What is Storytelling?

(CO3)

• Designers use storytelling to get insight into users, build

empathy and reach them emotionally. Designers create personas
to represent target users and add conflict to stories that reflect
their user journeys and problems. Crafting stories,
designers can better understand what users want from a
solution.

• The art of powerful storytelling. Everyone has stories to tell,

but storytelling is a skill that can be developed and as a tool it
can be used to powerful effect. Developed and
used purposefully, storytelling can contribute to inclusion
and connection, build confidence, and bring about change.

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 Storytelling (CO3)

You can use

storytelling in
your design
process to present
your user
research results in
an engaging way
and create
empathy with
your target users.
This will help you
steer the design
process and keep
it user-centric.

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 Why Storytelling​ (CO3)

• After completing design research to understand your users’

needs and desires.
• You use your insights to tell a story about who your users
are, what they need and how you’ll provide that.
• The story makes it easy for everyone involved in the
project to empathize with the users and ensure that their
work matches the story.
• Having a story throughout your project means marketing
the design at the end of the design process is also
straightforward, as you already know exactly which story
to tell to show how your product provides value.

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 Aristotle’s 7 Elements of Good Storytelling (CO3)

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 Important elements of storytelling (CO3)

• Plot – What are users trying to achieve/overcome?​

• Character – Who are the users: not just demographically, but what insights do
you need to understand what they (and their needs) are truly like?​
• Theme – How can you establish a trustworthy presence to them and still set
yourself apart from competitors? How will you reflect the overall obstacles
users must overcome?​
• Dialogue/Diction – What will your design say to users and how? Does a
formal/informal tone match their expectations? How much text is appropriate?​
• Melody – How will the overall design pattern appear pleasant and predictable
to users, moving them emotionally?​
• Décor – How will you present everything so the graphics match the setting the
users can sense? Would a classic design or stylized, niche layout meet their
expectations?​
• Spectacle – How can you make your design outstanding so users will remember
it?

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 Personas mapping with storytelling (CO3)

Story mapping is a visual exercise to capture the journey a customer takes with the
product including activities and tasks they perform with the system to achieve certain
goals or objectives. Personas can be mapped with storytelling. Steps:
• Define your target users with personas– To envision users’ likely experiences and
gain empathic insights. Personas are based on user research but tell a story about your
insights.
• Example: Rick, a 47-year-old manager struggling with his work–family-life balance.
He even works on his train commutes. Feeling drained, he wants better control of his
life.

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 Personas mapping with storytelling (CO3)

Give your design the supporting role – Show it improving your persona’s/user’s life and
how easy it is to use.
• Example: Consider how many steps Rick needs to use your app and if voice-controlled
devices at home might influence its suggestions.

Work with the setting –When and where users use your design is vital for building
empathy.
• For Rick, it’s the home, train and workplace. But what about (e.g.) busy professionals
working from home?

Tailor the look/feel – A design’s appearance is vital regardless of its functional benefits, so
design the most appropriate (e.g.) layout, colors, typography.
• For example:
• Rick prioritizes an at-a-glance, easy-to-use design, but soothing colors would
complement larger fonts, etc.

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 Personas mapping with storytelling (CO3)

Strategic Storytelling can elevate influence as a designer and inspire action in an

organization. It allows enhanced collaboration with stakeholders, build influence, and change
attitudes and behaviors. How can a well crafted story help:

Thought Leadership
Highlight the conflict that was resolved. Integrate the key data points or the reasons why the
approach works into a larger narrative to make those reasons stand out and the data points more
memorable.

Performance Reviews
Showcase the impact through a concise, powerful story. It helps in getting valuable
feedback and also detail of the challenges you overcame helps in solution designing making a
difference for users—and maybe even the business at large.

Research Readouts
Make one user the protagonist of your story—walking your colleagues through particular
challenges they face and why those challenges are relevant. Storytelling can illuminate research
insights and user testing results in new ways, helping as you ideate on how to implement user
feedback or work to align various stakeholders.
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 Personas mapping with storytelling (CO3)

Future Vision
Create a character based on a persona to explain your vision. Consider the example
of a busy, stressed-out parent who doesn’t have time for household chores. In the
future vision, this parent is thriving, healthy, happy and able to spend quality time
with their kids. That’s a powerful image that makes the case for your product: an app
that lets users schedule household service providers.

