Sherzod Max

Sherzod Max

Product Designer at Lyft

29 action items

Brainstorm a design project

    • Design solves a problem. To understand the problem we have to ask questions. But how do we know which questions to ask? Often times I forget some of them, since there are so many. Over the years, I’ve compiled a handy list of questions that I call a Design Brainstorm doc. I pull it up whenever I need to brainstorm a design challenge. These are not all the questions a designer should ask but it should be enough to get you started. Below is my list of questions in no specific order because depending on the situation, some questions are more applicable than others

    • What’s the product? What is the problem it’s solving?

    • Who is the target audience? Demographic?

    • What do our users want to do? How can we help them achieve their goal?

    • What’s our business model?

    • How does the product work?

    • What’s the typical use case? Now, 2nd and 3rd common use case?

      This will help us prioritize our features.

    • What exists already? What are we missing?

    • What should be designed? Which part of the product?

      (What’s the focus?)

    • What are we trying to accomplish with this design?

    • Is there a design language in place? Design style guide? What are the design guidelines?

    • What’s our existing brand? Tone, voice?

      If none, how do we want to communicate our product’s message?

    • Where and how will people first hear about our product or feature?

    • What should people understand about our product at a glance, and is that compelling enough to convince them to go through the trouble of trying it out?

    • What should people’s first-time experience through our product be, and how do we plan to demonstrate to them its value within the first minute?

    • What do we know already from the user’s first reactions and feedback? Any concerns? What user research has been done already?

    • When and how are we going to conduct user research and interviews?

    • Who are our closest competitors? What can we learn from them?

      What sets us apart?

    • What’s the best medium to express this?

      Mobile app (iOS, Android?), web, print or all of the above?

    • What’s the current roadmap? What needs to be done now vs later?

      Additionally, where do we see the product in 5 years? 10 years? 50 years?

Present work during a design critique

    • As a general rule, try to keep the presentation short and focused around the critique. Preparation is an important factor when it comes to presenting, which is why I'm going mention a few points on that. Also, I wouldn't suggest inviting more than 6–8 people to a design critique. That way everyone will have time to offer their comments.

    • Prepare your talk and know your audience

      Prepare beforehand and go over the main points you want to mention in your critique. Know who your audience is so that you can tailor your message.

    • Prepare your files

      Prepare the Sketch/Keynote/PS files and turn off notifications on your laptop (Do Not Disturb "On" on Mac). Depending on situation, you may even want to print some material to support the presentation.

    • Stand up

      This is optional, but that way you grab attention of the room and lead your presentation

    • Tell everyone why they're in the room and what the subject of the critique is going to be.

    • Be specific where you want feedback.

      This is the main reasons why everyone is in the room.

    • Point out where you don't want feedback.

      For example "Ignore the color palette, I'm still working on this."

    • Be concise and stay on topic.

    • Talk about the goals and the intent of your design.

      What are you trying to achieve with the solution that you're presenting? Everyone can see your screen, so you don't have to go over every little UI element that you've included on the screen, or how long have your worked on it. Rather, try to tell a story of how and why your design achieves the goals. I find that bringing up specific user scenarios helps convey the message.... See more

    • Be ready to articulate your design decisions and process.

      Be clear where you've made assumptions and where you've used data to make conclusions.

    • Don't get defensive when people give you feedback.

      Try to listen carefully and to take it in. Try to keep the critique constructive and ask clarifying questions to find out what people are really trying to say. You're all on the same team and trying to achieve common goal.