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CORE Master Class: User Experience

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How do you translate CORE Strategy into User Experience?
Can you use CORE to determine the features for a website or app?

In this class Jose Caballer the creator of the CORE strategy facilitation framework will share 2 case studies of how CORE was used to define the experience of a digital product.

He will share the 6 basic techniques he uses to translate CORE into UX.

Published in: Business
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CORE Master Class: User Experience

  1. 1. CORE MASTERCLASSST
  2. 2. USER EXPERIENCE
  3. 3. @josecaballer @thechrisdo @theskoolrocks #theskool
  4. 4. C M Y K Agenda 1. Introduction (02 min) 2. You (10 min) 3. At the CORE of UX (5 min) 4. Principle 1: UX Mindset (5 min) 5. Principle 2: Patterns (5 min) 6. Principle 3: Story (5 min) 7. Principle 4: Anchors (5 min) 8. Principle 5: Agreement (5 min) 9. Principle 6: Validation (5 min) 10. QA (10 min)
  5. 5. Jose Caballer Chief Education Officer The Skool
  6. 6. YOU
  7. 7. At the CORE of UX
  8. 8. THE CHANGING ROLE OF THE 
 DESIGNER CEO Design Manager Marketing Manager Tech Manager Designer CEO Design Marketing Designer Tech OLD TIMES TODAY
  9. 9. Before Now
  10. 10. Before Now
  11. 11. SCARY
  12. 12. Confidence Leadership Communication Facilitation
  13. 13. Setting the Frequency
  14. 14. ©2015 The Skool
  15. 15. It’s about controlling the flow of decisions
  16. 16. It’s a conversation
  17. 17. Look & Feel? Customer Needs? Business Goals? Features? Comps Revisions Revisions
  18. 18. Define Brand Define Users Prioritize Goals Sitemap Wireframes Comps Prototype Development QA
  19. 19. Step by Step.
  20. 20. Brand UserGoals Who we are Our customers needs Our business goals
  21. 21. C M Y K The Brand The User Goals
  22. 22. CASE STUDY 1
  23. 23. 24
  24. 24. Agenda 05:00 - 05:10 Intros 05:10 - 05:25 Victor Introduces Moto Di Santa Monica and the project. 05:25 - 05:45 Alignment Exercise 05:45 - 06:15 Brand Attributes Exercise 06:15 - 06:30 Break 06:30 - 07:30 Customer Profiles 07:30 - 08:30 Goals Prioritization (Features) 08:30 - 09:00 Wrap up Exercise - Reflection
  25. 25. 28
  26. 26. Brand Attributes Top 5 Attributes: Caring Risk Taking Authentic Part of A Circle Informed Equipped X-Factor: Exclusive Inclusive Culture Users Voice Feeling Impact X-Factor How would your community describe you? How would you describe your users? How do you 
 sound to others? How others feel after interacting with you? What tangible impact do you have on others? How are your different from others? Adventurous Rebel Passionate Gaf Family Caring Expressive Sophisticate Professional Risk Taking Don’t Fit Friend Adventurous Authentic Genuine Wise Guide Excited Safe Unique Important Part Of A Circle Grow Community Status Exclusive More Educated Guidance Informed Equipped Experience Exclusive Inclusive Sage Advice Trusted Firm
  27. 27. Moto Club Di Santa Monica MCSM provides a Italian motorcycle sales and services to adventurous professionals in a caring environment with an authentic voice. Helping them feel they are part of a trusted family and leaving them better equipped to succeed in their motorcycle lifestyle.
  28. 28. User Profile Demographics • 48 Years Old • Male • Second wife • 4 kids 
 Story
 • Work on a stressful job with high power deals. • Have to manage 100 people. • Want to get his own job and leave his actual work. • Escape • 1 Brotherhood • Upgrade ride Needs • Bespoke Service • High Standards • Look Good / shop top shelf • Community • Special treatment • Reviews exclusive • Conversation Solutions • CRM System Exclusive events • Appeal, previews accessories, Branded… • Newsletter • Featured • Service level • Membership Club First Name: John McRow Middle Aged Entrepreneur
  29. 29. Revenue Term Description Desireablity Doability Total M Premium Membership 10 7 17 S Accessories online 10 8 18 S Apparel online 10 8 18 S Service Appointment/leads 9 7 16 S Lead Gen Bikes/ Quality 10 7 17 S Financing Partner 10 9 19 M Return Business/Process 9 6 15 S Newsletter 8 9 17
