UXPADC UX 101 - UX Strategy

Agenda
‣ 08:30 -9:00: Breakfast/Coffee
‣ 09:00 - 09:15: Introduction to UX
‣ 09:15 - 10:15: UX Fundamentals
‣ 10:15 - 10:30: Morning Break
‣ 10:30 - 11:30: User Research
‣ 11:30 - 12:30: Lunch Break

Agenda
‣ 12:30 - 01:30: UX Strategy (From User Research to Strategy: Design
Thinking and Design Studios)
‣ 01:30 - 02:45: Wireframing/Prototyping
‣ 02:45 - 03:00: Afternoon Break
‣ 03:00 - 04:00: Usability Testing
‣ 04:00 - 05:30: Meet Seasoned Professionals and get One-on-One
advice/Networking/Happy Hour (Drinks and snacks included)

UX Strategy and the Design Studio:
The User Experience Practitioner’s
Secret Weapon
John Whalen, PhD
Principal, Strategy & User Experience
jw@brilliantexperience.com
brilliantexperience.com
@brlexp

Agenda
‣ Introductions
‣ Introduce Brilliant Experience & Methodology
‣ UX Methodology - More than UX
‣ Detail the Design Studio and Its Origins
‣ Design Studio as Secret Weapon

Introducing Brilliant Experience

Research
Stakeholder Interviews
Field Research
Competitor Reviews
Expert Reviews
Strategy and Ideation
Strategy Workshop
Design Studio
Rapid Prototyping
Iterative Refinement
UX and Design
IA & Flow
Interaction Design
Concept Realization
Visual Design & Branding

Consumer! Lawyer! Banker!
Neuroscien2st! VAD7Nurse! Drug7Researcher!
Farmer! Federal7Administrator! Mom7/7Chauﬀeur!

User
Research
Examples

How do we “cross the chasm”?
User Insights
Great Experience, 
Successful Product
Insert 
Magical 
Process 
Here

To help you understand what “this” is,
let’s play ‘Name that Methodology’

User Stories
1
Design &  
Develop
2
Feedback
3

User Stories
1
Design &  
Develop
2
Feedback
3
Agile

Build
1
Measure
2
Learn
3
Lean
Startup

Copyright © 2012-2013 Brilliant Experience
1 2 3 4
Empathize with
the audience you
are designing for.
Brainstorm
possible designs
Build a representation
of one or more of your
ideas
PrototypeIdeateResearch
Test your ideas for
feedback
Test

Empathize with
the audience you
are designing for.
Brainstorm
possible designs
Build a representation
of one or more of your
ideas
PrototypeIdeateResearch
Test your ideas for
feedback
Test
Design
Thinking
1 2 3 4

Brilliant’s Methodology Mix
‣ market research (probing individual psyches for needs/desires)
‣ user-centered design
‣ design thinking / innovation techniques
‣ lean startup / agile UX
‣ behavioral economics / persuasive design
Plus some: management consulting

Two Tracks
Product Development Team Development

Two Tracks
Empathize with your audience Determine management alignment

Two Tracks
Baseline measurement Evaluate the team

Two Tracks
Design studio

Two Tracks
Design studio
Exploration of solution space Intensive training

Two Tracks
Design studio
Partner designers / developers Support UX team

Remote Sessions:
Webex Audio/Video
In-Person Sessions (test
facility or user work site):
Chicago
Washington, DC
New York
Boston
San Francisco
Atlanta
Houston
Learn their processes

What do they say? do? think?
Consumer! Lawyer! Banker!
Neuroscien2st! VAD7Nurse! Drug7Researcher!
Farmer! Federal7Administrator! Mom7/7Chauﬀeur!

Meet Jane: Pattern Analyst
Note: we are visiting her in her
normal place of work.

No users clicked on
any of these links
No users clicked on
the video
This section was the
most well studied.
Given your goal of
increasing
registration, the
priority should be
register, not login.
Not prominent
enough. Few people
saw this. Reduce
total page content
to increase
conversion.
Recommendation: Provide example of how it works in the video area
with a screen capture of the video as the first slide. Reduce content.
Expert Reviews

Homepage Strengths
PayPal 
Business
PayPal 
Business
PayPal 
Business
PayPal 
Business
PayPal 
Business
1. Visuals used wisely to support brand, but also demonstrate benefits.
2. Carefully crafted visual flow directs attention sequentially on page.
3. Content limited to priority messages.
4. Navigation defines needs addressed and problems solved.
5. Offered clear CTA with limited initial commitment.
Competitive Reviews

UX Lead
Technical
Lead
User
Researcher
Usability
Expert
Front-End
Developer
Front-End
Developer
Interaction
Designer
‣ Majority of large organizations use
hybrid employee/consultant teams
‣ Provides specialized capabilities when
needed
‣ Helps to kick start internal team growth
‣ Allows company to determine which
roles should be in house
UX
Strategist
consultant
employee
Evaluate The Team

Design Studio:  
Origins and Evolution

Design Studio Origins
‣ Design school
- Intensive group critique of work
- Learn through criticism
- Take chances and learn through experimentation
- Everyone learns through design.

