In this post, we’ll guide you through the essence of the design of products, including the roles of product and UX designers, the connection between industrial and product design, and the difference between UX and UI designers. We’ll also discuss the product design process, prototyping and testing, balancing aesthetics and functionality, development and launch, and post-launch activities. So, let’s get started!

Key Takeaways

• Product design combines business outcomes, user experience, and technical constraints to create products that meet user needs.

• UX and UI Designers collaborate to create aesthetically pleasing and functional products that meet company objectives.

• The product design process involves defining a vision/strategy, conducting research, prototyping & testing for successful product launch.

The Essence of Product Design

Designing products is a multifaceted process that blends aesthetics, functionality, and usability to create products that meet user needs, business goals, and market expectations. Building any product from physical to digital will be a compromise. The only form of perfect you’ll see is through this balance of what your customers want, how much they’re willing to pay, your technical constraints, and the cost of building your solution.

Through this article, we’ll cover both physical and digital product and specifically the roles of these players:

• Product designers

• UX designers

• Industrial designers

• UI designers

We won’t be able to cover everything but we hope to provide a solid foundation for understanding the various aspects of product design and how they all come together to create a successful product.

Understanding the Role of Product and UX Designers

The term “product designer” seems to have different meaning to different people. They’re often viewed as the people that build physical products, but in general they’re often the individuals that are responsible for the product overall, and should have a clear understanding of the impact of the product to the market and the business. In our view, the good ones can often span the gap between physical and digital product design.

UX designers center their work on user experience. Most people think this is a pure software position, but again, these roles can be critical to good physical products. UX designers should have a deep empathy for their users and explore all physical and digital interactions with the product. The best UX designers can build compelling experiences that connect a device and the app that controls them in a meaningful way.

Both roles are integral to successful product creation. A product designer is responsible for:

• Creating of a product that solves a real customer need

• Understands the impact to the business from both a timeline and cost perspective

• Can balance the requests of the customer and internal teams

• Sets priorities and constraints of the program.

On the other hand, UX designers work on understanding user needs and crafting the best possible user experience. They need the following skills:

• Research skills

• Technical skills for prototyping

• Knowledge of UX design tools

• Information architecture

• Visual communication

• Interaction design

• User-centered design principles

• Problem-solving abilities

Through the amalgamation of their unique abilities and perspectives, product and UX designers can construct a product that aligns with the company’s objectives and provides users with an exceptional experience while interacting with the product. These roles are defined differently based on the company, but often fit as product designers, UX designer, UX strategist, design lead, or product manager.

Regardless of the role you start in, they highly sought after individuals in tech, e-commerce, digital marketing agencies, and any business with a digital presence.

The Connection Between Industrial Design and Product Design

Industrial design laid the foundation for modern product design, with a focus on mass production and the need for specialized designers. The history of industrial design dates back to the 19th century, but it really came to the forefront in the 20th century. Industrial design is about designing physical products that can be manufactured in bulk, and it has influenced the entire design process of modern products.

The impact of industrial design on modern product design is profound. It goes beyond just making products look good, taking into account material innovations, ergonomics, and user experience. Industrial designers act as a link between marketing and engineering, turning concepts into tangible products that meet the needs of customers. They also help companies stay ahead of the competition by pushing the boundaries of design and introducing new ideas.

Mass production is a key element in both industrial and product design, as it enables the efficient, cost-effective production of large volumes of identical products through standardized methods and equipment. In essence, industrial design has been crucial in shaping the landscape of modern product design. The constraints set by the product designer give a framework for the industrial designer to explore.

The Difference Between User Experience (UX) and User Interface (UI) Designers

While UX designers work on user experience, UI designers focus on the visual elements of a product’s interface. Both roles are vital in the design process, but they each have different responsibilities. UX designers collect user research, build wireframes, and define the overall user experience. UI designers, on the other hand, take those wireframes and create the visual elements such as colors, typography, and layout. They work together to make sure the design is seamless and cohesive, and that it meets the users’ needs.

