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User Experience Strategy
Design
ImplementDeploy
Analyse
by Anton Saputro - @antonps
➔ Meet with key stakeholders to
align business and branding
➔ Assemble multidisciplinary team
of experts
➔ Conduct field s...
Brand Building
1. Define the brand’s vision, mission and culture.
2. Differentiate and position the brand’s unique selling...
ANALYSIS PHASE
Understanding Users
Create User Personas by answering:
1. Who are the users of the product?
2. What are the...
Users Stories & Context Diagram
Create user stories relevant to
the product experience. Include
all users, not just custom...
Competitor Analysis
Create a matrix of
competitors including:
➔ Company data
➔ Target market
➔ Available and
upcoming feat...
Create a Project Plan
Draft a timeline to serve as guideline for UX
team’s commitment and accountability.
Include all step...
➔ Brainstorm design concepts
➔ Develop screen flow and
navigation models
➔ Create low fidelity prototypes to
be validated ...
User Centered Design Philosophy
➔ Offer easy and accessible ways to collect feedback and surveys
➔ Involve customers in al...
Brainstorming Sessions
➔ Post Up
Participants write down ideas and concepts related
to the topic marked either as Fact, Op...
Low Fidelity Prototypes
Quick sketches of UI elements
required for product features.
Elements can be mixed and
matched to ...
DESIGN PHASE
Interactive Mockups
Usability testing using
interactive mockups. Share
them online to gather user
feedback an...
DESIGN PHASE
Style Guide and Documentation
Create a style guide for branding purposes and a product wiki:
a storage of inf...
➔ Work closely with delivery team
to implement design
➔ Setup and test all events,
properties, goals and funnels
➔ Optimiz...
Capturing and Measuring Data
- Pageviews
- Conversions
- Time on page
- Task attempts
- Task completions
- Time to task co...
Technical Implementation Plan
➔ Google Analytics/GTM - Adwords tracking
and e-commerce analytics
➔ Heap/Mixpanel - Mobile ...
Nielsen Heuristic Evaluations for Usability Testing
1. Visibility of system status
2. Match between system and the real wo...
Optimizing Technical Performance
➔ Measure using tools such as Google PageSpeed Insights
➔ Optimize server load time and p...
➔ Monitor all tracking events,
goals, and conversions
➔ Conduct field studies on all
aspects of user experience
journey
➔ ...
Monitoring the User Experience Journey
1. Brand Awareness
2. Marketing Campaigns
3. Localized Content
4. User Interface De...
UX Key Performance Indicators
➔ Task success rate = Number of completed tasks / Total number of
attempts
➔ Error rate = Nu...
Weekly UX Reports
➔ Google Analytics custom
dashboards - Audience,
Acquisitions, Behaviour, and
Conversions report
➔ Key P...
User Experience Ongoing Process
➔ Learn from new data and grow
➔ Adapt to market and business changes
➔ Keep up with the l...
Sources:
➔ http://www.mprove.de/script/00/upa/_media/upaposter_85x11.p
➔ https://blog.prototypr.io/10-usability-heuristics...
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User Experience Strategy

