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Sketching The User Story

Lesson 10 from: FAST CLASS: Fast and Effective UX Design: Learn the Process

Jose Caballer

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Lesson Info

10. Sketching The User Story

Lesson Info

Sketching The User Story

Let's keep on going. So we have about a bit left into our last session and we started before that to do some user stories so that we can sketch mobile. And what I'm starting to do over here is to look at your existing product. And this is part of also the process where you're going to do an audit of their assistant product. Now you might create a site map of the existing product. What I do in a live facilitation scenario is I ask the team to actually help me compose their existing product. And then we're going to transpose it again on Stickies to whatever that redesign the new product is. The majority of the time, its rare that you start with zero. Like when you come into a scenario facilitation, unless it's a new site, even if you start with a new site, the people might already have an idea of what they want. So there might be already an index of features and ideas. And that's what you want to build. You want to have a context and I showed it in a slide at the beginning of the session...

where top, top down as a priority left to right. So here from a, from a taxonomy standpoint, these are top level categories as it relates to a broader feature set so that the library has media type filters, the children's... What is this specifically the child what? Is this a profile? It's the child's digital locker of the media that you've said you like. For a specific child. Per child. Got it. So you really want to begin to understand how the site is structured and what is structured. This has given you the broad framework for the site or for the application before you kind of walk into this. Now how this manifests into navigation. You know, that's a really a tactical component of what we're going to do, but I want a framework. I want an idea what it's gonna happen. And I'm gonna mix this with my customer stories that are based on the user profiles and the prioritization from a business standpoint, to make decisions as to what it is. So it is a synthesis process, and you have to be aware of all those factors. The biggest challenge is what decisions do I make based on those things. So for the sake of today, I am going to try to or not try. I'm going to do my best to articulate how I'm deciding what to sketch based on that. So I'm going to talk out loud through my process that's going on in my head. Cool? Everybody ready? I feel like we're about to pull a rabbit out of something, which is kind of the case and it accelerates, the process will accelerate towards this point of the day. All right. So first let's just finish the first profile for Finn Avery. And this needs to have the millennial mom on here. It's important to have that context at all times, cause I know who I'm talking about. All right and it's a point of reference. So Finn, the fake name, the millennial mom, that user type is so that we can shorthand it really quick. All right, so tell me more about Finn the millennial mom. We know that she found out about us from Facebook and a friend posted something. We could also find out about, about Smart Feed from a shared playlist, either on Facebook or on a blog. Somebody also gave a testimonial and a reference was saved. I think that's what that says. But for the sake of argument as it relates to the mobile app, what I'm gonna do is to kind of highlight or prioritize the shared playlist as a feature set into the story, because what we want to do sketch this. So how can I actually share from the mobile device a playlist and playlist is this up here in this aspect? Where would it playlist live in here? It would be derived out of here. Out of the (mumble) Cool, can you add one that says playlist to that? So we can make the team, you know, work. This might be on a table. This might be in a different environment than this. So one of the things that of D you can help me. Under recommendations, just repeat media type filters in child. The same, set up it's the whole flow of the setup. Maybe let's not touch this flow for today for the mobile, because that's something that's a little bit more tactical that Megan and Mary can really deal with a lot more detail, what we want to probably get to is what are the kind of... Do you wanna put it up so people know what it is. Sure, you can start putting up the flow up there. So you're putting up the media type filters child. You're just copying exactly what it says there. One card per so media type filters and child, recommendations has the same thing. Media types, filters, and child. We just want to have it filled out. So the reason why I'm doing this is again, remember the diagram I showed. I'm using all of these factors. It's like a dashboard you're like, just to sketch this, I'm gonna move this customer profile to my left. And I'm gonna have the screen in the center. My user stories here, my profiles here, and my business priorities. I'm missing one. So I'm going to make sure this guy's not on the floor, but I also want to have what I wanna accomplish from the session up here. So if you guys remember that I said that one of the things that allows me to do this fairly well is the power of Squirrel. That's important. Now you'll get used to that and keeping in mind that the other thing is, I'm not necessarily thinking, that sounds weird. I'm not... I'm letting these things affect my decision making. So when I have a question as to like, okay, what should the interface have on it? I don't like burn my brain. I just say, "Okay, it needs these things." Or it needs to reflect the user story very specifically. So friend shared a playlist. That means that somewhere here, it will have a playlist. There needs to be a share functionality of some sort, the mechanics of what that functionality is. How do I find out? Let me see. All