Matt Robinson

The project definition phase sets the foundation for the final product. During this phase, I brainstorm around the project at the highest level (basically, the concept of the project) with stakeholders.
This phase includes Value Proposition Mapping which is thinking about the key aspects and value propositions of the product: what it is, who will use it, and why they will use it. Value propositions help the team and stakeholders create consensus around what the product will be and how to match user and business needs.

Once I’ve defined my idea, I move to the research phase. This phase typically includes both user research and market research. The product research phase is probably the most variable between projects—it depends on the complexity of the project, timing, available resources, and many other factors.
A great product experience starts with a good understanding of the users. In-depth interviews provide qualitative data about the target audience, such as their needs, wants, fears, motivations, and behavior. This research helps me understand industry standards and identify opportunities for the product within its particular niche.

The aim of the analysis phase is to draw insights from data collected during the research phase, moving from “what” users want/think/need to “why” they want/think/need it. During this phase, I confirm that the most important assumptions are correct.
Additionally, I will create User Personas  and User Journeys to help understand how a user will interact with the product.

During the Design Phase, I usually start with a rough sketch to help me visualize the layout of the application or website. I then move to a UI tool to start the actual design. I primarily use Adobe XD or Figma for this. This is the phase where wireframes and prototypes are created which show the structure of a page and how the actual application and/or site will function

Validation is an essential step in the design process because it helps me understand whether the design works for the users. Usually, the validation phase starts after the high-fidelity design is ready, since testing with high-fidelity designs provides more valuable feedback from end-users.
This phase will include Testing Sessions, Surveys, and Analytics.