Designing the user experience is at the core of our ISO-accredited user-centred design (UCD) process. This creative process can be applied to any type of project - a product, website, mobile app, or even the creation of a new brand. Our user experience (UX) team members are experts in lean, agile, and Scrum project management, collaboratively working within a wider team that includes developers, designers and marketers. We apply a cross-channel mindset and apply the following process.
Before we design a digital product or service, we conduct meticulous research. Guided by the principles of user-centred design we prioritise the end-user from the start. We draw on a range of techniques to tease out the requirements and desires of clients and their customers. The tools we use include:
- Stakeholder interviews
- Competitor and big-data analysis
- Ethnography sessions
- Persona mapping and research
- Usability testing and focus groups
- Participatory design
What is user experience? Our experts produced a handy introduction to the concept of user experience and other terms. Download our free iOS app, UX Companion.
Informed by research, we consider the best way to engage your audience – formulating a content strategy. From defining the hierarchy of content and flow of information to translating key messages into copy, graphics and videos we ensure that the digital real estate is eye-catching, informative and consistent across media.
Persona documents are one of the tools Cyber-Duck uses to record the attributes and desires of key user groups. These fictional profiles are short summaries that can be quickly consulted throughout the project.
We plan the interaction design by creating sitemaps, flows of control, and use case diagrams. We start by sketching low fidelity interfaces, moving to high fidelity prototyping once our art directors firm up the creative direction. They work alongside our developers who craft the database logic, outline the technical architecture, and define the functional specification.
We gradually build up prototypes via constant customer and stakeholder feedback, ensuring that the product we design is user-centric from the outset.
Responsive Web Design
After finalising the content strategy, interaction design and creative design, we produce a front-end that works on a wide range of devices – desktops, laptops, tablets, smartphones and feature phones.
The best way to serve this diverse market is to use a responsive web design, which automatically resizes content and optimises interfaces for mouse or touch interactions. A mobile-friendly website can also be a great way to tailor experiences based on their context, device, and screen size.
Cyber-Duck’s mobile strategy and responsive designs increased smartphone and tablet conversions by 79% for GSK’s MaxiNutrition.
Throughout the project life cycle it’s crucial to validate design decisions. Our usability testing verifies assumptions with real users to understand the thinking behind clicks and evaluate users’ true needs. Feedback is then incorporated into the next iteration. It’s through this continually evolving process that we deliver memorable experiences, every time. We utilise a variety of testing methods to suit any budget, location, or timeline:
- Eye tracking
- Mouse and click analysis
- User interviews
- Focus groups
- Remote user testing
- A/B and split URL testing
Our portable eye tracking system can be employed to get extra insight into interface problems.
Workshops and Training
The best digital experiences are those that are continually tweaked, adapted to new technologies, and improved. Depending on your internal resources, we can either continue supporting you, as your outsourced team, or provide workshops and training that bring your own employees up to speed on how to create unparalleled user experiences.
Meet Our UX Experts
Our in-house UX team has been working together for over ten years, since Cyber-Duck was first established; we are an interdisciplinary team, trained in the art of usability, art direction and web development.
Our user-centred design process has been refined over ten years and validated by ISO 9241-210:2010 standards. We are also active members of The User Experience Professionals' Association (UXPA). Throughout the years, we have written dozens of thought leadership pieces on user experience for Web Designer Magazine, Smashing Magazine, The Kernel, and many others.