UX Design 2: How To Design a Website: User Stories


Hey everybody it’s Chris and Jose and this is part two a deeper dive into UX and today we’re going to talk about goals and so Jose is going to work on creating the user story which I’m really interested in so stick around let me try this again I want you guys to listen to me yeah I design sandwiches my name is Jose car yet and I talk about the business of distances I talk about a lot of stuff my name is Chris Joe and I talk about the business of design at the center of this operating systems about understand was it can we just tell them what the show title is I hate you dude you are watching the process alright guys let’s do it so we’re gonna switch over to my machine right now we’re gonna get into goals right away right going to go as goals here’s the goals and this I did again early on in the stage here so on the left side of the screen here you can see a bunch of the goals and the way we do it is we ask them what are the marketing goals their business goals anything else it’s an efficiency efficiency all those kinds of things and so then we we score them on obtain ability and desirability obtain ability is how easy it is it for us to do and we score from one to ten something is really easy to do requires very little effort we’re in it’s score at ten desirability is how badly do we want this thing again 110 so if you want something really badly and it’s really easy to do well that should move up to the top of your list of to do things so we’ve pulled in tighter here on the right side here and so you can see some of these are relevant to what we’re doing someone that’s not they want to do this Christmas card it’s very important to them it’s very easy the biannual newsletter they want to work on their Facebook page or Twitter page and print advertising none of these things seem to be reflective of the website itself but so keep in mind this is a prioritization exercise that you did early on encouragement to understand what the marketing needs work right that’s okay how would you do it how would you follow me I would do this particular exercise just for the website so which is the website do it again it’s like okay what are your priorities for the website so is it registration is it is it what the blog you said which problem is it new customers or is it to service existing customers okay so in case you didn’t watch the other episodes sangat asks how do you convince the clients to reduce down the amount of content just to make it more manageable and easier more in actual I think running the goal exercise the way you designed it to be done is a great way to look at it because they’re going to throw everything in in a list and then we have to start picking things that are most important and put our energy our resources towards those things that if you have an infinite budget and infinite amount of time you can do it all if you want you’re not going to want to do that but that’s how you do it what you’re trying to do is you’re trying to get this alignment so keep in mind that everybody might have different ideas and by everybody I mean even the designer you don’t know what content is a priority one of the people that suffers most in doing web projects is the UX designer or the designer because they’re left without like you know flailing in the wind you have to do the prioritization exercise for content there’s a bunch of names for this in the industry you know and user experience you can you can choose a name I like to call it customer stories or user stories what you’re doing is that you’re building the narrative of what a user did in time so that you can then meet that user with the features that they need in order to accomplish their goal how do they find out the next thing is how do you engage how do they engage like what is it on the site that it’s going to get them excited and interested in it and to come back the relationship and then how do you get them to refer meaning to say hey you know you guys should use oles or you know Chris you tell everybody about Elise you know I did that kind of thing so the way that I’ve written the story I’ve done it in a million ways but when you want to do it with the client in the room I’ve done it on GoToMeeting where I just set up a Google Doc like this and said hey everybody we’re going to just build a user story a narrative and we’re going to build it around each customer profile so John the busy executive I pull out the profile and I look at it so I’m reading that and it’s not the Holy Spirit that is you know Chris claims that I’m just pulling stuff out of the Holy Spirit I’m actually trying to determine those things in context of the website so the Joe is this guy’s actual name can you read the the ends for him he wants everything looked after once to have a feeling of accomplishment getting away from sterile environments reconnect with the natural world there’s an emotional need to get centered and decompress he wants to be heard feel like a kid okay and so and we determined that this guy’s already been there so Joe how does Joe find out about you he first came first time as a guest somebody else brought him okay how are we engaging him to come to the site like what’s his why is he coming to the side of this instance right now as well as a returning customer he’s returning he’s a returning customer so he’s coming back to the site to book and he’s not a consistent sure coming up he wants to book yeah so he found out a friend a full