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UX Design Process

UX Design Process

Welcome! This is my personal UX process, which we developed at PenFed and have continued to evolve. Based on Lean UX principles, it can be tailored to fit any product or organization.

Note: While this reflects my personal experience, the process may vary depending on organization size, UX maturity, and workplace dynamics. I'm sharing this perspective to add value to the UX community. When I took my first role as a junior designer working in a functional team structure and agile environment, I was surprised to learn that the traditional waterfall design practice (with its emphasis on implementation) wasn't always the best approach. Instead, I found that Lean UX principles were better suited for fast-paced environments where various products and services needed to be designed quickly and efficiently. 

Welcome! This is my personal UX process, which we developed at PenFed and have continued to evolve. Based on Lean UX principles, it can be tailored to fit any product or organization.

Note: While this reflects my personal experience, the process may vary depending on organization size, UX maturity, and workplace dynamics. I'm sharing this perspective to add value to the UX community. When I took my first role as a junior designer working in a functional team structure and agile environment, I was surprised to learn that the traditional waterfall design practice (with its emphasis on implementation) wasn't always the best approach. Instead, I found that Lean UX principles were better suited for fast-paced environments where various products and services needed to be designed quickly and efficiently. 

Traditional waterfall vs Lean UX 

Every designer and organization has different needs and therefore different processes. The traditional Waterfall method follows a linear, sequential path where each phase must be completed before moving to the next.

Lean UX embraces an iterative, cyclical approach that encourages rapid experimentation and continuous feedback. This visual comparison highlights how Lean UX's flexible, user-centered process allows for quicker adaptation and refinement, contrasting with Waterfall's more structured but potentially rigid methodology.

The key difference lies in how feedback is incorporated - Waterfall waits until later stages, while Lean UX integrates user input throughout the entire process

COMPARE TO OTHER PROCESS

COMPARE TO OTHER PROCESS

COMPARE TO OTHER PROCESS

Overview of the three phases and deliverables

The process outlined here follows Lean UX principles, emphasizing rapid, iterative phases with a strong focus on team collaboration, user feedback, and measurable outcomes. I introduced this approach at PenFed Credit Union, where it has continued to evolve.

This methodology combines the best of traditional waterfall and Lean UX approaches into three iterative phases: Envision, Create, and Optimize.

The process outlined here follows Lean UX principles, emphasizing rapid, iterative phases with a strong focus on team collaboration, user feedback, and measurable outcomes. I introduced this approach at PenFed Credit Union, where it has continued to evolve.

This methodology combines the best of traditional waterfall and Lean UX approaches into three iterative phases: Envision, Create, and Optimize.

