digital media design i user experience / …user experience / deliverables project 1 research...

DIGITAL MEDIA DESIGN I

User Experience / Deliverables

PROJECT 1

Research

VALIDATE YOUR ASSUMPTIONS

Most ideas are based on things that someone thought was good or interesting, rather than something that solves a real problem. This is

why companies need to spend time validating their hypotheses as early as possible.

TASK 1

Write a list of 10 assumptions you have about the product’s market and its users, then use all of the

following methods to validate your assumptions:

Market research Competitor benchmarking Surveys

Ethnographic field studies

CAST A WIDE NET

MARKET RESEARCH

COMPETITOR BENCHMARKING

SURVEY MONKEY GOOGLE FORMS

Write questions based on what you

hope to learn.

Don’t lead the users

to answers.

Seek out facts not opinions.

Ethnography is a set of qualitative methods to understand and document the everyday

activities and mindsets of a particular cultural group in their habitual environment.

WHAT DO PEOPLE DO AND WHY DO THEY DO IT?

REDEFINE THE BRIEF

The original brief is quite broad and offers many potential directions you could take. Locating a micro-level problem will guide you to design

a meaningful and evidence-based solution, faster and easier.

TASK 2

Based on the early research you performed, narrow your focus and write a new brief that

addresses what your team learned to be the core problem.

SCENARIOS

They describe the context of why the different user groups need to use your product.

SCENARIO 1

The family goes out on a hike together

and realizes they forgot to turn off

the lights.

SCENARIO 3

The parents want to teach their kids

how to live sustainably.

SCENARIO 2

Times are tight and the family wants to

save money on their energy bill.

An app that tracks, helps reduces, and maintains the sustainability of your home.

TASK 3

Come up with at least 3 scenarios for your product. Also, give them each a name for easy recollection

(i.e. Energy Savings). This will determine who your different user groups are (write them out) and who

you interview.

INTERVIEWING USER GROUPS

The goal is to learn anything that might influence how the users might use your product.

TASK 4

Conduct 5-10 interviews with people who might fall into your varying user groups. Then analyze

the results. These will help provide detailed information in your user journey maps.

USER JOURNEY MAP

The process of learning about ordinary users by observing them in action to understand in detail how they perform

their tasks and achieve their intended goals.

EVENT

RECOMMENDATION

Sunday Following Week Next Monday Morning Monday Afternoon Tuesday, 12:30am Tuesday, 12:35am Tuesday, 12:40am Tuesday, 12:42am Tuesday, 1:00am Tuesday, 1:15am Wednesday, 1:00pm Over the Next Week Over the next Few Months

Linda babysits her grandson, Matty, who is recovering from strep throat.

Linda wakes up with a sore throat. She tries home remedies but nothing helps. She Googles solutions online, but is overwhelmed with information.

Linda calls her doctor's office to schedule an in-person appointment, but learns that there is no availability for the next two weeks.

The nurse at Linda's doctor's office recommends she try a service that offers online appoint-ments. Other patients have had success with the service, so it's a new option that they are recommending when they don't have any availability.

Linda browses the site during her lunch break. She finds it easy to navigate and understand, but only sees pictures of young people and doesn't know if Spanish-speaking doctors are available. She's not sure if the service is for her.

Linda worries that the doctor won't be able to appropriately examine and diag-nose her. She won-ders, "Will the doctor be able to see my throat via a webcam?"

Linda wonders about the cost of the appointment. She doesn't want to pay more than her office visit co-pay.

Linda sees the doctors shown on the front page and wonders if those are the available doctors. She wants the doctor she will be seeing to be qualified.

Linda is getting confused with all the information on the site, so she leaves and hopes that she'll feel better soon.

Linda is having a hard time swallow-ing and is feeling desperate, so she decides to try the service.

Linda sets up an account, but her chosen password does not meet requirements and she does not know how to resolve the issue.

Linda finally figures out the password issue. The site walks Linda through the pre-appointment form filling, system tests, and other onboarding activities.

Linda completes setup and waits for the appointment to begin.

Linda begins her appointment. The doctor examines Linda's throat through the webcam and asks her a series of questions.

The doctor tells Linda she probably has strep throat and will call in a prescrip-tion for antibiotics.

Linda picks up the antibiotics at her 24-hr pharmacy.

Linda receives an email telling her that she can find a report summarizing her appointment in her "Appointment History" section of her site account.

Linda begins to feel better

Linda shares the details of the appointment with her doctor during her annual checkup and recommends the service to friends and family.

FINDING

Discovery Setup/Onboarding Appointment Post-Appointment

ANXIETY

Baby Boomers trust their primary care physician the most when seeking infor-mation related to health conditions.

Baby Boomers may feel discouraged when they don’t feel like the service represents them and their needs.

