Avoiding Digital Product Shipwreck: The UX Iceberg

Many organizations put the focus on making a pretty user interface with the belief that it will make their site or app easy-to-use. What they don’t realize is that, much like the tip of an iceberg, the user interface is only a small part of what makes digital products successful.

The invisible but necessary user experience strategy below the surface is what truly determines the success of a product. Without intentional planning and a strategy centered on users, the digital product can never support user or business needs.

Creating a Solid User Experience Strategy

The important but invisible work of building a strong user-focused strategy must be done far before you start thinking about visual design.

• Do Your Research: Don’t skip the Discovery phase. Gathering information and observing users helps inform which direction the site or app should take. Without this, the direction the product should take is ill-informed.
• Create Structural Prototypes: Sketching, wireframing, or building prototypes means ideas can be tested quickly. This allows breathing room and time for user testing far before anything goes to code and becomes difficult to reverse.?
• Document UX Requirements: Similar to technical requirements, documenting requirements for the users’ experience will help the overall team understand what is necessary and fill any missing gaps.

The Biggest, Most Important Part ?

Just like an iceberg, everything below the surface supports a site or app. No matter how visually appealing a user interface is, it won’t make the product useful and intuitive. But careful, thoughtful planning behind your key UX decisions will.

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