WEBVTT

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In this five-step process to designing for mobile, I want to 
point out

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some of the aspects or steps that are so critical and tell you why they're so critical

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and explain a little bit about how they work.

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The first step, *assess*, is requirements, 
your internal priorities,

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your business objectives.

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And so – that's for step one – the last 
step, step five, should be familiar as well, it's *sketch*.

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So, we'll also add sketch, review, refine and have that sort of iteration.

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But it's what happens in steps two, three and four that are really, really critical

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and make the difference in a mobile UX design that outperforms and differentiates

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and creates a very, very deep bond with users and in a way that what we call *user adoption*.

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So, step two, *understand* user needs, and that means understand their context of use,

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problems they're trying to solve, their tasks, their goals, all the things that make up personas,

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and then make up journey maps. 
Once you do that very crucial user research step,

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it's step three where you *define* your value proposition and your emotional value.

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So, emotional value is what users get from 
the app so that you essentially support their tasks,

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you support their goals, you support a social aspect of their experience.

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You help them by giving them features and functionality that they find useful.

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Maybe you surprise them pleasantly, delight them.

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Understand their cultural needs. 
Understand their safety needs.

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Whatever it might be, you define that value proposition,

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but also emotional value, 
that chance to connect with a user in such a

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way that they feel at home with your app or mobile 
content.

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So, that's step three. Step four is where you take what you've learned from user needs

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and from defining your value proposition and your emotional value,

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and you then *create a UX strategy* that's like a blueprint for when you get to sketching in the next step.

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So, a differentiated UX strategy 
is something that makes your app special

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and connects with your users in a special way.

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You can't just generate this internally. A lot of product folks have pressure in their jobs,

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product managers, to differentiate, and they typically rely on market research,

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focus groups, surveys, that kind 
of thing. That's market research.

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And so, what we're talking about is if you get into the behavior of your users,

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if you really dig into their contextual experience

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and what surrounds it and what they 
do as they go through their day and their lives

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and how they live it – if you get into that, then you can understand their needs,

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define their value proposition and their emotional value in a way that helps you differentiate.

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So, it might be how you approach the design, what features you drop

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or that you add.

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In other words, the priorities and the good decision-making is what all of UX is about.

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It's about good design decision-making,

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And this five-step process is based on a very powerful and proven approach

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that I've taken in my work over the years, and 
this is basically the way to do it.