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Design-Thinking Toolbox

Presented by You Exec

 Design-Thinking Framework: Process Overview
ITERATE

Collect Collect Collect Collect

Feedback Feedback Feedback Feedback

DISCOVER DEFINE IDEATE PROTOTYPE TEST

Learn about user Determine features Brainstorm solutions Simulate user experience Validate with users

• User interviews • Personas • Brainstorm sessions • Paper prototypes • Usability testing

• Stakeholder interviews • Empathy maps • Mind maps • Micro-interactions • Shadowing
• Surveys • User journeys • Affinity maps • Detailed user flows • A/B testing
• Data analysis • Storyboards • Storyboard • Mockups • SUS surveys
• Metrics • User stories • Card sorting • Interactive prototypes • Heuristic evaluation
• Competitors • Problem statement • User journeys • User journeys • QA
• Focus groups • Narratives • User flows • Wireframes • Analytics
• Observation • Assumptions mapping • Information architecture • High fidelity design • Performance testing
• Clustering insights • Task analysis • Service blueprints • Design hand-offs • Observations
• Context mapping • Jobs to be done • Business model canvas • Design documentation • Desirability evaluations
• Customer journey maps • Comparative analysis • Crazy 8’s • HTML/JS prototypes • Metrics
• Design principles • Eye tracking
 USER NEED INSIGHT

+
User Problem
Statement

User Name is a/an User Characteristics

Who needs User Need

because Insight
 Design Principles
DESIGN
CATEGORY DESCRIPTION DEFINITION OUR PRODUCT
PRINCIPLE
Functional need Product/service's functions must be designed to meet user's varicose functional requirements Meets Criteria

Flexibility Product/service must be designed to cope flexibly with the user's varicose usage contexts, such as the task, environment, & user type Doesn’t Meet

Learnability Product/service must be learned easily or memorized to use Meets Criteria

Efficiency Product/service must be designed to achieve the purpose with the least effort Meets Criteria
Design principles
Utilitarian Simplicity Product/service must be designed to be simple Meets Criteria
to fulfill desires
Value
related to Informativeness Product/service must be designed to provide clear and detailed information Doesn’t Meet
Principle
convenience
Error Prevention Product/service must be designed to minimize user errors and to recover easily from the errors Doesn’t Meet

Accessibility Product/service must be designed to be accessible to information and control Meets Criteria

Consistency Contents, structure, interaction, and design of product/service must be consistent Meets Criteria

Directness Control of the product/service's function or interface must be given to users Meets Criteria

Delicacy Product/service must be designed to be delicate Doesn’t Meet

Reliability Product/service must feel reliable Doesn’t Meet

Design principles Comfort Product/service must feel comfortable and stable Meets Criteria
Affective Value to fulfill
Simplicity Product/service must feel clean, neat, and ordered Doesn’t Meet
Principle aesthetic/emotional
desires Aesthetics Product/service must feel aesthetically satisfactory Meets Criteria

Addictiveness Product/service must be designed to make the user want to keep using the product/service Meets Criteria

Pleasure Product/service must be designed to make the user feel pleasure and delight when using the product/service Doesn’t Meet

Relationship Product/service must be designed to support the user to establish and maintain social relationships Meets Criteria

Design principles Socio-cultural value Product/service must be designed to meet the user's social/cultural/religious frameworks Meets Criteria
Sociability Value to fulfill desires related to
Pride Product/service must be designed to make the user feel ascendant and superior to others Meets Criteria
Principle social/cultural
activity Equality Product/service must be designed to make the user not feel discriminated against by others Doesn’t Meet

Identity Product/service must be designed to support the user to express their identity Meets Criteria
 Interview for Empathy
USER INTERVIEW QUESTIONS FOLLOW UP QUESTIONS

1. Tell me about…? 4. How often do you…?

1. You mentioned (xxx), can you tell me more 3. What do you mean by (xxx)?
2. Why do you…? 5. What … do you use/do? about this?
Open Discovery Questions Bouncing Back
3. How much/many…? 6. Could you describe to me how you…/ your 2. That’s interesting, tell me more.
experience with…?

1. Can you describe how you/how you would…? 3. Walk me through… how you would? 1. Why? 3. How come?
Understanding user
2. What are all the things you need to do in order 4. What is the difference between … and … ? Digging Further 2. You mentioned (xxx) what’s the reason for
to…? tasks/activities that?