Collaboration between UX and UI designers is essential for creating a successful product design. The seamless integration of their expertise ensures that the final product not only looks visually appealing but also provides a smooth and enjoyable user experience. By working hand in hand, UX and UI designers can bring the best of both worlds to the table, creating products that excel in user interface design and are both aesthetically pleasing and highly functional.

The Product Design Process

The product design process is a crucial aspect of creating successful products. It involves the following steps:

1. Defining the product vision and strategy

2. Conducting user and market research

3. Ideation and concept development

4. Testing with ideal customers

5. Adapting the process to fit project needs

By following this process, designers can ensure that their products not only meet user needs but also align with business objectives and market demands.

Defining Product Vision and Strategy

The design process begins with the establishment of a clear product vision and strategy, which guides the design process and aligns the product with business objectives. Defining success criteria is key for measuring progress and having a more results-focused process. A value proposition is a guide to the key components of a product: what it is, who it’s meant for, and when and where it should be used.

To ensure that your product vision and strategy align with business goals in product design, it’s crucial to understand the company strategy and goals, keep the customer in mind, and find the overlap between product and company goals. Visualizing how current and future alignments will look can help you maintain consistency in product design, ensuring that the final product is in line with the brand identity and business objectives.

Conducting User and Market Research

Another significant step in the product design process is conducting user and market research. It helps designers understand the target audience’s needs, preferences, and market trends. User research methods, such as user interviews, survey questionnaires, and diary studies, provide valuable insights that can guide the design process. Market research, on the other hand, helps designers evaluate the product’s market potential and get internal stakeholders on board.

By understanding the target audience and conducting thorough research, designers can create products that meet user needs and align with market trends. This not only ensures a successful product launch but also minimizes the chances of costly redesigns and wasted resources.

In essence, user and market research are essential components of the product design process, providing a solid foundation for creating user-centric and market-driven products.

Ideation and Concept Development

Ideation is the process of brainstorming creative ideas and refining concepts based on research insights. It’s a critical stage in the product design process, as it allows designers to:

• Explore various design ideas

• Select the most suitable ones for further development

• Prioritize quantity over quality, generating as many ideas as possible

• Refine ideas based on research insights and user feedback

By following this process, designers can come up with innovative and effective solutions for their products.

Refining concepts based on research insights is crucial in ensuring that the final product is tailored to the target audience’s needs and preferences. By testing and validating ideas early in the design process, designers can save time and effort, as well as reduce the chances of costly redesigns later on.

In essence, ideation and concept development play a pivotal role in creating innovative and user-centric products that cater to market demands.

Adapting the Design Process to Project Needs

Adapting the design process to suit the specific needs and capabilities of each project is essential in product design. There is no universal solution for product design, and customizing the process to the project’s specific needs is the most effective approach. Factors such as the size and complexity of the project, the design team’s capabilities, and the project’s timeline can all affect the design process and project management.

By adjusting the design process to match project requirements, designers can ensure that the final product meets user needs and business objectives. This involves:

• Collaborating closely with project managers, engineers, and other experts

• Addressing technical constraints

• Adapting the design process to the project’s unique challenges and opportunities

In essence, adapting the design process to project needs is crucial for creating products that are both functional and visually appealing, ensuring a successful product launch and long-term business success.

Prototyping and Testing: Bringing Ideas to Life

Prototyping and testing are crucial steps in the product design process, allowing designers to bring ideas to life and validate their concepts. By creating prototypes and mockups, designers can test their ideas, gather user feedback, and make improvements based on real-world usage. Testing and validation help ensure that the final product is user-friendly, visually appealing, and functional.

This section will cover the different types of prototypes and tools used in product design, along with various usability testing methods. By understanding the importance of prototyping and testing, designers can create successful products that meet user needs and stand out in the market.

Types of Prototypes and Tools

Various types of prototypes and tools, such as computer aided design (CAD) software and 3D printers, are utilized in product design to create mockups and functional prototypes. Prototypes can range from simple sketches on paper (low-fidelity) to simulations that look and work like the real thing (high-fidelity). CAD software is a digital tool that engineers and designers use for product design prototyping, allowing them to create, modify, and visualize product designs in a virtual environment.

