#3 in a 3-part series on UX Fundamentals: From People to Product * Learn how to analyze the information you get from your users. * Learn how to apply findings to your product design.

1. User Experience Design
Fundamentals 3: From People to Product
Periscope | www.periscopeux.com
We design smart, usable digital products
Laura Ballay & Meghan Deutscher

2. A brief recap…

3. 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.

4. Discover
Research users to
understand why they
do what they do.
Validate Analyze
Test design solutions with Uncover key user goals
actual users. Do they and pain-points from
support user goals? research findings.
The UX Process
Design Conceptualize
Create and communicate Create design requirements
possible solutions for from user goals, business
requirements. goals and tech. requirements.

5. 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

6. 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.

7. What are you trying to do?
Deliverable How well user goals Purpose
are understood
Personas; I don’t know my users’ Uncover user goals by questioning
Design Brief goals. their behavior.
Workflow I have an idea of what Validate user goals by observing their
my users’ goals are. behavior.
User Stories; I know what my users’ Understand how users fulfill their
Requirements goals are. goals; what their behaviors, attitudes
and challenges are.
Refine Design; Does my product help Validate whether or not your product
Value Prop users accomplish their helps the user and how likely it is
goals? they’ll use it.
Business Case Can my product be Continuously learn more about your
better? users and how they use the product.

8. Where do you start?

9. 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.

10. Look for Patterns

11. Identify types of
customers from
your clusters.

12. FACTS PAIN-POINTS
Factual information about The problems they have.
your target customer.
CATEGORIES
BEHAVIOR GOALS
The things they do now. What are they trying to
accomplish?
Grid courtesy of Will Evans at Semantic Foundry

13. What do you get rid of?
• User biases
• Your own biases
• Anomalies
When…?

14. User Profiles:
• Name them
• Choose focus (pick one,
maybe two…)

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

16. Too many? Try Voting.
(like dot democracy)

17. Voila – Prioritized
Requirements!

18. Hold onto what you’ve learned
This is great reference material you
can use later too!

19. An Example: Personas

20. An Example: Personas
Review Organize Uncover
1 2 3
Notes Notes trends
Review Create Match Trends to
4 5 6
Real Users Composite Users Composite Users

21. 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

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

23. Questions?
info@periscopeux.com

24. 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