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User Experience & Product Design 
Marta Fioni 
6th November 2014 
Proposal of work
Your needs Brief 
Product Design 
Information Architecture 
To improve the user experience of 
your current offering, by restructuring 
the content architecture of the 
website’s private area. 
To discover gaps between 
users’ needs and your 
current offering. User Experience Design 
Product Strategy 
To understand the best 
approach, resources, and 
capabilities to 
become a product-driven 
organisation.
The project 
Phase 1 | Determine users needs we want to meet 
Phase 2 | Develop a user experience and information 
architecture design that meets needs 
Phase 3 | Implement it progressively 
Phase 4 | Develop new capabilities* 
*optional
Determine users needs we want to meet 
Your content serves different users’ needs, in different situations. To revise the interface and information 
architecture, we need to understand and prioritise these. This phase won’t take long, but is critical: it will 
directly drive design decisions, align everyone, and guarantee we won’t miss anything. 
Steps: 
A. Produce a shortlist of personas and user situations 
B. Determine primary and secondary personas 
C. Stack rank use cases based on frequency, user relevance, and strategic importance for MM 
D. Validate the resulting priority matrix with current users 
Techniques: 
A. Conduct in-dept in-person interviews with stakeholders 
B. Desk analysis (competitive scenario and eco-system) 
C. Survey for teachers, users and non-users (if required) 
D. In-person interviews with users (approx. 5 interviews) 
E. Internal workshop for idea generation & prioritisation 
Deliverables 
A. List of use cases and personas, sorted by priority 
B. Interview transcripts 
C. Survey results 
Timeframe: 2 weeks
Sample output | Prioritisation map 
Find new ideas 
for lessons 
Strategic 
Importance 
S A M P L E 
MM introduction 
if you missed training 
Find new MM-compliant 
tools to buy 
Annual Termly Weekly Daily 
*Frequency 
Legend: 
Find MM-compliant 
resources 
Evaluate non-MM resources 
for compliance w/ system 
Find new lesson 
ideas 
User 
Frequency* importance
Develop a user experience and information 
architecture that meets needs 
This phase is the core of the project. We will develop and co-create different UI designs and information 
architectures, 1 
and iterate on them until we are confident they meet both users’ and business needs. 
Steps: 
A. Mapping out the current content architecture 
B. Combine user interviews, design studio, and internally generated ideas into prototypes 
C. Test prototypes with users, and converge iterations towards a coherent, validated solution 
Techniques: 
A. In-dept user interviews (approx. 8 interviews for each of the 3 personas) 
B. Design studio, card sorting, other feature prioritisation techniques 
C. Wire framing 
D. User acceptance testing 
Deliverables: 
A. Sketches and low-fi paper prototypes 
B. Testing materials as required 
C. Sitemap and navigation architecture 
D. Final wireframes and a clickable prototype 
Timeframe: 6 weeks
Methodology | The UX process 
Developing compelling user experiences is a scientific process at heart. 
• In Phase 2 we will follow this process, by understanding the users’ context ( Research) , hypothesise 
solutions, and test them with users (Design). 
• Both Research and the Design start with divergent thinking and culminate with convergent thinking. 
Hypothesis explored in the convergent thinking phase are then narrowed down into models that 
can be iteratively tested. By the end of this process, a single validated solution will get 
implemented. 
• There are also standardised ways of analysing users behaviour through web metrics (e.g. cohort 
analysis, task abandonment rates, etc). These can contribute to generate insights and keep learning 
about the effectiveness of your design and content. 
Research Design Deliver
Methodology Brief 
Methodology | The UX process 
Research Design Iterate 
Identify your key users, 
their needs and the tasks 
they perform, using a mix 
of quantitative and 
qualitative research 
methods. 
Create various 
prototypes of divergent 
design solutions, to be 
tested with these 
key users. 
Modify designs after each 
round of testing, so that 
the winning solution is 
completely validated.