ENVISION

Strategy

Research

  • Competitive analysis

  • Stakeholder interviews

  • Brainstorming

  • KPI definition

  • Value proposition

  • Ecosystem map

  • Mood boards

  • Story boards

  • Analytics review

View example

ENVISION

Strategy

Research

  • Competitive analysis

  • Stakeholder interviews

  • Brainstorming

  • KPI definition

  • Value proposition

  • Ecosystem map

  • Mood boards

  • Story boards

  • Analytics review

View example

ENVISION

Strategy

Research

  • Competitive analysis


  • Stakeholder interviews

  • Brainstorming

  • KPI definition

  • Value proposition

  • Ecosystem map

  • Mood boards

  • Story boards

  • Analytics review

View example

CREATE

Design

Testing

Ship

• Collaborative design

• Content strategy

• Taxonomies

• Sketches

• Wireframes

• Mockups

• Prototypes

• User testing

View example

CREATE

Design

Testing

Ship

• Collaborative design

• Content strategy

• Taxonomies

• Sketches

• Wireframes

• Mockups

• Prototypes

• User testing

View example

CREATE

Design

Testing

Ship

• Collaborative design

• Content strategy

• Taxonomies

• Sketches

• Wireframes

• Mockups

• Prototypes

• User testing

View example

OPTIMIZE

Monitor

Iterate

• KPI performance

• Analytics review

• Heat mapping

• Scroll mapping

• Quantitative feedback

• Qualitative user feedback

• User testing

• Customer support analysis

• A/B test follow-ups

• Pain point identification

View example

OPTIMIZE

Monitor

Iterate

  • Competitive analysis


  • Stakeholder interviews

  • Brainstorming

  • KPI definition

  • Value proposition

  • Ecosystem map

  • Mood boards

  • Story boards

  • Analytics review

View example

OPTIMIZE

Monitor

Iterate

  • Competitive analysis


  • Stakeholder interviews

  • Brainstorming

  • KPI definition

  • Value proposition

  • Ecosystem map

  • Mood boards

  • Story boards

  • Analytics review

View example

Envision

Strategy, Research, and Analysis

Strategy, Research, and Analysis

This is where I start, laying the foundation by understanding goals, user needs, and business objectives. Much like drafting the blueprint for a house, this phase ensures every decision is rooted in strategy and insight. By focusing on solving the right problems, I create a roadmap for success.Under the Envision phase, I rely on three key methods to guide my process: Research, User Flow, and Personas & Scenarios. Let me walk you through how these methods help create a solid foundation for design.

This is where I start, laying the foundation by understanding goals, user needs, and business objectives. Much like drafting the blueprint for a house, this phase ensures every decision is rooted in strategy and insight. By focusing on solving the right problems, I create a roadmap for success.Under the Envision phase, I rely on three key methods to guide my process: Research, User Flow, and Personas & Scenarios. Let me walk you through how these methods help create a solid foundation for design.

Research:Asking the Right Questions

Research:Asking the Right Questions

The key difference between learning UX at school versus working on real-world projects is that designers often face limited research resources and tight timelines. In these situations, secondary research becomes invaluable—gathering insights from business partners, customer service teams, sales teams, and competitive analysis provides a quick yet effective way to understand the landscape and collect insights based on the problem statement.

Research is where I start to uncover the truth about user behavior, needs, and pain points. It helps me answer foundational questions like: What are the users' pain points? Which issues need immediate attention? It all comes down to two core questions: What problems are we solving? Who are we solving them for? This phase is about turning assumptions into evidence that informs every decision moving forward.

The key difference between learning UX at school versus working on real-world projects is that designers often face limited research resources and tight timelines. In these situations, secondary research becomes invaluable—gathering insights from business partners, customer service teams, sales teams, and competitive analysis provides a quick yet effective way to understand the landscape and collect insights based on the problem statement.

Research is where I start to uncover the truth about user behavior, needs, and pain points. It helps me answer foundational questions like: What are the users' pain points? Which issues need immediate attention? It all comes down to two core questions: What problems are we solving? Who are we solving them for? This phase is about turning assumptions into evidence that informs every decision moving forward.

User Flows

User Flows

User flows are my way of stepping into the user’s shoes, it is a visual representation of a user’s path to complete tasks within a product. By visualizing the steps they take to achieve a goal, I can:

  • Identify potential pain points or areas of friction.

  • Ensure that tasks align with user expectations.

  • Streamline the overall experience for simplicity and efficiency.

Mapping user flows allows me to see the bigger picture and refine interactions to make sure every journey feels intuitive and satisfying.

User flows are my way of stepping into the user’s shoes, it is a visual representation of a user’s path to complete tasks within a product. By visualizing the steps they take to achieve a goal, I can:

  • Identify potential pain points or areas of friction.

  • Ensure that tasks align with user expectations.

  • Streamline the overall experience for simplicity and efficiency.

Mapping user flows allows me to see the bigger picture and refine interactions to make sure every journey feels intuitive and satisfying.

Example from Desision Lab
Example from Desision Lab
Example from Desision Lab

Persona: Bringing Users to Life

Persona: Bringing Users to Life

Personas are fictional identities that depict demographics, behaviors, needs and motivations of the user. They are critical in assisting the designers to create empathy throughout the process by “giving the user a face and a name”. In this example, the persona overview serves as a snapshot for four different personas that would be broken out in-depth in separate documents.

Personas are fictional identities that depict demographics, behaviors, needs and motivations of the user. They are critical in assisting the designers to create empathy throughout the process by “giving the user a face and a name”. In this example, the persona overview serves as a snapshot for four different personas that would be broken out in-depth in separate documents.

