Step 1: UX Research & Analysis

Step 1: UX Research & Analysis

  • Contextual inquiry (CI)
    • First hand observation of how people perform and structure their work (or any other relevant tasks)
    • Who does it? UX person or other team member. A pair of observers is ideal.
    • Key benefits:
      • Best way to understand your users
      • Only way to know what the real work flow/process is (vs the official one)
      • Opportunity to discuss with users what they are doing and why

  • Personas
    • Characterization of a type of user that we want to target with our product/application
    • Who does it? Ideally, UX or somebody who has done some user research.
    • Key Benefits:
      • Provide insights into who the real users are
      • Remind team of users needs and motivations (different from managers and buyers)
      • Allow team to ground communication throughout development
  • Empathy map
    • Explore a target user (persona) from different perspectives: Behavior, See –Motivations, Do – Features, Say, Feel.

    • An important point is to know your target market. Be as precise as you can in deciding the customer segment you’re targeting—and attract them with a relevant yet unique value proposition. Make sure your customers really want or need it. Know your market. Imagine yourself in their shoes, and sketch out an empathy map to help you!

    • Who does it? Team, preferably with input from UX/BA
    • Key Benefits:
      • Very quick way to have a holistic view of your target user
      • Forces you to think about more than their role
      • Allow team to ground communication throughout development

  • Stakeholder map
    • A network diagram of the people involved with (or impacted by) a given system design
    • Who does it? The team
    • Key Benefits:
      • Establish shared ideas about stakeholders
      • Help team focus on people, not technology
      • Guide plans for user research
      • Document research activities
  • User Experience map
    • Visual representation of the user workflow for accomplishing goal. 
      • Questions to signal areas where more information/understanding is needed
      • Comments with known information that clarifies / lends meaning
      • Ideas to illustrate an interesting concept that could enhance a step
    • Who does it? The team
    • Key Benefits:
      • Make team’s (lack of) knowledge explicit
      • Good to figure out areas that need (further) user research

Key elements include: 

Pretotypes has the purpose to figure out if we can sell it? So before going any further we must validate our creative idea will anybody buy this?

At the Goto 2011 Cph Patrick Copeland from Googles talked about pretotypes and how Google was using this concept to test if an idea was worth to continue with – like a proof-of-concept before making any business case. 

    • The pretotyping manifesto

    • innovators beat ideas
    • pretotypes beat productypes
    • data beats opinions
    • doing beats talking
    • simple beats complex
    • now beats later
    • commitment beats committees

  • Who does it? ? Marketing ? Product Owner ? Team ?
  • Key Benefits
    • Getting good indicators if the idea is worth to continue with.
The Preto-typing is also a kind of prototype (see below) but mainly concerning the questions if “can we sell it?”.

  • Journey map
    • Document that visually illustrates an individual user’s needs, the series of interactions that are necessary to fulfill those needs, and the resulting emotional states a user experiences throughout the process.
    • Who does it? UX with team’s help
    • Key Benefits:
      • Encourages conversation and collaboration
      • Highlights the flow of the customer experience
      • Enables stakeholders to collectively discuss opportunities for improving the overall customer experience

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