3D printers, on the other hand, enable designers to create physical prototypes of their designs, providing a tangible representation of the final product. Selecting the appropriate prototyping technique and tools is essential for reducing effort and increasing learning during the design process. By using the right tools and techniques, designers can:

• Create accurate and realistic prototypes

• Effectively communicate their design intent

• Test and validate their ideas before moving on to the development phase

Usability Testing Methods

Usability testing methods, such as user interviews, contextual inquiries, and remote usability testing, play an essential role in gathering feedback and improving designs. Usability testing is a user research method that checks if the design of a product functions properly for its intended users. It helps pinpoint any usability issues, gather qualitative data, and determine how satisfied people are with the product.

By employing various usability testing methods, designers can gather valuable insights into user behavior, preferences, and needs. This feedback can then be used to refine and improve the design, ensuring that the final product is user-friendly and meets user expectations. In essence, usability testing is a vital component of the product design process, providing designers with the information they need to make informed decisions and create successful products.

Balancing Aesthetics and Functionality

Striking a balance between aesthetics and functionality is essential in product design, ensuring that products are visually appealing and user-friendly. A well-designed product not only catches the eye but also provides a seamless user experience, meeting the needs of both the user and the business.

This section will discuss the following topics:

1. The significance of maintaining a balance between aesthetics and functionality in product design

2. Methods to align product design with brand identity

3. Strategies to handle technical constraints

Aligning Product Design with Brand Identity

Aligning product design with brand identity is crucial in maintaining consistency across the product range and ensuring that the final product resonates with the target audience. Creating clear brand guidelines and involving the design team in brand development can help achieve this alignment. By understanding the company’s strategy, goals, and values, designers can create products that not only meet user needs but also align with the overarching brand identity.

Developing a strong brand identity and aligning product design with it can help set a product apart in the market and create a lasting impression on users. By incorporating brand elements, such as colors, typography, and imagery, into the product design, designers can create a cohesive and visually appealing product that reflects the brand’s identity and resonates with the target audience.

Addressing Technical Constraints

Addressing technical constraints is another important aspect of balancing aesthetics and functionality in product design. Technical constraints include:

• Limitations related to production feasibility

• Technical limitations

• Performance requirements

• Compatibility

• Size and weight restrictions

• Safety regulations

• Power and energy needs

• Environmental considerations

• Cost restrictions

• Time limits

By collaborating with engineers and other experts, designers can ensure that the product is both functional and visually appealing, without compromising on quality or user experience.

Considering technical constraints during the design process helps ensure that the final product is feasible and works properly. By addressing potential manufacturing issues early on, designers can avoid costly redesigns and delays, ensuring a successful product launch and long-term business success.

In essence, addressing technical constraints is a vital component of the product design process, ensuring that products are both visually appealing and functional.

Development and Launch

The development and launch phase of product design is crucial for bringing the product to market and ensuring its success. During this phase, the project is handed off from design to development, and manufacturability considerations are taken into account.

In this section, we will discuss strategies for an effective transition of a project from design to development and the importance of considering manufacturability for a successful product launch.

How to Hand Off A Project From Design to Development

Handing off a project from design to development is a critical step in the product design process. Clear communication and effective collaboration between designers and developers are essential for ensuring that the final product looks and works as planned.

Some tools that can facilitate a smooth transition from design to development include:

• Figma – a UX, UI design tool

• CREO – 3D modeling tool

• Information Architecture – How everything works together

• Product Requirements Documents (PRD) – The “why”, and constraints of the product

By utilizing these tools, you can ensure that the final product is implemented accurately and efficiently.

By following a structured design handoff process and using the appropriate tools and strategies, designers and developers can collaborate effectively, ensuring that the final product is both visually appealing and functional. This seamless transition between design and development is crucial for bringing the product to market and ensuring its success.

Considerations for Manufacturability

Manufacturability is a crucial consideration in the product design process, as it determines the ability of a product to be produced efficiently and at a reasonable cost. By taking manufacturability into account during the design process, designers can avoid potential production issues and ensure a successful product launch. Factors to consider during the design process include:

• The cost of materials

• The complexity of the design

• The availability of components

• The production process

Considering manufacturability during the design process helps ensure that the final product can be produced efficiently and cost-effectively. By addressing potential manufacturing issues early on, designers can avoid costly redesigns and delays, ultimately leading to a successful product launch and long-term business success.

