A Way of Process

We design for the unknown


  • Think it
  • Build it (MVP)
  • Ship it (imperfection is ok)
  • Tweak it (make it better)

Assumptions and hypothesis, create a MVP (something that tests out if you assumptions is right or wrong) then Build Experiment / Prototype



Be clearPrioritise ruthlessly Stay agileMeasure behaviourBe functionalIntegrate with existing analyticsBe consistent


Research Tools

Card Sorting
Mockup Testing
Field Source
Starbucks Testing
A/B testing


WARNING! Pitfalls


Constant state of flux
Bigger companies requires documentation
Need for maintenance
(balance improvement and maintenance)
Not every project need UX