right, here's how my Flipboard, which is one of my favorite apps does sharing in terms of looking at the specifics of the mechanics. All right. I'm in an article, it has that little arrow pointing thing. Okay, cool. Notice my very technical terms, the arrow pointing thing. This is the guy who has been doing this for 20 years. I'm also very lazy. So I'm just looking to see what like the, the right way of doing it is. There's a couple of ways of sharing. There's an arrow pointing thing. There's another way. I like the arrow pointing thing in mobile. And then how the icon works. You guys know what I'm talking about. That's the little share button. Cool. All right. So another thing that's making me think about is an entry point on the other side. So if I've received the shared thing and maybe, maybe I then can take it and say, "Already seen it, not interested and end up with seven of the 10, which then gets a profile partially set up for me as a brand new user. It bases the profile on whatever, what you liked from what it was shared. Exactly. - Its the starting point, that's good. You're reducing the friction. So starting points that I don't have to just hear about it and start from scratch. Like it. So what she said is interesting. So what's after you say, when you share something, the person who's receiving it is able to accept it, not accept it, or if they accept it, set it up as a starting point. It's very similar to how Flipboard shares, which when you share, you can make it into your own magazine. If you want it to the topic specifically. So there's all these mechanics that kind of allow you to flow and make the application a lot more fluid. Remember the definition of user experience it's to, reduce, she's like, 'Wow, come on and put me on the spot." I wrote it down It's to enhance the user easability of a product that someone is using. There you go and pleasure... Increases the satisfaction of it. Make it smooth, smooth criminal. Alright, so let's actually finish this. So let's, let's get into that. Thank you for putting that up, I appreciate that. That gives me more context and visibility. All right, so let's look at engage. So engage part is how I actually get Finn to really like, yeah, this is awesome. Either It's going to be sharing, it's going to be saving. It's going to be really to set up a profile, whatever that is. So it could be content. Oh, here he is. Chris is here. So a friend shared a playlist. Now I have a playlist. The scenario you just described is Finn doesn't want to do a lot of work. So... Make it around really simply and quickly. So basically this story goes, the scenario goes, the job that Finn wants to do is to set up Smart Feed without a lot of work, she needs to set up her own kind of playlist or profiles or playbooks, whichever we wanna call them. So basically the engagement is a friend shared a playlist. Does it go to a, in this case scenario we're really focused on mobile, so how it's on Facebook, right? What's this origination point. Okay, so let's make sure we have this. So on Facebook, she's going to respond to the... She's going to click on the link. Where's the link going to take her? Is it gonna take her when it's a playlist, it's gonna, it's gonna be a mobile version of the playlist likely, in a browser, meaning in your mobile browser right? And that gives you the option somewhere, somehow to download the app, she may not have the app. She could still have the option to open it on the, like, you know how they can say, you'll often get the prompt open and-- In app. Open in app, click here to download or open on the website, mobile website. So this is a point of time kind of issue. Do we want to look at her story as it relates to before she has the app? So Finn frequent feed, she's a pretty savvy person. Is this the user that we want to do the... Well we're at the acquisition point right now anyway. So we should probably look at all the scenarios from the point of view of acquiring her. Like, we shouldn't assume that she's already a customer, that it could be down the line. No, this is her first expession-- This is her first first expression. Okay. So basically playlist will open, playlist opens in mobile browser. Great. And it gives her, what, what is she going to get as options? Maybe I make it my own. I like that. So... And with make it your own, you could thumbs up or thumbs down some of the choices on there. So she has engagement could be, thumbs up, thumbs down, make it my own. That's good enough. I mean, those are good options. There could be more, there could be re share. There could be something, but at this, make it my own. What's gonna prompt you to do, download the app. Thank you. Download app. Excellent. And those are the two biggest things. So make it your own and download app are the two things, what I'm doing here is I'm just, so you remember that I was talking about when I showed you the diagram this morning, I actually had the steps. I'm highlighting the steps so that I don't have to like look through this later when it's far away. Friend shares Facebook playlists and Facebook, it opens in a browser. It has a button says, make it her own. She makes it her own. Download the app. Now she has the app. So how is she going to return? Why is she returning to the app? She wants to get more feeds. She can either follow her friend, get her friend's feeds. She can set up her own profile to get more feeds. So that's a key one. So she set up profile. It's actually going to come here. How much work are we going to make her to do to set up the feed? Do we have her just set up her name and, and password, but then give her a little alert to, hey, come back and finish, you know, add this or add that it's a progressive kind of like profile. Soon as we get the name and email address-- That's it. It could be clicked to complete profile or return later to complete profile. And that would just exit or whatever. But there's value in her coming back to add information because it better customizes the feed for her