User experience (UX) strategy, a careful blend of research, analysis, and UX design, is where a successful digital product begins. It bridges the gap between vision and execution. By determining tangible objectives, benchmarks, and a roadmap up front, you create the opportunity to solve real problems for real people.
by Courtney Bradford for Circles Conference 2017
Sneaking in Good User Experience Without a UX Budget - anthonydpaul - WordCam...Anthony D. Paul
We all want to design and build better projects—to feel proud of what we’ve made and to have our end users love it too. Sometimes our projects afford us research budgets and sometimes they don’t. So how do we build in a better user experience when our clients don’t want to pay for those line items?
In this talk, I’ll share some practical tools and tips to “sneak in good UX” as one of my bosses used to say, with minimal impact on your budget but a positive impact on your team’s understanding of key problems to solve.
Presented at
FITC presents Spotlight UX/UI
Overview
The Bauhaus curriculum offered students a deep examination into the materials of its day: clay, stone, wood, metal, textiles, color, glass. In the digital age, what are the materials of user experience? Is it the lithium we extract from the ground to power our hermetically sealed devices, or is it invisible systems our devices connect us to? What are our methods for shaping the unseen, the immaterial? This talk will introduce a taxonomy—including human motivation, feedback, and conversation among others—and identify some of the properties that differentiate materials of the digital age from the past.
Objective
Identify the invisible materials of user experience—human motivation, feedback, and conversation among others—and their properties for designers to see.
Target Audience
UX designers
Five Things Audience Members Will Learn
A brief history of the Bauhaus
An introduction to the Bauhaus study of materials
A systems based definition of user experience design
Models of open and closed-loop systems and their components
Approaches to designing interactive systems
Ux, ethnography and possibilities for libraries, museums and archives [recomm...Dr. Michael Baker
Checkout this Presentation recommended by Dr Michael Baker Washington Indiana. These slides are adapted from a talk I gave at the Welsh Government's Marketing Awards for the LAM sector, in 2017. It offers a primer on UX - User Experience - and how ethnography and design might be used in the library, archive and museum worlds to better understand your users.
This presentation gives a brief overview of user experience design and important principles of user-friendly design. Meant for those just starting in the UX space or looking to improve their knowledge!
Topics covered include:
What is user experience?
Different research techniques: when to do what type of research, how to formulate strong questions
Creating a persona
Problem statements
And more!
Read the presenter's notes to get the full experience.
UX at York: starting small and scaling up (#nclxux)Ned Potter
A timeline of our ethnography and design work at the University of York, encompassing four UX (User Experience) Projects. Includes the changes we've made to services and space as a result of the fieldwork we've undertaken, and our strategy for dissemination.
Sneaking in Good User Experience Without a UX Budget - anthonydpaul - WordCam...Anthony D. Paul
We all want to design and build better projects—to feel proud of what we’ve made and to have our end users love it too. Sometimes our projects afford us research budgets and sometimes they don’t. So how do we build in a better user experience when our clients don’t want to pay for those line items?
In this talk, I’ll share some practical tools and tips to “sneak in good UX” as one of my bosses used to say, with minimal impact on your budget but a positive impact on your team’s understanding of key problems to solve.
Presented at
FITC presents Spotlight UX/UI
Overview
The Bauhaus curriculum offered students a deep examination into the materials of its day: clay, stone, wood, metal, textiles, color, glass. In the digital age, what are the materials of user experience? Is it the lithium we extract from the ground to power our hermetically sealed devices, or is it invisible systems our devices connect us to? What are our methods for shaping the unseen, the immaterial? This talk will introduce a taxonomy—including human motivation, feedback, and conversation among others—and identify some of the properties that differentiate materials of the digital age from the past.
Objective
Identify the invisible materials of user experience—human motivation, feedback, and conversation among others—and their properties for designers to see.
Target Audience
UX designers
Five Things Audience Members Will Learn
A brief history of the Bauhaus
An introduction to the Bauhaus study of materials
A systems based definition of user experience design
Models of open and closed-loop systems and their components
Approaches to designing interactive systems
Ux, ethnography and possibilities for libraries, museums and archives [recomm...Dr. Michael Baker
Checkout this Presentation recommended by Dr Michael Baker Washington Indiana. These slides are adapted from a talk I gave at the Welsh Government's Marketing Awards for the LAM sector, in 2017. It offers a primer on UX - User Experience - and how ethnography and design might be used in the library, archive and museum worlds to better understand your users.
