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UX Discovery: Your Secret Weapon To Business Success

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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.

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UX Discovery: Your Secret Weapon To Business Success

  1. 1. SECTION 1: WHY UX?
  2. 2. UX DISCOVERY: THE SECRET WEAPON IMAGE PLACEHOLDER GOOD DESIGN MEANS GOOD BUSINESS
  3. 3. 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
  4. 4. 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
  5. 5. UX DISCOVERY: THE SECRET WEAPON ¼Web Design Lorem ipsum dolor sit amet, colst. >App Development Lorem ipsum dolor sit amet, colst. hSocial Media Lorem ipsum dolor sit amet, colst. YTechnical Support Lorem ipsum dolor sit amet, colst.
  6. 6. UX DISCOVERY: THE SECRET WEAPON >App Development Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed. :Advertisement Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed. 1Photography Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed. 0Music Studio Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed. ĥSearch Engines Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed. GBusiness Reporting Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed.
  7. 7. UX DISCOVERY: THE SECRET WEAPON WHY UX?: WHAT DOES IT ACHIEVE? CURRENT STATE 01 03 BUSINESS GOALS 05 HOW & WHY 02 GROUNDWORK 04 TOTALITY
  8. 8. SECTION 2: THE PROCESS
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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?
  14. 14. UX DISCOVERY: THE SECRET WEAPON THE PROCESS: FOCUS GROUPS
  15. 15. UX DISCOVERY: THE SECRET WEAPON THE PROCESS: IDENTIFY & INTERVIEW STAKEHOLDERS
  16. 16. 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
  17. 17. UX DISCOVERY: THE SECRET WEAPON A B THE PROCESS: JOURNEY MAPPING: 1
  18. 18. UX DISCOVERY: THE SECRET WEAPON THE PROCESS: JOURNEY MAPPING: 2 A B
  19. 19. UX DISCOVERY: THE SECRET WEAPON THE PROCESS: ANALYTICS
  20. 20. SECTION 3: THE RESULTS
  21. 21. UX DISCOVERY: THE SECRET WEAPON THE RESULTS: DON’T MAKE ME THINK
  22. 22. UX DISCOVERY: THE SECRET WEAPON DOWNLOADS CTAs KEEP IT PERSONAL SOCIAL PROOF THE RESULTS: IDENTIFY MISSED OPPORTUNITIES
  23. 23. UX DISCOVERY: THE SECRET WEAPON THE RESULTS: REVEALING HIDDEN OBSTACLES
  24. 24. UX DISCOVERY: THE SECRET WEAPON THE RESULTS: KEEP STAKEHOLDERS COMMITTED
  25. 25. UX DISCOVERY: THE SECRET WEAPON CUSTOMERS + PERSONAS SOCIAL PROOF BUDGET + STRATEGY PROVIDING SOLUTIONS THE RESULTS: INFORM MARKETING STRATEGY!
  26. 26. THANK YOU

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