kids, for her specific But if we have her email, we can bug her with that later. Yeah. So where do we start this sketch, But that's a good point. Where do we start? I think that the good place to start to sketch as an entry point into the experience is how much value can we deliver to her? And I'm kind of channeling, Chris's kind of earlier point in the priorities. Notice I'm talking out loud where he said, "Well, how do we use content? So let's just have her put a name and very simple registration. We're not even gonna ask her to like do the profile. But what we'll do is we'll give her immediately a playlist, But we need something, We'll prompt her. We need kids ages, at least. I think we need kids ages at the bare minimum-- At the bare minimum To be able to offer any content of value. Cause if I give you something that's valuable-- How do we acquire that information from her phone, you can't, because there's probably(mumbles) Search her photos and do it. The playlist already had data on it. The data's in there. So I was just trying to think about can you. The data's in there. One of their playlists recommended to them. Right right? Because then you can then prompt them. Do you like what you see? Send them an email. Got it. Tell us your kid's age. So you're saying that the playlist already came with some data. Yeah. Got it. All I'm saying is that you could, you could, and this is, this is up for debate. There's no way to prove this other than to test it, but that you could like what you said, which is let's hypothesize, hypothetically, let's play with the idea that it's asking her to fill the next step, which is the kid's age. So, so, and there's progress. So there's obviously going to be a portion of this that I'm gonna isolate for whatever other mobile kind of interface components are. No burger menu, no, nothing like that. Let's just leave it like that for now. It's not as important as what this is. We know that this is going to be, what did the playlist look like? What components does it have? It has a title like a, it could be an app, a movie, a TV show. It has a, so it has a creation title. And it has an, a name of the playlist that her friend said, and this great apps for-- Is it a title for the playlist? Mmhh Okay playlists name, But then her friends named it. Got it. So in the customer journey or in the story here, and again, this is very focused on the app. I'm going to dovetail the return, right to that instance, meaning she's going into the app after the browser version of it. She downloaded it and she's returning to the app in that same session. Yeah. So this could be later. This could be, she doesn't open it and you have to send her like a hey, you know, you saved the playlist. You don't want to check it out in the app. That scenario, we can kind of leave separate. Here she's coming directly from the download to this. And she sees, sees title of the playlist. What else does she see? she's gonna see the assets that itself. So she'll know-- What are those? She'll see the list of the apps that are in there. List of apps. Or the list of the TV shows or the listed movies, whatever. Susan said her weight. I was just going to say on the title of the playlist, maybe the way that we set it up for the person sharing is great picks for my blank year old. And then I can just simply change that number to make it my own. You have like a little pull down. Yeah. I like that, its a great idea. Or, or the one that comes from Lindsley says great to great picks for my nine year old. So basically this has age and it is what you're saying. Age built in, I like that. But it doesn't, it could be that way, but it doesn't have to be in the playlist, the titles themselves have ages embedded. But the asset has that data on it. Got it. So if you'd pick up a in it In it She's saying visualize it outwardly so that people know. So it could say, you know, like this playlist, because it might actually have four year old and two year old content in there. It might not be one age. Got it. I have an idea. So what we can do contextually in the playlist is that we'll have the title. What would it playlists be titled. Great Halloween apps. Great Halloween apps, lets do that one. Great Thanksgiving stories. Wait, but Halloween just passed. Great Christmas. Road trip? No, that's too, that's too English accent. Yeah exactly. How about road trip apps? Starbucks just removed all the decorations from the cups. When are we removing our decorations from our app? Yeah. No, that's not true. So great travel apps. Great travel apps. You've got to get on an airplane. Lets keep it Non-denominational. Great travel apps. Great travel apps. But what we're going to do is we're going to incorporate a little bit of that idea. So for ages, and I'm not gonna put the whole for ages kind of like word, but we'll have like a little graphic below all of the things that have either date ranges or can just have age group, like four, nine, cause you're going to aggregate them. Like you were saying, this is the mix. So for nine, and let's say 12. I'm making that up. I don't know what they are, but you can have a whole thing. And it's not just from four to nine. Those are the ages. Let's just say that's what it is. Great travel apps. What else would the playlist have? What other components of the playlist? So if you have, If you have the app on there, we can tell you things about the app that may be of interest. It would be like reading-- But we have the apps themselves. We have the apps in there. Other list of apps. Okay. Got it. And it will have the icon of the app. And what else will it have? You have a quality rating on it? Stars, access to reviews It will have a title and probably a, you know So app name, basically. Typed summary of what it is. What else? Brief description, image Or reading Description, yeah. What's the rating system? Five stars, six stars, two stars. Five stars. So rating. What else? And the age. Yup, and the age sets. Or that the youngest age, so it's just one. Is it just one? Mm hm