This document outlines the key aspects of a mobile UX strategy roadmap and design process. It includes 1) UX and user-centered design as prerequisites, 2) mobile UX guidelines, 3) UX templates for deliverables like personas and wireframes, and 4) a UX maturity model to assess where an organization is at currently. The core UX process involves research, analysis, design, and production stages with user research and validation throughout. Design strategy methods include blueprints, journeys maps, and personas.

1. Mobile UX-
COE

2. Mobile UX Strategy Roadmap
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1. UX
2. User-centered Design Process - Prerequisite
– Design Strategy Methods
– Concepting Methods
– User Research & Validation
– UI Design
3. Mobile UX Guideline - Cheat code
4. UX Templates - Mandatory Deliverables
– Basic understanding document
– Wireframe
– User Journey
– Persona
– Pattern Gallery
– Final Design Mockups
5. Mobile UX Maturity Model – where we are

3. UX
Working collaboratively and iteratively, informed by
user needs
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4. What is UX?
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User Experience, or UX for short, is the term used to describe an innovation process that uses
a deep understanding of user needs to help create products and services that provide
meaningful experiences to our customers.
UX uses a set of design methods to unlock actionable
insights that help to define products. It takes these
insights to design and develop the behavior of the
products we create, organize the workflow for interacting
with them, and to connect them with our brand

5. UX Process
An innovation process that makes great products
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6. UX Process
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User experiences are created in stages over the course of a product’s development. UX teams
engage end-users to discover insights; they design and prototype concepts and work them
into detailed solutions; they implement the final product and evaluate how customer and
users respond release after release.
Every product requires its own approach based on local constraints, but these stages
represent a healthy UX process that can bring exceptional user experiences to life.

7. UX Process
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• Research & Analysis
• Focus groups
• Competitor analysis
• Surveys
• Personas
• User Journey
• Interaction Design
• Surveys
• Target Device
• Testing & Configuration
• Publish
• Surveys

8. UX Process- User centered design
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An innovation process that makes great products
User-centered design (UCD) is a design philosophy where the end-user’s needs, wants and
limitations are a focus at all stages within the design process and development lifecycle.
Products developed using the UCD methodology are optimized for end-users and emphasis is
placed on how the end-users need or want to use a product instead of forcing the end user
to change his behavior to use the product.
User-centered design is a common process in
S/w development where typical UCD activities
are broken down into four phases in the
Development lifecycle:
Analysis Design
Implementation Deployment
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3
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9. UX Process
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• Strategy—Strategy is important from the outset because it articulates the brand, guiding
principles, and long-term vision of an organisation. The strategy underpinning a UX project will
shape the goals of the project—what the organisation is hoping to achieve with the project, how
its success should be measured, and what priority it should have in the grand scheme of things.
• Research—Often referred to as the Discovery phase, the Research phase is probably the most
variable between projects. Complex projects will comprise significant user and competitor
research activities, while small startup websites may skip all research activities other than some
informal interviews and a survey. In many people’s eyes, the Research phase is key to creating an
informed user experience, however it is also the phase most often skipped—especially by
proponents of a “Lean UX” approach.
• Analysis—The aim of the Analysis phase is to draw insights from data collected during the
Research phase. Capturing, organising and making inferences from the “what” can help UX
Designers begin to understand the “why”. Communicating the designer’s understanding back to
end-users helps to confirm that any assumptions being made are valid.
Core of UX Process

10. UX Process
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• Design—The Design phase of a UX project is collaborative (involving input and ideas from
different people) and iterative (meaning that it cycles back upon itself to validate ideas and
assumptions). Building on the user feedback loop established in previous phases, the premise of
the Design phase is to put ideas in front of users, get their feedback, refine them, and repeat.
These ideas may be represented by paper prototypes, interactive wireframes, or semi-functioning
prototypes, all deliberately created in low-fidelity to delay any conversation relating to graphic
identity, branding or visual details.
• Production—The Production phase is where the high-fidelity design is fleshed out, content and
digital assets are created, and a high-fidelity version of the product is validated with stakeholders
and end-users through user testing sessions. The role of the UX Designer shifts from creating and
validating ideas to collaborating with developers to guide and champion the vision.
Core of UX Process

