The Depth and Breadth of Product Design
Expanding the Impact of User Experience Design in Your Organization
The understanding of product design as a broad discipline has evolved over the years. Some define it as the literal design (images, user interface (UI), wireframes), while others expand the definition to include the journey and experience of the users. It can be frustrating for designers trying to make an impact on a product, service, or organization, to be boxed in by the narrow perception of design. This perception not only narrows the scope of their work, but their involvement, as they are often excluded from discussions on strategy and research.
The impact of product design is much deeper and expansive than physical design, journeys, and experience would suggest. I expect the designers in my organization to become comfortable thinking and influencing on 4 layers: Presentation, Business, Information Architecture, and Data Architecture. Below is a brief description of each.
Presentation Layer
Beyond the physical components (pattern library) of the user interface, what behaviors do users exhibit? Are there conventions or learned behaviors that impact how users will engage and navigate your product? What interactions and feedback have users become familiar with that provide confidence and trust? Is the messaging (content) clear, consistent, and in the voice of the user? It is not hard to understand why much of the definition of product design has remained captive on this level. The presentation layer is closest to the user and something they can see and interact with. But there is so much more.
Business Layer
Much of how users interact and flow through our products is based on the process that the business has defined. The closer this process is to the way users actually work and think, the more users will engage with the product and the greater opportunity for success. The understanding of this process comes to life during user research. Designers get to witness the success and pain points of any product by watching users interact and provide feedback on how they work and what is valuable to them. Allowing designers to influence the process and logic of a product can often prove more valuable than the physical design ever could.
Information Architecture
Understanding how users digest and interact with information is key in getting them to engage and provide accurate outcomes. This requires information that is contextual, at the correct granularity, and actionable. One must consider the taxonomy, hierarchy, priority, and structure of information, while simultaneously unifying a product, and often an entire company, around a consistent nomenclature. It is not surprising why information architecture is a deep discipline in and of itself. Designers who possess strong information architecture skills can transform a product from serving data to providing intelligence.
Data Architecture
Designers often receive dirty looks for poking around in the basement: tugging on wires and banging on pipes. However, the user experience is only as good as the information it contains. Data architecture should never be a hindrance to what and how information is served. As legacy systems are deprecated and existing systems take on new life, there is always an opportunity to optimize how data is stored and enhance its integrity. If users have to jump through hoops to access information, and the accuracy of the information is in question, they will not engage with the product, regardless of how elegant the physical design is. Designers can uncover data accessibility and trust issues, while working with data architects to help resolve these challenges.
The Breadth of Impact
“The impact of product design expands exponentially when its depth is replicated across an organization.”
In order to capitalize on economies of scale and produce an overarching holistic experience, silos need to be dismantled so that each design layer will spill out, inform, and influence adjacent products. As a result, users will be delighted by intuitive features and workflows; the business will accelerate with efficient processes; employees and customers will rally around consistent structure and nomenclature; and the company will have a solid foundation of data accessibility and accuracy for a scalable platform.
Understanding, and more importantly, aligning on, the depth and breadth of product design has the ability to unify product management, design, engineering, and business in the way it was intended. In addition to the immense benefits received by the organization as a whole, this expansive view will provide a more fulfilling and impactful role for the product designers on your teams.