Design Value
Share the story of how a particular user’s experience has improved because of a
design change. What attribute to the impact of design—and a powerful way to
explain why users love a new feature.

Project review
Craft a story about what your team accomplished at the close of a design project.
Share how a persona’s goals were accomplished thanks to the work you did.
Assessing the final results with stakeholders and gaining the feedback you need to
move forward will be effective.
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 Ways to engage audience​ (CO3)

1. Benefit the other

Be a great brand evangelist. “Evangelism comes from a Greek word meaning bringing
the good news. The crux of evangelism is the benefit of the other person.” Unlike
other forms of sales, evangelism is focused on helping others.

2. Focus on differentiation & value

Use a 2x2 matrix to find what to work on. The vertical axis measures differentiation or
uniqueness, while the horizontal axis represents value. Focus on things in the upper
right-hand corner of the matrix—both unique and valuable. For example, the iPod was
successful because it was the only device with an easy-to-use interface, and it could
also deliver a wide selection of music legally and inexpensively.
This framework not only applies to products and services but also how you consider
your own value and personal brand.

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 Ways to engage audience (CO3)

3. Build trust
To gain trust, it should go both ways. Take example of Zappos, which offers free shipping both
ways, a policy that could have easily been abused. However, the company trusted their
customers by default, which encouraged them to order shoes online. This mutual trust
ultimately created the foundation for Zappos’ success.​

4. Back up your recommendations with story

Stories are powerful tool as they are memorable, stories are relatable, stories break the ice.

The Opposite Test: Listen to your competitors and how they describe their product. Then, use
adjectives and descriptions that are the opposite of what they’re saying.

The Elevator Pitch: It’s important to be brief. You should be able to explain anything in 30
seconds.

By mastering these skills, you’ll be able to get closer to changing hearts and minds.
But don’t feel discouraged if you don’t get it right the first time. Failure is a better teacher than
success.
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 Successful Campaigns (CO3)

Some of the campaigns are determined by the growth

of the brand as well and the social media success after
the advertising campaign.

Example :

1. Volkswagen: Think Small

The Volkswagen “Think Small” campaign was created in
1960 by a well-known advertising group Doyle Dane &
Bernbach. https://www.linkedin.com/pulse
What the group set out to do was to answer one /think-small-most-successful-
question – how to change people’s perceptions about a marketing-campaign-daveenci/
product. American always liked to buy big and 15 years
after WWII they were still not buying small German
cars. The thing about Volkswagen is that they never
tried to be something there weren’t which is what
people still today love about the brand - truth about a
product.
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 Successful Campaigns (CO3)

Dove: Real Beauty​

Dove’s real beauty campaign was all about
beauty products giving you confidence, not
anxiety.
The campaign began turning heads in 2004
about topics that were sensitive
but meaningful to their customers.
The campaigns were shared, uploaded
and translated across 110 countries.

https://www.studysmarter.co.uk/explanations/mar
keting/marketing-campaign-examples/dove-real-
beauty-campaign/

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 In class activity on story telling (CO3)

In class activity on story telling

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 Testing of design with people (CO3)

• Testing is the fifth stage in the five-stage design thinking process.

• Testing is, quite simply, the process of testing your prototype on real users.

• During the test phase, you’ll see how your target users interact with your prototype,
and gather valuable feedback.

• You’ll learn where your prototype succeeds and where it needs to be improved.

• The insights gathered during the testing phase will enable you to iterate on your
prototype.

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 5 Guidelines for Conducting a Test (CO3)

1. Show, don’t tell: let your users experience the prototype

2. Ask test participants to talk through their experience.

3. Observe your users.

4. Ask follow-up questions.

5. Negative feedback is your way to learn and improve.

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 Benefits of Testing (CO3)

User testing saves time and money

By catching errors and usability issues early on, you ensure that the product you
eventually launch is the most bug-free, user-friendly product it can be.

User testing reveals unexpected insights.

No matter how thorough your initial user research was, or how convinced you are that
you’ve designed the optimal solution to your user’s problem, there are always new
insights to be uncovered.