Scenarios: Walk in users shoes

Scenarios: Walk in users shoes

Scenarios bring personas to life by illustrating how users interact with a product in real-world situations. While personas define who the users are, scenarios show what they do, their goals, and the challenges they face. These narratives outline a “day in the life” of a persona, helping stakeholders understand the user journey, pain points, and motivations at different touchpoints.

To create these scenarios, I start with brainstorming sessions, often using post-it notes to map out key interactions, frustrations, and opportunities. Over time, these rough sketches are refined into structured, digitized narratives that serve as a reference throughout the design process. This method ensures that every decision—from feature development to content strategy—is grounded in real user needs, not just assumptions. By stepping into the user’s shoes, we design experiences that are more intuitive, seamless, and impactful.

Scenarios bring personas to life by illustrating how users interact with a product in real-world situations. While personas define who the users are, scenarios show what they do, their goals, and the challenges they face. These narratives outline a “day in the life” of a persona, helping stakeholders understand the user journey, pain points, and motivations at different touchpoints.

To create these scenarios, I start with brainstorming sessions, often using post-it notes to map out key interactions, frustrations, and opportunities. Over time, these rough sketches are refined into structured, digitized narratives that serve as a reference throughout the design process. This method ensures that every decision—from feature development to content strategy—is grounded in real user needs, not just assumptions. By stepping into the user’s shoes, we design experiences that are more intuitive, seamless, and impactful.

How to evaluate and prioritize projects

Working in fast paced environments has taught me the importance of prioritizing projects effectively. When I receive a project list from the business or product team, my first step is understanding the big picture: the overall company objectives, current sprint goals, and what success looks like for both our team and our users.

To simplify and streamline this process, I developed the COOK Framework. 

C (Contribution):

Evaluates how well the project aligns with and advances key business objectives. High-contribution projects that drive growth or innovation naturally take priority.

C (Contribution)

Evaluates how well the project aligns with and advances key business objectives. High-contribution projects that drive growth or innovation naturally take priority.

O (Opportunity):

Assesses the project's strategic value and potential impact. Projects that address critical user needs, enhance workflows, or improve brand experience receive higher opportunity scores.

O (Opportunity)

Assesses the project's strategic value and potential impact. Projects that address critical user needs, enhance workflows, or improve brand experience receive higher opportunity scores.

O (Obstacles):

O (Obstacles)

Identifies potential challenges early, including technical constraints, resource availability, and timeline considerations. This helps set realistic expectations and develop mitigation strategies.

Identifies potential challenges early, including technical constraints, resource availability, and timeline considerations. This helps set realistic expectations and develop mitigation strategies.

K (Key Results):

Measures success through quantifiable metrics like user retention, KPIs, and satisfaction scores. Projects with clear, measurable benefits receive higher priority.

K (Key Results)

Measures success through quantifiable metrics like user retention, KPIs, and satisfaction scores. Projects with clear, measurable benefits receive higher priority.

Much like preparing a delicious meal, prioritizing projects is about balancing the right ingredients contribution, opportunity, obstacles, and key results to create the best possible outcome. Using the COOK Framework, I can evaluate projects with a clear, structured approach that ensures every effort is impactful and aligned with our goals.


Create

Design, Testing, and Implementation

This phase is all about turning insights into tangible designs. Collaboration is the heartbeat of this process, designers, developers, and stakeholders come together to ensure every idea is practical, scalable, and aligned with our goals. Whether it's wireframes, mockups, or prototypes, I collaborate closely with stakeholders to ensure everything aligns with the original vision. It's like constructing the walls, rooms, and structure of a home, it is practical, scalable, and built to last.

This phase is all about turning insights into tangible designs. Collaboration is the heartbeat of this process, designers, developers, and stakeholders come together to ensure every idea is practical, scalable, and aligned with our goals. Whether it's wireframes, mockups, or prototypes, I collaborate closely with stakeholders to ensure everything aligns with the original vision. It's like constructing the walls, rooms, and structure of a home, it is practical, scalable, and built to last.

sketches and Low Fidelity

Think of wireframes as the blueprints of a design. They’re quick, simple sketches that map out the structure and functionality of a page or product. Wireframes help me focus on layout and usability without getting distracted by details like colors or fonts. It’s like sketching the foundation before building the house.

