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THE ROI OF UX - PART 2
By Mudassir Azeemi
1
April 13, 2020
RECAP
•Stories are important and memorable.
•Design thinking stages.
•How each stages were tied into stories
2
ROI
FRAMEWORK
•Why & Who
• When, Where and What
• Prioritization & Solution
3
WHY
4
Be cognizant about your product/service goal
THE BEST
FRIEND
5
Ask as many why as you can.
“Why” should be your best
friend.
ERIKA
HALL
6
Design is
“it is the gap between what
currently exists and what you
are aiming for”
WHY
PROCESS
7
Only by much searching and
mining, are gold and
diamonds obtained, and man
can find every truth connected
with his being, if he will dig
deep into the mine of his soul.
- James Allen
DESCRIBE
8
Zoom in to the description!
WHY
TOOLS
9
•Journey map
•Stakeholder interviews
•Comparative review
•The holy grail of user research
WHO
10
Defining audience
TARGET
PERSONA
11
“I am building it for
everyone!”
ZOOM
IN
12
“People ignore design that
ignores people”
- Frank Chimero
HOW TO
ASK?
13
Do not put your words in their
mouth!
KEY
LESSONS
14
To be a great designer, you
need to look a little deeper
into how people think and act.
– Paul Boag, Co-Founder of
Headscape Limited
LESSON #1
15
LESSON #2
16
LESSON #3
17
LESSON #4
18
LESSON #5
19
LESSON #6
20
QUESTIONS?
21
• https://www.wordstream.com/blog/ws/2018/02/28/pain-
points
• Book – The Mom Test by Rob Fitzpatrick (https://
www.amazon.com/Mom-Test-customers-business-
everyone/dp/1492180742)
• Video – Erika Hall - https://vimeo.com/143660646
SOURCE
22

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ROI of UX (2 of 7) - Why + Who w/ Mudassir Azeemi (UC Berkeley / Wells Fargo) (Presented by AWS)