“The idea is to focus development not only on the UX, but what the UX enables, and—most crucially—what we want to happen after the UX.”
— Kathy Sierra
Tactic
Strategy
A brief description of the issue that needs to be solved by a project or group
{Our service/product} was designed to achieve {goals}. We have observed that the service/product isn’t meeting {these goals}, which is causing {this adverse effect} to our business. How might we improve {service/product} so that our customers are more successful based on ?
{A user} needs {need} in order to accomplish {goal}.
Example
For example, Alieda, a multitasking, tech-savvy mother of 2 needs to quickly and confidently compare options without leaving her comfort zone in order to spend more time doing the things that really matter.
… but what about ethical considerations?
Asking someone “Why” they do something can make them feel defensive, so sometimes alternative phrasing is better such as asking something like “What was your intention in doing that?”
THINK-PAIR-SHARE
Draft an example problem statement regarding the SFU Library, where the stakeholder is “students”
{Stakeholder} needs a way to {need} because {insight}.
A good problem statement is:
✓ Human-centered
✓ Has one objective
✓ Provides creative latitude
✓ Manageable in scope
✓ Not a solution itself
A brief statement that captures why a consumer would buy or use a product/service.
We help {X} do {Y} doing {Z}
For example: The Grav Open Course Hub project helps tech-savvy instructors to reach unmet pedagogical and student experience goals by partnering a modern open platform with their current LMS.
“You don’t make money with open-source, you make money because of open-source.”
– Doc Searls
Developed by Professor Noriaki Kano in the 1980s, the Kano Model can help predict customer satisfaction
Functional Form
“How do you feel if you had this feature?”
Dysfunctional Form
“How do you feel if you did not have this feature?”
A timeline-based view of a user’s experience, which can be represented in varying levels of detail
GROUPS OF 2-3
Create a text-only journey map for a user searching for a book (required by a course) on the SFU Library website, checking that book out and returning it
✓ Phases of journey
✓ Goals or needs (1 or more per phase)
✓ Touchpoints (1 or more per phase)
✓ Actions (1 or more per phase)
✓ Emotions and thoughts (1 or more per phase)
✓ Ideas for improvements (1 or more per phase)
At its core, a user story is a collaborative design tool that helps teams better view their product from the perspective of those who will actually use it.
As a role,
I want to goal/desire
so that benefit
When used within an Agile approach, story size is often dictated by sprint length
As a Central Canadian Bank customer,
I want to register for an online account
so that I can pay my bills online.
As a Central Canadian Bank customer,
I want to log into my online account
so that I can pay my bills online.
As a Central Canadian Bank customer,
I want to manage the details of my account
so that I can pay my bills online.
As a Central Canadian Bank customer,
I want to withdrawal funds from an ATM
so that I have the cash I need on hand.
As a Central Canadian Bank customer,
I want to transfer funds from one account to another
so that I have the funds to cover a large cheque.
THINK-PAIR-SHARE
What might be a high-level user story for SFU’s Library website?
As a role,
I want to goal/desire
so that benefit
✓ Includes reaching the user’s goal
✓ User plays a central role
✓ No interface assumptions are stated
✓ Can be linked to usage importance and frequency
✓ Can be initially fairly broad in nature (esp. for strategic usage)
Unlike generic design principles (i.e. ‘easy to use’), product design principles are a set of design principles specific to a particular product or service
https://leadflowmethod.com/message/introduction-lean-canvas/
http://www.forbes.com/sites/anthonykosner/2013/11/23/how-design-and-user-experience-translates-to-the-bottom-line/
https://jeffgothelf.com/blog/leanuxcanvas-v2/
https://uxdesign.cc/designing-ethically-pt-2-535ac61e2992
https://webservices.ufhealth.org/2018/06/01/is-an-apple-fritter-the-best-user-experience-in-the-world/
https://www.cmswire.com/cms/customer-experience/journey-mapping-helps-organize-around-your-customers-020795.php
https://medium.com/toptal-publications/customer-journey-maps-what-they-are-and-how-to-build-one-616a83e39469
https://conversionxl.com/blog/customer-journey-mapping-examples/