The kick-off meeting has four main objectives:
- Define the project and its boundaries;
- Reveal underlying assumptions;
- Identify a realistic roadmap to the project;
- Build a consensus between all the parties involved in the Design Brief.
Kick-Off Meeting Structure
- Introduction
- Present the project’s executive summary.
- Present and discuss scope and deliverables: What are the project’s boundaries? What are the parameters of the deliverables (time, format, audience…).
- Present the roles and responsibilities; again state clear expectations.
- State timelines, communication and meeting plans.
- Discuss about who we are building this solution for.
What is The Problem Statement
The Problem Statement is a clear and simple definition of the problem,
with no answer attached to it.
What is the prefered problem statement?
How might we?
What does the “How” in how might we suggest
The “HOW”
suggests that we do not have the answer yet, setting aside overly prescriptive briefs and opting for an explorative endeavour instead of a merely executive one.
What does the “Might” in how might we suggest
The “MIGHT”
emphasizes that the resulting responses may only be possible solutions, not the only solution. It also allows the designer to explore a variety of possible solutions, and to not settle for the first solution that comes to mind.
What does the “We” in how might we suggest
The “WE”
immediately brings in the element of a collaborative effort, suggesting that the solution lies in a collective vision.
The rest of the statement describes what we want users to be experiencing, living, feeling.
When is a persona judged to be good?
A persona will be judged to be good if it raises a solid empathetic reaction from the design team AND helps them deliver outstanding solutions to the actual users.
What is a user persona
A persona acts as a stand-in for real users
between encounters with actual, real-life end-users.
Why do we use user personas
To find out through their emotions,
where most people’s interests will be met,
because we are focusing on real needs, real mental models and their real drivers.
Explain the Non persona Trend
Some organizations prefer to use real life personas or forego personas all together due to financial and time constraints
Why do personas fail?
- Persona isn’t aligned with the goal of the project
- Misunderstanding their purpose, therefore, not use them properly, and sometimes not at all
- An organisation wants personas that are a broad generalisation of their users “to be sure they include everyone”
- It was developed without involving the design team and the main stakeholders, leading to uncertainty in using the tool
Guerilla Research Protocol
7 Protocols
- Prepare interview protocol
- Prepare interview guide with Empathy Map
- Recruit participants
- Conduct guerrilla interview
- Debrief the interviews
- Start analysis process
- Finish the analysis
What is an Empathy Map
An empathy map is a unique tool: A tool that maps out a customer’s persona by breaking down what influences them, such as their behavior, surroundings, and thoughts and feelings.
What is Guerilla Research
The guerrilla mode is a quicker version of the standard research process.
How do you build a user persona
- pick a name and picture
- write a bio or demographic profile
- Describe objectives,behaviours,motivations,pain points,needs, abilities, relationship, engagement facotr, brand likeness, devices, touchpoints etc
- Identify thier typical scenario
Who is the empathy map meant for?
The empathy map is meant for internal use only and is not a client deliverable.
How is an empathy map built?
The empathy map is neither chronological nor sequential. It is built in four quadrants: Thinks&Feels, Sees&Hears ,Does Uses.
Why is it better to not ask direct questions in interviews?
They tend to prompt answers that are made up on the spot and, therefore, are less valuable than spontaneous answers.
What is the experience map used for?
The experience map is used to understand a specific human behaviour
When is an experience map developed?
The experience map is developed at the end of the analysis phase before starting the design process.
Who is an experience map for?
The experience map is a client deliverable. It is also used as a reference point amongst a team throughout the design cycle.
How is an experience map developed?
The experience map is built chronologically and includes, horizontally, all the steps of the experience as lived by the user. The map’s vertical structure is divided into 4 categories - doing, thinking, feeling, and opportunities.
What is a customer journey map?
A customer journey map is the sum a single persona’s experiences told in one story
