Joins us on 10/3 - http://www.uie.com/events/virtual_seminars/design_as_business_tool/

1. Design as a Business
Tool:
Research
to
Experience Roadmap
JASON ULASZEK
@webbit

2. 2
THE BACKSTORY
ENGAGEMENT + INSIGHT + ITERATION
Here’s our take…

3. Step #1:

4. 4
STEP #1: DISCOVER
• Stakeholder interviews
Uncover the underlying business problem
and each stakeholders’ perspective.
• Competitive Assessment
Know where you need to make a
difference.
• Target audience interviews
Gather data to inform an understanding of
people’s needs.
SAMPLE ACTIVITIES

5. Step #2:

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Interaction Design
Concepts
Site Architecture Nomenclature Detailed Navigation
Personas Scenarios Use cases
Gap Analysis Product Concepts
Mental Model
STEP #2: DEFINE
The foundation for your roadmap

7. 7
STEP #2: DEFINE
• Build Mental Model
Collaboration is key in finding relevant
patterns.
• Align organization’s offerings with
mental model
Get a deep understanding of systems,
capabilities and offerings.
• Gap Analysis
Find gaps between what people expect
and what the organization really
provides them.
SAMPLE ACTIVITIES

8. 8
DEFINE

9. Step #3:

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STEP #3: DIRECT
Identify
Gather and document opportunities
identified through each project activity.
Assess
Determine evaluation criteria and
score each opportunity accordingly.
Prioritize
Identify opportunities to be done first
based on feasibility, importance.
Prioritize the opportunities

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CAPABILITIES:
› Advisor comments and
discussion
› Advisor site (registration
required)
› Content syndication
› Additional third-party content
› Targeted content delivery
CAPABILITIES:
› Tools for advisor analysis
› Multimedia content
› Client-facing content
› Social media and community
content development
› Feedback and surveys
› Event calendar
CAPABILITIES:
› Thought leadership, research
and insights content
› Credibility-enhancing content
(case studies, etc.)
› Tools and processes for
content maintenance
› Additional Contact Us/About
Us content
› Document accessibility
› Controlled vocabulary
CAPABILITIES:
› Updated site structure,
navigation and labeling
› Refreshed design/branding
› Mobile-friendly platform
› Content refresh/optimization
› Web analytics
STEP #3: DIRECT
Define the roadmap

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WRAP UP
Create a shared understanding