ux toolkit - phase one
Post on 03-Aug-2015
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Phase One
discovery
Phase Two
structure
Phase Three
skeleton
UX Toolkit
Twitter @maitedalila
Understanding the Business
User Research Competitive Analysis
5 whys User Interview Feature analysis
Project Vision User Survey Position analysis
Stakeholder Map Field Studies
SMART Goals Service Safari
Who are your users? Picture Cards
Competition Persona Template
Data
Table of Contents
understanding
the business
Checklist
Understanding the Business
General Stakeholder Interview
Marketing Stakeholder Interview
Engineering Stakeholder Interview
Stakeholder Interview Checklist
Project Management for Stakeholder
Interviews
Executives and SME Stakeholders
Sales Stakeholder Interview
stakeholder Interview
What’s the problem?
There has to be a clear problem that you’re aiming to solve Try phrasing the problem from your user’s perspective Ex. “I’m not sure where to find the best pad thai.”
Who’s experiencing the problem?
Are they of a certain age? Do they work in a certain industry? Have a particular skill set? That’s your target market.
Exploring the problem and preparing for your research Find the need. Then design the solution. In that order.
stakeholder Interview 5 Whys
What do you want to do?
Why do you want to do this?
Why do you want to do this?
Why do you want to do this?
Why do you want to do this?
Root cause
stakeholder Interview 5 Whys
What is your vision for this offering?
What defines success for this project?
What are the potential pitfalls
(i.e. what keeps you up at night about this
project)?
1
2
3
stakeholder InterviewProject Vision
Why are we doing this?vision
target audience
user problem
strategy
goal
For whom are we doing this?
What problem do we solve?
How are we doing this?
What do we want to achieve?
stakeholder InterviewDefine
Product
Define Product
In order to
our product will solve
problem of
by giving them
We will know if our product works, when we see
vision
target audience
user problem
strategy
goal
stakeholder Interview
Target users Who is going to
use it? EX. Home / Visitors
(Airbnb)
Secondary Who might be affected by the direct relationship of
the target users?
EX. Hotels / Real Estate Agencies (Airbnb)
Tertiary The greater effect your
relationship have on the public, society, or environment?
EX. Rental Contracts / Laws, Travel Agency Offers
(Airbnb)
Helps place the product /service in the context to the environment it will be sitting in.
stakeholder Interview Map
People like
Have trouble with /need
Which can be resolved by
We know we’re right when
Measured by
persona
problem/need
proposed solution
KPI / business result
qualitative or quantitative metric
stakeholder InterviewDefine Goal
Make it Specific What do you want to accomplish? Why is this important to do at this time?
Make it Measurable How will you know when you have accomplished your goals?
Make it Attainable Can you see myself achieve this goal? Can I break it down to manageable pieces?
Make it Relevant Is the goal too difficult to reach? Too easy?
Make it Timely What is the target date for reaching this goal?
stakeholder InterviewSMART Goals
Who are your primary users?
What are their roles?
What are their typical background?
Any defining attributes?
What defines success? (If an experience goes well what happens,
points? rewards?)
What is a bad result? (If an experience doesn’t go well what happens?)
stakeholder Interview Users
What problems do your users have that this offering solves?
What is the core value proposition of the offering?
What is the main marketing message?
stakeholder InterviewValue
Proposition
What is the target market?
What similar tools are in use today?
What are their relative strengths/ weaknesses?
How is this offering different?
stakeholder Interview Competition
What analytics do you collect today?
What insight are you able to share?
Do you have a user database we can access for user testing?
stakeholder Interview Data
A quick way to identify stakeholders
Responsible Accountable Consulted Informed
TASK
TASK
Name Role
Name Role
Name Role
Name Role
Name Role
Name Role
Name Role
Name Role
stakeholder InterviewRACI
Matrix
ResponsibleWho is/ will be doing the task? Who is assigned to work on this task?
Accountable Who’s head will roll if this goes wrong? Who has the authority to take decision?
Consulted Anyone who can tell me more about this task?
Informed Anyone whose work depends on this task? Who has to be kept updated about the
stakeholder InterviewRACI
Matrix
understanding
the user
Invent possible futures
Discover patterns and unknown insights
Set objectives, Create hypotheses, and reach conclusions
user Interview Why
user interview
What issues and topics do you need to explore?