In essence, manufacturability is a vital component of the product design process, ensuring that products are not only visually appealing but also functional and feasible.

Post-Launch Activities

After launching a product, it’s essential to focus on post-launch activities to ensure its success in the market. These activities include building an inbound funnel, gathering user feedback, and iterating on the design based on insights.

This section will discuss the significance of post-launch activities in product design, with insights on how to construct an effective inbound funnel and gather user feedback for iterative design.

Building an Inbound funnel

Developing a compelling digital marketing strategy to attract and engage customers after the product launch is crucial for success. The stages of an inbound marketing funnel include:

1. Attracting customers

2. Converting leads

3. Closing deals

4. Delighting customers

By following these steps and creating a strong inbound marketing strategy, businesses can ensure their product reaches the target audience and generates interest, ultimately leading to increased sales and market success.

Effective inbound marketing strategies focus on:

• Creating content that resonates with the target audience

• Connecting with visitors through personalized interactions

• Offering something of value in exchange for contact information

• Using strategic marketing to convert leads into customers

By building a robust inbound funnel, businesses can ensure the ongoing success of their product in the market and foster long-term customer relationships.

Gathering User Feedback for Iterative Design

Continuously gathering user feedback and monitoring market trends is essential for refining and improving the product through iterative design. User feedback can help with:

• Identifying usability issues

• Understanding user needs

• Detecting and fixing bugs

• Supporting iterative design

• Increasing customer satisfaction

By incorporating user feedback into the iterative design process, designers can create products that truly meet the needs of the target audience, as users interact with the product and provide valuable insights.

Gathering user feedback for iterative design can be done in various ways, such as:

• Surveys and questionnaires

• Exploratory interviews

• Testing prototypes

• Social media

• In-app feedback

By using these methods to collect feedback, designers can refine and improve the product based on real-world usage and insights, ensuring that the final product is user-friendly and meets user expectations.

Summary

In conclusion, mastering the art of product design is crucial for creating innovative and successful products that cater to user needs, align with business objectives, and meet market demands. By understanding the various aspects of product design, such as the roles of product and UX designers, the connection between industrial and product design, and the difference between UX and UI designers, aspiring designers and entrepreneurs can create products that stand out in the market.

The product design process, from defining product vision and strategy to prototyping, testing, and post-launch activities, is essential for ensuring the successful development and launch of a product. By balancing aesthetics and functionality, considering manufacturability, and incorporating user feedback, designers can create products that truly resonate with the target audience and deliver an exceptional user experience. So, embark on your journey to master the art of product creation and bring your innovative ideas to life!

How do I get started?

‘I’d rather my users be bored than confused’.

Design briefs are brought to us as a confusing puzzle, waiting to be solved. Our first responsibility as Designers is to eliminate points of stress, ambiguity, and confusion in the flow. Your recommended design should be easy to use and informative, whilst addressing the overarching problem you’re tackling. First, focus your efforts on enhancing the product’s usability and designing value-based features that help your users solve the problem, rather than trying to come up with the next groundbreaking design element. Likely, your users are experiencing confusion and frustration with the current platform. You want to provide them with a design that’s intuitive and well, dare I say it, boring.

Skipping over the ‘boring’ phase

This is such an easy mistake to make. Most of us, myself included, are so eager to get into the fine details of design and how to make the most out of micro-interactions, that we accidentally rush to the delightful stage a little too quickly. However, solidifying the boring stage is such a crucial step in the design process. As a good designer, you want to really nail down the correct solution that minimizes user stress and provides the user everything they need to get from point A to B. By skipping over this step, you end up with a pretty design (which is cool), but one that could miss the mark on some key usability details and is confusing to use (not so cool).

What makes a ‘delightful’ design?