Cool, then I'll repeat that. And you can get more fidelity or you can do this. It depends on how fast you're sketching. So how many do we want? Like I said, infinite scroll or yeah I mean maybe, or is there something else at the bottom? Is there a bar at the bottom of the app? Probably. I think it's a, for it to be a shareable thing. It's not infinite. I think it's a top ten-- It needs a thing at the bottom. Or top whatever. And it just needs a limited number. Yeah, I agree. That it's best to the best. But it'll have multiple. I mean, well, we'll kind of... Would it say the source then so it would be the name of Finns friend-- The publisher or the person who shared it? Is it who shared it or who created it? Or, this the list. Huh, good idea. Because those aren't, Good point. Aren't Smart Feeds top 10. Those are, The other friend. May I answer your question there right. That's a good one, that's a good one. It could be your friends, it could be, So maybe it has, I could be one they found anywhere. Maybe it has like a little bit of... Well, you know what? To make it even more social. It could be kind of like, you know how on Tinder you have all the friends that you might share with the person. We're not as familiar with Tinder. I don't know about that. I'm unaware of Tinder. Just an example of an application. You know, the people you share on Facebook. (laughing) It's a dating app people. A very popular one. They just went public this week. Or match.com match group or next week. All right. So you know who, whom-- Shared it with you? Who's sharing that app in your network. Cool. Okay, so... And then down here we can have the sharing aspect. Actually we'll make that central. We'll have the sharing. What other kind of things will we have down there? I mean, I think for this second, that's not too bad. Where's the, where's the thing? Where do they sign up there? That's what I was going say. Where do they what? Do they sign up? Do we... That already happened? So I'm actually skipping. So the, the setup profile, this is after she set up the profile, this is here. So one thing you could do, But she can see the list before she sets up her profile, right? Right, good point in a browser. The make this my own, should that be part of this? Or just on her app. Got it. So this is now in the app and what we were going to do up here, the reason I left this up here is for her to fill out, it's going to be the prompt for the profile. Okay. So like that, so we want her to continue doing the profile and doing those kinds of aspects to it. So okay, so that's a good point. So what I can do and what you guys can do also too, it's give these steps. So one friend shared, make it my own. She already did that. Three download app. Three title return to app sees title playlists. I need to be more explicit on that four. So, that way now you know that it's tying to that. Now, you can go back and you can make screens for all of these if you wanted to in the sequence. Its a lot. You don't have to necessarily, you can have it in this form and whatever you need to get agreement on is what you actually focus on. So right now I want to focus on what the app might look like or what that might do. So this is titled playlists, list of apps. Who is it for? Let's talk about like what we need her to do, which is to fill out her profile. What is she going to do relative to profile? I think age was what came up. To assign the age of her kids on this one. Is that it, or to fill out your kids, what do you want to do? We need your kids. So we could, What do we need first We could infer that, you know, your family name and what do you let you know, like media like this so, Okay, so the, like the, the like, and not like, so that's the thumb up. I don't know if thumb of heart or that's a worst thumbs up and thumbs down sketch ever, but that tells you that you don't have to be that great. So you're saying, Well, I'm wondering, because if I got this and I didn't have an account, I'd be able to say-- You're already signed up, Okay. You put in your name. So I have signed up. Yeah, you downloaded the app. All I've done is my name and email address. Right? Yes. So, so we don't have a profile yet. No. So this maybe came to me because I have a nine year old and this friend of mine had a nine year old. She said this to me. So Smart Feed might suggest you want to sign up your kid. You have a four, nine or 12 year old, and we checked nine-year-old. So it gives you a range already. I like it. So, so let's have Smart Feed, you know, I know this is so what if we gave Smart Feed? So here, I'm switching into thinking creatively based on the past experiences, and also based on research and based on what works well, sometimes these types of apps have like a guide for you or an avatar or... You're a parent, so you don't necessarily to be handheld or for it to be too cutesy, but it's prompting you obviously to do the next thing. So the question becomes, and I like your idea of having it be just select it. Like you choose out of a choice. So nine was the age range. So you're saying it gives you a little bit before and a little bit after. Well, I would say Smart Feed knows that this person shared apps that are good for four, nine, 12 year olds. Has no idea why she shared them with me. So Smart Feed could suggest, do you have a four year old, nine year old, 12 year old or, and select-- Or other, Or other, you know select. So this will be a profile wizard kind of, they will stay up at the top. I'll call it that for now. So this is the question is, tell us your kids age. Tell us your kid's age. I would expect that they Smart Feed would know I've got a kid for nine or 12, or either. Got it, I like that. The data's in there. So basically it's going to have little circles, four, nine, 12. And then what we can do is we can even have like, well, we'll have other, yeah, we'll have other, a range. Shared on Facebook, it's not specific to, or maybe it was shared specifically with Linslee. Good question. Well, friends sometimes have