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Back to deliverables

The document discusses the importance of effective deliverables in the design process, highlighting the need for a 'bias for making' to avoid excessive planning that can hinder progress. It emphasizes the need for user-centric design elements such as convenience, variety, and transparency in online food ordering, while also addressing potential user questions and concerns. Key design recommendations include simplifying the order process, enhancing customer trust, and providing comprehensive content to support user decisions.

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Getting back into the (right) deliverables business @RianVDM
Source: Renaissance Wireframe
Source: DANCAD3D To view the model from any desired point To produce standard and auxiliary views To create perspective views more easily To analyze distances within the structure To check tolerances and interference To decrease the number of prototypes required To edit the model
Source: DANCAD3D In other words, to reduce rework and speed up delivery
Wireframes PersonasComps Customer journeys Debriefs
How deliverables can be evil
It’s time spent notmaking
But there’s a problem with this approach
Designis path-dependent
How do you know where to start? And what about that thing we all want to believe doesn’t exist?
politics
How do you know where to start? And what about that thing we all want to believe doesn’t exist?
“A bias for making doesn’t mean the team never plans. On the contrary, plans happen fluidly throughout the entire design process. The difference is they are evolving as the team learns from the process of making.” — Jared Spool bias for making
“Agile/lean has helped people debunk the ‘big upfront design’ phase, but far too many replace it with nothing.” — Giff Constable
What might deliverables be good for?
Keep workflow running smoothly Better baseline for design (Content first & focused on product/market fit) Organizational memory
So what do the right deliverables look like?
“If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.” — Albert Einstein
Expanded USPs What makes us different? Journey How do personas interact? Questions What questions will they have? Takeaways What does it mean for design? Content plan What goes on each page? customer journey map
PurchaseDiscover Choose Re-engage Journey model Takeaways and key principles Unique selling points Convenience No need to go anywhere Easy online ordering Variety Order from multiple restaurants Get peripheral items Trust Accurate and transparent pricing Continuous order updates Versatile Food for any occasion Not just fast food Journey stages Home Cart Contact details and Payment Confirmation Add to cart Account (incl tracking) Post-sales Search Organic Brand awareness Name search Food search Restaurant search "Delivery" search Word of mouth Online ads SEM Display Retargeting Social media Newsletters Other Brochures Confirm address & branch Orders Explain the value of using Mr. D — Convenience — Variety — Transparency Address entry needs to be really easy and accurate Log in Newsletters Loyalty program Restaurant ratings Social media Build trust — Up-to-date prices — Transparent fees — Accurate stock levels Help customers figure out what they want to eat as quickly as possible Cart with running order should always be visible Provide restaurant reviews — Use Foursquare API? Allow filtering results by metadata: — Price — Type — Ingredients — Dietary preference Provide recommendations: — Similar food — Similar restaurants — "See more of this" — What others with similar tastes have ordered Design a photo and no-photo view Choose between delivery and pick-up at this point Request as little information as possible at this point — focus on completing the purchase Ask for order progress notification preference: — SMS — Email — None (only on the site) On the confirmation page: — Prompt new users to create a password for easy registration — Show what happens next — Easy access to order progress — Encourage to connect on social media — Build awareness for favourites/recurring orders While an order is in progress, the Account area should focus on order updates Provide access to order history, including the ability to cancel the order online (up to a point) Prompt users to create a recurring order from any past orders Surface favourites for easy re-ordering Create multiple profiles (branches/addresses) Pick-up Cheaper and faster All online, no need to phone Questions Follow up with good content: — Restaurant/food recommendations — Restaurant reviews — Prompt new users to register Browse area (Restaurants + food) Expanded food item view Expanded food item view Enter delivery address Enter search term Browse area New user Existing user Registration Prompt to create an account Reviews Order summary Delivery / Pick-up? Delivery Pick-up Cart with running order should always be visible This is a good place to upsell to peripheral items like milk and cigarettes. Don't force registration upfront — provide easy guest checkout Order update notification preference Favourites Recurring orders History What should I eat? Which restaurants deliver food in my area? What kind of food can I get here? Are there any deals/specials at the moment? How do I know I will get the food? Do they deliver to my door? What are the costs (delivery, processing, etc.)