Webinar on UX ToolBox for Product Managers : UX-PM
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The document outlines a webinar on UX-PM certification aimed at product and project managers, emphasizing the importance of user-centered design in creating meaningful experiences. It discusses various strategies and tools for integrating user experience into the development process, including insights from successful companies like Disney and Uber. The presentation also covers the principles of user-centered design, UX research methods, and elements essential for effective UX management.
Webinar on UX ToolBox for Product Managers : UX-PM
- 1. 1 Sneak peak to UX-PM certification UX Toolbox for Product & Project Managers WEBINAR 12 October 2017 Expert Webinar Series organized by
- 2. 2 18 years in Design Co-founder of peepaldesign.com Rapidux.com International trainer for UX-PM (UX certification for product managers) Background in Architecture, Visual Communication and Design Management UX professional Aurobinda Pradhan auro@peepaldesign.com 9886396287
- 3. 3 PeepalDesign is the UX partner for customer/user obsessed companies
- 4. 4 Disclaimer: I have used some images from Google image search without accreditation. If anybody has objections, I will be happy to replace the images and/or provide rightful credit wherever applicable
- 5. 5 We all have good and bad experiences
- 6. 6 When you build cities without the context of end users… You end up having Ghost Cities
- 7. 7 When you manufacture without understanding needs and expectations You end up with Thousands of unsold inventory
- 8. 8 Bad UX No User No Business Bad UX : : Bad economy
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- 12. 12 A better experience from Apple
- 13. 13 An exciting experience from Google
- 14. 14 The SLR
- 15. 15 The DSLR
- 16. 16 The GoPro
- 17. 17 The pleasure of being part of your own captures
- 18. 18 The beginning of future cameras
- 19. 19 Clip camera with AI
- 20. 20 What the business wants to sell UX What business wants to sell How it is conceived & designed How it is developed/ executed How it is sold and supported What user’s want
- 21. 21 Disney invested billions to create frictionless experience
- 22. 22 Mid 2015, #Uber made a historic decision and enabled cash handoff experience in India. As of mid 2017 about 65% of #Uber's revenue from India is from cash payments. http://brandequity.economictimes.indiatimes.com/ news/business-of-brands/at-65-uber-sees-more- cash-payments-than-ola/59555569 Uber survived in India by understanding how people would like to pay
- 23. 23 UX is more than pixel perfect user interfaces. Users look for meaning in an experience. For example Airbnb optimizes search results based on how likely the host will accept the request. Awesome experiences forced Governments to enforce policies
- 24. 24 In all of the said examples user experience is the key differentiator
- 26. 262 Principles of User-Centred Design (UCD): https://hbr.org/2009/06/a-framework-for-building-custo.html ☺ 1 2 Adapt the product or service to the end user Establish a common vision before the product takes shape
- 27. 27 ISO 9241-210 6 key principles that will ensure a design is user-centred: 1. The design is based upon an explicit understanding of users, tasks and environments. 2. Users are involved throughout design and development. 3. The design is driven and refined by user-centered evaluation. 4. The design addresses the whole user experience. 5. The process is iterative. 6. The design team includes multidisciplinary skills and perspectives.
