Agile 2014 presentation by Martina Schell shares the discovery and framing process that helps to explore and define a digital product opportunity, ready for agile development. Focus on creating a lean process that removes enough uncertainty to move into delivery. Requirements, feature lists, quantitative data. We understand business requirements and technical feasibility quite well. But what does it mean to collaborate with your users in the product design process? It can be a lot more challenging to make sense of user research and how to get from speaking to customers to creating better user-centered products. This session demystifies the process of getting from user research to insights and an actionable framework for experience design that informs your product development. I have applied this framework across startups through to enterprise scale product and service development programs to improve problem/solution and product/market fit. In this practical session you will learn how to put together a framework that captures the insights and opportunity you have gleaned from collaborating with your customers and help guide your product development process with clear user goals and design principles. You will be able to create a frame of reference for decision making that incorporates: • insights derived from customer research (qualitative user interviews) • trends / best practice desk research • business requirements capture (stakeholder interviews) • audience definition (personas) that also inform recruitment of participants for testing throughout the development process • proposition/opportunity • scenarios • user journeys • touchpoint mapping • design principles (draw from brand, product, dev and UX)

1. ANATOMY OF A
UX FRAMEWORK
Martina Hodges-Schell
@polaroidgrrl
AGILE 2014 31 JULY 2014

2. PRODUCT +
SERVICE
INNOVATION
STARTUPS ENTERPRISE
HELLO
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

3. SUBJECT MATTER EXPERTS
DESIGN
PRODUCT
TEAM
PRODUCT
MANAGEMENT DEVELOPMENT
HELLO
STAKEHOLDERS WIDER TEAM
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

4. HELLO
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

5. WHAT DO YOU DO?

6. SHAPING THE
PRODUCT
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

7. WHEN
TO FRAME NEW
OPPORTUNITIES
OR
CREATE STEP CHANGES

8. WHEN
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

9. WHAT
UX FRAMEWORK
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

10. WHAT IS IT?
A COLLECTION OF
UX FINDING THAT
HELP SHAPE PRODUCT
DEVELOPMENT

11. HOW LONG DOES IT TAKE?
2 - 4 WEEKS
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

12. IN THE SPACE
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

13. GOOGLE DOC
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

14. GOAL
WHO IS IT FOR?
WHAT PROBLEM
ARE WE SOLVING?

15. GOAL
ARE WE BUILDING THE
RIGHT THING?

16. GOAL
TEST ASSUMPTIONS
AT LOW
COST OF CHANGE

17. GOAL
BUILD ENOUGH
CONFIDENCE TO MOVE
INTO PRODUCTION

18. GOAL
COLLABORATE WITH
PROJECT TEAM:
SHARE INSIGHTS
CREATE EMPATHY

19. WHAT GOALS DO YOU
HAVE?

20. 1 MAPPING THE
LANDSCAPE

21. PRODUCT DEVELOPMENT
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

22. BUSINESS NEEDS

23. BUSINESS NEEDS
WHY ARE WE DOING
THIS?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

24. BUSINESS NEEDS
WHO IS IT FOR?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

25. BUSINESS NEEDS
WHAT DOES SUCCESS
LOOK LIKE?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

26. BUSINESS NEEDS
WHAT INFORMATION DO
WE ALREADY HAVE?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

27. BUSINESS NEEDS
WHAT ARE OUR
RISKIEST
ASSUMPTIONS?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

28. SHARED GOALS
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

29. COLLECT QUESTIONS
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

30. COMPETITIVE
ANALYSIS

31. COMPETITIVE ANALYSIS
WHERE ARE WE
POSITIONED IN THE
COMPETITIVE
LANDSCAPE?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

32. COMPETITIVE ANALYSIS
WHERE DO WE
WANT TO BE?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

33. MAPPING
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

34. TRENDS

35. INDUSTRY TRENDS
WHAT’S INFLUENCING
THE WORLD WE
WORK IN?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

36. WHAT’S HOT?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

37. 2
DISCOVERY

38. PRODUCT DEVELOPMENT
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

39. CONTEXTUAL
RESEARCH

40. WHAT’S THE CONTEXT?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

41. SPOT HACKS
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

42. SPOT GAPS
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

43. OBSERVE
WHAT PROBLEM ARE
WE SOLVING? HOW DO THEY SOLVE
THE PROBLEM RIGHT
NOW?
WHY DO PEOPLE
LOVE US?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

44. OUR AUDIENCE

45. OUR AUDIENCE
WHO IS IT FOR?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

46. PERSONAS
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

47. OUR AUDIENCE
WHO IS THE MOST
IMPORTANT USER
AND
WHERE DO WE
FIND THEM
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

48. PRIMARY PERSONA
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

49. INSIGHTS

50. INSIGHTS
RESEARCH ≠ DESIGN
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

51. RESEARCH SYNTHESIS
WHAT
PATTERNS
EMERGED
WHAT WE
+ WHAT WE
+
HEARD SAW
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

52. FIND PATTERNS
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

53. INSIGHTS
RESEARCH INSIGHTS =
OPPORTUNITY
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

54. PROPOSITION

55. PRIORITISE SERVICE
OPPORTUNITIES

56. LEAN CANVAS
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

57. ELEVATOR PITCH
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

58. PROPOSITION
DEFINE MEASURES
OF SUCCESS
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

59. 3 FRAMING THE
OPPORTUNITY

60. PRODUCT DEVELOPMENT
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

61. DESIGN PRINCIPLES

62. DISTIL PRINCIPLES

63. IDEATION SESSION
USER
+ BUSINESS
DESIGN
NEED VALUE
+ PRINCIPLE
+ TREND
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

64. GENERATE IDEAS

65. PRIORITISE IDEAS
USER NEED BUSINESS
PRIORITY
FEASIBILITY
GOAL
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

66. PRIORITISE

67. SCENARIOS

68. HOW DO WE FIT INTO
USERS’ LIVES
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

69. STORY BOARD

70. USER JOURNEYS

71. HOW DO WE HELP
USERS ACHIEVE THEIR
GOALS?
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

72. USER JOURNEYS

73. TEST WITH USERS

74. SERVICE MAP

75. MAP ACROSS
TOUCHPOINTS

76. INITIAL INFORMATION
ARCHITECTURE

77. STRUCTURE
INFORMATION

78. INTERACTION MODEL

79. IS THERE A CORE CONCEPT
TO THE BEHAVIOUR?

80. 1+2+3=
READY TO MAKE THE
RIGHT THING

81. PREPARED TO MAKE
BETTER DECISIONS

82. PRIMARY USERS
IDENTIFIED FOR
HYPOTHESIS TESTING

83. PRODUCT DEVELOPMENT
AGILE 2014 #UXFRAMEWORK @POLAROIDGRRL

85. THANK YOU
Martina Hodges-Schell
@polaroidgrrl
polaroidgrrl@gmail.com

86. Photo credits
Title: Katiehov - http://madartlab.com/sketchnoting-adventures-anatomy-sketchbook/