DIGITAL MEDIA DESIGN II. UX Deliverables

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Ira Mathews
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1 DIGITAL MEDIA DESIGN II UX Deliverables

2 DELIVERABLES CHECKLIST 1: Research User demographic Interviews User Journey Map

3 USER DEMOGRAPHIC Learning who your users are is the most essential piece of research. The more empathy you have towards users, the better you can customize the product to fit their needs.

4 TASK Figure out who your target demographic is through researching online (i.e. annual reports, market research, data analytics, etc.). Use this background information to define your target demographic statement. Please provide references of where you obtained this data.

5 INTERVIEWS The goal is to learn anything that might influence how the users might use your product.

6 PARTS OF AN INTERVIEW Intro Greetings Purpose of Conversation User Questions Body Ask open-ended questions + follow-up questions Conclusion Thank you + remaining questions

7 CONDUCTING AN INTERVIEW Figure out what you want to learn Don t ask yes or no questions Ask follow up questions to vague answers Avoid talking about yourself Create a welcoming environment Don t be afraid of silence Avoid bias

8 TYPES OF BIAS Design bias Sampling bias Interviewer bias Sponsor bias Social desirability bias Hawthorne Effect (responding to being observed)

9 SAMPLE QUESTIONS (MUSEUM WEBSITE) Tell me about your job? Walk me through a typical week in your life. How often are you on the internet? What computers or devices do you use? When do you use each of them? Do you share any of them? What do you typically do on the internet? What do you typically do on your days off? How do you decide what to do? Tell me about how your children use the internet. How do you decide what to do on your days off with your kids? What do you read on the internet besides the news? How frequently do you visit museums in your town? Which ones? What prompts you to go?

10 ANALYZING THE RESULTS Themes User needs and priorities Behavior Patterns Mental Models Language

11 TASK Conduct a minimum of 4 interviews with people who might fall into your varying user groups. Then analyze the results. These will help provide detailed information in your user journey maps.

12 USER JOURNEY MAP The process of learning about ordinary users by observing them in action to understand in detail how they perform their tasks and achieve their intended goals.

