the UX workflow @ LeWagon

UX

• its purpose is to create a ficitonal charater that represents the type of users
• the narrower your customer segment, the easier it is going to be to target them
• understand what the user is
• and understand his/her current state of mind

STEPS

1. clear pitch
2. clear persona
3. customer journey / flow

needs

• basic info
• their goals
• typical behaviours - to put yourself in the shoes of the potential customer

where to find users

• google - blog research
• customer interviews

use case - UberEats

a basic info (ubereats use case)

• name
• nickname
• age
• nationality
• lives in
• job
• relationship status
• income

detailed goals

• save time for lunch
• find out about new foods
• etc

typical behaviours

• define current behaviour (when the service has not yet launched)
• also define updated typical behavious (when heis using the service)
• so study that this is something that will evolve over time:
  • current behaviour
    • eats at his desk
    • food from a yoshinoya
    • take away
    • eats within 15 minutes
    • has meetings throughout the whole day
    • reads Nikkei every morning
      • so targeted ads can be on Nikkei, because from research this is where the target customer is
  • updated behaviour (after service is launched)
    • eats from the one that delivers the fastest
    • will usually go for bestsellers (because he is stressed)
    • (deeper) never gets any add-ons with his meal

user journey

• focus is only on the CORE user journey:
  • you have a bunch of user journeys, e.g. airbnb has a 100 over user journeys
  • but the core user journey is: booking an apartment
  • other user journeys are:
    • looking for experiences
    • chatting with the owner
    • updating your profile

Tanaka san

• goal : save time before a meeting
  • that is his main goal
• here it is important to define a context
  • right now he is at his desk
  • it's 1pm
  • he's alone at his desk
  • which device is he using? (extremely important for web dev)
    • his desktop
  • what's his mood
    • stressed
    • in a hurry
    • hungry
  • therefore he's not gonna give you much attention

core user journey: ordering food

• also describe his feeling throughout the journey
• generally requires some iteration because we don't get things right the first time
• steps:
  • search for food delivery service
    • FEELING: hungry
  • select UberEats
    • FEELING: hopeful
  • here we go back to the persona
    • the app asks him where he is
      • FEELING: neutral
    • enter his current location
      • if he's on mobile (and you're sure) then location is automatic
    • he will pick form the top rated restaurants in the day that can deliver in within 15 minutes (or sorted by distance)
      • FEELING: neutral
    • because he only picks from good places
    • he will select his meal
      • FEELING: hopeful
    • he will mostly select only the bestsellers
    • he can click on pay immediately
      • FEELING: neutral
    • because he usually doesn't pick side orders
    • wait for his food
      • FEELING: impatient
    • stare at his screen for 15 minutes
      • here the ubereats app has a bike that shows realtime location of the delivery bike
      • reduces stress
    • worry about not knowing when the food is going to arrive

order flow / user flow

• https://whimsical.co/AGPFZ2h4o9u6bSAqFaN3yz
• each item has only one single action
• when you design your webapp you want to have a clear action that your user is going to do
• you are losing customers at every single step - only a small portion of people will get to your last page - so shorten the flow

wireframing

• https://www.figma.com/file/dICTaf2kZ0xNtbAE3QngiTLs/mi-travel-free-sketch-template?node-id=0%3A1
• usually 2-3 user journeys (with wireframe) in 1 day

measure and learn

• how to measure acquisition
• how to get more customers