? How long will it take to get here? Can I order from multiple restaurants? Can I pay online? Why should I order from this place? Is it worth it? Is this a good restaurant? What other restaurants serve this kind of food? If I like this, what other food should I try? What is the food going to look like? What ingredients does this food have? Can I remove/swap out ingredients? Can I add extra toppings? Nutritional information? How much does it cost? What is the total cost? Do I have to create an account to order? Can I add some café items to my order? What is the total cost? How much do I save if I pick it up? How long will it take to get here? How can I stay up to date on the progress? What happens now? What do I do if there are problems? Can I cancel or make any last-minute changes? Can I save this as a favourite order? Can I set this up as a recurring order? How do I cancel an order? How do I create favourite orders? How do I create a recurring order? What are they going to do with my information? Expanded view — Quantity — Size — Photo — Toppings — Choices (hot/medium, chips/salad, etc) Assign default branch Content plan Home Search results Browse area Restaurant page Review module Food item module Message — Convenience (copy) — Variety (image) — Transparency (copy = stats, and process) Functions — address field (mandatory) — search field (optional) Current promotions Default display = food item results (grouped by restaurant) — filter by price — filter by ingredients — filter by food type View restaurants — filter by pickup / delivery — filter by food type View food types Indicators — PIck-up / delivery — Marked-up / Not — specials — featured (revenue stream for MrD) — list of restaurants (with icons indicating pickup and/or delivery) — link to nearby areas List Item — item name — image (optional) — base price — ingredients —“read more” button to activate full view Full view — item name — image (optional) — base price — ingredients — add-ons with individual prices — quantity field — nutritional info (optional) — total price — add to cart button — blurb (include relevant info on food prep.) — address — operating hours — indicate pickup and/or delivery — images — menu sections, with food modules. All sections on one page Summary — average rating — sample reviews (best and worst) Review listings — default display: reverse chronological order — filter by rating — individual reviews (as per fields in submission form below) Review submission form — Title/subject — Blurb — Rating — Name (optional) = prepopulated when logged in Pull in data from Foursquare API? Cart Reco's module Summary Payment Confirmation Registration confirmation Quick registration Account Addresses Orders History Favourites Recurring Manage recurring order Past communication Past reviews — items default to list view, but can expand (food module item) — change quantities — remove item — suggestions to add drinks, corner cafe items — choose pickup or deliver — choose delivery date/ time if not immediate — confirm address — phone number and email address — CC — COD — voucher — Select how to track order — confirm payment received (if CC) — confirm order has gone through — display summary of order — instructions on how to cancel (and time frame) — instructions how to track order — persuasive copy: register (you can add to favourites, create recurring order, and keep a record of your orders) — email address: should be pre-populated — field: password, and confirm password — copy notifying user of confirmation email — summary of addresses/profiles and orders — current order info, if order in progress — view / edit — create new — individual profile - title - address - phone number — Order status (if in progress) — default listed by date — sort/filter by restaurant — sort/filter by address profile — create favourite order — create recurring order — reorder (add to cart) — edit — reorder (add to cart) — individual food items Create — frequency — duration Edit existing — edit — reorder (add to cart) — list of orders — create recurring order — list of all reviews — default by date (reverse chronology) — filter by restaurant — filter by rating — list of all communication through the site (online form) — reverse chronological order USPs Journey Questions Takeaways and key principles Content plan
PurchaseDiscover Choose Re-engage Journey model Takeaways and key principles Unique selling points Convenience No need to go anywhere Easy online ordering Variety Order from multiple restaurants Get peripheral items Trust Accurate and transparent pricing Continuous order updates Versatile Food for any occasion Not just fast food Journey stages Home Cart Contact details and Payment Confirmation Add to cart Account (incl tracking) Post-sales Search Organic Brand awareness Name search Food search Restaurant search "Delivery" search Word of mouth Online ads SEM Display Retargeting Social media Newsletters Other Brochures Confirm address & branch Orders Explain the value of using Mr. D — Convenience — Variety — Transparency Address entry needs to be really easy and accurate Log in Newsletters Loyalty program Restaurant ratings Social media Build trust — Up-to-date prices — Transparent fees — Accurate stock levels Help customers figure out what they want to eat as quickly as possible Cart with running order should always be visible Provide restaurant reviews — Use Foursquare API? Allow filtering results by metadata: — Price — Type — Ingredients — Dietary preference Provide recommendations: — Similar food — Similar restaurants — "See more of this" — What others with similar tastes have ordered Design a photo and no-photo view Choose between delivery and pick-up at this point Request as little information as possible