Design Challenges

The problem with traditional software development is that a huge amount of time is always invested upfront in creating the entire design flow and getting the design correct. With this approach, the work has to flow in a sequential order, the designer must finish their job before any development can begin. As design is subjective, it rarely passed off without any changes. By the time the design gets approved by the stakeholders, the developers are left with very little time to code the actual product. This often leads to delays in project and cost overruns.

Designers work in silo

Designers usually work in silo and collaboration with other team members are almost non-existent. They are too focused in creating visuals and have the tendency to wait until the design is pixel perfect before sharing with the team and stakeholders. Because designers work alone and have very little interaction with the end user, the designs they produced are based on their own opinions and not their users'. By leaving out the users from the creative process, designers often miss out on the opportunities to learn from them and find out what they their challenges are, what they really need and what they desire. This can have a huge effect on the final outcome of the product and no matter how beautiful or feature-rich the product is, it cannot be considered a success if it does not satisfy the user's needs.

"If you think good design is expensive, you should look at the cost of bad design." – Ralf Speth

Story-centered design

Dtal works in customer centric manner where customer story telling is used as a foundation for design and where visualizations are brought in early in collaborative setting to drive rapid cycles of ideation and leading to end-to-end Agile delivery. The idea of story telling is to create a series of use-cases for the product and show the steps a user would take to go through each given scenario. The emphasis at this point should be on how the product works and not the detail of the design.

Unlike typical design approach, design through story telling allows Dtal to connect with their users and focus on creating design that supports the user action to achieve their goals. A story-centered design would also help us to develop greater empathy with our users, quality that is essential to building product that users love.

Benefits of design through story telling

Better User Experience & Design: Story telling provides a holistic approach to product design which emphasizes on the importance of designing as an interconnected whole as oppose to indiviudal parts. This leads to a more cohesive user experience and consistent design.

Reduced Risk: As stories offer an end to end flow of the user interaction with the product, it exposes gaps and discrepancies that we usually missed had we dive straight into visual design. This allow us to fix those issues early and avoid drastic design changes which can a huge effect on the project delivery.

Reduced Conflict: The collaborative nature of story telling enables the team to come together to talk about the users and their journey of using the product. This helps to get rid of any assumptions that the team might have and align everyone towards a common goal thereby reduces the chances of future conflict.

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