When you’re working in product design or product development, the first phase of a project is the same for anything, because you’re going to be starting with a blank slate. In a way, you want to feel like you don’t know anything, and you can explore what the field is.

You look at other comparable products. You try to talk to experts. You look at users and what they’re currently using. That exploration phase can go all over the place. For example, if the client is a factory, and they make things out of glass, then you already know that the solution is going to be something made out of glass. But if it’s an entrepreneur who has some new invention, then you have to look at that in a different way.

Either way, the basic thing is that you need to look at everything with an open mind. And really, the fact that you don’t know anything about it yet is a really big advantage because a lot of the time, people who think they already know everything actually miss all of the good ideas.

When you start a project, you really need to be sure that you understand what else is out there. You need to understand the parallel projects or products and understand how whatever the thing that you’re making or designing, whether it be an object or system or experience, fits in.

Also, is it something that’s really needed? Is it something that really stands out? Do you need an object? How does it work? How does it fit in with that structure? These are all questions to ask yourself that will help you come up with the way that it’s used, the way that it looks, the way that it’s priced, and how it fits into the marketplace.

Really, what it comes down to with both product design and product development is doing your research, and understanding what’s out there and what’s needed.

You can learn much more about these concepts, as well as a wide variety of other lessons and concepts related to both product design and development, with online product design education. Choosing to do your learning online is by far the most convenient way of getting a quality product design education.

As a young designer, I remember working on traditional print media with the founder of our company, and it was the fashion to use small types and colors of similar value. It was just a design move, and it was something that we fell into with as a stylistic choice.

I remember the founder of our company going, “What does that say? I cannot read that.”

I had to step back and really think about understanding the audience’s visual acuity and the differences in people’s ability to see in contrast.

At that age, I didn’t need glasses, but now I have to wear glasses to read. I take my glasses off often when I’m looking at a screen just to see if I can see how easy it is to read or not. I think that that’s been a test for me because contrast is everything. It’s the component or ingredient that needs to be scaled and balanced with all of the other elements in UX design.

I think it’s a learning experience for a lot of young people in UI design because they have a tendency to kind of get into subtleties of things that don’t necessarily support the content and the message, and the purpose piece.

Now that I wear glasses, I can see most everything. Now I also think about how the brightness of a screen really has an impact on how we see. As one gets older, the contrast becomes more important. Consequently, user interface needs to think about that range.

You’re not just designing UX for 25-year-olds. You need to think about the 65-year-old in terms of their UI needs as well. Keep that in mind throughout your online UX design education experience.

“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.”

“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.”

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.

Understanding your target audience, or who you’re attempting to reach, is critical when developing a website. We discuss user experience, site design, and other interesting topics. But what it really boils down to is making your website look and feel appropriate for your intended audience.

For instance, I’m a 47-year-old man. What are the chances that if I go to a website and that has a floral-driven design with a bunch of kids playing with toys, I’ll actually browse around and attempt to figure out, “Do they have something I want to buy?”

It would help if you also kept in mind that e-commerce is not the same as walking to the grocery store down the street.

You get in a car, and it takes you 20 minutes to find a parking spot. You stroll in with a shopping cart, walk through the store, and they don’t have what you’re looking for. You’ve put forth a lot of effort to get here. You’ll almost certainly continue to look around.

That isn’t the case with e-commerce. That isn’t the case with a website. If it doesn’t feel right, I walk away after clicking the X. Remember that a certain level of awareness is required to reach your website, although it’s minimal. I may have found your website using a Google search. It’s possible that I stumbled onto your website by accident. I could have arrived at your website after seeing a cool photo on Instagram that I liked.

I have three or four seconds after landing on your page to make a subconscious decision. I’m leaving if it doesn’t feel good, smell right, or look right. That’s all there is to it.

What’s the metric for judging whether the photos, videos, or other elements on the landing page are effective?

You’re usually in good shape if a customer stays on your site for about 30 seconds. That indicates they discovered something and connected to it. They’re open to taking a look and possibly reading a few things. Then, if you get to the one-minute mark, you’ve most likely captured them on your website. They’ve developed an interest in a possible product. You’ve piqued their interest.

However, there is a breaking point. If potential customers are on there for too long, you can find yourself slipping into other categories. What I mean is that by the minute mark, you want someone to click the second time.

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.