Performing /
1. Can you show me how you …? 2. Can you guide me (to do the task)? Asking for clarification 1. What did you mean by (xxx)?
Showing

1. Can you recall a situation when you … what 3. How do you think … is going to help you?
1. So, you are saying that (xxx)? 3. It sounds like you are saying (xxx), is that
did you do? 4. Could you describe the ideal Recalling the past/ Rephrasing / Interpreting /
2. Repeating part of the sentence with a question correct / did I understand correctly?
2. Can you tell me about your most significant product/experience? anticipating the future Mirroring mark
experience?

1. What do you think about …? 3. What would your friend/colleague think of

2. What do you like/dislike about … ? that? Opinions / points of view 1. Can you give me / think of an example of (xxx)?
Recalling past experience
4. Some people … other … what is your opinion /attitude and projections 2. Can you show me how you did (xxx)?
on that?

1. How does this problem impact you? 3. What’s the hardest / most frustrating part 1. Is there anything you would like to add? 3. Would you like to talk about a specific topic
about…? Talking about problems The “Maybe not the end of before we finish?
2. If you had a magic wand, what would you 2. Any questions you would like to ask me about
change? and pain points the interview” the project?

Silence is powerful. An interview is about actively listening. The person you interview might sometimes need
Ask people to complete a sentence, or draw something like a process, how they recall the interface, etc. Some Sentence completion and
The power of Silence time to collect their thoughts. Wait for the person to complete or continue, It might feel awkward but it’s
people are more visual thinkers than others so it can really help. drawing powerful.
 Interview for Empathy
Open Discovery Questions Bouncing Back

• Tell me about…? • How often do you…? • You mentioned (xxx), can you tell me more about this?
• What do you mean by (xxx)?
• Why do you…? • What … do you use/do? • That’s interesting, tell me more.
• How much/many…? • Could you describe to me how you…/ your experience with…?

Digging Further
Understanding user tasks/activities
• Why?
• How come?
• Can you describe how you/how you would…? • Walk me through… how you would? • You mentioned (xxx) what’s the reason for that?
USER INTERVIEW QUESTIONS

• What are all the things you need to do in order to…? • What is the difference between…&… ?

FOLLOW UP QUESTIONS
Asking for clarification
Performing / Showing
• What did you mean by (xxx)?
• Can you show me how you …? • Can you guide me (to do the task)?

Rephrasing / Interpreting / Mirroring

Recalling the past/anticipating the future

• How do you think … is going to help • So, you are saying that (xxx)? • It sounds like you are saying (xxx), is that
• Can you recall a situation when you … what did you do? you? • Repeating part of the sentence with a question mark correct / did I understand correctly?
• Can you tell me about your most significant experience? • Could you describe the ideal
product/experience?
Recalling past experience
Opinions / points of view / attitude and projections
• Can you give me / think of an example of (xxx)? • Can you show me how you did (xxx)?
• What do you think about …? • What would your friend/colleague think of that?
• What do you like/dislike about … ? • Some people … other … what is your opinion on that?
The “Maybe not the end of the interview”

Talking about problems and pain points • Is there anything you would like to add? • Would you like to talk about a specific
• Any questions you would like to ask me about the project? topic before we finish?
• How does this problem impact you? • What’s the hardest / most frustrating
• If you had a magic wand, what would you change? part about…?
The power of Silence

Sentence completion and drawing

Silence is powerful. An interview is about actively listening. The person you interview might sometimes need time to collect
their thoughts. Wait for the person to complete or continue, It might feel awkward but it’s powerful. Most people will say no
I sometimes ask people to complete a sentence, I also ask them to draw something like a process, how they recall the wait a little bit. Usually the “no” turns in a “actually” interesting conversation about a point you didn’t cover in your
interface, etc. Some people are more visual thinkers than others so it can really help. interview.
 Need to make a
Freedom to choose
difference

Fairness

Thought
leadership
Talks

“Be the change you see

in the world”
Groups

User Empathy Map Ecological threats Documentaries or

docuseries

Take short courses to

keep learning
Attends music festival Shop small &
every year local

PAIN GAIN

Too expensive
Great quality
Not coinvenient
to buy Feels like she’s
giving back
 EXTERNAL

Fleet manager Dealership

Vendors
Purchasing manager

Distributors

City/ town planner

Installation and
configuration
Sales

Town council/
Support Local manager
board

Marketing

Organization
chief
INTERNAL Training Stakeholder Map
Software
engineering Account
management

