Product Design at BigCommerce
Our process begins with empathy. The first step to a creating a successful experience is to develop a deeper understanding of our user. What problems are they trying to solve? What motivates them? What tools are they currently using? Are there UX gaps or opportunities not currently being addressed?
Engaging with our users can take various forms depending on the type of information we are looking to gather. The most common form of qualitative user research we conduct at BigCommerce are 1:1 interviews.
When we begin a project we set up a number of these interviews to help us identify user needs and identify opportunities. Once interviews are completed, the research is synthesized and a report is generated. Insights are generated, initial assumptions can be validated or disproved.
Competitive Analysis is another method we use during the discovery phase. How is our competition attempting to solve problems similar to our own? What feature sets do they offer? Are there opportunities in the market for us to capitalize on.
As part of this process we map the journeys of our competitors and conduct an evaluation based on Nielsen's Usability Heuristics for Interaction Design. A set of criteria that allows us to evaluate an experience without having to account for aesthetics or personal tastes.
The results of this evaluation are then rendered in a “rainbow plot” to allow us to easily identify trends and spot opportunities for improvement within our own product.