Product + UX: How to combine strengths to make something truly great! Updated

Jeremy Johnson
VP of Customer Experience

— conﬁdential —
@jeremyjohnson slideshare.com/jeremy jeremyjohnsononline.com

Designing digital products since 2001

Mapping Journey
Deﬁning Expectations Picturing the Vision
Demonstrating Bill Pay
Reviewing Experience
Experience
-Driven
Transform
ations
projekt202 is the leader in applying experience strategy and
observational insights to the development of mobile, cloud, web
and workplace software. We’re actively redefining the user
experience (UX) and changing the ways people interact with
technology around the world. Recognized by industry analysts for
setting the standard for the way modern businesses develop
software, projekt202 builds emotionally rich, resonant solutions
that enable customers and end users to fully realize technology’s
potential in today’s connected world.

We’re designers,
developers,
researchers,
program
managers
WE WORK WITH SOME OF THE BIGGEST
COMPANIES IN THE WORLD TO HELP
THEM CAPTURE MOMENTS, IMPROVE
METRICS, LAUNCH TECHNOLOGY
SOLUTIONS AND TRANSFORM THEIR
ORGANIZATIONS.
We have a unique and established methodology for
understanding people in context — we reveal unmet needs
— which drives everything we do. This leads to a crisp,
clear understanding of the customer which shapes the
design and development of new solutions and experiences.
With over 15 years perfecting our approach we have the
experience, teams, skills and scale to deliver sophisticated
software solutions that improve any and all touch points
across the user journey.

• CONTEXTUAL INQUIRIES
• UX DESIGN
• VALIDATION TESTING
• PROTOTYPE CREATION
• VISUAL REFRESH
• TECHNICAL ARCHITECTURE
• FULL STACK AGILE DEVELOPMENT
• EXPERIENCE-BASED PERSONAS
• JOURNEY MAPS
• WORKFLOW DIAGRAMS
• SERVICE DESIGN
• CONCEPT STORYBOARDS
• PRIORITIZED INSIGHTS
• EXPERIENCE STRATEGY ROADMAP
• ON-SITE MENTORING
• DESIGN-RESEARCH CENTER
• DESIGN SYSTEMS
• CHANGE MANAGEMENT
• EMBEDDED TEAMS (DESIGN / DEV / PM)
• TRAINING & WORKSHOPS
• CUSTOMER EXPERIENCE ASSESSMENT
Software Design & Development Customer Experience Strategy Customer Experience Adoption
vation
FOCUSED INNOVATION
Qualitative Research
Affinity Diagramming
Construct themes from qualitative
data.
Analysis & Synthesis Opportunities and Strategy Definition
Design Research Strategic IdeationExperience Strategy Definition
ext
REVEALING REALITY
Foundational Analysis
Heuristic Evaluation
Identify initial breakdowns and
opportunities.
Stakeholder Interviews
Understand stakeholders’ business
goals & strategy.
Technical Organization
Capability Analysis
Analyze existing skills and toolsets.
Scenario-based System
Walkthroughs
Demo of existing solution.
User Experience Technology
Enterprise Architecture
Capability Assessment
Review existing enterprise
technology infrastructure.
Existing Research Review
Market research, website feedback,
corporate strategy, etc.
us
Research Plan
Design activities to meet research
goals.
Contextual Inquiries
Observe & document users in
context & environment.
Users Journals & Diaries
Users document their experiences
over time.
User Workflow Modeling
Visually document workflows &
work systems.
Ideation Workshops
Immerse stakeholders in data and
brainstorm opportunities.
Persona Development
Create customer types to
document observed behaviors and
values.
Consolidated Workflow
Diagram
Aggregate individual user workflows
into one diagram.
Opportunities Generation &
Evaluation
Opportunities & prototype choice.
Opportunities Matrix
Prioritize in three dimensions,
including user experience impact.
Marketing Opportunities
Strategic planning of owned,
earned & paid online tactics.
Engagement Plan
Develop the strategic and tactical
plan to achieve the client’s goal.
Experience-Driven
Roadmap
Plan how great UX can be achieved
through the design.
Design Principles
Articulate design principles to
guide the design and development
process.
Requirements & User
Stories Definition
Write user stories based on
detailed user scenarios.
Application & Navigation
Framework
Validated navigation and
framework.
Wireframed Key Workflows
Validated wireframes of key
workflows.
Visual Design Language
Visual design language defined.
Storyboards
Illustrate graphical representations
of scenarios.
User Scenarios
Write detailed narratives for user
experience flows.
Ideation & Iteration
Validation & Evaluation
Future Journey Map
Visualize the user’s future,
improved experience.
Framework Concepts
Create models for the navigation &
framework of the application or
site.
Workflow Concepts
Draw high-level wireframes for key
workflows.
Visual Exploration
Explore different visual treatments
and styles of the application or site.

