In the realm of product design, I’ve come to recognise that there’s a unique blend of skills and perspectives that distinguish the top 1% of designers. It’s not a secret formula, but a mindset and approach that can be cultivated.

Hence here is an insider for you in a mind of Top 1% product designer.

The Principles

User Empathy

Every great design begins with understanding the user. The top 1% designers don’t just consider users; they place them at the core of their design process. They delve deep into understanding user needs, habits, and pain points, using techniques like user interviews, surveys, and persona creation. This user-centric approach ensures that the design is not only functional and aesthetically pleasing, but also genuinely solves problems and enhances the user’s experience.

Data-Informed Design

Top designers don’t just rely on intuition; they back their decisions with hard data. They leverage analytics tools to gather quantitative data on user behavior, engagement, and preferences. A/B testing, user journey analysis, and usability testing become their trusted tools for validating design decisions and hypotheses. This data-driven approach ensures that the design is not only user-friendly but also effectively drives key business metrics like user retention and conversion rates.

Business Acumen

The top 1% designers are not just designers; they are business strategists. They understand how their design decisions can impact the business — from customer acquisition costs to lifetime value. They are skilled at mapping the user experience to business goals, making design decisions that not only enhance the user experience but also drive positive business outcomes.

Collaborative Spirit

Design is not a solo effort, and the top 1% designers understand this. They work closely with leaders, developers, and other stakeholders to ensure that the design aligns with the business objectives and is technically feasible. They actively participate in design reviews, sprint planning, and feedback sessions, fostering an environment of open communication and mutual respect. This collaborative approach ensures that the design is not only a beautiful vision but also a practical, implementable solution.

Continual Learning

The top designers understand that in the fast-paced world of product design, continuous learning is a necessity. They stay updated with the latest design trends, tools, and technologies, constantly refining their skills and knowledge. They are not afraid to step out of their comfort zone and learn new things, whether it’s a new design methodology or a even a programming language. This relentless pursuit of knowledge keeps their designs innovative and relevant.

Now Onto Design Thinking Process 🧠

The design thinking process is a tried-and-true method, universally acknowledged for its effectiveness in solving complex problems. However, what truly distinguishes the top 1% of designers is not merely following this process, but how they approach and interpret each stage. They infuse every step with an extraordinary depth of thought, insight, and perspective, thereby transforming the ordinary into the extraordinary. Let’s delve deeper to understand how they navigate this journey.

Empathise 🫶

Top designers don’t just design for users, they design with them. In the empathy phase, they dive deep into the user’s world. By conducting interviews, surveys, and even role-playing customer journeys, they get a first-hand experience of the user’s needs and frustrations. For instance, when Airbnb was struggling early on, the founders personally visited hosts to understand their needs, which ultimately led to significant improvements in their platform.

Define ✏️

Once equipped with user insights, designers define the problem to be solved. This isn’t a vague or general statement, but a specific, user-centric issue. Let’s take Apple’s iPhone as an example. They didn’t just aim to create another mobile phone. They defined their problem as: “How can we make technology more accessible and intuitive for everyone?”

Ideate 💡

This is where top designers unleash their creativity. They brainstorm a myriad of solutions to the problem they’ve defined. But these aren’t wild guesses; they’re informed by user insights and business objectives. Take Spotify’s “Discover Weekly” feature. It wasn’t a random idea, but a solution to the defined problem of personalising music discovery.

Prototype 👾

Ideas take form in this phase. Designers create prototypes, bringing their solutions to life. These prototypes are then shared with stakeholders and users for feedback. All top companies use prototyping extensively to test new features and improvements, long before they’re pushed to the public.

Test 🧪

The prototypes are put to the test. Top designers use various testing methods, such as A/B testing and usability testing, to validate their solutions. Design team at Google is known to test almost every aspect of their products, from major features to minor changes in button colors.

Iterate 🔁

Finally, top designers understand that the design process is iterative. They learn from each test, each user feedback, and use that learning to refine their designs. This cycle of testing and iterating continues until they achieve a design that not only delights users but also achieves business goals. Amazon’s continuous iterations on their checkout process, making it as seamless as possible, is a prime example of this phase.

In Conclusion

Being a top 1% product designer isn’t about having a magic wand. It’s about empathy, understanding, collaboration, learning, and a relentless pursuit of excellence. Top 1% don’t just create designs — they solve problems, they drive business success, and most importantly, we shape up great products with their customers at centre. As you continue on your design journey, remember to keep these principles and processes at the heart of what you do. And most importantly, never stop striving for excellence.

You’re shaping the future one design at a time. ✨