The document outlines the UX Toolkit Discovery Phase, detailing a structured approach to understanding users and their needs through interviews, surveys, and analysis of competition. It emphasizes the importance of identifying clear user problems, defining project goals, and establishing user personas while employing various research methods to gather insights. It provides a comprehensive framework for developing a product vision and aligns team responsibilities using tools like RACI matrices.

1. UXToolkit
Phase One: Discovery

2. UXToolkit
discovery
PHASE 1
structure
PHASE 2
skeleton
PHASE 3

3. Table of contents
UNDERSTANDING THE BUSINESS USER RESEARCH COMPETITIVE ANALYSIS
5 whys User Interview Feature analysis
Project Vision User Survey Position analysis
Stakeholder Map Field Studies
SMART Goals Service Safari
Who are your users? Picture Cards
Competition Persona Template
Data

4. UNDERSTANDING
the business

5. Find the need. Then design the solution.
In that order.
“

6. STAKEHOLDER interview
What is your vision
for this offering?
What defines success
for this project?
What are the
potential pitfalls?

7. STAKEHOLDER interview
What is the problem?
Who is experiencing the
problem?
There has to be a clear problem that you’re
aiming to solve Try phrasing the problem from
your user’s perspective Ex. “I’m not sure
where to find the best pad thai.”
Are they of a certain age?
Do they work in a certain industry?
Have a particular skill set?

8. What do you want to do?
Why?
Why?
Why? *Root Cause
Why?
PROJECT VISIONSTAKEHOLDER interview

9. USERSSTAKEHOLDER interview
Who are your primary users?
What are their roles?
What are their typical background?
What defines success?
What is a bad result?

10. VALUE PROPOSITIONSTAKEHOLDER interview
What problems do your users have that this offering solves?
What is the core value proposition of the offering?
What is the main marketing message?

11. COMPETITIONSTAKEHOLDER interview
What is the target market?
What similar tools are in use today?
What are their relative strengths/ weaknesses?
How is this offering different?

12. DATASTAKEHOLDER interview
What analytics do you collect today?
What insight are you able to share?
Do you have a user database we can access for user testing?

13. vision
target audience
strategy
user problem
DEFINE PRODUCTSTAKEHOLDER interview
goal
Why are we doing this?
For whom are we doing this?
What problem do we solve?
How are we doing this?
What do we want to achieve?

14. DEFINE PRODUCTSTAKEHOLDER interview
People like
Have trouble with/ need
Which can be resolved by
We know we’re right when
Measured by
persona
problem| need
proposed solution
KPI | business result
qualitative| quantitative metric
“

15. Make it Specific
Make it Measurable
Make it Relevant
Make it Attainable
SMART GOALSSTAKEHOLDER interview
Make it Timely
What do you want to accomplish? Why is this important now?
How will you know when you have accomplished your goals?
Can I break it down to manageable pieces?
Is the goal too difficult or too easy to reach?
What is the target date for reaching this goal?

16. Responsible
Accountable
Informed
Consulted
TEAM: RACI MATRIXSTAKEHOLDER interview
Who is assigned to work on this task?
Who has the authority to take decision?
Anyone who can tell me more about this task?
Who has to be kept updated about the progress?

17. UNDERSTANDING
the user

18. WHY IS IT IMPORTANT?UNDERSTANDING the user
Discover patterns and unknown insights
Set objectives, Create hypotheses, and reach conclusions
Invent possible futures

19. INTERVIWING
users

20. INTERVIEW TOPICS
The person’s background
Their occupation
Their use of technology
Their occupation
UNDERSTANDING the user
Their motivations/pain points

21. INTERVIEW TIPS
Set the schedule yourself.
Recruit more participants than your need.
UNDERSTANDING the user
Duration: No more than 45 min. (Factor in breaks)
Record the session. (Ask permission first)
Put the user into a teaching role and you’re the student.
Be casual and conversational.
Don’t judge their answers.
Thank them for participating!

22. PREPARING INTERVIEW
What issues and topics do you need to explore?
Who are the right participants?
How should you conduct the interview? In person? By phone? Online?
How will you capture the data? Camera? Voice recorder? Notebook?
UNDERSTANDING the user

23. EXPLORATORY RESEARCH
How are users approaching the problem?
What frustrates them about their current process?
What other activities go hand-in-hand with this problem?
UNDERSTANDING the user
What other tools are they using

24. GENERAL QUESTIONS
Ask behaviours, not feelings.
What they call it? (learn the language they use)
UNDERSTANDING the user
Find out what they know about the subject.
How they think it all works? (mental model)
What do they need to do before and after performing each task?

25. TASK QUESTIONS
What information and feedback do they need to perform the task?
Where do they tend to make errors?
UNDERSTANDING the user
What do they find easy / difficult?
What other people do they need to interact with to accomplish the task?

26. FOLLOW-UP QUESTIONS
Paraphrase what you heard and ask if it is correct.
Why do you…
UNDERSTANDING the user
What do you mean by….
Could you show me…
What would you have expected….

27. FEEDBACK QUESTIONS
What is the purpose of your visit today?
If you were not able to complete your task, why not?
UNDERSTANDING the user
Were you able to complete your task?

28. RESEARCH
methods

29. SURVEY PREP
Will a survey help me for this problem?
How will I reach them?
UNDERSTANDING the user
How will the survey help answer the problem?
Who are the right people to ask?

30. SURVEY CHECKLIST (1)
Are all the questions relevant to the specific problem?
UNDERSTANDING the user
Do you keep the language simple and direct? (Spell check)
Is there an “other” or “prefer not to answer option”
Did you cover all possible answer choices for multiple choice?

