Product Cycles & Integrations

Product Cycles & 
Integrations
How to Engage our Clients throughout  
a Human Centered Design Process

Hello
Peoples!
I’m Eli GOLD Ferrer
Interim Head of Enterprise UX & Digital Product Design
@ Wabtec

“Your most unhappy customers  
are your greatest source of learning."
- Bill Gates
4
Why should we involve our clients?

5
Product Cycles & Integrations
Introduction
The Why’s01 Disciplines03
Tools04Methodology02
Always understand the “why”, especially within UX and Design
thinking its important that we frame our principles to encourage
learning and exploration.
Similar to the Why’s we need to understand how each discipline
plays a role within the process again we tend to look as UX as just
the simple UI and its much more than just that.
As always we need to know what are the best tools for our teams
and how they integrate and make our lives easier.
As a start we have to observe and really understand what is
happening in our organizations today to start to build for the future. 
levering each process and capture its strengths and weaknesses.

Compare & Contrast
Today and what is ahead the 37,000 foot view
Product Managers +
Marketing.
“_
PI release pushed over to
Client live experiences
“_
“_ UX + PM’s + Marketing  
+ Content Strategist + Market
Researchers + CLIENTS/users.
Software release notes
embedded into full ecosystem
“_

7
Communication Channels
Release Notes01
Examples from GitLab and Medium 
|w/ summary of changes that are technical, approachable,  
and conversational.
Email Examples02
From Airtable, include gifs, release notes and  
you can easily discover more content.

Why.
Methodology.
Disciplines.
Tools.
Chaos as changes are made
1.
2.
3.
Design
Interaction
Details “if any”
Sprint Page
Designs
Redlines
Hand Off
Dev Tasks Implementation
& Revisions
Frankenstein
Product
Launch
Req. Docs,
Etc.

Why.
Methodology.
Development. 
UX. 
Integration.
Disciplines.
Tools.
RepeatDesign
Deploy
Test
Develop
PlanDesign
Deploy
Test
Develop
PlanPlan Design
Deploy
Test
Develop
Sprint 2Sprint 1 Sprint 3

Deﬁne Develop Deliver
Top Problem Deﬁnition
Discovery Framing
Why.
Methodology.
Development. 
UX. 
Integration.
Disciplines.
Tools.
Top Solutions
Discover
Top Problem

Designing the right thing Designing things right
Diverging
Why.
Methodology.
Development. 
UX. 
Integration.
Disciplines.
Tools.
Converging
Diverging
Converging
SynthesizeResearch PrototypeIdeate

Discovery Framing
Why.
Methodology.
Development. 
UX. 
Integration.
Disciplines.
Tools.
Top Solutions
Discover
Research
Synthesis Ideation
Im
plem
entation
Top Problem

Discovery Framing
Top Solutions
Discover
Research
Synthesis Ideation
Im
plem
entation
Why.
Methodology.
Development. 
UX. 
Integration.
Disciplines.
Tools.
Top Problem

Why.
Methodology.
Development. 
UX. 
Integration.
Disciplines.
Tools.
Client Integration Client Integration
Discovery Framing
Design Design
D
esign
Top Problem MVP
Top Problems
Client Client Client

20
Why.
Methodology.  
Disciplines.
Research. 
Information Arch. 
Content Strategy. 
Interaction Design. 
Visual Design.
Tools.
Gather and interpret collected
data to understand user needs,
behaviors, experiences, and
motivations
We cannot deliver a great user
experience if we do not understand
problem(s). The type of methods used
(qualitative vs. quantitative, attitudinal
vs. behavioral) are determined by
previously deﬁned research goals.
Activities Include
A/B Testing•
Research
Analytics•
Contextual Inquiries•
Competitive Analysis•
Diary Studies•
Eye-tracking•
Focus Groups•
Journey Mapping•
Personas & Scenarios•
Stakeholder Interviews•
Surveys•
Usability Testing•

23
Why.
Methodology.
Disciplines.
Research. 
Visual Design.
Tools.
Understand how people think
about information to determine
the best ways of organizing and
labelling content
The purpose of IA is to orient so
users (humans/clients)
understand where they are and
what they’re looking at.  
The main components are:
Organization Schemes and
Structures, Labeling Systems,
Navigation Systems, and  
Search Systems.
Activities Include
Card Sorting•
Site Mapping•
Tree Testing•
User Flows•
Information Architecture

25
Why.
Methodology.
Disciplines.
Research. 
Visual Design.
Tools. High-level vision that guides
creation of content to deliver
against an objective
Once strategy is in place, this
involves planning, creating,
delivery, and governance of
content, which includes words,
images, and multimedia.
Content Strategy
Internal and Confidential

26
Design of interaction between  
a user and product
Activities Include
Dimensions to consider include:
Words, visual representations, physical
objects/space, time, and behavior.
Why.
Methodology.
Disciplines.
Research. 
Visual Design.
Tools.
Interaction Design
• Heuristic Evaluation
• Sketching
• Prototyping
• Wire-framing
• Annotations / Communication

Visual Design
Use of imagery, color, shapes,
typography, and form to
enhance usability and improve
the user experience
“Visual design engages users by
drawing the eye to correct
functionality, prioritizing tasks
on a page through size, color,
and the use of whitespace, and
even increasing brand trust
through the use of visual cues.”
- Marli Mesibov, VP Content Strategy, Mad*Pow
Why.
Methodology.
Disciplines.
Research. 
Visual Design.
Tools.
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Why.
Methodology.
Disciplines. 
Tools.
Research
Survey Monkey
User Testing
Aha!
Miro
Google Analytics
Post-it’s, of course
29
Microsoft Teams
Conﬂuence
Slack

Why.
Methodology.
Disciplines. 
Tools.
Design + Dev
Sketch
Figma
Adobe XD
Zeplin
Story Book
Zero Height
GitLab Repository
Markers & White Boards
30

Roadblocks for applying
Methodologies or Frameworks
What to watch for
Understand what is the  
process within the org.
“_
To much of a Good Thing
can conflict with each other
“_
“_ Make your Disciplines  
well known

Thank You!
Eli.Ferrer@wabtec.com
@eligoldbleeps
/in/eligold/
@eligoldone

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