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Design as a Business
Tool:
Research
to
Experience Roadmap
JASON ULASZEK
@webbit
2
THE BACKSTORY
ENGAGEMENT + INSIGHT + ITERATION
Here’s our take…
Step #1:
4
STEP #1: DISCOVER
• Stakeholder interviews
Uncover the underlying business problem
and each stakeholders’ perspective.
•...
Step #2:
6
Interaction Design
Concepts
Site Architecture Nomenclature Detailed Navigation
Personas Scenarios Use cases
Gap Analysis...
7
STEP #2: DEFINE
• Build Mental Model
Collaboration is key in finding relevant
patterns.
• Align organization’s offerings...
8
DEFINE
Step #3:
10
STEP #3: DIRECT
Identify
Gather and document opportunities
identified through each project activity.
Assess
Determine e...
11
CAPABILITIES:
› Advisor comments and
discussion
› Advisor site (registration
required)
› Content syndication
› Addition...
12
WRAP UP
Create a shared understanding
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Design as a Business Tool: From Research to Experience Roadmaps

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Design as a Business Tool: From Research to Experience Roadmaps

  1. 1. Design as a Business Tool: Research to Experience Roadmap JASON ULASZEK @webbit
  2. 2. 2 THE BACKSTORY ENGAGEMENT + INSIGHT + ITERATION Here’s our take…
  3. 3. Step #1:
  4. 4. 4 STEP #1: DISCOVER • Stakeholder interviews Uncover the underlying business problem and each stakeholders’ perspective. • Competitive Assessment Know where you need to make a difference. • Target audience interviews Gather data to inform an understanding of people’s needs. SAMPLE ACTIVITIES
  5. 5. Step #2:
  6. 6. 6 Interaction Design Concepts Site Architecture Nomenclature Detailed Navigation Personas Scenarios Use cases Gap Analysis Product Concepts Mental Model STEP #2: DEFINE The foundation for your roadmap
  7. 7. 7 STEP #2: DEFINE • Build Mental Model Collaboration is key in finding relevant patterns. • Align organization’s offerings with mental model Get a deep understanding of systems, capabilities and offerings. • Gap Analysis Find gaps between what people expect and what the organization really provides them. SAMPLE ACTIVITIES
  8. 8. 8 DEFINE
  9. 9. Step #3:
  10. 10. 10 STEP #3: DIRECT Identify Gather and document opportunities identified through each project activity. Assess Determine evaluation criteria and score each opportunity accordingly. Prioritize Identify opportunities to be done first based on feasibility, importance. Prioritize the opportunities
  11. 11. 11 CAPABILITIES: › Advisor comments and discussion › Advisor site (registration required) › Content syndication › Additional third-party content › Targeted content delivery CAPABILITIES: › Tools for advisor analysis › Multimedia content › Client-facing content › Social media and community content development › Feedback and surveys › Event calendar CAPABILITIES: › Thought leadership, research and insights content › Credibility-enhancing content (case studies, etc.) › Tools and processes for content maintenance › Additional Contact Us/About Us content › Document accessibility › Controlled vocabulary CAPABILITIES: › Updated site structure, navigation and labeling › Refreshed design/branding › Mobile-friendly platform › Content refresh/optimization › Web analytics STEP #3: DIRECT Define the roadmap
  12. 12. 12 WRAP UP Create a shared understanding

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