kids around the same age groups. Does that make sense? So the, the instance of whether it was shared to her, let's say that it was shared to her. So a friend shared a playlist for her. You know how people tag you sometimes on things. Right So, I mean, there's some nuance that send that, but what I'm going to assume, the question is, how does it get the data of what you're up to age ranges? Like if she's sharing it on Facebook from her app, let's assume that her friend is like phantom millennial mom too and she shared it from an app. So does that make sense? So she already, that already knows the age range of her kids and they're in the same set of yours. So this four, nine and 12 is going to come from the person who shared it. Okay. And if mine are different, I just adjust it. You just adjust it to either, yeah. So, but it's giving an automatic prompt. How old are your kids and what we're tryna, reduces all the friction on, sign up and you're just signing up. You don't have to fill out your profile. You don't have to do anything. Just the playlist, boom value already content. You're like, "Oh yeah, this is pretty good." So you're already using it and you're already engaging. Great. Once, yes. Two things about the depth, because we, this is a place where we argue about the prioritization and the content. And one of them is on differentiation relative to the competition. I look at one of the things that that Smart Feed would do so well is that it's not defensive. As a family media app. It's not intended to defend your home against an onslaught. It's intended to be a proactive, find great media that fits your kids. And there are some things in the data that could bring that across. The positive media aspects, it's another form of the rating, more content, more detailed it's inside of it. And then the second is the curation and that none neither of those facts comes across, but maybe there are pieces of data, like the values interests and what you have in the setup that would come across in that. And I wonder if there isn't, it gets crowded. Cause it kind of diminishes the number of pieces of media that would show up on the mobile screen. But it... I want to test whether or not it's worthwhile trying to introduce them. They're the hook that I think causes someone to think, this might be really worthwhile. This is differentiated relative to other stuff I've seen. So yeah, so you're talking about the width versus depth issue, which is some, then that's difficult sometimes to explain to people, let me answer that question or let me think about it real quick. And I've seen it. I mean, I've seen the, the wizard and how your log in and the values and how, how that happens. I mean, I, I don't have a right answer. I mean, I have opinions. I have what I've seen work in the past. You know, the challenge of, of adoption versus, you know, differentiation. So like how much of it is differentiated versus how much is it? Well, it's easy enough to adopt and I don't really care how much you start differentiating. If there could be a singular aspect within the macro system. And what I mean by that you have values. You have all these different things, all these options and possibilities as to what it is that you're using to differentiate from competitors, you know, and it could be more distilled and branded in a way. What's a really good example. I think the positive content is a differentiator. So basically a seal of approval, this is positive content. Is that what you're talking about? Yes, and that's the thing like it's positive psychology-- That's branded. Social, emotional learning content. Okay so, so why don't we call it? Why don't we, Smart Feed is smart and we smart content might be a better way to, instead of calling it positive content, that's not a qualitative judgment. I'm just thinking, I don't know what the answer is right here, but I think, I think what we, what we need is an icon or a symbol of-- We're thinking of the same. You can customize whatever you want parent, you might want positive media, you might want values, you might want interests. You might want academics. Somehow we need to communicate that you have the ability to customize here. And I don't know that showing them all the levers, they can potentially customize as possible in a smartphone, or if it's just the positive media. One is the one that they might want to pivot on that might not be their pivot point. They might want to pivot on my kid's really into these interests, help me get their conclusion. You're using pivot in what context? Filter, filter media. Filter, okay. So what's going to get them to... Yeah, so I don't know if it's like the first thing it's easy to answer is age. If there's another way to kind of immediately serve up or expose somehow what's important to you, you know, positive media for whatever the other. So let's just do this, let's assume that early on in the engagement cycle that there isn't going to be a lot of, you didn't go as deep as you might have gone in order to figure out values and all those other things. So, and I, and let's assume the other thing, millennial mom has ADD. She's not necessarily like gonna go into deep or too much. She's very media savvy and very, she's very forgiving with what media the kids watch anyway, though, the hook where she might actually be interested in it is like you're saying positive content or smart content. She wants her kid to be like, you know, yeah. You know, like cool and not cool. That's the wrong word. She cares for the level of development that her kid has, right? Positive role model. Positive role model. And academics. How about having something more like this button under a content that she likes. So say there's a video on app that she likes and is more like this and gives you a recommendation going back to recommendations and priorities. That's, that's a great idea. That's a great idea. They're talking about a differentiator factor as it relates to something that they can own that says this content is rated