Competitive Analysis

Assess competitor strengths and weaknesses against business and user needs.

Mental Model

Capture user behavior, pain points, motivations and needs from contextual inquires. Group into logical pillars. Map out features to address gaps & opportunities.

Task Analysis

Identify user's thought processess and desired reactions to each task.

Red Route Analysis

Identify the core paths users will take and ensure that any obstacles a user may face on those paths are identified.


Visually depict scenarios with storyboards. The storyboard should show the context, the problem, the user's fears and motivations, and how the problem will be solved.


Visually communicate abstract concepts to generate feedback. Modify and repeat.

Rapid Prototyping

Get users involved early in the design process with quick and inexpensive paper prototypes. Uncover usability issues and validate design decisions based on actual user reactions.

High Fidelity Mockups

Apply product branding, grid structure, typography, color scheme, and icons.

High Fidelity Prototypes

Quickly develop interactive prototypes with tools like Invision or Axure. Distribute and observe how the product will be received before it gets built.