I think we can safely say we’ve defined our problem - Users actually like the site, but they have no confidence in the checkout. That comment cuts through our ‘expert’ diagnosis and actually gives us a nice piece of insight. But let’s address that last bit of feedback from an normal user of the site: “I think it’s fun, but I don’t trust the checkout” These are some pretty typical bits of feedback and you can see the different perspectives coming through (which is why you really should have a mixed team in a sprint). I think it’s fun, but I don’t trust the checkout ( actual user).It’s takes, like, a minute to load! ( dev).Poor use of white space, there’s no flow ( UX).It should be set on fire and s**t into space! ( dev).What exactly is the problem that we’re solving? Why are they not converting site visits to sales? The horror, the horror! Right? But now we’ve tested the site, we’ve got some feedback and we’ve interviewed some actual users. So let’s take a look at our example site (with all due apologies to ): Define Basically, use it, poke and prod at it, listen to what people are saying. Try it yourself, run user testing, benchmark against industry leaders. With that problem as clear as mud, we can move onto the first stage in the design sprint, Empathise Understand from a user’s perspective what it’s like to use the site. “Our new webshop isn’t getting as many sales as we thought it would” Empathise ![]() First of all we get our ill-defined problem. Which is all well and good, but what does that actually mean? Let’s take an example. ![]() To begin with, you move through them, working towards a solution to your problem. The best answer I have found is: “Tackling ill-defined problems in a human-centric way” - You put yourself in your user’s shoes So trying to keep it to simple words and nothing too ‘design-y’, here is a brief introduction to design thinking. The one question that keeps cropping up though, is: “What exactly is a design sprint”? In my previous article I talked about why developers should be in design sprints, and it’s been nice to hear that there are devs out there who agree with me.
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