Discover strategies to empower your startups with user-centric design
“The next big thing is the one that makes the last big thing usable.” - Blake Ross, Creator of Mozilla Firefox
It’s not hyperbole to say that UX can make or break a product. And as Blake Ross so aptly puts it, making a great product isn’t so much about being the first on the scene, but about being the first to make it intuitive, accessible, and streamlined.
If you’re running or working at a startup, this blog post is for you. Whether you’re strategizing about a new product, looking for funding, or gearing up for launch, adhering to best practices for UX can propel your product to the forefront of a crowded market. We’ll provide you practical tips on how to integrate great principles for UX design all the way from early in the process and extending into launch and beyond.
Ultimately, it’s all about making a clear roadmap for designing products that bring great ideas to life with functional, intuitive UX.
Understanding UX design
UX design, or User Experience design, is all about creating meaningful, relevant, and seamless user experiences. While the scope of UX includes the purely visual elements of the user interface (UI), UX also encompasses the broader aspects of accessibility and the emotional impact of user interactions. In a crowded field, great UX makes for a smooth experience that can lead to increased trust and positive perceptions of your app and brand.
While it’s true that high-quality UX is critical for showing stakeholders that your product is worthy of investment, UX is about far more than first impressions and lasting impact. In some cases, its most profound effects are actually seen after launch. For example, research shows that companies that increased their UX budgets by just 10% reaped an 83% increase in conversion rates further down the road. However, creating “good UX” isn’t easy or automatic—so below, we’ll provide key processes that startups can follow to ensure their products feature user-centered design.
Building a user-centered design process
Research is critical in the early stages of UX design because you need to understand who you’re designing for, what they want (or think they want), and what they need.
A great place to start is by identifying your target audience. You can make inferences and use some intuition, but avoid making assumptions about your user base without consulting some hard data too.
Here’s how to begin:
Start with demographics. Surveys are great for capturing more basic data on key demographics, such as age, location, job role, income, and more.
Flow into qualitative insights. Once you’ve gathered the basics, use open-ended questions on surveys, interviews, or in focus groups to uncover deeper needs and pain points. While analytics emerging from hard user data are incredibly useful, you may find that qualitative insights provide further clarification about patterns you detect in the data.
Go beyond your product. Research competitors to identify essential features and uncover untapped opportunities. A novel technique that we’ve seen people try is mocking up a competitor’s app (without branding, of course) and testing it to see how users react. You can incorporate whatever reactions you find into your knowledge base. In general, gathering as much data as you can and synthesizing it to generate more holistic impressions of user needs is better than focusing on one data point or survey.
Synthesize data into personas. One useful strategy for analyzing data and making it more actionable is to create user personas that represent subsets of user demographics. For example, while analyzing age data, you may discover that most of your users under 35 also live in cities and tend to only engage with your product on mobile devices. Creating personas to reflect this can help you define user needs and goals, brainstorm ways to avoid pain points, and solve problems for each persona group.
Above is a great example of a persona derived using age, occupation, location, and socioeconomic status. However, you can go even deeper by extending your personas into “empathy maps” to visualize user experiences, emotions, and motivations, helping to inform your design decisions.
Notice how the above empathy map extends beyond demographic information and explores deeper aspects of psychology, motivations, and pain points.
Planning and strategy
Creating great UX is a complex endeavor worthy of effort, but of course, it necessitates structure. To keep the trains running on time, you need to set clear objectives and goals for what you expect out of your UX as a startup.
An excellent place to start is by aligning your UX goals with your wider business objectives using SMART goals (Specific, Measurable, Achievable, Relevant, Time-based). To help define these goals and objectives, try mapping out user journeys to understand the stages, actions, emotions, and thoughts of users as they interact with your product. This is another place where personas can come in handy to understand objectives for different subsets of your user base.
Once you know your goals, it can be helpful to build out a document or visual that serves as a UX roadmap to further structure your work. This roadmap can often start with prioritizing features based on SMART goals and business priorities; not everything will make the cut, and that’s part of the process. This is also a great opportunity to lay the groundwork for how you’ll measure the success of UX in your product later. Consider how you’ll track metrics like acquisition rates, completion rates, and task completion efficiency. Treat your UX roadmap like a living, breathing document, not unlike your actual product.
