Hey guys this is part two going deeper into UX today we're going to talk about goals and Jose is going to create user stories which I'm really interested in so don't leave Jose: let me try again I hope you guys listen to me Design a sandwich! My name is Jose Caballer and I talk about design related things. I talk about all kinds of stuff! Chris: My name is Chris Do and I talk about the business of design Jose: At the heart of this operating system is about understanding Chris: Ahem, Jose can we just say the name of the show Jose: Dude, I hate you Chris: You're watching— — The Process Okay, let's go ahead and switch to My Computer now and let's jump right into 'Target' and get to the point, right? Goals, these are the goals.
Again, this is what I've done ahead of time. On the left side of the screen you can see a series of goals. The way we do this is we ask them what are their market goals, business goals, and what else? Efficiency, all that kind of thing and then we rate it on accessibility and desirability. Accessibility is how easy it is for us to do it. We give a score from 1 to 10 that something is very easy to do. It's not particularly strenuous for us. Rate it 10. Desirability is how strong the desire is to do it. Still on a scale of 1 to 10. If you really want to achieve something and it's very easy to do, then it should be at the top of your to-do list.
We've zoomed in on the list on the right and you can see there's some that are relevant to what we're doing and some that aren't. They want to do Christmas cards. It's important to them and it's very simple. They want to run a twice-a-year newsletter. They want to run a Facebook page, a Twitter page. The homepage and the print ads don't look like any of them reflect the website itself.
Jose: But remember this is a prioritization exercise that you need to do early on to understand how market demand works. Chris: So what do you do? Jose: I would do exercises specifically for the website Chris: Which one is the website for? Jose: So again what is the top priority for the website? Is it registration? Chris: Blog? Jose: Are you talking about new customers? Or is it to serve existing customers? Chris: Okay, so in case you haven't seen the other episode where Sanga asked how you can convince clients to reduce the amount of content so it's more manageable and more impactful, I think doing the goal exercise that you design is a great way to do that because they We throw everything into a list and then we start picking out the most important goals and invest our energy and resources into those goals.
If we had unlimited budget and unlimited time , you could accomplish them all if you wanted to. You wouldn't think of it. But that's what you're going to do. Jose: What you're trying to do is try to get to that consensus. Remember, everybody's probably going to have a different idea. Everybody, I mean even the designers don't know. What content is prioritized? One of the people who suffer the most in a web design project is the UX designer or designer because they are left in the wind and cluttered.
You have to do content prioritization exercises. This has many names in the industry among users. In the experience, you can choose a name. I like to call it a customer story or a user story. What you do is describe a customer's behavioral activities in chronological order. Then you can use different features to meet the user's needs in a targeted manner and achieve their goals. How do they find out the next thing is how do you get involved how do they get involved? For example, what's on the website that excites them or interests them and then how do they get back into the relationship and how do they get them to recommend it and say: Hey, you should try Ole's.
Chris, have you told everyone about Ole's? Chris: I said it Jose: So the way I write stories I've done it countless ways before but when you want to do it in front of a client I've done it before in GoToMeeting where I set up a Google Doc like this and say Hey we're going to create a user story a narrative and we're going to do it around each user profile. So, John, the busy general manager, I pulled out his profiles and I went to read the profiles and it's not the Holy Spirit it's not like Chris said I Just pulling things out of the Holy Spirit and actually I'm trying to identify those things in the context of the website so Joe is that person's name can you read his requirements? Chris: He wants to be taken care of, down to the smallest detail. He wants to have a sense of accomplishment, get away from a boring environment and reconnect with the natural world.
He also has an emotional need to focus and reduce stress. He wants to be listened to and feel like a child. Jose: Okay, so We figured this guy had already been there. So, Joe, how did he find Ole's? Chris: The first time he went there was as a guest and was taken there by someone else. Jose: OK, how do we attract him to this site? Or why is he using this website at this moment? Chris: As a repeat customer? Jose: Yes, he came back Chris: He was a repeat customer and he used the site again to book and he was not a serial booker Jose: He came over and wanted to book so he found the site because of an invitation from a friend so now he knows He signed up on the website.