- 28. 28 UX Toolbox : 4D Discover Strategy, Vision, Research Define Design, Prototype Develop Finalise, Build, Implement Deliver Launch, Deploy, Measure Bus analysis, benchmark, metrics Stakeholder interviews UX strategy methods and workshops Expert review UX research : quanCtaCve & qualitaCve Personas and scenarios Experience mapping IdeaCon/co-creaCon workshops Story boarding Content strategy InformaCon architecture Wireframing, prototyping Visual design, brand Expert review User tesCng UI-UX Specs Style guide Test, QA measures UX Support during development Iteration s
- 29. 29 UX Toolbox overview Discover Strategy, Vision, Research Define Design, Prototype Develop Finalise, Build, Implement Deliver Launch, Deploy, Measure Bus analysis, benchmark, metrics Stakeholder interviews UX strategy methods and workshops Expert review UX research : quanCtaCve & qualitaCve Personas and scenarios Experience mapping IdeaCon/co-creaCon workshops Story boarding Content strategy InformaCon architecture Wireframing, prototyping Visual design, brand Expert review User tesCng UI-UX Specs Style guide Test, QA measures UX Support during development Iterations
- 30. 303 Lowest impact during development Discover Strategy, Vision, Research Define Design, Prototype Develop Build, Implement Deliver Launch, Deploy, Measure Time Range of influence
- 31. 313 UX activities can fit into all development methodologies
- 32. 323 UCD is applicable to waterfall projects Discover Strategy, Vision, Research Define Design, Prototype Develop Build, Implement Deliver Launch, Deploy, Measure Requirement analysis Design ImplementaCon TesCng Maintenance InstallaCon
- 34. 343 UX integration: Agile development Sprint 2 Sprint 3 .... Range of influence Sprint 1
- 35. 353 UX Toolbox – Discovery Phase
- 36. 36 UX Toolbox overview Discover Strategy, Vision, Research Define Design, Prototype Develop Finalise, Build, Implement Deliver Launch, Deploy, Measure Bus analysis, benchmark, metrics Stakeholder interviews UX strategy methods and workshops Expert review UX research : quanCtaCve & qualitaCve Personas and scenarios Experience mapping IdeaCon/co-creaCon workshops Story boarding Content strategy InformaCon architecture Wireframing, prototyping Visual design, brand Expert review User tesCng UI-UX Specs Style guide Test, QA measures UX Support during development Iterations
- 37. 37 UX Strategy Discover Strategy, Vision, Research Define Design, Prototype Develop Build, Implement Deliver Launch, Deploy, Measure Bus. analysis, benchmark, metrics Stakeholder interviews UX strategy methods and workshops Expert review UX research : quanCtaCve & qualitaCve Personas and scenarios Experience mapping IdeaCon/co-creaCon workshops Story boarding Content strategy InformaCon architecture Wireframing, prototyping Visual design, brand Expert review User tesCng UI-UX Specs Style guide Test, QA measures UX Support during development Iteration s
- 39. 39 Different visions of the product (1/4) Each department has its own objectives... Management Technology MarkeCng
- 40. 40 Different visions of the product (2/4) And its own idea of the final product or service... Management Technology MarkeCng
- 41. 41 Different visions of the product (3/4) User experience tools and methods support them in converging on a single, integrated vision. Management Technology MarkeCng
- 42. 42 UX Scope: SeYng prioriCes Very important High impact Easy Little effort Less important Low impact Difficult Big effort
- 43. 43 INITIATE . INVESTIGATE . ILLUSTRATE . ALIGN . DESIGN . VALIDATE . ITERATE User Research Depending on the unique challenge to be addressed conducting user research and understanding experiential challenges that are coming in between user goal and the offering. user research includes 1. Planning 2. Screener 3. Recruitment 4. Lab and testing infrastructure 5. Moderation 6. Mystery shopping 7. Lab testing 8. Field research 9. Analysis & Reports
- 44. 44 INITIATE . INVESTIGATE . ILLUSTRATE . ALIGN . DESIGN . VALIDATE . ITERATE Expert review In case you have one or more of the following issues, you may consider getting an expert review done for your product. 1. No access to end user 2. You think some of the issues are obvious and doesn’t require user input 3. You are fine with fixing just 30% of the UX issues. (Expert review can be efficient upto 30%) 4. You have budget constraint for doing a formal user study 5. You want the usability study to focus on few key areas and leave the rest on expert reviews. Deliverables 1. Review report Look for formating option Here it is But where is the option? I want to change the PPT format to 4:3
- 45. 45 INITIATE . INVESTIGATE . ILLUSTRATE . ALIGN . DESIGN . VALIDATE . ITERATE UX Benchmarking Benchmarking is comparing one's business processes and performance metrics to industry bests and best practices from other companies. Dimensions typically measured are quality, time and cost. In the process of best practice benchmarking, management identifies the best firms in their industry, or in another industry where similar processes exist, and compares the results and processes of those studied (the "targets") to one's own results and processes. In this way, they learn how well the targets perform and, more importantly, the business processes that explain why these firms are successful. Deliverables 1. UX Benchmark report Number of clicks Number of page views Task Confidence SUS NPS TASK COMPLETION TASK TIME SATISFACTION