So, what’s the difference between boring and delightful? How can I apply this to my designs? To start, lay out the technical and time constraints of the project. Familiarizing yourself with these will help narrow down and prioritize the ways you want to and can feasibly elevate your design. After doing so, check out this list of ways to embed delight into your design:

• Micro-interactions
• Animations
• Live feedback
• Removing redundancy
• Simplifying user flow
• Icons and visuals
• Personalization / customization
• Contextual recommendations and resources
• Suggestions and tips
• Visual design

Adding these details can drastically elevate your designs from boring to delightful, but definitely require additional time and resources – meaning there is an opportunity cost associated with the decision to include each specific element of delight. However, strategically incorporating at least some elements of delight can drastically improve your design and give your users an experience to remember.

How did I apply this at SnapPea Design?

One of our clients, Rapid Novor, approached SnapPea to assist with the improvement of their existing platform while considering time and technical constraints. We delivered a delightful experience for their user base. Here are some ways we incorporated the methods mentioned above:

Progress animation

This is an example of a micro-interaction, specifically a progress indicator, where the trigger is clicking the ‘Submit’ button and the feedback is a circular loading animation telling the user that the upload process has begun. This communicates that the system is working and users don’t have to second-guess whether their action was recognized.

Simplifying user flow

Within the platform, users select Post-Translational Modifications (PTMs) that they wish to apply to their analysis. Previously, users would select a PTM and then select whether to add it as fixed or variable. This two-step process was reduced to just one click in the new design. Since the number of selected PTMs can vary between 5 to 10, this simplification reduces time spent while improving the user experience.

Eliminating redundancies

After determining that users often only upload one file at a time, it was decided that the file upload modal would close immediately after the user selects a file from their file manager. Previously, the file would appear on the modal with a ‘Done’ button that users must click to finish the process. This is ideal for uploading numerous files, but not in our case. By simplifying this flow, users can immediately transition to the next step.

So to wrap it all up, prioritize the ‘boring’ stage first, eliminate anything that’s confusing, introduce delightful interactions through animations, visual design, live feedback, etc., and you’re golden. Good luck!

It is essential to prioritize healthy and efficient collaboration between designers and developers throughout the entire design process. Whether you’re at a large corporation or a small startup, designers should look for opportunities to streamline the development hand-off process. At the end of the day, it’s up to the development team to bring your designs to life.

Here at SnapPea Design, we value our relationships with clients and constantly look for ways to improve our workflow. One of our clients, Rapid Novor, approached us to assist with the improvement of their existing platform while considering time and technical constraints. Here are some things we’ve learned during our time with Rapid Novor that we would like to share with you. Let’s get started!

Discover technical constraints early on

There are certain constraints that only the development team will know and understand. So it’s up to you to ask the right questions and present your ideas in a way that can spark the right conversations. Ideally, you want to get these over with as early as possible, so your team can design with the right constraints in mind. How familiar is the development team with front-end code? What component library are they using? Are there any limitations with the database? The last thing you want to hear during a design walkthrough session is: “This page will not be feasible with our resources and timeline”. Ask well and ask early to save yourself time and effort in the long run.

Keep devs in the loop with design updates

Not only do you want your designs to align with the company’s business goals, but also with those of the development team. Keep them in the loop with short and frequent updates. This allows you to catch any technical constraints you might’ve missed in the beginning and it gives developers an opportunity to know how the design is progressing. Strive to break down the walls between designers and developers.

Building trust along the way

Building trust as a team is not an easy task. With a difficult problem space and looming deadlines, it can be the last thing on your mind. But fear not, there are some simple ways to start building trust with your developers that will have a long lasting impact on your team. Building trust starts with listening. This means asking a lot of questions, since developers will know a lot more about their product. Listening and asking questions shows the client and developers that you’re engaged. After presenting your ideas and designs, always ask for feedback. Doing this often and early creates a healthy environment for collaboration and trust.

Check in on devs during development stage

Design doesn’t stop after the hand-off stage. During this stage, the development team may find missing screens or empty states that need to be designed for. As the designer, do your best to get these defined and delivered ASAP and support them along the way.