31. SURVEY CHECKLIST (2)
Is there any unnecessary questions?
UNDERSTANDING the user
Are there any biased/leading questions?
Are the rating scales specific and thought out?

32. FIELD STUDIESUNDERSTANDING the user
Terminology and processes
Context
Similarities and differences
What do users do and how do they talk about it
Do the user's requirements change when they are rushed ?
How do people behaviour compare in different settings?

33. What are the different stages which make up the service?
UNDERSTANDING the user
Which people are involved in delivering the service and what they do?
What information is available to people?
SERVICE SAFARI
What is the space like?
How involved are people in delivering the service contribute to the experience?

34. Collaging is a method of building empathy with your users.
UNDERSTANDING the user
Choose your topic of interest.
Create a collage board and get pictures
PICTURE CARDS
Set up | Give the topic and instructions | Leave the room | Discuss the collage.
Conduct Analysis

35. Collaging is a method of building empathy with your users.
UNDERSTANDING the user
Select pictures that reflect how you would and would not want to convey
Create a story on what you want to communicate.
PICTURE CARDS
Select pictures that reflect your experience with using [x].

36. STEPS
UNDERSTANDING the user
Choose your topic of interest.
Create a collage board and get pictures
PICTURE CARDS
Set up | Give the topic and instructions | Leave the room | Discuss the collage.
Conduct Analysis

37. This is great for gathering emotional feedback and to open a conversation with users.
UNDERSTANDING the user
Pick 3-5 adjectives that best capture their impressions.
ADJECTIVE CARDS

38. BRAND PERSONALITYUNDERSTANDING the user
Sincerity Excitement Competence Sophistication Ruggedness
Down-to-earth Daring Reliable Upper-class Outdoorsy
family-oriented
small-town
down-to-earth
daring
trendy
exciting
reliable
hard-working
secure
upper-class
glamorous
good-looking
outdoorsy
masculine
western
Honest
sincere
honest
real
Wholesome
original
wholesome
Cheerful
sentimental
cheerful
friendly
Intelligent
intelligent
technical
corporate
Successful
successful
leader
confident
Spirited
cool
spirited
young
Imaginative
unique
imaginative
Up-to-date
up-to-date
independent
contemporary
Charming
charming
feminine
smooth
Tough
tough
rugged
smooth

39. adjective Cards
Accessible Creative Fast Meaningful Slow
Advanced Customizable Flexible Motivating Sophisticated
Annoying Cutting Edge Fragile Not Secure Stable
Appealing Dated Fresh Not Valuable Sterile
Approachable Desirable Friendly Novel Stimulating
Boring Difficult Frustrating Old Straight Forward
Business’-like Disconnected Fun Optimistic Stressful
Busy Disruptive Gets in the way Ordinary Time-consuming
Calm Distracting Hard to use Organized Time-saving
Clean Dull Helpful Overbearing Too Technical
Clear Easy to use High quality Overwhelming Trustworthy
Collaborative Effective Impersonal Patronizing Unapproachable
Comfortable Efficient Impressive Personal Unattractive
Compatible Effortless Incomprehensible Poor quality Uncrontrollable
Compelling Empowering Inconsistent Powerful Unconventional
Complex Energetic Ineffective Predictable Understandable
Comprehensive Engaging Innovative Professional Undesirable
Confident Entertaining Inspiring Relevent Unpredictable
Confusing Essential Integrated Reliable Unrefined
Connected Exceptional Intimidating Responsive Usable
Consistent Exciting Intuitive Rigid Useful
Controllable Expected Inviting Satisfying Valuable
Convenient Familiar Irrelevent Secure Calm
Product
Reaction
Cards

40. Have you ever heard the sentence “It only takes 5 seconds to form an opinion” ?
UNDERSTANDING the user
Quick and inexpensive way to learn about users’ first impressions about a product.
5 SECOND TEST

41. UNDERSTANDING the user USER TESTING METRICS
Success Rate Time on Task Number of errors
Satisfaction Ease of Use Perceived amount of time
Key
Critical: If we do not fix this, users will not be able to complete the scenario.
Serious: Many users will be frustrated if we do not fix this; they may give up.
Minor: Users are annoyed, but this does not keep them from completing the scenario. This
should be revisited later.

42. SOURCING PARTICIPANTS
Online recruitment service
UNDERSTANDING the user
Placing a banner on your website.
Sending email invitation to subscribers / users.
Social media channels, forums, blogs etc…

43. USER
persona

44. PERSONAS
Age
UNDERSTANDING the user
Occupation Cultural Background
Generation Photo Driver | Motivation
Concerns Goal | Desire Needs
Personality Technology Behaviours
Quote Companies they like

45. PERSONAS
Age
UNDERSTANDING the user
Occupation Cultural Background
Generation Photo Driver | Motivation
Concerns Goal | Desire Needs
Personality Technology Behaviours
Quote Companies they like

46. UNDERSTANDING
the market

47. COMPETITIVE ANALYSISUNDERSTANDING the market
GAP
(opportunity)
Y Axis AgeTraditional | Modern
AgeSocial | Independent
X Axis AgeEasy | Complex
AgeQuick | Time-consuming

48. FEATURE ANALYSISUNDERSTANDING the market
Features they like:
Primary Persona
Competitor Competitor Competitor
Feature
Feature
Feature
Feature
Secondary Persona
Tertiary Persona

49. UXToolkit
discovery
PHASE 1
structure
PHASE 2
skeleton
PHASE 3
NEXT UP

50. UXDesigner
@maitedalila