The process to create and execute user experience (UX) improvements on web application or mobile app does not have to be a complicated task, even if you are working with multiple personas. We will talk about how to maintain relevant user stories that cross polinate on the different user personas and then create a working scheme that can be quick and easy to execute to create a UX roadmap. The focus is to create proposals that do not add complexity to the proposed UX improvements and can be implemented with ease.

1. Getting Things Done
From Idea to User Experience
By Nearsoft Inc
Claudio Cossio
@ccossio

2. Claudio Cossio - @ccossio
➔Nearsoft Inc (@nearsoft)
Work at Nearsoft Labs (R&D)
Building prototypes from idea to Alpha/Beta
Working with 200+ developers
➔10+ years building & marketing digital products
➔Doing growth/user acquisition when it was Spamming

3. Today’s Focus
* More information on the project
www.planningwithcards.com
● Will be using a real use case example *
● Full disclosure - internal project from R&D Labs
● Working with 3 personas
● We will work with user stories

4. Topics
1. Introduction
2. Ideas
3. Goals (expectations)
4. Data
5. Behaviour Segmentation
6. UX Roadmap

5. Introduction
Differences with Strategy & Planning

6. Strategy vs Planning
● Strategy is an intent not a plan
● Strategy is a set of hypotheses
● With strategy you build a rationale for UX
● Planning focuses on business outcomes
● Planning is tactical and focuses on
execution

7. Create a strategy & plan with data
● Product Owners need data to make a plan
● Sources are Analytics, Sales, CRM & market reports
● You need to get all stakeholders involved
● User Research minimizes the risk of an undesirable
product

8. Business & Users/clients
● Data outcome for each
persona
● Benchmarking data on
competitors is essential
● You need to know what it’s
out there and position your
offer
● Aligned to the current Product
roadmap
? ?
? ?

9. Example:

10. Example - PlanningWith.Cards
● Estimate software development effort
● Improve accuracy of those estimates
● Remote developers & product owner/scrum master
● Based on Planning Poker technique
● Communication through chat platforms

11. Ideas
A product is hired to perform a job

12. Ideas
● Many possible scenarios, but only 1 outcome
● Outcomes focused on user/business goals
● Maintain a balance
● Focus on the client/user “intent”

13. Why are we doing this?

14. Example - PlanningWith.Cards
● Outcome: Numeric estimation of each task
● Data: Fibonacci, Days & Hours cards
● User: Developer, Onlooker & Scrum Master
● Environment: Web - Hangouts/HipChat

15. What is your product?
In order to _______________________ (Vision),
our product will solve ______________ (Target Audience)
problem of ______________________ (User Problem)
by giving them ___________________ (Strategy).
We will know if our products works, when we see _______ (Goal)
@JAF_Designer

16. Goals
UX has 2 main goals to align - Biz & User

17. Business & User goals
User
● Needs something from your
app or website
Business
● How a product generates
profits from its use
Credit to Nikkel Blaase
Nikkel Blaase via Medium

18. Amazon
1 Click Checkout Youtube &
Google
Earl Wilkerson via Flickr

19. Goals - PlanningWith.Cards
Developer
● Estimate privately & as accurate as possible
Onlooker (stakeholder)
● Provide feedback on tasks being estimated
Scrum Master
● Manage a backlog of the rounds & estimations

20. Goals - PlanningWith.Cards
Business
● Make it easy for teams to estimate
● Connect to PM tools
● Offer a backlog service ($)
$

21. Import stories from
JIRA/Trello/PTracker
Private
Voting
Virtual Cards
Hangouts/HipChat
Show & Save
Results
John Ivara via Flickr

22. Data
Traces that the people who use technology leave behind

23. Research
● List potential actions for your product
● Card sorting of those actions
● User Journeys
● Benchmarking the competition

24. Abbyladybug via Flickr

25. Insights into Navigation
Expectations
Align with stakeholders

26. What they will do
Interactions
Goals, needs &
expectations
sea turtle via Flickr

27. Strengths
Weakness
Unattended needs
Philip McMaster via Flickr

28. UX & Data
● Proving a point
● Improving an experience
● Discover something new (not
obvious)

29. Actions - PlanningWith.Cards
● Coordinate call/chat on Hangouts/HipChat
● Create/Import Tasks/Stories
● Configure cards to use for estimating
● Choose a card for estimating a task
● Watch an estimation round
● Repeat a round