mouth I guess in behind him so now he knows he signed up for the news he signed up signed up for email newsletter when he was there you can read it in words you can type it out as an arrow everybody that books a trip is going to give you their email so the big so be it it’s a lot of money already yeah they already have a CDs already on it so those are the two things a friend took him and he signed up for the email newsletter automatically just because he’s already been there so he has an upcoming vacation upcoming vacation upcoming vacation he’s trying to decide what to do he hasn’t decided yet so he gets an email from oles which reminds him what does the email have in it like tell me the story it’s a periodic thing what’s happening they’ll do news updates they might write an article reflections of the year those kinds of things it’s like a Farmers Almanac farmers I think that’s pretty good way to say oh man ACK you know here’s the weather here’s what’s been happening here’s a new employee it’s like a very like you know a lot of things about it does that make sense yeah for the newsletter I’m looking at these decisions based on who the guy is on what the heck is he gonna read he already talked a lot about and this is based on a real customer you know there you are a customer you’ve been my another customer you know the customers you could also base it on interviews that you do with the customers all right so he clicks on book a trip and he gets to the site what does he see when he gets to the site that’s going to engage him why is this particular user going to be engaged he’s a CFO he’s quantitative he’s what is his product I think he because he’s been there before he’s gonna want to remember how good it was and that’s that might get him to engage again so seeing photos hearing about the stories the fishermen love to tell stories okay so stories you think Mary Adam you got to just reach our rekindle that experience for him because you know time goes on and you get distracted in life and you don’t remember so when I see pictures of nature and people fishing and catching big fish it’s like I want to be there let’s say this is the first time he’s come to the site okay the new site new trial you okay yeah so this is the first time what do we want them to do on the new site we wanted to register we want to get them to register right okay I see so maybe I’m making this up sure when you go you know how they take a picture of you like with the fish etc every time you go they put it up on them on the website and the members only section or you have a module which is called user self identification where the user can I self-identify as a returning customer to the site a returning customer it’s a new site but the trigger for registration is going to be see pictures registers see pictures that’s what why did I decide that because he just told me that this guy’s and I could the story might be the one thing that’s going to convince him great so he registers that’s in the story he registers to see the picture and lands on a hello how would they say hello like in their brand like this is where you go back and you’ll get brand attributes hello would you say how do you would say feel welcome to always welcome to oles I welcome home welcome welcome home Joe how they say welcome home Joe okay so now I know what that page that I’m going to be designing looks like now it’s a story page so basically it’s a bunch of images of other people’s trips so general stories what what call to action is going to be surrounding the general stories where is the navigation gonna have you know what’s going to be the most important thing on the on the site a schedule so you could plan to this vacation what plan your plan is better than going what right in a bookies see guys a plan your trip plan your trip link he goes to that he looks at the dates and he’s really excited those are the dates for his vacation he books and now you could describe the booking process you can use the standard kind of process as it is you know from others you can do a lot of ways of doing it I guarantee you there’s probably already companies that provide all the infrastructure that you need for a resort off-the-shelf that you can I have a thought yeah planning book it’s too fast I think we need a scaffold plan and reserve or hold okay hold the dates and you can call your buddies everybody so you’re kind of and that also gives oles an opportunity to see it intent okay so then they can like that and then he comes back too many good book yeah you know so plant plan hold and then book people do not go fishing rarely by themselves you go out of this boat you’re out in the ocean you don’t want to be in the boat by yourself there’s one guy that I know from the entire group he likes to go by himself so you got to you usually do it with two or three people so that makes the whole world occasion planning coordination is a lot more complicated right because I want to go but I need to find a partner to go with and so this is the challenge of places like this so here’s another part of that story so I love that so what if he actually gets to send that inner Mary to his buddy so you can send that inner area to a friend or family member took multiple friends so that’s a feature that we need to figure out his friend friends – friends email back and these are families so they might bring more than one person one can’t make it one can only one can make it so with spouses that’s for four people do they bring our