Purpose
To classify design problems into clear categories, ensuring each request is approached with the right mindset, tools, and process. This avoids misdiagnosis (e.g., treating a conversion issue as a UI polish task).
Typology Matrix
| Problem Type | Description | Example Triggers | Design Focus | Key Outputs |
| Conversion Issue | User isn’t taking desired actions | Low sign-ups, poor CTA clicks, high bounce | Clarity, persuasion, CTA hierarchy | Landing page redesign, improved CTA flows |
| MVP/Feature Launch | New feature/product needs design | MVP screens, new app module, beta launch | Task flows, usability, speed to market | Wireframes, UI screens, onboarding flow |
| UI Consistency Fix | Visual/UI alignment issues | Inconsistent spacing, token misuse, style drift | Alignment, system hygiene | Updated UI kit, corrected screens |
| Campaign Creative | Marketing-driven design need | Ads, banners, event pages | Visual punch, brand alignment, adaptability | Creative variations, campaign kit |
| Accessibility Gap | Barriers to inclusive design | Poor contrast, missing alt text, small tap zones | Inclusivity, WCAG standards | Accessible UI variants, compliance-ready screens |
| Experience Flow Gap | UX logic issues in flow | Confusing navigation, too many steps | Navigation clarity, decision simplification | Refined journey maps, wireflows |
| Rebranding/Identity Shift | Brand direction change | Logo, colors, tone update | Cohesion, new system rollout | New style guide, updated components |
How to Use
- After Stakeholder Interview → Review notes and ask: What kind of problem is this?
- Match with Category → Pick 1–2 types (don’t overload).
- Define Next Steps → Pull correct templates/SOPs based on category:
- Conversion → Jump to UX Planning & Flow Mapping (EPIC 2).
- UI Consistency Fix → Check against Component System Management (EPIC 10).
- Accessibility → Apply Accessibility Best Practices Guide (EPIC 6).
- Validate in Alignment Call (EPIC 1.9).