Webinar on UX ToolBox for Product Managers : UX-PM

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Sneak peak to UX-PM certification
UX Toolbox for Product & Project Managers
WEBINAR
12 October 2017
Expert Webinar Series
organized by

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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

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PeepalDesign is the UX partner for
customer/user obsessed companies

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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

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We all have good and bad experiences

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When you build cities without the context of end users…
You end up having Ghost Cities

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When you manufacture without understanding needs and expectations
You end up with Thousands of unsold inventory

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Bad UX
No User
No Business
Bad UX : : Bad economy

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A better experience from Apple

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An exciting experience from Google

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The pleasure of being part of your own captures

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The beginning of future cameras

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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

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Disney invested billions to create frictionless experience

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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

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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

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In all of the said
examples
user experience is the
key differentiator

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Think from the outside!
https://hbr.org/2009/06/a-framework-for-building-custo.html
☺X
User Centric Design

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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

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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.

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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

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UX Toolbox overview
Discover

Define
Design, Prototype

Develop

Deliver

Expert review
Experience mapping
Story boarding
Content strategy
Expert review
User tesCng
UI-UX Specs
Style guide
Test, QA measures
Iterations

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Lowest impact during development
Discover

Define
Design, Prototype

Develop
Build, Implement

Deliver

Time
Range of
influence

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UX activities can fit
into all development
methodologies

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UCD is applicable to waterfall projects
Discover

Define
Design, Prototype

Develop
Build, Implement

Deliver

Requirement
analysis
Design
ImplementaCon
TesCng
Maintenance
InstallaCon

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UX integration: Agile development
Sprint 2 Sprint 3 ....
Range of
influence
Sprint 1

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UX Toolbox
– Discovery Phase

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UX Toolbox overview
Discover

Define
Design, Prototype

Develop

Deliver

Expert review
Experience mapping
Story boarding
Content strategy
Expert review
User tesCng
UI-UX Specs
Style guide
Test, QA measures
Iterations

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UX Strategy
Discover

Define
Design, Prototype

Develop
Build, Implement

Deliver

Bus. analysis, benchmark, metrics
Expert review
Experience mapping
Story boarding
Content strategy
Expert review
User tesCng
UI-UX Specs
Style guide
Test, QA measures
Iteration
s

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UX Strategy
Voice of
Customer
VOC
Voice of Market
VOM
Voice of Business
VOB

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Diﬀerent visions of the product (1/4)
Each department has its own objectives...
Management Technology MarkeCng

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And its own idea of the final product or service...
Management Technology MarkeCng

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User experience tools and methods support them in
converging on a single, integrated vision.
Management
Technology
MarkeCng

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UX Scope: SeYng prioriCes
Very important
High impact
Easy
Little effort
Less important
Low impact
Difficult
Big effort

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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

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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

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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

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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

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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

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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

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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

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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

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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

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UX Toolbox overview
Discover

Define
Design, Prototype

Develop

Deliver

Expert review
Experience mapping
Story boarding
Content strategy
Expert review
User tesCng
UI-UX Specs
Style guide
Test, QA measures
Iterations

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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

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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

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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

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Offered in India & Certified by
Training Co-ordination
Partner

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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

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THANK YOU
@auropradhan
@peepaldesign
www.peepaldesign.com

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