Design Studio Evolution
‣ Goals of Design Studio for UX
- Rapidly align team on:
-
Internal business goals of project
-
Prioritized audiences
-
Audience goals and scenarios
-
Relationship between business and audience needs
- Rapidly form ideas around
-
Possible solutions space
-
Early concepts

CEO: I know you had an agenda,
but let’s just sketch our ideas
anyway...

Iterative Testing
PRESS GANEY
Welcome Lidia | My Account | Customize
Clinical Performer
detail
Volume By Service Line
detail detail detail
detail
detail
Southwest
ORTHOPEDICS
Pediatrics
Emergency
Surgery
Cardiology
Neurology
Oncology
Hospital Acquired Infection
9
16%
Physical Restraint Accidental OverdosagesAdverse Blood Reactions
24%
1 2 4
50% 12%
Complications
24%
2.7%
Mortality
Core MeasuresReadmissions
16%
24%
85%
24%
1.2%
24%
detail
detail
RevenuePerformanceView:Date Range: 1m 3m 1yr YTD Custom Division/Service Linequick Links:
Performance > System Wide

Today, we will create the foundation for a winning
web strategy and design direction through a
strategy workshop & design studio.

Introduce the design
studio process, our
goals and activities.
Prioritize business
goals. Ensure we are
aligned on IRS’ goals
for the project and
desired outcomes.
Prioritize your
audiences, define
them create the
scenarios in which
they would use this
product.
Audience NeedsEnterprise NeedsIntroduction
Flesh out best ideas.
Get the team to agree
on promising
conceptual directions
through presenting
concepts to the team.
Design Studio
The Process
1 2 3 4

Schedule - Day 1
Time Activity & Description
12:30 – 1:00 Kickoff & Introduction
1:00 - 2:00 Elevator Pitch
2:00 - 2:10 Brief Break
2:10 - 3:00 Prioritize Business Objectives
3:00 – 3:20 Prioritize Site Audiences
2:30 - 2:45 Brief Break
3:30 – 4:30 Create & Present User Personas
4:30 - 5:00 Summary & Wrap Up

Schedule - Day 2
Time Activity & Description
8:00 - 8:20 Day 2 Kickoff
8:20 - 8:30 Stakeholder Comments on Day 1 Findings
8:30 – 9:20 Create & Present User Scenarios
9:20 - 9:30 Brief Break, Design Studio Setup
9:30 – 9:45 Feature Brainstorming Session
9:45- 10:00 Introduction to Conceptual Design & Design Studio
10:00 – 11:15 Homepage Design Sprints
11:15 – 11:45 Group Presentations of Designs
11:45 – 12:00 Wrap up

Goals
‣ Collaborate
‣ Generate ideas
‣ End up with several good ideas

Guidelines for the next two days.
1. Minimal phones, tablets, or laptops - we need to focus on the project
- We will give you breaks to get your fix
2. We must generate a lot of ideas quickly
- We will have deadlines to get things done
3. We are not in the idea- or ego-squashing business
- We succeed through a breadth of perspectives

Elevator Pitch
‣ The elevator pitch is a quick
assessment of team alignment. The
goal is to briefly describe your new
product as if you were in an elevator
pitching it to a key stakeholder.
‣ We want each individual to describe its
audience, their need, the product’s
category and biggest benefit, and how it
uniquely serves your audience.

Elevator Pitch
‣ For
‣ who have
‣ _______________ is a
‣ that
‣ Unlike
‣ ______________
(target customer),
(customer need),
(market category)
(one key benefit).
(less efficient option),
(unique differentiator).

Elevator Pitch - Discussion
‣ Benefits
‣ Time duration
‣ Getting clarity on direction

Prioritize Enterprise Goals

Enterprise Goals
‣ List out, group and prioritize all the goals you
have as an enterprise.
‣ Goal: Ensure we are all aligned on goals and
directions.
‣ Ensure we understand how to create success
criteria.

