UX Capabilities Presentation

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User Experience Capabilities


FM’s approach to UXSynthesize strategic insights from relevant sources of data to evolve product design.


Design is about solving problemsWe must first understand the problems before we start creating the design solution.


UX process➔ Understand the complexity of the client’s

business problem and their users’ needs.

➔ Solve the assessed problem by creating elegant, seamless designs.

➔ Test hypotheses to make sure problems are being adequately solved.

Strategy

Design

Implementation


UX detailed capabilities➔ Business context➔ Competitive/comparative assessment➔ Audience needs➔ Content strategy➔ Product roadmap definition and prioritization

➔ Information architecture➔ User flows➔ Wireframes and interaction design➔ Concept validation➔ Prototyping (for testing or visualizing for stakeholders)

➔ Usability testing➔ Analytics and optimization

Strategy

Design

Implementation


Strategy phaseSetting the context for design.


We have whiteboard “walls”


We have whiteboard “walls”And know how to use them.

We use in-depth stakeholder worksessions to jump-start our process. You know more than anyone about your competition, your consumers, and your business goals. And for us to be effective, we work with you so that we can know all of that crucial information, too.


Business context: goals and metricsWhy she’s valuableShe will likely be an early adopter, bringing all her friends with her.

What motivates herShe doesn’t have time to waste, so she wants an easy way to have real, unedited conversations with her close friends.

Why she’s over FacebookShe’s sick of fake “conversations” with fake “friends”.

What she needs from our product“I have many ‘friends’, but the friends I hang out with every weekend I want to have real conversations with. Also with my family and my French study group, because I don’t have time to stalk them on Facebook. I don’t want to observe, I want to really talk to them.”

Jessica, 20desperately seeking authenticity

Your business is important to us. We want you to succeed. Therefore, we spend time understanding what success means to you and figure out appropriate ways to measure that success.

The new application should break down organizational silos and get more people in the community actively involved in contributing data.

In six months, we want “lurkers” to become “contributors” and we want “contributors” to become “doers”: ➔ Increase return visits by 30%➔ Increase registration by 15%➔ Increase non-organization contributions by 25%

Project goals?


Competitive: market evaluationWe want to understand what your competition is doing right and wrong. We also want to understand how you’re differentiating your product, particularly if it’s a crowded landscape.


Audience needs: trendsBy looking at your data or scouring the internet for the most recent research, we uncover insights to help provide inspiration for design directions.

Referrals as Leads

17.8%of customers come from

referrals


Audience needs: personasWhy she’s valuableShe will likely be an early adopter, bringing all her friends with her.

What motivates herShe doesn’t have time to waste, so she wants an easy way to have real, unedited conversations with her close friends.

Why she’s over FacebookShe’s sick of fake “conversations” with fake “friends”.

What she needs from our product“I have many ‘friends’, but the friends I hang out with every weekend I want to have real conversations with. Also with my family and my French study group, because I don’t have time to stalk them on Facebook. I don’t want to observe, I want to really talk to them.”

Jessica, 20desperately seeking authenticity

Through various research techniques, we learn about the people who will be using your product. We develop a complex understanding of what motivates them and what things are crucial to their lives.


Audience needs: journey mapOur research process goes deeper than just individual snapshots of consumer needs. We address the larger system and scenarios in which various groups will interact with your product.


Audience needs: heuristic evaluationIf you already have a product, we will evaluate the current state of usability vis-à-vis industry best practices. These form hypotheses that we can test with analytics or deeper usability testing with consumers.


Content strategy: audit and mapWe fully assess all the content you currently have to highlight opportunities to make significant changes. This framework can also provide guidance to map content to a new content management system.


Roadmap: feature prioritizationNot all groups of people have the same needs. By associating features to the needs of a specific group, we more accurately prioritize, leading to clarity in the implementation roadmap.

Entering weekly timeAs a basic user, I need to be able to keep accurate track of the time I spend on a project.

Pain points Employee PM Resourcing

Hard to find the project code or make sure that I’m using the right project code.

10 8 NA

Projects are not listed in any type of order. 8 8 NA

There are lots of projects listed - can’t search for the one I need.

8 8 NA

No way of letting people know that my hours are up to date. 6 10 10

If I’ve submitted time, I need a way to go back and make corrections, and the let people know that I’ve done that.

4 10 10


Roadmap: feature prioritizationWe don’t believe in gratuitous post-it parties. We do believe in actively engaging with our clients in prioritization exercises to get to consensus about what features are in and what goes into the backlog.


Product brief: strategic summaryWe use our product brief to:➔ Provide the larger

context for the entire team.

➔ Ensure we have a clear assessment of your needs.

➔ Collaborate with clients in a living document.


Design phaseWhere the rubber meets the road.


Information architectureThrough site maps or application maps, we capture all the pages or screens (from the content audit if it’s an existing site). Then we detail the relationships between each page or screen.


User flowsThrough user flows, we understand and communicate how more complex interactions will occur. This also helps us make sure our designs are complete.


Designs: sketchesWhether it’s internally or collaboratively with your team, we use sketches to surface as many possible ideas as quickly as possible.


Designs: box wireframes & templatesBefore delving into the nitty-gritty details of all the content types and intricate functionality, we start to create basic layout templates or box wireframes. These are a quick and simple way to understand priorities and the structure of content and figure out breakpoints for mobile.


Designs: detailed wireframesOf course, we do wireframes! However, we do a lot before we get to them. That way, when you see the wireframes for the first time, we all agree what problem our design solves.


Concept testingWe like to test our concepts with actual users to validate our approach. This can be done in numerous ways from focus groups or interviews for soliciting feedback to putting up a “Coming Soon” storefront for measuring interest.


UI design: magicIf we’ve done our UX job right, our UI designers have all they need to create the design system for the final application. They have their own process, which is too detailed to compress here, and involves collaboration with UX. Needless to say, it’s not magic, but often seems like it is.

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Implementation phaseThe time for iteration.


Usability testing


Usability testing

You’re a business--our designs are meant to help you achieve your business goals. We can employ usability testing with prototypes or live code, during build or after it’s live to make sure that your customers can do what you need them to.


Analytics: dashboards and reportsWe work with you to help measure the success of your site. We’ll follow KPIs that directly relate to the goals we agreed to at the beginning of the project. And we’ll help you make sense of the numbers.

● Playing videos is tied to increased engagement

● Majority of videos are played on pages users are directed from ad push

● When users play other videos their time on site almost doubles


Analytics: optimizationWhen we find an item that just isn’t measuring up to how we’d expect, we investigate further and come up with some design solutions to help optimize.

● Optimize CTAs

By adding more context, the user doesn't even have to read the descriptive text above/beside it.

● Provide low commitment CTAs

Instead of sharing the whole page, the user can share restaurants or hotels with people they're planning their next trip. I'm not sure I would do social sharing (i.e., Facebook or Twitter), but an email form could be cool. It would send them the basic description and a link to the partner site.


Thank you!

UX Capabilities Presentation

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