DevSummit 2016 PreSummit Workshop: Getting to Know Your Users (Part 1 of 2)

March 8–11, 2016 | Palm Springs, CA
Esri Developer Summit
Getting To Know Your Users
An Introduction to User Experience
Heath Meyette
Frank Garofalo
Part 1 of 2

Please write down on provided sticky-notes
your expectations for the workshop
Good Morning & Welcome

March 8–11, 2016 | Palm Springs, CA
Esri Developer Summit
Getting To Know Your Users
An Introduction to User Experience
Heath Meyette
Frank Garofalo

Expectation
Sticky Notes
Your expectations for the workshop

Introductions
Your name, city, role, and 1 fun fact
TIME:
10
minutes

Heath Meyette
Senior UX Architect
Esri Creative Lab, Redlands CA
hmeyette@esri.com • @HeathMeyette
Frank Garofalo
Manager, Interactive
Esri Creative Lab, Redlands CA
fgarofalo@esri.com • @fgarofalo

Rules of
Engagement
TIME:
5
minutes
groun d
ur l se

Ideo’s 7 Rules of Brainstorming
• Defer judgment
• Go for quantity
• One conversation at a time
• Be visual
• Build on other ideas
• Stay on topic
• Encourage wild ideas

Agenda
8:30am - 9:00am Expectations, Introductions and Ground Rules
9:00am - 9:20am Exercise
9:20am - 10:20am Presentation & Activity: Journey Mapping
10:20am - 10:40am Morning Break
11:00am - 12:00pm Presentation & Activity: Personas
12:00pm - 1:00pm Lunch
1:00pm - 1:20pm Exercise
1:20pm - 2:20pm Presentation & Activity: Wireframing
2:20pm - 2:40pm Afternoon Break
3:00pm - 4:00pm Presentation & Activity: Usability Studies
4:00pm - 5:00pm Wrap Up

Birthday Line
Exercise One
TIME:
20
minutes

Your Mission: Birthday Line
• Line up around the perimeter of the room
in chronological order of everyone’s birthday
based on month and day.
• ONE RULE: NO TALKING!
TIME:
20
minutes

Your Mission: Birthday Line
• Line up around the perimeter of the room
in chronological order of everyone’s birthday
based on month and day.
• ONE RULE: NO TALKING!
• Sometimes we put constraints on ourselves
that don’t exist. Realizing these constraints
is the first step to creative problem solving.
TIME:
20
minutes

Journey Mapping
Presentation & Activity

Workshop Overview
1 Journey Mapping?
2 What / Why / How
3 Examples
4 Group Activity
5 Presentations
6 Questions

What is a
Customer Journey Map?

Τηε θυ ιχκ βροων φοξ
ϕυ µ πσ οϖερ τηε λογ.
ϕυ µ πσ οϖερ τηε λογ. Τηε θυ ιχκ βροων φοξ
ϕυ µ πσ οϖερ τηε λογ.Τηε θυ ιχκ βροων φοξ
It tells your
Customer’s Story

Why should I create a

It brings focus to
your business.

Gaps between…
Devices
Departments
Channels

It syncs up you and
your customer.

How do I create a

How do I create a Customer Journey Map?
1. Research
2. Brainstorm
3. Visualize

Brainstorm using a
Journey Map

Visualize your
Research & Brainstorming

Guidelines to Creating Effective Journey Maps Visuals
1. Keep the customer at the center

2. Keep it simple

2. Keep it simple
3. Use data to help make decisions

2. Keep it simple
3. Use data to help make decisions
4. Tailor it to your audience

Group Activity
TIME:
30
minutes

Activity: Journey Mapping
Scenario: You work for a travel website.
• Customers can’t purchase a ticket without assistance.
• Need a ”fix” ASAP! We’re losing money.
• Why is it failing now?
• Where’s the documentation?
Your task: Create a Journey Map Canvas
• Document the current state of the process
• Come up with improvements

Work across the TimelineSelect Persona Work down each column1 2 3
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
4
Add as much
detail as you can
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
Τηε θυιχκ
βροων φοξ
ϕυµπσ οϖερ
τηε λογ.
5
Don’t forget the
solutions!
Greg
Susan

Instant Replay
Group Presentations
TIME:
10
minutes

8:30am - 9:00am Expectations, Introductions and Ground Rules
9:20am - 10:20am Presentation & Activity: Journey Mapping
10:20am - 10:40am Morning Break
11:00am - 12:00pm Presentation & Activity: Personas
12:00pm - 1:00pm Lunch
1:20pm - 2:20pm Presentation & Activity: Wireframing
2:20pm - 2:40pm Afternoon Break
3:00pm - 4:00pm Presentation & Activity: Usability Studies
4:00pm - 5:00pm Wrap Up
Agenda

Break!
10:20 am – 10:40 am (20 minutes)

<Morse Code>
Exercise Two
TIME:
20
minutes

Your Mission: <Morse Code>
• Divide into small teams of 3-4 people.
• Create a new code language
• Each small team must create a piece of “live code” and
explain how it works (translate the code).
• The new code language should make sense
TIME:
20
minutes

