Strategy

Our process for creating digital products and services

We would like you to be able to dimension the challenge we face when we start a project to create a digital product: it goes beyond its functionality and aesthetics, at the end it has to do with solving a problem, that people use it, generate return, be more efficient and meet business objectives, it sounds somewhat abstract right?

It involves the participation of many people, with different roles and points of view, which narrows our path not only to making a good design or working with the best technology, but to the ability to organise ourselves: to define the best activities, so that through efficient communication, results are generated.

"Our processes determine the quality of our products. If we want to improve our products, we must improve our processes".

- Hugh Dubberly

Generating good results is what led us at Creativería to propose a structured process, based on methodologies and ways of thinking that you may have heard of, such as User-Centred Design, Design Sprint, Lean and Scrum; this process is adapted to the specific needs of each project, but in general it is made up of the following:

Conceptual map of the process


01. Initial contact

Our first session with the client is extremely important; our team uses Design Thinking activities to get as much information from the project as possible. We seek to answer questions such as:

  1. What is the objective of the project? What do you hope to achieve? What is the business justification?
  2. What are the metrics of success? What are the risks of this project?
  3. Who would use the product, what might their needs be, what problems do they have and how do we solve them?
  4. What is the budget for implementation? What is the time expectation for final delivery?


From this information we can determine how we will work, what activities we will carry out, when they will be carried out and who will be involved. In some cases it is not possible to provide a scope and investment for the project, but we decide to start with discovery and definition phases to lay the foundations for the project.

Ideation and requirements gathering session


02. Discovery

At this stage, it is the research that is essential, and if it is omitted, it is certain that at some point it will be necessary to go back and redo the subsequent ones to continue the process.

It provides us with information on the viability of the product for the business, helps us to validate hypotheses about the problem or need to be solved and to get to know the end users in more detail.

This, together with ideation activities, gives us a good scenario with regard to the functionalities that the product will have, in which devices it could be used and, in general, how it should be created.

This phase may involve workshops, focus groups, interviews, surveys and evaluation of other platforms.

Understanding the users' point of view


03. Definition

At this point it is possible to imagine the product, we know what functionalities it should have, now the healthiest thing to do is to prioritise as a whole, to define an MVP.

Understanding that we are working under a hypothesis that will only be validated when the product is in the hands of the users, the best way to reduce risk is to prioritise the list of requirements we have, initially implement only the most important and then iterate the finished product to add more and more features.

With this vital fragment of functions, we can define elements such as information architecture and workflow, with the main objective of facilitating the user's access to each functionality and segment of information.

Prioritisation of what is defined


04. Prototyping and validation

Now we must validate the hypothesis! We mentioned in detail in another post, prototyping adds security to the project, it is a simple and quick representation that allows us to put it in the hands of end users to receive feedback, with it we will make adjustments and make better decisions for the success of the product.

There are many ways to prototype, from sketches on paper, to the use of software to create simulations fairly close to the final product.

Prototype of an app very similar to its final visualisation


05. Interface design and implementation

Starting from the validated product we start building: we rely on the Scrum methodology to generate fully functional deliverables on a regular basis, which are validated by both the client and the end users in our usability tests.

The Design team is responsible for generating the graphical visualisation that is shared with the Development team for implementation, always accompanied by the Scrum Master and Product Owner. In addition to these internal teams as the main actors, the role of QA comes into play and the participation of stakeholders remains constant.

Process of making each screen of an app


06. Putting into production

It is an extension of the previous process, as each internal periodic release can be made public. At this stage, we make sure we have everything necessary for proper user access, for example in the case of an app, placing it on the App Store and Play Store is part of our tasks.

App in the hands of a user


07. Measure and iterate

Even when the implementation has been completed and we have met our objectives, the work with a digital product is never finished, the context changes, the business and the users have new needs.

That is why, after the production start-up, we carry out usability tests and closely monitor usage statistics, using this information to open the way to areas of improvement in the product.

This is related to the so-called Directional Research, a process that must be constant in the life cycle of any product, and which leads to new challenges.

Creating a digital product is not something that happens overnight, it is simpler and more satisfying when we know the path and enjoy it. This is our gift to the world, a way to make things happen.

"The main problems facing the development of safer, less error-prone, more user-friendly and easier to understand products are not technological: they are social and organisational".

- Don Norman Co-founder of Nielsen Norman Group

Sherpa

We use design as a tool to solve problems.