This presentation gives a brief overview of user experience design and important principles of user-friendly design. Meant for those just starting in the UX space or looking to improve their knowledge!
Topics covered include:
What is user experience?
Different research techniques: when to do what type of research, how to formulate strong questions
Creating a persona
Problem statements
And more!
Read the presenter's notes to get the full experience.
UX at York: starting small and scaling up (#nclxux)Ned Potter
A timeline of our ethnography and design work at the University of York, encompassing four UX (User Experience) Projects. Includes the changes we've made to services and space as a result of the fieldwork we've undertaken, and our strategy for dissemination.
UX, ethnography and possibilities: for Libraries, Museums and ArchivesNed Potter
These slides are adapted from a talk I gave at the Welsh Government's Marketing Awards for the LAM sector, in 2017.
It offers a primer on UX - User Experience - and how ethnography and design might be used in the library, archive and museum worlds to better understand our users. All good marketing starts with audience insight.
The presentation covers the following:
1) An introduction to UX
2) Ethnography, with definitions and examples of 7 ethnographic techniques
3) User-centred design and Design Thinking
4) Examples of UX-led changes made at institutions in the UK and Scandinavia
5) Next Steps - if you'd like to try out UX at your own organisation
How do you know if your target audience is having a good or bad experience? How do you gather their input and engage audiences effectively? Learn to put yourself in your users’ shoes in order to better understand their motivations, so that you can create welcoming experiences and make something that is useful, easy to use, and enjoyable. Exhibit designers and developers, curators, content developers, museum technologists, and marketers can all benefit from this workshop on Community Engagement through User Experience. You don’t need to be an expert to attend—we’ll cover the fundamentals of user experience, why it matters, and ways to convince others in your organization to invest. We’ll detail a typical UX journey and common methodologies that are useful for museum professionals, emphasizing ways to engage new and existing communities along the way.
The workshop was led by Michael Tedeschi, Creative Director of Interactive Mechanics, an award-winning interactive design firm that builds digital projects and leads workshops for arts, culture, and educational institutions including Eastern State Penitentiary, Ford’s Theatre, and Smithsonian Institution. Mike has over a decade of industry experience in design, development, and user experience, having worked on over 125 digital projects throughout his career.
A tutorial session on UXD hacks I gave at O'Reilly Etech in 2004.
Original context here: http://conferences.oreillynet.com/cs/et2004/view/e_sess/4767
"User-Centered Design and participatory product development are established, proven techniques for making interfaces and information understandable. But how is it possible to use them when your knowledge, the technology, and the possible markets are moving so quickly? Is it possible to create alpha-tech that defines a new market and is a joy to use? UI Design for Alien Cowboys is a three-hour tutorial and workshop that proposes that it is."
UX (or User Experience) incorporating usability studies, ethnographic research, and service design, is now being actively embraced by librarians. This presentation details this definition and briefly traces the history of ethnography and its relevance to, and adoption by, libraries.
This presentation was given at the Business Librarians Association conference in Leicester in July 2014.
UX Hong Kong - We've Done All This Research, Now What?Steve Portigal
One of the most persistent factors limiting the impact of user research in business is that projects often stop with a cataloging findings and implications rather than generating opportunities that directly enable the findings. As designers increasingly become involved in using contextual research to inform their design work, they may find themselves holding onto a trove of raw data but with little awareness of how to turn it into design. How can designers and researchers work with user research data to create new things for business to do?
Participants will:
* Collaborate in teams to experience an effective framework for synthesizing raw field data
* Learn how to move from data to insights to opportunities
* Experience techniques for generating ideas and strategies across a broad scope of business and design concerns
* Develop a range of high-level concepts that respond to a business problem and integrate a fresh, contextual understanding of that problem
This is my presentation covering Dan Saffer's UX London day one presentation and the workshop from days two and three.
Originally presented at the London IA UX London Redux on August 12th, 2009.