Your Mission: <Morse Code>
• Divide into small teams of 3-4 people.
• Create a new code language
• Each small team must create a piece of “live code” and
explain how it works (translate the code).
• The new code language should make sense
• People are different. We all understand different “codes.”
Terminology that is understandable by some people, by
not be understandable by others. We need to design and
build applications that make sense to our users.
TIME:
20
minutes

Personas
Presentation & Activity

…what are we solving?
The worst misstep one can make in design
is to solve the wrong problem.
JOHN CARROLL
Penn State College of Information Sciences and Technology

Workshop Overview
1 Define Personas
2 Discuss Criteria
3 Example Persona
4 Group Activity
5 Presentations
6 Questions

Personas
A Definition of “Personas”

Personas are user archetypes that represent
distinct target demographics
for your product or service.
COOPER JOURNAL | Perfecting Your Personas

Persona Template
Narrative
Details
Goals
Pain Points
Scenarios
What are Personas?
• Photo
• Name
• Tagline
• Details
• Narrative
• Goals
• Pain Points
• Scenarios
GeoNet: esriurl.com/uxuigroup

Why are Personas useful?
• Guide Decisions
• Improve Efficiency
• Focus Solutions
• Resolve Conflicts
• Increase Success
• Provide Empathy

Everyone needs a user-centered
experience.
Guide Decisions

We need to work smarter,
not harder.
Improve Efficiency

Not every feature is the
right feature.
Focus Solutions

We should work together not apart.
Resolve Conflicts

We want to change our user’s lives
for the better.
Increase Success

Provide Empathy
Our expectations are not our
users’ expectations.

What is the criteria for an Effective Persona?

Researched

Researched
Collaborative

Researched
Collaborative
Realistic

Researched
Collaborative
Realistic
Flexible

Researched
Collaborative
Realistic
Flexible
Active

Researched
Collaborative
Realistic
Flexible
Active
Focused

If you design for everyone,
you delight no one.
ALAN COOPER
Cooper / Cooper University
…why focus on one user group?

Who are we building it for?
Example Persona
A one-stop car shopping mobile app.
Young professionals without
experience purchasing cars.
What are we building?

Give the persona a face to
remember and make them
feel real.
Photo
Persona Anatomy
Example Persona
Narrative
Details
Goals
Pain Points
Scenarios

Karen needs to “Keep It
Rolling” to maintain her
current lifestyle.
Persona Anatomy
Karen
Narrative
Details
Goals
Pain Points
Scenarios
Name & Tagline

Karen is a 28 year old single
working professional with a
degree in marketing. She
has an iPhone 5s and is an
avid social media user.
Persona Anatomy
Karen
Narrative
Details
Goals
Pain Points
Scenarios
Details

Karen commutes 45min to
work and has the same car
that she got in high school.
Her car recently died and
she now needs to find a
replacement quickly.
Persona Anatomy
Karen
Narrative
Details
Goals
Pain Points
Scenarios
Narrative

Persona Anatomy
Goals
• Understand Options
• Save Money
• Get Good Gas Mileage
• Find Reputable Dealer
• Feel Accomplished
Karen
Narrative
Details
Goals
Pain Points
Scenarios

Persona Anatomy
Karen has a hard time
remembering her log in
credentials, she doesn’t
like too much advertising
and she can’t stand pages
that take too long to load.
Karen
Narrative
Details
Goals
Pain Points
Scenarios
Pain Points

Persona Anatomy
Scenarios
Karen needs to decide which
vehicle is the “right one,” find
out which dealerships have
the model she wants, decide
where to purchase from and
then make the purchase.
Karen
Narrative
Details
Goals
Pain Points
Scenarios

Activity Research
What are we building?
A complete vacation planning app.
Who are we building it for?
Parents traveling with their children.

User Testing
Test Observations
The users tends to look for
the best deal to save money.
Families with small children
want to sit together and
take direct flights.
Interview Quotes
“We would like to set up the
whole trip at one time”
“We want to compare all of
the travel options easily”
“We need to be able to
check flight status quickly”
Demographic Data
Age Range
32–48
Average Job Type
Healthcare 22%
Business Services 20%
Retail Trade 16%
Level of Education
High School 17%
Bachelors 62%
Masters 21%
Smartphone Experience
iPhone 17%
Android 76%
Windows 07%
Research Studies
Survey Findings
28% of families spend
between $2500 and $5000
per vacation.
Average length of a family
vacation is 4.7 days.
74% of people spend more
than 6 hours planning a
complete family vacation.
Mode of Transportation
Car 68%
Plane 22%
Train 03%
Activity Research

Lunch
12:00 pm – 1:00 pm (1 hour)

DevSummit 2016 PreSummit Workshop: Getting to Know Your Users (Part 1 of 2)

DevSummit 2016 PreSummit Workshop: Getting to Know Your Users (Part 1 of 2)

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie DevSummit 2016 PreSummit Workshop: Getting to Know Your Users (Part 1 of 2)

Ähnlich wie DevSummit 2016 PreSummit Workshop: Getting to Know Your Users (Part 1 of 2) (20)

Mehr von Frank Garofalo

Mehr von Frank Garofalo (20)

DevSummit 2016 PreSummit Workshop: Getting to Know Your Users (Part 1 of 2)