Presented by zu

1. HUMAN UX
STORYTELLING FOR BETTER EXPERIENCES

2. #ZUUX
@ZUTWEETS
@ALBERTJAME
@ZACHPERKINS

3. Zach Perkins
Design Director, zu
Albert Jame
Strategy Director, zu
@albertjame @zachperkins

4. GOALS FOR TODAY
Make you care about UX
Create brand loyalty
Take-home activities
Meet new friends
Start a side business

5. EXPERIENCE ROOM
WELCOME TO OUR

15. ACCORDING TO ALBERT
BRANDING

16. INVISIBLE FORCE
YOUR BRAND IS THE

18. OF ALL TIME
THE BIGGEST BRANDING EXERCISE

20. THROUGH EXPERIENCES
BUILD BRAND LOYALTY

21. USER EXPERIENCE?
WHAT EXACTLY IS

22. CUSTOMER
EXPERIENCE
VS
USER
EXPERIENCE

23. EXPERIENCEEXPERIENCE

24. User Experience encompasses
all aspects of the end-user's
interaction with the company,
its services, and its products.”
“
- Jakob Nielsen

25. TO YOUR BRAND
UX IS CENTRAL

26. ISN’T FRIENDLY
THE FUTURE

27. ALL DESIGNERS
WE ARE

28. THE EVOLUTION THE DESIGNERof

29. VISUAL DESIGN

30. USABILITY

31. USER PATHS

32. MULTICHANNEL

33. CONTEXTUAL

34. INTERNET OF THINGS
(IoT)

35. REMOTE
ALARM
TEMP
HVAC
DOOR
LIGHTS
TV
STB
CAR
SPRINKLERS
GARAGE
POOL
BBQ

36. DESIGN STRATEGY
USER EXPERIENCE

37. IT’S ABOUT SAYING ‘NO’

42. Saskatchewan Teachers’ Federation Stewart Resource Centre Material request & reception
User Action
Physical Evidence
STF.sk.ca
Line of Interaction
On Stage Action
Line of Visibility
Back Stage Action
Support Processes
Click SRC website link Search for a keyword Select specific title from
search results
Return to STF.sk.ca for
email address
Send email to SRC
with Title and Author
Name
Reads email
Load SRC Homepage Load search results Load material detail page
Send reply confirming
reception of request
Write web
content
Supply to
Desktop
services
Catalogue material
in library
Word processor
Outlook
Website CMS
L4U Library System
Staff recieves email
Outlook Outlook
STF.sk.ca Request email Confirmation emailSRC Website

49. Title
Key
Moments
Storyboards
Narrative
Features
Customer Value
Staff Value
Business Value
SK Roughriders
Mysask411.com SOLUTIONS Mysask411.com
SOLUTIONS
“Reach customers at every
stage of their journey”
2. Landing on Home page 3. Viewing 4 packages tailored for customer needs1. Viewing Banner on Popular Site
Mysask411.com
1
2
3
Customer is able to view banner
through strategically placed ads and
clicks through.
-google search?
- sales call
-SEM
-google search?
- sales call
-SEM
Customer views Mysask411.com
Solutions info. on large carousel
image, and reads Value Proposition
points stated below. Viewer clicks
on the image to learn more.
Header
Carousel
Info: Value-Propostion
Customer is presented with 4
option packages suited to meet
different needs and provides solu-
tions to different problems.
Customer clicks on 1 option that
most suits their needs.
4 Options visually laid out
Insight quote
Video, cycle diagram

53. OUR BELIEFS

54. USERS OVER TECHNOLOGY

55. YOU ARE NOT THE USER

57. DESIGN WITH THE USER.
NOT FOR THEM.

58. USER ENGAGEMENT

60. IF YOU DESIGN FOR EVERYONE.
YOU DESIGN FOR NO ONE.

61. PERSONAS

62. OPERATION FOOD TRUCK
TODAY’S CASE STUDY

65. TINA TAKERTIME
“Harold, look at all the fun places to eat.”
Recently retired, Tina
is finally ready to enjoy
the good life. With her
husband, she loves to
travel, cook and share
her experiences with
her friends.
Not in a hurry
Likes the energy of a crowd
Yet, doesn’t like it too busy
Reads all the menu items
Dietary restrictions
Has a mobile device
Enjoys online communities
Interested recipe ideas
Starting to get Facebook
Values a good story
CHARACTERISTICS
#foodie #travel #retirement #family