Life, actually: An All Channels Open approach to real time research on the moveCrowdLab
We know that people behave irrationally, spontaneously, sub consciously, and non-sequentially. However, research is still largely isolated, linear, and at a single point in time. Why do we tell people they have to fill out a survey in one sitting, or join a discussion at their desktop at 8pm on a Monday night or drive 20 miles to a focus group facility on a wet Wednesday in January only to be asked to remember what they were doing in Waitrose at 3pm last Thursday?
This is not how people live their lives.
Mobile research methodologies have started to open the door to a new way of collecting data, but its potential will remain unfulfilled if the prevailing methodological wisdom is to simply think of mobile as another way to deliver the same techniques, or simply focus on gathering insight quickly.
Designing platforms for research should be done solely in the best interest of the people taking part in the research, allowing them to complete tasks on any device they want, maximising the potential of that device, and blending devices as needed. We can then allow people to tell us their thoughts in an online discussion one day, from any device they have to hand at the time, record experiences via their phone in real time, via both qualitative and quantitative means, before engaging in a dialogue with a skilled researcher about their behaviours or sharing with their peers and discovering new insights about each other as a group.
When research reflects how people make decisions, based on how we know people to be, and that they live their lives in a series of disconnected moments, we will get more natural, open, engaging and real insight.
CHI2011 - We've Done All This Research, Now What?Steve Portigal
One of the most persistent factors limiting the impact of user research in business is that projects often stop with a cataloging findings and implications rather than generating opportunities that directly enable the findings. We’ve long heard the lament “Well, we got this report and it just sat there. We didn’t know what to do with it.” But design research (or ethnography, or user research, or whatever the term du jour may be) has also become standard practice, as opposed to something exceptional or innovative. That means that designers are increasingly involved in using contextual research to inform their design work. Courses at CHI and elsewhere have increased the ranks of designers and others who feel comfortable conducting user research. But analysis and synthesis is a more slippery skill set, and we see how easy it is for teams to ignore (more out of frustration than anything malicious) data that doesn’t immediately seem actionable. This course gives people the tools to take control over synthesis and ideation themselves by breaking it down into a manageable framework and process.
Contemporary Theories in Design Research
Master Program of Innovation and Design,Department of Industrial Design,National Taipei University of Technology
Careerly is a career discovery platform that connects students with professionals to discover the details of their career options. This product plan outlines the vision, market research, software development plan (Agile), and financial analysis of the platform.
In this video we talk about what US is and how to gather information to make a good one with the help of two case studies.
You can find the video that goes with this here https://www.youtube.com/watch?v=nK9LHXa8x7A
UX, ethnography and possibilities: for Libraries, Museums and ArchivesNed Potter
These slides are adapted from a talk I gave at the Welsh Government's Marketing Awards for the LAM sector, in 2017.
It offers a primer on UX - User Experience - and how ethnography and design might be used in the library, archive and museum worlds to better understand our users. All good marketing starts with audience insight.
The presentation covers the following:
1) An introduction to UX
2) Ethnography, with definitions and examples of 7 ethnographic techniques
3) User-centred design and Design Thinking
4) Examples of UX-led changes made at institutions in the UK and Scandinavia
5) Next Steps - if you'd like to try out UX at your own organisation
How do you know if your target audience is having a good or bad experience? How do you gather their input and engage audiences effectively? Learn to put yourself in your users’ shoes in order to better understand their motivations, so that you can create welcoming experiences and make something that is useful, easy to use, and enjoyable. Exhibit designers and developers, curators, content developers, museum technologists, and marketers can all benefit from this workshop on Community Engagement through User Experience. You don’t need to be an expert to attend—we’ll cover the fundamentals of user experience, why it matters, and ways to convince others in your organization to invest. We’ll detail a typical UX journey and common methodologies that are useful for museum professionals, emphasizing ways to engage new and existing communities along the way.
The workshop was led by Michael Tedeschi, Creative Director of Interactive Mechanics, an award-winning interactive design firm that builds digital projects and leads workshops for arts, culture, and educational institutions including Eastern State Penitentiary, Ford’s Theatre, and Smithsonian Institution. Mike has over a decade of industry experience in design, development, and user experience, having worked on over 125 digital projects throughout his career.