positive. So like for example, Kosher, that's somebody, a body of, you know, actually said, this is Kosher. And it has a meaning. Of course, in that case, God is approving it. So here we don't have that guy to like, or girl to do that job. So we need to come up with our proxy. So we need to have a proxy that's heavy. So and by heavy meaning that weigh something so, I don't know what that is. Well, it feels like the overarching, the sort of common trait is that they all allow the mom to customize for their child. Right? So no matter what they're customizing on, whether it's a topic or its interest or it's values, or it's positive media, they're trying to layer on customization. So if there's a way of giving them, I think that would resonate with even Finn. When she has time. Do you want to take five minutes and customize this? I'm going to answer the question this way. Here's what I'm going to do. I'm going to stop the whole conversation for a second because we're on a timer and I'm going to look at all my variables and that's going to give me the answer. Chris's question is really relative to how deep do you go on the app? How deep do you go in the product to get traction? And my answer to that is like, don't go too deep because it's not gonna matter in general. You need to see and figure out what is it that's going to resonate first. So here's the variables that I'm looking at from efficiency. So, revenue would have been good to have. So because that could be potentially a source of kind of revenue where we're charging or for some reason like kosher salt, you know, for the certification, I don't know, maybe, maybe not, that's a hypothesis. So Finn Avery, she Smart Feed mode. She grew up with tech self-learning playlist. Feed, frequent feed feedback, adaptation to age. So age has being reflected. That's actually something that we're doing, averaging tastes input from peers. So peers are important to her. We added the peers right here. This is the people that are actually doing that. Okay, so that's mapping to our priorities here, reporting pool push. Now I'm looking at David contexts entry point, interesting at the playbook idea smartphone app, he needs that mobile access, quick access. Simple, quick, simple, quick, simple, quick, share ideas, share media habits, cool. Where's my one that we did before, which represents Linsley, the manager mom. So I'm going to look at that one. So this is where I'm starting to triangulate and try to answer that question. Not on my opinion or on the team's general opinion, but on like, what do the customer profiles say? And can we validate that? Because ultimately that's the only objective measure that I have. I don't really have. I know what I believe and I can tell you that in a second, but, okay so for the manager mom, and we'll forego the agenda, this is where I'm throwing the agenda out the window because I need this data. Remember when at lunch we were talking about three, did you notice at two wasn't enough for me to triangulate? Like the actual, like, you know, decision, I need a third to break the tie. Cause otherwise I just have two opinions. One is, he wants easy and he's kinda like a dad, like a single dad so he doesn't really care much. So not a great barometer for what he's going to prioritize. Then the one that's the heaviest is the manager mom. She's the one that cares the most. And we have that user onstage. So you guys are going to advocate and I'll talk about it from a people point of view You guys are gonna advocate for deep David. Chris is going to be representative of David in his opinion, and I'm going to be the millennial mom. I'm going to be kind of like, you know, I don't really give me something colorful that I can understand that I'm being rude to millennial moms, but that's easy. So I don't, the values and the deeper stuff. And if you, to take it back to dating apps, since that's one, you know, match.com, obviously match.com or eHarmony or any of those, you're going to get a better match when you provide better information about yourself, Yes, it takes way too long. I don't even want to do the profiles. Okay. ADD, remember that? But that's a similar comparison. It's like the more you give us, the better you get. Yeah, and it hasn't, Yes yes, good argument, you should be a lawyer. I'm joking. Wait, are you a lawyer? No. Okay. Reporting, pull, push. Ah, okay. No, this is David. I'm still on David. Where's the manager mom. To the far right. I brought her, here she is, she's she's written out Easy to sign up better content options. Software kids will like quick way to learn new content, whether it matches her values okay. Control device and amount of time. Easy visual iterative onboarding. So we're kind of talking about that, recording viewing habits, easy to use repository for customized recommendations. Okay, okay so it's the values part. Okay, so that's the anchor point that I want to get onto. Okay. And then in awareness, but we don't have revenue. So we'll revenue with Tommy is like, what's our finance. What's our primary business model. Just think of adoption as your metric. Right? A little bit down the line, you know, what are the potentials? Are there partnerships. I'm looking, remember my ADD is super powerful. I see everything and I see over time. So if we began looking at a business model that potentially allows us to tie in, you know, so like, how are the back to the dating apps? You know, how are they monetizing? So they're adding things like time, you know, things like limiting them on a number of things that you can do before it that tells you, you can't do any more, you gotta subscribe. Adding features in app purchases for specific things, extension of the service or of the product. If I knew that better, I could decide a little bit more like, what are the mechanics? I wanna set up what my ideas are for monetization now as potential, I'll give you an example. The, Kosher equivalent of the values based rating could be in partnership with an organization like the Center for