11. User-centered Design Process
Design Strategy
Methods
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12. Design Strategy Methods
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• Blueprint
A map that displays all the touchpoints of the consumer with your brand, as well as the key
internal processes involved in it. Useful to visualize the path followed by consumers across
multiple channels and how you could improve the flow.
• Consumer Journey Map
A diagram that explores the multiple (sometimes invisible) steps taken by consumers as they
engage with the service. Allows designers to frame the consumer's motivations and needs in each
step of the journey, creating design solutions that are appropriate for each.
• User Stories
A breakdown of each user task that can be accomplished within the product experience. Reminds
the team of the motivations that drive the target audience to use each feature, as well as the path
that they will take to do so.
• Personas
A relatable snapshot of the target audience that highlights demographics, behaviors, needs and
motivations through the creation of a fictional character. Personas make it easier for designers to
create empathy with consumers throughout the design process.
Core of UX Process

13. 13
• Personas
A relatable snapshot of the target audience that highlights demographics, behaviors, needs and
motivations through the creation of a fictional character. Personas make it easier for designers to
create empathy with consumers throughout the design process.
• Stakeholders Interviews
Scripts for interviewing key stakeholders in a project, both internal and external, to gather insights
about their goals. It helps prioritize features and define key performance indicators (KPIs).
• Competitive Audit/ Analysis
A comprehensive analysis of competitor products that maps out their existing features in a
comparable way. Helps you understand industry standards and identify opportunities to innovate
in a given area.
Core of UX Process
Design Strategy Methods

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User-centered Design Process
Concepting Methods

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• Brainstorming
The collective process of generating constraint-free ideas that respond to a given creative brief.
Allows the team to visualize a broad range of design solutions before deciding which one to stick
with.
• Storyboards
A comic strip that illustrates the series of actions that consumers need to take while using the
product. Translates functionalities into real-life situations, helping designers create empathy with
the consumer while having a first look at the product scope.
• User Flow
A visual representation of the user's flow to complete tasks within the product. It's the user
perspective of the site organization, making it easier to identify which steps could be improved or
redesigned.
• Task Analysis
A breakdown of the required information and actions needed to achieve a task. Helps designers
and developers understand the current system and its information flows. Makes it possible to
allocate tasks appropriately within the new system.
Core of UX Process
Concepting Methods

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User-Centred Design Process
User Research & Validation

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• Heuristic Analysis
A thorough analysis of a product that highlights good and bad practices, using known interaction
design principles as guidelines. Helps you visualize the current state of the product in terms of
usability, efficiency, and effectiveness of the experience
• Use Cases and Scenarios
A comprehensive list of scenarios that happen when users are interacting with the product:
logged in, not logged in, first visit etc. Ensures that all possible actions are thoroughly considered,
as well as the system behavior in each scenario.
• Focus Group
A panel of people discussing a specific topic or question. Teaches about the users' feelings,
opinions and even language. Useful when the target audience is new or unknown for the team.
• Quantitative Survey
Questions that provide numbers as result. Quick and unexpensive way of measuring user
satisfaction and collecting feedback about the product. It could indicate the need for a deeper
qualitative test.
Core of UX Process
User Research & Validation

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• Ethnography Study
Ethnography is the study of social interactions, behaviours, and perceptions that occur within
groups, teams, organisations, and communities. The central aim of ethnography is to provide rich,
holistic insights into people’s views and actions, as well as the nature (that is, sights, sounds) of
the location they inhabit, through the collection of detailed observations and interviews.
• Usability Test
An one-to-one interview research in which the user is asked to perform a series of tasks in a
prototype or a product. Validates and collects feedback of flows, design and features.
• Card Sorting
A technique that consists in asking users to group content and functionalities into open or closed
categories. Gives you input on content hierarchy, organization and flow.
• A/B Test
Offering alternative versions of your product to different users and comparing the results to find
out which one performs better. Great for optimizing funnels and landing pages.
Core of UX Process
User Research & Validation

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User-Centred Design Process
UI Design Method

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• Sketches
A quick way of visualizing a new interface by using paper and pen. Sketches are useful to validate
product concepts and design approaches both with team members and users.
• Wireframes
A visual guide that represents the page structure, as well as its hierarchy and key elements. Useful
to discuss ideas with team members and clients, and to assist the work of designers and
developers.
• Prototypes
A prototype is a simulation of the website navigation and features, commonly using clickable
wireframes or layouts. It's a quick and dirty way to test and validate a product before fully
developing it.
• Pattern Library
A hands-on library that provides examples (and code) of interaction design patterns to be used
across the website. It not only promotes consistency, but also makes it easier improve elements
as needed.
Core of Design Methods
UI Design Methods