Methodology Brief 
Methodology | Information Architecture 
User Research 
To achieve a full task analysis, the 
prioritised use cases gets validated 
by in-dept interviews. 
At the end of this process, a series 
of user flows diagrams will 
represent the way users interact 
and search for content on the site. 
Information 
User Flows Architecture 
This task analysis, submitted to 
iterative validation, will inform the re-design 
of your current information 
architecture. The content will be 
organised within a new logical 
structure that takes into account users 
contexts of use, mental 
models, and needs.
MMetehtohdoodloogylo | gCyomBprrieehfensive User Journey 
IA 
Persona 
Situation 
Content 
Problem 
Context 
Navigation 
Success 
Satisfaction 
Product Outcome 
Solution 
Space 
E.g. “I’m an inexperienced 
teacher late for class and need 
to teach a module I’ve not 
thought before” 
Entry 
Point 
User Story 
E.g.“I need worksheets from 
another teacher. I’ll email them. 
Oh, wait - I can google and find 
it on Mathematics Mastery!” 
E.g. “Ah, it doesn’t let me 
google. But I think I have a 
login. Now I click here . . . 
here . . . . back . . . ah, here, 
here. Download.!” 
E.g. “I got what I needed. But 
that was really frustrating, and 
I’m late now. And still need to 
print it.” 
Preferred 
Path
Methodology | User Research 
Isolating patterns 
1 3 
User Interviews & 
Contextual Enquires 
Isolating Patterns 
Prioritised Personas 
& User Flows 2 
Many in-dept interviews are run to verify your assumptions about different types of users, understand their 
motivations and needs, and their current use of your website. Recurrent patterns will emerge and we will 
isolate and represent them using different personas (mainly based on needs, not just demographics) and user 
flows, that we will prioritise based on frequency and importance for the business.
Methodology | User Research 
User Interviews & 
Contextual Enquires 
Isolating Patterns 
Isolating patterns 
Prioritised Personas 
& User Flows 
During the course of the user research phase, we will meet in person with around 30 different teachers, to 
understand their motivations and experiences with your method, and observe their use of your website in 
their ‘natural’ context. We will annotate transcripts of each interview and start isolating patterns ( through 
card sorting workshop) , that will inform research deliverables ( user flows and personas).
Phase 2 | Design Process 
+ 
Methodology | Design 
Design Ideas 
Iterations 
Prototyping 
Final Design 
Testing with real and 
pre-qualified users 
From a first, diverse and divergent series of features ideas (e.g. generated during workshops or based on 
industry standards, etc..) different design options are turned into low-fi prototypes and tested with a sample 
of users, strategically selected from the ones interviewed. A series of iterations cycles ( e.g. 3 or 4 full 
iterations) is run to progressively refine the final design, to meet the needs of different types of users.
Phase Design Examples 
2 | Design Examples 
Design Ideas 
Prototyping 
&Testing 
Final Design 
During the ideation and testing stage, a vast quantity of low-fi prototypes, such sketches, wireframes and 
clickable interfaces will be shared with users to prove different solutions right or wrong, and iterate quickly 
over the winning ones. The level of fidelity of prototypes will increase as we get closer to the final design.
Sample Output | UX Design
 
 	
 
Find Resources Why NAPs About Contact us 
Resources  Design 
Design your NAP 
The first step toward a high-impact NAP is an inclusive design process. 
Conducting an inclusive design process, including consultation with civil society, stimulates 
efficient coordination and communication, builds political will, and bolsters the plan’s chances of 
success. In addition, NAP designers must carefully consider the results they hope to achieve 
through the plan—developing a monitoring and evaluation 
plan is a critical part of designing a high-impact NAP. 
Design your NAP 
The first step toward a high-impact NAP is an inclusive design process. 
Conducting an inclusive design process, including consultation with civil society, stimulates 
efficient coordination and communication, builds political will, and bolsters the plan’s chances of 
success. In addition, NAP designers must carefully consider the results they hope to achieve 
through the plan—developing a monitoring and evaluation 
plan is a critical part of designing a high-impact NAP. 
