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Conducting a UX Discovery

Learn the steps involved in conducting a successful UX Discovery Session

Understand the Scale and Scope of the Project

You should conduct the UX Discovery towards the end of the Sales Team’s S3 Active Pursuit Phase — after an analysis to figure if the client is a good fit, but before sending a quote. Every organization will have different sales cycle structures, but the key aspect of timing the UX Discovery is to do it as close as possible to the actual estimating phase in order to uncover as many facts as possible before formalizing a quote.

The session should be conducted as the last step towards getting an accurate formal estimate to the customer. Because of the work involved, and the result being alignment prior to estimating, it should not be done any earlier in the process.

The Mobify UX Discovery phase begins at the Active Pursuit stage
The UX Discover Phase begins when a client is deemed worthy of active pursuit.

Step 1: Conduct a UX Discovery Session (1-2 hours)

The purpose of the session is to hear from the customer first-hand what they expect the user experience to be outside of any technical considerations. Below is the script you should follow loosely during the call. Based on the retailer and project type, this script should be adapted to suit your needs and what information best serves your team.

Session Script

The objective of this conversation is for us to better understand the scale and scope of the project from a shopper’s perspective. This conversation is not about the technology we will use to create the experience but about the experience your customer will have. From this conversation we will have a greater understanding of the features and scope that will drive further technical and estimation conversation.

Let’s start big picture and work our way down to the details.

  • What problem will this App/Site/Project/Campaign/Experience solve for people?
  • Why is this problem worth solving?
  • Tell us about your customers?
    • Ask for research or data
  • How will we measure the success of the user experience?
  • How is the brand perceived in the market place?

The Shopping Experience

  • Can you describe the overall experience you want the shopper/customer to have?
  • Before we dig into the details of each page or feature, what is the one feature the app/site needs to do better than anything else?
  • Now let’s dig into the details of each page/feature level experience?
    • (if eCommerce)
      • Starting with landing on the homepage and moving through to checkout can you walk me through your current shopping experience and point out any details that we should be aware of that are especially important or unique to your offering?
        • Homepage
        • Category List Page
        • Product List Page
        • Product Detail Page
        • Cart
        • Checkout
      • Along the way draw out what is working well and what features are creating friction for the shopper
    • (if other)
      • Starting with launching the experience can you walk us through the user experience from start to finish using the current desktop or mobile site?
        • (define key features ahead of time to discuss)
      • Along the way draw out what is working well and what features are creating friction for the shopper
  • Now that we have walked through the details of the experience do you have any thoughts of how you imagine the navigation to look?
    • Drawer
    • Tab Bar

At this point you should have enough information to diagram out the overall information architecture and begin scoping the project.

Step 2: Collaborate with Stakeholders

The next step is to conduct an internal collaboration session with sales, engineering, design, and project management stakeholders to map out the architecture and experience of the project. We find the best approach is to diagram out the basic user flow and page structure on a whiteboard and then collaborate over what will be standard versus complex or bespoke.

This basic alignment on the scope of the project is key for accurate estimation and project communication with the customer. During this session your team should also take time to align on what features of the Mobify Platform will best suit their project and most lucidly communicate the value of the Mobify Platform.

Step 3: Align UX With the Platform

The third step is to align customer goals and user experience requirements with key features of the Mobify Platform, to help visually communicate what the experience might be like. At Mobify we do this by create semi-custom designs to represent the customer’s brand and potential solution.

Semi-custom Design Mock-ups

A classic sales mockup usually is a fully custom designed experience or page that is tailored to a prospective customer’s brand. In a semi-custom mockup, pages are dominated by features that feel unique, but is really just using some standard templates with semi-custom design work applied to them. For example, brand colours and fonts are changed in a global stylesheet, followed by the addition of relevant product imagery. The customer gets a sense of the expected experience without the need to actually create custom designs from scratch.

Features of the Mobify Platform that can be easily communicated in a semi-custom design mockup include:

Step 4: Design the Information Architecture

For all Progressive Mobile native app projects it is important to design the information architecture as early on in the process as possible. Deciding between a tabbed navigation or drawer navigation can drastically affect scope, along with exposing new pages that will need to be created ahead of the project starting.

At this stage you’ll create an illustrative version of the whiteboard diagram you did earlier (see Step 2: Collaboration), outlining either information architecture or user flows to help communicate back to the customer a high-level solution for the app navigation.

Step 5: User Experience Solution Presentation

The final step is for you to present the work back to the customer. This serves to communicate that you understand their vision, and how you might solve for it. The presentation also supports alignment of the project’s goals with the features of the Mobify Platform.