at this point — focus on completing the purchase Ask for order progress notification preference: — SMS — Email — None (only on the site) On the confirmation page: — Prompt new users to create a password for easy registration — Show what happens next — Easy access to order progress — Encourage to connect on social media — Build awareness for favourites/recurring orders While an order is in progress, the Account area should focus on order updates Provide access to order history, including the ability to cancel the order online (up to a point) Prompt users to create a recurring order from any past orders Surface favourites for easy re-ordering Create multiple profiles (branches/addresses) Pick-up Cheaper and faster All online, no need to phone Questions Follow up with good content: — Restaurant/food recommendations — Restaurant reviews — Prompt new users to register Browse area (Restaurants + food) Expanded food item view Expanded food item view Enter delivery address Enter search term Browse area New user Existing user Registration Prompt to create an account Reviews Order summary Delivery / Pick-up? Delivery Pick-up Cart with running order should always be visible This is a good place to upsell to peripheral items like milk and cigarettes. Don't force registration upfront — provide easy guest checkout Order update notification preference Favourites Recurring orders History What should I eat? Which restaurants deliver food in my area? What kind of food can I get here? Are there any deals/specials at the moment? How do I know I will get the food? Do they deliver to my door? What are the costs (delivery, processing, etc.)? How long will it take to get here? Can I order from multiple restaurants? Can I pay online? Why should I order from this place? Is it worth it? Is this a good restaurant? What other restaurants serve this kind of food? If I like this, what other food should I try? What is the food going to look like? What ingredients does this food have? Can I remove/swap out ingredients? Can I add extra toppings? Nutritional information? How much does it cost? What is the total cost? Do I have to create an account to order? Can I add some café items to my order? What is the total cost? How much do I save if I pick it up? How long will it take to get here? How can I stay up to date on the progress? What happens now? What do I do if there are problems? Can I cancel or make any last-minute changes? Can I save this as a favourite order? Can I set this up as a recurring order? How do I cancel an order? How do I create favourite orders? How do I create a recurring order? What are they going to do with my information? Expanded view — Quantity — Size — Photo — Toppings — Choices (hot/medium, chips/salad, etc) Assign default branch Content plan Home Search results Browse area Restaurant page Review module Food item module Message — Convenience (copy) — Variety (image) — Transparency (copy = stats, and process) Functions — address field (mandatory) — search field (optional) Current promotions Default display = food item results (grouped by restaurant) — filter by price — filter by ingredients — filter by food type View restaurants — filter by pickup / delivery — filter by food type View food types Indicators — PIck-up / delivery — Marked-up / Not — specials — featured (revenue stream for MrD) — list of restaurants (with icons indicating pickup and/or delivery) — link to nearby areas List Item — item name — image (optional) — base price — ingredients —“read more” button to activate full view Full view — item name — image (optional) — base price — ingredients — add-ons with individual prices — quantity field — nutritional info (optional) — total price — add to cart button — blurb (include relevant info on food prep.) — address — operating hours — indicate pickup and/or delivery — images — menu sections, with food modules. All sections on one page Summary — average rating — sample reviews (best and worst) Review listings — default display: reverse chronological order — filter by rating — individual reviews (as per fields in submission form below) Review submission form — Title/subject — Blurb — Rating — Name (optional) = prepopulated when logged in Pull in data from Foursquare API? Cart Reco's module Summary Payment Confirmation Registration confirmation Quick registration Account Addresses Orders History Favourites Recurring Manage recurring order Past communication Past reviews — items default to list view, but can expand (food module item) — change quantities — remove item — suggestions to add drinks, corner cafe items — choose pickup or deliver — choose delivery date/ time if not immediate — confirm address — phone number and email address — CC — COD — voucher — Select how to track order — confirm payment received (if CC) — confirm order has gone through — display summary of order — instructions on how to cancel (and time frame) — instructions how to track order — persuasive copy: register (you can add to favourites, create recurring order, and keep a record of your orders) — email address: should be pre-populated — field: password, and confirm password — copy notifying user of confirmation email — summary of addresses/profiles and orders — current order info, if order in progress — view / edit — create new — individual profile - title - address - phone number — Order status (if in progress) — default listed by date — sort/filter by restaurant — sort/filter by address profile — create favourite order — create recurring order — reorder (add to cart) — edit — reorder (add to cart) — individual food items Create — frequency — duration Edit existing — edit — reorder (add to cart) — list of orders — create recurring order — list of all reviews — default by date (reverse chronology) — filter by restaurant — filter by rating — list of all communication through the site (online form) — reverse chronological order
