Shape Phase: Bringing Ideas to Life

Empower Creativity

Transform Ideas

Evolve Continually

Build Excellence

Test Boundaries

Empower Creativity Transform Ideas Evolve Continually Build Excellence Test Boundaries

The Shape Phase involves ideating, prototyping, and testing solutions. This phase is iterative, allowing for refinement based on feedback.

    • Generate Ideas: Brainstorm a wide range of potential solutions.

    • Prototype Solutions: Create prototypes to test and refine ideas.

    • Iterate Based on Feedback: Continuously improve solutions based on user and stakeholder feedback.

      • Design Thinking

        • Ideate: Generate a wide range of ideas.

        • Tools: Brainstorming sessions, sketching.

      • Agile (Scrum/Kanban)

        • Iterate: Develop in short cycles for continuous feedback.

        • Tools: Scrum boards, Kanban boards.

      • Prototyping

        • Build: Create prototypes to test ideas.

        • Tools: Wireframes, mockups, clickable prototypes.

      • A/B Testing

        • Validate: Test different versions to see what works best.

        • Tools: A/B testing software, user testing platforms.

      • User Feedback on Prototypes: Direct insights from users on the usability and effectiveness of prototypes.

      • Performance Data from A/B Tests: Quantitative data on the performance of different design variations.

      • Continuous Improvement Opportunities: Identification of areas for refinement and enhancement based on feedback and test results.

      • Developing and Testing Prototypes: Create and test prototypes to gather feedback and refine designs.

      • Running A/B Tests to Validate Assumptions: Conduct experiments to compare different versions and determine the most effective solutions.

      • Iterating Based on Feedback and Test Results: Continuously improve prototypes and designs based on feedback and testing outcomes.

      • Refined Prototypes: Well-developed prototypes that have been tested and refined based on user feedback.

      • Validated Design Solutions: Design solutions that have been validated through testing and user feedback.

      • Ready-to-Implement Designs: Finalized designs that are ready for implementation in the Ship phase.

Example Case Study: Enhancing H&M Digital Features

In the Shape phase for H&M (Retail Brand), a range of ideas were generated through brainstorming sessions. Prototypes were created and tested with users, gathering valuable feedback. A/B testing was used to validate different design solutions. The outcome was a set of refined, validated prototypes ready for implementation, ensuring the product met user needs and business goals.

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