Unleashing the Power of User Experience (UX): Bridging the Gap between Marketers and Creators : UX Brief by Anurag pandey

CONTENT
• Difference between marketer and creator.
• Importance of both.
• Understanding creator through UX journey
• Importance and correct implementation of ux interview
• Sample workout for UX
• Ux research models including Fishbone explaination
• Norman Model of implementation
• Empathy mapping

COMPONENTS OF USER EXPERIENCE
( These plays a band role in creating of experience):-
1. Trust 2. Culture 3. Emotions, etc
In DESIGN Process, 1st
is understanding of Persona, collecting Demographic & Physiographic data
of users.

WHAT IS LATENT NEED?
• Every Users having their own Latent & Active Desires.
• Latent need is hidden need - issues and problems that
customers face but have not yet realized .
• Individual need don’t get changed, Its actually latent need of user
which starts rising.
• When hidden needs are addressed by product or service design,
customers are both surprised and delighted - leads to successful product, as these
products solve problems which customer face.

USER INTERVIEWS:-
A GREAT WAY TO EXTRACT INFORMATION FROM USERS
User Experience
understanding
Usability
understanding
ideation
Ethnographic or
Demographic Data

INTERVIEW TIPS
1. How do you Question?
Like :- How many times have you committed suicide?
: - Tell me about your experience in the criminal justice system?
2. Technique of Interviewing:-
Build a Rapport Skill, will happen after spending more time with user.
3. ObservationVs Interviewing :- 1st
Observe then Interview
4. Types of Question:-
* Intro * Follow-Up * Probing * Specifying * Direct & Indirect *
Structuring
* Silence * Interpreting
5. Talking with people :-
Talk with purpose to reveal out User’s bad & good experience
6. Recruiting Users:- Like “ As a thanks of token, we are like to give you……”

Inform about Consent Form
8. UX Backfire:- Keep in mind People are less forgiving. Don’t ask questions out of context.
Try to know out deep motivation of user for buying products.
9. Proper holding of Camera
10. Brief Question to be asked
11. Right Participant, Right Stimuli, Right Scenario
12. Physical Layout for carrying out Interview :- Shouldn’t be formal meeting setup, Should sit side by side.
13. Body Position :- Relaxed, not tensed, Friendly gesture
14. Eye Contact & Silence is beautiful
15. Taking Notes:- Show the users that you are listening to users.
16. Matching Energy level with User
17. Use words like:-
“Good, Hmmm, Cool, I see, How”. “Don’t use words like Why did you feel? “ Or “ OK”, etc.
18. Close Ended & Open Ended Question:-
Close Ended question Direct Question.
Like :- “What kind of TV it is?, How many before you bought?, Do you like LCD or LED?, etc.
Open Ended Question Indirect Question. Expecting of explanation.
Like:- “ How did you feel when you reach the store?, What motivated you to buy the TV?,

Unleashing the Power of User Experience (UX): Bridging the Gap between Marketers and Creators : UX Brief by Anurag pandey

KPI - About
Key Performance Indicators are also categorized as:
● Quantitative KPIs- that can be presented with number.
● Qualitative KPIs- that cannot be presented as a number.
● Leading Indicators- that can used to predict the outcome of a process. In simple, leading indicators Influence
future performance.
● Lagging Indicators- that show/present the success or failure post hoc. In simple, lagging indicators analyze
past performance.
● Process Indicators- that represent the process efficiency and productivity
Key performance indicators (KPIs) of a company should be SMART to achieve desired results for business success.
SMART KPIs means:
● S – Specific
● M – Measurable
● A – Attainable
● R – Relevant
● T – Time-bound

KPI - explain
Some of the important Manufacturing or PQCDSM or Functional KPIs are as follows:
PRODUCTIVITY KPIs
Focus: Productivity key performance indicators focuses on process efficiency improvement.
● Production Plan Adherence
● OEE (Overall Equipment Efficiency)
● Capacity Utilization
● SMED ( Single Minute exchange of dies )- SMED
performance is measured in total no. of setups in various
time slots.
QUALITY KPIs
Focus: Product and process quality improvement, rejection and customer complaints reduction.
● In-house Rejection/Scrap (unit of measurement in %age or
PPM)
● In-house Rework (unit of measurement in %age or PPM)
● Customer Returns (unit of measurement in %age or PPM)
● Customer Complaints (unit of measurement in numbers)
● Cost of Poor Quality (unit of measurement in %age, and value)
● Vendor / Supplier rejection (unit of measurement in % or
PPM)
● Warranty Return (unit of measurement in % or PPM)
● Straight Pass final quality gate (unit of measurement in % )
KPI for Sales | Marketing
● Customer Schedule vs Actual
● Customer Satisfaction Index (CSI)
● Customer Rating
● Customer Retention
● Sales Growth Rate
Financial Key Performance Indicators
● EBITDA
● Net Profit
● Gross Profit
● Profit Margin
● Revenues Growth
● Revenue Per Client (RPC)