Discover Choose Journey model Unique selling points Convenience No need to go anywhere Easy online ordering Variety Order from multiple restaurants Get peripheral items Trust Accurate and transparent pricing Continuous order updates Versatile Food for any oc Not just fast Journey stages Home Search Organic Brand awareness Name search Food search Restaurant search "Delivery" search Word of mouth Online ads SEM Display Retargeting Social media Newsletters Other Brochures Browse area (Restaurants + food) Expanded food Expanded food ite Enter delivery address Enter search term Browse area Reviews Assign default branch
Discover Choose Journey model Unique selling points Convenience No need to go anywhere Easy online ordering Variety Order from multiple restaurants Get peripheral items Trust Accurate and transparent pricing Continuous order updates Versatile Food for any oc Not just fast Journey stages Home Search Organic Brand awareness Name search Food search Restaurant search "Delivery" search Word of mouth Online ads SEM Display Retargeting Social media Newsletters Other Brochures Browse area (Restaurants + food) Expanded food Expanded food ite Enter delivery address Enter search term Browse area Reviews Assign default branch
Takeaways and key principles Home Display Retargeting Social media Newsletters Other Brochures Explain the value of using Mr. D — Convenience — Variety — Transparency Address entry needs to be really easy and accurate Build trust — Up-to-date prices — Transparent fees — Accurate stock levels Help customers figure out what they want to eat as quickly as possible Cart with running order should always be visible Provide restaurant reviews — Use Foursquare API? Allow filtering results by metadata: — Price — Type — Ingredients — Dietary preference Provide recommendations: — Similar food Questions Browse area (Restaurants + food) Expanded food ite Enter delivery address Browse area Reviews What should I eat? Which restaurants deliver food in my area? What kind of food can I get here? Are there any deals/specials at the moment? How do I know I will get the food? Do they deliver to my door? What are the costs (delivery, processing, etc.)? How long will it take to get here? Can I order from multiple restaurants? Can I pay online? Why should I order from this place? Is it worth it? Is this a good restaurant? What other restaurants serve this kind of food? If I like this, what other food should I try? What is the food goin What ingredients do Can I remove/swap o Can I add extra topp Nutritional informati How much does it co Assign default branch
diagram Content slice Content topic Taken from journey map Content hierarchy Decide what’s important Optional content Decide what can be left out Consistency What is similar across pages Calls to action Keep focus on end goal
Header Search Link to previous page Page type (e.g. "Accommodation") Icon and Title Point form summary Gallery Subhead Information chunk 1 Expert review Call to action List of Journeys Location map Information chunk 2 Call to action Accommodation Header Search Link to previous page Page type (e.g. "Accommodation") Icon and Title Point form summary Gallery Subhead Information chunk 1 List of Journeys Call to action Information chunk 2 Information chunk 3 Call to action Things to do Header Search Link to previous page Page type (e.g. "Accommodation") Icon and Title Gallery Subhead Information chunk 1 List of Journeys Call to action Information chunk 2 Information chunk 3 Call to action Experience Header Search Link to previous page Page type (e.g. "Accommodation") Icon and Title Gallery Subhead Information chunk 1 List of Journeys Call to action Location map Information chunk 2 Information chunk 3 Call to action Country Header Search Link to previous page Page type (e.g. "Accommodation") Icon and Title Gallery Subhead Information chunk 1 List of Journeys Call to action Location map Information chunk 2 Insider information Call to action Location (destination) Header Search Link to previous page Page type (e.g. "Accommodation") Icon and Title Gallery Subhead Information chunk 1 List of Journeys Call to action Location map Information chunk 2 Call to action Location (pass) Insider informationInsider informationInsider information Traveler feedback Traveler feedback Traveler feedback Traveler feedback Traveler feedback Traveler feedback Optional modules
But does it work?
3 projects completed (so far) Faster design cycle Fewer usability issues Better arguments Longer initial lead time Can be abused Good Evil Easy to get distracted 100% device agnostic
Where do we go from here?
Deliverables should Anchor teams in a united product vision Speed up (the right) making Provide early validation
ask yourself So Do we all agree on what we’re making, and who we’re making it for? Do we have what we need to avoid unnecessary rework? Are our initial assumptions based on user data?
Start here
Bad deliverables are bad Deliverables aren’t bad
Thanks! @RianVDM
Attribution Icons from The Noun Project: ! • Robot by Simon Child • Evil by Jim Lears • Saint by Jim Lears • Speedometer by Prerak Patel • Rocket by Benni • Thumbs Up by Chris Brunskill • Argument by Michael Thompson • Collaboration by Krisada • Map by Mickey Godfrey !