Childhood, whatever, whatever. And in the future it could be something that's a premium feature. I'm making that that up. So that's why I think the monetization, Is something as easy as the click through the, hey, do you want to buy it now? Yeah, exactly. It could be that it could be, it could be, it could be affiliate E-commerce, that's totally right. There's no, there's no right answer to this question by the way, guys, you want my designer opinion or like my, like what I've done in the past opinion that might actually work. There was a startup that said does gummy vitamins for kids its doing very well. And I didn't do much advice and I'm an advisor to them. But the one that I advised said, "You guys need something to anchor visually around it." And I looked at their identity, they had a little owl and I'm like, it's smart, It's an owl, It's cute. That's out of everything you've illustrated. That's actually one of the assets you have, you should make that you are like, boom. Like what represents who you are, which they did and it was already there. They just hadn't made it into their, their thing. And they chose that. Yeah, logo, avatar, mascot, whatever. I think it needs something like that. You know, Rotten Tomatoes, the name and the tomato has a little squishy tomato with a score in it. Like, what is that equivalent for us. Smart Feed is the little brain. So it might be a little brain, you know, I don't know, with a score in it. And the metric of values, you can do an algorithm that kind of the, what are the vertices? The value Interests, Interests. And academics Academics, Is there a fourth? That's fun that didn't come out. And that did come out in the brand attributes. And it came out at somebody wanted this to be fun. Yeah, a lot of times that kind of comes up in interests. Like people they're having fun with even the experience is fun or what do they have fun. What's a unique one you think for you that can give me four, three is not enough. The positive media metric, the positive. And what does that mean? Whose dictating what is positive? It's a ton of research on what makes it positive psychology. So it's SCL metrics. Okay, so value, interests. What was this one that I miss. Academics. Academics, so this is like, this is little owl or a little book smart though. What do you call it? Value. Values, isn't that like how much its worth. This is family values, This is family values. This is character. I can do a little Bible. (laughs) I'll do a little scale for now. I don't know what it is, just bear with me. Something interests. This one is like-- Hobbies, interests and sports. Yeah, okay. I'll do a beach ball. That makes no sense yet but... And then this one, you're saying this one's the brain. This is the positive psychology, right? We'll we'll do a brain with like a little plus. Okay, so now this is my metric, my system that I'm designing and will, I'm making this up, but we'll give it a score of one to 10 on each right? I don't know what the, your formulas are. Right now I'm just illustrating this for our audience. And obviously you can have like an aggregate score of one, two, three, four 40, I could add. So it's a 40 total metric. Again, this is all hypothetical. So it's a little brain with a 32 little brain with a 26. I basically just took Rotten Tomatoes and I made the system up. That's what I just did now. As an illustration of what the possibility is, now is that coming from all this? Where's that idea coming from? Well, it's coming from all this, it's coming from the conversation and it's coming from what people are saying, but it also comes from because I'm a user of stuff. You guys all use stuff. Who's used Rotten Tomatoes, raise your hand. Yeah, you all use Rotten Tomatoes. But the key thing that I'm trying to get to is that there's a me, there's something there that is you, and it's unique and it's usable and it can sell. And it's simple enough to understand. So the smart score, your that's smart, the smart score for great travel apps or for this app specifically, that name is a 32. If you click on that, it gives you this. I'm making that up. Is there a way to, to incent them to take the five minutes for each one of those over time by assigning , that they get zero points If they haven't customized it. So we're giving them generic interests. You mean the specific apps? You're giving them a score, that's blended across the four buckets. Right. If they haven't customized anything, they get zero. Well, the challenge is that you have to input these scores. So Metacritic, Rotten Tomatoes, all those things, and some of your competitors have you curators and people to do it. And then also aggregate votes. So Rotten Tomatoes scores from the critics and from the people that's slightly separate. (mumble) there is an incentive to get them to fill out a profile, to get a better score, to get a better personalized score. Oh, got it, so you want more personalized score to you. The Metacritics, the Metacritics review. We have the Metacritics review and we can write, and we can tell them what the review is or the rating is blended for that particular app. But you want them to participate. Well, we want it to matter to them. So let's say that their child is interested in horses and it's about Its relative basically. You want relative context to them. Got it. I define that as personalization personalization. Personalized. But customization is, is actually also it's an argument of what it's called but... I think it's an interesting problem that you've teed up because we've, you know, we started with, how did they find us? And she found us because she got a playlist shared. Yeah, we went way off the rails by the way. Which is, an important case for us to figure out because we want people to share playlist. And so once they find us on a playlists, we want them to then convert to a user. But you know, if the, the question that we're trying to solve is, is what? Yeah, and let's not solve it now. So the question you want to solve is how to incentivize