KPI - explain-2
COST Key Performance Indicators
Focus: Process improvement cost reduction.
● Tooling cost
● Raw Material cost
● Consumable cost
● Energy/Electricity cost
● Fuel cost
● Labor cost
● Machine Breakdown cost
DELIVERY Key Performance Indicators
Focus: Reduction in delivery time, delivery of right quantity at right time.
● Customer Schedule Adherence
● On Time Delivery- adherence to customer’s delivery
commitments.
● Supplier/Vendor delivery performance monitoring.
SAFETY Key Performance Indicators
Focus: Reduction in human injury or accidents and better safety at workplace.
● Accident severity- major or minor
● Accident frequency or reported
MORALE KPIs | HR Key Performance Indicators
Focus: To increase employees morale and competence level.
● Total Employee Involvement (TEI) – Encourage involvement
of the employees through Suggestion schemes (e.g.
suggestion /employee, Suggestion/month).
● Enhance Competence & Skill of employees (e.g. Training
plan adherence, Training hours/ employee, Training
effectiveness)
● Employee Absenteeism
● Employee Attrition Rate
Some other Functional or Departmental KPIs are:
STORE Key Performance Indicators
● Inventory Turnover Ratio (ITR)
● Red Inventory ( Direct / Indirect )
● Gray Inventory ( Direct / Indirect)
● Green Inventory ( Direct / Indirect)
MAINTENANCE Key Performance Indicators
● PM Plan adherence
● Mean Time To Repair (MTTR)
● Mean Time Between Failure (MTBF)
● Breakdowns Hours

7 Tools of quality | Brief Explanation
The 7 tools of quality are generally used by quality control and quality assurance engineers to solve
product or process-related quality issues on a daily/weekly/monthly basis and to reduce/eliminate
non-value-added activities like product rework, repair, and rejection.
The list of 7 QC tools are:
1. Check Sheet
2. Fishbone Diagram
3. Histogram
4. Pareto Chart
5. Scatter Diagram
6. Stratiﬁcation Diagram
7. Process Flowchart

1. Check Sheet
The check sheet is used for collecting, recording, and analyzing the data. Data collection is an
important activity in the problem-solving process as it provides a basis for further action. Data may
be numerical, observations and opinions, etc.
PROCEDURE TO USE
Bring clarity of understanding in
the events or conditions under
study.
Decide responsibility, duration
and sources for Data collection.
Checksheet form is to be simple
to use, easy to understand and
complete in all respects for
accurate data collection.

2. Fish Bone Diagram
Fishbone diagram is also called as Cause and Effect diagram and Ishikawa diagram. It helps to Identify
all possible potential causes and select the real/best potential cause which contributes to the
problem/effect.The brainstorming technique is used for potential cause identification.
Why use the Ishikawa
Diagram?
● Helps to determine the Root
Cause of a Problem.
● To identify the Key Inputs
variables – Primary,
Secondary and Tertiary
causes.
● Helps in identifying the
possible cause for variation
present in a process.
● Increases knowledge of a
process and its factors.
● Helps to identify areas for
data collection.

3. Histogram
A Histogram is a pictorial representation of a set of data, and the most commonly used bar graph for showing frequency distributions of data/values. Histogram
frequency distribution chart is widely used in Six Sigma problem solving process. – Useful to understand the spread or variations, location, and shape of the data.
– To know whether a process is stable and predictable. – To know whether the process produces within specification. – Process monitoring and centering.
HOW TO DRAW A HISTOGRAM
Steps for constructing a frequency distribution bar graph are
as follows:
1. Count number of data points[n] from data sheet.
2. Compute the range of data[R].
3. Determine the number of classes/interval or class
size[K].
4. Compute class/interval width[H] using formula [ H =
R/K ]
5. Determine the starting points of intervals.
6. Prepare Tally/Check sheet by summarize data on it.
7. Count number of parts in each intervals i.e. Number of
frequencies within a particular class.
8. Now plot the graph. Place frequencies on vertical axis,
and
class intervals on horizontal axis.
9. Interpret the histogram by seeing the shape
distribution.