He signed up on the website to receive newsletter emails. You can write down the keywords or type them into a story on your computer. Chris: Everyone will receive an email when they book a trip. So there's no need to register it's sent automatically Jose: He's already been there so he already has the email so those are two things a friend takes him there and he automatically gets the newsletter because he's already been there so, he has A holiday was coming up. A holiday was coming up and he was trying to decide what to do. He still hadn't made a decision. Then he got an email from Ole's reminding him what would be in the mail? Tell me the story here Chris: It's cyclical like, what's going on they'll update the news and maybe write a year in review article or something like that Jose: It's like a farmer's almanac Chris: I think it's a very Good expression Jose: This is partly the weather, this is partly what's going on, and there's a new employee, you know, it's just a lot of stuff, does it make sense? For a newsletter I look at the decision through these who is this person he's going to look at what he's said a lot and it's based on a real customer you've been there you've been a customer there you For customers who know that, you can also use the interview you did with the customer.
Okay, then he clicks to book a trip and the page jumps to the website. When he comes to the website page, he will see what attracts him. Why is this specific user attracted? What attracts him is that he is a CFO, he is a quantitative oriented person, what is his personality? Chris: I think he has been there before, so asking him to remember how good it is can attract him again. So look at some photos and listen to the stories. The fisherman likes to tell stories. Jose : Okay so you think the story has the potential to appeal to him Chris: You just have to rekindle his memory of previous experiences because time goes by and you get occupied with other things in life and the memory gets blurry so when I see pictures of nature, people Pictures of fishing, pictures of catching big fish, I want to go there too.
Jose: Let’s assume this is the first time he’s seen this site. It ’s a new site to him. Chris: New site, okay. Jose: So this is the first one. What do we want him to do on the new website? We want them to sign up, right? Chris: Okay, got it Jose: So, maybe I'm making this up Chris: Okay Jose: When you go… Do you know how to take a picture of you? For example, holding a fish, every time you go they put the photo on the website and in the members area or a module called user self-identification where users can self-identify as repeat customers. Chris: New customers or returning customers. Jose: This is a new website, but what triggered the registration motivation was seeing the photo. The registrant saw the photo. Why did I decide this? Because he just told me this customer, this story may also be a certain thing that will convince him to register. Well, he registered this. It should be in the story that he saw the photo and signed up and then a "Hello" appeared. Will they say "Hello"? In their brand strategy, here you have to go back to the brand attributes.
Chris: Yes, you would say "Hello" or… They would say "Welcome to Ole's" Jose: They would say "Welcome to Ole's" Chris: Or " Welcome home" Jose: "Welcome home, Joe" Chris: That's what they would say Jose: Welcome home Joe Okay, now I know what the page I'm going to design looks like. Now it's a story page, so in a nutshell it's Piles of other people’s travel photos with some general stories around those stories.
What call-to-action content would be included such as where to navigate? What is the most important thing about the website for the audience: a timeline? So you can plan your vacation. Jose: Plan, itinerary plan. Chris: Planning is better than booking. Jose: He saw the link "Plan Your Trip". He clicked the link and looked at the dates. He saw that the dates of his vacation were very good.
Excited, he booked. Now you can describe the booking process. You can use the same standard type of process as others. There are many ways to do it. I can guarantee that most likely the company has provided all the infrastructure you need for the resort out of the box. Yes, you can use it right away. Chris: I have an idea. Plan and book. It's so fast. I think we need a scaffolding plan and book or reserve. You can reserve these dates and tell your friends. At the same time, Ole's will also have the opportunity to watch. to the client so they can stay in touch Jose: Well, I like that and then he comes back and books Chris: So it’s the plan, the reservation, and then the reservation that people don’t, rarely go fishing by themselves you take a boat out on the ocean you don’t Want to be alone on the boat I know one guy in the whole group and I know he likes to go out on his own but you generally go out with two or three people so that makes coordinating the whole booking a little complicated right? Situations like this are a challenge because I want to go but I need to find a partner to go with.
