Looking at various ideation techniques and methods by Reshma Lalla, UX Designer at Multichoice.

1. UX Portfolio Building Series: Part 3
Ideation though Research
Reshma Lalla
Senior UX Designer:
Web and Lean Back Apps

2. Introduction
The secret sauce of design
The relationship between data and design
Measuring behavior
Agenda
Rest of the session
Ideation techniques in UX
Affinity Diagraming
• Empathy Maps
• Closed Card sorts
• Customer Journey Maps
• Experience Maps
• Service Blueprints
• NUF Analysis

3. UX Unicorn
Gym Junkie
Cake Ninja
www.whippd.co.za
Reiki Master
Musician

4. Habituation
As human beings we have limited brain power, and so our brains encode the everyday
things we do into habits, so we can free up space to learn new things.
Awareness
Present
Empathetic

5. Look Broadly

6. Look Closer

7. Think Younger

8. Perspective
“When you change the way you look at
things, the things you look at change”
- Wayne Dyer

9. The relationship between data
and design

11. “Your assumptions are your windows
on the world. Scrub them off every
once in a while, or the light won’t
come in.”
-Isaac Asimov
Eliminate Assumptions

12. Research Differentiators
Market Research UX Research
What people say What people do
What people will buy How people use a product
Large sample sizes Small sample sizes
Broad Insight Deep, focused insight

13. WHY?“As a… I want to… so that…”
“When… I want to… so I can…”
Question and
always refer
to the problem
statement
“People don’t buy what you do,
they buy why you do it.”
— Simon Sinek

14. Measuring
Behavior

15. How are we moving the needle?
Can we measure it effectively? Choosing the right metrics for your product
H E A R THappiness Engagement Adoption Retention Task Success
Goal Signal Metric

16. Goals Signals Metrics
Happiness
Engagement
Adoption
Retention
Task Success
• For users to continuously
use the site/app.
• The number of return
customers from
analytics data.
• The number of active users.
• Purchases/Downloads.
• Measurement of gaming
incentives given.
• For users to download
the app.
• For users to discover
new content.
• For users to use our
gamification feature.
• For users to feel like the
site is unique and
tailored to them.
• For users to accomplish
their goal.
• Usability Test
• Card Sort
• Analytics
• Edit their profile
• Search for documents
• Play a game
GOOGLES HEART FRAMEWORK

18. Key Takeaways
• there’s no one-size-fits-all approach to ideation.
• Always attach a ‘KR’ and metric of measurement to ideation features
• Use Affinity Diagrams to sort large sets of data into clusters
• Involve Senior management in ideation and research to gain
perspective and buy in
• Think broader, look closer, stay young and be present!

19. Challenge yourself daily
“How can I experience the world better?”

20. And that’s a wrap.
Questions?
Reshma Lalla
Senior UX Designer:
Web and Lean Back Apps
rlalla.design@gmail.com
Follow me on twitter:
@resh_l

21. Ideation Techniques

22. Definition:
An empathy map is a collaborative visualization
used to articulate what we know about a
particular type of user.
It externalizes knowledge about users in order
to:
1) create a shared understanding of user needs.
2) aids in decision making.

24. Definition:
A customer journey map is a
visualization of the process that a
person goes through in order to
accomplish a goal tied to a specific
business or product. It’s used for
understanding and addressing
customer needs and pain points.

26. Definition: An experience map is a
visualization of an entire end-to-
experience that a “generic” person
goes through in order to
a goal.
This experience is agnostic of a
specific business or product. It’s
used for understanding a general
human behavior (as opposed to a
customer journey map, which is
more specific and focused on
to a specific business).

28. Definition: A service blueprint visualizes the
relationships between different service
components — people, props (physical or
digital evidence), and processes — that are
directly tied to touchpoints in a specific
customer journey.
Blueprinting is an ideal approach to
that are omnichannel, involve multiple
touchpoints, or require a crossfunctional effort
(that is, coordination of multiple departments).

30. NUF
Analysis
1-7
Idea/Feature New Useful Feasible
Feature A 2 3 5
Feature B
Feature C
Idea D
Idea E
etc
10

31. Flow
Charts

32. Lo-Fi and Hi-FI Prototype

33. Non-linear process
Learn about users through user testing
Empathise to help
define the problem
Tests reveal insights that redefine the problem statement
Constant tests provide new learnings
Understand
& Discover

34. And that’s a wrap.
Questions?
Reshma Lalla
Senior UX Designer:
Web and Lean Back Apps
rlalla.design@gmail.com
Follow me on twitter:
@resh_l