##### [Consistency and Standards - Examples of Nielsens's Design Heuristics](https://medium.com/@gregoralbrecht/consistency-and-standards-nielsens-design-heuristic-explained-ac91f450fd8)
[Consistency and Standards - Examples of Nielsens's Design Heuristics](https://medium.com/@gregoralbrecht/consistency-and-standards-nielsens-design-heuristic-explained-ac91f450fd8)
###### In every thought there is a main emotion -[Example](https://d2slcw3kip6qmk.cloudfront.net/marketing/blog/2017Q3/SEO-initiative-customer-journey-mapping/CustomerJourneyMap1.png)
###### In every thought there is a main emotion -[Example](https://d2slcw3kip6qmk.cloudfront.net/marketing/blog/2017Q3/SEO-initiative-customer-journey-mapping/CustomerJourneyMap1.png)
###### A conclusion with next steps and a thank you.
###### A conclusion with next steps and a thank you.
##### **Example:**
**Example:**
##### **Objective:**
**Objective:**
##### Know more about what bugs people the most when they go on holidays with their friends.
Know more about what bugs people the most when they go on holidays with their friends.
##### **Hypotheses**:
**Hypotheses**:
##### - The distribution of tasks of often uneven
- The distribution of tasks of often uneven
##### - Transportation and shopping are the most sensitive topics
- Transportation and shopping are the most sensitive topics
##### **Script**
**Script**
##### **Introduction**
**Introduction**
##### Hello! My name is Jasmin and I am conducting user research about how people organize themselves when they are going on holidays with a group of friends. Hence I'd love to know more about your experience in that kind of situation. Can I have 15 minutes of your time for a chat?
Hello! My name is Jasmin and I am conducting user research about how people organize themselves when they are going on holidays with a group of friends. Hence I'd love to know more about your experience in that kind of situation. Can I have 15 minutes of your time for a chat?
##### **Screening questions:**
**Screening questions:**
##### - How old are you?
- How old are you?
##### - Where do you live?
- Where do you live?
##### - What do you do for a living?
- What do you do for a living?
##### **Topic 1: Tasks distribution upfront**
**Topic 1: Tasks distribution upfront**
##### - When was the last time you went on holiday with friends?
- When was the last time you went on holiday with friends?
##### - Who organized what before the stay (location, transportation, food shopping)?
- Who organized what before the stay (location, transportation, food shopping)?
##### - How easy was it? Why?
- How easy was it? Why?
##### **Topic 2: Potential tensions**
**Topic 2: Potential tensions**
##### - How well did the holiday go in terms of tasks management?
- How well did the holiday go in terms of tasks management?
##### - Who took care of what?
- Who took care of what?
##### - Were there any frustration due to the distribution? Why?
- Were there any frustration due to the distribution? Why?
##### **Topic 3: Tools**
**Topic 3: Tools**
##### - What tools did you and your friends use to set up the holidays (apps, sites, canvas, etc.)?
- What tools did you and your friends use to set up the holidays (apps, sites, canvas, etc.)?
##### - How helpful were they? Why?
- How helpful were they? Why?
##### **Topic 4: Next trip**
**Topic 4: Next trip**
##### - What would you like to change between your last and next trip with friends?
- What would you like to change between your last and next trip with friends?
##### **Conclusion**
**Conclusion**
##### Thank you so much for your time! This is very helpful for our research, especially on knowing what to improve to ease holiday organization management.
Thank you so much for your time! This is very helpful for our research, especially on knowing what to improve to ease holiday organization management.
##### Would you have anyone you know who you think is quite concerned about this topic?
Would you have anyone you know who you think is quite concerned about this topic?
##### We/I will prepare a questionnaire for other kinds of information. Would you be kind enough to answer it when it's ready?
We/I will prepare a questionnaire for other kinds of information. Would you be kind enough to answer it when it's ready?
###### 3 scripts or an [affinity diagram](https://d2slcw3kip6qmk.cloudfront.net/marketing/blog/2017Q1/affinity-diagram3.png) from the interviews
###### 3 scripts or an [affinity diagram](https://d2slcw3kip6qmk.cloudfront.net/marketing/blog/2017Q1/affinity-diagram3.png) from the interviews
##### Example of an interview guide:
Example of an interview guide:
##### Hello! My name is Agathe and I am conducting research about athletes and people who practice sports regularly. Hence, I'd be very happy to ask you some questions about the way you run, your habits, and the pain points you may have.
Hello! My name is Agathe and I am conducting research about athletes and people who practice sports regularly. Hence, I'd be very happy to ask you some questions about the way you run, your habits, and the pain points you may have.
##### This interview will probably last 20 to 30 minutes.
This interview will probably last 20 to 30 minutes.
##### Do you have any questions before we start?
Do you have any questions before we start?
##### Run
Run
##### - What sports do you practice?
- What sports do you practice?
##### - How often do you run?
- How often do you run?
##### - When was the last time you went out for a run?
- When was the last time you went out for a run?
##### Races
Races
##### - What was the last race you ran?
- What was the last race you ran?
##### - How was it? Tell me about the experience you had.
- How was it? Tell me about the experience you had.
##### - How did you get prepared?
- How did you get prepared?
##### - What would you have done differently? Why?
- What would you have done differently? Why?
##### Hydration
Hydration
##### - What do you remember about the way you hydrated?
- What do you remember about the way you hydrated?
##### - How did you manage your hydration?
- How did you manage your hydration?
##### - Have you ever found yourself in trouble due to hydration? What happened?
- Have you ever found yourself in trouble due to hydration? What happened?