13 LINDA MARTINEZ: Profile & Journey Demographics 61 Years Old Lives in Suburbs of Renton, WA Married with 2 kids Works part-time as accountant at law firm Health Tries to stay active and is generally conscious about health, but does not like seeing a doctor unless absolutely necessary Used to suffer from hypertension, but has kept it under control the last few years Medical Preferences Fluent in English, but most comfortable speaking Spanish, her native language Visits a Spanish-speaking doctor Does not like driving to the doctor s office Does not like sitting in the waiting room that is full of germs Technological Capabilities Uses computer for basic needs (ex: word, internet searches, , etc.) Does not consider herself tech-savvy often calls her kids for help Hobbies Enjoys gardening, cooking with home-grown vegetables and looking after her grandson Discovery Setup/Onboarding Appointment Post-Appointment Sunday Following Week Next Monday Morning Monday Afternoon Tuesday, 12:30am Tuesday, 12:35am Tuesday, 12:40am Tuesday, 12:42am Tuesday, 1:00am Tuesday, 1:15am Wednesday, 1:00pm Over the Next Week Over the next Few Months ANXIETY Calm Desperate 10 Frustrated 9 Concerned 7 Confused 8 Pressured 8 Pressured 7 Recovering 6 Concerned 5 Recovering 5 Overwhelmed 4 Discouraged 4 Recovering 3 1 Calm 1 EVENT Linda babysits her grandson, Matty, who is recovering from strep throat. Linda wakes up with a sore throat. She tries home remedies but nothing helps. She Googles solutions online, but is overwhelmed with information. Linda calls her doctor's office to schedule an in-person appointment, but learns that there is no availability for the next two weeks. The nurse at Linda's doctor's office recommends she try a service that offers online appointments. Other patients have had success with the service, so it's a new option that they are recommending when they don't have any availability. Linda browses the site during her lunch break. She finds it easy to navigate and understand, but only sees pictures of young people and doesn't know if Spanish-speaking doctors are available. She's not sure if the service is for her. Linda worries that the doctor won't be able to appropriately examine and diagnose her. She wonders, "Will the doctor be able to see my throat via a webcam?" Linda wonders about the cost of the appointment. She doesn't want to pay more than her office visit co-pay. Linda sees the doctors shown on the front page and wonders if those are the available doctors. She wants the doctor she will be seeing to be qualified. Linda is getting confused with all the information on the site, so she leaves and hopes that she'll feel better soon. Linda is having a hard time swallowing and is feeling desperate, so she decides to try the service. Linda sets up an account, but her chosen password does not meet requirements and she does not know how to resolve the issue. Linda finally figures out the password issue. The site walks Linda through the pre-appointment form filling, system tests, and other onboarding activities. Linda completes setup and waits for the appointment to begin. Linda begins her appointment. The doctor examines Linda's throat through the webcam and asks her a series of questions. The doctor tells Linda she probably has strep throat and will call in a prescription for antibiotics. Linda picks up the antibiotics at her 24-hr pharmacy. Linda receives an telling her that she can find a report summarizing her appointment in her "Appointment History" section of her site account. Linda begins to feel better Linda shares the details of the appointment with her doctor during her annual checkup and recommends the service to friends and family. FINDING Baby Boomers trust their primary care physician the most when seeking information related to health conditions. Baby Boomers may feel discouraged when they don t feel like the service represents them and their needs. Baby Boomers are concerned about how a doctor will diagnose and treat them without physical touch before engaging in an online appointment. Baby Boomers want to know the cost of an online appointment and if it would be covered by their insurance company before trying the service. Baby Boomers are concerned about the credentials of the doctor they will be meeting with. Baby Boomers prefer clean, direct, and simple web pages that include only the information they need and nothing more. Baby Boomers can be especially frustrated by error messages that do not tell them what the next steps should be. Some Baby Boomers appreciate more hand-holding and being walked through processes from start to finish. Baby Boomers appreciate having transparency into how much time they have to wait or spend with the doctor, but they do not like feeling pressured by time. Baby Boomers want to retain the details of their appointment, either for personal use or to incorporate into their Electronic Health Records (EHR). RECOMMENDATION Virtual healthcare providers should establish trusted relationships with primary care physicians in order to increase patient referrals. Virtual healthcare providers should ensure that photos on their site represent the Baby Boomer population. Virtual healthcare providers should include case studies and videos that detail how doctors treat different conditions. Virtual healthcare providers should ensure cost and insurance coverage information is clearly stated and easy to find on the landing page. Baby Boomers are concerned about the credentials of the doctor they will be meeting with. Virtual healthcare providers should ensure information on cost, insurance, doctor credentials, how the service works, and what they treat can be immediately found on the landing page. Virtual healthcare providers should make sure error messages are easy to notice and describe the steps that the patient needs to take to resolve the issue. Virtual healthcare providers should break out long processes (ex: form filling) into several steps and provide clear directions that guide and prepare baby boomers for their appointment. Virtual healthcare providers should continue to show patients a countdown timer of their wait time and should describe what the patient should do if they miss the doctor s call. Virtual healthcare providers should provide patients with the option to securely share or incorporate their appointment details into their EHRs.

