Good design just happens... not!

At a recent project where two agencies presented a commerce/product web design for the same domain (brought in by separate sponsors), both looked great and on brand. However the different elements fed into the designs led to two very different outcomes for users.

The design from a visual design approach had users looking for information about a product down three different areas of the site. The other design had user centered input, a task driven information architecture but still on brand and visually pleasing. It took three times as long to get information than the User Centered Design influenced one, the user centered design influenced one was actually useful.

So what goes into a user centered design influenced design that allows effective IA and great design to happen?

Typically:

• Planning and research
  
• Interviews, observation tasks, with stakeholders ,customer facing staff and real users
  
• Writing up workshops/persona's etc etc
  
• Taking time to analyze all the rich data
  
• Creating a schematic and/or specification
  
• Planning card sort with users (staff sorts are great to compare mindsets)
  
• Analysis of card sort data
• Working from a good set of goals and outcomes with a designer/team in a collaborative manner
  

Creation of effective design doesn't just happen, working with a valid requirements, a good brief and information architecture, is as important as having a good visual designer.

The creation of IA and schematics then is an emergent entity. It occurs earlier, subject to revision and changes and c0-created in a multi-disciplinary team.