Use User Flows and Storyboards help create wireframe

Think of wireframes as the blueprints of a design. They’re quick, simple sketches that map out the structure and functionality of a page or product. Wireframes help me focus on layout and usability without getting distracted by details like colors or fonts. It’s like sketching the foundation before building the house.

Use User Flows and Storyboards help create wireframe

Wireframe Analogy

Think of building a house before laying the first brick, you need both a blueprint and a clear vision of how people will live in it. That's exactly how user flows and storyboards help create effective wireframes. User flows serve as my blueprint, mapping each step users take to complete tasks. This helps me identify potential obstacles and ensure a smooth journey. Meanwhile, storyboards act like a preview of daily life in the house, visually narrating how users will interact with the product. Together, they align everyone's vision from stakeholders to developers on what we're building and why.

Wireframe Analogy

Think of building a house before laying the first brick, you need both a blueprint and a clear vision of how people will live in it. That's exactly how user flows and storyboards help create effective wireframes. User flows serve as my blueprint, mapping each step users take to complete tasks. This helps me identify potential obstacles and ensure a smooth journey. Meanwhile, storyboards act like a preview of daily life in the house, visually narrating how users will interact with the product. Together, they align everyone's vision from stakeholders to developers on what we're building and why.

High Fidelity Mockups

Mockups bring the vision to life. They’re detailed, high-fidelity designs that showcase the look and feel of the final product. This is where I can test aesthetics, ensure brand alignment, and refine the visual experience. Mockups help everyone—from stakeholders to developers—see exactly what we’re aiming for.

Design System: A collection of reusable components and guidelines that ensure consistent, professional design while speeding up development and collaboration.

Mockups bring the vision to life. They’re detailed, high-fidelity designs that showcase the look and feel of the final product. This is where I can test aesthetics, ensure brand alignment, and refine the visual experience. Mockups help everyone—from stakeholders to developers—see exactly what we’re aiming for.

Design System: A collection of reusable components and guidelines that ensure consistent, professional design while speeding up development and collaboration.

Mockup Analogy

Think of a mockup like a fully staged model home in real estate. Just as a model home shows potential buyers exactly how their future space could look with furniture, decor, and finishing touches mockups show stakeholders the complete visual design with colors, typography, and refined UI elements. Like how a model home helps buyers envision living in the space, mockups help stakeholders and developers visualize the final product in detail before it's built.

Mockup Analogy

Think of a mockup like a fully staged model home in real estate. Just as a model home shows potential buyers exactly how their future space could look with furniture, decor, and finishing touches mockups show stakeholders the complete visual design with colors, typography, and refined UI elements. Like how a model home helps buyers envision living in the space, mockups help stakeholders and developers visualize the final product in detail before it's built.

How to launch and iterate quickly

Success in UX design requires agile thinking and swift execution. Through my refined process of Envision, Create, and Optimize, I've developed a methodology that ensures rapid delivery while maintaining quality.


01

Envision

Begin with clarity and purpose. What problem needs solving? Who are we solving it for? Is this solution viable? Should we build this? Through focused research and strategic analysis, this phase establishes the foundation by identifying the core problem and validating its viability.

It prepares for the Create phase, where the team can build an MVP with confidence, knowing exactly what problems they're solving and for whom.


02

Create

Execute with precision. Working closely with stakeholders, designers, and developers, we build an MVP (Minimum Viable Product) that captures essential functionality. The focus is on creating testable prototypes that demonstrate core value propositions. During the Optimize phase, we gather feedback and metrics from early adoption users.


03

Optimize

Test and refine relentlessly. We validate with early adopters and pivot based on feedback. If the core value proposition proves invalid, we're not afraid to pivot or pause. For successful launches, we implement robust monitoring systems to track performance metrics and user feedback, enabling data-driven improvements.


Optimize

Optimize

Monitoring, Success Metrics, and Iterations

The Optimize phase is where the product truly finds its stride. The work doesn't stop once the house is built—optimization is about maintaining and improving the experience over time. Just as a house needs regular maintenance to keep it functional and comfortable, I monitor performance, gather feedback, and iterate to ensure the product remains relevant, effective, and valuable. This phase ensures that what we've built continues to evolve with user needs and business goals.