User testing improves user satisfaction.

Design Thinking is all about putting the user first. By gathering first-hand user
feedback, you can make informed design decisions—improving user satisfaction in the
long run.

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 Usability Test (CO3)

https://www.nngroup.com/articles/usability-testing-101/

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 Usability Testing (CO3)

https://www.nngroup.com/articles/usability-testing-101/

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 Conducting User Testing (CO3)

• When it comes to running user tests, there are certain steps

you need to follow—regardless of your chosen method:
1. Set an objective
2. Build your prototype
3. Create a plan
4. Recruit participants
5. Gather all the necessary equipment
6. Document your findings
https://careerfoundry.com/en/blog/ux-design/user-testing-
design-thinking/

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 Types of Usability Testing (CO3)

• Qualitative vs. Quantitative

Qualitative usability testing focuses on collecting
insights, findings, and anecdotes about how people use the
product or service. Qualitative usability testing is best for
discovering problems in the user experience. This form of
usability testing is more common than quantitative usability
testing.
Quantitative usability testing focuses on collecting metrics
that describe the user experience. Two of the metrics most
commonly collected in quantitative usability testing are task
success and time on task. Quantitative usability testing is
best for collecting benchmarks.

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 Types of Usability Testing (CO3)

Remote vs. In-Person Testing

• Remote usability tests are popular because they often require less time and money than
in-person studies. There are two types of remote usability testing: moderated and
unmoderated.

• Remote moderated usability tests work very similarly to in-person studies. The facilitator
still interacts with the participant and asks her to perform tasks. However, the facilitator
and participant are in different physical locations. Usually, moderated tests can be
performed using screen-sharing software like Skype or GoToMeeting.

• Remote unmoderated remote usability tests do not have the same facilitator–participant
interaction as an in-person or moderated tests. The researcher uses a dedicated online
remote-testing tool to set up written tasks for the participant. Then, the participant
completes those tasks alone on her own time. The testing tool delivers the task
instructions and any follow-up questions. After the participant completes her test, the
researcher receives a recording of the session, along with metrics like task success.

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 Testing as Hypothesis (CO3)

• Hypothesis testing is a formal procedure for investigating our ideas about

the world using statistics. It is most often used by scientists to test specific
predictions, called hypotheses, that arise from theories.

• It is an analysis tool that tests assumptions and determines how likely

something is within a given standard of accuracy.

• Hypothesis testing provides a way to verify whether the results of an

experiment are valid.

• A null hypothesis and an alternative hypothesis are set up before

performing the hypothesis testing.

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 Steps in Hypothesis Testing (CO3)

1. State your research hypothesis as a null hypothesis and alternate

hypothesis (Ho) and (Ha or H1).

2. Collect data in a way designed to test the hypothesis.

3. Perform an appropriate statistical test.

4. Decide whether to reject or fail to reject your null hypothesis.

5. Present the findings in your results and discussion section.

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 Steps in Hypothesis Testing (CO3)

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 Steps in Hypothesis Testing (CO3)

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 Steps in Hypothesis Testing (CO3)

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 Steps in Hypothesis Testing (CO3)

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 Steps in Hypothesis Testing (CO3)

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 Observation and Shadowing Methods (CO3)

• Qualitative research is based on the observation and collection of non-numerical insights.

The results describe the frustrations and desires of the users. This information will help us
to constantly improve the product.

• To really understand what people do, we can’t just ask them, we have to observe them.
The observation provides accurate information about people, their tasks, habits, their
needs and pain points.

• Observation means looking, listening, and thinking carefully about what we’re seeing and
hearing, so we can find out specific details.

• Observation helps us to find out extensive information about mood, body language, pace,
interaction style, user habits, and timing and gives us a full picture user’s point of view.
• The goal is to observe participants’ natural behavior, without interrupting them or
affecting their behavior.

• Regular observation sessions provide useful feedback to us which can be used for
constant product improvement. They also help us to create and adjust personas.

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 Shadowing (CO3)

• Shadowing is, by its very nature, a qualitative research technique.

