User Experience Design Fundamentals - Part 3: From People to Product

Periscope | www.periscopeux.com

We design smart, usable digital products Laura Ballay & Meghan Deutscher

User Experience Design Fundamentals 3: From People to Product

A brief recap…

The User Experience process is based on Goal-Directed Design, where focus is maintained on user goals to provide rationale for design decisions and a benchmark for evaluating them.

If your product helps people achieve their goals effectively and happily, it will be successful.

The UX Process

Analyze Uncover key user goals and pain-points from research findings.

Conceptualize Create design requirements from user goals, business goals and tech. requirements.

Design Create and communicate possible solutions for requirements.

Validate Test design solutions with actual users. Do they support user goals?

Discover Research users to understand why they do what they do.

Talking with Users •  YOU ARE NOT YOUR USER •  Talk to user to uncover their goals and understand how

they fulfill them •  Three principles:

1.  Always ask “why” 2.  Consider user biases 3.  Study users in context

You’ve talked to your users. Now what?

Today’s Takeaways

Learn how to analyze the information you get from your users. Learn how to apply findings to your product design.

What are you trying to do? Deliverable How well user goals

are understood Purpose

Personas; Design Brief

I don’t know my users’ goals.

Uncover user goals by questioning their behavior.

Workflow I have an idea of what my users’ goals are.

Validate user goals by observing their behavior.

User Stories; Requirements

I know what my users’ goals are.

Understand how users fulfill their goals; what their behaviors, attitudes and challenges are.

Refine Design; Value Prop

Does my product help users accomplish their goals?

Validate whether or not your product helps the user and how likely it is they’ll use it.

Business Case Can my product be better?

Continuously learn more about your users and how they use the product.

Where do you start?

Organize Pull interesting and relevant notes from raw information. Categorize the notes. Put them on the wall; make them tangible so you can play around.

Look for Patterns

Identify types of customers from your clusters.

FACTS

Factual information about your target customer.

BEHAVIOR

The things they do now.

PAIN-POINTS

The problems they have.

GOALS

What are they trying to accomplish?

CATEGORIES

Grid courtesy of Will Evans at Semantic Foundry

What do you get rid of?

•  User biases •  Your own biases •  Anomalies

When…?

User Profiles: •  Name them •  Choose focus (pick one,

maybe two…)

Output: •  Epics/Design themes •  Feature list •  User stories •  Scenarios

Too many? Try Voting. (like dot democracy)

Voila – Prioritized Requirements!

Hold onto what you’ve learned

This is great reference material you can use later too!

An Example: Personas

An Example: Personas

Review Notes

Organize Notes

Uncover trends

Review Real Users 4 Create

Composite Users Match Trends to

Composite Users 5 6

1 2 3

Test Drive Affinity mapping in action. Background: You’re creating a product that will help novice to intermediate gardeners like Gloria get info they need to plan and take care of their garden. Read through the notes from an interview with Gloria and determine categories of data: •  Facts •  Pain-points •  Behaviors •  Goals

That’s all folks! This was UX Fundamentals… Requests for future topics?

Questions? info@periscopeux.com

Thanks! …and thank you to all the awesome people who share their photos on

Flickr: Stephen Bowler Leo Reynolds See-ming Lee

Simon Law Luz Bratcher “CHWSFO”

Deborah Leigh Pamela Barclay “Canned Tuna”

Katie Inglis Benjamin Chun

Morten Just “Broken Thoughts”

Harsha K R Devon Shaw