Product
engineering

Agency Operators

Capability A Capability B
 Stakeholder Mapping

STAKEHOLDER POWER INTEREST ACTION CURRENT ATTITUDE DESIRED ATTITUDE COMMUNICATION

NAME/ROLE (low-high) (low-high) (auto filled) (positive-neutral-negative) (positive-neutral-negative) PLAN

Invites to research and debrief

James
High High Manage closely sessions. Half-hour catch-up every
(Product Manager)
other week

Caroline Instigate meeting - Invites to

High Low Keep satisfied
(Sales Team Lead) research sessions

15 minutes debrief each week -

Nikhil
Low High Keep informed Invites to research sessions and
(UX Manager)
debriefs

Javier
Low Low Monitor Update once per month
(Tech Architect)
 User Persona 28 years old Brooklyn Aspiring creative

BIO WANTS & NEEDS

Jamie is an aspiring designer doing an apprenticeship with an agency in • To learn more about what else can be repurposed
NY. She has a hectic schedule because she’s working hard toward a full- • Convenient drop off or pick up option
time position. She ties to minimize her impact in the environment by
mindful consumption, when it comes to food, exercise, household goods
and commodities, transportation, and clothing
It is too difficult to find places that can
help me repurpose my belongings in this FRUSTRATIONS
city. It’d be a dream to have a service that
can come to me and pick them up
• Not enough info on what can and cannot be donated or recycled

MOTIVATIONS • Hard to find a place to donate or recycle

• Helping the environment by reducing waste and being able to help

TECH SAVVINESS
other motivates Jamie.

• Pick up would be a dream

ORGANIZATIONS
SOCIAL MEDIA USAGE
• Cash back and incentives

ACCEPTANCE
 User Journey Map

AWARENESS CONSIDERATION PURCHASE ONOBARDING ADVOCACY

User Actions

• Selects product
• Asks friends and co-workers • Recommends headphones to friends
• Browse e-commerce website • Inputs payment information to check out • Tries headphones
• Searches “best headphones” online and • Gives low rating online based on checkout
• Compares several different models • Uses debit card; credit card not accepted • Decides to keep them
clicks on ad experience
• Chooses shipping option

• •
Touchpoints

Landing Page Category Page

• Cart Confirmation • Payment Page
• Search Bar • Product Pages
• Banner Ad • Login/Sign-up page • Shipping Page • Customer Review Page
• E commerce Site
• Checkout Page • Order Confirmation
• Navigation Links
Emotions
Pain Points

Too many steps to get to desired product;

Checkout Page Doesn’t support all debit cards No follow-up about product satisfaction
confusing or boring web layout
Solutions
Possible

Build more effective landing page based on Send out a CTA to review product, and send
Clarify checkout page to show accepted payment options,
banner ad for specific product searches; build customer experience survey to better understand
or work to support more payment methods
clearer navigation links and category user pain points.
SCENARIO
Anne wants to register for career event co-organized by her faculty where she can learn more about how it is to work at the European Union

Interested Indecisive Nervous Elated Happy

Hears about Sees event on Check route to Talk with

Checks program Enter Details Attends event
Event social Media event Friends
Experience
Actions &

Hears about Create even in

Ask more info Upload CV Check photos
Event Again calendar

PHASE Awareness Research Registration Attendance Post-Attendance

S
Needs

Get opportunities to Figure out whether it is Have a great experience

Get selected Share experience with others
explore the job market worth the time and learn more

• Professor mentions it during lecture. • Asks professor/peers for more

• Talks with friends about it.
Actions

• Hears it from peers. information

Registers online by uploading CV Checks in at the place • Checks Facebook/faculty website for
• Sees it on faculty website/ Facebook • Searches website organizer
photos/discussions
page • Checks program of event
Opportunities

Platform providing all necessary

One place providing Maps showing how far the place is and Possibility share to share
information to make informed choices to Easier process of registration
career events calendar reminding the event thoughts/pictures after event
attend.
 User Story Board

INTEREST ACTION RETENTION

ATTENTION DESIRE ONBOARDING

How do you ensure the user

What piques the customer’s What do they have to buy?
stays happy and active?
interest? How? Why? Is it as simple as possible?
Shares?
Where are you visible? Are you connecting with an What does the user have to
How do you rise above the important problem do to get initial
noise? scenario? rewards/gratification?
 User Story Map