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Back to deliverables

  • 1.
    Getting back into the(right) deliverables business @RianVDM
  • 2.
  • 3.
    Source: DANCAD3D To viewthe model from any desired point To produce standard and auxiliary views To create perspective views more easily To analyze distances within the structure To check tolerances and interference To decrease the number of prototypes required To edit the model
  • 4.
    Source: DANCAD3D In otherwords, to reduce rework and speed up delivery
  • 6.
  • 8.
  • 9.
  • 10.
  • 11.
  • 15.
    How do youknow where to start? And what about that thing we all want to believe doesn’t exist?
  • 16.
  • 17.
    How do youknow where to start? And what about that thing we all want to believe doesn’t exist?
  • 19.
    “A bias formaking doesn’t mean the team never plans. On the contrary, plans happen fluidly throughout the entire design process. The difference is they are evolving as the team learns from the process of making.” — Jared Spool bias for making
  • 20.
    “Agile/lean has helpedpeople debunk the ‘big upfront design’ phase, but far too many replace it with nothing.” — Giff Constable
  • 21.
  • 22.
    Keep workflow runningsmoothly Better baseline for design (Content first & focused on product/market fit) Organizational memory
  • 23.
    So what do the rightdeliverables look like?
  • 24.
    “If I hadan hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.” — Albert Einstein
  • 25.
    Expanded USPs What makesus different? Journey How do personas interact? Questions What questions will they have? Takeaways What does it mean for design? Content plan What goes on each page? customer journey map
  • 26.
    PurchaseDiscover Choose Re-engage Journey model Takeaways andkey principles Unique selling points Convenience No need to go anywhere Easy online ordering Variety Order from multiple restaurants Get peripheral items Trust Accurate and transparent pricing Continuous order updates Versatile Food for any occasion Not just fast food Journey stages Home Cart Contact details and Payment Confirmation Add to cart Account (incl tracking) Post-sales Search Organic Brand awareness Name search Food search Restaurant search "Delivery" search Word of mouth Online ads SEM Display Retargeting Social media Newsletters Other Brochures Confirm address & branch Orders Explain the value of using Mr. D — Convenience — Variety — Transparency Address entry needs to be really easy and accurate Log in Newsletters Loyalty program Restaurant ratings Social media Build trust — Up-to-date prices — Transparent fees — Accurate stock levels Help customers figure out what they want to eat as quickly as possible Cart with running order should always be visible Provide restaurant reviews — Use Foursquare API? Allow filtering results by metadata: — Price — Type — Ingredients — Dietary preference Provide recommendations: — Similar food — Similar restaurants — "See more of this" — What others with similar tastes have ordered Design a photo and no-photo view Choose between delivery and pick-up at this point Request as little information as possible at this point — focus on completing the purchase Ask for order progress notification preference: — SMS — Email — None (only on the site) On the confirmation page: — Prompt new users to create a password for easy registration — Show what happens next — Easy access to order progress — Encourage to connect on social media — Build awareness for favourites/recurring orders While an order is in progress, the Account area should focus on order updates Provide access to order history, including the ability to cancel the order online (up to a point) Prompt users to create a recurring order from any past orders Surface favourites for easy re-ordering Create multiple profiles (branches/addresses) Pick-up Cheaper and faster All online, no need to phone Questions Follow up with good content: — Restaurant/food recommendations — Restaurant reviews — Prompt new users to register Browse area (Restaurants + food) Expanded food item view Expanded food item view Enter delivery address Enter search term Browse area New user Existing user Registration Prompt to create an account Reviews Order summary Delivery / Pick-up? Delivery Pick-up Cart with running order should always be visible This is a good place to upsell to peripheral items like milk and cigarettes. Don't force registration upfront — provide easy guest checkout Order update notification preference Favourites Recurring orders History What should I eat? Which restaurants deliver food in my area? What kind of food can I get here? Are there any deals/specials at the moment? How do I know I will get the food? Do they deliver to my door? What are the costs (delivery, processing, etc.)