Field guide

What gets noticed, and what carries the weight

Reviews tend to cover the top layer. It is visible, it is quick to check, and it produces a clean report. The layer underneath is where products fail in use.

These three diagrams set out both layers for accessibility, design systems and user experience. Use them to check what your last review actually covered.

The UX iceberg

The screens are the part of the work that is easiest to review, and the smallest part of what determines the outcome.

6 visible
15 underneath

Layer 01

On the surface

Visible, quick to check, easy to sign off.

  • The screensLayout, hierarchy and visual polish.
  • The prototypeIt clicks through convincingly.
  • PersonasA deck of them exists.
  • Journey mapPrinted, on a wall.
  • Usability testFive participants, one round, near the end.
  • Design system usageThe screens use the components.
Waterline
Layer 02

In the craft

Design work that never shows up in a screenshot.

  • Problem framingWhether this is the problem worth solving, established before anything is drawn.
  • Information architectureFindability and mental models, rather than a tidier menu.
  • Content designThe words carry the flow, and are designed alongside it rather than filled in afterwards.
  • StatesEmpty, first run, error, offline, slow and partial, designed rather than discovered in production.
  • PerformanceLatency and stability treated as part of the experience, not as an engineering concern.
Layer 03

In the evidence

What separates a decision from a preference.

  • Continuous access to usersA standing recruitment channel, rather than a scramble at the start of each project.
  • Research that moves the roadmapFindings arriving early enough to change a decision that has not been made yet.
  • Behavioural dataWhat people do, held against what they say they do.
  • InstrumentationA measure defined before release and tied to the decision it is meant to inform.
  • Service and back stageThe operations, policy and staff work that the interface only reports on.
Layer 04

In the organisation

Where good design work is overruled.

  • Decision rightsWhether design can say no, and to whom.
  • A seat before the commitmentInvolved when the problem is chosen, not after the date has been promised.
  • Debt ownershipNamed owners for the flows nobody wants.
  • Research capacityFunded time, rather than research done in the gaps between delivery.
  • A shared bar for qualityAn agreed definition of good, so that it is not re-argued on every project.

Test it yourself

Name the last roadmap decision that changed because of a research finding, and the date on which it changed.

Reference

ISO 9241-210 human-centred design for interactive systems · ISO 9241-11 usability definitions