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User Experience Strategy

  1. 1. User Experience Strategy Design ImplementDeploy Analyse by Anton Saputro - @antonps
  2. 2. ➔ Meet with key stakeholders to align business and branding ➔ Assemble multidisciplinary team of experts ➔ Conduct field studies ➔ Create user personas ➔ Define user stories ➔ Look at competitive products ➔ Draft project plan by balancing resources and business goals ➔ Document user scenarios and performance requirements Analyse Business and Market Understanding
  3. 3. Brand Building 1. Define the brand’s vision, mission and culture. 2. Differentiate and position the brand’s unique selling proposition. 3. Build and expose the brand using effective marketing strategies. 4. Personalise the brand with a voice and character appealing to users. 5. Review your brand to keep it relevant to the market situation. ANALYSIS PHASE
  4. 4. ANALYSIS PHASE Understanding Users Create User Personas by answering: 1. Who are the users of the product? 2. What are the users' tasks and goals? 3. What are the users' experience with the product and competitors? 4. What function and information do the users need from the product? 5. What are their expectations? Create multiple personas and weigh them by alignment with business plan to set importance of feature delivery
  5. 5. Users Stories & Context Diagram Create user stories relevant to the product experience. Include all users, not just customers in a context diagram of system interaction. The template for a user story is As a WHO I want WHAT so that WHY ANALYSIS PHASE
  6. 6. Competitor Analysis Create a matrix of competitors including: ➔ Company data ➔ Target market ➔ Available and upcoming features ➔ Unique selling propositions ➔ Threat and opportunity factors ANALYSIS PHASE
  7. 7. Create a Project Plan Draft a timeline to serve as guideline for UX team’s commitment and accountability. Include all steps including activities such as: ➔ Brainstorming Sessions ➔ All Hands Meetings ➔ Focus Group Interviews ➔ Field Study ➔ Feature Planning ➔ Reporting Schedule ANALYSIS PHASE
  8. 8. ➔ Brainstorm design concepts ➔ Develop screen flow and navigation models ➔ Create low fidelity prototypes to be validated quickly ➔ Repeat usability testing with high fidelity prototypes ➔ Document standards and guidelines of operations ➔ Create design specification and style guide for branding Design Prototyping and Usability Testing
  9. 9. User Centered Design Philosophy ➔ Offer easy and accessible ways to collect feedback and surveys ➔ Involve customers in all steps of design process ➔ Validate new ideas as early as possible ➔ Engage with users for insights and pain points related to product ➔ Make decisions based on data, not based on assumptions or opinion ➔ Motivate employees to own the product and become advocates DESIGN PHASE
  10. 10. Brainstorming Sessions ➔ Post Up Participants write down ideas and concepts related to the topic marked either as Fact, Opinion, or Guess, and then present to discuss. ➔ Card Sorting Gain insight for category and navigation items. Write down individual items and have participants arrange them in logical groupings. ➔ Feature Ranking List down ideas and have each participant assign a score of 1-10 to each idea and add up the numbers. DESIGN PHASE
  11. 11. Low Fidelity Prototypes Quick sketches of UI elements required for product features. Elements can be mixed and matched to create layouts of possible screens. Achieved using tools such as: ➔ Pen & paper ➔ Balsamiq DESIGN PHASE
  12. 12. DESIGN PHASE Interactive Mockups Usability testing using interactive mockups. Share them online to gather user feedback and comments. Achieved using tools such as: ➔ Adobe Experience Designer ➔ Sketch + Marvel ➔ UX Pin
  13. 13. DESIGN PHASE Style Guide and Documentation Create a style guide for branding purposes and a product wiki: a storage of information for the whole company ➔ Jira Confluence ➔ Basecamp ➔ Internal Wiki
  14. 14. ➔ Work closely with delivery team to implement design ➔ Setup and test all events, properties, goals and funnels ➔ Optimize technical performance ➔ Do ongoing heuristic evaluations Implement Tracking Data in Staging Environment
  15. 15. Capturing and Measuring Data - Pageviews - Conversions - Time on page - Task attempts - Task completions - Time to task completion - Error occurrence - Element visibility - Media queries - Social sharing - Visit Frequency - Dates and Times of Visits - Purchase quantity - Purchase amount - Purchase frequency - Search keywords - Viewed products - Viewed categories - Viewed brands And many more... IMPLEMENTATION PHASE
  16. 16. Technical Implementation Plan ➔ Google Analytics/GTM - Adwords tracking and e-commerce analytics ➔ Heap/Mixpanel - Mobile analytics ➔ UsabilityTools/Full Story - User recording and heatmaps ➔ Sentry/Logs.io - Error reporting ➔ Leanplum/Experiments - A/B Testing ➔ Mailchimp - Email newsletters marketing IMPLEMENTATION PHASE Track pages and events using Segment and distribute to:
  17. 17. Nielsen Heuristic Evaluations for Usability Testing 1. Visibility of system status 2. Match between system and the real world 3. User control and freedom 4. Consistency and standards 5. Error prevention 6. Recognition rather than recall 7. Flexibility and efficiency of use 8. Aesthetic and minimalist design 9. Help users recognize, diagnose, and recover from errors 10. Provide help and documentation IMPLEMENTATION PHASE
  18. 18. Optimizing Technical Performance ➔ Measure using tools such as Google PageSpeed Insights ➔ Optimize server load time and page rendering time ➔ Compress image assets and serve through CDN ➔ Cache queries for product listings and search ➔ Minify files and set cache control headers IMPLEMENTATION PHASE
  19. 19. ➔ Monitor all tracking events, goals, and conversions ➔ Conduct field studies on all aspects of user experience journey ➔ Weekly reporting of Key Performance Indicators ➔ Get qualitative data from user surveys and engagement ➔ Ongoing process involving all previous phases to improve UX Deploy Monitor Conversions and Feedback
  20. 20. Monitoring the User Experience Journey 1. Brand Awareness 2. Marketing Campaigns 3. Localized Content 4. User Interface Design 5. Technology Performance 6. Customer Service 7. Offline Fulfillment 8. Social Sharing 9. Remarketing/Retention 10. Brand Loyalty DEPLOYMENT PHASE
  21. 21. UX Key Performance Indicators ➔ Task success rate = Number of completed tasks / Total number of attempts ➔ Error rate = Number of errors / Total number of attempts ➔ Error occurrence = Number of errors / Number of error opportunities ➔ User return rate = Number of user who revisit / Total number of users ➔ Retention rate = Current customers - Customers acquired / Starting customers ➔ Customer service complaint rate = tickets this week / tickets last week ➔ Social media indicator = negative/positive mentions / all mentions DEPLOYMENT PHASE
  22. 22. Weekly UX Reports ➔ Google Analytics custom dashboards - Audience, Acquisitions, Behaviour, and Conversions report ➔ Key Performance Indicator reports Quantitative data calculations ➔ User satisfaction index (qualitative analysis) - From customer service tickets, app reviews, social media comments, etc. DEPLOYMENT PHASE
  23. 23. User Experience Ongoing Process ➔ Learn from new data and grow ➔ Adapt to market and business changes ➔ Keep up with the latest technology to improve UX ➔ Constantly challenge product with critical thinking DEPLOYMENT PHASE Design ImplementDeploy Analyse
  24. 24. Sources: ➔ http://www.mprove.de/script/00/upa/_media/upaposter_85x11.p ➔ https://blog.prototypr.io/10-usability-heuristics-with-examples-4a81ada920c ➔ http://www.slideshare.net/folletto/design-with-personas-a-lean-approach ➔ http://blog.abovethefolddesign.com/2010/11/11/5-powerful-ways-to-brainstorming THANKS FOR READING User Experience Strategy antonps.com - @antonps

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