Activities, Principles and Practices of the UX Team.

1. User
experience.
Setting guide, activities, principles
and practices of the UX area in PayU Brazil.

2. Proposal
Operation
Roles
Methods
Tools
Agility
Manifesto
1.
2.
3.
4.
5.
6.
7.

3. 1. proposal

4. User experience.
PROPOSAL
We simplify the way people conduct financial
transactions, making the experience with
our brand something memorable
and effective in an environment that is
becoming increasingly competitive and
complex.

5. 2. operation

6. How and in
which areas
UX is in.
OPERATION IT PRODUCT
MARKETING
USER
SALES
UX
IT, Product, Sales and Marketing
are the areas which UX made a
huge contact. User figure appears
in the role of Customer
Development as an activity.

7. Process steps
UX is present at any stage of the product
design process, from concept to launch
and analysis.
PLANNING CREATION IMPLEMENTATION
++
Seeks to ensure the quality of the interface
and usability, always acting as 'lawyer' user.
Understanding the ecosystem
which we operate.
Generating proposals for
prototyping and validation.
Implementation and
performance monitoring.
OPERATION

8. CEO
PRODUCT
UXUX
UX DESIGNER UI DESIGNER
MARKETING IT SALES CUSTOMER
Organizational
structure.
PO
A dedicated PO looking
for innovation.
CARE

9. 3. roles

10. How to
divide the
functions.
ROLES
ALPHABET SOUP
The role of each designer in the
activities in Brazil PayU:
• User Experience
• User Interface UX UI

11. UX TEAM
PROFILES AND ACTIVITIES
Analytical
Strategic
Observer
Visual
Creative
Thorough
+
Wireframes
Prototypes
Persona Development
User Stories or Scenarios
Setting Navigation
Site Maps
KPI monitoring
Graphic Design
Color Scheme
Interface Design
Photoshop / Illustrator
Element Library
Navigable Interface
Design of Interactions
UX UI

12. UX TEAM
PROFILES AND ACTIVITIES
BUSINESS ANALYST
Professional with deep product
knowledge and business vision.
Works as facilitator and also
strategist, looking for continuous
improvement and innovation.
POUIUX

13. 4. methods

14. How do we
organize the
process.
Our activities and methods can be divided
into two phases:
METHODS
Generative / Appraisers

15. GENERATIVE APPRAISERS
• Benchmarking
• Prototyping
• Flows
• Site maps
• Open Card Sorting
• Customer Journey
• Contextual interviews
• Co-creation sessions
• Usability Testing
• Tree Testing
• Questionários On-Line
• Closed Card Sorting
• Test with Prototype
• A/B Testing
• Remote Usability Testing
• Dynamic Priorization

16. INNOVATION
CONTINUOUS
UX IMPROVEMENT
We do understand as innovation the process
of new products construction and the research
focused on market innovation processes.

17. 5. tools

18. What
we use
to project.
Software for the construction
of prototypes, wireframes, layout,
iconography and presentations.
TOOLS
• Axure
• Omnigraffle
• Photoshop
• Illustrator
• Keynote
• Sketch
• Google Docs

19. What
we use for
research.
• Optimizely
• Analytics
• SurveyMonkey
• Silverback
• Crazzy Egg
Software for A / B testing,
monitoring metrics, analysis
and navigation behavior.
TOOLS

20. 6. agility

21. Lean UX /
challenge.
The PayU Brazil follows the
Agility culture in its processes,
UX challenge is to act inside
the lean model.
AGILITY
BUILD
MEASURE
LEARN
AGILITY

22. Lean
canvas.
To achieve a better management
of our backlog through studies
and reflections about the market
and our business vision.
AGILITY UNIQUE
VALUE
PROPOSITION
SOLUTION
KEY
METRICS
PROBLEM UNFAIR
ADVANTAGE
CUSTOMER
SEGMENTS
CHANNELS
COST
STRUCTURE
REVENUE
STREAMS

23. Front-end
Upcoming
challenges
Decouple
front-end
FRONT-END
BACK-END

24. Front-end
Upcoming
challenges
user
research
Persona Development, insights,
validation of hypotheses ...

25. 7. manifesto

26. UX Team.
MANIFESTO
We always want to understand the
behavior and user culture to design
effective solutions.
We monitor the performance and the
success of everything we do.
We give attention to each pixel, each
iteration to ensure the quality delivered
to the user.
We are proud to design solutions and
services that really make processes
easier for our users.
WE RESEARCH
WE MONITOR
WE BUILD
WE TEST

27. PROPOSAL
OPERATION
ROLES
METHODS
1.
2.
3.
4.
Simplify the way people conduct financial transactions.
Highlights
Inside the product area, in partnership to IT, Marketing,
Sales. Present in each stage of designing.
UX Designer - Analytical, strategic, observer.
UI Designer - Visual, creative, thorough
PO - Large knowledge about our business
Generativos - Related to the design / ideation.
Avaliadores - Performance monitoring.

28. TOOLS
AGILITY
MANIFESTO
5.
6.
7.
Two groups: ‘Project’ and ‘Research’.
Highlights
Lean Startup Culture, upcoming chalenges: Decouple
front-end and routine interview with the user.
Our principles.

29. Thank you.