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