Design is still
miss-understood.

DistillMeaningfromObservation
FOCUSED INNOVATION
Qualitative Research
Quantitative Research
Construct themes from qualitative
data.
Analysis & Synthesis Opportunities and Strategy Definition
Design Research Strategic IdeationExperience Strategy Definition
IdentifyChallengesinContext
REVEALING REALITY
Foundational Analysis
Heuristic Evaluation
Identify initial breakdowns and
opportunities.
Digital Marketing SWOT
Analysis
Identify strengths, weaknesses,
opportunities & threats.
Stakeholder Interviews
Understand stakeholders’ business
goals & strategy.
Technical Organization
Capability Analysis
Analyze existing skills and toolsets.
Scenario-based System
Walkthroughs
Demo of existing solution.
Metrics Evaluation
Establish quantitative baseline of
engagement & conversion data.
Content Inventory
Catalog the content of the site or
application.
Competitive Analysis
Evaluate competitors and
comparables on specific axes.
User Experience
Data
Technology
Enterprise Architecture
Capability Assessment
Review existing enterprise
technology infrastructure.
Solution(s) Architecture
Assessment
Review existing application(s)
architecture.
Existing Research Review
Market research, website feedback,
corporate strategy, etc.
BringtheSolutionintoFocus
Research Plan
Design activities to meet research
goals.
Observe & document users in
context & environment.
Users Journals & Diaries
Users document their experiences
over time.
Participatory Design
Co-creation explorations with
users.
Card Sort
Explore users’ mental models for
content and labeling.
Surveys
Solicit structured feedback from
users.
User Workflow Modeling
Visually document workflows &
work systems.
Ideation Workshops
Immerse stakeholders in data and
brainstorm opportunities.
Persona Development
Create customer types to
document observed behaviors and
values.
Consolidated Workflow
Diagram
Aggregate individual user workflows
into one diagram.
Current Journey Map
Visualize the user’s perspective of
the current experience.
Quantitative Data
Visualization
Present quantitative data visually.
Opportunities Generation &
Evaluation
Opportunities & prototype choice.
Opportunities Matrix
Prioritize in three dimensions,
including user experience impact.
Marketing Opportunities
Strategic planning of owned,
earned & paid online tactics.
Engagement Plan
Develop the strategic and tactical
plan to achieve the client’s goal.
Experience-Driven
Roadmap
Plan how great UX can be achieved
through the design.
Design Principles
Articulate design principles to
guide the design and development
process.
Requirements & User
Stories Definition
Write user stories based on
detailed user scenarios.
Framework
Validated navigation and
framework.
Wireframed Key Workflows
Validated wireframes of key
workflows.
Visual Design Language
Visual design language defined.
Information Architecture
Map the product from the users’
points-of-view.
Storyboards
Illustrate graphical representations
of scenarios.
User Scenarios
Write detailed narratives for user
experience flows.
Ideation & Iteration
Validation & Evaluation
Qualitative & Quantitative
Data Synthesis
Analyze validation data.
Future Journey Map
Visualize the user’s future,
improved experience.
Concept Validation
Validate design prototypes through
user feedback.
Framework Concepts
Create models for the navigation &
framework of the application or
site.
Workflow Concepts
Draw high-level wireframes for key
workflows.
Visual Exploration
Explore different visual treatments
and styles of the application or site.
KANO Feature Prioritization
Prioritize features with users
through KANO analysis.

