Find out how the UX Discovery Phase can help your business increase revenue by asking the right questions upfront. Spending time researching your customers, competitors and measuring your 'here and now' will give your business the differentiator it needs to succeed.

2. SECTION 1: WHY UX?

3. UX DISCOVERY: THE SECRET WEAPON
IMAGE PLACEHOLDER
GOOD DESIGN
MEANS GOOD BUSINESS

4. UX DISCOVERY: THE SECRET WEAPON
ACCESSIBLE
DESIRABLECREDIBLE
FINDABLE
USEFULUSEFUL
USEFUL USABLE
VALUABLE
WHY UX?: EXPLORES A PRODUCT/SERVICE
Adapted from The UX Honeycomb: Peter Morville
Product/Service must be
easy to use
Content must be
accessible to everyone
Image, identity, brand and
other design elements are
used to evoke emotion
and appreciation
Users must trust and believe
what you tell them
Your content should be
original and fulfil a need
Content needs to be
navigable and locatable
onsite and offsite

5. UX DISCOVERY: THE SECRET WEAPON
“People expect to be able to
navigate, they expect to be
able to understand. The next
frontier is in persuasion. Today,
that’s the big differentiator.”
Dr. Eric Schaffer, CEO, Hfi
Click Here
Click Here

6. UX DISCOVERY: THE SECRET WEAPON
¼Web Design
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>App Development
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hSocial Media
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YTechnical Support
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7. UX DISCOVERY: THE SECRET WEAPON
>App Development
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:Advertisement
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1Photography
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0Music Studio
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ĥSearch Engines
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GBusiness Reporting
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8. UX DISCOVERY: THE SECRET WEAPON
WHY UX?: WHAT DOES IT ACHIEVE?
CURRENT STATE
01 03
BUSINESS GOALS
05
HOW & WHY
02
GROUNDWORK
04
TOTALITY

9. SECTION 2: THE PROCESS

10. UX DISCOVERY: THE SECRET WEAPON
IDENTIFY YOUR USERS
Who are they, what are their
pain points and frustrations
BUSINESS GOALS & USER NEEDS
Are they aligned?
IDENTIFY YOUR STAKEHOLDERS
Who are they and what do they stand to gain
from taking a user-centred approach?
COMPETITOR ANALYSIS
Who are they, what are they doing
and what could they do better?
THE UX DISCOVERY PROCESS

11. UX DISCOVERY: THE SECRET WEAPON
11
FOCUS GROUPS
Ask questions, set tasks and
explore solutions
JOURNEY MAPPING
Identify green routes to make the
customer journey free of obstacles
ANALYTICS
Use data to measure, measure and
measure again
COLLATE & REPORT
Present findings
THE UX DISCOVERY PROCESS

12. UX DISCOVERY: THE SECRET WEAPON
THE PROCESS: IDENTIFY YOUR USER(S)
“The aim of user experience
is to know and understand
the customer so well the
products and service fits
him/her and sells itself.”
Peter Druker

13. UX DISCOVERY: THE SECRET WEAPON
THE PROCESS: USER PERSONAS
Available time
Financial resources
Level of creativity required
Level of personal connection required
Prestige and reputation required
49DIGITAL Gavin Forster Photography 9
Key goals
To find a quality photographer straight away
without having to spend much time looking
through websites.
Behaviors
Does not have much time to look through
websites, and so his verdict is based on first
impressions upon landing on a website.
Emotions
Frustrated when a photographer’s work looks
great, but their website is not clear on what
service is provided as standard.
Pains
Having to search through websites to find what
he is looking for.
Gains
Direct and hassle free websites that get to the
point, and show what type of service he can
expect.
Josh Coates
Occupation: Managing Director
Age: 36
Location: Durham
Years in industry: 20
“My business is there for the taking. I
want quality but they need to efficiently
show me what I will get for my money.”
Thoughts
- Characteristics +
Available time
Financial resources
Level of creativity required
Level of personal connection required
Prestige and reputation required
49DIGITAL Gavin Forster Photography 7
Key goals
Find a quality photographer that they can relate
to, and is a bit different.
Behaviors
Happy to spend time looking though lots of
different photographer’s websites in order to
find their ‘alternate’ and more creative work.
Emotions
Intimidated by high-end photographers that
look very formal, expensive and exclusive.
Pains
Seeing only the standard formal photography
work on websites, photographers that won’t
understand her different ideas and mentality.
Gains
Seeing more creative and alternate photography
that is a break from the norm.
Katie Richardson
Occupation: Project Manager
Age: 27
Location: Newcastle upon Tyne
Years in industry: 5
“I want to find a good photographer
that can offer something different and
capture the personality of our wedding”
- Characteristics +
Thoughts

14. UX DISCOVERY: THE SECRET WEAPON
WE HAVE
A DREAM
How does our pricing work?
THE PROCESS: BUSINESS GOALS AND USER NEEDS
How are our products and services positioned in the
marketplace?
What are our company’s plans for growing our market
share?
What do customers value more in our competitors’
offerings than in ours?
Big ideas means big changes
How can a Web site’s interaction design drive customers’
attention to key product lines rather than other, less important
product lines—other than Marketing’s typical solution of
plastering a huge promotional ad on the home page?
Big ideas means big changes
How can we redesign the shopping experience so our site’s
attachment rate—the number of products customers
purchase at once—increases to match or exceed our in-store
attachment rate?
Big ideas means big changes
What kinds of purchase-support features can we design
that would make finding the right products easier on our
site than it is on competitors’ sites?

15. UX DISCOVERY: THE SECRET WEAPON
THE PROCESS: FOCUS GROUPS

16. UX DISCOVERY: THE SECRET WEAPON
THE PROCESS: IDENTIFY & INTERVIEW STAKEHOLDERS

17. UX DISCOVERY: THE SECRET WEAPON
THE PROCESS: WHAT ARE THE STAKEHOLDER MOTIVATIONS?
EXECUTIVES
CUSTOMERS YOUR TEAM
SHAREHOLDERS
INTEREST
GROUPS
PROSPECTIVE
CUSTOMERS
FAMILY
STAKEHOLDERS
INCREASED REVENUE
BETTER QUALITY OF LIFE
HIGHER RETURNS
EXTENDED KNOWLEDGE
IMPROVED EXPERIENCE
IMPROVED VISIBILITY
CREATE A SHARED VISION

18. UX DISCOVERY: THE SECRET WEAPON
A B
THE PROCESS: JOURNEY MAPPING: 1

19. UX DISCOVERY: THE SECRET WEAPON
THE PROCESS: JOURNEY MAPPING: 2
A B

20. UX DISCOVERY: THE SECRET WEAPON
THE PROCESS: ANALYTICS

21. SECTION 3: THE RESULTS

22. UX DISCOVERY: THE SECRET WEAPON
THE RESULTS: DON’T MAKE ME THINK

23. UX DISCOVERY: THE SECRET WEAPON
DOWNLOADS CTAs
KEEP IT
PERSONAL
SOCIAL
PROOF
THE RESULTS: IDENTIFY MISSED OPPORTUNITIES

24. UX DISCOVERY: THE SECRET WEAPON
THE RESULTS: REVEALING HIDDEN OBSTACLES

25. UX DISCOVERY: THE SECRET WEAPON
THE RESULTS: KEEP STAKEHOLDERS COMMITTED

26. UX DISCOVERY: THE SECRET WEAPON
CUSTOMERS + PERSONAS
SOCIAL PROOF
BUDGET + STRATEGY
PROVIDING SOLUTIONS
THE RESULTS: INFORM MARKETING STRATEGY!

27. THANK YOU