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Ideation through research

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This document discusses various ideation techniques in UX design including affinity diagramming, empathy maps, card sorting, customer journey maps, experience maps, service blueprints, and NUF analysis. It emphasizes attaching key results and metrics to ideation features, thinking broadly and keeping an open perspective, and challenging assumptions with research. The relationship between user data and design is explored, and techniques like usability testing and prototyping are presented as part of an iterative design process focused on user understanding.

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UX Portfolio Building Series: Part 3 Ideation though Research Reshma Lalla Senior UX Designer: Web and Lean Back Apps
Introduction The secret sauce of design The relationship between data and design Measuring behavior Agenda Rest of the session Ideation techniques in UX Affinity Diagraming Empathy Maps Closed Card sorts Customer Journey Maps Experience Maps Service Blueprints NUF Analysis
UX Unicorn Gym Junkie Cake Ninja www.whippd.co.za Reiki Master Musician
Habituation As human beings we have limited brain power, and so our brains encode the everyday things we do into habits, so we can free up space to learn new things. Awareness Present Empathetic
Look Broadly
Look Closer
Think Younger
Perspective When you change the way you look at things, the things you look at change - Wayne Dyer
The relationship between data and design
Ideation through research
Your assumptions are your windows on the world. Scrub them off every once in a while, or the light wont come in. -Isaac Asimov Eliminate Assumptions
Research Differentiators Market Research UX Research What people say What people do What people will buy How people use a product Large sample sizes Small sample sizes Broad Insight Deep, focused insight
WHY?As a I want to so that When I want to so I can Question and always refer to the problem statement People dont buy what you do, they buy why you do it. Simon Sinek
Measuring Behavior
How are we moving the needle? Can we measure it effectively? Choosing the right metrics for your product H E A R THappiness Engagement Adoption Retention Task Success Goal Signal Metric
Goals Signals Metrics Happiness Engagement Adoption Retention Task Success For users to continuously use the site/app. The number of return customers from analytics data. The number of active users. Purchases/Downloads. Measurement of gaming incentives given. For users to download the app. For users to discover new content. For users to use our gamification feature. For users to feel like the site is unique and tailored to them. For users to accomplish their goal. Usability Test Card Sort Analytics Edit their profile Search for documents Play a game GOOGLES HEART FRAMEWORK
Ideation through research
Key Takeaways theres no one-size-fits-all approach to ideation. Always attach a KR and metric of measurement to ideation features Use Affinity Diagrams to sort large sets of data into clusters Involve Senior management in ideation and research to gain perspective and buy in Think broader, look closer, stay young and be present!
Challenge yourself daily How can I experience the world better?
And thats a wrap. Questions? Reshma Lalla Senior UX Designer: Web and Lean Back Apps rlalla.design@gmail.com Follow me on twitter: @resh_l
Ideation Techniques
Definition: An empathy map is a collaborative visualization used to articulate what we know about a particular type of user. It externalizes knowledge about users in order to: 1) create a shared understanding of user needs. 2) aids in decision making.
Ideation through research
Definition: A customer journey map is a visualization of the process that a person goes through in order to accomplish a goal tied to a specific business or product. Its used for understanding and addressing customer needs and pain points.
Ideation through research
Definition: An experience map is a visualization of an entire end-to- experience that a generic person goes through in order to a goal. This experience is agnostic of a specific business or product. Its used for understanding a general human behavior (as opposed to a customer journey map, which is more specific and focused on to a specific business).
Ideation through research
Definition: A service blueprint visualizes the relationships between different service components people, props (physical or digital evidence), and processes that are directly tied to touchpoints in a specific customer journey. Blueprinting is an ideal approach to that are omnichannel, involve multiple touchpoints, or require a crossfunctional effort (that is, coordination of multiple departments).
Ideation through research
NUF Analysis 1-7 Idea/Feature New Useful Feasible Feature A 2 3 5 Feature B Feature C Idea D Idea E etc 10
Flow Charts
Lo-Fi and Hi-FI Prototype
Non-linear process Learn about users through user testing Empathise to help define the problem Tests reveal insights that redefine the problem statement Constant tests provide new learnings Understand & Discover
And thats a wrap. Questions? Reshma Lalla Senior UX Designer: Web and Lean Back Apps rlalla.design@gmail.com Follow me on twitter: @resh_l