“Last week, the first
of 100 signs that
are part of an
initiative to rethink
parking was installed
in Los Angeles by
Mayor Eric Garcetti.”
https://hyperallergic.com/197408/new-la-parking-signs-are-good-design/

https://www.theverge.com/2018/1/18/16905512/hawaii-missile-software-false-alarm-emergency-alert

“Design Thinking?
How about… Thinking?”
Kelly Moran
Principal Experience Researcher
projekt202

Iterative Testing? Customer Insights?

https://www.youtube.com/watch?v=u00S-hCnmFY
Rapid / Lo-Fi Prototyping?

https://www.slideshare.net/jeremy/

My frustration
around wanting to
build better stuff!

& trying to convince
people there is a
better way…

INSIGHTS &
IDEAS
VALIDATION
BACKLOGS
DESIGN
VALIDATION DEVELOPMENT
BACKLOG
LIVE TEST
SPRINT
DEVELOPMENT
SPRINT
DEVELOPMENT
Ideas & Insights
(AKA Hypothesis)
Validated Design
Experiments
Validated Development
ExperimentsLaunch
Are you validating your experiments before sending
a full development team to build?
If not, you’re missing out on half the value of
modern product development.

https://www.pinterest.com.au/pin/29203097558880694/

THE RIGHT
EXPERIENCE DONE WELL

Bad design…
Popular, successful site…

Good design…
Out of business…

http://startupgraveyard.io/company/rdio/

0 Unrecognized
UX is “not important”
1 Interested
UX is important but receives little funding
2 Invested
UX is very important and formalized programs emerge
3 Committed
UX is critical and executives are actively involved
4 Engaged
UX is one of the core tenets of the organization’s strategy
5
Embedded
UX is in the fabric of the organization; 
not a separate discussion
CUSTOMER DRIVEN
Maturity Model
http://johnnyholland.org/2010/04/planning-your-ux-strategy/
https://www.nngroup.com/articles/usability-maturity-stages-1-4/
0-1 (Org Wide)
1-5 (Org Wide)
Ratio 1:100
Ratio 1:50
Ratio 1:15
Ratio 1:4

DESIGN CAN SOLVE BUSINESS CHALLENGES
Additional revenue via better
experience which drive more
customers & sales.
MORE REVENUE
Savings via improved
processes, systems, via
digital transformation.
REDUCED COSTS
Get to market with the right
product or service faster, and
hit the mark the 1st time.
TIME TO MARKET
Identify new concepts and
revenue streams that
leverage your brand in new
services or products.
INNOVATION
Winning today’s marketplace
takes increasingly better  
brand experiences.
MARKETSHARE
Moving to new platforms
needs a dedicated plan that
takes into account more than
the technical specs.
MODERNIZATION

PRODUCT + UX
How to
combine
strengths to
make
something
truly great!

BUT…  
TO GIVE THE USERS
SOMETHING GOOD…

“Marketing Owners” “Project Managers”

“Visual Designer” “Business Analysts”

“Product Owner”
+
“UX Designer”

“Product Owner”
+
“UX Designer”
Hi!

Software development has changed.

And not just from waterfall to Agile…

“ “Agile doesn’t have a brain”
Bill Scott
VP Engineering PayPal
— http://www.jeffgothelf.com/blog/agile-doesnt-have-a-brain/

““Understanding the what and why
around your customer’s behavior is
one of the top things you need to do
well to be successful.”

“Organizations that understand their customers well
are more successful at retaining them and attracting
new ones — we know this from experience. It’s why
most CX pros do customer research.”
“Customer understanding is Crucial
— and Harder than it looks”
• Elicitunconsciousthoughtsandemotions
• Examinecontext’sinfluence
• Testideaswithcustomers
• Measurebehaviordirectlyratherthanrelyingon
recollection
To tap into hidden and unpredictable aspects
of customer behavior, CX pros should use
methods that:

Starting with people to build 
an experience strategy
An experience strategy identifies the most important,
holistic experience for both a business and a
customer. That identification process involves much
more than sending out a survey or conducting an
interview.
You need to spend time with people in their
context, in the places where they live and work, to
observe, to build authentic relationships and to
uncover the real truths that shed light on
understanding a customer's journey with a company.
Mapping Journey Demonstrating Bill Pay
Building Empathy

