Scope Canvas (English)

Transcript

1. SCOPE CANVAS
   Kickstarting Lean UX
   

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

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4. © Humans of New York
   UX involves humanizing your users and
   connect with their stories, dreams,
   needs and limitations.
   

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5. CRAFT
   Details
   Performance
   Coherence
   Obsession
   UX
   HUMANITY
   Needs
   Contexts
   Realities
   Empathy
   

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6. LEAN
   MAXIMIZE LEARNING
   LEARN FAST
   LEARN CHEAP
   START
   VALIDATE
   ITERATE
   

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

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

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9. SCOPE
   STRUCTURE
   INTERFACE
   LOOK&FEEL
   VALIDATION ONION
   

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

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

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12. Users Business
    Needs
    Motivators
    Purpose
    Impact
    Goals
    Behaviors Metrics
    

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13. 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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14. Download the printable PDF at
    scopecanvas.com
    

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

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

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

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

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20. Users Business
    Needs
    Motivators
    Purpose
    Impact
    Goals
    Behaviors Metrics
    

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

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23. 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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24. 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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25. 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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26. Users Business
    Needs
    Motivators
    Purpose
    Impact
    Goals
    Behaviors Metrics
    

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

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

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

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30. 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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31. ¿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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32. Users Business
    Needs
    Motivators
    Purpose
    Impact
    Goals
    Behaviors Metrics
    

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33. 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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34. 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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35. 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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36. Goals, according to project position
    New
    Mature
    Specific General
    Optimization
    Adoption
    Profitability
    Satisfaction
    

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37. 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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38. Users Business
    Needs
    Motivators
    Purpose
    Impact
    Goals
    Behaviors Metrics
    

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39. 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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40. 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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41. 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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42. 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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43. Users Business
    Needs
    Motivators
    Purpose
    Impact
    Goals
    Behaviors Metrics
    

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

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45. 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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46. 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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47. 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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48. Users Business
    Needs
    Motivators
    Purpose
    Impact
    Goals
    Behaviors Metrics
    

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49. 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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50. 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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51. Place orders through our application.
    Improve our users’ management.
    Calculate their body mass index.
    Make more exercise.
    Buy.
    Key Behaviors
    

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52. Users Business
    Needs
    Motivators
    Purpose
    Impact
    Goals
    Behaviors Metrics
    

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53. 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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54. 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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55. 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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56. 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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57. 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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58. Metrics, according to project position
    New
    Mature
    Specific General
    Quantitative Qualitative
    Hypothetical
    Comparative
    

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60. Download the printable PDF at
    scopecanvas.com
    

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61. Thanks.
    @continuumhq
    

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