A tutorial session on UXD hacks I gave at O'Reilly Etech in 2004.
Original context here: http://conferences.oreillynet.com/cs/et2004/view/e_sess/4767
"User-Centered Design and participatory product development are established, proven techniques for making interfaces and information understandable. But how is it possible to use them when your knowledge, the technology, and the possible markets are moving so quickly? Is it possible to create alpha-tech that defines a new market and is a joy to use? UI Design for Alien Cowboys is a three-hour tutorial and workshop that proposes that it is."
UX (or User Experience) incorporating usability studies, ethnographic research, and service design, is now being actively embraced by librarians. This presentation details this definition and briefly traces the history of ethnography and its relevance to, and adoption by, libraries.
This presentation was given at the Business Librarians Association conference in Leicester in July 2014.
UX Hong Kong - We've Done All This Research, Now What?Steve Portigal
One of the most persistent factors limiting the impact of user research in business is that projects often stop with a cataloging findings and implications rather than generating opportunities that directly enable the findings. As designers increasingly become involved in using contextual research to inform their design work, they may find themselves holding onto a trove of raw data but with little awareness of how to turn it into design. How can designers and researchers work with user research data to create new things for business to do?
Participants will:
* Collaborate in teams to experience an effective framework for synthesizing raw field data
* Learn how to move from data to insights to opportunities
* Experience techniques for generating ideas and strategies across a broad scope of business and design concerns
* Develop a range of high-level concepts that respond to a business problem and integrate a fresh, contextual understanding of that problem
This is my presentation covering Dan Saffer's UX London day one presentation and the workshop from days two and three.
Originally presented at the London IA UX London Redux on August 12th, 2009.
Life, actually: An All Channels Open approach to real time research on the moveCrowdLab
We know that people behave irrationally, spontaneously, sub consciously, and non-sequentially. However, research is still largely isolated, linear, and at a single point in time. Why do we tell people they have to fill out a survey in one sitting, or join a discussion at their desktop at 8pm on a Monday night or drive 20 miles to a focus group facility on a wet Wednesday in January only to be asked to remember what they were doing in Waitrose at 3pm last Thursday?
This is not how people live their lives.
Mobile research methodologies have started to open the door to a new way of collecting data, but its potential will remain unfulfilled if the prevailing methodological wisdom is to simply think of mobile as another way to deliver the same techniques, or simply focus on gathering insight quickly.
Designing platforms for research should be done solely in the best interest of the people taking part in the research, allowing them to complete tasks on any device they want, maximising the potential of that device, and blending devices as needed. We can then allow people to tell us their thoughts in an online discussion one day, from any device they have to hand at the time, record experiences via their phone in real time, via both qualitative and quantitative means, before engaging in a dialogue with a skilled researcher about their behaviours or sharing with their peers and discovering new insights about each other as a group.
When research reflects how people make decisions, based on how we know people to be, and that they live their lives in a series of disconnected moments, we will get more natural, open, engaging and real insight.
CHI2011 - We've Done All This Research, Now What?Steve Portigal
One of the most persistent factors limiting the impact of user research in business is that projects often stop with a cataloging findings and implications rather than generating opportunities that directly enable the findings. We’ve long heard the lament “Well, we got this report and it just sat there. We didn’t know what to do with it.” But design research (or ethnography, or user research, or whatever the term du jour may be) has also become standard practice, as opposed to something exceptional or innovative. That means that designers are increasingly involved in using contextual research to inform their design work. Courses at CHI and elsewhere have increased the ranks of designers and others who feel comfortable conducting user research. But analysis and synthesis is a more slippery skill set, and we see how easy it is for teams to ignore (more out of frustration than anything malicious) data that doesn’t immediately seem actionable. This course gives people the tools to take control over synthesis and ideation themselves by breaking it down into a manageable framework and process.
Contemporary Theories in Design Research
Master Program of Innovation and Design,Department of Industrial Design,National Taipei University of Technology
Careerly is a career discovery platform that connects students with professionals to discover the details of their career options. This product plan outlines the vision, market research, software development plan (Agile), and financial analysis of the platform.
In this video we talk about what US is and how to gather information to make a good one with the help of two case studies.