• Shadowing is observing the users in their environment where they work every day. It
will show their pinpoints, product strengths, and problems, user communication with
the product, struggles, physical and mental obstacles, …
• The key principle of shadowing is that the researcher acts as an observer only.
• In shadowing, the researcher follows participants around as they perform their daily
activities. Sometimes quietly and sometimes interacts with the user.
• They are not to interfere with the research subject (participant) as that interference
might change the way that the subject behaves in any given circumstance.
• It is too time consuming and resource intensive to be conducted on a massive scale
and thus it’s important to realize that it is best used to provide the basis for
further quantitative research which offers statistically significant insights rather than
being used as the end point of research.
• Thus shadowing is somewhat different from customer observational interviewing
practices in which the researcher fully interacts with the participant while they
observe them in their usual environment.

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 Guerrilla Interviews (CO3)

Guerrilla Interviews: meet people at public spaces such as parks and coffee shops and engage
in quick conversations related to your research topic

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 What is guerrilla research/interview? (CO3)

• Guerrilla research is a quick, low-cost way of learning about and understanding

experiences.

• It is usually done in public spaces and does not require a rigorous recruitment
process, although it does require its own type of planning.

• Especially when facing pushback from stakeholders regarding the cost of user
research or the benefits of user-centered design, guerrilla research can prove the
value of research with minimal investment.

• Its inherent flexibility—online or offline, one day or one week, sessions as

short as ten minutes—makes it an easier sell than a full research program.

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 Advantages of guerrilla Testing/interview (CO3)

•You can move fast.

•If you have no research budget, it’s better than no testing at all.

•It’s super cheap compared to more formal research.

•It can be a great way to validate/invalidate early assumptions.

•It can be an excellent way to identify areas to do deeper research on.

•It can work well with small-iterations type work.

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 Disadvantages of guerrilla Testing/interview (CO3)

•Not a lot of time spent with participants, so you’re restricted to a small part of
the flow.

•It may be more difficult to convince stakeholders about the insights you
generate.

•The people you chat with may not be the types of people that will use your
product.

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 The three Fs of guerrilla user research (CO3)

1. Focused: Set intentions and know your scope

As with most projects that are centered in design-thinking, focus on the problem that you
want to solve rather than the solution you plan to develop. The more specific your problem
is, the more impactful guerrilla research can be. Focusing your scope is the true game-
changer that allows you to cut back on costs and time spent. Narrowing your scope doesn’t
have to impact the quality of insights you get.

2. Fast: Make feedback collection easy and simple

Oftentimes, when we throw around the term ‘guerrilla’ research, we envision a model,
known as street intercepts, where you approach strangers and collect live feedback. This
approach has long existed in the user researcher’s toolkit. But what if your company has
neither a physical product to offer nor the resources to send a team out into the public?

3. Frugal: Save money as a way to be a team player

Making the case for a UX design and user research-specific budget can be challenging at
some companies. But what better way to advocate for the impact of user research than by
running a low-cost user research experiment?

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 User Feedback (CO3)

• User feedback is any information collected from users or customers about their
experience using your product or service.

• This user feedback can be either proactive, that is, you solicit it from users, or reactive,
meaning that your users sent you the feedback unprompted.

• Feedback can come from many different channels and in many different forms.

• Types of feedback include things like bug reports, support requests or suggestions about
how your product can be improved.

• Channels include live chat, in product surveys, email, phone and more.

• After collecting feedback, it’s then used by various teams to improve the user or
customer experience.

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 Types of User Feedback (CO3)
Proactive
Proactive feedback is feedback that you actively solicit from your users or customers. This
can include things like the NPS surveys that we’re all familiar with (more on those below).
Or more specific questions focused on aspects of your product experience, such as
onboarding. Generally proactive feedback is designed to help you understand a specific
aspect of your users’ experience.

Reactive
Reactive user feedback is that which comes unsolicited from your users or customers. Some
of the most common examples are things like bug reports or support requests. For example,
a user tells you that they keep getting logged out of your product. Or the new feature that
you just released isn’t working the way that it’s supposed to. Because this type of feedback
is often an indication that your user is having a negative experience or is even unable to use
your product, you should respond and resolve it quickly.