Who are the right participants?
How should you conduct the interview? In person? By phone? Online?
How will you capture the data? Camera? Voice recorder? Notebook?
user Interview Preparing
The person’s background
Their occupation
Their occupation
Their goals
Their use of technology
Their motivations/ pain points
user Interview Topics
Exploratory research
How are users currently attempting to solve the problem?
How are users approaching the problem and what other tools are they using
What frustrates them about their current process?
It’s very helpful to hear users describe in their own words what they don’t like.
What other activities go hand-in-hand with this problem?
Ask your users, “What would you do next? Do that thing now.”
user Interview
Ask behaviors, not feelings.
Find out what they know about the subject.
What they think about it?
What they call it? (learn the language they use)
How they think it all works? (mental model)
What do they need to do before and after performing each task?
user Interview Questions
What information and feedback do they need to perform the task?
What do they find easy / difficult?
Where do they tend to make errors?
What other people do they need to interact with to accomplish the
task?
user Interview Questions
Paraphrase what you heard and ask if it is correct.
Help me understand….
Why do you…
Could you show me…
What do you mean by….
What would you have expected….
user InterviewFollow up Questions
Set the schedule yourself.
Duration: No more than 45 min. (Factor in breaks)
Recruit more participants than your need.
Record the session. (Ask permission first)
Be casual and conversational
Put the user into a teaching role and you’re the student.
Don’t judge their answers. Be neutral no matter what you really feel.
Thank them for participating!
user Interview TIPS
user survey
user SurveyBefore
making a survey
Will a survey help me for this problem?
How will the survey help answer the problem?
How will I reach them?
Who are the right people to ask?
The person’s background
Their occupation
Their use of technology
Their goals
Their pain points
Their motivations
user SurveyBasic
Questions
1. What is the purpose of your visit today?
2. Were you able to complete your task?
3. If you were not able to complete your task, why not?
user SurveyFeedback Questions
1. Are all the questions relevant to the specific problem?
2. Do you keep the language simple and direct? (Spell check)
3. Are you asking only one question at a time?
4. Did you cover all possible answer choices?
5. Is there an “other” or “prefer not to answer option”
6. Is there any unnecessary questions?
7. Are there any biased/leading questions?
8. Are the rating scales specific and thought out?
user Survey Checklist
Sourcing Participates
Online recruitment service
Placing a banner on your website.
Sending email invitation to subscribers / users.
Social media channels
user Survey
field studies
Terminology and processes: What do users do and how do they talk about it
Learn how people behave and get insight into how you should design interfaces.
Observationsfield Studies
Similarities and differences: Visiting multiple sites can allow the team to
collect a rich amount of information about the commonalities that appear
across environments, along with the variations that will impact design
decisions
Context: What are the external forces that will impact the design? Do the
user's requirements change when they are rushed or up against a deadline
Service Safari
What is the service
A service safari is a research method for understanding services. By visiting a service and using it you will be able to understand how that service works and what the experience is like.
What are users doing?
Who is involved?
What info is there?
What products are used?
What is the space like?
What makes this service work well?
What makes this service not work well?
service Safari Template
What are the different stages which make up the service?
Which people are involved in delivering the service and what they do?
What objects they use or interact with?
What spaces the service takes place in?
What information is available to people?
How involved are people in delivering the service contribute to the
experience?
Taking photos or video will help you to find out more about the service you are using.
service Safari Questions
Cards
1. Choose your topic of interest.
2. Create a collage board and get pictures
3. Moderate the study
• Set up the room / Give the topic and instructions / Leave
the room / Discuss the collage.
4. Conduct Analysis
Collaging is a method of building empathy with your users. It can also help you better understand the user’s needs
picture Cards QuestionsMethod
picture Cards• Select pictures that reflect how you would and would not
want the new website to greet you.
• Create a story about how you would want the website to
communicate with you. What qualities should it have? What
qualities should it not have?
• Select pictures that reflect your experience with using [x].
Questions
Pick 3-5 adjectives that best capture their impressions.
This technique is great for gathering emotional feedback and to open a conversation with users.
