In a recent talk about product vision design, Alissa Briggs, Director of Design at Autodesk, describes a successful vision-oriented research process as “meeting with customers and dreaming with them.” UX research is often viewed as the science that informs the art of design, but when developing a product vision design, it is important to approach research as both science and art. Dreaming with customers requires empathy, flexibility and the willingness to explore ideas organically, in the moment.
The boundaries often created by reviewing wireframes and prototypes with users can limit the possibilities that could be central for creating a new vision. Typical UX research methodology includes understanding the needs and expectations of users, but how do you discover the opportunities that may lie beyond users’ expectations, beyond their current experience?
Have people participate in creating the vision - internally and externally. As we shape the vision, we can connect it back to that engagement and the bigger meaning behind it. - Alissa Briggs, Director of Design at Autodesk
Frequent engagement with users and stakeholders for clarity and feedback will help to refine the vision concepts and design. The level of fidelity that is used to present the vision shapes the way people will respond to a concept or idea.
There is definitely a hazard of getting feedback that isn’t right for that moment in time. If it’s too detailed, it closes the door for ideas because people think it is already done. - Keela Robison, VP of Product Innovation at Netflix
When considering whether to use storyboards, wireframes or high-fidelity prototypes to validate the vision design, we should ask ourselves what type of feedback is right for this moment. What can we show that will communicate just enough for people to understand what it is, how it can fit in their lives and offer meaningful feedback?
There is no formula for the best research methodology for product vision design, but by approaching vision research as both art and science; constantly evolving and focused on empathy, conducted with the mind of a beginner instead of an expert, we can begin the hard work of dreaming up a new product vision.
To hear the full discussion between Keela Robison and Alissa Briggs as they discuss product vision design as part of our Product Vision Design Discussion Series, check out our podcast or watch the video now. If you would like to chat with us about research for your next product vision design project, contact us at hello@proximitylab.com.
In a recent talk about product vision design, Alissa Briggs, Director of Design at Autodesk, describes a successful vision-oriented research process as “meeting with customers and dreaming with them.” UX research is often viewed as the science that informs the art of design, but when developing a product vision design, it is important to approach research as both science and art. Dreaming with customers requires empathy, flexibility and the willingness to explore ideas organically, in the moment.
The boundaries often created by reviewing wireframes and prototypes with users can limit the possibilities that could be central for creating a new vision. Typical UX research methodology includes understanding the needs and expectations of users, but how do you discover the opportunities that may lie beyond users’ expectations, beyond their current experience?
Have people participate in creating the vision - internally and externally. As we shape the vision, we can connect it back to that engagement and the bigger meaning behind it. - Alissa Briggs, Director of Design at Autodesk
Frequent engagement with users and stakeholders for clarity and feedback will help to refine the vision concepts and design. The level of fidelity that is used to present the vision shapes the way people will respond to a concept or idea.
There is definitely a hazard of getting feedback that isn’t right for that moment in time. If it’s too detailed, it closes the door for ideas because people think it is already done. - Keela Robison, VP of Product Innovation at Netflix
When considering whether to use storyboards, wireframes or high-fidelity prototypes to validate the vision design, we should ask ourselves what type of feedback is right for this moment. What can we show that will communicate just enough for people to understand what it is, how it can fit in their lives and offer meaningful feedback?
There is no formula for the best research methodology for product vision design, but by approaching vision research as both art and science; constantly evolving and focused on empathy, conducted with the mind of a beginner instead of an expert, we can begin the hard work of dreaming up a new product vision.
To hear the full discussion between Keela Robison and Alissa Briggs as they discuss product vision design as part of our Product Vision Design Discussion Series, check out our podcast or watch the video now. If you would like to chat with us about research for your next product vision design project, contact us at hello@proximitylab.com.