Design resources by subtopic 
Defining roles 
and 
responsabilities 
Conducting a 
problem analysis 
Building 
political will 
Identifying 
Resources 
Facilitating 
inclusive 
processes 
Creating an 
MA plan 
We can help with design 
Newsletter 
Personas 
Find Resources Why NAPs About Contact us 
Resources by topic 
Design 
Facilitating inclusive processes 
Conducting a problem analysis 
Defining roles and responsibilities 
Creating an ME plan 
Building political will 
Identifying resources 
Monitoring 
Evaluation 
Developing MA plans, 
outcomes, and indicators 
Collecting, analysing and 
managing data 
Evaluating NAPs 
Communicating results 
In eum ignota primis nusquam, mel ex brute animal. 
No vix consulatu dignissim, ex pri erant regione. 
Learn interactively about NAPs 
Et aperiri impedit eos, impetus debitis 
definiebas in vix.Te ius decore tamquam elaboraret. Get started 
NAPs Worldwide 
Design 
Implementation 
Attaining meaningful participation 
Achieving human security 
Changing behaviours and attitudes 
Coordinating actors 
Maintaining political will 
Securing resources 
Implementation 
Take part 
Monitoring 
 Evaluation
 
 	
 
Canada 
Find your country 
47 Afghanistan 
Newest NAP 
Card Sorting 
for IA 
User Flow 
Wireframes 
Wireframes
Implement the solution progressively 
The validated solution needs to be implemented. Likely a progressive implementation (adding 
features over time) is the best outcome, because it enables user feedback, metrics analysis, and 
makes 1 
best use - potentially limited - internal resources. This phase delivers a thorough 
implementation plan. 
Steps: 
A. Work with internal stakeholders to understand resource availability  tech systems 
B. Prioritise the implementation 
C. Determine relevant KPIs and metrics to monitor 
D. Create a project roadmap, distributing roles and tasks 
Techniques: 
A. Stakeholders interviews 
B. Sprint planning / prioritised backlog for development team or agency 
C. Liaison with external parties (implementation / advisory) as required 
Deliverables: 
A. Project plan 
B. Product road-map 
C. List of tasks - brief to stakeholders 
Timeframe: 1 week
Develop new capabilities* 
Your goal is to turn your website from an a content offering to an interactive product that supports 
users’ work 1 
understanding, practice, and advocacy for Mathematics Mastery. During this phase we will 
out together what resources (capabilities, team members, time) and one-off activities (further 
research projects, development) are required to make this transition a reality 
Approach: 
A. Understand internal opportunities 
B. Benchmark against similar offerings, best-in-class, and most innovative players in education space 
C. Set high level objectives 
Techniques: 
A. Interviews with industry experts (tech, product, education) 
B. Internal interviews 
Deliverables: 
A. Strategic briefing (presentation) summarising opportunity and required resources 
B. High level implementation plan, particularly focusing around talent, change / change 
management 
C. If desired, an advisory panel to accompany  facilitate the transition 
Timeframe: 2 weeks *optional
Timeline and milestones 
Interim presentation: research findings and user priorities 
Week 1 
Week 2 
Week 3 
Week 4 
Week 5 
Week 6 
Week 7 
Week 8 
Interim presentation: designs 
Week 9 Final presentation, wireframes and implementation plan
Marta Fioni | About 
I am a User Experience Designer and Product Manager with five years of managerial experience, and an academic 
background in Semiotics. 
I managed a large classifieds website with over 5M monthly visitors, and 2M of items of user generated content, 
distributed into 70 sub-categories, and localised and re-designed its content architecture. 
I hold an MA in Semiotics from University of Bologna, running my research in Visual Anthropology and Cognitive 
Science at UC Berkeley. I have recently specialised in UX Design attending the UX DI Course at General Assembly. 