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Ideation through research

  • 1. UX Portfolio Building Series: Part 3 Ideation though Research Reshma Lalla Senior UX Designer: Web and Lean Back Apps
  • 2. Introduction The secret sauce of design The relationship between data and design Measuring behavior Agenda Rest of the session Ideation techniques in UX Affinity Diagraming Empathy Maps Closed Card sorts Customer Journey Maps Experience Maps Service Blueprints NUF Analysis
  • 3. UX Unicorn Gym Junkie Cake Ninja www.whippd.co.za Reiki Master Musician
  • 4. Habituation As human beings we have limited brain power, and so our brains encode the everyday things we do into habits, so we can free up space to learn new things. Awareness Present Empathetic
  • 8. Perspective When you change the way you look at things, the things you look at change - Wayne Dyer
  • 9. The relationship between data and design
  • 11. Your assumptions are your windows on the world. Scrub them off every once in a while, or the light wont come in. -Isaac Asimov Eliminate Assumptions
  • 12. Research Differentiators Market Research UX Research What people say What people do What people will buy How people use a product Large sample sizes Small sample sizes Broad Insight Deep, focused insight
  • 13. WHY?As a I want to so that When I want to so I can Question and always refer to the problem statement People dont buy what you do, they buy why you do it. Simon Sinek
  • 15. How are we moving the needle? Can we measure it effectively? Choosing the right metrics for your product H E A R THappiness Engagement Adoption Retention Task Success Goal Signal Metric
  • 16. Goals Signals Metrics Happiness Engagement Adoption Retention Task Success For users to continuously use the site/app. The number of return customers from analytics data. The number of active users. Purchases/Downloads. Measurement of gaming incentives given. For users to download the app. For users to discover new content. For users to use our gamification feature. For users to feel like the site is unique and tailored to them. For users to accomplish their goal. Usability Test Card Sort Analytics Edit their profile Search for documents Play a game GOOGLES HEART FRAMEWORK
  • 18. Key Takeaways theres no one-size-fits-all approach to ideation. Always attach a KR and metric of measurement to ideation features Use Affinity Diagrams to sort large sets of data into clusters Involve Senior management in ideation and research to gain perspective and buy in Think broader, look closer, stay young and be present!
  • 19. Challenge yourself daily How can I experience the world better?
  • 20. And thats a wrap. Questions? Reshma Lalla Senior UX Designer: Web and Lean Back Apps rlalla.design@gmail.com Follow me on twitter: @resh_l
  • 22. Definition: An empathy map is a collaborative visualization used to articulate what we know about a particular type of user. It externalizes knowledge about users in order to: 1) create a shared understanding of user needs. 2) aids in decision making.
  • 24. Definition: A customer journey map is a visualization of the process that a person goes through in order to accomplish a goal tied to a specific business or product. Its used for understanding and addressing customer needs and pain points.
  • 26. Definition: An experience map is a visualization of an entire end-to- experience that a generic person goes through in order to a goal. This experience is agnostic of a specific business or product. Its used for understanding a general human behavior (as opposed to a customer journey map, which is more specific and focused on to a specific business).
  • 28. Definition: A service blueprint visualizes the relationships between different service components people, props (physical or digital evidence), and processes that are directly tied to touchpoints in a specific customer journey. Blueprinting is an ideal approach to that are omnichannel, involve multiple touchpoints, or require a crossfunctional effort (that is, coordination of multiple departments).
  • 30. NUF Analysis 1-7 Idea/Feature New Useful Feasible Feature A 2 3 5 Feature B Feature C Idea D Idea E etc 10
  • 32. Lo-Fi and Hi-FI Prototype
  • 33. Non-linear process Learn about users through user testing Empathise to help define the problem Tests reveal insights that redefine the problem statement Constant tests provide new learnings Understand & Discover
  • 34. And thats a wrap. Questions? Reshma Lalla Senior UX Designer: Web and Lean Back Apps rlalla.design@gmail.com Follow me on twitter: @resh_l