I feel a little bad for the static wireframe. It's had a bad year. In fact, UX deliverables in general have had a bad couple of years. There's a growing skepticism about the value of Personas and other traditional UX artefacts, as well as an onslaught of "get out of the deliverables business" refrains from Lean methodologies.
All of this led me to lots of introspection about deliverables, and if it’s actually possible to create deliverables that are useful to help create better products.
In this talk I’ll tell our story. How we stripped down all our deliverables to almost nothing, and then started building it all up again slowly by asking ourselves, “What is absolutely necessary for us to do a great job?” I’ll discuss some of the deliverables we’ve since created (such as Expanded Journey Maps and Content Slice Diagrams), how they’re useful to us, and how you might be able to use them in your design process as well.
We’ve come to realise that not all UX deliverables are bad. Only bad deliverables are bad.
3. Source: DANCAD3D
To view the model from any desired point
To produce standard and auxiliary views
To create perspective views more easily
To analyze distances within the structure
To check tolerances and interference
To decrease the number of prototypes required
To edit the model
17. How do you know where to start?
And what about that thing
we all want to believe
doesn’t exist?
19. “A bias for making doesn’t mean the
team never plans. On the contrary,
plans happen fluidly throughout the
entire design process. The difference
is they are evolving as the team learns
from the process of making.”
— Jared Spool
bias for making
20. “Agile/lean has helped people
debunk the ‘big upfront design’
phase, but far too many
replace it with nothing.”
— Giff Constable
24. “If I had an hour to solve a problem
and my life depended on the solution, I
would spend the first 55 minutes
determining the proper question to
ask, for once I know the proper
question, I could solve the problem in
less than five minutes.”
— Albert Einstein
25. Expanded
USPs What makes us different?
Journey How do personas interact?
Questions What questions will they have?
Takeaways What does it mean for design?
Content plan What goes on each page?
customer journey map
26. PurchaseDiscover Choose Re-engage
Journey
model
Takeaways
and key
principles
Unique
selling
points
Convenience
No need to go anywhere
Easy online ordering
Variety
Order from multiple restaurants
Get peripheral items
Trust
Accurate and transparent pricing
Continuous order updates
Versatile
Food for any occasion
Not just fast food
Journey
stages
Home
Cart
Contact details and
Payment
Confirmation
Add to cart
Account
(incl tracking)
Post-sales
Search
Organic
Brand awareness
Name search
Food search
Restaurant search
"Delivery" search
Word of mouth
Online ads
SEM
Display
Retargeting
Social media
Newsletters
Other
Brochures
Confirm address &
branch
Orders
Explain the value of using Mr. D
— Convenience
— Variety
— Transparency
Address entry needs to be really easy and accurate
Log in
Newsletters
Loyalty program
Restaurant ratings
Social media
Build trust
— Up-to-date prices
— Transparent fees
— Accurate stock levels
Help customers figure out what they want to eat as
quickly as possible
Cart with running order should always be visible
Provide restaurant reviews
— Use Foursquare API?
Allow filtering results by metadata:
— Price
— Type
— Ingredients
— Dietary preference
Provide recommendations:
— Similar food
— Similar restaurants
— "See more of this"
— What others with similar tastes have ordered
Design a photo and no-photo view
Choose between delivery and pick-up at this point Request as little information as possible at this
point — focus on completing the purchase
Ask for order progress notification preference:
— SMS
— Email
— None (only on the site)
On the confirmation page:
— Prompt new users to create a password for
easy registration
— Show what happens next
— Easy access to order progress
— Encourage to connect on social media
— Build awareness for favourites/recurring orders
While an order is in progress, the Account area
should focus on order updates
Provide access to order history, including the
ability to cancel the order online (up to a point)
Prompt users to create a recurring order from
any past orders
Surface favourites for easy re-ordering
Create multiple profiles (branches/addresses)
Pick-up
Cheaper and faster
All online, no need to phone
Questions
Follow up with good content:
— Restaurant/food recommendations
— Restaurant reviews
— Prompt new users to register
Browse area
(Restaurants + food)
Expanded food item view
Expanded food item view
Enter delivery
address
Enter search
term
Browse
area
New user
Existing
user
Registration
Prompt to create
an account
Reviews
Order summary
Delivery / Pick-up?