Enterprise Goals - Discussion
‣ Importance of voting and procedure there.
‣ What if senior stakeholder wants to pull rank?
‣ Demonstrates difference between business goal (I want more people to
sign up) and a user goal (they don’t necessarily want to sign up)

Prioritizing Site Audiences

Prioritizing Site Audiences
‣ We want to be able to think like your
target audience(s)
‣ Create personas that will help us relate to
that person and anticipate their action
‣ Steps:
1. Brainstorm to create all the major
audiences for the site.
2.Prioritize the audiences
12:30 - 1:15

Create Personas

Create Personas
‣ We want to be able to think like your
target audience(s) and create
personas that will help us relate to
that person and anticipate their
actions
‣ Team up for this task and provide:
- Name
- Picture
- Description
- Goals & Needs
- Technologies

Personas - Discussion
‣ What do you like to include in personas?
‣ Are these the right level of fidelity for you?
‣ Have you ever made these with senior folks, developers, marketers and
UXers in the same room? What happens if you do?

User Scenarios

User Scenarios
‣ Create the scenarios in which your
persona would be using the tool
- Describe the situation and goal of your
persona
- How would they use this tool?
- What are they trying to accomplish?
- What information are they seeking?

User Scenarios - Discussion
‣ Benefits?
‣ How do you do this differently?
‣ What happens when the marketers make one of these (sometimes)?

Concepts & Ideation

Concepts and Ideation
‣ Use the 8-square page.
‣ Sketch unique ways that the tool
might work.
‣ Produce as many as possible. Be
creative!
‣ Work independently.
‣ Be prepared to present your work
to the group when you are done.

Concepts and Ideation - Discussion
‣ What do senior executives say when we ask them to do this?
‣ What do we say in response?
‣ What are ways this would be hard for you to do at your organization?
‣ How is this culture aligned with your organization?
‣ Is there anything else you might do to introduce the concept.

Detailed Design
‣ Use the 1-square sketching page
‣ Provide more detail about what is
on the page and how it would work
‣ You can use sticky notes to
annotate the features and
functionality
‣ Work in teams
‣ At the end of the session you will
present your work to the group

Detailed Design - Discussion
‣ How many sprints are typically recommended here?
‣ How long should users take for designs?
‣ What happens when they work on teams? Is that an issue?
‣ What outcome are we looking for? (Finished designs?)

Review our work
‣ Recognize priorities, top audience needs, promising design possibilities.

Thank you. Congratulate the team!

Design Studio: Procedural Details

Duration of Meeting
‣ How long have yours been?
- Mine: 1/2 day to 3 days
- 1/2 day - well defined app
- 2 days - typical for larger group that needs to achieve alignment
- 2 days enough to allow for true design studio - detailed design and critique
- Sometimes need longer when there is detailed information about the users
available

Selecting Features
‣ Elevator Pitch
‣ Affinity Diagraming
‣ Business Priorities
‣ Prioritizing and building Personas
‣ Prioritizing and building Scenarios
‣ User Experience Mapping
‣ Brainstorm sketch concepts, revise concepts
‣ Why/When do any of this?
‣ What is missing?

Who to Invite? When to get involved?
‣ Senior Executives / Executive Sponsor
‣ UX
‣ Design
‣ Marketing
‣ Development
‣ Operations
‣ Other channels (print, in-store, phone support)
‣ SMEs
‣ Others?

Who to Invite? When to get involved?

Worksheets, Posters
Elevator Pitch
Defining Characteristics:
Name:
persona sketch sheet
Age:
Gender:
Occupation:
picture description
other
goals & needs technologies

Design Studio as UX Secret Weapon

Design Studio - Side Benefits
‣ Understand team dynamics
- See the team working together
- Understand the personalities, roadblocks, willingness to learn, try new things
‣ Allow a safe environment to explore new ideas
- Get executive permission (demand) to change
- Give permission to brain storm possibilities
- Provide rare chance for cross discipline interaction (marketing, development,
UX, design, sales)
- Align team on way forward, even if underspecified

‣ Let other team members understand UX and Users
- Challenge other teams to think like the user
- Force prioritization of audiences
- Get those team members to role play as a user, develop empathy
- Demonstrate the challenges of UX design
- Get them to prioritize
- Allow other teams to empathize with the challenges and needs of the UX
team

‣ Get feeling of accomplishment
- Create immediate decisions and deliverables
- Ensure that the team have built something together, for once
- Create a pact between UX, Execs, Developers, Marketers  
(when does that happen otherwise?)
- Build team camaraderie

Just one piece of the UX puzzle
Design studio
Partner designers / developers Support UX team

Research
Stakeholder Interviews
Field Research
Competitor Reviews
Expert Reviews
Strategy and Ideation
Strategy Workshop
Design Studio
Rapid Prototyping
Iterative Refinement
UX and Design
IA & Flow
Interaction Design
Concept Realization
Visual Design & Branding
Thank you! @brlexp | brilliantexperience.com

UXPADC UX 101 - UX Strategy

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