Rolling out new software is hard in any
company, but it’s even harder when your
employees still send faxes.
“OpsSuite was built by Southwest and a
Texas-based software design and UX firm,
projekt202, which specializes in what
they call “complex digital
transformations” for their clients.”
Southwest Airlines’
Digital Transformation
Takes Off
fastcompany.com/3065045/wanderlust/southwest-airlines-digital-transformation-takes-off

PROJEKT202 METHODOLOGY
ACROSS THE ORGANIZATION
REVEALING REALITY FOCUSED INNOVATION BUILDING & EVOLVING LAUNCH MEASURE & LEARN
CUSTOMER / USER INSIGHTS
• Validation Tests
• Prototypes
• UX Design
• Usability Tests
• Co-creation
• 404 Testing
• Generative Research
• In-Person Studies
• CX Journey Maps
• Personas
• Diary Studies
• Prioritized Enhancements
• A/B Test
• Iterative Experiments
• Live Testing
• Analytics Tooling
• Agile Development
• DevOps
• Design Systems
• Automated Testing
• Full Stack Development
• NPS / VoC
• Analytics
• Feedback
• Customer Acquisition

DR
CD
POPM SA
BED
FED
DO
UXD
QA
SPRINT 
TEAM 3
2
2
2
2
FSE
SA
Front End Developer
Back End Developer
Dev Ops
Quality Assurance
User Experience Designer
Solution Architect
Full Stack Engineer
Leads
BED
FED
DO
UXD
QA
SPRINT 
TEAM 2
2
2
2
2
FSE
SA
BED
FED
DO
UXD
QA
SPRINT 
TEAM 1
2
2
2
2
FSE
SA

1. “Knew” PhotoShop
2. Made things look good
3. Could code CSS
4. Make it look like your brand
1. Deep Design methodology
2. Trained in understanding customer needs
3. Leads teams in building empathy
4. Can help shape product strategy
WHAT DOES A UX DESIGNER DO?
IN THE PAST TODAY

https://www.mountaingoatsoftware.com/training/courses/certiﬁed-product-owner

http://www.romanpichler.com/training-courses/certiﬁed-scrum-product-owner-course/

https://www.mindtheproduct.com/2017/08/lean-dont-speculate-accumulate-validate-succeed/

“I found that 23% of customers who chose to sign up
using Facebook authentication did not click on the link in
the verification email.”
https://www.mindtheproduct.com/2017/08/user-behavior-can-bite-lessons-product-management-trenches/

“After a lot of head scratching, here’s what I did. I
connected to customers who did not complete the
verification process by sending out a Facebook
messenger request.
The predominant feedback I received was: “I don’t
remember the email address associated with my
Facebook account.” … you might as well ask the users to
climb a 10-foot wall.”

“Because we are blind to real customer needs or fail to
see the constraints of user behavior we end up creating
more problems than we solve. The best bet is to take the
plunge and observe how customers react.”

We’re not trying to take each other’s job…

“…as a product leader you are only as good
as your team, and setting them up for
success and giving them the space and air
cover to do their best is ultimately how you
and your product will be successful.”
— http://www.mindtheproduct.com/2017/03/product-managers-not-ceo-anything/
“ Product Owner… CEO?

1. “Knew” Jira
2. Made checklists
3. Built Roadmaps
4. Carried down directions from the top
1. Sets strategic direction
2. Has deep customer understanding
3. Facilitates team dynamics
4. Sets scorecards for metrics
WHAT DOES A PRODUCT OWNER DO?
IN THE PAST TODAY

WHAT DOES A PRODUCT OWNER DO?
“Getting things done”
vs.
“Getting the right things done”

https://medium.com/@melissaperri/product-manager-vs-
product-owner-57ﬀ829aa74d

Weak Product Management
or
Weak User Experience

“Product Owner” “UX Designer”
“I need to better
understand my
users…”
“I need to have a
bigger eﬀect on the
product”

http://www.romanpichler.com/blog/ux-skills-for-product-owners-and-product-managers/?utm_source=Twitter&utm_medium=Blog&utm_campaign=UXSkills