Delivery
Pick-up
Cart with running order should always be visible
This is a good place to upsell to peripheral items
like milk and cigarettes.
Don't force registration upfront — provide easy
guest checkout
Order update notification
preference
Favourites
Recurring orders
History
What should I eat?
Which restaurants deliver food in my area?
What kind of food can I get here?
Are there any deals/specials at the moment?
How do I know I will get the food?
Do they deliver to my door?
What are the costs (delivery, processing, etc.)?
How long will it take to get here?
Can I order from multiple restaurants?
Can I pay online?
Why should I order from this place? Is it worth it?
Is this a good restaurant?
What other restaurants serve this kind of food?
If I like this, what other food should I try?
What is the food going to look like?
What ingredients does this food have?
Can I remove/swap out ingredients?
Can I add extra toppings?
Nutritional information?
How much does it cost?
What is the total cost?
Do I have to create an account to order?
Can I add some café items to my order?
What is the total cost?
How much do I save if I pick it up?
How long will it take to get here?
How can I stay up to date on the progress?
What happens now?
What do I do if there are problems?
Can I cancel or make any last-minute changes?
Can I save this as a favourite order?
Can I set this up as a recurring order?
How do I cancel an order?
How do I create favourite orders?
How do I create a recurring order?
What are they going to do with my information?
Expanded view
— Quantity
— Size
— Photo
— Toppings
— Choices (hot/medium, chips/salad, etc)
Assign default
branch
Content
plan Home Search results Browse area
Restaurant
page
Review module
Food item
module
Message
— Convenience (copy)
— Variety (image)
— Transparency (copy =
stats, and process)
Functions
— address field
(mandatory)
— search field (optional)
Current promotions
Default display = food item
results (grouped by
restaurant)
— filter by price
— filter by ingredients
— filter by food type
View restaurants
— filter by pickup / delivery
— filter by food type
View food types
Indicators
— PIck-up / delivery
— Marked-up / Not
— specials
— featured (revenue
stream for MrD)
— list of restaurants (with
icons indicating pickup
and/or delivery)
— link to nearby areas
List Item
— item name
— image (optional)
— base price
— ingredients
—“read more” button to
activate full view
Full view
— item name
— image (optional)
— base price
— ingredients
— add-ons with individual
prices
— quantity field
— nutritional info
(optional)
— total price
— add to cart button
— blurb (include relevant
info on food prep.)
— address
— operating hours
— indicate pickup and/or
delivery
— images
— menu sections, with
food modules. All
sections on one page
Summary
— average rating
— sample reviews (best and worst)
Review listings
— default display: reverse chronological order
— filter by rating
— individual reviews (as per fields in submission form
below)
Review submission form
— Title/subject
— Blurb
— Rating
— Name (optional) = prepopulated when logged in
Pull in data from Foursquare API?