66. JONAH EATON
“Better be good. Better be quick”
Jonah is an IT
manager at a global
HQ. He rarely packs a
lunch and relies on
nearby food courts
and trucks. He’s
impatient but still
particular with his
selection.
Only has 30-45 minutes for lunch
Not the leader, goes with the flow
Certain trucks he will wait for
Likes variety, cynical about trend
Used to lineups, still hates them
Always connected
Early adopter
Desktop at work
Mobile everywhere else
Only frequent on Twitter
CHARACTERISTICS
#datanerd #betterwithbacon #cartoonsrule #ultimatefrisbee

67. BIRK + SKYLAR
“We’re starved - in more ways than one.”
Birk and Skylar are a
perfect match. These
students love to see
and be scene. They
are living their best,
most authentic life –
and, like all Instagram
users, they’re
desperate to prove it
to you.
Go where the people go
At all major festivals and events
Into health, fitness and clean living
Artisanal anything
Will damage liver for a good time
Social obsessed
Selfie kings/queens
Desktops for report writing
Instagram & Snapchat
Facebook is old
CHARACTERISTICS
#liveauthentic #restlesscreative #finditliveit

68. SALES DESIGN MARKETING SERVICE EXECUTIVE
21 3
TINA TAKERTIME JONAH EATON BIRK + SKYLAR

69. EXPERIENCE MAP
TOUCHPOINTS

70. TOUCHPOINTS
Digital interfaces
In person interactions
Conversations
Products
Services
Environments

71. KNOW YOUR TOUCHPOINTS
Physical
Meetings
Phone calls
Advertising
Website & mobile
Email
Invoices
Signage
Media/news release
Social media
Presentations
Business cards

73. DRAWING CLASS

77. CONSIDERATIONS
Fuel
Temp
Music
Map
X-factor

78. EXPERIENCE MAPPING
BASICS OF

79. WHAT IS AN EXPERIENCE MAP?
Strategic tool that captures and presents key insights
into complex user interactions
Archetypical user journey aggregated from multiple
user

80. WHY WE MAKE THEM
Creates a shared frame of reference
Identifies specific opportunities to drive ideation and
improve the user experience
Further organizational evolution towards user centred
thinking

81. GET REAL
Create a map with internal stakeholders to surface
assumptions about the journey
Support and verify assumptions with insight from
real users
Quantitative: Customer surveys, analytics
Qualitative: Interviews, intercepts, shadowing,
user diaries

82. JOURNEY MAP
ACTIVITY:
Choose a User. Map out ACTIONS, EMOTIONS,
THOUGHTS and TOUCHPOINT through their journey.
Time: 20-30 mins

84. SUBTITLE GOES HERE

85. artifact
artifact
artifact
actor
artifact
artifact
personel

88. CONSTRAINTS
Typical food truck
Festivals, events, lunch time rushes
No increase in staff or space

89. SALES DESIGN MARKETING SERVICE EXECUTIVE
21 3
TINA TAKERTIME JONAH EATON BIRK + SKYLAR

92. Actions
Emotions
Thought
Touchpoints
Considering Attending Back at work
Curious Engaged Reflective
Is this worth
my time?
This would help with
that project at work
That was more fun
than I expected
Picatic event page Other attendees
Instagram shoutout
#zuUX

94. Actions
Emotions
Thought
Touchpoints
Considering Attending Back at work
Curious Engaged Reflective
Is this worth
my time?
This would help with
that project at work
That was more fun
than I expected
Picatic event page Other attendees
Instagram shoutout
#zuUX

95. PAIN POINTS
USER

96. THROUGH STORYTELLING
IMAGINING THE FUTURE

97. WHY TELL STORIES?
Helps think through future state quickly
Makes our work relatable and understandable
Forces our solutions to be customer centred

98. ACTING & IMPROV
Photo by Amiee Custis
https://flic.kr/p/m7R8MV

99. SKETCHES

100. STORYBOARDS

101. VIDEO & ANIMATION
https://www.youtube.com/watch?v=ErpNpR3XYUw

102. IDEATION & STORYBOARD
ACTIVITY:
Let’s design a solution for one of the biggest
pain points in your customer journey.

105. TEAM PRESENTATIONS
Brand
Summary (what and who)
Key pain points
Solution
2 min max

106. FEEDBACK & DISCUSSION
THANKYOUGOODAFTERNOON!
@albertjame @zachperkins