ORGANIZE EMAIL MANAGE EMAIL MANAGE CALENDAR MANAGE CONTACTS

Compose Update
Search email File emails Read email Delete email View calendar Create appt Update appt View appt Create contact Delete contact
email contact

Update
Search by Create & send Open basic View list of Create basic Create basic Update
Move emails Delete email contents / View appt
keyword basic email email appts appts contact contact info
Release 1

location

Create sub Send RTF Open RTF View monthly Create RTF Accept / reject
folders email email formats appt / tentative

Limit search Send HTML Open HTML Empty deleted View daily Create HTML Purpose new Add address Update
Delete contact
to one field email email items format appt time data address info
Release 2

Limit search Set email Open Mandatory/

to 1+ fields priority attachment optional

Search Get address View weekly Get address View Import

attachment from contacts formats from contacts attachment contacts
Release 3

Search sub- Send Search Add Export

folders attachment calendar attachment contacts
 AEIOU Observation The AEIOU (activities, environments, interactions, objects & users) method gives an
overview of the user’s requirements and the context of usage. Users can even draw or
Framework picture their environment and activities

Context Product usage study Observer Karen Myers Date January 23rd, 20XX

ENVIRONMEN INTERACTION
ACTIVITIES OBJECTS USERS
T S

What are the users doing? Where do users spend time & what does How do users interact with their Who uses what device/object? What are the user characteristics? What
What is the task at hand? that environment look like? environment; with what interface? And in which environment? influences them?

The driver uses the device while Goal oriented (clear about where to
Driving the vehicle to a predetermined In a car, in the driver’s seat, with no On a mobile phone device or in built-
driving. Occasionally used by go), usually with a schedule and time
destination other passenger in the car in smart screen of the car
passenger to help out. constraint
 Keep Your HMWs Broad

“How Might We” Problem Users often spend a long time checking their submission for mistakes.

03 HMW (poor)
How might we make it quick and easy for users to check their work for

(HMW) Statements
mistakes?

How might we support users to efficiently draft submissions that they’re happy
HMW (better)
with?

Start with the Problems (or Insights) You’ve Uncovered Focus Your HMWs on the Desired Outcome

Problem Users often call us because they’re unsure about the application process.

Problem Users are aware of the full product offerings

01 04 HMW (poor) How might we stop users from calling us?

How might we make users feel confident they have all the information they
HMW How might we increase awareness of the full product offerings? HMW (better)
need?

Avoid Suggesting a Solution in Your HMW Question Phrase Your HMW Questions Positively

Users are often unsure about which form to complete when they file their Problem Users find the return process difficult.
Problem
taxes.

02 05 HMW (poor) How might we make the return process less difficult?
HMW (poor) How might we tell users which form to complete to file their taxes?

HMW (better) How might we make the return process quick and intuitive?
HMW (better) How might we make users feel confident they are filing their taxes correctly?
 Abstraction Laddering

Why - Vision New Statement New Statement

Devise a marketing plan that raises awareness and traffic

New Statement Devise ways to increase cross selling opportunities
to our site.

QUICK GUIDE
Why?

Why? Why? 1. Convene an interdisciplinary team.

New Statement To create more opportunities for cross selling To raise awareness of and traffic to our website.
2. Draft various ways to state the problem

Why? 3. Use statement starters (“How might…” or

“In what ways…”)
Initial Statement
INITIAL Statement 4. If the problem is too narrow, ask
We need to add ability to sell new lines of products on our website “Why…” and “Why else…”

How? 5. Then restate the problem in a broader,

more open way

New Statement How? How? 6. If the problem is too broad, ask “How…”
By adding a new product tab on the website By partnering with an online seller and “How else…”

How?
7. Then restate the problem statement more
concretely
New Statement New Statement
New Statement
Design and implement a tab and new section on our Figure our how to integrate our services with an online
website seller.
How - Tactical
 2X2 Prioritization Matrix

Most important to us

Track a task

Adve
nture
featur
e
Log a task
Least important to user

Most important to user

d
Change goal
s e a frien
Challeng

Edit a Submit progress report

tas k

Least important to us
Dot-Voting for Ideas Yen Rebecca Vera Boris Gary

OFFER LIMITED PRODUCTS VOTES POOR PRODUCT QUALITY VOTES OUR PRICES ARE TOO HIGH VOTES

We don’t offer a variety

of products The quality of our
We have high prices
products in not that great
Maybe our prices are too
We only sell one color much
for each product we offer

