ux/ui, product design ⁕ 25 dec 2024
ux/ui, product design ⁕ 25 dec 2024
At INSAIM, we believe good UX design is the key to creating a digital product that truly connects with people. We focus on your business goals and put real users at the center of everything we do. By identifying pain points early and building towards clear outcomes, we develop solutions that enhance the way users interact with your product. Below, we’ll walk you through our user-centered design approach, from UX research and user flows all the way to high fidelity prototypes and the final product.
Before we start designing anything, we spend time getting to know you and your business goals. Every company is different. Some want to boost their sales, others focus on user engagement, and some need to solve complex internal problems. Learning what success looks like for you sets our direction for the project.We also dive into any key performance indicators (KPIs) you already track. These can be metrics like conversion rates, sign-ups, or customer satisfaction scores. By understanding what matters most to your organization, we can plan a strategy that meets your unique needs.
Once we understand your goals, we begin ux research to learn about your target audience. This step helps us understand the user—who they are, what they need, and how they might use your digital product. We explore their habits, motivations, and pain points to guide our design decisions.
We talk directly to real users and ask them questions about their experiences. Surveys help us gather broader feedback and spot trends.
By observing people in their natural environments, we learn how they currently solve problems. This helps us see where your new solution could fit in.
We check out similar products in your market. Understanding what others do well (and not so well) can highlight opportunities for innovation.
We recently wrote about the research process: UX research methods for startup design: Cheat sheet + 4 real-life examples of how we nailed it.
UX research ensures that the product we design is based on real data, not guesses. When we say we can do UX design, we mean we back every decision with evidence.
From our ux research, we create user personas to represent different audience types. Each persona embodies a typical user’s background, goals, and main pain points. Personas act like a quick reference for our product designers and other team members throughout the design phase, making sure every choice we make aligns with actual user needs.
We then use these personas to guide journey mapping. This process breaks down each step a person might take as they use or explore your digital product. We note the emotions and thoughts at each stage to spot friction or unmet needs. Journey mapping reveals moments where users interact with your product and might face obstacles, allowing us to plan solutions ahead of time.
”Focus on the main user flow first, then add extras after. By mapping out the most important steps first, you ensure users can achieve their primary goal easily—before layering in additional features.”
Victor Gubanov, CEO of INSAIM
Information architecture lays out how features and content are arranged in your product. Good information architecture helps users find what they need without confusion. When you have a solid structure, the design becomes easier to use and more enjoyable.
To detail how people get from one place to another within your product, we map out user flows. Think of user flows as a step-by-step guide of what people do to complete a task. For instance, if your business goals focus on selling a product, we chart the steps from exploring the product page to completing checkout. Mapping out user flows ensures the experience makes sense and is free of dead ends or extra steps that could frustrate your users.
After planning the structure, we start with simple wireframes. These low-fidelity sketches outline how the user interface might look and how users interact with your product. At this stage, we don’t worry about the final visuals—our focus is on layout and functionality. These quick sketches can be easily changed based on feedback.
Once our low-fidelity frames seem right, we add more detail. Mid-fidelity wireframes show standard design elements and content placeholders. These can reveal if your information architecture holds up or if certain user flows need adjusting. Because they’re still not finalized, it’s cheap and fast to make fixes.
With wireframes validated, we build high fidelity prototypes that look much closer to the final product. They include brand colors, typography, images, and interactive elements. This lets us (and you) see how the digital product might function in real life.
These prototypes also provide a more accurate experience for testing. Since they resemble a working product, real users can give clear, actionable feedback. If something feels off, we catch it early and avoid expensive changes down the road.
After we build these high fidelity prototypes, we conduct usability tests with actual or representative users. We observe how they navigate the product, whether they get stuck, and if it meets their needs. Watching real people interact helps us validate or reconsider our design decisions.
We collect feedback from usability tests and analytics, then refine the design. Sometimes it’s small tweaks—fixing labels or button placements—and other times it’s larger changes, like rethinking an entire flow. This iterative process carries on until we’re confident the product is ready for development.
Collaboration is a big deal at INSAIM. Our product designers, developers, project managers, and other team members all share insights and ideas. We keep lines of communication open, so if someone notices a potential issue, we can fix it right away. This teamwork helps projects stay on time and on budget.
We also encourage our clients to be part of the process. Whether it’s joining design workshops or giving feedback during a demo, your input plays a key role in shaping the final product.
When the design is tested and approved, it’s time for development. We hand off files and specs to developers with clear guidelines about layout, colors, typography, and interactions. This step ensures that the final experience matches what was tested.
But our job at INSAIM doesn’t end at launch. We track how users interact with your product post-release, gathering metrics that show how well the solution is doing. This data helps us figure out any new pain points or ways to improve the product. With continuous updates, you stay ahead of the curve.
Check out our recent cases to see how we went from idea to realization with a startup team.
Custom mobile app design process: From prototyping to ux optimization for PLAYWRK
Designing a startup from scratch with AI: Essentials for a health app in 30 days.
Alignment with your goals. We tailor our process to your business goals, so each choice supports your unique objectives.
Rigorous UX research. By focusing on real users and pain points, we can do UX design that meets actual needs.
User-centric framework. We build user personas, do journey mapping, and map user flows to make sure the final product works for real people.
Smooth information architecture. A clear information architecture improves usability and makes your brand more trustworthy.
High fidelity prototypes. We refine each design phase with near-real visuals, so you know exactly how the final product will look and feel.
Collaborative process. Our entire team works together, and we welcome your feedback at every stage.
Ongoing support. After launch, we continue to analyze user behavior and look for ways to improve. We’re committed to long-term growth.
At INSAIM, we strive to create products that are intuitive, beautiful, and aligned with your business goals. Each project is an opportunity to help our clients stand out in a crowded market.
Ready to bring your digital product idea to life? Let’s start with a discovery session to talk about your business goals, target users, and main pain points. This helps us create a roadmap for the steps in the ux design process. We’ll detail how our team members handle journey mapping, user flows, information architecture, and testing.
Let us know what you’re building (or rebuilding).
The timeline varies based on scope and complexity. Smaller projects can take a few weeks, while larger ones may span several months. We work with you to set realistic milestones and delivery dates.
If you already have some research, we’ll definitely use it. But if not, our team can conduct thorough UX research to ensure we understand the user and their needs.
We follow an iterative process with regular feedback loops. You’ll have chances to review wireframes and high fidelity prototypes so we can refine the design until it meets your expectations.
UX design is about overall experience—how users interact with your product and whether it meets their pain points. UI design deals more with the visual elements, like color schemes, fonts, and layouts. At INSAIM, we handle both, ensuring consistency across the entire product.