Cart
Reco's
module
Summary Payment Confirmation
Registration
confirmation
Quick
registration
Account
Addresses
Orders
History
Favourites
Recurring
Manage
recurring order
Past
communication
Past reviews
— items default to list
view, but can expand
(food module item)
— change quantities
— remove item
— suggestions to add
drinks, corner cafe items
— choose pickup or
deliver
— choose delivery date/
time if not immediate
— confirm address
— phone number and
email address
— CC
— COD
— voucher
— Select how to track order
— confirm payment received (if
CC)
— confirm order has gone through
— display summary of order
— instructions on how to cancel
(and time frame)
— instructions how to track order
— persuasive copy: register (you
can add to favourites, create
recurring order, and keep a
record of your orders)
— email address: should
be pre-populated
— field: password, and
confirm password
— copy notifying user of
confirmation email
— summary of addresses/profiles
and orders
— current order info, if order in
progress
— view / edit
— create new
— individual profile
- title
- address
- phone number
— Order status (if in
progress)
— default listed by date
— sort/filter by restaurant
— sort/filter by address profile
— create favourite order
— create recurring order
— reorder (add to cart)
— edit
— reorder (add to cart)
— individual food items
Create
— frequency
— duration
Edit existing
— edit
— reorder (add to cart)
— list of orders
— create recurring order
— list of all reviews
— default by date (reverse
chronology)
— filter by restaurant
— filter by rating
— list of all communication through the
site (online form)
— reverse chronological order
USPs
Journey
Questions
Takeaways and key principles
Content plan
27. PurchaseDiscover Choose Re-engage
Journey
model
Takeaways
and key
principles
Unique
selling
points
Convenience
No need to go anywhere
Easy online ordering
Variety
Order from multiple restaurants
Get peripheral items
Trust
Accurate and transparent pricing
Continuous order updates
Versatile
Food for any occasion
Not just fast food
Journey
stages
Home
Cart
Contact details and
Payment
Confirmation
Add to cart
Account
(incl tracking)
Post-sales
Search
Organic
Brand awareness
Name search
Food search
Restaurant search
"Delivery" search
Word of mouth
Online ads
SEM
Display
Retargeting
Social media
Newsletters
Other
Brochures
Confirm address &
branch
Orders
Explain the value of using Mr. D
— Convenience
— Variety
— Transparency
Address entry needs to be really easy and accurate
Log in
Newsletters
Loyalty program
Restaurant ratings
Social media
Build trust
— Up-to-date prices
— Transparent fees
— Accurate stock levels
Help customers figure out what they want to eat as
quickly as possible
Cart with running order should always be visible
Provide restaurant reviews
— Use Foursquare API?
Allow filtering results by metadata:
— Price
— Type
— Ingredients
— Dietary preference
Provide recommendations:
— Similar food
— Similar restaurants
— "See more of this"
— What others with similar tastes have ordered
Design a photo and no-photo view
Choose between delivery and pick-up at this point Request as little information as possible at this
point — focus on completing the purchase
Ask for order progress notification preference:
— SMS
— Email
— None (only on the site)
On the confirmation page:
— Prompt new users to create a password for
easy registration
— Show what happens next
— Easy access to order progress
— Encourage to connect on social media
— Build awareness for favourites/recurring orders
While an order is in progress, the Account area
should focus on order updates
Provide access to order history, including the
ability to cancel the order online (up to a point)
Prompt users to create a recurring order from
any past orders
Surface favourites for easy re-ordering
Create multiple profiles (branches/addresses)
Pick-up
Cheaper and faster
All online, no need to phone
Questions
Follow up with good content:
— Restaurant/food recommendations
— Restaurant reviews
— Prompt new users to register
Browse area
(Restaurants + food)
Expanded food item view
Expanded food item view
Enter delivery
address
Enter search
term
Browse
area
New user
Existing
user
Registration
Prompt to create
an account
Reviews
Order summary
Delivery / Pick-up?
Delivery
Pick-up
Cart with running order should always be visible
This is a good place to upsell to peripheral items
like milk and cigarettes.
Don't force registration upfront — provide easy
guest checkout
Order update notification
preference
Favourites
Recurring orders
History
What should I eat?
Which restaurants deliver food in my area?
What kind of food can I get here?
Are there any deals/specials at the moment?
How do I know I will get the food?
Do they deliver to my door?
What are the costs (delivery, processing, etc.)?
How long will it take to get here?
Can I order from multiple restaurants?
Can I pay online?
Why should I order from this place? Is it worth it?
Is this a good restaurant?
What other restaurants serve this kind of food?
If I like this, what other food should I try?
What is the food going to look like?
What ingredients does this food have?
Can I remove/swap out ingredients?
Can I add extra toppings?
Nutritional information?
How much does it cost?
What is the total cost?
Do I have to create an account to order?
Can I add some café items to my order?
What is the total cost?
How much do I save if I pick it up?
How long will it take to get here?
How can I stay up to date on the progress?
What happens now?
What do I do if there are problems?
Can I cancel or make any last-minute changes?
Can I save this as a favourite order?
Can I set this up as a recurring order?
How do I cancel an order?
How do I create favourite orders?