Products keep breaking

withing the first week
We have very few We don’t ever offer
product lines discounts

MEDIOCRE CUSTOMER SERVICE VOTES WEBSITE ISSUES VOTES STORE LOCATION VOTES

I’ve noticed our customer

Website experience
service isn’t that great
Our store is hard to get to

Our website keeps

Customer Service
crashing

People can’t find our

store
Our customer service is Not the most intuitive
understaffed website
 6-3-5 Brainwriting
Yen Rebecca Vera
A large pool of ideas for solving a given problem can be created within a team of 6 people. The ideas are developed together: each
participant gives first 3 proposals, which are extended by the others within 5 iterations. Boris Gary Bianca

IDEA 1 IDEA 2 IDEA 3

Added Idea
Added Idea
Added Idea

Added Idea
Added Idea
Added Idea

Added Idea

Added Idea
Added Idea

Added Idea

Added Idea
Added Idea
Added Idea

Added Idea Added Idea

 Rose, Bud, and Thorn

ROSE BUD THORN

These are the ideas, properties, or processes that are

This is an area that may or may not be working perfectly, This is an idea, property, or process that is not working. It
working well. While they may not be perfect, these are the
but offers an opportunity for growth or improvement. may need to be heavily reworked or removed entirely.
things that you want to keep.

Long distance Trip Destination Filters Wrong Directors Awkward Silence Clean Cars Easy to Pay

Surge Pricing During

Warm Pin 100 Ride Average Unfair Ratings Purple Dash Light Ride Saving
Major Events

Destination on Accept Automatic Expensing Cancellation Fees Long Wait Times Affordable Friendly Drivers
 Buyer Utility Map

PURCHASE DELIVERY USE SUPPLEMENTS MAINTENANCE DISPOSAL

Customer
+ Add Text + Add Text + Add Text + Add Text
Productivity

Simplicity
THE SIX UTILITY LEVERS

+ Add Text + Add Text

Convenience + Add Text
X Add Text X Add Text

+ Add Text
Risk
X Add Text

Fun and Image

Environmental
Friendliness
 AUTHOR: David Travis PHONE: +1 (000) 123-4545
Usability Test Plan EMAIL: [email protected] FINAL DATE FOR COMMENTS: September 15th

PRODUCT UNDER TEST TEST OBJECTIVES PARTICIPANTS TEST TASKS RESPONSIBILITIES

What’s being tested? What re the business and What are the goals of the usability test? What How many participants will be recruited? What What are the test tasks? Who is involved in the test and what are their
experience goals of the product? specific questions will be answered? What are their key characteristics? responsibilities?
Find out more about the scheme and decide if
hypotheses will be tested?
The website at (TBA) G-8 participants recruited via panel. you would sign up for it. David Travis (PM, Data logger)
Do people understand the value proposition …
All must be in full-time employment Sign up for the service Jane Hart (Moderator)
The concept of an Online Concierge service?
All must own a smartphone Find a trusted plumber who can fit your new Peter Hunter (Eye Tracking)
Do people trust the service?
dishwasher.
A mix of men and women, homeowners and John Kraft (Client Contact)
Do the emails help people proceed through the
renters Review the offer and arrange a time for the
various stages? Les Heisman (Tech Support)
plumber’s visit.
Do people understand how to choose a time
Compare 3 alternative designs of the time slot
slot on the booking screen?
booking screen page.

BUSINESS CASE EQUIPMENT LOCATION & DATES

Why are we doing this test? What are the What equipment is required? How will you Where and when will the test take place? When
benefits? What are the risks of not testing? record the data? and how will the results be shared?
The test will address several key questions that Laptop with eye tracking software and Morae Sep 23 at USERFOCUS 180 Piccadilly,
the design team need answers to for the next Test Software London, W1J 9HF
iteration. Failing to answer these questions now
All sessions will be recorded to digital video. Map: http://maps.google.com
increases the risk of developing the wrong
product. We will log usability problems and measure Phone Debrief on Sep 27th
task completion rate and time on task.

PROCEDURES
What are the main steps in the test procedures?