Thanks to my professional background and studies, I have access to a substantial network of digital professionals 
(UX researchers, product managers, business and marketing strategists), that can collaborate with me on this 
project as needed. 
martafioni@gmail.com uk.linkedin.com/in/martafioni @martafioni

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UX Design Process | Sample Proposal

  • 1. User Experience & Product Design Marta Fioni 6th November 2014 Proposal of work
  • 2. Your needs Brief Product Design Information Architecture To improve the user experience of your current offering, by restructuring the content architecture of the website’s private area. To discover gaps between users’ needs and your current offering. User Experience Design Product Strategy To understand the best approach, resources, and capabilities to become a product-driven organisation.
  • 3. The project Phase 1 | Determine users needs we want to meet Phase 2 | Develop a user experience and information architecture design that meets needs Phase 3 | Implement it progressively Phase 4 | Develop new capabilities* *optional
  • 4. Determine users needs we want to meet Your content serves different users’ needs, in different situations. To revise the interface and information architecture, we need to understand and prioritise these. This phase won’t take long, but is critical: it will directly drive design decisions, align everyone, and guarantee we won’t miss anything. Steps: A. Produce a shortlist of personas and user situations B. Determine primary and secondary personas C. Stack rank use cases based on frequency, user relevance, and strategic importance for MM D. Validate the resulting priority matrix with current users Techniques: A. Conduct in-dept in-person interviews with stakeholders B. Desk analysis (competitive scenario and eco-system) C. Survey for teachers, users and non-users (if required) D. In-person interviews with users (approx. 5 interviews) E. Internal workshop for idea generation & prioritisation Deliverables A. List of use cases and personas, sorted by priority B. Interview transcripts C. Survey results Timeframe: 2 weeks
  • 5. Sample output | Prioritisation map Find new ideas for lessons Strategic Importance S A M P L E MM introduction if you missed training Find new MM-compliant tools to buy Annual Termly Weekly Daily *Frequency Legend: Find MM-compliant resources Evaluate non-MM resources for compliance w/ system Find new lesson ideas User Frequency* importance
  • 6. Develop a user experience and information architecture that meets needs This phase is the core of the project. We will develop and co-create different UI designs and information architectures, 1 and iterate on them until we are confident they meet both users’ and business needs. Steps: A. Mapping out the current content architecture B. Combine user interviews, design studio, and internally generated ideas into prototypes C. Test prototypes with users, and converge iterations towards a coherent, validated solution Techniques: A. In-dept user interviews (approx. 8 interviews for each of the 3 personas) B. Design studio, card sorting, other feature prioritisation techniques C. Wire framing D. User acceptance testing Deliverables: A. Sketches and low-fi paper prototypes B. Testing materials as required C. Sitemap and navigation architecture D. Final wireframes and a clickable prototype Timeframe: 6 weeks
  • 7. Methodology | The UX process Developing compelling user experiences is a scientific process at heart. • In Phase 2 we will follow this process, by understanding the users’ context ( Research) , hypothesise solutions, and test them with users (Design). • Both Research and the Design start with divergent thinking and culminate with convergent thinking. Hypothesis explored in the convergent thinking phase are then narrowed down into models that can be iteratively tested. By the end of this process, a single validated solution will get implemented. • There are also standardised ways of analysing users behaviour through web metrics (e.g. cohort analysis, task abandonment rates, etc). These can contribute to generate insights and keep learning about the effectiveness of your design and content. Research Design Deliver
  • 8. Methodology Brief Methodology | The UX process Research Design Iterate Identify your key users, their needs and the tasks they perform, using a mix of quantitative and qualitative research methods. Create various prototypes of divergent design solutions, to be tested with these key users. Modify designs after each round of testing, so that the winning solution is completely validated.
  • 9. Methodology Brief Methodology | Information Architecture User Research To achieve a full task analysis, the prioritised use cases gets validated by in-dept interviews. At the end of this process, a series of user flows diagrams will represent the way users interact and search for content on the site. Information User Flows Architecture This task analysis, submitted to iterative validation, will inform the re-design of your current information architecture. The content will be organised within a new logical structure that takes into account users contexts of use, mental models, and needs.