How do I create a recurring order?
What are they going to do with my information?
Expanded view
— Quantity
— Size
— Photo
— Toppings
— Choices (hot/medium, chips/salad, etc)
Assign default
branch
Content
plan Home Search results Browse area
Restaurant
page
Review module
Food item
module
Message
— Convenience (copy)
— Variety (image)
— Transparency (copy =
stats, and process)
Functions
— address field
(mandatory)
— search field (optional)
Current promotions
Default display = food item
results (grouped by
restaurant)
— filter by price
— filter by ingredients
— filter by food type
View restaurants
— filter by pickup / delivery
— filter by food type
View food types
Indicators
— PIck-up / delivery
— Marked-up / Not
— specials
— featured (revenue
stream for MrD)
— list of restaurants (with
icons indicating pickup
and/or delivery)
— link to nearby areas
List Item
— item name
— image (optional)
— base price
— ingredients
—“read more” button to
activate full view
Full view
— item name
— image (optional)
— base price
— ingredients
— add-ons with individual
prices
— quantity field
— nutritional info
(optional)
— total price
— add to cart button
— blurb (include relevant
info on food prep.)
— address
— operating hours
— indicate pickup and/or
delivery
— images
— menu sections, with
food modules. All
sections on one page
Summary
— average rating
— sample reviews (best and worst)
Review listings
— default display: reverse chronological order
— filter by rating
— individual reviews (as per fields in submission form
below)
Review submission form
— Title/subject
— Blurb
— Rating
— Name (optional) = prepopulated when logged in
Pull in data from Foursquare API?
Cart
Reco's
module
Summary Payment Confirmation
Registration
confirmation
Quick
registration
Account
Addresses
Orders
History
Favourites
Recurring
Manage
recurring order
Past
communication
Past reviews
— items default to list
view, but can expand
(food module item)
— change quantities
— remove item
— suggestions to add
drinks, corner cafe items
— choose pickup or
deliver
— choose delivery date/
time if not immediate
— confirm address
— phone number and
email address
— CC
— COD
— voucher
— Select how to track order
— confirm payment received (if
CC)
— confirm order has gone through
— display summary of order
— instructions on how to cancel
(and time frame)
— instructions how to track order
— persuasive copy: register (you
can add to favourites, create
recurring order, and keep a
record of your orders)
— email address: should
be pre-populated
— field: password, and
confirm password
— copy notifying user of
confirmation email
— summary of addresses/profiles
and orders
— current order info, if order in
progress
— view / edit
— create new
— individual profile
- title
- address
- phone number
— Order status (if in
progress)
— default listed by date
— sort/filter by restaurant
— sort/filter by address profile
— create favourite order
— create recurring order
— reorder (add to cart)
— edit
— reorder (add to cart)
— individual food items
Create
— frequency
— duration
Edit existing
— edit
— reorder (add to cart)
— list of orders
— create recurring order
— list of all reviews
— default by date (reverse
chronology)
— filter by restaurant
— filter by rating
— list of all communication through the
site (online form)
— reverse chronological order
28. Discover Choose
Journey
model
Unique
selling
points
Convenience
No need to go anywhere
Easy online ordering
Variety
Order from multiple restaurants
Get peripheral items
Trust
Accurate and transparent pricing
Continuous order updates
Versatile
Food for any oc
Not just fast
Journey
stages
Home
Search
Organic
Brand awareness
Name search
Food search
Restaurant search
"Delivery" search
Word of mouth
Online ads
SEM
Display
Retargeting
Social media
Newsletters
Other
Brochures
Browse area
(Restaurants + food)
Expanded food
Expanded food ite
Enter delivery
address
Enter search
term
Browse
area
Reviews
Assign default
branch
29. Discover Choose
Journey
model
Unique
selling
points
Convenience
No need to go anywhere
Easy online ordering
Variety
Order from multiple restaurants
Get peripheral items
Trust
Accurate and transparent pricing
Continuous order updates
Versatile
Food for any oc
Not just fast
Journey
stages
Home
Search
Organic
Brand awareness
Name search
Food search
Restaurant search
"Delivery" search
Word of mouth
Online ads
SEM
Display
Retargeting
Social media
Newsletters
Other
Brochures
Browse area
(Restaurants + food)
Expanded food
Expanded food ite
Enter delivery
address
Enter search
term
Browse
area
Reviews
Assign default
branch
30. Takeaways
and key
principles
Home
Display
Retargeting
Social media
Newsletters
Other
Brochures
Explain the value of using Mr. D
— Convenience
— Variety
— Transparency
Address entry needs to be really easy and accurate
Build trust
— Up-to-date prices
— Transparent fees
— Accurate stock levels
Help customers figure out what they want to eat as
quickly as possible
Cart with running order should always be visible
Provide restaurant reviews
— Use Foursquare API?