You can find the video that goes with this here https://www.youtube.com/watch?v=nK9LHXa8x7A
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This comprehensive presentation with over 320+ slides covers 36 commonly used Design Thinking frameworks, mindsets and methods for Customer Experience innovation and redesign.
A detailed summary is provided for each design framework. The frameworks in this deck span across the inspiration, ideation and implementation phases of Design Thinking.
INCLUDED FRAMEWORKS & METHODOLOGIES:
1. Design Thinking
2. Assume a Beginner's Mindset
3. Persona
4. Empathy Map
5. Interviews
6. Extreme Users
7. Point Of View
8. "How Might We" Questions
9. Design Brief
10. Stakeholder Map
11. Customer Journey Map
12. Context Map
13. Opportunity Map
14. Brainstorming
15. SCAMPER
16. Affinity Diagram
17. Ideas Evaluation Matrix
18. Prioritization Map
19. Prototypes
20. Rapid Prototyping
21. Storyboard
22. Storytelling
23. Role Play
24. 2x2 Matrix
25. Ways to Grow Framework
26. Feedback Capture Grid
27. 70-20-10 Rule
28. Kano Model
29. Customer Profile
30. Value Proposition Map
31. Value Proposition Canvas
32. Business Model Canvas
33. The Golden Circle
34. Five Whys Analysis
35. ADKAR® Model for Individual Change
36. Kotter's Change Management Model
These frameworks and templates are used in many design firms. With this comprehensive document in your back pocket, you can find a way to address just about any problem or design challenge that can arise in your organization.
The level of detail varies by framework, depending on the nature of the model. Examples and templates are provided.
User Experience Design Final Presentations : Including topics like AI Artificial Intelligence, Charities, Business Coaching, Medical Doctor Appointments, Magazines, Opal, Education, Vaping, Pole Dancing, Magazines, Hackathons and Location Based Tracking and more.
2 hours training on Mobile UX with Farah Nuraini, Interaction Designer at Traveloka, Indonesia
45 min theory: Research, Analysis, Design solutions and Testing
+ 1h15 min of hands-on exercises with the 5 facilitators from Traveloka.
What Do Users Really Think? Surveying Users About Your Help Contentpatricia_gale
You explore the product. You interview SMEs. You write until your fingers cramp. You polish. You publish. And…then what?
Do users use your beautiful documentation? Do they like it? Do they find it useful? How do you know? Ask them! Learn how to conduct a user survey to understand customer satisfaction with your learning content. Who should attend: Technical communicators of all stripes who want to understand what users think of their content, with the goal of improving the content, its findability, and/or usability.
Highlights from Just Enough Research by Erika Hall - User Experience Abu Dhab...Jonathan Steingiesser
The User Experience (UX) Abu Dhabi Meetup is a monthly gathering for UX practioners, UX fanatics and anyone curious about User Experience Design. All are welcome! UX Abu Dhabi is sponsored by UX UAE which looks to grow User Experience awareness and practice in the UAE and MENA.
This presentation was created for the October 2014 meetup and has highlights from the book Just Enough Research by Erika Hall .
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
6. “The strategy you develop for your
product ought not evolve in
isolation. Even though the value of
user experience is clear, your over-
arching reasons for providing
something should be considered
with equal weight.”
– Indi Young
7. What is UX Strategy?
Strategy is about establishing intent first, not a
plan.
UX Strategy focuses on the intention of providing
the best user experience possible with your
product.
8.
9.
10. “The essence of strategy is choosing
what not to do. ”
― Michael E. Porter
15. “What is design thinking? It means stepping
back from the immediate issue and taking a
broader look. It requires systems thinking:
realizing that any problem is part of the larger
whole, and that the solution is likely to require
understanding the entire system. It requires
deep immersion into the topic, often
involving observation and analysis.”
― Don Norman
16. For a design to be successful, it must serve the
needs and desires of actual humans. Being
human is insufficient for understanding these
needs.
Reason
Why UX Strategy?
17. Improve your chances of building a product real
people will use and love.
And yes, pay for.
Objective
Why UX Strategy?
19. “A good strategy does more than
urge us forward toward a goal or
vision; it honestly acknowledges the
challenges we face and provides an
approach to overcoming them.”