spouses or no this is because this is the guy 50/50 to bring their spouse okay so let’s say these guys one broad espousing and Anna and and their kid you know time dated that and that came he’s they didn’t bring their kids because their kids are told they have their own lives right so that’s how many people that’s five so five people so now eat books so I have an idea for so when you invite your friend I think it’d be good to make it feel like very postcard like hey because you kind of have to say it don’t we want to do this yeah so it can’t just be a generic here’s a date you got to sell the friend the spouse the cousin the the kid in college let’s go do this thing again you can write that into the narrative and you can write into there to make it like paperless posters you have to convince people to go with you hope this isn’t getting off topic too much you can always go back you like this actually opens a big door for the idea of route for planning so it’s it’s planning trips to get idea of an invitation sounds really cool that’s the idea that I’m joining a group calendar so you can see everybody’s availability dates at the same time mm-hmm so that goes deeper into you much more functionality now what you want to do if you note that is to make a note of it and then to look at competitors and how deep they go into the booking process because here’s a challenge in software that’s a great idea the question becomes how much of that effort cost wise is going to return actually new customers so if they’re making a leap from not having had a website for a long time to having a website how far do you go into all this new technology that you want to build for them the reason why there’s that diagram where all of the stakeholders should be in the room who’s missing in the room right now the developer the developer so we’re coming up with all these novel ideas is you know creatives as designers and then some Rishabh should be uh guys that’s a thirty thousand dollar build we put a pin on that as an idea so just to finish the the whole concept now it’s the return what you said actually would make people really come back it’s a viral what’s called a viral loop meaning if I and by hey Chris I’m going fishing and I’m by three buddies you know can you guys make it then they might actually go invite more people that’s great new feature yeah a Facebook post for you to say who wants to go fishing with me and it’ll just put it on your timeline that’s a little different than this kind of custom invitation email but this when you said the word viral loop and then I’m thinking that’s gonna solve one of their goals which is to be more present on Facebook and Twitter so throwing that out there on Facebook with a nice little picture mm-hmm that would be pretty cool I don’t think anybody’s even doing that in this space at all so one thing to to to to specially for our audience if you’re watching this we can do this session without any limits and say let’s you know the sky is the limit let’s do as much as we want to do and then take all of the features that come out of it and you was called a feature matrix and you do you know an exercise where you prioritize those based on cost complexity and necessity so the final part that we want to do is how to get people to come back to the site so here a he sent it to a friend he his friends emailed him back he booked for five people does he pay online you know you can but no they low sentiment forms yeah they put a deposit check or something like that yeah do we want to change that at main site you want one of you know it’s still a highly personalized experience I don’t think it needs to be it cost is not like this is not a sandals vacation this no this is 24 people at a time per trip to or for 24 oh you have to book between you know their capacity at 24 people so this is a high personal service thing okay so this five people is one group that’s that’s a good group and but I’m just saying it’s not it’s not it’s not that cheap it’s what I’m saying it’s not cheap like you know 500 bucks per person no this is gonna be three thousand okay got it person so so that’s already a fifteen thousand dollar investment so it makes sense to hand it off to somebody you don’t wanna so we don’t necessarily need to have booking online mm-hmm all right but you are registered and you can manage I like idea of managing your trip online so now that you’re registered it has all the people that are coming so what other things can we do to make people come back like what are the things that we can set up now customer service wise you can download the forms may be like what is it that the site is going to do how’s it going to make the experience more efficient well typically what happens is once you’ve booked the trip or you’re engaged in that Joan will send you the forms and have you fill out information so that they can get your fishing license and all that stuff ready and she’ll start to send you a welcome package welcome package I like that Welcome package from Joan yep comes in email so we can automate that process and it can be an email from Joan saying welcome Joe we were happy to see you back maybe that email even knows automatically is a return customer she has all pre-written and she didn’t actually have to write it and that currently she is writing a real email sending in the Welcome package we can now automate that so it comes in an email with the forms forms to fill out great oh maybe if he’s a repeat customer which he is in