  • 10. MMetehtohdoodloogylo | gCyomBprrieehfensive User Journey IA Persona Situation Content Problem Context Navigation Success Satisfaction Product Outcome Solution Space E.g. “I’m an inexperienced teacher late for class and need to teach a module I’ve not thought before” Entry Point User Story E.g.“I need worksheets from another teacher. I’ll email them. Oh, wait - I can google and find it on Mathematics Mastery!” E.g. “Ah, it doesn’t let me google. But I think I have a login. Now I click here . . . here . . . . back . . . ah, here, here. Download.!” E.g. “I got what I needed. But that was really frustrating, and I’m late now. And still need to print it.” Preferred Path
  • 11. Methodology | User Research Isolating patterns 1 3 User Interviews & Contextual Enquires Isolating Patterns Prioritised Personas & User Flows 2 Many in-dept interviews are run to verify your assumptions about different types of users, understand their motivations and needs, and their current use of your website. Recurrent patterns will emerge and we will isolate and represent them using different personas (mainly based on needs, not just demographics) and user flows, that we will prioritise based on frequency and importance for the business.
  • 12. Methodology | User Research User Interviews & Contextual Enquires Isolating Patterns Isolating patterns Prioritised Personas & User Flows During the course of the user research phase, we will meet in person with around 30 different teachers, to understand their motivations and experiences with your method, and observe their use of your website in their ‘natural’ context. We will annotate transcripts of each interview and start isolating patterns ( through card sorting workshop) , that will inform research deliverables ( user flows and personas).
  • 13. Phase 2 | Design Process + Methodology | Design Design Ideas Iterations Prototyping Final Design Testing with real and pre-qualified users From a first, diverse and divergent series of features ideas (e.g. generated during workshops or based on industry standards, etc..) different design options are turned into low-fi prototypes and tested with a sample of users, strategically selected from the ones interviewed. A series of iterations cycles ( e.g. 3 or 4 full iterations) is run to progressively refine the final design, to meet the needs of different types of users.
  • 14. Phase Design Examples 2 | Design Examples Design Ideas Prototyping &Testing Final Design During the ideation and testing stage, a vast quantity of low-fi prototypes, such sketches, wireframes and clickable interfaces will be shared with users to prove different solutions right or wrong, and iterate quickly over the winning ones. The level of fidelity of prototypes will increase as we get closer to the final design.
  • 15. Sample Output | UX Design
  • 16.  
  • 17.   Find Resources Why NAPs About Contact us Resources Design Design your NAP The first step toward a high-impact NAP is an inclusive design process. Conducting an inclusive design process, including consultation with civil society, stimulates efficient coordination and communication, builds political will, and bolsters the plan’s chances of success. In addition, NAP designers must carefully consider the results they hope to achieve through the plan—developing a monitoring and evaluation plan is a critical part of designing a high-impact NAP. Design your NAP The first step toward a high-impact NAP is an inclusive design process. Conducting an inclusive design process, including consultation with civil society, stimulates efficient coordination and communication, builds political will, and bolsters the plan’s chances of success. In addition, NAP designers must carefully consider the results they hope to achieve through the plan—developing a monitoring and evaluation plan is a critical part of designing a high-impact NAP. Design resources by subtopic Defining roles and responsabilities Conducting a problem analysis Building political will Identifying Resources Facilitating inclusive processes Creating an MA plan We can help with design Newsletter Personas Find Resources Why NAPs About Contact us Resources by topic Design Facilitating inclusive processes Conducting a problem analysis Defining roles and responsibilities Creating an ME plan Building political will Identifying resources Monitoring Evaluation Developing MA plans, outcomes, and indicators Collecting, analysing and managing data Evaluating NAPs Communicating results In eum ignota primis nusquam, mel ex brute animal. No vix consulatu dignissim, ex pri erant regione. Learn interactively about NAPs Et aperiri impedit eos, impetus debitis definiebas in vix.Te ius decore tamquam elaboraret. Get started NAPs Worldwide Design Implementation Attaining meaningful participation Achieving human security Changing behaviours and attitudes Coordinating actors Maintaining political will Securing resources Implementation Take part Monitoring Evaluation
  • 18.  