– Richard Rumelt
20. It seeks a diagnosis.
It defines an approach.
It takes coherent action.
It appropriately measures its findings.
Traits of a Good Strategy:
21. Success is the worst teacher.
Let’s start with looking back at a failed project to see the
tangible importance of UX Strategy.
Exhibit A: Failure
22. Southfork was a meal delivery service, providing healthy
lunches to people working in downtown Atlanta via their
application.
Southfork
23.
24.
25. It takes more than exceptional UX design and
engineering for a product to succeed. We need research
and strategic thinking.
Lesson:
27. Diagnose:
Look to the world around you to find opportunities
for solutions and innovation.
• Interview Real People
• Observe People in Context
• Identify Customer Segment
• Define Key Problems
• Create BS Personas
28. Fall in love
with the problem
and understand
the people who
experience it.
31. Identify Customer Segment
People who want to rock climb outside.
• Professional climbers with gear
• Recreational climbers with gear
• Recreational climbers without gear
• Coaches and guides
32. Define Key Problems:
1. Finding current route conditions and detailed beta.
2. Obtaining “line overlays” of route’s path outlined on
a topo map or photo of the wall’s face.
3. Sharing current route conditions and detailed beta.
33. Create BS Personas
Create fake personas based on your “best guess” at the types
of people who will make up your target customer segment.
These are not backed by research.
Yet.
34. Teacher & Advocate
“More than climbing, I love
sharing the sport with the
next generation.”
Goals
• Ensure routes are in good shape for students
• Share route beta, help maintain routes
• Find new students
Experience
Frustrations
• Park sites with current conditions aren’t mobile
friendly
• Has to buy guidebook for overlays
• Potentially loses customers if trips go poorly
• Time-consuming to track down private land
owners for leases
Name: Mark Strand
Age: 37
Work: Climbing Instructor
Family: Married, 2 Kids
Location: Little Rock, AR
Personality: ESTP
Bio
Mark started climbing in college at a small rock gym on campus. After graduating he
moved from Atlanta, GA to Little Rock, AR to be closer to the mountains. That’s when he
started climbing trad outdoors with his friends.
After teaching kids classes at the local climbing gym and leading outdoor trips for years,
Mark founded his own company five years ago. He spends a lot of time outdoors training
kids ages 7-12. The safety of his students is a huge factor.
Now that he has a family, safety is a bigger factor than it used to be. He also has less free
time to dig around forums and old guidebooks for information, much less climb
recreationally as much as he’d like.
Motivation
Commitment
Digitally-Oriented
Detail Oriented Rational Outgoing Good Natured
35. Professional Climber
“If I’m not climbing, I’m
thinking about it.”
Goals
• See line overlays for more multi-pitch on big
walls
• Check route beta and current conditions
• Record accurate climb data
Experience
Frustrations
• Has to buy guidebook for every area
• Has to hire a guide or call local gear shops to
find current route conditions
• Can’t accurately capture climbing data
Name: David Graham
Age: 29
Work: Professional Rock Climber
Family: Single
Location: Sacramento, CA
Personality: ISTP
Bio
David has always been involved in adventure sports. He learned how to snowboard at age
7 and started outdoor climbing with his older brother’s buddies when he was nine.
From there he competed in both youth and professional competitions. He has been a
part of the USA climbing team for three years and placed 15th in the World Cup.
He prefers big wall multi-pitch climbing and has traveled extensively to climb throughout
California, Canada, France, and Spain.
Motivation
Commitment
Digitally-Oriented
Driven Technical Competitive Solo
36. Recreational Climber
“Climbing outside is one of
the most challenging and
rewarding experiences”
Goals
• Research climbing areas/routes
• Share route beta and photos
• Find new climbing friends and opportunities
Experience
Frustrations
• Has to download area data to view route beta
• Route beta is often outdated
• Hard to find new climbing friends of similar
skill-level and interest (takes months at gym)
Name: Abigail Harrison
Age: 22
Work: Camp Counselor
Family: Married
Location: Austin, TX
Personality: INFTJ
Bio
Motivation
Commitment
Digitally-Oriented
Adventurous Planner Friendly Motivated
Abigail has always been a driven, dedicated person. In high school, she graduated with a
3.9 GPA and was on an all-state tennis team. She received a partial scholarship to
University of Texas, where she’s currently a senior studying biomedical engineering. She
works summers as a camp counselor so she can fully devote herself to her studies during
the school semester.
