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As a product organization grows, the scope of a PM or designer tends to become more isolated. This is natural. But there is a dangerous tendency to let that isolation impact how you build product.
This is the Perfect Frame Problem and it stinks
This is the Perfect Frame Problem and it stinks
When you are responsible for a specific part of the product, you tend to reduce your aperture. When reviewing designs, all you see are the screens (or parts of the UI) that you are responsible for. You argue over button copy. You ignore what the button does.
You strive to create the perfect frame. It's gonna look amazing in marketing materials. You can show it on your portfolio. But it's going to suck. Why? Because you ignored the flow.
Screens do not exist in isolation. There is a before and after (often many permutations). If you ignore them, you are only accounting for a snapshot of the experience — a single frame.
Imagine a director making a decision of a single frame in a movie scene.
Imagine a director making a decision of a single frame in a movie scene.
Regardless of what you are "responsible" for, you need to consider everything your changes might touch. You need to think of the context of your customers. What else are they experiencing? Where are they coming from? Where are they trying to go? The flows.
This might seem obvious or simple — it is! But that doesn't mean it doesn't happen. I've been guilty of it. And it happened when I let my mindset be dictated by my role instead of the customer. So remember...
Flows > Frames
Flows > Frames
