Introduction – UX Design A Necessary Process?

Let’s first start with what UX Design is in it’s simplest terms: Product Design. What we fail to realize, is that our smartphones transform into various everyday products; a map that gives directions, a telephone to communicate, a calculator for your test, a video gaming console, etc. UX Design is creating a functional product in the digital realm. Now, before we can make a functional product, we first need to understand the person using the product – much of making a product usable (and financially successful) has to do with the user and how humans, in general, interact with products.

Did you know that the UX Design today was heavily influenced by Steve Jobs’ Lead Design Architect at Apple, Don Norman, who has a Doctorate in Psychology?

Again, to make a good product, we need to know humans. The design thinking process is called Human Centred Design, also known as HCD – which can be broken into three aspects

  1. Experience Design: This is for user-centered design. Through observation, we can future cast our
    user flow and overall use of the product. Personas are made to fit our everyday user by defining one specific problem and solving it better than anything else.
  2. Interaction Design: The goal is to make products understandable and useable. To do this, we design with the users conceptual model in mind. By using Mapping, Affordances, Constraints and Signifiers. Interaction design allows for custom products.
  3. Industrial Design: Humans are complex beings. It’s not always the most usable product that is successful. Some Android phones might have far more powerful features, but we gravitate towards values and branding – making iPhones more appealing.

HCD Analysis: VIII Music

What I am going to present is an iterative process. Below is a basic UX Analysis.

1. Strategy

The first step is to understand the business goals bridged with the user’s goals. Therefore, alongside usability for the target persona, we need to be clear about how we are going to track the success of the product from a business standpoint.

The goal should be simple and straightforward. Broadening your target doesn’t make accuracy better.

The goal of this project is to increase Spotify Streams. How can we drive more users to listen to music?


Of course, this part has always been the most important phase. It’s where we get to understand the user and get to know their perspective and needs, which serves as a valuable asset to have before we begin designing.

Interviews, Observation, Surveys

To access the VIII Music research, please send an email to

3. Prototype

As a good practice, multiple iterations in lo-fidelity were created before reaching a full hi-fidelity design. Below is the 2016 version. VIII Music has evolved further since this blog post.

User Flow:

Loading Screen, Spotify Login, Interface

Interface – Wireframe

Bring it to life!

#BETA Testing

When you sign into VIII Music, it operates as a Radio. Part of the VIII Music branding is to feature artists specifically from Toronto and it’s surrounding areas. “When you click play, an artist gets paid” – users click on VIII Music to discover the best music from their city, knowing that by listening they are supporting the livelihood of the music industry within their borders.

A UX Designers job is to make the world a better place. Our entire lives have been designed for a functional society. VIII Music is innovating in a new era of Music consumption, which is Cloud-Based.