giovanni fortezza : experience design

Journey mapping and

Feature prioritization

Users and features

Collaborative wireframes

Experience mapping

Touchpoint definition

Scenario and persona

development

Project makeup

All projects present their unique challenges and offer innovative opportunities. However a project structure does not necessarily vary. Its main components are fairly consistent. The first step is to assemble the team that is most qualified to handle the solution requested. Building the relationship between the team and the client is a crucial step. Some relationship may present personality struggles that are important to identify early on and remedy.

Problem definition – If you know what you are trying to solve you are well on your way to be able to setup your KPIs. Additionally identifying your target audience(s) and what constitutes success enables the team to start on the persona development. Personas must be created early on in the process and refined along the way up to the completion of the experience journey. Personas (or personae) serve multiple purposes, they provide a basis for the audience, focus our efforts and humanize the conversations since the solution we are building is for a ‘real’ person.

Data driven scenario
Social listening enables companies to prevent damaging situation. Data driven scenario are adopted to take relationship management to the next level and are used to identify and remedy possible negative social events

Research – While research continues throughout a project it is imperative that a large effort is part of the initial stage. During this phase we collect any primary and secondary research from the client and perform any additional research to fill identified gaps. Stakeholder interviews are used to further clarify goals, expand the feeling of ownership, collect information from people that are on the fringes of the project so to build support, and ultimately to gather requirements for the project. Usability is often conducted on the existing site to test an hypothesis or to validate a proposed solution.

Experience journey
A visualization of the travel cycle of a frequent traveler with related touchpoints. At each stage, the individual touchpoints are supplemented by the needs of the traveler, brand messaging that we need to communicate and the specific features and functions on various devices.

Creative sprint
The initial days of the sprint are spent as a group that includes all team members and stakeholders, in a creative sprint every voice is heard and reflected in a journey map.

User experience model – During the brainstorming sessions with the client, the touchpoints of the journey are defined and features are quickly gathered through a variety of day long group activities. At the end of the day the team, which includes client representation, has developed a collaborative direction in which to take the phase 1 solution, with additional thoughts to future phases. Using the Kano model the team engages in an prioritization exercise. From that we create a user experience journey map and persona/scenario combination. This allows us to display a user experience strategy in relation to a real person with real goals and associated features and tasks.

THINK Marketing conceptual model
The project goal to make the environment instructional and easy to navigate for the c-suite using an iPad was achieved by creating a content model where end users could swipe in any direction to arrive at related content.

Feature visualization
Being able to compare features and functionality that have emerged from a creative sprint exercise is key to the success of the project.

Wireframes and specifications – From this point on depending on the type of project, waterfall or agile, a different approach is taken on the wireframe development. If the project is waterfall then a full set of wireframes are developed with a complete set of annotations in either paper format, prototype or both with various internal and client reviews. If the project is agile on a 2 week standard delivery schedule then wires are developed in collaboration with designer and developer and reviewed with the full team as developed. Agile development requires that at the beginning of a sprint a certain number of stories are agreed upon by the team and those stories must be delivered at the end of the sprint. Therefore it is very common to build quickly, refine and add in subsequent sprints.

Event web-app
The event web-app was developed to support up to 150 attendees. Post event, the web-app redirects to THINK Leaders content and post event coverage. This prototype is best viewed on a smartphone.