Ongoing
This is an important category of feedback that many companies don’t handle particularly
well. In addition to the categories above, you can collect ongoing feedback by making it easy
for your users to provide constructive input on the product experience at any time. By
providing feedback channels right inside your product experience, you show your users that
you really value their input. For example, provide an easy way for users to make feature
requests while using your app.
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 How to Collect User Feedback (CO3)

• Run in-app surveys

• Customer Effort Score
• Customer Happiness Index
• Conduct customer interviews
• Net Promoter Score (NPS) surveys
• Collect other in-app feedback
• Offer live chat

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 Reporting Usability Test Results (CO3)

Reporting Usability Test Results

When reporting results from a usability test, you should focus primarily on your findings and
recommendations that are differentiated by levels of severity. Include the pertinent
information from the test plan and present just enough detail so that the method is
identifiable. Keep the sections short, use tables to display the metrics, and use visual
examples to demonstrate problem areas, when possible.

Data Analyses
At the end of usability testing you will have collected several types of data depending on
the metrics you identified in your test plan. When analyzing the data you’ve collected, read
through the notes carefully looking for patterns and be sure to add a description of each of
the problems. Looks for trends and keep a count of problems that occurred across
participants.

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 Software validation tools (CO3)

• Design thinking is a human-centered approach to innovation, focused on gaining

empathy about customer’s problems and challenges in order to create solutions or
products and services that satisfy their wants and needs.

• This framework or process requires different techniques and tools than your overall
“business as usual” and product design efforts.

• To help with this approach, there are many software tools and applications that you
can utilize during the design thinking process.

• Here are some popular software tools for design thinking that you can evaluate
yourself to see if digital tools can help you.

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 Software validation tools (CO3)

1. Sprintbase
2. Miro
3. MURAL
4. Shape by IDEO
5. Smaply
6. Digsite
7. Batterii
8. Stormboard
9. Google Docs, Sheets, & Slides
10. Conceptboard
11. Google Jamboard
12. Shape
13. FigJam

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 Alpha Testing (CO3)

• Alpha Testing is a type of acceptance testing; performed to identify all possible issues
and bugs before releasing the final product to the end users.

• Alpha testing is carried out by the testers who are internal employees of the
organization.

• The main goal is to identify the tasks that a typical user might perform and test them.

• To put it as simple as possible, this kind of testing is called alpha only because it is done
early on, near the end of the development of the software, and before beta testing.

• The main focus of alpha testing is to simulate real users by using a black box and white
box techniques.

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 Beta Testing (CO3)

• Beta Testing is performed by “real users” of the software application in “real

environment” and it can be considered as a form of external User Acceptance Testing.
• It is the final test before shipping a product to the customers. Direct feedback from
customers is a major advantage of Beta Testing.

• This testing helps to test products in customer’s environment.

• Beta version of the software is released to a limited number of end-users of the

product to obtain feedback on the product quality.

• Beta testing reduces product failure risks and provides increased quality of the
product through customer validation.

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 Differences between alpha & beta testing (CO3)

•Alpha Testing is performed by the Testers within the organization whereas Beta Testing is
performed by the end users.

•Alpha Testing is performed at Developer’s site whereas Beta Testing is performed at Client’s
location.

•Reliability and Security testing are not performed in-depth in Alpha Testing while Reliability,
Security and Robustness are checked during Beta Testing.

•Alpha Testing involves both Whitebox and Blackbox testing whereas Beta Testing mainly
involves Blackbox testing.

•Alpha Testing requires testing environment while Beta Testing doesn’t require testing
environment.

•Alpha Testing requires long execution cycle whereas Beta Testing requires only few weeks of
execution.

•Critical issues and bugs are addressed and fixed immediately in Alpha Testing whereas issues
and bugs are collected from the end users and further implemented in Beta Testing.
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 Taguchi methods (CO3)

• Taguchi methods are statistical methods, sometimes called robust design methods,
developed by Genichi Taguchi to improve the quality of manufactured goods, and more
recently also applied to engineering, biotechnology, marketing and advertising.

• Professional statisticians have welcomed the goals and improvements brought about by
Taguchi methods,[editorializing] particularly by Taguchi's development of designs for
studying variation, but have criticized the inefficiency of some of Taguchi's
proposals.[5][citation needed]

• Taguchi's work includes three principal contributions to statistics:

• A specific loss function

• The philosophy of off-line quality control; and
• Innovations in the design of experiments.