? How long will it take to get here? Can I order from multiple restaurants? Can I pay online? Why should I order from this place? Is it worth it? Is this a good restaurant? What other restaurants serve this kind of food? If I like this, what other food should I try? What is the food going to look like? What ingredients does this food have? Can I remove/swap out ingredients? Can I add extra toppings? Nutritional information? How much does it cost? What is the total cost? Do I have to create an account to order? Can I add some café items to my order? What is the total cost? How much do I save if I pick it up? How long will it take to get here? How can I stay up to date on the progress? What happens now? What do I do if there are problems? Can I cancel or make any last-minute changes? Can I save this as a favourite order? Can I set this up as a recurring order? How do I cancel an order? How do I create favourite orders? How do I create a recurring order? What are they going to do with my information? Expanded view — Quantity — Size — Photo — Toppings — Choices (hot/medium, chips/salad, etc) Assign default branch Content plan Home Search results Browse area Restaurant page Review module Food item module Message — Convenience (copy) — Variety (image) — Transparency (copy = stats, and process) Functions — address field (mandatory) — search field (optional) Current promotions Default display = food item results (grouped by restaurant) — filter by price — filter by ingredients — filter by food type View restaurants — filter by pickup / delivery — filter by food type View food types Indicators — PIck-up / delivery — Marked-up / Not — specials — featured (revenue stream for MrD) — list of restaurants (with icons indicating pickup and/or delivery) — link to nearby areas List Item — item name — image (optional) — base price — ingredients —“read more” button to activate full view Full view — item name — image (optional) — base price — ingredients — add-ons with individual prices — quantity field — nutritional info (optional) — total price — add to cart button — blurb (include relevant info on food prep.) — address — operating hours — indicate pickup and/or delivery — images — menu sections, with food modules. All sections on one page Summary — average rating — sample reviews (best and worst) Review listings — default display: reverse chronological order — filter by rating — individual reviews (as per fields in submission form below) Review submission form — Title/subject — Blurb — Rating — Name (optional) = prepopulated when logged in Pull in data from Foursquare API? Cart Reco's module Summary Payment Confirmation Registration confirmation Quick registration Account Addresses Orders History Favourites Recurring Manage recurring order Past communication Past reviews — items default to list view, but can expand (food module item) — change quantities — remove item — suggestions to add drinks, corner cafe items — choose pickup or deliver — choose delivery date/ time if not immediate — confirm address — phone number and email address — CC — COD — voucher — Select how to track order — confirm payment received (if CC) — confirm order has gone through — display summary of order — instructions on how to cancel (and time frame) — instructions how to track order — persuasive copy: register (you can add to favourites, create recurring order, and keep a record of your orders) — email address: should be pre-populated — field: password, and confirm password — copy notifying user of confirmation email — summary of addresses/profiles and orders — current order info, if order in progress — view / edit — create new — individual profile - title - address - phone number — Order status (if in progress) — default listed by date — sort/filter by restaurant — sort/filter by address profile — create favourite order — create recurring order — reorder (add to cart) — edit — reorder (add to cart) — individual food items Create — frequency — duration Edit existing — edit — reorder (add to cart) — list of orders — create recurring order — list of all reviews — default by date (reverse chronology) — filter by restaurant — filter by rating — list of all communication through the site (online form) — reverse chronological order USPs Journey Questions Takeaways and key principles Content plan
  • 27.
    PurchaseDiscover Choose Re-engage Journey model Takeaways andkey principles Unique selling points Convenience No need to go anywhere Easy online ordering Variety Order from multiple restaurants Get peripheral items Trust Accurate and transparent pricing Continuous order updates Versatile Food for any occasion Not just fast food Journey stages Home Cart Contact details and Payment Confirmation Add to cart Account (incl tracking) Post-sales Search Organic Brand awareness Name search Food search Restaurant search "Delivery" search Word of mouth Online ads SEM Display Retargeting Social media Newsletters Other Brochures Confirm address & branch Orders Explain the value of using Mr. D — Convenience — Variety — Transparency Address entry needs to be really easy and accurate Log in Newsletters Loyalty program Restaurant ratings Social media Build trust — Up-to-date prices — Transparent fees — Accurate stock levels Help customers figure out what they want to eat as quickly as possible Cart with running order should always be visible Provide restaurant reviews — Use Foursquare API? Allow filtering results by metadata: — Price — Type — Ingredients — Dietary preference Provide recommendations: — Similar food — Similar restaurants — "See more of this" — What others with similar tastes have ordered Design a photo and no-photo view Choose between delivery and pick-up at this point Request as little information as possible at this point — focus on completing the purchase Ask for order progress notification preference: — SMS — Email — None (only on the site) On the confirmation page: — Prompt new users to create a password for easy registration — Show what happens next — Easy access to order progress — Encourage to connect on social media — Build awareness for favourites/recurring orders While an order is in progress, the Account area