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User-Centred Design Process
Mobile UX Guideline

22. Mobile UX Guideline
• Focus on the Primary Task
• Identify your users
• Remember the 80/20 rule
• Use task-based design
• Keep it simple
• Don't ignore platform UX
• Support Gestures
• Capture more than just touch input
• Design for interruption
• Remember your design isn't perfect
• Delight People with Stunning Graphics
• Handle Orientation Changes
• Make Targets Fingertip-Size
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UX Templates
Mobile UX Templates

24. UX Templates
UX templates are tools to help you structure your thinking, not a substitute for research, testing, or
creativity.
– Basic understanding document
– Wireframe
– User Journey
– Persona
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25. UX Templates – Basic understanding Doc
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26. UX Templates - Wireframe
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27. UX Templates – User Journey
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28. UX Templates - Persona
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29. UX Templates – Card sorting
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30. UX Templates – Pattern Gallery
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31. UX Templates – Pattern Gallery
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32. Final design Mockup
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UX Maturity Model
Where we are

34. UX Maturity Model
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3

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• Stage 1: Unimportant
No institutional consideration for how users engage applications. If a user has difficulty with the application, the
user is often belittled and/or mocked. Technology/design team is arrogant in their assessments of how
applications should be built and defensive about any feedback which criticizes the application. Product/project
team is bewildered about how to improve application for better outcomes.
UX isn’t even on the radar as a possibility. If awareness exists, the concept is often derisively considered a
frivolous activity, akin to “putting lipstick on the pig” or adding in wiz-bang features of little substantive value.
• Stage 2: Exploring
Little institutional awareness of how users engage with application. Using more organized language from
previous ad hoc reports, users now state the application is “difficult to use,” “difficult to learn,” “cluttered and
ugly,” and/or “unusable.”
One or two like-minded individuals from the product/project team begin to research user-centered design as a
way of mitigating future issues. Armed with information about another way, they approach members of the
team and leadership about their findings.
Core of Design Methods
UI Design Methods

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• Stage 3: Emerging
Personas emerge as a tool to connect team with users. Pilot programs may emerge, though methods for
obtaining user feedback are poorly structured. UX is considered a “nice to have” optional add-on feature to the
application, so the ability to quantify investments is explored. Many still view UX as simply pretty “design.” UX is
seen as a zero-sum game versus technical imperatives and business objectives. Funding and staffing for UX
efforts is limited.
The concept of UX as an institutional value is a political battle between two sides: the dogmatic believers and
the skeptical/no-frills/paternalistic traditionalists. Believers are hampered by their naïveté & lack of specificity,
but helped by obvious application problems coupled with user feedback. Traditionalists are aided by a strong
institutional legacy that protects or promotes their dismissive/hostile attitude toward UX/usability, while
they’re hampered by feedback from the application’s users.
RISK: Unless organization leadership signals approval for UX in both financial and symbolic ways, UX efforts will collapse and team
will revert to Stage 1.
RISK: Frustrated early adopters may flee to more mature organizations and efforts will revert to Stage 1.
Core of Design Methods
UI Design Methods

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• Stage 4: Committed
Projects strive to balance business, technical and user needs with great success. UX is the responsibility of
several specialists who have titles like UX Designer, Information Architect, and Usability Specialist. Major
portions of the application are overhauled, often in a phased redesign. Usability testing, if conducted, is at least
partially outsourced. Quantifying the ROI on projects includes UX.
Some traditionalists remain skeptical. Users and UX-related roles momentarily marginalize all other project
roles in terms of perceived importance. The potential negative effects are somewhat neutralized by the
organization’s excitement over seeing positive feedback from users and visible progress toward successfully
meeting project objectives.
RISK: Identifying and hiring qualified UX-related job candidates.
RISK: Excessive focus by UX team on meta activities that provide little residual value.
RISK: Never progressing to a point where UX is the responsibility of the whole team, not just individual contributors.
• Stage 5: Mastered
UX is an institutional value that every member of the organization shares equally in upholding. Feedback about
the application’s usability is captured proactively and transparently with a in-house usability lab, even if
uncovered issues cannot all be resolved in the immediate future. The development teams use a robust design
patterns library to facilitate rapid development, with assistance from a UX expert as needed.
Every team member’s contribution is known and valued. Users are treated with dignity and respect.
Core of Design Methods
UI Design Methods