Baby Boomers are concerned about how a doctor will diagnose and treat them without physi-cal touch before engaging in an online appointment.

Baby Boomers want to know the cost of an online appoint-ment and if it would be covered by their insurance company before trying the service.

Baby Boomers are concerned about the credentials of the doctor they will be meeting with.

Virtual healthcare providers should establish trusted relationships with primary care physi-cians in order to increase patient referrals.

Virtual healthcare providers should ensure that photos on their site represent the Baby Boomer population.

Virtual healthcare providers should include case studies and videos that detail how doctors treat different conditions.

Virtual healthcare providers should ensure cost and insurance coverage information is clearly stated and easy to find on the landing page.

Baby Boomers are concerned about the credentials of the doctor they will be meeting with.

Baby Boomers prefer clean, direct, and simple web pages that include only the information they need and nothing more.

Virtual healthcare providers should ensure information on cost, insurance, doctor credentials, how the service works, and what they treat can be immediately found on the landing page.

Baby Boomers can be especially frustrated by error messages that do not tell them what the next steps should be.

Virtual healthcare providers should make sure error messages are easy to notice and describe the steps that the patient needs to take to resolve the issue.

Some Baby Boomers appreciate more hand-holding and being walked through processes from start to finish.

Baby Boomers want to retain the details of their appoint-ment, either for personal use or to incorporate into their Electronic Health Records (EHR).

Baby Boomers appreciate having transparency into how much time they have to wait or spend with the doctor, but they do not like feeling pressured by time.

Virtual healthcare providers should break out long processes (ex: form filling) into several steps and provide clear directions that guide and prepare baby boomers for their appointment.

Virtual healthcare providers should provide patients with the option to securely share or incorporate their appointment details into their EHRs.

Virtual healthcare providers should continue to show patients a countdown timer of their wait time and should describe what the patient should do if they miss the doctor’s call.

1 1

4Overwhelmed

Calm

54Discouraged

8Confused 8Pressured910Desperate

7 7 6Concerned5

3

LINDA MARTINEZ: Profile & JourneyDemographics• 61 Years Old• Lives in Suburbs

of Renton, WA• Married with 2 kids• Works part-time as

accountant at law firm

Health• Tries to stay active and

is generally conscious about health, but does not like seeing a doctor unless absolutely necessary

Medical Preferences• Fluent in English,

but most comfortable speaking Spanish, her native language

• Visits a Spanish-speaking doctor

Technological Capabilities• Uses computer for basic

needs (ex: word, internet searches, email, etc.)

• Does not consider herself tech-savvy—often calls her kids for help

Hobbies• Enjoys gardening,

cooking with home-grown vegetables and looking after her grandson

• Used to suffer from hypertension, but has kept it under control the last few years

• Does not like driving to the doctor’s office

• Does not like sitting in the waiting room that is full of germs

CalmRecovering

RecoveringRecoveringConcerned

FrustratedPressured

10

5

1

Biker Journey

Events

Rider thoughts

Opportunities for Innovation

Anxiety Level 5

4

3

2

1

Start riding towards studio through one-way neighborhood streets

Residential roads are light in traffic and stress level. Cars at slower speeds are easier to communicate with and avoid.

The biker checks tire pressure, loads up packed panniers and turns on their front and back light.

Every time I get on my bike I have a mental checklist. I run through all the gear I need on the road.

Turning out onto a road with heavy traffic is usually fine when there is a bike lane. This situation can be slightly stressful when cars don’t give me enough space and I feel like I might get clipped by a car coming up from behind me.

If drivers knew how scary it is when they drive too close to the bike lane, or even on the line, they probably would be more conscious of the space they allow.

How can a driver be successfully alerted that they are driving too close to the bike lane?

Comes to a stop sign and makes a turn onto a main roadway with heavier traffic and a bike lane. Uses hand signals to alert drivers behind them that they are turning.

How can drivers be alerted that a biker wants to merge into the lane ahead of them if they aren’t paying close enough attention to notice the biker’s hand signals?

Looking behind for cars can be tricky to do while also keep steering straight. Cars don’t always let me in when changing lanes. Can be difficult to keep speed up while signaling and looking behind. Will the driver see me? Will they pretend not to see me so they won’t have to slow down to let me in? Do I think they see me and they really don’t? Am I going fast enough to get over without annoying the driver?

Change lanes to make turns. Make hand signal and look behind for driver’s eye-contact / acknowledgment.

I always stop at the same place, where I have plenty of room and don’t feel in the way. It’s a break from the worry of the commute.

Stop to remove extra hot layers before riding uphill.

Entering into campus through a one way lane with two way traffic is low stress because traffic levels are low and inconsistent.

Ride uphill and make gear adjustments. Merge into single lane with two way traffic.