should focus on order updates Provide access to order history, including the ability to cancel the order online (up to a point) Prompt users to create a recurring order from any past orders Surface favourites for easy re-ordering Create multiple profiles (branches/addresses) Pick-up Cheaper and faster All online, no need to phone Questions Follow up with good content: — Restaurant/food recommendations — Restaurant reviews — Prompt new users to register Browse area (Restaurants + food) Expanded food item view Expanded food item view Enter delivery address Enter search term Browse area New user Existing user Registration Prompt to create an account Reviews Order summary Delivery / Pick-up? Delivery Pick-up Cart with running order should always be visible This is a good place to upsell to peripheral items like milk and cigarettes. Don't force registration upfront — provide easy guest checkout Order update notification preference Favourites Recurring orders History What should I eat? Which restaurants deliver food in my area? What kind of food can I get here? Are there any deals/specials at the moment? How do I know I will get the food? Do they deliver to my door? What are the costs (delivery, processing, etc.)? How long will it take to get here? Can I order from multiple restaurants? Can I pay online? Why should I order from this place? Is it worth it? Is this a good restaurant? What other restaurants serve this kind of food? If I like this, what other food should I try? What is the food going to look like? What ingredients does this food have? Can I remove/swap out ingredients? Can I add extra toppings? Nutritional information? How much does it cost? What is the total cost? Do I have to create an account to order? Can I add some café items to my order? What is the total cost? How much do I save if I pick it up? How long will it take to get here? How can I stay up to date on the progress? What happens now? What do I do if there are problems? Can I cancel or make any last-minute changes? Can I save this as a favourite order? Can I set this up as a recurring order? How do I cancel an order? How do I create favourite orders? How do I create a recurring order? What are they going to do with my information? Expanded view — Quantity — Size — Photo — Toppings — Choices (hot/medium, chips/salad, etc) Assign default branch Content plan Home Search results Browse area Restaurant page Review module Food item module Message — Convenience (copy) — Variety (image) — Transparency (copy = stats, and process) Functions — address field (mandatory) — search field (optional) Current promotions Default display = food item results (grouped by restaurant) — filter by price — filter by ingredients — filter by food type View restaurants — filter by pickup / delivery — filter by food type View food types Indicators — PIck-up / delivery — Marked-up / Not — specials — featured (revenue stream for MrD) — list of restaurants (with icons indicating pickup and/or delivery) — link to nearby areas List Item — item name — image (optional) — base price — ingredients —“read more” button to activate full view Full view — item name — image (optional) — base price — ingredients — add-ons with individual prices — quantity field — nutritional info (optional) — total price — add to cart button — blurb (include relevant info on food prep.) — address — operating hours — indicate pickup and/or delivery — images — menu sections, with food modules. All sections on one page Summary — average rating — sample reviews (best and worst) Review listings — default display: reverse chronological order — filter by rating — individual reviews (as per fields in submission form below) Review submission form — Title/subject — Blurb — Rating — Name (optional) = prepopulated when logged in Pull in data from Foursquare API? Cart Reco's module Summary Payment Confirmation Registration confirmation Quick registration Account Addresses Orders History Favourites Recurring Manage recurring order Past communication Past reviews — items default to list view, but can expand (food module item) — change quantities — remove item — suggestions to add drinks, corner cafe items — choose pickup or deliver — choose delivery date/ time if not immediate — confirm address — phone number and email address — CC — COD — voucher — Select how to track order — confirm payment received (if CC) — confirm order has gone through — display summary of order — instructions on how to cancel (and time frame) — instructions how to track order — persuasive copy: register (you can add to favourites, create recurring order, and keep a record of your orders) — email address: should be pre-populated — field: password, and confirm password — copy notifying user of confirmation email — summary of addresses/profiles and orders — current order info, if order in progress — view / edit — create new — individual profile - title - address - phone number — Order status (if in progress) — default listed by date — sort/filter by restaurant — sort/filter by address profile — create favourite order — create recurring order — reorder (add to cart) — edit — reorder (add to cart) — individual food items Create — frequency — duration Edit existing — edit — reorder (add to cart) — list of orders — create recurring order — list of all reviews — default by date (reverse chronology) — filter by restaurant — filter by rating — list of all communication through the site (online form) — reverse chronological order
  • 28.