Brand Personality
Product Reaction
Cards
adjective Cards
Sincerity Excitement Competence Sophistication Ruggedness
Down-to-earth Daring Reliable Upper-class Outdoorsy
family-oriented small-town down-to-earth
daring trendy exciting
reliable hard-working secure
upper-class glamorous good-looking
outdoorsy masculine western
Honest
sincere honest real
Wholesome
original wholesome
Cheerful
sentimental cheerful friendly
Intelligent
intelligent technical corporate
Successful
successful leader confident
Spirited
cool spirited young
Imaginative
unique imaginative
Up-to-date
up-to-date independent contemporary
Charming
charming feminine smooth
Tough
tough rugged smooth
Brand Personality
adjective CardsAccessible Creative Fast Meaningful SlowAdvanced Customizable Flexible Motivating SophisticatedAnnoying Cutting Edge Fragile Not Secure StableAppealing Dated Fresh Not Valuable SterileApproachable Desirable Friendly Novel StimulatingBoring Difficult Frustrating Old Straight ForwardBusiness’-like Disconnected Fun Optimistic StressfulBusy Disruptive Gets in the way Ordinary Time-consumingCalm Distracting Hard to use Organized Time-savingClean Dull Helpful Overbearing Too TechnicalClear Easy to use High quality Overwhelming TrustworthyCollaborative Effective Impersonal Patronizing UnapproachableComfortable Efficient Impressive Personal UnattractiveCompatible Effortless Incomprehensible Poor quality UncrontrollableCompelling Empowering Inconsistent Powerful UnconventionalComplex Energetic Ineffective Predictable UnderstandableComprehensive Engaging Innovative Professional UndesirableConfident Entertaining Inspiring Relevent UnpredictableConfusing Essential Integrated Reliable UnrefinedConnected Exceptional Intimidating Responsive UsableConsistent Exciting Intuitive Rigid UsefulControllable Expected Inviting Satisfying ValuableConvenient Familiar Irrelevent Secure Calm
Product Reaction
Cards
Test
It’s a quick and inexpensive way to learn about users’ first impressions about our products and gather their emotional feedback in terms of design, layout and content.
Have you ever heard the sentence “It only takes 5 seconds to
form an opinion” ?
5 second TEST
• Age
• Occupation
• Cultural background
• Generation
• Image
• Driver, motivation
• Concerns
• Goal, needs, desire
• Mo
• Personality
• Technology
user Persona Template
• Behaviors
• Quote
• Companies they like
• UX goals
Age
Role / Job title
Gender
Location
Generation
“Insert quote that characterizes this persona in one sentence”
user Persona
DRIVERS
CONCERNS
Influencers
List
List
Photos (people, site or brand)
influence his decisions about key
indicators for your product/service.
Why?
Quick understand persona influences
and referents, background expertise,
and lifestyle.
PERSONALITY
Open-MindedTech Averse
Tech Savvy
SpendyFrugal
BEHAVIOUR
Stubborn
Disorganized Organized
Emotional Analytical
Patient Impatient
CalmHyperactive
Social Antisocial
GEOGRAPHIC
DEMOGRAPHIC
Where do your personas
live and work?. What’s it like
there? (It is a small or a
cosmopolitan city?)
Age, Gender, Family size,
Income, Occupation and
Education
USER TYPE
Inexpert Medium Advanced Expert
TECHNOLOGY expertise
Desktop (Device)
Mobile Apps (Device)
Social Networks (Platform)
LOGO LOGOLOGO
COMPANIES they like
Success Rate
Time on Task
Number of errors
Satisfaction
Ease of Use
Perceived amount of time
User Testing Metrics Template
Key
Critical: If we do not fix this, users will not be able to complete the scenario. Serious: Many users will be frustrated if we do not fix this; they may give up. Minor: Users are annoyed, but this does not keep them from completing the scenario. This should be revisited later.
understanding
the market
Competitive Analysis
Y Axis
Traditional / Modern
Mass produced / Customized
Social / Independent
Frugal / Spendy
X Axis
High / Low quality
Quick / Time consuming
Tech Adverse / Tech Savvy
Easy / Complex
GAP (opportunity)
position Analysis
Competitor Competitor Competitor Competitor
Feature
Feature
Feature
Feature
Primary Persona
Secondary Persona
Tertiary Persona
Features they’d like
feature Analysis Competitive Analysis
Phase One
discovery
Phase Two
structure
Phase Three
skeleton
Next up
Twitter @maitedalila
UX Designer
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