We have come across Test-Driven Development (TDD) used in Agile methodology. The iterative method of writing a unit test, which fails at the start and progressively passes the test, has become fairly popular in the dev world. Now, what if we borrowed this analogy for design practise?

Instead of getting into the flows, sequencing, and fixing elements on any particular screen, we begin with the first and fundamental question.

"Why would or wouldn't a user use this product or service?"

We could make a list of friction factors that would come into play; including lack of motivation and needs. Well, I know what you're thinking: this could potentially derail the purpose of the product. When there is so much funding that goes into product development, which is likely the reason you're employed in the first place, why would we question the very existence of the product!

Not necessarily in a bad way, though. Knowing the shortcomings about why a user would not prefer to use this product is a very good starting point to solving problems in the long run. The approach, now, shifts to creating and convincing the value of the product to the user. Looks like a more real-world scenario, doesn't it! While the point is not to suggest that we need to bombard the user(s) with information at every step on why it is useful for them, we need to be well aware of what other factors (or friction points) could come into play to derail them from the flow.

This is a good way to incorporate the mental models of users early in the design process. For each step, consider the factors (external and internal) that might influence the user to drop off. You can use wireframes or low-fidelity designs to come up with creative solutions to fix it until, you think, will keep the user engaged. The result might look totally different from other applications on the market. That is okay, as long as you're addressing the needs of users better. Test it internally. Take it one step ahead: test it with real people, who you think, would resemble an actual user of the product.

Perfection is an art; mastered in stages.

Whether we can also call this a value-driven or an impact-oriented approach, does not really matter. Outcomes do.