30. User Journeys - PlanningWith.Cards
● Developer
● Scrum Master
● Stakeholder (Onlooker)

31. User Journeys - PlanningWith.Cards
Estimate
Coordinate Decide Agree
Select
Tasks
Scrum Master
Attend
Developer &
Onlooker
Onlooker
Manage
Round
Scrum Master
Feedback
Pick
Card
Developer
Repeat
Round
Save Data
Scrum Master
New Round

33. Competition - PlanningWith.Cards
Unattended needs
● Integrate into a communication platform
● Difficulty for Onlookers to participate
● Lack of data after the estimation process

34. Identifying patterns
Behaviour
Segmentation

35. Roles & Traits
● Identifying who will be using your product (roles)
● Traits (attitude, demographic, goals, etc)
● Trait spectrum

36. Kristin and Adam via
Flickr
Context
Environment
Rewards

37. Trait spectrum
Category Context Variables
Type of Role Identity, Demographics, Intent/Goal,
Cognitive Ability
Time Time of the Day, Day Parts, Day of Week,
Weekday/Weekend, Holidays
Location Home, Workplace, Commuting, Stores,
Restaurants/Cafes, Recreational Areas
Interactions Channel (Mobile/Web), Medium
(Text,Video, Audio), Device
Physical Environment & surroundings
Activity Any number of user activities the user is
involved
* Knowledge@Wharton - University of Pennsylvania

38. Roles - PlanningWith.Cards
Category Context Variables
Scrum Master Goal: Manage estimate according to deadline & moderate the rounds
| Demographic: Male/Female | Mood: Patient & observing
Time Works: Weekdays and Saturday.
Scrum Activities: Tuesday to Thursday.
Location Works from: Home, Office, CoWorking & events.
Interactions Channel: Web & Apps | Device: Laptop & Mobile | Medium: Chat
Platforms & Project Management Tools
Physical Mostly quiet spaces & occasional noisy places.
Activity Multi tasking chats & video calls. Taking notes and writing minutes.
Project management tasks. Group Meetings: Daily's & Standups.

39. Roles - PlanningWith.Cards
Category Context Variables
Developer Goal: Estimate tasks accurately | Demographic: Male/Female |
Mood: Hesitant, Distracted, Nervous, Uneasy & Patient
Time Works: Weekdays and Weekends | Daily Standups
Code Review: Tuesday to Thursday.
Location Works from: Home, Office, Coworking spaces & cafes.
Interactions Channel: Web & Apps | Device: Laptop & Mobile | Medium:
Chat/Video Platforms & Code Review Tools
Physical Mostly quiet spaces & occasional noisy places.
Activity Multi tasking chats & video calls. Coding. Code Review meetings.
Group Meetings: standups & assessments.

40. Roles - PlanningWith.Cards
Category Context Variables
Onlooker Goal: Provide Feedback for better estimations | Demographic:
Male/Female | Mood: Analytical, Patient & Observing.
Time Works: Weekdays and Saturday |
Location Works from: Office & Coworking spaces.
Interactions Channel: Web & Apps | Device: Laptop & Mobile | Medium:
Chat/Video Platforms
Physical Mostly quiet spaces & occasional noisy places.
Activity Multi tasking chats & video calls. Group Meetings: Business,
Marketing & Product.

41. Patterns - PlanningWith.Cards
Multitasking
Chat/Video platforms
Remote Locations

42. Patterns - PlanningWith.Cards

43. UX Roadmap
Building consensus across the board

44. Users
● Where they are.
● Where they want to be.
● How our product will help them
along the way.
A….…...Z

45. Business
● Capture & present insights.
● Complex interactions.
● Aligned with Stakeholders.

46. ● What can & cannot be done.
● Relationship with product/users.
● Fresh insights.
Stakeholders

47. ● Invalidate your assumptions.
● Live mockups.
● Save development time.
Reality Check

48. Example - PlanningWith.Cards
How we used Experience Design to test our
mockups

49. Example - PlanningWith.Cards

50. Questions
To continue the conversation, please tweet
your comments & questions to @ccossio with
#MakeIt

51. Thank you!
Claudio Cossio
By Nearsoft Inc
ccossio@nearsoft.com
@ccossio