Welcome/Consent Form Pre-test Interview Carry out the Test Tasks Post-test Questionnaire Post-test Interview Debrief/Pay Incentive

0-5 min 5-10 min 10-45 min 45-50 min 50-55 min 55-60 min
 Total = 22 SUS Score = 22x2.5 = 55
System Usability Scale (SUS) Strongly Strongly
Disagree Agree

1 I think that I would like to use this system frequently 1 2 3 4 5

2 I found the system unnecessarily complex. 1 2 3 4 5

3 I thought the system was easy to use 1 2 3 4 5

4 I think I would need the support of a technical person to be able to user this system. 1 2 3 4 5

5 I found the various functions in this system were well integrated 1 2 3 4 5

6 I thought this system was too inconsistent 1 2 3 4 5

7 I would imagine that most people would learn to use this system very quickly. 1 2 3 4 5

8 I found the system very cumbersome to use. 1 2 3 4 5

9 I felt very confident using the system. 1 2 3 4 5

10 I needed to learn a lot of things before I could get going with this system. 1 2 3 4 5
MVP Experiment Canvas PROJECT NAME: Project ABC AUTHOR: David Smith START: 08/05 END: 08/31

4. CUSTOMER ENGAGEMENT 7. SCENARIO/WORKFLOW 10. RESULT

Follow-up call • Customer get referred to our website • 1000 visits

• Customers can request and pay for a request on the • 541 clicks
website
• 80 paid requests
• Operating team manually crafts the report and sends
1. YOUR CUSTOMER SEGMENT 2. VALUE PROPOSITION it to customer
First time homeowners who are looking to sell their house Our team is developing an online service to help first • Follow-up call to establish relationship
time homeowners, quickly get a digital market
11. LEARNINGS & INSIGHTS
valuation report of their home, for the fraction of the We gathered enough results (more visitors than we
cost compared to a traditional appraiser. thought). They showed that people understand the value
prop, and with a conversion rate of 8% we have validated
that people are willing to pay a competitive price for a
digital home valuation.

8. METRICS

3. CHANNEL(S) Visit the website & clicks on each available call-to-

action button
Social media/referral: Ask if online friends know people who want to sell their first home (tag them).
No. Of paid requests to get a valuation report
VALIDATED INVALIDATED INCONCLUSIVE

5. RISKIEST ASSUMPTION(S) 6. EXPERIMENT FORMAT 9. SUCCESS CRITERIA

12. NEXT STEPS
Homeowners are willing to pay a competitive price for Digital requests by customers and manual delivery of Run experiment with at least 250 visitors to the website
• We are pursuing this idea
valuation, without seeing the appraiser in real life. the valuation report. and define it a success when 10 visitor become a
• We will service the people that have requested a paid
customer by paying for a home valuation report. This
represents a conversion rate of 4%. home validation
• We will start building a relationship with them to
find hooks for our product roadmap
 Collaborating with team Reviewing copy with Being prepared for work Gathering all the info at
Mural for feedback
members on pages multiple eyes sessions once

Second phase of
Working side by side in Everyone not actively Focusing on less tasks at Everyone on the same
development (quicker Team feedback session
the office engaged once page
process)

Making templates for Creating prototypes of

Move slow to move fast Syncing on tone and vibe
each page each page

Feedback
Grid Template
Does the team work well Does the copy align with Working with developer
Quciker feedback cycles
together? the brand? early on

Is the work actually Is there a beter way to Outstanding design work Build pages quicker &
Do customers get value? Asking more questions
good? engineer info? (Videos) get more feedback

Is there a better way to Does this capture your Creating videos when the Usability testing debrief
Is use of pages optimal? Copying other styles
manage this? attention? opportunity arises more info
 A/B Testing
AB Test on Feature Y (Satisfaction) AB Test on Feature Y (Satisfaction)

Weighted Satisfaction No Feature Y Satisfaction Improvement Feature Y Weighted Satisfaction Feature X off Satisfaction Improvement Feature X on
Score 120.9 27% 153.8 Score 147.3 5% 154.4

Positive Satisfaction No Feature Y Off vs On Feature Y Positive Satisfaction Feature X off Off vs On Feature X on
Rating 78.4% 6.6% 85.0% Rating 85.2% 6.6% 87.5%

No Feature Y Feature Y No Feature Y Feature Y

40% 40%
35% 35%
30% 30%
25% 25%
20% 20%
15% 15%
10% 10%
5% 5%
0% 0%

AB Test on Feature Y Funnel AB Test on Feature X Funnel

61.4 65.7 62.3 60.0

Edit Widget 0% 0%
Edit Widget Edit Widget 0% 0%
Edit Widget
No Feature Y Feature Y Feature X Off Feature X On