  • 19.   Canada Find your country 47 Afghanistan Newest NAP Card Sorting for IA User Flow Wireframes Wireframes
  • 20. Implement the solution progressively The validated solution needs to be implemented. Likely a progressive implementation (adding features over time) is the best outcome, because it enables user feedback, metrics analysis, and makes 1 best use - potentially limited - internal resources. This phase delivers a thorough implementation plan. Steps: A. Work with internal stakeholders to understand resource availability tech systems B. Prioritise the implementation C. Determine relevant KPIs and metrics to monitor D. Create a project roadmap, distributing roles and tasks Techniques: A. Stakeholders interviews B. Sprint planning / prioritised backlog for development team or agency C. Liaison with external parties (implementation / advisory) as required Deliverables: A. Project plan B. Product road-map C. List of tasks - brief to stakeholders Timeframe: 1 week
  • 21. Develop new capabilities* Your goal is to turn your website from an a content offering to an interactive product that supports users’ work 1 understanding, practice, and advocacy for Mathematics Mastery. During this phase we will out together what resources (capabilities, team members, time) and one-off activities (further research projects, development) are required to make this transition a reality Approach: A. Understand internal opportunities B. Benchmark against similar offerings, best-in-class, and most innovative players in education space C. Set high level objectives Techniques: A. Interviews with industry experts (tech, product, education) B. Internal interviews Deliverables: A. Strategic briefing (presentation) summarising opportunity and required resources B. High level implementation plan, particularly focusing around talent, change / change management C. If desired, an advisory panel to accompany facilitate the transition Timeframe: 2 weeks *optional
  • 22. Timeline and milestones Interim presentation: research findings and user priorities Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Interim presentation: designs Week 9 Final presentation, wireframes and implementation plan
  • 23. Marta Fioni | About I am a User Experience Designer and Product Manager with five years of managerial experience, and an academic background in Semiotics. I managed a large classifieds website with over 5M monthly visitors, and 2M of items of user generated content, distributed into 70 sub-categories, and localised and re-designed its content architecture. I hold an MA in Semiotics from University of Bologna, running my research in Visual Anthropology and Cognitive Science at UC Berkeley. I have recently specialised in UX Design attending the UX DI Course at General Assembly. Thanks to my professional background and studies, I have access to a substantial network of digital professionals (UX researchers, product managers, business and marketing strategists), that can collaborate with me on this project as needed. martafioni@gmail.com uk.linkedin.com/in/martafioni @martafioni
  • 24. Further Readings About UX Design • http://saveda.com/blog/presentation-why-ux-matters • http://www.slideshare.net/Symplicit/symplicit-why-ux-matters • https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic • https://medium.com/@catalinarusu/debunking-the-ux-myth-over-again-e05b786917ce • https://medium.com/@tolsondesigns/what-is-ux-design-a-k-a-getting-toilets-out-of-your-kitchen- 4a52e95c4837 UX Work Examples • https://medium.com/@martafioni/payfour-foursquare-ux-design-79965f6fb835 • https://medium.com/user-experience-design-1/how-an-account-switcher-can-improve-the-user-experience- for-duolingo-aaebc262291f UX Methods • http://www.fastcodesign.com/3036720/let-ideos-top-brass-show-you-how-to-solve-problems-like-a-designer • http://52weeksofux.com/tagged/week_12 and http://52weeksofux.com/post/646711369/cohort-analysis- measuring-engagement-over-time • http://www.smashingmagazine.com/2014/10/06/the-skeptics-guide-to-low-fidelity-prototyping/ • https://www.youtube.com/watch?v=M4AsxNg9nNU • http://www.ideo.com/by-ideo/design-thinking-for-educators