15 Biker Journey Anxiety Level Events The biker checks tire pressure, loads up packed panniers and turns on their front and back light. Start riding towards studio through one-way neighborhood streets Comes to a stop sign and makes a turn onto a main roadway with heavier traffic and a bike lane. Uses hand signals to alert drivers behind them that they are turning. Makes a right hand turn onto a road without a bike lane. Uses a hand signal to alert drivers. Biker rides past a perpendicular street. Upon approaching this street, the biker is obscured from the view of cars turning out onto the road by a line of parked cars. The biker slows down in case they have to stop suddenly if a driver pulls out in front of them while turning onto the main road. Change lanes to make turns. Make hand signal and look behind for driver s eye-contact / acknowledgment. Stop to remove extra hot layers before riding uphill. Ride uphill and make gear adjustments. Merge into single lane with two way traffic. Ride through campus slowing speed to accommodate pedestrian traffic. Arrives at location and locks bike. Removes panniers and goes to class. Rider thoughts Every time I get on my bike I have a mental checklist. I run through all the gear I need on the road. Residential roads are light in traffic and stress level. Cars at slower speeds are easier to communicate with and avoid. Turning out onto a road with heavy traffic is usually fine when there is a bike lane. This situation can be slightly stressful when cars don t give me enough space and I feel like I might get clipped by a car coming up from behind me. The turn itself is not stressful because I don t have to change lanes to do so. Getting onto a road without a bike lane though is worrisome. Cars typically give a wider berth when passing on a road that doesn t have a bike lane because visually I am typically harder to miss. When a car wants to pass me however and there are other cars approaching from the opposite direction, the space I m given narrows and my stress level rise. I tend to be more self conscious about whether or not I am an annoyance or a nuisance to drivers on roads without bike lanes. I get nervous every-time I ride past this street because even though I have the right of way, cars have a really hard time seeing me over the line of parked cars on the street. Many drivers don t even come to a complete stop at this stop sign and I have had to brake hard to avoid crashing into a car on multiple occasions. I have started getting into the habit of slowing down as I approach this road. Looking behind for cars can be tricky to do while also keep steering straight. Cars don t always let me in when changing lanes. Can be difficult to keep speed up while signaling and looking behind. Will the driver see me? Will they pretend not to see me so they won t have to slow down to let me in? Do I think they see me and they really don t? Am I going fast enough to get over without annoying the driver? I always stop at the same place, where I have plenty of room and don t feel in the way. It s a break from the worry of the commute. Entering into campus through a one way lane with two way traffic is low stress because traffic levels are low and inconsistent. Lower stress. Feel much more in control and less affected by a surrounding area full of pedestrians as opposed to vehicles. Slower speeds. Sometimes pedestrians are unpredictable and don t pay attention to where they are going or if there are bikes in the pathway. Opportunities for Innovation If drivers knew how scary it is when they drive too close to the bike lane, or even on the line, they probably would be more conscious of the space they allow. How can drivers in oncoming traffic be persuaded to hug the outer edge of a road in order to allow a passing car give more room to a biker? How can drivers be alerted when there is a bike approaching from behind obstructions such as other vehicles, bushes, or blind corners. How can drivers be alerted that a biker wants to merge into the lane ahead of them if they aren t paying close enough attention to notice the biker s hand signals? How can a driver be successfully alerted that they are driving too close to the bike lane?

16 TASK Make a user journey map for your average user. Include in the timeline the user s anxiety levels, activities, your findings, and your recommendations.

17 ASSUMPTIONS Most ideas are based on things that someone thought was good or interesting, rather than something that solves a real problem. This is why companies need to spend time validating their hypotheses as early as possible.

18 TASK Write a list of 10 assumptions you have about the product s market and its users, then use all of the following methods to validate your assumptions: Surveys Competitor research Ethnographic field studies

19 SURVEYS A survey is a simple tool for gathering information, they typically consist of a set of questions used to assess a participant s preferences, attitudes, characteristics and opinions on a given topic. Surveys allow us to count or quantify concepts, the learnings from which can be applied to a broader population.

20 ONLINE SURVEYS Survey Monkey Google Forms

21 TIPS Closed questions tend to have higher response rates. It s also much easier to analyze closed questions statistically. A problem that you can easily run into with closed questions is leaving valid response options out of your available answers. Respondents tend to spend less time on each question the longer a survey is (keep under 7-8 minutes). Write your questions in a way that doesn t bias your respondents.