44.0 42.2 43.2 40.3

Edit Widget 0% 0%
6 Month LTV Edit Widget 0% 0%
6 Month LTV
No Feature Y Feature Y Feature X Off Feature X On

7.99
%
Edit Widget in 3.54
6.32 Edit Widget in 5.00% 5.05
%
%
Purchase % Purchase
Trial Trial 0.00%
No Feature Y Feature Y Feature X Off Feature X On
 A/B Testing Results

Within positive responses, the primary growth

There is a clear difference in weighted Within negative responses we saw a decrease in
comes from the “Very Satisfied” Category. We Response rate were not significantly affected by
satisfaction before and after introduction of “Somewhat Dissatisfied” responses while the
also see a small decline in “Somewhat the changes.
Features X and Y Editor others held steady.
Satisfied”

Very Satisfied Satisfied Very Dissatisfied Dissatisfied

Weighted Satisfaction Rating Somewhat Satisfied Response Rate
Somewhat Dissatisfied
50% 94%
36% 12%
49% 93%
34%
48% 10%
32% 92%
47%
8% 91%
46% 30%
45% 28% 6% 90%
44% 26% 89%
4%
43% 24% 88%
42% 2%
22%
41% 87%
20% 0%
40% Mar Apr May Jun July Aug Sept Mar Apr May Jun July Aug Sept 86%
Mar Apr May Jun July Aug Sept Mar Apr May Jun July Aug Sept

Month (2016) Month (2016) Month (2016) Month (2016)

Features X and Y Added Features X and Y Added Features X and Y Added Features X and Y Added
 Affinity Diagram

Past Features Design Flaws Complex User Flows Unnecessary Features Home Page Community

Removal of “live title” on the Forced feeling on Pointless suggestions below My friends grouping/ parties
Confusing icons with no text Complex nested options
home page community/clubs/mixers my recent game in confusing

Why did we remove the Nebulous unlimited scrolling Trouble finding media to
Inconsistent IA Huge pin icons Too many ads
notifications tab? capabilities watch shows

Lack of “first glance” in Pin icon goes to a smaller Xbox guide nav is confusing Unnecessary modules on my Random elements on my Difficulty accessing friends
menus screen of the total pins and unintuitive home page home screen list

Snap Screenshot feature is I get confused going Who cares about suggested
Poor use of white space What does mixer even do? Can’t see all my pins at once
gone backwards friends?

Confusion about the “X”

Customization on interface Overwhelming layout
home button

Unintuitive horizontal and

vertical scroll
 Sailboat Retrospective

Catching bugs in code

< 3 Minutes to deploy review

Release in 4 weeks

New UI design process

DESTINATION WIND
Goals & Vision Moving Us Forwards

ICEBERG ANCHOR
Risks Holding Us Back

Code reviews take a long

time
Ongoing upgrades needed

New team members

Dev Env Keeps Crashing

 5-Day Design Sprint

DAY 1: UNDERSTAND DAY 2: DEFINE DAY 3: IDEATE DAY 4: PROTOTYPE DAY 5: VALIDATE
Understand the learner and performance Define the learning and content needs Ideate and choose a solution Build a prototype of the solution Test the prototype with real learners
context
• The Practice Roadmap. Brainstorm a • Learning Modes: Learn options for • Assign roles • Interview 5 learners as they experience
• Define project goal playlist of practice activities creative solutions the prototype
• Build a minimum viable prototype
• Create a learner experience map • Just Enough: Identify just enough • Solution Sketch Individually sketch a • Observe response patterns
• Trial and revise
content resources to support practice solution
• “Ask the experts” • Summarize and learn
activities • Prepare for learners
• Solution Choice: Present solutions and
• Create Performance Canvas: • Plan next steps.
• Lightning Demos: Find Solution select a winner
Responsibilities, cognitive and
inspiration from example
behavioral tasks • Storyboard a solution segment

• Prioritize gaps

OUTCOME OUTCOME OUTCOME OUTCOME

OUTCOME
• Learner Experience Map • Practice Activity Roadmap • Solution storyboard ready for • High level program plan and
• Functional Prototype
• Performance Canvas • Content needs matrix prototyping validated prototype
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Customer Journey Maps Work Breakdown Structure