Allow filtering results by metadata:
— Price
— Type
— Ingredients
— Dietary preference
Provide recommendations:
— Similar food
Questions
Browse area
(Restaurants + food)
Expanded food ite
Enter delivery
address
Browse
area
Reviews
What should I eat?
Which restaurants deliver food in my area?
What kind of food can I get here?
Are there any deals/specials at the moment?
How do I know I will get the food?
Do they deliver to my door?
What are the costs (delivery, processing, etc.)?
How long will it take to get here?
Can I order from multiple restaurants?
Can I pay online?
Why should I order from this place? Is it worth it?
Is this a good restaurant?
What other restaurants serve this kind of food?
If I like this, what other food should I try?
What is the food goin
What ingredients do
Can I remove/swap o
Can I add extra topp
Nutritional informati
How much does it co
Assign default
branch
31. diagram
Content slice
Content topic Taken from journey map
Content hierarchy Decide what’s important
Optional content Decide what can be left out
Consistency What is similar across pages
Calls to action Keep focus on end goal
32. Header
Search
Link to previous page
Page type (e.g. "Accommodation")
Icon and Title
Point form summary
Gallery
Subhead
Information chunk 1
Expert review
Call to action
List of Journeys
Location map
Information chunk 2
Call to action
Accommodation
Header
Search
Link to previous page
Page type (e.g. "Accommodation")
Icon and Title
Point form summary
Gallery
Subhead
Information chunk 1
List of Journeys
Call to action
Information chunk 2
Information chunk 3
Call to action
Things to do
Header
Search
Link to previous page
Page type (e.g. "Accommodation")
Icon and Title
Gallery
Subhead
Information chunk 1
List of Journeys
Call to action
Information chunk 2
Information chunk 3
Call to action
Experience
Header
Search
Link to previous page
Page type (e.g. "Accommodation")
Icon and Title
Gallery
Subhead
Information chunk 1
List of Journeys
Call to action
Location map
Information chunk 2
Information chunk 3
Call to action
Country
Header
Search
Link to previous page
Page type (e.g. "Accommodation")
Icon and Title
Gallery
Subhead
Information chunk 1
List of Journeys
Call to action
Location map
Information chunk 2
Insider information
Call to action
Location (destination)
Header
Search
Link to previous page
Page type (e.g. "Accommodation")
Icon and Title
Gallery
Subhead
Information chunk 1
List of Journeys
Call to action
Location map
Information chunk 2
Call to action
Location (pass)
Insider informationInsider informationInsider information
Traveler feedback Traveler feedback Traveler feedback Traveler feedback Traveler feedback Traveler feedback
Optional modules
34. 3 projects completed (so far)
Faster design cycle
Fewer usability issues
Better arguments
Longer initial lead time
Can be abused
Good Evil
Easy to get distracted
100% device agnostic
37. ask yourself
So
Do we all agree on what we’re making,
and who we’re making it for?
Do we have what we need to avoid
unnecessary rework?
Are our initial assumptions based on
user data?
41. Attribution
Icons from The Noun Project:
!
• Robot by Simon Child
• Evil by Jim Lears
• Saint by Jim Lears
• Speedometer by Prerak Patel
• Rocket by Benni
• Thumbs Up by Chris Brunskill
• Argument by Michael Thompson
• Collaboration by Krisada
• Map by Mickey Godfrey
!