Jose: So that's another part of the story that I like. What if he's going to send the itinerary to his partner? ? So you can send an itinerary to a friend or family member or to multiple friends. This is a feature that we have to address. Two of his friends responded to the email but they have families so they may not be able to bring just one person to do it alone. One person can manage the reservation so come with a spouse so there are four people? Will they bring their spouses? Or not? Chris: 50/50 chance of them bringing their spouse. Jose: Let’s say one of them brings his wife and an older child. Chris: It could also be the younger son. Jose: They don’t bring the child because their child is too big and has his own life. , how many people are there in total? Five Five people now, he's officially booked Chris: I have an idea when you invite your friends, I think it would be cool to make the invitations like postcards because you might say, shall we do this together? It can't just be a random date that you need to pitch to your friends and their spouses or cousins and kids in college and say, "Let's go do it again." Jose: You can put that in the story and make it Like a digital poster Chris: You need to convince people to go with you Audience: I hope my question wasn't too far off topic Chris: You can go off topic at any time which seems to open the door to ideas about route planning Jose: So this Everyone plans the trip together.
Chris: The idea about invitations sounds great. Audience: The invitations can be in a group calendar and you can see everyone’s available travel times at the same time. Jose: So this is more about digging into the functionality. Now you What you want to do, if you know, is take a note and look at the competitors to see how far into the booking process they are because it's a good idea to have such a challenge in the software and the question is how much effort can actually be gained. If new customers are going to make the leap from not having a website for a long time to having one, how much new technology are you going to use in building the website ? The reason is… That table shows all the project stakeholders in this room. Who is missing in this room now? Chris: Developer Jose: Developer So we came up with all these amazing ideas and unleashed the creativity of designers Chris: And then Rishabh would be like guys, here’s the bill for $30,000 Jose: Let’s keep this idea for now and finish it first The whole concept now is that customers come back again and what you said before actually gets people to actually come back.
It's called the viral loop. What it means is if I want to go fishing with Chris and three buddies, can you go? Then they might invite more people Chris: New feature A Facebook post from you says: Who wants to go fishing with me? It will appear on your (Facebook) timeline. It's a little different from the customer invitation email. When you said the word viral, I was thinking that this would achieve one of their goals of increasing the number of people on Facebook and Twitter. frequency so putting an invitation and a nice photo on Facebook would be a really nice thing to do. I don’t think anyone is doing that. Jose: For our audience, especially those who are watching this video, we can do it without restrictions. The scope of this part of the restriction is as broad as the sky.
We can do whatever we want, and then make all the features that we have thought of into a feature matrix. Then you make a priority arrangement based on cost, complexity, and necessity. Then you have to do the last part. The question is how do you get people to use the site again? Here he sends an invitation to his friends, his friends reply to him, he books a trip for five people, does he pay online? Chris: You can but, no they have a specific way you can hand over a deposit check or something like that Jose: Are we going to change this on the main website? Chris: No. It's still a highly personalized experience. I don't think it's necessary.
Jose: It doesn't cost like a beach trip. Chris: No, you can have 24 people on a trip. Jose: Two or four? Chris: Twenty-four Jose: Oh, are you booking within this range? Chris: No no their capacity is 24 people so it's a highly personal service thing Jose: So those five guys are a team Chris: That's a team Jose: But what I'm saying is it's not cheap, is it? Chris: Not cheap. Jose: $500 per person? Chris: No. Jose: That's… Chris: $3,000 a person. Jose: Got it. So it's $15,000 invested here, so that makes sense. Give it to one of the people so booking online isn't necessary.
Okay but you're already registered and you can manage I like your idea of being able to manage your schedule online so now you've registered everyone who's attending what else can we do to get people over again like what's okay Now set up customer service maybe you can download forms what can the website do? How to make user experience more efficient? Chris: Specifically, once you book a trip or you go on a trip, Joan sends you a form with everything filled out, including your fishing certificate, and she sends you a welcome pack. Jose: Welcome pack? I like the welcome package to be in the email from Joan so we can automate the process and it could be an email from Joan that says: Joe, welcome and it's nice to see you again and maybe that email automatically recognizes that Joe is a repeat customer and she has All the appointment information actually she doesn't have to write it herself and currently she still needs to write an actual email and in the welcome package we can have it automatically sent so there will be an email with the form that needs to be filled out Chris: If he is a Repeat customer In this example, he is indeed so the information in the form should be pre-filled.
