UX Capabilities Presentation

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User Experience Capabilities

FM’s approach to UX
Synthesize strategic insights from relevant sources
of data to evolve product design.

Design is about solving problems
We must first understand the problems before we start
creating the design solution.

UX process
➔ Understand the complexity of the client’s
business problem and their users’ needs.
➔ Solve the assessed problem by creating elegant,
seamless designs.
➔ Test hypotheses to make sure problems are
being adequately solved.
Strategy
Design
Implementation

UX detailed capabilities
➔ Business context
➔ Competitive/comparative assessment
➔ Audience needs
➔ Content strategy
➔ Product roadmap definition and prioritization
➔ Information architecture
➔ User flows
➔ Wireframes and interaction design
➔ Concept validation
➔ Prototyping (for testing or visualizing for stakeholders)
➔ Usability testing
➔ Analytics and optimization
Strategy
Design
Implementation

Strategy phase
Setting the context for design.

We have whiteboard “walls”

We have whiteboard “walls”
And know how to use them.
We use in-depth stakeholder worksessions to jump-start
our process. You know more than anyone about your
competition, your consumers, and your business goals.
And for us to be effective, we work with you so that we
can know all of that crucial information, too.

Business context: goals and metrics
Why she’s valuable
She will likely be an early adopter, bringing all her
friends with her.
What motivates her
She doesn’t have time to waste, so she wants an easy
way to have real, unedited conversations with her
close friends.
Why she’s over Facebook
She’s sick of fake “conversations” with fake “friends”.
What she needs from our product
“I have many ‘friends’, but the friends I hang out with
every weekend I want to have real conversations
with. Also with my family and my French study group,
because I don’t have time to stalk them on Facebook.
I don’t want to observe, I want to really talk to them.”
Jessica, 20
desperately
seeking
authenticity
Your business is
important to us. We
want you to succeed.
Therefore, we spend
time understanding
what success means to
you and figure out
appropriate ways to
measure that success.
The new application should break down organizational silos
and get more people in the community actively involved in
contributing data.
In six months, we want “lurkers” to become “contributors”
and we want “contributors” to become “doers”:
➔ Increase return visits by 30%
➔ Increase registration by 15%
➔ Increase non-organization contributions by 25%
Project goals?

Competitive: market evaluation
We want to understand
what your competition
is doing right and
wrong. We also want to
understand how you’re
differentiating your
product, particularly if
it’s a crowded
landscape.

Audience needs: trends
By looking at your data
or scouring the internet
for the most recent
research, we uncover
insights to help provide
inspiration for design
directions.
Referrals as Leads
17.8%
of customers
come from
referrals

Audience needs: personas
Why she’s valuable
She will likely be an early adopter, bringing all her
friends with her.
What motivates her
She doesn’t have time to waste, so she wants an easy
way to have real, unedited conversations with her
close friends.
Why she’s over Facebook
She’s sick of fake “conversations” with fake “friends”.
What she needs from our product
“I have many ‘friends’, but the friends I hang out with
every weekend I want to have real conversations
with. Also with my family and my French study group,
because I don’t have time to stalk them on Facebook.
I don’t want to observe, I want to really talk to them.”
Jessica, 20
desperately
seeking
authenticity
Through various
research techniques, we
learn about the people
who will be using your
product. We develop a
complex understanding
of what motivates them
and what things are
crucial to their lives.

Audience needs: journey map
Our research process
goes deeper than just
individual snapshots of
consumer needs. We
address the larger
system and scenarios in
which various groups
will interact with your
product.

Audience needs: heuristic evaluation
If you already have a
product, we will
evaluate the current
state of usability vis-à-
vis industry best
practices. These form
hypotheses that we can
test with analytics or
deeper usability testing
with consumers.

Content strategy: audit and map
We fully assess all the
content you currently
have to highlight
opportunities to make
significant changes. This
framework can also
provide guidance to
map content to a new
content management
system.

Roadmap: feature prioritization
Not all groups of people
have the same needs.
By associating features
to the needs of a
specific group, we more
accurately prioritize,
leading to clarity in the
implementation
roadmap.
Entering weekly time
As a basic user, I need to be able to keep accurate
track of the time I spend on a project.
Pain points Employee PM Resourcing
Hard to find the project code or make sure that I’m using the
right project code.
10 8 NA
Projects are not listed in any type of order. 8 8 NA
There are lots of projects listed - can’t search for the one I
need.
8 8 NA
No way of letting people know that my hours are up to date. 6 10 10
If I’ve submitted time, I need a way to go back and make
corrections, and the let people know that I’ve done that.
4 10 10

Roadmap: feature prioritization
We don’t believe in
gratuitous post-it
parties. We do believe
in actively engaging with
our clients in
prioritization exercises
to get to consensus
about what features are
in and what goes into
the backlog.

Product brief: strategic summary
We use our product
brief to:
➔ Provide the larger
context for the
entire team.
➔ Ensure we have a
clear assessment of
your needs.
➔ Collaborate with
clients in a living
document.

Design phase
Where the rubber meets the road.

Information architecture
Through site maps or
application maps, we
capture all the pages or
screens (from the
content audit if it’s an
existing site). Then we
detail the relationships
between each page or
screen.

User flows
Through user flows, we
understand and
communicate how
more complex
interactions will occur.
This also helps us make
sure our designs are
complete.

Designs: sketches
Whether it’s internally
or collaboratively with
your team, we use
sketches to surface as
many possible ideas as
quickly as possible.

Designs: box wireframes & templates
Before delving into the
nitty-gritty details of all
the content types and
intricate functionality,
we start to create basic
layout templates or box
wireframes. These are a
quick and simple way to
understand priorities
and the structure of
content and figure out
breakpoints for mobile.

Designs: detailed wireframes
Of course, we do
wireframes!
However, we do a lot
before we get to them.
That way, when you see
the wireframes for the
first time, we all agree
what problem our
design solves.

Concept testing
We like to test our
concepts with actual
users to validate our
approach. This can be
done in numerous ways
from focus groups or
interviews for soliciting
feedback to putting up
a “Coming Soon”
storefront for
measuring interest.

UI design: magic
If we’ve done our UX job right, our UI designers
have all they need to create the design system
for the final application. They have their own
process, which is too detailed to compress here,
and involves collaboration with UX. Needless to
say, it’s not magic, but often seems like it is.
Costume available at http://www.costumecraze.com/product/ANML361

Implementation phase
The time for iteration.

Usability testing

Usability testing
You’re a business--our designs are meant to help you
achieve your business goals. We can employ usability
testing with prototypes or live code, during build or after
it’s live to make sure that your customers can do what you
need them to.

Analytics: dashboards and reports
We work with you to
help measure the
success of your site.
We’ll follow KPIs that
directly relate to the
goals we agreed to at
the beginning of the
project. And we’ll help
you make sense of the
numbers.
● Playing videos is tied to
increased engagement
● Majority of videos are played
on pages users are directed
from ad push
● When users play other videos
their time on site almost
doubles

Analytics: optimization
When we find an item
that just isn’t measuring
up to how we’d expect,
we investigate further
and come up with some
design solutions to help
optimize.
● Optimize CTAs
By adding more context, the user doesn't even have to read
the descriptive text above/beside it.
● Provide low commitment CTAs
Instead of sharing the whole page, the user can share
restaurants or hotels with people they're planning their next
trip. I'm not sure I would do social sharing (i.e., Facebook or
Twitter), but an email form could be cool. It would send
them the basic description and a link to the partner site.

Thank you!

UX Capabilities Presentation

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