- 46. 46 INITIATE . INVESTIGATE . ILLUSTRATE . ALIGN . DESIGN . VALIDATE . ITERATE Persona Creation A Persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like. A Persona is based on the user research and incorporates the needs, goals, motivations, pain points and behavior pattern of target user segment. Proto Persona is a provisional representation of the user segment created based on the best imagination of the customer archetype. They are not the outcome of the user research. Proto Personas give a starting point from which to begin evaluating a product or a service and to create early design hypothesis. Deliverables 1. Proto and Research Personas
- 47. 47 INITIATE . INVESTIGATE . ILLUSTRATE . ALIGN . DESIGN . VALIDATE . ITERATE Journey Mapping User journey maps help in understanding the customer’s emotional experience interacting with the company’s product or a service. Here is a sample journey map for a CISO while trying to get a sense of security status across the organization. The opportunity can point to building a mobile solution to changing the way data flows across the hierarchy. Deliverables 1. Proto Journey Map 2. Research Journey Map 3. Elegantly Visualized Journey Map
- 48. 48 INITIATE . INVESTIGATE . ILLUSTRATE . ALIGN . DESIGN . VALIDATE . ITERATE Product Experience Matrix Product experience matrix allows to map various personas against various experiences offered by a product/service. This helps in identifying primary and secondary personas faster Deliverables 1. Analysis and prioritization of experiences to be designed
- 49. 49 INITIATE . INVESTIGATE . ILLUSTRATE . ALIGN . DESIGN . VALIDATE . ITERATE User Story Map User story maps help you in staying focused on users and their needs without getting lost in the enthusiasm for individual product features. Follows the 4 steps that we can help you with 1. Problem identification through co- ideation workshops 2. Divergent ideation and finding solution 3. Conversion and prioritization 4. Monitor project progress through the map Deliverables 1. Conduct co-ideation workshop 2. User story map As a I want to So that Person Action Expected Outcome
- 50. 50 INITIATE . INVESTIGATE . ILLUSTRATE . ALIGN . DESIGN . VALIDATE . ITERATE Idea generation and concept creation The truth is in eating the pudding. Armed with a deep understanding of the user, their context and problem statements, generate ideas and create concepts that can be tested and iterated upon. 1. Alignment workshop 2. Co-ideation/Design thinking workshop 3. Storyboarding 4. Opportunity Identification 5. Wireflows 6. Low fidelity prototype for stakeholder alignment, quick validation and faster iteration
- 51. 51 INITIATE . INVESTIGATE . ILLUSTRATE . ALIGN . DESIGN . VALIDATE . ITERATE Prototyping & UI Specification Simulate the most critical flow of user experience. 1. Co-creation 2. Wireframing 3. Solutioning & interactive prototype 4. Feedback driven iterations 5. Collaboration with business, marketing and development team to drive practical user experience 6. Process, milestone, workshop and iteration driven approach to align with stakeholder vision and end user delight 7. Responsive and modular design approach to support cross channel experience and UI scaling 8. Design specification
- 52. 52 UX Toolbox overview Discover Strategy, Vision, Research Define Design, Prototype Develop Finalise, Build, Implement Deliver Launch, Deploy, Measure Bus analysis, benchmark, metrics Stakeholder interviews UX strategy methods and workshops Expert review UX research : quanCtaCve & qualitaCve Personas and scenarios Experience mapping IdeaCon/co-creaCon workshops Story boarding Content strategy InformaCon architecture Wireframing, prototyping Visual design, brand Expert review User tesCng UI-UX Specs Style guide Test, QA measures UX Support during development Iterations
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- 55. 55 UX-PM 1: UX Adoption Learning Objectives: ● Cognitive sciences, usability, user experience ● Emotions, emotional design, persuasion, empathy ● UX in a project and the importance of listening to the 3 voices ● User Centred Design methodology and UX main activities ● Usability Audit and heuristics ● The impact of user research, bridging personas and experience map ● UX as a vector of communication and how to sell UX 55
- 56. 56 UX-PM 2: UX Execution Learning Objectives: ● How to integrate UX on a project, based on operational and financial issues of the organisation ● How to ensure the user’s perspective is taken into account through human-centered design ● Service Design (products versus services), from service to blueprint ● Workshop on the Design Value Proposition ● Various user research methods (surveys, focus-groups, ethnography, one-on-one interviews, usability testing) ● Interaction design, graphic design and prototyping
- 57. 57 Learning objec8ves: ● Optimise your UX investment at each phase of the development cycle ● Create a business case for a UX budget framework ● Build or recruit a UX team for a project ● Create a UX brief ● Apply UX methods to improve the quality of services/product, plan your UX project, communicate efficiently with your UX team throughout the project ● UX quality, UX objectives, UX metrics and key performance indicators UX-PM 3: UX Leadership
- 58. 58 Offered in India & Certified by Training Co-ordination Partner
- 59. 59 For more information please reach out to uxpm@peepaldesign.com Uxpm-peepal@springpeople.com For further details on UX-PM go to www.ux-pm.com