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Atomic Design Methodology

Atomic Design leverages to Setup Design System

As Broad Frost defined Atomic Design methodology which guides to streamline UI elements standards and re-usable to across the application.

Atomic methodology leverages to define design system which would have UI elements, components, design principle, color scheme etc. The library can be easily integrated in multiple application which is developed under the design system.

Atomic design is methodology for creating design systems. There are five distinct levels in atomic design:

  1. Atoms
  2. Molecules
  3. Organisms
  4. Templates
  5. Pages

Watch the above video to learn how the Atomic binds to create final pages.

UI UX Design Principle | Cognitive Science: Data Chunking

‘Chunking’ means breaking up content into small, distinct units of information , instead of presenting whole and undifferentiated information items. Presenting content in chunks makes scanning easier for users and can improve their ability to comprehend and remember it.

You can learn more about Data chunking in this video how this is influence your brain and memory.

UX Design Validation : AB / Split design Testing

AB Testing

Comparing two different versions of a designs with different user group and see which version performs the best. AB testing can be done with any product, it can be Initial prototype design, live ecommerce website or any physical products.

Create hypothesis what you want to test with users and validate which performs best with respect to user achievement, understanding content and user satisfaction etc.

I describe briefly about AB testing approach in this video, Please watch it here.

UX Design Strategy: Business Vision, User Needs and Technical capability

•User experience design strategy helps to decide which problems to solve or what features to prioritize

•User experience to every touch point where people interact with or experience its products or services.  This includes bringing together technical know-how, business strategy, customer needs, and your vision for the experience you want the user to have

UX strategy bring a broad view of product vision, users need and technical capability what we have to resolve business and user problems

Vision talks about: your goal and objective what you are going to achieve

Mission: Key achievements which needs to be done to achieve our goal,
Example: Develop user friendly application which should be addressed target user problems and increase sales and revenues

Improve efficiency, learnability and usability

User needs
Gather user insights from real targets user through qualitative and quantitative user research.
The point of research is to get a clear understanding of where your business sits in the market you’re entering, and what matters to users

You will also need to establish the metrics, or KPIs, you will use to evaluate success.

Compare your Competitor performance , strength and weakness, find opportunity for unique value proposition
To stay in market as valuable product

Technical capability
It brings about budget and team competency who are going to participate to fulfill business and user needs. This will uncover all technical challenges and budget required for the product development.

A good starting point is a minimum viable product (MVP). That’s the smallest iteration help to test whether your conclusions about the product, the need, the audience, and the UX are correct.

  • UX Strategy benefits:
  • Assumptions are Validated
  • Risks are Minimized
  • Every idea is an assumption until validated. Assumptions equal risks.
  • A UX Strategy can help businesses eliminate risk by spending time up front to research, plan, test, and validate ideas.

Video Lesson: User Centered Design(UCD)

UCD is explicit understanding of the users, tasks and environment in which product being used

When we start create something, first we need think who is going use, what they need and expect

Empathy user  for user insights, this can be done by various research mythologies . Majorly categorized as qualitative and Quantitative research, qualitative research can be done through user interview, focus group, user observation with contextual inquiry

User Interview is an one on one sessionit can bring insights into what users think, feel and says about an application, they could share experience what they have with similar products.

User research can be set with open-ended questions  to get one or more answers, example

  • How would you describe your satisfaction with this product?
  • How do you think this product could help you?

We can encourage user by asking follow up questions if they can give you additional insight

Quantitative research is expressed in numbers and graphs. It is used to test or confirm theories and assumptions.

Common quantitative methods include experiments, observations recorded as numbers, and surveys with closed-ended questions.

Surveys formed with  List of multiple choice questions that is distributed in online, helps to collect responses remotely, some of example questions are –

  • What  are the information you wish to see in our home page
  • Do you recommend our product to your friend

Another approach  user observation, observe user activities in natural environment where we can find user problems and challenges they face . We can use think aloud protocol asking user to speak loud what they think when using existing product. This approach helps to understand user paint points, emotions and friction of interaction.

Next step, synthesis of your findings and the recommendations  and  create report which will inform personas, journey maps, feature ideas, workflow ideas , through customer journey maps, we can illustrate user pain points, challenges what user faced through entire journey in time. We can identify user problems and gives opportunity for innovation.

Brainstorm with team, create ideas for user problems and business requirements, Create wire frame , low and high fidelity  prototype to implement  ideas, validate design with stakeholders and iterate.

As a next step, validate your design with end user, important step is validating your design properly. you simply need to get feedback from relevant users. Once  you get the feedback from the users, again refine your design and test different user group so that you could get different responses , refine design until your stakeholder and user get satisfied, then finally you can start development and deliver. 


When  you bring users every stage of the design process, user centric approach way , we could find what works well, what doesn’t and why. Your users are an early-warning system you can use to correct and fine-tune your design. They can expose many aspects—positive and negative.

UCD approach, products are more likely to meet users’ expectations and requirements. This leads to increased sales and lower costs incurred by customer services. Putting designers in close contact with users means a deeper sense of empathy emerges. This approach saves development cost since validated our ideas and its ensures product success.

James Gibson, Don Norman: Affordance a usability principle which makes more turn around

What is affordance ?
Affordances are properties of objects, elements which shows actions for users who interact to complete actions. Affordances are defined what actions possible to take without additional instructions.

Psychologist James Gibson coined “affordance” in 1977, stated as All Action possibilities with an object based on users’ physical capabilities
“When affordances are taken advantage of, the user knows what to do just by looking: no picture, label, or instruction needed.” — Don Norman said,

Desired actions cannot be carried out if the object does not afford it, and afforded actions might not be carried out if the user does not perceive they are possible.
“ Affordance is a relationship between the properties of an object and the capabilities of the person that determines how possibly the object to be used

Affordances represent the possibilities in the world for how the person can interact with something
For example water bottle a physical product will have different affordance for 3 years old child and 18 years old boy.
18 years old boy easily can hold and use, but 3 years old child may not hold comfortably
Possibility varies based on person capability

The presence of an affordance is jointly determined by the qualities of the object and the abilities of the agent that is interacting – Don Norman said

Digital Products
Person who familiar in websites, perceive underlined text. And blue color text as a hyperlink But who are not familiar with websites they may perceive as just decorations.
it’s important to consider how obvious your interface is to use without instruction, spelled out directions. Your design needs to be usable and intuitive without holding your user’s hand at every step.

Types of Affordance
1) perceptible affordance is characteristics of the object itself indicate what action possibilities are available and desired . A raised button that says ‘Click me’ is a great example of both language and physical cues. Water bottle handle conveys user to take and hold

3) Hidden affordance
the actual affordance isn’t available until an action has been taken to reveal it.
For instance, hovering over a button to see whether its active or not.
you don’t see the drop down menu unless you hover or click on the parent list item.
Hidden affordances are used to simplify and reduce visual complexity of a design.

4) False affordance
User perceive underline text as hyperlink if user find its broken link then it’s a false affordance. Colors have specific associations with them. example, green is success while red is fail . When you change this color pattern , user might be confused who already familiar with standard one

5) Negative affordance
Negative – You block users from proceeding towards a goal when they must provide more data – e.g., a disabled “register” button remains until users fill all mandatory inputs.