At the start of a product or feature development, when it may be an intangible concept, we conduct the following activities that enrich your understanding of the user experience requirements of your product or proposition.

Concept Validation 

At concept stage (e.g. ideas), identifying and understanding the user base is of critical importance, as is gaining stakeholder input. Early concepts can take the form of scenario descriptions or concept sketches (created with input from the business), which facilitate evaluation with target users. Testing the concept through research validates the requirements that will form the foundation of a developing proposition. Key learnings from research typically include;

  • User personas & usage scenarios
  • Information needs users will have at various points within user journeys
  • Visual design & interaction requirements

The focus is proposition evaluation…

Research provides invaluable insight into user context, motivation, information requirements and feature expectations when engaging with a digital proposition. Building on this acquired knowledge refines the proposition at concept stage. The benefits of researching upfront are;

  • Early validation of a digital product proposition (website/app) assesses its clarity and the propensity to use by intended target audience.
  • The learnings at this early stage enable stakeholders to make informed decisions and rationalise solutions before spending any resources on development.

User Journey Mapping 

User journeys illustrate plausible user workflows within an application while presenting an opportunity to optimise them in view of business and user objectives.

Insights from concept validation and proposition evaluation establish the progression of steps for key user journeys. Use case scenarios validated during concept research are prioritised as end-to-end journeys to be mapped.

A typical user journey will include the following high-level details;

  • Triggers – scenarios that lead to users initiating a user journey
  • Touchpoints – various interactions that a user will have with the website
  • Trace – path(s) a user can take in a sequential workflow from initiation to completion
user journey

Example showing user journey mapping outputs 

IA & Taxonomy Creation

Concept validation and user journey mapping are instrumental in the creation of an information model which illustrates the hierarchy and workflow that will be required for comprehension and task completion.

Common data, and user vocabulary per user type will also start evolving from the analysis of user context. The information model will help prototype creation.

Information Model

Example showing initial Information Model


User Experience Requirements 

Towards the conclusion of the generative research stage, user experience requirements begin to emerge. These include indicative findings relating to interaction requirementscontent hierarchy schemes and navigation mechanisms.

Find out more about the methodologies that support Concept Research.