4. Pareto chart
The Pareto chart helps to Narrow the problem area or prioritize the significant problems for
corrective measures.The pareto principle is based on the 80-20 rule. It means that 80 percent of the
problems/failures are caused by 20 percent of the few major causes/factors which are often referred
to asVital Few.
How to make a “Pareto Chart” ?
Step 1: Record the data – Refer Check Sheet.
Step 2: Order the data.
Step 3: Label the vertical axis.
Step 4: Label the Horizontal axis.
Step 5: Plot the Bars.
Step 6: Add up the counts.
Step 7: Add a cumulative line.
Step 8: Add title and Legends.
Step 9: Analyze the Chart.
Step 10: Interpret the results.
Benefits of Pareto Diagram or Pareto Analysis
Identifies ‘Major Few’ problems for necessary measures.
Improves team performance & effectiveness.
Helps to analyse Wei

5. Stratiﬁcation Diagram
Stratification is a technique or method that can be defined in many ways:
A technique used to analyze and divide a universe of data into homogeneous groups called -Strata.
It involves observing data, splitting them into distinct classes or categories to see a different process for better
analysis.
A technique used to analyze and divide a universe of data
into homogeneous groups called -Strata.
It involves observing data, splitting them into distinct classes
or categories to see a different process for better analysis.
In Stratification, data recording/observation carried out from
multiple sources like shifts, machines, days, people, etc.
In other words, it is a method to divide the data into
sub-categories and obtain meaningful information to solve a
quality problem.
A statistical technique or system of formation of layers or
classes or categories to analyze the problem.
Example: Machine wise Stratification.
Rejection data collected from three different machines and
date wise trend chart plotted. From the chart, we can see
that machine-3 is contributing to high defects/rejection as
compare to machine-1. Therefore, the main focus
area/source is a machine no. 3 for necessary measures to
reduce process variation and rejection level.

6. Process Flow Diagram
A Process Flow Chart (PFC) is a diagram of the separate steps of a operations/process in sequential
order. PFC is also known as process flow diagram (PFD), and Process Map.
A high-level process flow chart provides a
high-level picture/view (macro view of activity) of a
process that generally having 6~10 main
phases/steps. The major blocks of action/activity of
a process are depicted in these process
flowcharts. These charts are particularly useful in
the early stages of a project and helps in the
identification of improvement priorities.
Detailed Process Flow Chart
A detailed process flow chart depicts a process in
detail (micro view of activity) usually greater than
15 phases/steps. Process flow charts of these kind
are useful for identifying complexity, excessive
steps, and other issues in a process and should be
utilized when standardizing or modifying the
existing process.

6. Process Flow Symbols for process flow chart
The common symbols used for making
process flow chart in manufacturing industries are shown below.
Process:
● Start or End : An elongated circle represents the
start or end of a process.
● Step/Flow-line: Represents direction of
flow/process from one step to another.
● Process/Operation: Rectangle/square box shows
instructions/actions/activity.
● Decision: Diamond box represents decision on
particular activity.
● Storage: Represents storage of material/parts.
● Delay/Wait: Represents delay in
operation/process/activity.
● Document: Represents supportive documents
required.
● Start or End: Alternate of elongated circle that also
used to represents the start or end of a process
Process flow Diagram | Key points:
● Process flow diagram (PFD) reflect the complete
process from receiving to shipping of product.
● Identify outsourced operations on the flow
diagram.
● Identify stations where special characteristics are
verified.
● Include sequence numbers and required
manufacturing/inspection stations.
● Include identification of unique and/or dedicated
process equipment.
● Include rework/repair operations, including
re-inspection of the product.

Normon’s model of Emotional Design:-
Don Normon gave 3 levels of good design, which creates Experience:-
1. VISCERAL LEVEL :-
It’s a subconscious level of reaction to certain experiences.
Its immediate & often beyond our control.
Example:-
1. If you visit a local landfill before you’ve even arrived you’ll be pretty
aware aware about its bad smell and the rodent population may cause you a
certain certain amount of distress.
•
• 2. The baby’s look evokes a sense of trust and love.
Looking at a defenseless child’s face,
you forget about how demanding they
are and submit whole heartedly.
By looking Babies face
in website gives a visceral effect of Trust & Love.

2. BEHAVIOURAL LEVEL:-
• Middle Level of Processing.
• How does the product feel when we play with it? Do we still like the way it looks? How easy is the product to use?
Do we feel like sharing the product with our friends and family?
•However, to get to behavioral design we have to pass through the visceral design test first.
•Its tells how its is ?, How usable its is?, etc rather.
3. REFLECTIVE LEVEL:-
•The experience of association and familiarity which is an experience beyond Initial Experience of using
Product.
•Little part of brain where we have no control over it.
•Example:- An expensive Chronograph watch with lots of dial, its
Complicated to check time as compared to Digital watch, which
give quick information of time, but still we have a urge of
expensive watch with lots of dial.

Few RESOURCES
• APP Making : https://bubble.io/page?name=index&id=demo-app-15302&tab=tabs-2
• Learn more:
https://www.lynda.com/User-Experience-tutorials/Welcome/546777/611871-4.html

Thank you
- Anurag Pandey
Ux consulting: www.topmate.io/ianurag
Connect Linkedin: http://linkedin.com/in/ianuragpandey/

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