Design as a Business Tool: From Research to Experience Roadmaps
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Transcript of Design as a Business Tool: From Research to Experience Roadmaps
Design as a Business Tool:
Research to
Experience Roadmap
JASON ULASZEK@webbit
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THE BACKSTORY
ENGAGEMENT + INSIGHT + ITERATION
Here’s our take…
Step #1:
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STEP #1: DISCOVER
• Stakeholder interviewsUncover the underlying business problem and each stakeholders’ perspective.
• Competitive AssessmentKnow where you need to make a difference.
• Target audience interviewsGather data to inform an understanding of people’s needs.
SAMPLE ACTIVITIES
Step #2:
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Interaction Design Concepts
Site Architecture Nomenclature Detailed Navigation
Personas Scenarios Use cases
Gap Analysis Product ConceptsMental Model
STEP #2: DEFINE
The foundation for your roadmap
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STEP #2: DEFINE
• Build Mental ModelCollaboration is key in finding relevant patterns.
• Align organization’s offerings with mental modelGet a deep understanding of systems, capabilities and offerings.
• Gap AnalysisFind gaps between what people expect and what the organization really provides them.
SAMPLE ACTIVITIES
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DEFINE
Step #3:
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STEP #3: DIRECT
Identify Gather and document opportunities identified through each project activity.
Assess Determine evaluation criteria and score each opportunity accordingly.
PrioritizeIdentify opportunities to be done first based on feasibility, importance.
Prioritize the opportunities
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CAPABILITIES:› Advisor comments and
discussion› Advisor site (registration
required)› Content syndication› Additional third-party content› Targeted content delivery
CAPABILITIES:› Tools for advisor analysis› Multimedia content› Client-facing content› Social media and community
content development› Feedback and surveys› Event calendar
CAPABILITIES:› Thought leadership, research
and insights content› Credibility-enhancing content
(case studies, etc.)› Tools and processes for
content maintenance› Additional Contact Us/About
Us content› Document accessibility › Controlled vocabulary
CAPABILITIES:› Updated site structure,
navigation and labeling› Refreshed design/branding› Mobile-friendly platform› Content refresh/optimization› Web analytics
STEP #3: DIRECT
Define the roadmap
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WRAP UP
Create a shared understanding