She started climbing at her local gym and has been visiting on a weekly basis ever since.
She loves crags and has started climbing outdoors this year to focus on that style.
She’s planning to move to Boston or Philadelphia for work once she graduates. She'd like
help finding new routes and friends once she relocates.
37. • Opportunity to test hypothesis and assumptions about users.
• Narrow focus and define who product owners should identify
with.
• Ask “How much value would this persona have for this product?”
• Reveal what you don’t know you don’t know about users.
• As starting point for interviewing real people/defining real
personas.
Why create BS personas?
39. “Research is a tool—a periscope
offering you a better view of your
surroundings. It can be very powerful
if applied thoughtfully. Rather than
piling on the costs, research can
save you and the rest of your team a
ton of time and effort.”
― Erika Hall
40. Interview Observe
Direct dialogue Observation in context
Understand people’s desires,
struggles, feelings, opinions.
Uncover people’s behaviors
and needs.
44. Interview Real People
• Assume you know nothing
• Listen more than you talk
• Ask how, not what
45. How many people should I interview?
According to Nielsen, 5-15 users is the sweet spot
for usability testing (evaluative research). How many
interviews (generative research) you should
conduct is harder to answer.
At least five per user persona is a good start.
49. Participant Screener
Ask a few “screener” questions to ensure people
are in your customer segment.
• Industry/Occupation
• Limiting Factors
• Experience Level
• Frequency of Use
51. “The first rule of user research: never
ask anyone what they want.”
― Erika Hall
52.
53. Good Bad
What are you trying to get done?
(Gather context)
Why doesn’t this work for you?
How do you currently do this?
(Analyze workflow)
How would you rather do this?
What could be better about how
you do this? (Find opportunities)
What features do you want?
54. Evolve Your
Questions
You can start with a script, but
your questions should evolve over the
sessions as you learn.
Focus on
Recent Events
Only ask participants about things that
happened very recently so it’s fresh in their
minds.
Find the Average
Ask questions that identify outliers, unique
instances, but you also need to find the
routine behavior.
55. Observe People in Context
Carefully select participants and directly observe
their behavior in context.
56. Observe People in Context
Carefully select participants and directly observe
their behavior in context.
• Gather task information
• Watch interactions
• Discover common workarounds
57. You’re there to test
existing systems under
realistic conditions.
58. Communicate
Expectations
No surprises. Being observed is very
personal, be upfront about all aspects of the
study.
Seek Authentic
Environment
Get as close to the “real deal” as you can,
where people actually do what you’re there
to observe.
Be Encouraging
Your participant won’t want to sound or look
silly in front of you, be professional but also
friendly.
59. Analysis + Synthesis
Gather insights from your research notes (the data).
• Collect and map the data
• Organize the data
61. 7 min
coffee
break
• Use 1 post-it note per concept
• Keep concept summary brief!
• Add note’s origin (interviewee
name & type of user)
Map the Notes
62. 7 min
coffee
break
Organize the Notes
1. Group post-its by theme
2. Name the groups
3. Vote on which groups are
important
4. Prioritize the groups
63. • Most choose climbing region based on where they want to travel, area
by word of mouth, route by the style
• Most use internet for initial research (route beta & hardware status)
• Most buy physical guidebooks for detailed beta and line overlays for a
specific area. Don’t want to waste phone battery.
• To obtain a license for private land use, tracking down and
communicating with the land owner is a difficult, manual process.
Initial Findings
Current Workflows:
64. • Engineer device and application that records climb data and allows
climber to ID bolt location while on the wall, share stats, see other
climber’s stats, etc.
• Improved, digital guidebooks (software and durable hardware) to
replace clunky printed ones.
• Application to connect private landowners with climbing guides and
educators.
Initial Findings
Opportunity:
68. Approach:
Analyze what you’ve learned and adjust
accordingly, survey the territory, set your target.
• Collective Analysis
• Storyboard MVEs
• Adjust Value Proposition
• Competitive Research
73. Modern Huntsman
Restore the conversation around the pure
& authentic lifestyle of the modern
huntsman.