Lower stress. Feel much more in control and less affected by a surrounding area full of pedestrians as opposed to vehicles. Slower speeds. Sometimes pedestrians are unpredictable and don’t pay attention to where they are going or if there are bikes in the pathway.

Ride through campus slowing speed to accommodate pedestrian traffic.

Arrives at location and locks bike. Removes panniers and goes to class.

How can drivers be alerted when there is a bike approaching from behind obstructions such as other vehicles, bushes, or blind corners.

I get nervous every-time I ride past this street because even though I have the right of way, cars have a really hard time seeing me over the line of parked cars on the street. Many drivers don’t even come to a complete stop at this stop sign and I have had to brake hard to avoid crashing into a car on multiple occasions. I have started getting into the habit of slowing down as I approach this road.

Biker rides past a perpendicular street. Upon approaching this street, the biker is obscured from the view of cars turning out onto the road by a line of parked cars. The biker slows down in case they have to stop suddenly if a driver pulls out in front of them while turning onto the main road.

How can drivers in oncoming traffic be persuaded to hug the outer edge of a road in order to allow a passing car give more room to a biker?

The turn itself is not stressful because I don’t have to change lanes to do so. Getting onto a road without a bike lane though is worrisome. Cars typically give a wider berth when passing on a road that doesn’t have a bike lane because visually I am typically harder to miss. When a car wants to pass me however and there are other cars approaching from the opposite direction, the space I’m given narrows and my stress level rise. I tend to be more self conscious about whether or not I am an annoyance or a nuisance to drivers on roads without bike lanes.

Makes a right hand turn onto a road without a bike lane. Uses a hand signal to alert drivers.

TASK 5

Make a user journey map for each of your personas. Include in the timeline the user’s anxiety levels,

activities, your findings, and your recommendations.

GOALS

Goals identify what is most important to the user, brand, and business. Your goals should arise from your different

methods of research.

TASK 6

Write 3-5 goals for each: user, brand, and business.

PRODUCT STATEMENT (VALUE PROMISE)

A promise of value to be delivered, communicated, and acknowledged. It is also a belief from the customer about

how value (benefit) will be delivered, experienced and acquired.

Connect directly to actual hiring managers at top companies and set

up interviews within minutes.

TASK 7

In one sentence, using plain language, explain what the product is.

USER FLOW

The path a user follows through your product’s interface to complete a task (i.e. make a reservation, purchase a

product, subscribe to something).

Swipe left to “pass”

9 JOBS REMAINING

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How Upward Works

Anonymously "like" or "pass" on jobs that upward suggests.

We only connect you when the feeling is mutual.

Quickly chat with the people you will be working with. username

password

This is how your profile will appearanonymously to emplopyers.

Done

Swipe right to “like”

Anonymous Profile PreviewFull Profile previewSign In with LinkedInIntro 2nd Card is swipe left demo Job Card1st Card is swipe right demo

Talent View Wireframes

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Tap on the card to view fulljob description.

Welcome!This is how your profile appearsto talent who you’ve matched.

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talent to see!

Done

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Employer Wireframes All Social Media Login



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Add Job JobBack


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+ Add Job

Talent Full Profile

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JobNameInbox

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Back

You’re a Match!

Connect

Keep Looking

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Edit

Talent

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DoneNextCancel



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JobAdd Job JobBack


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+ Add Job

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Import Company Info

?

upward would like to accessome of your info:

Upward

username

password

Allow Access

Facebook

Twitter

username

password

Or, sign up with email

Authorization

Create an account with yourcorporate email.

Upward

username

password

Okay


Next

Job Poster Profile

Upward

Tap anywhere to edit.



DoneNextCancel



Add Logo

Add description

Add description

Add description

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JobAdd Job JobBack


DoneSelect Job


+ Add Job

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Import Company Info

?


9 JOBS REMAINING

upward

How Upward Works






Or tap anywhere to edit!


Done

Job Poster Profile

Intro 2nd Card is swipe left demo Talent Card1st Card is swipe right demo

Employer Wireframes Start w/Candidates

Pre-Sign Up Cards

Upward



Match Screen

Talent Full Profile

Name

ChatInbox


Send

JobNameInbox

Settings

SettingsBack

Back

You’re a Match!

Connect

Keep Looking

Settings

Talent

Employer

f

f

LinkedIn


Upward

username

password

Allow Access



DoneNextCancel



Add Logo

Add description

Add description

Add description

Add description

JobAdd Job JobBack


DoneSelect Job


+ Add Job

Edit

Import Company Info

?

Profile

Jobs

Settings

Log out

Profile

Jobs

Settings

Log out

Profile

Jobs

Settings

Log out

Profile

Jobs

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Log out

TASK 8

Create variations of the user flow. You may want to try different flows for each user group, as well as

some variations that integrate both. Find dead ends and holes and continue to iterate and try new ways.

digital media design i user experience / …user experience / deliverables project 1 research...

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