this case yeah the forms should already be prefilled with this information and just saying we wouldn’t forms online just for quarters all right why not so she’s got it right well this is already customer yeah Joe comes in an email with a link to forms everything’s already filled out to just tell us what’s changed that’s all so sometimes dietary needs change for example Joe’s giving up there in years and he may be diabetic or pre-diabetic or something like that so he needs a very specific food this time around other than that I don’t think that much changes maybe an address a phone number or something so Joe’s profile is filled with pass information that’s gonna make him feel great what comes next after we finish this customer story the final part is how he this is how he shares you know he shared it on Facebook even though I don’t think Joe would be on Facebook but it’s a feature oh it doesn’t for him that’s why oh you think he’s gonna have a minute yeah that’s fine he’s not a facebook guy right but he already shared with others because he invited people sure um let’s see a way Joe would be willing to share he can email you know his story or a story or a particle he can do different ways but but let’s say that Joe’s profiles filled out with pass information he updates it with new dietary new dietary new diet with new diet so so what do you reflect on this what do you guys think of this is I’m designing the site right now except I’m doing it in why don’t you talk to engage for the people I’m gonna highlight some things right so this is how he finds out just to kind of over you because it’s hard to figure out how he engages what’s the third one Jose Oh find out they actually return so this is where you return suicide okay yeah and then the final one is refer to a friend which is the Facebook thing or so you’re going to want to know for each user story how they find out how they engage how they return and then is that it yeah and you can change these around a little bit I mean but the idea is that it’s the customer journey I mean some journeys were going to be different you’re putting your feet into or your hands into a lot of aspects of the business and you’re facilitating that and coming up with these stories which then become you know a site map which is the next thing we’re going to do and then wireframes based on these and you can then tell the same story with those wireframes I’m going to tell you in the next episode how to do that so you guys have any questions about what we just did what what you thought was helpful or anything like that I have a question so we did this exercise based on Joe’s profile and what if let’s say feel the demanding networker he doesn’t want anything up on his Facebook or what if there’s a Carmela can do so first of all this is only one you have to do all of them so your job where every user type Daniel a user store or your job is in the white board and the conference from B is to go actually do the rest on your real question is once you have these different user stories built how do you resolve the conflict that may exist it’s a great question so then you get into the different narratives or the different paths keep in mind it’s a website you don’t have to do everything like you have you know this here this here not every is available for everybody so nonlinear experience online your experience which by the way that is the most complex part of doing web design is that it’s completely nonlinear if you try to like control it too much it’s too difficult and the reason why all these exercises exist even why the school exists is to teach all these things that require you to flow like Bruce Lee you know like Jamie anything from you did you like this the yeah I think that I was working it was really exciting seeing this more personal side of the website where else in the process would you want to talk about new features and the goal is to simplify really complex site how do you make sure that you don’t end up with eat your bloat feature bloat done a really great question good well I’ll try to answer it as concisely as possible and that might be miracle of God I would recommend that you do a discovery phase during which you have a technical person or yourself determine what their goals are from a technology standpoint and what their budget is from a technology standpoint in general okay and based on that then you can either restrain yourself when you’re doing the brainstorming because you already came with a restrain or you can say forget it we’re going to go the sky’s the limit and then scope out what you did and cut out what you can’t do okay well done Bravo oh yes I guess all right so that was super helpful for me I just want to let you know I’ve never seen hos they do this before and seeing you do that it gave me a whole new perspective about how to approach a site instead of just doing the site taxonomy and kind of be skinning in reorganizing the the chairs on the Titanic if you will that ship will still crash I like that this is going to make the site much more functional and it’s really going to help them do what they need to do which is to get more people to book so we’re really solving the users problem and this is the brilliance of what you just did so rough oh all right guys thanks for tuning in we have more to go so stick around and messing around I’m sorry see you next time comment below like this video if you liked it and please suggest other videos there ya go they’re really good gaddama do