APPROACH & METHODOLOGY
My methodology aligns with the traditional 5-D process model of discovery, definition, design, development and delivery. Although the needs of each project may vary, and the type of products, brands and programs may differ, the role of UX remains consistent: Ensure that the consumer is understood, represented, and considered at every point within the process.
Define the End User
Understanding who we are creating a product for not only helps ensure that the end-product will be meaningful and engaging for our consumers, but it also ensures that it will be delivered to them in the right way, at the right moment and will communicate the brand’s message in the appropriate tone of voice.
Conducting research to understand the brand, its core consumers, and how those consumers interact within the framework of the existing ecosystem helps to identify opportunities that better serve both the brand and the end user.
Methods
User Research
Persona Development
User Stories
Example, User Personas
Example, Content Audit/Visualization
Specify Consumer & Business Goals
Why should a consumer engage with the brand, program or product? To ensure that the whole of the experience is continually driving towards success for both the business and consumers, we must have a clear understanding of the business objectives and the problems the stakeholder intends to solve, as well as the consumer’s expectations, how they will interact with the product and what the end goals of their engagement should be.
Working with key stakeholders and core agency teams, we identify new opportunities and product innovations that can evolve the existing ecosystem to better meet the needs of the target consumer, and deliver value to the business.
Methods
Stakeholder Interviews
Competitive Audits
Content Audits
Determine the Purpose
What purpose does the product or campaign serve to the consumer? Having an acute awareness of the purpose or role of the product within the consumer’s routine will both encourage engagement and drive continued participation throughout the entire lifecycle by reiterating that driving motivation throughout every touchpoint.
Methods
Consumer Summaries
User Stories & Scenarios
Reality Maps
Example, Reality Map
Example, Consumer Journey
Understand the Ecosystem
Where will the core of their experience take place and how will the consumer become aware of a program or product? The experiences we create exist on multiple channels and communication platforms. Clearly defining how the brand intends to engage the consumer within these channels and platforms ensures that the experience is cohesive and allows both the consumer and the brand to reach their intended goals.
Methods
Campaign Ecosystems
Digital Brand Ecosystems
Consumer Journeys
Illustrate the Experience
How will the consumer move through the experience? Creating detailed illustrations and prototypes of how the consumer would engage and interact with specific elements of the program ensures that the final product and overall experience addresses the needs, goals, and requirements of both the target consumer and the brand.
Visualizing the idea, product, or product enhancements through detailed interaction design documentation such as user flows, sitemaps, wireframes and low, to high-fidelity prototypes provides direction for design and development teams.
Methods
Process Flows
Interaction Design
Wireframes & Prototypes
Example, Chatbot Prototype