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UX Research & Product Brief
Yariv Sade [email protected]
ProductDesignManagement.com
June 2015
Yariv Sade / All Rights Reserved
This lecture is part of my course- ‘Product Design as a Business Strategy’ at the Technion’s M.Sc. Design Management Studies.
Yariv Sade / All Rights Reserved
User Experience Research
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Business & marketing goals
Product design
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Marketing Objective
Research
Product Brief
Product Design
Engineering
Production
Information
Design
Manf.
Company
Stakeholders
Product
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Understand è Define è Innovate è Create è Evaluate è Produce
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Stakeholders
Product
UX Research
Users
Competitors
Products
Market
Trends
Market Analysis
Market analysis vs. UX Research
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Market analysis Searching è Findings (data) è Understanding
UX Research Assumptions è Observation è Inquiring è Trials è Insights
Brief Writing è Updating
Ideation & Design Ideation è Concept è Design è Engineering è Evaluation
Product Design Process
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Research scope • Stake holders defining • User scenarios defining
UX Research
Research methods • Observation • Inquiry • Self testing
Expected outcomes • Domain expertise • Materials for Product Brief • Insights for innovation
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Case study / Strauss
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Case study / Eden
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Product Brief
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The product-brief is a map
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The product-brief is an agreement
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The product-brief is under the design manager responsibility
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A product-brief should be short & simple
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A product-brief should define “what” and not “how”
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The product-brief is a live document
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Product-brief can (and should) include questions
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Product-brief should also include the excluded
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Product-brief should include the hard- & soft-attributes
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Don’t mix product-brief and project-management
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The brief is a checklist
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Don’t use (closed) brief templates
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Hard vs. Soft Attributes
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Soft Attributes
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Hard Attributes Soft AttributesObjective SubjectiveQuantifiable Non-quantifiableRational EmotionalClear VaugePerformance oriented UX orientedEvolutionary RevolutionaryBasic Front
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Thank You
Yariv Sade [email protected]
ProductDesignManagement.com
June 2015
