Product UI/UX : How a product takes shape

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PRODUCT UI/UX HOW A PRODUCT TAKES SHAPE

Amanjot Malhotra@amanmalhotra9111

2DESIGNING UI/UX BRANDING DEVELOPMENT MARKETING STARTUPSACTIWATE Visit www.actiwate.in for any requirements or mail at info@actiwate.in

METHODS USED 31. REQUIREMENTS 2. BRAINSTORMING

3. DELIVERY

Service BlueprintConsumer Journey MapPersonasEcosystem MapStakeholders InterviewsStoryboardsValue PropositionSitemapFeatures RoadmapUse Cases and ScenariosUser FlowUsability TestingA/B TestingWire-framingPrototyping

REQUIREMENTS41

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SERVICE BLUEPRINT5A map that displays all the touchpoints of the consumer with your brand, as well as the key internal processes involved in it.

Useful to visualize the path followed by consumers across multiple channels and how you could improve the flow.

The traditional blueprints as they are used in disciplines like architecture, product design and engineering- are instruments for building, standardizing, communicating, planning and sharing the project.

While, if we think at how the blueprints are used in service design, we can notice that they give just partial representation of how a service works: they provide a detailed visualization of the actions and processes, without looking at the motivational and emotional sides.

The solution proposed improves this aspect By adding more layers of information inside the diagram, like the emotions line and the color-coded emotional states.

CONSUMER JOURNEY MAP6The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service.

In this kind of visualization, the interaction is described step by step as in the classical blueprint, but there is a stronger emphasis on some aspects as the flux of information and the physical devices involved.

At the same time there is a higher level of synthesis than in the blueprint: the representation is simplified trough the loss of the redundant information and of the deepest details.

A blank journey worksheet and a set of cards representing the touchpoints are needed to set the ground for the activity

The cards provide a visual support that facilitate understanding and assembling the sequence of activities and touchpoints that characterize the service experience.

PERSONAS7From all over the techniques and tools related to design process and User experience, only personas appears as a consistent common denominator, even in methods against the use of extensive deliverables as Lean UX.

Most of the point of view agree in that the secret of a great user experiences strategy lies on this tool, even so the building process varies significantly.

Probably the most important reason to create personas is to set a common understand of the final user. So that a coherent strategy is defined that will result in a product/service that is user oriented and meet the user goals.

ECOSYSTEM MAP8A visualization of the companys digital properties, the connections between them, and their purpose in the overall marketing strategy. Gives you insights around how to leverage new and existing assets to achieve the brands business goals.

Useful to visualize the path followed by consumers across multiple channels and how you could improve the flow.

The traditional blueprints as they are used in disciplines like architecture, product design and engineering- are instruments for building, standardizing, communicating, planning and sharing the project.

While, if we think at how the blueprints are used in service design, we can notice that they give just partial representation of how a service works: they provide a detailed visualization of the actions and processes, without looking at the motivational and emotional sides.

The solution proposed improves this aspect By adding more layers of information inside the diagram, like the emotions line and the color-coded emotional states.

STAKEHOLDERS INTERVIEW9Scripts for interviewing key stakeholders in a project, both internal and external, to gather insights about their goals. It helps prioritize features and define key performance indicators (KPIs).

Useful to visualize the path followed by consumers across multiple channels and how you could improve the flow.

The traditional blueprints as they are used in disciplines like architecture, product design and engineering- are instruments for building, standardizing, communicating, planning and sharing the project.

While, if we think at how the blueprints are used in service design, we can notice that they give just partial representation of how a service works: they provide a detailed visualization of the actions and processes, without looking at the motivational and emotional sides.

The solution proposed improves this aspect By adding more layers of information inside the diagram, like the emotions line and the color-coded emotional states.

STAKEHOLDERS INTERVIEW CHECK-LIST10PROJECT VISION

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)?

USERS

Different types of users (salesperson vs supervisor vs analyst)Who is primary?Role(s)?Typical Background?Defining Attribute?

VALUE PROPOSITIONWhat problems do users have that this offering solves?What is the core value prop of the offering?What are the main marketing messages?

COMPETITION

What similar tools are in use today?Target Market? Value Proposition?What are their relative strengths/weaknesses?How is this offering different?

YOUR CUSTOMERS

Target market(s)?What role is your team selling to?What problem do they have that their offering solves?Who is their competition?How are they differentiated?

STAKEHOLDERS INTERVIEW CHECK-LIST11PROCESS & WORKFLOW (example questions here for a Salesperson role)

What is the nature between the salesperson and their customer?How does the salesperson know when it is time to engage with a customer? Are there multiple types of engagements? Are there other key patterns (e.g. cyclical patterns, size of company, level of customer savvy-ness, industry, etc.)How do they prepare? How do they work with? What tools do they use?How do they engage? What is the first step? And the next (and so on)? How does the engagement end?What frustrations/ pain points do they experience with their current process?

CONTEXT OF USE

What tools do they use today? Where do those tools fit? (collect screenshots, printouts, any relevant articles if possible)What data points do they collect today? What insight are they able to share with customers today? How do they share it? What does it look like?Whats missing in the current process that this tool will provide?Where do you imagine your new (or redesigned) offering will fit?

USER GOALS

What defines success? (if an experience goes well, what happens, commission? bonus?)What are bad results? (If an experience doesnt go well, what happens?)If users had a magic wand and could wish for anything to make the process better, what would they wish for?

BRAINSTORMING122

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STORY BOARDS13A comic strip that illustrates the series of actions that consumers need to take while using the product. Translates functionalities into real-life situations, helping designers create empathy with the consumer while having a first look at the product scope.

Useful to visualize the path followed by consumers across multiple channels and how you could improve the flow.

The traditional blueprints as they are used in disciplines like architecture, product design and engineering- are instruments for building, standardizing, communicating, planning and sharing the project.

While, if we think at how the blueprints are used in service design, we can notice that they give just partial representation of how a service works: they provide a detailed visualization of the actions and processes, without looking at the motivational and emotional sides.

The solution proposed improves this aspect By adding more layers of information inside the diagram, like the emotions line and the color-coded emotional states.

VALUE PROPOSITION14A reductive process in the early stages of product definition that maps out the key aspects of it: what it is, who it is for and when/where it will be used. Helps the team narrow down and create consensus around what the product will be.

When youre starting a new project or a new company you need quick and dirty tools to help you focus on executing things faster and better. Good strategy tools exist only to help you focus on getting the right things done. The value proposition canvas is a simple tool that quickly gets you to the minimum viable clarity required to start building and testing.

The value proposition sits at the pivot point of the entire business model. Mapping the business model of a new product or service is one of the most important parts of building a business strategy. Strategy frameworks have traditionally been the domain of MBAs but they are so important that these days the tools have been democratized for use by entrepreneurs, designers and technical teams.

SITEMAP15One of the most iconic IA deliverables, consists of a diagram of the websites pages organized hierarchically. It makes it easy to visualize the basic structure and navigation of a website.

They show how the navigation should be structured

They help identify where content will sit and what needs to be produced

They help show the relationship between different pages

They provid