Example of an effective technique for a holistic UX design approach

1. Story Mapping
mobilepayments
ŁUKASZSZADKOWSKI

2. UserExpired.com

3. It ensures the holistic approach to design

4. It influences the whole organization
workflow

5. It’s efficient

6. Story Mapping

7. Story Mapping
http://www.innolution.com/resources/glossary/story-mapping
A technique that takes a user-centric perspective for generating a set of user stories.
Each high-level user activity is decomposed into a workflow that can be further
decomposed into a set of detailed tasks.

8. http://winnipegagilist.blogspot.com/2012/03/how-to-create-user-story-map.html

9. It’s not enough

11. Shopping scenario

12. https://flaticon.com
Job
to be done

13. Job to be done
I want to do grocery shopping for a dinner

14. https://flaticon.com
Persona

15. Persona
Kevin is a 30-year old man, having office-based job.
Father of 2 lovely kids: Ana (7yo) and Sven (5yo), married to
Joanna, 28yo PR manager.
He is usually responsible for doing groceries shopping for home.

16. https://flaticon.com
Steps

17. Steps
Awareness Discovery Browse Checkout Leave Feedback

18. Steps
Discovery Browse Checkout Leave

19. Discovery Browsing Checkout Leave

20. https://flaticon.com
Areas

21. Steps vs areas
Process
User goals
User fears
Incentives
Touch points
Channels
KPIs
Problems
Discovery Browsing Checkout Leave

22. Areas
Process

23. Areas
User Goals

24. Areas
User Fears

25. Areas
Incentives

26. Areas
Touch points

27. Areas
Channels

28. Areas
KPIs

29. Areas
Problems

30. Steps vs areas
Process
User goals
User fears
Incentives
Touch points
Channels
KPIs
Problems
Discovery Browsing Checkout Leave

31. Steps vs areas
Process
User goals
User fears
Incentives
Touch points
Channels
KPIs
Problems
Discovery Browsing Checkout Leave

32. https://flaticon.com
UX Metrics

33. http://userexpired.com/2016/04/22/what-
do-you-fight-for-in-mobile-payments/

34. https://flaticon.com
Let’s start!
(a simplified example)

35. Discovery

36. Steps vs areas
Process
User goals
Touch points
Discovery
Kevin is looking for a groceries store on his way home
I want to find a grocery store belonging to my favorite franchise
Window shopping
Driving home
…

37. Steps vs areas
Physical
Personal
Mobile
Discovery
Door and till stickers
-
Push notifications (GPS/Beacon)

38. Browsing

39. Steps vs areas
Process
User goals
Touch points
Browsing
Kevin is searching for products for a family dinner
I want to find good products at fair prices
Wandering through store alleys

40. Steps vs areas
Physical
Personal
Mobile
Browsing
Stickers
-
Promo list

41. Checkout

42. Steps vs areas
Process
User goals
Touch points
Checkout
Kevin is paying at the cash register
I want to pay in fast and convenient way
Standing in queue

43. Steps vs areas
Physical
Personal
Mobile
Checkout
Payment sticker
Welcome pack for cashiers
Loyalty card

44. Leave

45. Steps vs areas
Process
User goals
Touch points
Leave
Kevin is packing groceries and coming back home
I want to get rewarded for shopping with SEQR
Leaving the store
Trip home
Trip between stores

46. Steps vs areas
Physical
Personal
Mobile
Leave
-
-
Discounts for future shopping in the same store

47. Thank you
UserExpired.com
@zagaynikov