Design as a Business Tool:

Research to

Experience Roadmap

JASON ULASZEK@webbit

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THE BACKSTORY

ENGAGEMENT + INSIGHT + ITERATION

Here’s our take…

Step #1:

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STEP #1: DISCOVER

• Stakeholder interviewsUncover the underlying business problem and each stakeholders’ perspective.

• Competitive AssessmentKnow where you need to make a difference.

• Target audience interviewsGather data to inform an understanding of people’s needs.

SAMPLE ACTIVITIES

Step #2:

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Interaction Design Concepts

Site Architecture Nomenclature Detailed Navigation

Personas Scenarios Use cases

Gap Analysis Product ConceptsMental Model

STEP #2: DEFINE

The foundation for your roadmap

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STEP #2: DEFINE

• Build Mental ModelCollaboration is key in finding relevant patterns.

• Align organization’s offerings with mental modelGet a deep understanding of systems, capabilities and offerings.

• Gap AnalysisFind gaps between what people expect and what the organization really provides them.

SAMPLE ACTIVITIES

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DEFINE

Step #3:

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STEP #3: DIRECT

Identify Gather and document opportunities identified through each project activity.

Assess Determine evaluation criteria and score each opportunity accordingly.

PrioritizeIdentify opportunities to be done first based on feasibility, importance.

Prioritize the opportunities

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CAPABILITIES:› Advisor comments and

discussion› Advisor site (registration

required)› Content syndication› Additional third-party content› Targeted content delivery

CAPABILITIES:› Tools for advisor analysis› Multimedia content› Client-facing content› Social media and community

content development› Feedback and surveys› Event calendar

CAPABILITIES:› Thought leadership, research

and insights content› Credibility-enhancing content

(case studies, etc.)› Tools and processes for

content maintenance› Additional Contact Us/About

Us content› Document accessibility › Controlled vocabulary

CAPABILITIES:› Updated site structure,

navigation and labeling› Refreshed design/branding› Mobile-friendly platform› Content refresh/optimization› Web analytics

STEP #3: DIRECT

Define the roadmap

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WRAP UP

Create a shared understanding