WHAT CAN A UX
DESIGNER DO?
PROPER RATIOS
LEADING
CUSTOMER
INSIGHTS
PART OF
SENIOR TEAM
HELP DRIVE
DECISIONS
EMBEDDED
GET YOU CLOSER TO
THE CUSTOMER
MORE THAN JUST
“VISUAL DESIGN”
VALIDATING
BACKLOG ITEMS
BUILDING
INTERACTIVE
PROTOTYPES
ABLE TO
MOVE
METRICS
UNDERSTAND
TECHNOLOGYCAN TALK
BUSINESS
VISUALIZING
USER
JOURNEYS
CAN LEAD
DISCUSSIONS
INTERVIEWING
USERS
DESIGN
PROCESS

CREATE
UNDERSTANDING
VISUALIZE AS MUCH
AS POSSIBLE
VALIDATE  
YOUR IDEAS
THREE (OF THE MANY) WAYS YOU CAN
UTILIZE YOUR UX DESIGNER

“As a builder, as an entrepreneur, how can you create
something for someone else if you don’t have even
enough glancing familiarity with them to imagine the
world through their eyes?”
Chris Sacca
Lowercase Capital
“

I don’t work in food services.

I’ve never been a police officer.

User Researcher: “User researchers are the eyes, ears and
conscience of your product manager,” the guide explains.
User researchers provide the knowledge that ensures that
you “build products that delight your customers through a
great user experience.”
“
13 Jobs That Now Matter The Most, From A Digital Perspective

“What’s important to remember is that customer journeys
aren’t created; they’re discovered. When we try to create
journeys, we fall into one of these two traps: we either
hallucinate customer needs or throw away the customer
experience playbook altogether and focus on the needs we
know intimately: our own.”
“
— Jake Sorofman
http://blogs.gartner.com/jake-sorofman/customer-journeys-are-discovered-not-created/

“…data can’t substitute for the real, deep
insight gained from talking to real
customers and users.”
“
Jens-Fabian Goetzmann
Product Manager @ Yammer.
https://medium.com/@jefago/why-pms-need-qualitative-research-2990b49fc46e

1. … it can get you to the “why” behind the data
2. … it can generate new ideas and hypotheses to test
3. … you can validate hypotheses that aren’t A/B testable
4. … it can address new users that aren’t using your product today
5. … it can get you to answers faster (without building anything)
6. … you will stay more humble and grounded
“

“The solution? Exposure hours. The number of hours each
team member is exposed directly to real users interacting
with the team's designs or the team's competitor's designs.
There is a direct correlation between this exposure and the
improvements we see in the designs that team produces.”
““It's the closest thing we've found to a silver bullet…”
https://www.linkedin.com/pulse/fast-path-great-ux-increased-exposure-hours-jared-spool
Jared Spool

“Observing users in person provides you with data that
surveys and behavioral data simply can’t, just as surveys
and behavioral metrics provide you with data and
reliability that qualitative work can’t. You need both— and
you need to do both well”
“
https://medium.com/@mgallivan/the-case-for-talking-to-users-in-the-age-of-big-data-bca4159e9620
Matt Gallivan

Customer experience (CX) professionals know that the first step on
the path to delivering good experiences is doing research to
understand their customers. Yet many fail to recognize that it’s easy
to draw false conclusions — and that doing so is even more
dangerous than being ignorant. In this report, we warn teams
about the most common pitfalls and explain how to adapt your
practices and mindset to avoid them — and get the insights you
need to succeed.
Build Real Customer
Understanding
How To Avoid Research Pitfalls And Achieve Insight Instead
https://www.forrester.com/report/Build+Real+Customer+Understanding/-/E-RES136384

A contextual inquiry is a cross between an
interview and an observation that combines the
strengths of both.
In a contextual inquiry, the interviewer goes to the
user and interviews them where they perform the
activities being investigated. The idea is to
interview users in the context of their lives while
they are performing their tasks, asking them
questions about what they are doing and why
(when necessary) along the way.
Revealing Reality

Mapping Journey Demonstrating Bill Pay

Journey Maps are meant to clarify customer
understanding at various points along a
continuum. The purpose of the Journey Map is to
identify high and low points for the user within
the experience. High points being portions of the
flow that are working well and are enjoyable for
the user and low points being areas where the
experience is difficult or frustrating.
A Journey Map will help prioritize UX design
efforts by identifying areas that have the greatest
opportunity for improvement.
Journey Map
Revealing Reality

Prototypes
Focused Innovation
Once we have identified the concepts that
we want to validate with users we design and
build high-fidelity prototypes. The final
prototype can be used for validation studies
and is also effective for communicating a
concept to internal stakeholders and
prospective customers.