Vision
74. Modern Huntsman
Be a purveyor of the hunting industry's
essential goods, locations, and resources,
sourced with the highest level integrity, and
displayed in a way that magnifies the beauty
of this extraordinary lifestyle.
Value
Proposition
75. Competitive Research
Identify and research your competitors. Find out
what’s worked and what hasn’t to identify your
competitive advantage.
76. Direct Competitor
Products that compete head-to-head with
your value proposition.
Indirect Competitor
Products that aren’t the same as yours, but
that could satisfy the same consumer need.
Influencer
Products outside your competitive
landscape that offer insight into your
product’s value innovation.
83. Current Marketplace
There are retail brands like Huckberry and affiliate models like Gearmoose, and Gear
Patrol that create Gear Guides and sell quality goods for outdoor activities. There are
institutions like Field and Stream with brick and mortar stores, a TV show, and
exhaustive catalog.
There are publications like Collective Quarterly that take the modern, urban dweller
into the woods. Project Upland creates videos, but it’s for a specific niche. Yeti and
Filson team up with influencers to tell stories to an audience that’s already outside.
As a whole, women, conservationists, and ‘watchers’ are a real demographic that’s
underserved by current products.
84. Opportunity
Americans spend a lot of money on their hobbies, especially hunting. It’s a big, broad
group of people (~12.5 million) who spend billions (~$22.9 billion) annually on the sport.
Not unlike backpacking, canoeing, and fishing, hunting is a retreat from civilization and
it’s pressures.
There isn't a concept like Modern Huntsman that serves the industry and unites it
around the banner of ‘hunting’ and ‘stewardship’.
Women, conservationist, and ‘watchers’ are a huge share of the market and
underserved.
As Hunting Declines, Conservation Efforts Suffer
Americans Spent a Lot of Money on Hunting, Fishing, and Wildlife Watching in 2011
85. Recommendation
Don’t focus on stocking a big inventory with competitive pricing as your model.
Provide an outlet for industry content creators, film-makers, brands, and conservation
organizations to have a home for their content and influence to live.
Focus on curated goods, but within the context of authentic story-telling. Take cues
from Yeti and Filson (they understand the culture). Interview influencers, publish co-
sponsored content, and gear guides. Create a unique on-boarding experience to show
customers products, locations, events, and stories unique to their interests. Consider
creating ways to engage with conservation efforts.
86. Storyboard MVEs
What are the key product experiences that deliver
your value proposition?
These are you Most Valuable Experiences.
87. Identifying Your MVEs
1. What would make users love it?
2. What moment in the joinery makes this product unique?
3. Based on your competitive research, what feature resolves
the big shortfall?
4. Based on your user research, what kind of workarounds are
potential customers using now to accomplish their goals?
92. Act:
Implement your findings into something you can
put into real people’s hands.
• Prototype MVP
• Observe Users with MVP
93. What is an MVP?
“MVP” is the process of creating a version of the product
that allows you to collect the maximum amount of validated
learning about customers with the least amount of effort.
94. MVP is not the
“first version” of your
product.
97. Wizard of Oz
Simulation of the intended product, but with
humans doing all the work.
Conceierge A completely manual, hands-on service.
Fake Doors
An imaginary product that you market as real
or forthcoming.
104. Thank you!
You are awesome.
“UX Strategy for Designers” by Courtney Bradford
@courtney271
105. Resources
Books:
UX Strategy by Jaime Levy
The Lean Startup by Eric Reis
UX Research by David Farkas
The User's Journey: Storymapping Products That People Love by Donna Lichaw
Validating Product Ideas: Through Lean User Research by Tomer Sharon
Mental Models: Aligning Design Strategy with Human Behavior by Indi Young
Just Enough Research by Erika Hall
Thinking, Fast and Slow by Daniel Kahneman
Articles:
The Perils of Bad Strategy
Design Thinking by Don Norman
What Is Strategy? by Michael J. Porter
How DropBox Started As A Minimal Viable Product by Eric Reis
Prototyping Tools:
InVision
Figma
Principle
Framer
Marvel
Research Tools:
Xtensio
Similar Web
User Testing
Reframer