27. & p aste
c opy no MM
S
at&t
DESPITE SHORTCOMINGS
no Fla
sh era
cam
no video
28. We’ve learned and struggled for a
few years here figuring out how to
make a decent phone. PC guys are
not going to just figure this out.
They’re not going to just walk in.
Ed Colligan
CEO, Palm
30. But even in version 1.0, the iPhone is
still the most sophisticated, outlook-
changing piece of electronics to come
along in years. It does so many things
so well, and so pleasurably, that you
tend to forgive its foibles.
David Pogue
The New York Times
50. DESIGN RESEARCH
determines goals, needs, omissions, &
pain points through a variety of lenses
HEURISTIC
ANALYSIS
51. DESIGN RESEARCH
determines goals, needs, omissions, &
pain points through a variety of lenses
HEURISTIC USER
ANALYSIS RESEARCH
52. DESIGN RESEARCH
determines goals, needs, omissions, &
pain points through a variety of lenses
HEURISTIC USER OTHER
ANALYSIS RESEARCH SOURCES
53. STRATEGY
drafts broad objectives to satisfy
established needs and goals within
established parameters
54. TACTICAL
ANALYSIS
determines methods that execute
the strategy for the project in the
most effective way reasonable
55. INTERACTIVE
ARCHITECTURE
structures the final product based on the
tactics and strategy developed previously,
aiming to provide the best user experience
59. BRAND RESEARCH
establishes the brand’s personality and any
parameters on its use for this project
BRAND BRAND
GUIDELINES SURVEYS
60. MOODBOARD MOODBOARD MOODBOA
BRAND DESIGN
EXPLORATION
conceptualizes multiple possible design directions
from one or more designer based on the established
brand personality & the project context
61. MOODBOARD MOODBOARD MOODBOA
BRAND DESIGN
EXPLORATION
conceptualizes multiple possible design directions
from one or more designer based on the established
brand personality & the project context
62. DESIGN DIRECTION
synthesizes feedback from the design
exploration to yield a single direction for
the design of the project
63. INITIAL DESIGN
a first-take at a synthesis between the
established visual design direction and the
interactive architecture provided by the
user experience planning process
64. FINAL DESIGN
a completed refinement of the initial design
based on feedback from clients, stakeholders,
and often users themselves.
to build
73. It is not enough that we build
products that function, that are
understandable and usable. We also
need to build products that bring joy
and excitement, pleasure and fun,
and, yes, beauty to people’s lives.
Donald Norman
The Design of Everyday Things