let's actually for the sake of our audience, let's finish like this entire kind of thing by as almost like not necessarily a hundred percent, but you had a great idea, which is to buy the media based on, you know, the idea or like you have an eCommerce incentive, or an affiliate. We're just going to finish this whole thing. And so by could be so, so, so basically here you have the list of apps, list of shows, great picks. So the app purchase here, if you purchased the app, that might be an affiliate. It might be media content, meaning like a film or a video, affiliate content or affiliate, just affiliate as a revenue model. There could be, that's about it, I mean, I don't know what else we would have. The affiliate fee for buying the title, plus joining the service. Paying a premium for a premium version of Smart Feed. Yeah, join premium. I was thinking of joining Netflix for example. Oh yes, if the content or the app is subscription based, either way, it's an affiliate fee, no matter which way. So, but there could be a future joint, a premium version of Smart Feed. It could even be like Donate. You could make it into that model too. So you like us give us some cash. All right, there's tons of ways of testing of doing this. We don't have to necessarily go into it. So now how does she share? So she has a share button so she can like it dislike it. She can share it. She can she add it to her things. Build your network. What do you mean by that? Like find your friends because you can't share it If you only have one. How about login with Facebook? Yes, that's a great one too. Because she's millennial, You know, Finn is a millennial mom. She'll be comfortable doing that. She's already logged in, but that's a good one here between here and here that she's logging in with Facebook. That brings in a lot of her data already, which is actually great. So login with Facebook login with Facebook, And that gets lots of traction, correct? Login with Facebook is huge. Okay. Smart Feed. So share app, encourages her to share. So the advocate one, and we can go into more details on this one and the story you want to make the story as robust as possible. So where, in what instances that asking her to share, how is it asking her to share et cetera? What, what is it, what information is she able to do? Like for example, with, with what I was talking about on my phone, Flipboard, it actually lets you share it in Facebook. It lets you share it in a bunch of different ways, et cetera. Anyhow, so basically advocate. It's really how to get her to be a passionate advocate for the brand. More so than just sharing. This is like official like signing up for something. What would be options for that? Well, I think you have to solve more than one problem for her. So she got a playlist here. So she's going to have a lot of different media problems that ideally we'd solve in the smartphone app. She's heading out on date night and needs three movies right there to give to the babysitter. She's sending her kid to a sleep over and needs to know what's the media rules there. So I think the way that I would hope we would get advocates is by solving their problems well, so then there's, they're sharing us as a solution as well as sharing recommendations. So the he or she shares recommendations, sends playlists, sends out to, sends out to friends and babysitters. Advocate is more something like, When were talking about someone who like is an official like fan of the company or just somebody who posts on Facebook and says, "Oh my gosh, I love Smart Feed." Advocate is a little bit beyond, it's like a signed up program. It could be like a, like a referral program. After you've created ten playlist of people you've liked do you get a badge or? Yeah, badges. That's a good idea great. So they can be power users, power influencers or rise to the top curators of stuff for five-year-olds you know? Yeah. Definitely. She has a mommy blog maybe. And she, she has a badge on her mommy blog. She gets an affiliate. For whatever you see, we don't know our revenue model. So she gets affiliate. So can people follow her and like her? Yeah, people gonna follow, people follow and like her. That's great, It's a really good. Maybe after she creates her first playlist. She gets her first badge being like, Hey, thank you for doing that. Do five more playlists. You're gonna get the next badge to prompt her to do it, Incentives. To create a habit for her to do it. To create and to share them, share this out. I like it, that's a good one that's a great one. What else? So again, if I were to highlight some of the key things that we could sketch out for each of these screen, I would say app encourages her to share that something that we can sketch and keep in mind that this, this can be, this can be things that you point out and you annotate in your wire frames. It doesn't have to be every single point in the sequence. There's a lot of different. Once you have a base screen, you can do a lot of this scenario in it. And you can also use your story as your point of annotation. So the reason why I started numbering one, two, three, four, five, six is because you can then go in here. This is five and you can kind of point out in your sketches and your wire frames, the different points of contact in it. So six power users, she gets an affiliate incentives. The badging, for example, could be six. And I think something else we would love to be able to get to is to have our users reviewing the content. So not just choosing playlist, but actually telling us, was it a good movie or a bad movie. So her, for her to review it. So basically how would we want to do that? So that's basically, can I provide a review for that app? So that's in the screen that she clicks on it and she's now on the screen.

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PAULINA Chávez
 

Great example of how to work with the client in order to avoid infinite corrections during the design process.

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