What is user experience? In terms of software, it is the entirety of what an application feels like for the end-user. UX involves the story that is being put forward and everything that adds to the complete experience. It could be the way the sound is created, the way the choreography of this space is designed, as well as less obvious backend UI design decisions.

“Ultimately, what’s the story that’s being told? How does the user feel towards that?” asks Amir Bardaran. The designers give full recognition to the feelings that the end-user will have as they process and absorb the experience itself.

UX design professionals have a wider range than traditional 2D or 3D immersive platforms. New technologies like augmented reality and virtual reality provide environments that could incorporate a lot more than just a visual component. UX would include the feel, sound effects and atmospheric sounds. Possibly, you could even have a sense of smell added to that environment through the haptics.

So, what are the ways in which people can feel, touch and experience the pressure of things that are around them? That is ultimately what is meant by user experience. It is the overall engagement with the choreography of this space in the entirety of its composition.

Developing a Natural Experience in the Digital World

The book, “The Design of Everyday Things,” by Don Norman, is one of the first to use the phrase, “user experience.” In the book, Norman breaks down all kinds of things that people take for granted. He considers objects as simple as light switches and the history of their design.

“What are these conventions that we’ve now just come to realize are part of our lives? They feel intuitive to us. And what happens when you break some of those conventions and make it actually very difficult for people to use?” asks Daniel Holtzman.

A lot of what designers handle are UI and UX issues. They thoughtfully consider how to make things simple and clear, how to create analogies from the physical world to the digital world. The goal is to create connections between what people are seeing, what they are doing and what their desired outcome will be. These considerations make up the ultimate user experience.

Focusing UI Design on End Users

User experience was developed as a practice to create tools that centered around people. “Without user experience, we would just be creating tools for ourselves instead of for other people. In general, I think it has given companies a competitive edge because the more you care about the people who use your products, the more successful your products are going to be,” says Daphne Lin.

“How projects come in is incredibly varied,” says Kate Hixon. “Oftentimes you’ll get a call with someone who thinks they want one thing. As you speak to them about what their needs actually are and what their problem is that needs to be solved, the result or the solution becomes something quite different.” There are other times where it is really specific and you’re just fulfilling a brief for that particular product design. Hixon continues, “I’d like the client to be involved in the product development discussion about crafting what the issue is so that the solution is something that really resonates with them. In terms of how to start once we have a brief, is we try to just frame it in the broadest context possible.”

“You receive a design brief,” explains Jean-Jacques L’henaff. “You receive a timeline and you work with different departments and coordinate with them. When I was working at Dreyfuss, we had an exceptional situation where we were so early in the projects that we were actually able to define the interior of the plane and dictate the fuselage, which is very unique in the industry.” He goes on to say, “In comparison, when we work, for example, in my current occupation at LIXIL, we can work that way when we receive a design brief because it is part of an initiative that is company-wide and has been led by, defined by, the marketing team. Sometimes we also initiate our own research and discover opportunities for new products and new technologies in our industry. That last type of project is very interesting because that’s when you really have projects that are truly user-centric and insight-led. Usually, the outcome is much, much more innovative and much more interesting.”

These are the two main differences that you have, as explained in online product design education. “I would say,” L’henaff demonstrates, “we get a strategy or marketing-led initiatives and we get a brief. Sometimes we actually gather insights and from there go and suggest a type of product and work with the other department to develop it.”

“The way that we start UX Design projects-or how we build products-in all of the UX roles that I’ve worked on is typically focusing on people and determining what are those people’s needs,” says Pilar Serna. “Like sometimes, people have a need to do something better. Or perhaps, they have a current pain point. So we try to do lots of research at the beginning of every project to really understand what are those UI needs, and what are the pain points and opportunities in order to start elaborating a solution for people.”

“So the UI Design process is very human-centric, as we say,” continues Serna. “And there is always a moment where the team gets together, and we do a kick-off and alignment. That’s when we try to really understand what the problems are that we are going to solve. And a big part of this is continuing to do this research and talking to people so that we can better understand what their needs are. What are the opportunities that we can tackle? Every project is different. The process is very diverse depending on the kind of solutions that we’re bringing.”

“So, usually, when a client comes to me, they have a particular problem that they want to solve. They don’t always know what it is, but they definitely have a need,” adds AJ Camara. “And the whole idea is that I need to help them solve that problem and ultimately help them reach their goals. The process starts off with a discussion, just getting to know the client and getting to know some of their day-to-day business, the ups and downs, what’s working for them, and what’s not working. And then from there, I look into how we can dig deeper. And then we go down a path of trying different things that, ultimately, help them achieve that goal.”

“Since the problem is not always what they think it is, there’s a lot of iteration involved,” Camara continues. “Someone might think that, for example, their website needs a redesign of their homepage, but the real problem might be that their product page has a button that doesn’t work. So some of these different things are what we dig into, as we go down this path of exploration, and figuring out what the true solution is for their problem. And, throughout that process, the conversation, essentially, continues, and it goes down different paths.”