22 TASK Write a 8-10 question online survey. Include mostly questions that ask for quantifiable data.

23 COMPETITOR RESEARCH Learning who your users are is the most essential piece of research. The more empathy you have towards users, the better you can customize the product to fit their needs.

27 TASK Analyze similarities and differences in features, visual design, content, and usability amongst your competitors. Then create a chart that compares them all together. You may also compile images as well.

28 ETHNOGRAPHIC FIELD STUDIES Ethnography is the social equivalent of usability testing. Where usability is about how people directly interact with a technology in the more traditional sense, ethnography is about how people interact with each other.

30 TASK Passive observation as though you were a fly on the wall (photos, written observations, sketches, video) Active participation by becoming a member of the team or user group as a new adapter

31 GOALS Goals identify what is most important to the user, brand, and business. Your goals should arise from your different methods of research.

32 BUSINESS GOALS BRAND GOALS USER GOALS THE SITE SHOULD HELP THE COMPANY TO... THE BRAND S GOALS ARE TO... AS A NEW AND EXISTING CUSTOMER I WANT TO... increase awareness present its services find information

33 USER GOALS Experience Goals How they want to feel using the product? End Goals What do they want to achieve by using the product? Life Goals Why the user is trying to accomplish the end goals?

34 TASK Make a list of the business, brand, and user goals you ve identified through your research.

35 PRIORITY PYRAMID (USER) We can t prioritize every goal for the business, brand, and user, otherwise the product would be bursting with features and cause cognitive paralysis for the users.

37 TASK Make a priority pyramid that includes two categories: 90% What primary user goals will this product solve 10% What secondary user goals will this product solve

38 VALUE PROMISE (PRODUCT STATEMENT) A promise of value to be delivered, communicated, and acknowledged. It is also a belief from the customer about how value (benefit) will be delivered, experienced and acquired.

39 Connect directly to actual hiring managers at top companies and set up interviews within minutes.

40 TASK Write a one sentence statement that describes what your product will solve and how it will solve it. Do not get too specific (because we don t know specifics yet).

41 USER FLOW User flow is the path a user follows through an application. I like to think of them as mini user journeys. The flow doesn t have to be linear, it can branch out in a non-linear path. By determining this path you can see possible turns through the route and can optimize the user experience.

43 9 JOBS REMAINING Talent View Wireframes Pre-Sign Up Create Profile Cards Match Screen Inbox/Chat Settings Edit Profile Job Poster Profile Profile Done Job Poster Done Intro Access LinkedIn to create your profile Public Profile Tutorial Overlay Job Card Match Screen Inbox Chat Settings How Switch Works Switch Edit Preview Done Switch Switch Inbox Back Name Job Settings Anonymously "like" or "pass" on jobs that Switcg suggests. upward would like to acces some of your linkedin info: Public Anonymous You re a Match! Home Your Profile Switch We only connect you when the feeling is mutual. Tutorial Overlay Feedback Log out Quickly chat with the people you will be working with. username password Talent Allow Access 9 JOBS REMAINING Connect Employer Continue without LinkenIn... Keep Looking Send Anonymouse Profile Full Job Description - Webview Job Card Feedback AT&T 11:57 AM Edit Preview Done Back Job Job Done Cancel Feedback Send Public Anonymous To: Cc/Bcc: Subject: Q W E R T Y U I O P A S D F G H J K L Tap on the card to view full job description. Z X C V B N M 123 return Full Job Description - Webview Back Job

44 TASK Create a user flow that show how the main user group would move through your product to achieve the task.

45 SKETCHING The sketching process allows you to work quickly through ideas without wasting time on the computer. Working with lo-fi sketches also helps you to not focus on the design details too early.

48 TASK Sketch as many variations of your ideas as you can. Keep in mind how iteration helps you to not get stuck on any single idea and evolves your concept to refinement.

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