Discovery 13% - 8 Questions Flashcards
When you’re in the discovery phase, what should you think about when shaping your discovery questions?
The aim and scope of your study, what you’re exploring, and which people you plan to interview
Attitudinal research
Focus on what people say
Behavioral research
Focus on what people do
Quantitative research
Try to answer “How much?” or “How many?”
Qualitative research
Try to answer “Why?” or
“How?”
Web analytics
A way of collecting and
analyzing what’s happening on your website
A/B testing
A process of showing two variants of the same web page to different segments of visitors
Eye-tracking
The observation and recording of eye behavior such as pupil dilation and movement
Salesforce personas principles
Based on users’ goals,
behaviors, and motivations
How would you integrate personas in design and dev process?
Schedule a meeting with your
colleagues to introduce the personas,
and collaborate on writing user
stories.
Hawthorne effect
The alteration of behavior by the subjects of a study due to their awareness of being observed
Aim of discovery questions
The intent of your work—what you’re trying to find out
Scope of discovery questions
Who you’re researching and how you’re doing your
analysis
Process mapping
The visual representation of business processes
3 Components to a User Story
Who – From whose perspective will this story be written
What – What goal will be accomplished
Why – Why does the user need the functionality
A good User Story is governed by INVEST
What is the I
Independent:
User stories should be self-contained, independent of other user stories
A good User Story is governed by INVEST
What is the N
Negotiable:
You should be able to make changes to a user story and rewrite it until it is implemented in a time box
A good User Story is governed by INVEST
What is the V
Valuable:
Each user story should deliver a business value to the user
A good User Story is governed by INVEST
What is the E
Estimable:
You should be able to estimate and determine the size/effort of a user story
A good User Story is governed by INVEST
What is the S
Small:
User stories should be small enough to fit in a time box
A good User Story is governed by INVEST
What is the T
Testable:
User stories need to provide information that is necessary for testing, i.e. to make the development of tests possible
User Story Mistakes to Avoid
The project team didn’t engage in story writing
The who of the user story is an undefined user
The why in the user story is feature specific
The acceptance criteria is too vague
The user story was assigned to the implementation team without a team discussion
What are key skills of UX Designer?
UX Research Collaboration Wire-framing and UI Prototyping User Empathy Interaction Design Communication
Common research methods:
Surveys
Card sorting activities
Contextual inquiry
Individual interviews
Focus groups
Usability testing
Surveys
are good for casting a wide net to collect many responses
Card sorting activities
are good for grouping things into categories, for example, items in a navigation menu
Contextual inquiry
is good for observing a participant in their own environment to better understand how they work
Individual interviews
are good for getting detailed information from a user and spending one-on-one time getting to know them or how they use your product or service
Focus groups
are good for observing how participants respond to your questions in a group setting, noting similarities and differences to how they work or use your product or service
Usability testing
is good for learning how your users experience your service or product by measuring tasks and performance
Four main parts to contextual inquiry
Context: Go to the users’ environments to understand the context of their actions. In this case, you probably want to visit your users at their desks, rather than in your office or a conference room
Partnership: Develop a master-apprentice relationship with your participant to better understand them, their tasks, and the environment they work in. Immerse yourself in your users’ work by performing the tasks they do, the way they do it. For example, taking customer calls or resolving support tickets
Interpretation: Interpret your observations with the participant. Verify that your assumptions and conclusions are correct
Focus: Develop an observation guide (that is, a list of behaviors, tasks, and/or areas to observe and questions to ask) to keep you focused on the subject of interest or inquiry
Golden Rules of Shadowing and Interviewing
Get permission to record
If you want to record the conversation, whether voice or video, get approval from the interviewee first
Keep things informal and human
Engage your participants as you would a friendly neighbour. Picture them as the world expert on their unique perspective. Focus on understanding what makes them tick and how they conceive of what they’re trying to accomplish
Ask open-ended questions
Avoid “yes” or “no” questions based on your assumptions. Open-ended questions get participants talking. And just as Newton’s First Law would predict, after you get a person talking, they tend to keep talking
Practice active listening
Stay in the present moment rather than trying to analyze during the interview. You have time to analyze when you listen to the recording or watch the video later
Ask why
Listen closely for vague or general answers and immediately follow up by asking participants to explain more
Sales Cloud Personas
Sales Leader
A Sales Leader spends most of their day managing, coaching, and training sales reps. They also spend time managing tools and processes for sales reps.
Deal Closer
Deal Closers spend 3+ hours a day prepping for sales calls and meetings, demoing solutions, and preparing quotes, contracts, and proposals. They often conduct in-person sales meetings and then close the deals.
Data Expert
Data Experts spend 3+ hours a day on reporting and sales forecasting. They also spend 1–3 hours managing the sales pipeline and tools for the sales team.
Pipeline Builder
Pipeline Builders spend 3+ hours a day finding new leads, answering inbound leads, and qualifying leads for the sales team. In addition, Pipeline Builders spend 1–3 hours a day prospecting for new opportunities in existing accounts.
Trusted Advisors
Trusted Advisors spend 3+ hours a day maintaining relationships with existing customers. They upsell products, grow deals, and manage renewals. This persona also spends time prospecting for new opportunities in existing accounts and gathering requirements from prospects.
Service Cloud Personas
Case Solver
The Case Solver provides direct support to customers and handles escalated cases.
Expert Agent
The Expert Agent solves escalated cases, contributes to their company’s knowledge base by creating and editing knowledge articles, and trains other agents.
Team Leader
The Team Leader supervises, manages, and trains agents. Most Team Leaders spend less than 5 hours per day in Salesforce.
Service Admin
The Service Admin manages and maintains their organization’s Service Cloud instance. They also create reports and dashboards.
Marketing Cloud Personas
Marketing Manager
The Marketing Manager oversees teams, projects, and campaigns. They’re active managers of people and processes. They’re also responsible for crafting strategy and making sure it’s executed. They’re skilled in cross-channel marketing and execute individualized and real-time marketing campaigns.
Strategic Leader
The Strategic Leader uses data to craft their company’s marketing strategy. They’re experienced marketers who provide strategic direction for the marketing team and look for innovative ways to use Salesforce. They’re skilled in multichannel marketing and execute real-time, lifecycle, and segmented marketing campaigns
Marketing Specialist
The Marketing Specialist executes campaigns and uses data to find insights. They’re skilled at cross-channel marketing and executing real-time and lifecycle marketing campaigns.
Designer-Developer
The Designer-Developer creates and codes marketing assets. They’re skilled at single-channel marketing and executing lifecycle and segmented campaigns.
IT Services
The IT Services employee supports marketing data operations. They’re focused on real-time, lifecycle, and segmented marketing on a single channel.
Experience Cloud Personas
Site User
Site Users are partners and customers who use portals, sites, and communities to collaborate, get support, and learn. Site Users are customers, partners, or employees who visit sites to find public information such as knowledge base and product or org information.
Community Manager
The Community Manager protects, nurtures, and strategizes for Experience Cloud sites. They’re responsible for enforcing site standards, providing member support and content management, monitoring site usage and health, and developing strategies or guidelines for sites.
Site Admin
The Site Admin manages member access and permissions, and configures and maintains platform settings.
Site Builder
The Site Builder customizes the community’s appearance and develops new functionalities for communities.