  30. 30. Awareness Term Description Desireablity Doability Total ML Retail Vision/Instore Exp 10 5 15 M Live help 5 6 11 S Finance calculation 7 8 15 L Video Comercial 9 4 13 S Video content 10 8 18 SM Marketing Materials / New 8 6 14 M News information 9 5 14 S Social Media (strategy) 10 6 16
  31. 31. Efficiency Term Description Desireablity Doability Total S Featured Customers 10 7 17 S Customer Stories 10 8 18 M CRM 10 5 15 M Retargeting 7 6 13 M Facebook Ads 9 8 17 S Rate/ Review/ Wishlist 10 8 18 S Fun Engagement 10 8 18 S French Fun Toilet/website 10 8 18
  32. 32. Our Goals / Focus 1. Get Accessories online 2. Get Apparel online 3. Financing Partner 4. Video content 5. Customer Stories 6. Fun Engagement 7. French Fun Toilet / Website
  33. 33. CORE is the foundation for the conversation
  34. 34. Now you have to use the foundation to direct your project
  35. 35. 39
  36. 36. 40
  37. 37. 41
  38. 38. 42
  39. 39. 1: Have a 
 UX Mindset • UX is not just the deliverables, it’s the conversation. • The mindset requires people skills and communication. • You have to experiement with many approaches. Flexibility, empathy and adaptablity are key.
  40. 40. ©2015 Chris Do 44
  41. 41. 3 DIMENSIONAL DESIGN DeliveryFacilitation Visualization
  42. 42. It’s less about the deliverables and more about the client feeling included in the decision making.
  43. 43. 2: Understand 
 UX Patterns There are already standard UI/UX patterns for Mobile, responsive web and almost any device. • Do a competitive audit. • Ask you client’s what apps and sites they like. • Confirm pattern preferences with your client.
  44. 44. BKLYN A very complete template ready to go for our products. https://themes.shopify.com/themes/ brooklyn/styles/brooklyn/preview
  45. 45. Jumpstart Simple, designed for one 
 product but can be expanded. https://themes.shopify.com/themes/ jumpstart/styles/jumpstart
  46. 46. Simple Super simple, starts segmenting on the left menu. https://themes.shopify.com/themes/ jumpstart/styles/jumpstart
  47. 47. 3: Everything 
 is Story •Prioritize needs and create those stories first •Schedule a story session with your clients •Document and get approval Stories are the bridge from customer needs 
 to customer experience.
  48. 48. 54 Story Sequences Acts Sequences Sequences Sequences Sequences Acts Acts Sequences Scene Beats Scene Scene Scene Scene Scene Scene Scene Scene Scene Scene Scene
  49. 49. User Story First Name: John McRow Middle Aged Entrepreneur Find Out • Trusted Friend • Cool video • Get a feel Engage • Customer highlights • Secret members Only group • website • Private community • About us • Bio of founder Return • Content • Live help • Purchase • Sign up • newsletter Buy
 • Accessories for his bike • Get more info on a bike and come in to learn more 
 Share 
 • Reviews • Tell friend • Gift toolkit • Facebook Advocate
 • Has a big circle • He has big influence • They care about each other • Limited edition gifts
  50. 50. 4: Anchor Your Decisions Move forward gradually and anchor your next steps in the last deliverable you made. •“Mrs Client, based on the 3 priority needs we did XYZ.” •Use ‘If then’ logic. “If the brand attribute was X then the color is X.” •Make it visual and confirm often. “Can you hear me now?”
  51. 51. Define Brand Define Users Prioritize Goals Sitemap Wireframes Comps Prototype Development QA Anchors
  52. 52. More Important Less Important
  53. 53. 5: Confirm 
 Agreements At the end of each anchor confirm and reconfirm approval. In writing and with witnesses. •Use a signature form at the end of each deliverable. •Ask for confirmation before moving on to the next step. •Make things visual and easy to digest for your client.
  54. 54. 6: Validate with Real Users It’s not enough to use assumptions and client input. Talking to customers is the best UX tool ever. YUGE! •Get out of the office and go talk to customers. •Coordinate with your client to do customer interviews. •Get comfortable in a 3 way conversation with your client and their customers.
  55. 55. CASE STUDY 2
  56. 56. INCAE
  57. 57. theskool.co/collections/kits
  58. 58. @josecaballer @thechrisdo @theskoolrocks #theskool
  59. 59. theskool.co

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