Kano Study
The Kano Model was developed by Japanese
Quality Management expert Noriaki Kano -
and with this method - testing allows for
user input to determine where each feature,
or proposed feature, fits in the model by
weighing the results of a functional question
and a dysfunctional question. Plotting the
responses on a matrix and calculating their
functional and dysfunctional characteristics
leads to recommendations for which
features should be prioritized according to
users needs, satisfaction, and the relative
ratio of effort for each feature in question.
Focused Innovation

Validation Testing
Focused Innovation
The goal of validation testing is to identify
any usability problems, collect qualitative
and quantitative data, and determine the
user's satisfaction with the product. By
identifying problems with usability testing
early in the design phase, ﬁxes will be less
expensive 
A ﬁndings and recommendations report is
created after observing users in the
testing facility .

small, purchase, and general
merchandise. I organize the
stacks so I can just grab the item
quickly instead of walking back
and worth.
“
”
L
concentrating on how we interpreted the
information ourselves.AFFINITY
WALK
THE RESUL
Over 375 Oppo
arose from the
CORPORATE PAR
Dionne James
Azure Hicks
Leigh-An Kennedy
Mary Brown
Dashboard
Customer History
Daily
Buys products
Compensation commission hourly
Goals
Sales
Store goals
Team Goals
Filters
Daily, weekly, monthly
Region
Transition history
KEY DESIGN
PRINCIPLES
WHAT ARE DESIGN PRINCIPLES?
Experience principles are guidelines for solving
a challenge in dependent of a specific solution.
These principles translate our findings into
design directives based on an understanding  
of the design space and the users.
WHY KEY DESIGN PRINCIPLES?
These principles outline what is necessary to
achieve success, giving designers and
implementers a framework in which to generate
solutions that align with employee needs and
motivations and to serve as guideposts at
decision points.
MAKE EMPLOYEES MOBILE
TECHNOLOGY
5
All employees currently spend a lot of time walking
the store to complete their tasks. By providing the
be able to complete tasks more efficiently, by sear
up information while out on the floor or in the back
processes, making employees faster and less likely
Associated User Personas: 
The Overseer  
The Achiever  
The Orchestrator 
The Warehouse Guard
VERY HIGH PRIORITY
Make Employees Mobile
Codes to Tag Items
VERY HIGH PRIORITY
OPPORTUNITIES
Increase Readability
Tracking Inventory Tool
Pricing Tool
RITY
TIONS
e
lves,
uch
ecific
ed to
ive
REAL TIME UPDATES
With multiple employees working in the system on multiple
devices, in order to maintain consistency the system needs to
update in real time between devices. For example a customer
pays off a loan and takes in a large amount of money, the
system the manager is on in the back room needs to reflect
that immediately in order for them to make decisions with up to
date information.
Associated User Personas: 
TECHNOLOGY
14
CSR
INVENTORY
Hi, I have a
guitar
James comes in to get a loan on a
guitar. Mary inputs the model number
to pull up the suggested price for a
ITEM INTAKE
After giving James his loan, Mary
attaches a pawn ticket to the guitar,
then takes it into the back room and
places it on a shelf. She scans the shelf
and that location is associated with the
guitar in the system.
PLACE IN BACKROOM
The guitar has fallen out of loan, so Mary
pulls it for inventory. She takes the guitar
from the shelf, scans the ticket on it to
identify it, then prints out a price tag. She
PFI
Dennis is interested in purchasing the
guitar. Mary scans it and sees a
description, speciﬁcations, and an image
of the item. She also sees how long it has
been in loan, how long it's been on the
ﬂoor, and how much the store paid for it to
help her negotiate.
ON SALES FLOOR
CSR
GETTING A LOAN ON AN ITEM
CUSTOMER ARRIVES
Customer
arrives Verify customer’s
informationExisting customer
CUSTOMER SHOWS ITEM
New item
Serial number Pull up item via serial/
model number
No serial number
Previously
loaned-on item
Customer
shows item
System suggests
price based on:
Add customer’s
informationNew customer
NEGOTIATE WITH CUSTOMER
Negotiate
with customer
Distribute cash
Search for item
with categories
Item
Condition
Customer pickup stats
Similar items priced
regionally & nationwide
Find item in
customer’s history
Verify item is
same as before
oans Backroom Manager Shift Leads Pawn Brokers Asst Managers Managers
11
2
1

Qualitative Quantitative
Analytics
A/B Testing
Clickstream
404 Testing
Surveys “Voice of Customer”
NPS
Experian
Personas
Journey Maps
Workﬂow Diagrams
Validation Testing
Usability Testing

we like to translate requirements into experiences  
(and experiments!)