Prototyping and visual design
At some point, you’ll have all the research you need, developed SMART goals, and drafted a clear roadmap. All you need next is a great product! Easy.
Like anything, the beginning stages of product development can seem overwhelming, but they become more manageable when you break things up into concrete tasks. And it all starts with prototyping.
Wireframes are an excellent way to start organizing your product’s interface and refining layouts. Use low-fidelity prototypes for early-stage feedback and high-fidelity prototypes for detailed design validation.
No matter what your final product looks like, having a consistent visual design from the early stages helps prevent confusion and continuously reinforces your brand identity. When it comes to colors, for example, try to choose shades that align with your brand identity and evoke the desired emotions–dust off that old color theory textbook if you have to! Any fonts should not only be readable but also visually reflect your brand's ethos.
Once you have those basic elements set up, maintain visual consistency across all touchpoints to reinforce your brand identity. Creating a UI library is a great way to catalog and track the elements used throughout your product’s interface.
Testing and validation
There will come a time when you’ve migrated from wireframes and low-fi prototypes to the real thing. But before your product is really ready for primetime, usability testing is crucial to catching issues before they balloon into massive problems.
For example, you can use A/B testing to compare different versions of designs, run usability testing to look for pain points, and create heatmaps to visualize user behavior. Just like your UX roadmap is a living document, you should think of your product in the same vein. In the same fashion that you used data to understand users and create personas at the early stages of development, you can also mine research data to iterate and continuously improve on later stages of designs.
Launch and beyond
To make all this work, you’ll need to foster open communication and cross-team collaboration between design, development, product, marketing, and sales teams. Tools like Figma can streamline this process and democratize access to design assets.
You’ll also need to maintain design integrity by creating and sharing design guidelines, and the aforementioned UI library system is a great way to do that.
When you’re ready to launch, consider conducting final usability tests to gather feedback from beta users for last-minute improvements. Planning a soft launch with trusted partners is a great last step for gathering valuable feedback in a safer environment.
Post-launch analysis
Seeing a project mature from conception to implementation is a feeling like no other.
But if there’s a theme to take away from this piece, it’s that good UX is a never-ending process of iteration and improvement. So when you reach the post-launch phase, it’s not time to hit pause, but to dive into user feedback and discover opportunities for refinement.
Instead of viewing your work as a sacred, untouchable masterpiece, embrace that it will need to be continuously improved with user feedback and insights gleaned from data. Maintain high standards for UX by implementing DesignOps practices and adapting to evolving user needs and market changes.
Tools and resources
We’d be remiss in concluding today’s article without providing some insight into common tools and resources that UX designers employ daily. While there are many great tools for startups to utilize when bringing UX ideas to life, we think it’s hard to beat Figma for design. With its affordability and versatility, it can tackle most design tasks with ease. In fact, it’s arguably the best prototyping tool out there, and its simple-to-use interface takes little time to master.
Once things are built, it’s important to invest some time and capital into testing tools. Tools like Maze, UserTesting, Lookback, Hotjar, and countless others offer full testing suites with analytics and UX error detection to identify user pain points. Some people even write their own testing scripts and walk beta users through tasks to see where things go awry. Whichever path you choose, don’t skip this step!
Start harnessing the power of UX to transform your product
Investing in UX design can provide a significant competitive advantage and drive growth for your startup. For any startup trying to emerge from the fray, quality UX is often what separates the “also-rans” from the bonafide market leaders. Ideas can attract users, but great UX will ultimately keep them coming back.
At Neuron, we’ve walked startups with great ideas all the way through designing a great product. If you’re ready to make a user experience so stunning that it can’t be ignored, reach out to our team to get started today.
About us
Neuron is a San Francisco-based UX/UI design agency that creates the best-in-class digital experiences to help your start-up succeed. Whether you want to create a new digital product or refine an existing one, we strive to create collaborative client partnerships that bring your vision to life.
Want to learn more about what we do or how we approach to UX design? Get in touch with our team today, or browse our knowledge base of UX/UI tips.