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 Defect classification (CO3)

• Defect classification is a vital step for determining if goods should pass or fail
inspection. And considering the quantity and severity of different types of defects
found helps you make an informed shipping decision.

• A professional inspection company often has established standards for classifying

various types of defects for a particular product type. But it’s ultimately your
responsibility as the buyer to decide your tolerance for different defects, often using
a system like AQL

• Knowing what types of defects you are dealing with allows you to make informed
decisions about every product batch.

• Depending on the severity and number of the defects, you may accept the items or
return them to be reworked.

• Alternatively, you could destroy the products and ask the manufacturer to produce
replacements.

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 Classification of Defects in Quality Control (CO3)

The three main types of defects: minor, major, and critical.

Minor Defects
• If a defect is classified as minor, that means the item does not comply fully with the
product specs but is still usable.

• The defect does not affect the product’s marketability and functionality and only has a
minimal impact on its appearance.

• A minor defect is typically so tiny and insignificant that the end-user might not even
notice it.

• And even if they do, they are not likely to return the item, request a refund, or decide
against buying it.

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 Types of User Feedback (CO3)

Major Defects
• Major defects are a different beast altogether.
• They are considered much more serious than minor ones.
• Not only do major defects cause items to depart significantly from the buyer specs,
but they could also negatively impact the appearance, performance, and/or function
of the faulty products.
• What’s more, consumers are highly likely to notice major defects and return the item,
ask for a refund, and even submit a complaint to your customer service department.

Critical Defects
• Critical effects are called “critical” for a reason.
• They are the most serious defect type and typically render the product completely
unusable.
• Oftentimes, items with critical defects can also be a health and safety hazard to your
staff, your customers, and even third parties.
• And if your products are a risk to people’s health, that means you are at risk of
potential lawsuits and product recalls — to say nothing of the consequences for your
brand’s reputation.

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 Random Sampling (CO3)

• Random sampling is a method of choosing a sample of observations from a population

to make assumptions about the population.

• It is also called probability sampling.

• The counterpart of this sampling is Non-probability sampling or Non-random sampling.

•
• The primary types of this sampling are simple random sampling, stratified sampling,
cluster sampling, and multistage sampling.

• In the sampling methods, samples which are not arbitrary are typically called
convenience samples.

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 Type of Random Sampling (CO3)

The random sampling method uses some manner of a random choice. In this method, all
the suitable individuals have the possibility of choosing the sample from the whole sample
space. It is a time consuming and expensive method. The advantage of using probability
sampling is that it ensures the sample that should represent the population. There are
four major types of this sampling method, they are:

1. Simple Random Sampling

2. Systematic Sampling
3. Stratified Sampling
4. Clustered Sampling

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 Simple random sampling vs. Systematic Random
Sampling
(CO3)

Simple random sampling

• In this sampling method, each item in the population has an equal and likely
possibility of getting selected in the sample (for example, each member in a
group is marked with a specific number).
• Since the selection of item completely depends on the possibility, therefore this
method is called “Method of chance Selection”. Also, the sample size is large,
and the item is selected randomly. Thus it is known as “Representative
Sampling”.

Systematic Random Sampling

• In this method, the items are chosen from the destination population by choosing
the random selecting point and picking the other methods after a fixed sample
period.
• It is equal to the ratio of the total population size and the required population
size.

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 Stratified random sampling vs Clustered Sampling
(CO3)
Stratified Random Sampling
• In this sampling method, a population is divided into subgroups to obtain a
simple random sample from each group and complete the sampling process (for
example, number of girls in a class of 50 strength).
• These small groups are called strata. The small group is created based on a few
features in the population.
• After dividing the population into smaller groups, the researcher randomly
selects the sample.

Clustered Sampling
• Cluster sampling is similar to stratified sampling, besides the population is
divided into a large number of subgroups (for example, hundreds of thousands of
strata or subgroups).
• After that, some of these subgroups are chosen at random and simple random
samples are then gathered within these subgroups. These subgroups are known
as clusters.
• It is basically utilized to lessen the cost of data compilation.
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