Jose: Can we make the form online? Chris: Sure why not? Now there are no restrictions. Jose: Okay, so there is a file because he is already a customer. Joe gets an email with a link to a form. Chris: Everything is filled out. Just tell us what has changed and then no more. For example, sometimes dietary needs change. Joe hasn't had a doctor in a few years. He may have diabetes or prediabetes or something like that. During this time, he needs very specific foods. I can't think of a big change other than that. Maybe it's his address or his phone number. Kind of Jose: So Joe's profile is filled in with past information.
Chris: That's going to make him feel great. Jose: What's next? After finishing the customer story, the last part is how does he… This part is how he shares what he's doing in Share on Facebook Even though I don’t think Joe uses Facebook but that’s a characteristic Chris: Oh, so that’s why there’s a form. You don’t think he’s a Facebook person? It's okay. Jose: He's not a Facebook person. Chris: Yeah, but he's shared it with other people because he invited people. Chris: Of course. Jose: Let's find a way that Joe would be willing to use to share.
He can share via email. His story or another story or an article he could have chosen a different way but let's assume that Joe's file is filled with old information and he has updated his diet and needs new eating habits . What do you think? I'm designing a website except I'm… Chris: Why don't you come and guide everyone? Let me make something stand out a little bit. Here's how he found out. Just a quick drawing because it's a little confusing. How did he get involved? What's the third one for Jose? Jose: Actually it ’s back so here you come to the website again Chris: Okay Jose: And then the last part is recommending to friends which is the part of Facebook Chris: So you want to know the story of each user how they discovered how How can you come here again just like this? Jose: Yeah you can make some changes around that too but the important thing is that it's a 'customer journey' I mean some of the 'journeys' may be different you're personally involved in different aspects of the business you've facilitated its growth And then come up with these stories and those stories will turn into a site map and that's what we're going to do right after that is wireframes based on those and then you can use wireframes to tell the same story and I'll tell you how to do that in the next episode.
These Chris: So do you have any questions about what we just did ? What do you find useful? Or any question Audience: I have a question. We're doing this exercise based on Joe's profile. So let's say Phil, the demanding social butterfly, he doesn't want to post anything on Facebook if there's a contradiction there. Jose: No, first of all it's just a You need to do each one, so your job Chris: For each user type, you have to do the corresponding user story. Jose: Your job on the whiteboard and after the B meeting is to do the remaining types. Chris: You really The question is how to deal with the conflicts that may arise after these different user stories are created ? Jose: Good question. You go into different stories or paths. Remember, this is a website and you don’t have to do everything.
You have this here and that. Not everything is for everyone. Chris & Jose: Non-linear experience Jose : By the way, this is the most complicated thing about website design is that it is completely non-linear and it is very difficult if you try to control too much. And the reason why these exercises exist and even schools exist is to teach these processes that require you to follow someone like Bruce Lee. Chris: Jamie, do you have anything to say? Do you like these? Do you find it useful? Jamie: I'm excited to see more of the personalization part of the site. What other aspects of the process would you like to talk about for new features? And the goal is to simplify a very complex website. How do you make sure you don't end up with feature bloat? Chris: Feature bloat Jose: That's a very, very good question and I'm going to answer it as precisely as I can but it could be a miracle from God.
I would recommend going through a discovery phase and asking your technical staff or yourself from the technical perspective to determine their goals and budget period Jamie: Okay Jose: And then based on that you can restrain yourself when you're brainstorming because you already know the limits or you can say leave it alone we're not setting limits and then evaluate what you've done And remove what you can't do Chris: Well done! Awesome! Okay, these are very useful to me. What I want to tell you is that I have never seen Jose do this before. After watching you do this, I have a new view on how to make a website, not just website taxonomy and rearrangement and organization. The chairs on the Titanic would still sink if they did this. I like this because it makes the website more useful and helps them accomplish what they need, which is to get more bookings. So we're really solving a user's problem. This is You just did the most wonderful thing ever! Okay thanks everyone for listening we have more to come don't leave sorry not don't leave see you next time! Please leave a like below or click to subscribe Jose: Go ahead and watch the other videos, they are great too!