“Developing a product without user research is essentially
one expensive experiment which, according to
aforementioned industry benchmarks, has a 90% chance of
not paying off (at least without modifications post-launch).”
“
—
http://www.gallup.com/businessjournal/185345/quantitative-customer-experience-metrics-aren-enough.aspx?utm_source=twitterbutton&utm_medium=twitter&utm_campaign=sharing
Calculating the ROI of Digital Prototyping
Nis Frome

Waterfall…
Start Launch
2 years
😥

Agile?
Start Launch
2 years
🤣

“I’m also hoping very much to see more validation of ideas.
In other words, let’s stop just shipping features, crossing
our fingers, and hoping they work. Let’s figure out how we
can test whether we’re moving in the right direction before
we commit six months and hundreds of thousands of
dollars toward building something.
“
—
Calculating the ROI of Digital Prototyping
Laura Klein
http://blog.wootric.com/product-managers-stop-worrying-about-building-the-wrong-thing-on-schedule-a-qa-with-laura-klein/

“Remember that our higher order objective is to validate our
ideas the fastest, cheapest way possible. Actually building
and launching a product idea is generally the slowest, most
expensive way to validate the idea.”
“
—
Dual-Track Agile
Marty Cagan
http://svpg.com/dual-track-scrum/

“…from $1 invested in UX, you save $10 in fixing issues
during development, and $100 if the product has been
already released.”
“ 1:10:100
http://nearsoft.com/blog/how-to-make-100-for-every-dollar-you-invest-in-ux-3/

“… due to poor
requirements definition”
“…of projects scrapped, or end
up being underwhelming”
“…in developer time spent on
avoidable rework”
“$600 billion spent on digital projects
— with billions wasted…”
30%
UP TO
67%
UP TO
50%
UP TO
[CNBC — Tech spending isn’t all it’s cracked up to be] [usability.gov — Benefits of UCD][IAG — Business Analysis Benchmark Report]
— all avoidable!! —

INSIGHTS &
IDEAS
VALIDATION
BACKLOGS
DESIGN
VALIDATION DEVELOPMENT
BACKLOG
LIVE TEST
SPRINT
DEVELOPMENT
SPRINT
DEVELOPMENT
Ideas & Insights
(AKA Hypothesis)
Validated Design
Experiments
Validated Development
ExperimentsLaunch

“You’re not building to build, you’re building to
answer. The prototype is thrown away after a
sprint 99% of the time.”
“
—
Design Sprint
Todd Lombardo
http://www.mindtheproduct.com/author/ctodd-lombardo/

Usability Test Iterative Validation
You have a solution already launched, and you’re
looking for areas that could use improvements.
Testing with actual users in a 1-1 setting with task
based scenarios you’ll capture many of the key issues.
A non-functional prototype is validated with limited
work behind it - to make sure we’re heading in the
right direction early in the process. And WAY before
development starts to build. This is also done in a 1-1
setting, but changes are made on the ﬂy.

https://material.uplabs.com/posts/top-3-of-2016

01 View driver rating
02 Choose car
03 Logo on car
04 Driver info
05 Track driver’s arrival
06 Auto-location/911
07 Rate driver
08 Record driver
09 Stipulate store
10 Browse catalog
11 Type my order
12 Deliver ASAP
13 Scheduled delivery
14 Photo of Item
15/16 ID Badge/Uniform
17 Hand delivery
18 Confirm received
19 Courier
20 Errands
-1.00 -.075 -0.50 -0.25 0 0.25 0.50 0.75 1.00
Stacked coeﬃcients based on Kano rankings

My UX team doesn't
do this things?!

