Exploratory, generative and evaluative methods in Garrett’s five planes model
User-centered design (UX) is a multidimensional process that spans many activities, from research and conception to the implementation of digital products.
Garrett’s five planes model (strategy, scope, structure, skeleton and surface) provides a solid structure that helps us guide the process of designing the user experience well. However, the success of these products or systems won’t come on its own just by following Garrett’s step-by-step approach. Our project’s success will depend largely on properly applying a range of research methods together with building key artifacts in each of these phases.
There are many, very varied research methods, some native to UX work and others inherited from other disciplines, such as interviews or ethnographic studies. All of these methods have their own approaches and characteristics; however, we can classify them into 3 broad groups: exploratory, generative and evaluative.
Exploratory: They help us get to know our users and discover their needs and pain points, to lay a solid foundation for our experience design. Some examples are user interviews, focus groups and card sorting.
Generative: They help us create new possibilities and innovative approaches for our designs. Some examples are building user personas, impact/effort matrices or architecture maps.
Evaluative: They help us identify problems and improvements to optimize the experience we’re designing. The most common examples are user tests and A/B tests.
With these definitions in hand, it’s not uncommon for each of these types of methods to be associated with one or another of the design phases Garrett proposes. For example, thinking that exploratory methods belong exclusively to the early strategy and scope stages, or that generative ones are only appropriate once the ideation of flows or mockups has begun.
The truth is that, as we’ll see below, in each of Garrett’s five planes it’s possible, and advisable, to combine techniques of different kinds.
1.- Strategy: At this stage, the project’s foundations must be established by aligning business goals with users’ needs and expectations. Techniques we can apply in this phase include: user interviews, ethnographic surveys and service safaris (exploratory); empathy maps, user personas and journey maps (generative); satisfaction surveys and heuristic analysis (evaluative).
2.- Scope: Here the product’s key features are identified and outlined. A clear set of requirements is established and the project’s scope is defined, providing a basis for subsequent design and development. Techniques we can apply in this phase include: traffic analysis (evaluative); an impact/effort matrix (exploratory); brainstorming, user scenarios and building backlogs (generative).
3.- Structure: This plane determines how information will be presented and grouped to make navigation and understanding easier for users. Techniques we can apply in this phase include: card sorting (exploratory); architecture maps, task flows and user flows (generative); tree testing (evaluative).
4.- Skeleton: The skeleton plane tackles user interface and interaction design. Here, visual elements are defined, the information hierarchy is established and prototypes are created that represent the system’s structure and flow. Techniques we can apply in this phase include: benchmarks (exploratory); mockups and prototyping (generative); user testing (evaluative).
5.- Surface: It focuses on the visual and aesthetic aspects of the user interface. Graphic styles are applied, the color palette is chosen, typography is adjusted and other design elements are worked on to achieve an attractive, consistent presentation. Techniques we can apply in this phase include: moodboards (exploratory); style guides (generative); A/B testing and user testing (evaluative).
In conclusion, by applying generative, evaluative and exploratory methods in each of Garrett’s planes, you achieve a harmonious integration in the UX design process. Flexibility and adaptability are key; each phase feeds the next in a continuous cycle of improvement. Constant attention to user feedback and collaboration throughout the process ensure that the resulting product isn’t only functional, but also delivers an exceptional user experience.
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