##### - What would you never do again? Why?
- What would you never do again? Why?
##### That's it, we went through all the questions I had.
That's it, we went through all the questions I had.
##### Thank you so much for your time!
Thank you so much for your time!
##### I have a last favor to ask you: is there anyone you know who runs frequently and would be available for a talk?
I have a last favor to ask you: is there anyone you know who runs frequently and would be available for a talk?
###### There is at least one of the following tools
###### There is at least one of the following tools
##### - Persona
- Persona
##### - Empathy Map
- Empathy Map
##### - User Journey
- User Journey
##### - JBTD or Jobs-to-be-done (a JTBD must go along with another tool)
- JBTD or Jobs-to-be-done (a JTBD must go along with another tool)
###### The script is completed (list of criteria below)
###### The script is completed (list of criteria below)
###### The tool is completed (list of criteria below)
###### The tool is completed (list of criteria below)
###### There is a document with the key learnings the students learnt from this phase
###### There is a document with the key learnings the students learnt from this phase
#### Criteria
#### Criteria
##### - Persona
- Persona
##### - The script is the list of insights the students uses to create the persona
- The script is the list of insights the students uses to create the persona
##### - The completed tool is a [Persona board](https://miro.medium.com/max/1400/0*RbHfR6BHhhFIENNf). Make sure the key insights come from the field, from reality, but the persona itself is different from only one user.
- The completed tool is a [Persona board](https://miro.medium.com/max/1400/0*RbHfR6BHhhFIENNf). Make sure the key insights come from the field, from reality, but the persona itself is different from only one user.
##### - Empathy Map
- Empathy Map
##### - The script is the list of insights the student uses to create the Empathy map
- The script is the list of insights the student uses to create the Empathy map
##### - The completed tool is an [Empathy Map](https://miro.medium.com/max/700/1*I1ffOWdPWQva3dCMQE-TAQ.png).
- The completed tool is an [Empathy Map](https://miro.medium.com/max/700/1*I1ffOWdPWQva3dCMQE-TAQ.png).
##### - User Journey
- User Journey
##### - The script is the list of insights the student uses to create the User Journey.
- The script is the list of insights the student uses to create the User Journey.
##### - The completed tool is a [User Journey Map](https://d2slcw3kip6qmk.cloudfront.net/marketing/blog/2017Q3/SEO-initiative-customer-journey-mapping/CustomerJourneyMap1.png).
- The completed tool is a [User Journey Map](https://d2slcw3kip6qmk.cloudfront.net/marketing/blog/2017Q3/SEO-initiative-customer-journey-mapping/CustomerJourneyMap1.png).
##### - Jobs-to-be-done (JTBD)
- Jobs-to-be-done (JTBD)
##### - The JTBD is tool that goes as a conclusion to another of the previous tools. Make sure:
- The JTBD is tool that goes as a conclusion to another of the previous tools. Make sure:
##### - The sentence is complete
- The sentence is complete
##### - The "When" part involves a visit on the website
- The "When" part involves a visit on the website
##### - The "I want to" part involves a practical action
- The "I want to" part involves a practical action
##### - The "So I can" part involves a psychological or emotional purpose
- The "So I can" part involves a psychological or emotional purpose
###### There are between 1 and 3 KPIs ([check the SMART list](https://www.grow.com/blog/how-to-use-smart-goals-to-build-your-kpis)) that will help you measure the success of the upcoming solution
###### There are between 1 and 3 KPIs ([check the SMART list](https://www.grow.com/blog/how-to-use-smart-goals-to-build-your-kpis)) that will help you measure the success of the upcoming solution
###### There is a document with the key learnings the students learnt from this phase
###### There is a document with the key learnings the students learnt from this phase
##### Examples of Problem statements
Examples of Problem statements
##### - How might we help Pierre measure and prepare his hydration before a race?
- How might we help Pierre measure and prepare his hydration before a race?
##### - Appropriate —> The problem statement is narrow enough to be specific for one painpoint, and broad enough to let creativity suggest many options. Also, it takes into accounts some of the key insights from the previous phases.
- Appropriate —> The problem statement is narrow enough to be specific for one painpoint, and broad enough to let creativity suggest many options. Also, it takes into accounts some of the key insights from the previous phases.
##### - How might we make sure Pierre doesn’t get dehydrated?
- How might we make sure Pierre doesn’t get dehydrated?
##### - Too broad —> The problem statement is out of the scope of running, so the solutions cannot be integrated in the specific context of running.
- Too broad —> The problem statement is out of the scope of running, so the solutions cannot be integrated in the specific context of running.
##### - How might we make sure Pierre drinks the cups that are offered during the race?
- How might we make sure Pierre drinks the cups that are offered during the race?
##### - Too narrow —> There are plenty of options to avoid dehydration without drinking the cups that are offered during the race.
- Too narrow —> There are plenty of options to avoid dehydration without drinking the cups that are offered during the race.
##### - How might we provide Pierre with a drink that contains everything he needs to avoid dehydration?
- How might we provide Pierre with a drink that contains everything he needs to avoid dehydration?
##### - Focused on the solution, not the problem —> The problem statement is supposed to rephrase the brief and take into account the insights from the previous phase.
- Focused on the solution, not the problem —> The problem statement is supposed to rephrase the brief and take into account the insights from the previous phase.
##### - How might make sure Pierre doesn’t get drunk the night before the race?
- How might make sure Pierre doesn’t get drunk the night before the race?
##### - Out of scope —> This is not about dehydration, nor about running.
- Out of scope —> This is not about dehydration, nor about running.
Agathe Pommery
2 years ago