This is a problem. Just because you
hire someone, doesn’t mean they’re
going to be good. You might have to
push them in the right direction. If
you’re a product owner a well
placed… “don’t you think we should
do some observations…” could prod
the UX team to do a little research
about what that would take to do
some research, and hopefully get
them excited about it.

HIGHLIGHT THE
BUSINESS SIDE
OF DELIGHTING
YOUR
CUSTOMERS
SETTING KEY
METRICS FOR THE
TEAM TO WORK
TOWARDS
PROVIDE
SUPPORT AND
COVER-FIRE
THREE (OF THE MANY) WAYS YOU CAN
UTILIZE YOUR PRODUCT OWNER

HIGHLIGHT THE
BUSINESS SIDE OF
DELIGHTING YOUR
CUSTOMERS

https://www.jeremyjohnsononline.com/

http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/

Additional revenue via better
experience which drive more
customers & sales.
MORE REVENUE
https://issuu.com/anttipitkanen/docs/droi_measurabledesign_2012_issuu_en/1
Savings via improved
processes, systems, via
digital transformation.
REDUCED COSTS
Get to market with the right
product or service faster, and
hit the mark the 1st time.
TIME TO MARKET
Identify new concepts and
revenue streams that
leverage your brand in new
services or products.
NEW CONCEPTS

Demonstrating Bill Pay
INSIGHTS &
IDEAS
“Customers are
really looking for X
out of our brand…”
“Can we validate the
ways we can solve
that problem?”

“We’ve found a
great way to
solve for X, and
it validated
really well!”
“Great, let me help
build a business
case around this so
we can prioritize it!”

“I know our CEO is
really hot on Y, and X
could ﬁt right in!”
“This would increase
repeat usage, which
would improve
conversion!”
“Can we tie this in to
get more people to
complete the on-
boarding? We’re
tracking to that
metic this quarter”
“I think this could
reduce calls to the
call center — which
would save $XX and
help us achieve our
goals!”

SETTING KEY METRICS
FOR THE TEAM TO
WORK TOWARDS

“Make it better”
“Solve this problem”
“Add these features”

• Profitability…
• Customer Service…
• Retention…
• Eﬀiciency…
• Growth…
• Re-platform…

Problem Base Goal Current Status
Increase On-boarding
Completion
43% 60%
Increase Conversion
3.8% 4.2%
Decrease call-center
support 25% 20%
Product X
64%
3.6%
18%

Increase On-boarding Completion
Remove steps
Redesign
Mobile Friendly
Social Sign-on
Text Service
Improved Copywriting
Accessibility Improvements
Add free trial

oarding Completion
Remove steps
Mobile Friendly
ce
Improved Copywriting
Add free trial

PROVIDE SUPPORT
AND COVER-FIRE

• Oﬀice politics
• New shiny objects (NSO)
• Unproductive requests
• Keeping leaders informed
• Promoting wins

Don’t take no. Try diﬀerent avenues. Show how
something could be improved.
PUSH, AND PUSH SOME MORE
Why is it like this? What happens if I break this rule?
Have we changed? Is it time to rethink this?
DON’T TAKE PROCESSES AT FACE VALUE
Learn the art of being liked, but getting things done.
Those are not always in conflict, but sometimes they are.
SOMETIMES YOU HAVE TO BE A
BIT OF AN ASS
Prove yourself, then prove yourself again. Show with
your own passion, lead.
LEAD
LEADING TO GET
THINGS DONE.

CREATE
UNDERSTANDING
VISUALIZE AS MUCH
AS POSSIBLE
VALIDATE  
YOUR IDEAS
HIGHLIGHT THE
BUSINESS SIDE
OF DELIGHTING
YOUR
CUSTOMERS
SETTING KEY
METRICS FOR THE
TEAM TO WORK
TOWARDS
PROVIDE
SUPPORT AND
COVER-FIRE

So that you can
combine
strengths to
make
something
truly great!

Jeremy Johnson
 
 
VP of Customer Experience
@projekt202
jeremyjohnsononline.com

We wrote the book on helping businesses
gain insight from their customers and
users — insights that lead to effective,
successful launches.
Designing Software for People:
Application Development in the Experience Age
experience.projekt202.com

Product + UX: How to combine strengths to make something truly great! Updated

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