CORE MASTERCLASS
CORE MASTERCLASSST
USER EXPERIENCE
@josecaballer @thechrisdo
@theskoolrocks #theskool
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Agenda1. 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)
Jose Caballer Chief Education Officer The Skool
YOU
At the CORE of UX
THE CHANGING ROLE OF THE DESIGNER
CEO
Design Manager
Marketing Manager
Tech Manager
Designer
CEO
Design
Marketing
Designer Tech
OLD TIMES TODAY
Before Now
Before Now
SCARY
Confidence Leadership
Communication Facilitation
Setting the Frequency
©2015 The Skool
It’s about controlling the flow of decisions
It’s a conversation
Look & Feel?
Customer Needs?
Business Goals?
Features?
Comps
Revisions
Revisions
Define Brand
Define Users
Prioritize Goals
Sitemap
Wireframes
Comps
Prototype
Development
QA
Step by Step.
Brand
User Goals
Who we are
Our customers needs
Our business goals
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The Brand The User Goals
CASE STUDY 1
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Agenda
05:00 - 05:10 Intros05:10 - 05:25 Victor Introduces Moto Di Santa Monica and the project. 05:25 - 05:45 Alignment Exercise05:45 - 06:15 Brand Attributes Exercise06:15 - 06:30 Break06:30 - 07:30 Customer Profiles07:30 - 08:30 Goals Prioritization (Features)08:30 - 09:00 Wrap up Exercise - Reflection
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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-FactorHow 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?
AdventurousRebelPassionateGafFamilyCaring
Expressive SophisticateProfessionalRisk Taking Don’t Fit
FriendAdventurousAuthenticGenuineWiseGuide
ExcitedSafeUniqueImportantPart Of A Circle
Grow CommunityStatusExclusiveMore EducatedGuidanceInformed Equipped
ExperienceExclusive Inclusive Sage AdviceTrusted Firm
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.
User ProfileDemographics
• 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 McRowMiddle Aged Entrepreneur
RevenueTerm 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
AwarenessTerm 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
EfficiencyTerm 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
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
CORE is the foundation for the conversation
Now you have to use the foundation to direct your project
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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.
©2015 Chris Do 44
3 DIMENSIONAL DESIGN
DeliveryFacilitation
Visualization
It’s less about the deliverables and more about the client feeling included in the decision making.
2: Understand UX PatternsThere 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.
BKLYNA very complete template
ready to go for our
products.
https://themes.shopify.com/themes/brooklyn/styles/brooklyn/preview
JumpstartSimple, designed for one product but can be
expanded.
https://themes.shopify.com/themes/jumpstart/styles/jumpstart
SimpleSuper simple, starts
segmenting on the left
menu.
https://themes.shopify.com/themes/jumpstart/styles/jumpstart
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.
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Story
Sequences
Acts
Sequences Sequences Sequences Sequences
Acts Acts
Sequences
Scene
Beats
Scene Scene Scene Scene Scene Scene Scene Scene Scene Scene Scene
User StoryFirst Name: John McRowMiddle 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
4: Anchor Your DecisionsMove 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?”
Define Brand
Define Users
Prioritize Goals
Sitemap
Wireframes
Comps
Prototype
Development
QA
Anchors
More Important
Less Important
5: Confirm AgreementsAt 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.
6: Validate with Real UsersIt’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.
CASE STUDY 2
INCAE
theskool.co/collections/kits
@josecaballer @thechrisdo
@theskoolrocks #theskool
theskool.co