Here, I rely on monitoring tools to track performance, success metrics to measure outcomes, and user feedback to uncover areas for improvement. By iterating on these insights, I ensure the product evolves alongside user needs and business goals. Optimization isn’t a one-time task—it’s an ongoing commitment to excellence.

The Optimize phase is where the product truly finds its stride. The work doesn't stop once the house is built—optimization is about maintaining and improving the experience over time. Just as a house needs regular maintenance to keep it functional and comfortable, I monitor performance, gather feedback, and iterate to ensure the product remains relevant, effective, and valuable. This phase ensures that what we've built continues to evolve with user needs and business goals.

Here, I rely on monitoring tools to track performance, success metrics to measure outcomes, and user feedback to uncover areas for improvement. By iterating on these insights, I ensure the product evolves alongside user needs and business goals. Optimization isn’t a one-time task—it’s an ongoing commitment to excellence.

User Testing

User Testing & Validation: Just like hosting open houses to gather real feedback from potential buyers.In UX, The primary purpose is to verify the design with actual users.

Note: For user testing you must consider budgeted for setting up the test, recruiting participants, and analyzing the results, you can sometimes run a full study in a 24-hour period. Therefore sometimes User testing is not a resources company can provide. 

Analytics Tools

Behavioral Analysis: Similar to analyzing foot traffic patterns in a model home to optimize furniture placement and room layout, I leverage heatmaps to visualize user interactions, revealing engagement patterns and potential pain points in the interface. This visual data helps identify areas needing optimization and validates design decisions.

Behavioral Analysis: Similar to analyzing foot traffic patterns in a model home to optimize furniture placement and room layout, I leverage heatmaps to visualize user interactions, revealing engagement patterns and potential pain points in the interface. This visual data helps identify areas needing optimization and validates design decisions.

Analytics Tools Best Practice

Start by defining key metrics that align with business and user goals, such as bounce rates, session duration, and conversion funnels. Segment data by device, user type, and behavior patterns to uncover deeper insights. Combine analytics with heatmaps, A/B testing, and user feedback to validate findings and drive data-informed decisions.

Analytics Tools Best Practice

Start by defining key metrics that align with business and user goals, such as bounce rates, session duration, and conversion funnels. Segment data by device, user type, and behavior patterns to uncover deeper insights. Combine analytics with heatmaps, A/B testing, and user feedback to validate findings and drive data-informed decisions.

Heatmaps

Performance Tracking: Like tracking property values, occupancy rates, and maintenance costs in real estate, I use analytics platforms like Google Analytics and Mixpanel to monitor key metrics including user behavior, engagement rates, and conversion data. This quantitative analysis ensures our product stays aligned with both user needs and business objectives, while identifying opportunities for improvement.

Performance Tracking: Like tracking property values, occupancy rates, and maintenance costs in real estate, I use analytics platforms like Google Analytics and Mixpanel to monitor key metrics including user behavior, engagement rates, and conversion data. This quantitative analysis ensures our product stays aligned with both user needs and business objectives, while identifying opportunities for improvement.

Best Practices for Creating a Heatmap

To create an effective heatmap, start by defining clear objectives—track clicks, scroll depth, or movement based on your UX goals. Analyze heatmaps across different devices to spot usability issues. Combine insights with session recordings and A/B testing to validate findings, and test heatmaps before and after design changes to measure improvements.

Best Practices for Creating a Heatmap

To create an effective heatmap, start by defining clear objectives—track clicks, scroll depth, or movement based on your UX goals. Analyze heatmaps across different devices to spot usability issues. Combine insights with session recordings and A/B testing to validate findings, and test heatmaps before and after design changes to measure improvements.

Read: UX Guide for Stakeholders >>

Read: UX Guide for Stakeholders >>

Hello!

Thanks for sticking around! If you’re curious to know more about me or want to see what I’m up to use the link on the right to connect with me!


Or, if you’re into the classic approach, feel free to check out my fancy paper resume.

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