Scope Canvas (English) - Speaker Deck

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SCOPE CANVAS Kickstarting Lean UX

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YOU CAN’T SEPARATE USER EXPERIENCE FROM THE BUSINESS CORE.

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CRAFT Details Performance Coherence Obsession UX HUMANITY Needs Contexts Realities Empathy

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LEAN MAXIMIZE LEARNING LEARN FAST LEARN CHEAP START VALIDATE ITERATE

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LEAN+UX Learn, as soon as possible, what it takes for us to deliver an optimal user experience.

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WE USE VALIDATION ONION TO VISUALIZE KEY MILESTONES IN UX PROJECTS.

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SCOPE STRUCTURE INTERFACE LOOK&FEEL VALIDATION ONION

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SCOPE: ADDS VALUE STRUCTURE: USERS GET IT INTERFACE: IT’S EASY TO USE LOOK&FEEL: ENGAGES

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WE CREATED SCOPE CANVAS TO BRIDGE THE GAP BETWEEN USER NEEDS AND BUSINESS GOALS.

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Users Business Needs Motivators Purpose Impact Goals Behaviors Metrics

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Why Scope Canvas? It’s collaborative. Everyone takes part in defining the core of the UX project, reflecting different points of view. It’s visible. Needs, goals and key principles are visible for everyone and serve as a constant reminder. It’s light. Time used to document is reduced to a minimum. The Canvas is easy to modify and rebuild. No internet needed!

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Download the printable PDF at scopecanvas.com

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USUARIOS NEGOCIO NECESIDADES COMPORTAMIENTOS | MÉTRICAS MOTIVADORES ♥ PROPÓSITO HIPÓTESIS ◎ OBJETIVOS PROYECTO: SCOPE CANVAS Hypothetical Canvas — When the UX project starts. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. Lean UX usando Validation Onion

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USUARIOS NEGOCIO NECESIDADES COMPORTAMIENTOS | MÉTRICAS MOTIVADORES ♥ PROPÓSITO HIPÓTESIS ◎ OBJETIVOS PROYECTO: SCOPE CANVAS Validated Canvas — As the project progresses. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. lorem ipsum dolor sit amet. Lean UX usando Validation Onion

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USE POST-ITS AND SHARPIES BE BRIEF AND SIMPLE DEBATE, DON’T JUDGE TOLERATE CHAOS Rules of the game

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POSITIONING THE PROJECT New Mature Specific General Easier to measure More integrated inside an ecosystem Broader business goals More touchpoints More uncertainty More reliance on gut feeling More data available More benchmarks More competition

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New Mature Specific General Startup Innovative feature Competitor Update POSITIONING THE PROJECT

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Users Business Needs Motivators Purpose Impact Goals Behaviors Metrics

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What makes this project worthy? Why are we doing this? What bigger purpose are we satisfying? Purpose THE WORLD NEEDS THIS BECAUSE: _______________

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The purpose serves the organization and its users equally. It’s neither selfish nor selfless. It’s an equilibrium. Purpose

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The purpose gets you moving. It keeps the team hungry to keep exploring. A good purpose should make you and your team feel energized and motivated. Purpose

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Propósito More education for those who really need it. Lead the startup ecosystem. Make energy efficiency available for everyone. Show the world how innovative we are.

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Propósito “Make every woman feel beautiful” “Organize the world’s information” The purpose is inspiring and challenging. “Make the whole world run on electric vehicles”

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Users Business Needs Motivators Purpose Impact Goals Behaviors Metrics

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What poorly explored problems or opportunities are we qualified to tackle? User Needs OUR USERS NEED or WANT: _______________

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Needs, according to project position New Mature Specific General In context Hypothetical Validated Global Multiple

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Pay bills from anywhere. Pay bills from a mobile app. Save energy. Save energy through a game. User Needs

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Detect opportunities. Opportunities are value added for users that they can’t envision yet. Had I asked people what they wanted, they would have said “a faster horse”. — Henry Ford User Needs

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¿Multi-sided? Define at least one need for each segment of users or customers catered by the project. Example: job ad publishing portal * Companies need to find talent quickly. * Professionals need to get a job in a good company. User Needs

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Users Business Needs Motivators Purpose Impact Goals Behaviors Metrics

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What do we expect to get? What’s the priority? Why are we allocating time and money to do this? Business Goals OUR GOALS FOR THIS PROJECT ARE: _______________

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Goals can be monetary or functional. They satisfy a need for the organization. They are measurable: you know when they aren’t being met. Business Goals

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Reduce in at least 50% the amount of time required to purchase in our site. Increase engagement. Obtain 10.000 recurring users within a year. Make people take care of the environment. Business Goals

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Goals, according to project position New Mature Specific General Optimization Adoption Profitability Satisfaction

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Detect opportunities here as well. The organization can benefit in ways they don’t even visualize yet; the UX expert’s task is to envision these bigger opportunities and broaden the project’s scope to take them. Business Goals

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Users Business Needs Motivators Purpose Impact Goals Behaviors Metrics

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What improvements will allow users to better satisfy their needs? What reason do we give them to adopt our solution? Key Motivators OUR KEY ADVANTAGES OVER EXISTING ALTERNATIVES ARE ______________ .

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Motivators should satisfy user needs in a direct way. They are not what we like the most about our product (like technology stack). Key Motivators

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Motivators reflect innovation. If we don’t offer something radically better than what’s currently in the market, users won’t see a reason to make the switch. Key Motivators

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EXPRESS THEM AS BENEFITS: Time savings Money savings Security Social status Less friction Better decisions New possibilities Access Valuable content Customization Better relationships etc. Key Motivators

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Users Business Needs Motivators Purpose Impact Goals Behaviors Metrics

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How far can we get if this project turns out to be massively successful? Impact We think we can become: _______________

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Impact reflects massive use and engagement. Through impact, we can visualize how our project would look if a huge number of people have integrated it into their lives. Impact

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Don’t mix Impact with Goals. Impact can’t be directly controlled or objectively measured. It’s not about what you want your users to do individually either. Impact

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People will start to go less to malls in our city thanks to our online store. Journalists will start to use our product as a main source of fresh information. People will love our project. We’ll sell 1000 subscriptions within a year. Impact

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Users Business Needs Motivators Purpose Impact Goals Behaviors Metrics

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Which specific user actions mean conversion for us? What do we expect our users to do? Key Behaviors We want our users to _____________ .

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Behaviors are objectively measurable. There’s a 1:1:1 relationship between a behavior, a motivator and a business goal. If we offer people the right motivators, they will start to do things. Key Behaviors

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Place orders through our application. Improve our users’ management. Calculate their body mass index. Make more exercise. Buy. Key Behaviors

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Users Business Needs Motivators Purpose Impact Goals Behaviors Metrics

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How do we know we are meeting our goals? What and how do we measure? Metrics We’ll measure _____ to know if we’re doing well.

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Metrics are behaviors expressed in data. Well-thought metrics tell us a story about our users. They speak about their behaviors and allow us to take action if things don’t work. Metrics

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FIND YOUR METRIC What’s your KPI? What do we want to optimize or improve? How do we understand success? How do we define return on investment? Metrics

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Métricas / KPI's Beware of Vanity Metrics. Likes, followers and pageviews look good, but they are usually not related with true engagement or willingness to purchase. Look for metrics that reflect sustainable interest in your product’s core offering.

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Métricas / KPI's Recurrence Time to complete a task Completed funnel # of support tickets SUS (System Usability Scale) NPS (Net Promoter Score) Pageviews Visits Followers

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Metrics, according to project position New Mature Specific General Quantitative Qualitative Hypothetical Comparative