The document discusses the goals and structure of digital interfaces and products. It provides examples of common goals such as providing information, storytelling, being artistic, building brand image, and enabling e-commerce functionality. It also describes workshops and techniques that can be used to define goals and strategy, including determining problems and success metrics. Finally, it discusses how to structure a product through user journey mapping, user stories, and information architecture.

1. Human—Computer
Interaction
10: Digital products
/ Goals, Structure

3. I.The Goal

5. Goals of digital interfaces
— information

7. Goals of digital interfaces
— information
— narrative / storytelling

9. Goals of digital interfaces
— information
— narrative / storytelling
— artistic

11. Goals of digital interfaces
— information
— narrative / storytelling
— artistic
— brand image

13. Goals of digital interfaces
— information
— narrative / storytelling
— artistic
— brand image
— e-commerce

15. Goals of digital interfaces
— information
— narrative / storytelling
— artistic
— brand image
— e-commerce
— functionality

17. De
fi
ne the goal / strategy of the product
you are building
— workshops
— desk research
— UX techniques (impact mapping,
user journey mapping)

18. Workshops / meetings
— 5–10 participants; without the boss
— determine the problem, not the solution
— card sorting, role playing, …
— bring some food

19. Goals
— what is the goal of this project?

20. Success scenarios
— this project was a success because…

21. Metrics
— measure success
— de
fi
ne the scale
— veri
fi
able
— numbers based on data

22. Audience
— who are we talking to?
— value for each group
— user scenarios

23. Budget
—
fi
nancial limits
—
fi
nancial goals

24. Workshop: Goals
— Task 1: goals of the company
— write on sticky notes
— small time frame
— choose 3–5 most important by voting
— Task 2: goals of the website

26. Workshop: Goals
— Task 1: goals of the company
— more customers in Poland
— expand to Germany
— Task 2: goals of the website
— online sale of trips
— brand image
— 50 000 new customers
— 5 000 new German customers
— 30 000 trips sold online
— 50% new followers on SM

27. Impact mapping
— Determine goals
— WHO:
— can produce the
desired e
ff
ect?
— can obstruct it?
— are the consumers or
users of our product?
— will be impacted by it?
— HOW:
— should our actors’ behaviour change?
— can they help us to achieve the goal?
— can they obstruct or prevent us from
succeeding?
— WHAT:
— can we do, as an organisation or
a delivery team, to achieve the goals?

28. Value proposition
— What is the delivered value
to end users?
— “elevator pitch”: explain the
value in one sentence to
a stranger

29. cheaper than the competition
consistent quality hotels
sustainable / eco-friendly destinations

30. II.The Structure

31. User journey map
— Typical path of interaction of
a user with our product

34. User stories
— Description of features
— Syntax: “In order to <receive bene
fi
t> as
a <role>, I can <goal/desire>”

38. Information Architecture
— What is the necessary information for
completing the user stories?
— Sort / group into subject areas
— Card sorting

40. Ideas vs buzzwords
— design thinking
— impact mapping
— brainstorming
— hackathons
— workshops

42. Ideas vs buzzwords
— no magic bullet
— coming up with good ideas is hard work
— don’t give up too early
— listen to criticism, but defend your vision