Be specific in design details and interactions

In addition to screens and assets, your design file should include notes and interactions for developers to really understand the purpose of the design. There may be details and interactions that are obvious to you, but may not be known to a viewer. Be specific in what you want to convey to avoid the mistake of developing the wrong interaction. Here is an example of this with Rapid Novor:

Utilize Figma to its full potential

Whether you’re using Figma, Mockplus Cloud, or Zeplin to hand off your designs, it’s critical to get the development team in the loop of things. This could mean setting up a short meeting where you run through the basics of using Figma, how to take advantage of redlining or the Inspect tab or simply writing up a document on where to find assets in Zeplin. This will minimize interpretation errors and optimize their workflow.

Prototype

Prototyping is more than just a great way to showcase your work on your portfolio – it is also an additional tool for describing your vision to developers. Providing a prototype can really help them understand your vision and how to properly implement it. Nowadays, the capabilities of prototyping tools are amazing and can really help you to get your message across. Some include: Figma, InVision, and Marvel. Here is an example of a prototype we created for Rapid Novor:

Conclusion

As a designer, you’ll be working closely with a variety of different teams and backgrounds. You won’t be designing in a silo. Establishing a healthy and effective relationship with developers can really level up your design process. Good luck!

There’s always some nervous excitement when someone asks “Why did you design it like this?” If you’re at the beginning of your design career, you might have some trouble answering this on the spot. It takes time to build the skill of defending your designs and navigating tough but useful product discussions.

Our motto at SnapPea Design is: “Every great product starts with an argument”. We strive to build meaningful and feasible products that have been properly validated. This includes having honest discussions up front with backed up design decisions. One of our clients, Rapid Novor, approached SnapPea to assist with the improvement of their existing platform while considering time and technical constraints. Here are some things we’ve learned during our time with Rapid Novor that we would like to share with you. Let’s get started!

Refer to data and user research

Taking advantage of research findings is a great way to strengthen your design decisions. After all, one question that design decisions should answer is: “How does this help our users achieve their goals?” Because a good understanding of the target users is the start to a great product experience. Both qualitative and quantitative insights can help validate assumptions or help us learn new things about our users. Use these findings to back up your decisions and defend your logic.

Go back to the basics

So, what happens if there’s no data or user research to reference? This is where you need to go back to your design basics: visual design fundamentals, design principles, usability heuristics, etc. Use this as an opportunity to challenge your knowledge on design theory and how grounded you are in its fundamentals. A great resource to reference is the Nielsen Norman Group, a collection of design articles written by world leaders in research-based user experience.

Know who you’re talking to

Be ready to change how you present your reasoning depending on who you’re showing itto. Your audience can range from clients, to developers, to other designers on your team. The more time spent catering your explanations to the vocabulary of a specific stakeholder, the easier it will be to understand and digest. For example, you might want to focus on how the design will be easier to develop and maintain in front of developers and how you drew conclusions from user findings in front of business clients.

Always review with your team, whether you’re a junior or a senior

It’s so easy for designers to be absorbed and caught up in their work. You’ve been there from beginning to end, coming up with reasons for why you designed components the way you did, so it’s easy to think that your design is going to be the final iteration. However, this is usually not the case. Be open to feedback and remember that your work is part of a group effort. Know when to continue defending your designs and when to take a step back and listen.

How did we apply this with Rapid Novor?

Typically we like to kick-off all projects with in-depth UX research to help inform our designs. However, in order to accommodate our client’s target deadline, we leveraged design fundamentals, market research, and lightweight qualitative research with domain professionals on the Rapid Novor team instead. Since the product is a platform where users input multiple parameters and files to generate an analysis, we focused on hierarchy, visual design, and ease of use to efficiently guide user attention.

Questions to ask yourself

Here are some questions you can ask yourself before presenting your designs to other designers or stakeholders. The answers to these questions can help shape your rationale behind your designs.

• How does your design help your users achieve their goals?
• How does your design help the business and development team achieve their goals?
• What kind of design principles are present in your design?
• What other options did you explore and decide not to go with?
• How did you apply insights from primary or secondary research into your design?

Lastly, be comfortable with being uncomfortable. Being a designer means dealing with tough situations of presenting and defending your designs, and potentially being shut down. But hey, it happens and it will help you build a better product and ultimately make you a better designer. Good luck!

Christina Ru is an aspiring Product Designer currently in her last year at the University of Waterloo. Feel free to connect with her on Linkedin or check out more on her website.