The root of the tree is your desired outcome—the business need that reflects how your team can create business value. Next is the opportunity space. These are the customer needs, pain points, and desires that, if addressed, will drive your desired outcome. Below the opportunity space is the solution space. This is where we’ll visually depict the so

The one thing you can’t afford to lose in the shuffle—and the thing that most often gets lost—is conveying the big picture. Whenever someone hands me a Home page design to look at, there’s one thing I can almost always count on: They haven’t made it clear enough what the site is.

The great thing about user flows is that with very little effort, before we even design any UI or do any information architecture, we can get a bird’s-eye view of all the possible paths available to the user. The other nice thing is that as a deliverable, they’re quite easy to understand. Everyone—including clients and developers—can understand rec

Every possible path from a landing page right through to a goal completion is a funnel.