    Discover Choose Journey model Unique selling points Convenience No needto go anywhere Easy online ordering Variety Order from multiple restaurants Get peripheral items Trust Accurate and transparent pricing Continuous order updates Versatile Food for any oc Not just fast Journey stages Home Search Organic Brand awareness Name search Food search Restaurant search "Delivery" search Word of mouth Online ads SEM Display Retargeting Social media Newsletters Other Brochures Browse area (Restaurants + food) Expanded food Expanded food ite Enter delivery address Enter search term Browse area Reviews Assign default branch
  • 29.
    Discover Choose Journey model Unique selling points Convenience No needto go anywhere Easy online ordering Variety Order from multiple restaurants Get peripheral items Trust Accurate and transparent pricing Continuous order updates Versatile Food for any oc Not just fast Journey stages Home Search Organic Brand awareness Name search Food search Restaurant search "Delivery" search Word of mouth Online ads SEM Display Retargeting Social media Newsletters Other Brochures Browse area (Restaurants + food) Expanded food Expanded food ite Enter delivery address Enter search term Browse area Reviews Assign default branch
  • 30.
    Takeaways and key principles Home Display Retargeting Social media Newsletters Other Brochures Explainthe value of using Mr. D — Convenience — Variety — Transparency Address entry needs to be really easy and accurate Build trust — Up-to-date prices — Transparent fees — Accurate stock levels Help customers figure out what they want to eat as quickly as possible Cart with running order should always be visible Provide restaurant reviews — Use Foursquare API? Allow filtering results by metadata: — Price — Type — Ingredients — Dietary preference Provide recommendations: — Similar food Questions Browse area (Restaurants + food) Expanded food ite Enter delivery address Browse area Reviews What should I eat? Which restaurants deliver food in my area? What kind of food can I get here? Are there any deals/specials at the moment? How do I know I will get the food? Do they deliver to my door? What are the costs (delivery, processing, etc.)? How long will it take to get here? Can I order from multiple restaurants? Can I pay online? Why should I order from this place? Is it worth it? Is this a good restaurant? What other restaurants serve this kind of food? If I like this, what other food should I try? What is the food goin What ingredients do Can I remove/swap o Can I add extra topp Nutritional informati How much does it co Assign default branch
  • 31.
    diagram Content slice Content topicTaken from journey map Content hierarchy Decide what’s important Optional content Decide what can be left out Consistency What is similar across pages Calls to action Keep focus on end goal
  • 32.
    Header Search Link to previouspage Page type (e.g. "Accommodation") Icon and Title Point form summary Gallery Subhead Information chunk 1 Expert review Call to action List of Journeys Location map Information chunk 2 Call to action Accommodation Header Search Link to previous page Page type (e.g. "Accommodation") Icon and Title Point form summary Gallery Subhead Information chunk 1 List of Journeys Call to action Information chunk 2 Information chunk 3 Call to action Things to do Header Search Link to previous page Page type (e.g. "Accommodation") Icon and Title Gallery Subhead Information chunk 1 List of Journeys Call to action Information chunk 2 Information chunk 3 Call to action Experience Header Search Link to previous page Page type (e.g. "Accommodation") Icon and Title Gallery Subhead Information chunk 1 List of Journeys Call to action Location map Information chunk 2 Information chunk 3 Call to action Country Header Search Link to previous page Page type (e.g. "Accommodation") Icon and Title Gallery Subhead Information chunk 1 List of Journeys Call to action Location map Information chunk 2 Insider information Call to action Location (destination) Header Search Link to previous page Page type (e.g. "Accommodation") Icon and Title Gallery Subhead Information chunk 1 List of Journeys Call to action Location map Information chunk 2 Call to action Location (pass) Insider informationInsider informationInsider information Traveler feedback Traveler feedback Traveler feedback Traveler feedback Traveler feedback Traveler feedback Optional modules
  • 33.
  • 34.
    3 projects completed(so far) Faster design cycle Fewer usability issues Better arguments Longer initial lead time Can be abused Good Evil Easy to get distracted 100% device agnostic
  • 35.
  • 36.
    Deliverables should Anchor teams ina united product vision Speed up (the right) making Provide early validation
  • 37.
    ask yourself So Do weall agree on what we’re making, and who we’re making it for? Do we have what we need to avoid unnecessary rework? Are our initial assumptions based on user data?
  • 38.
  • 39.
  • 40.
  • 41.
    Attribution Icons from TheNoun Project: ! • Robot by Simon Child • Evil by Jim Lears • Saint by Jim Lears • Speedometer by Prerak Patel • Rocket by Benni • Thumbs Up by Chris Brunskill • Argument by Michael Thompson • Collaboration by Krisada • Map by Mickey Godfrey !