COURSE: User Experience Strategy
for UX Designers, Digital Product Makers, and Startup Founders
This is a four-week course starting July 10, 2013 on Wednesday evenings from 7pm - 9pm. It will be held in a brand spanking new classroom at The Hub Los Angeles, which is located in the Arts District, Downtown Los Angeles (830 Traction Ave, 2nd Floor, Los Angeles, CA 90013)
$275.00 General Admission
$225.00 HubLA Members
Instructors: Jaime Levy (UX Strategist/College Professor) & Sarah Dzida (UX Designer)
User Experience Strategy is the informed alignment of an organization’s business objectives with the validated understanding of end user’s needs. By conducting UX Strategy techniques, you can help your entire team and/or client come to a shared understanding of their product vision. This course will also expose how online success can be achieved by focusing on customer discovery techniques and disruptive innovation that offers more value than existing market alternatives.
In this course, you will learn how to:
• conduct a Competitive Analysis on the online marketplace,
• perform Guerilla User Research for your MVP,
• scope a product’s feature set using a Feature Value Matrix,
• design for conversion and develop a Funnel Matrix for understanding customer acquisition.
You’ll also have access to the Google cloud-based spreadsheet templates so you can implement course techniques immediately into your daily practice.
Prerequisites: This is an intermediate-level course created for design professionals and students familiar with User Experience Design, Digital Strategy, and/or Lean Startup principles. If you are unfamiliar with Lean Startup principles, simply read or listen to “The Lean Startup” by Eric Ries to prep for class! To get the most out of this course, it is suggested that you bring a laptop or tablet device to each class to access the spreadsheet tools.
The syllabus is as follows:
Class 1 - July 10, 2013 @ 7pm
What Is UX Strategy and Why Is It Crucial?
In the first class, you learn the basic framework of UX strategy. The class calls out, clarifies and shows how a variety of definitions and related business approaches (i.e. Design Thinking, Lean UX, Discovery Phase, Blue Ocean Strategy, Lean Startup) affect how online/interactive products are created. Topics also include how to conduct a Competitive Analysis in order to determine your product’s real competitors.
Class 2 - July 17, 2013 @ 7pm
Gap Analysis, Value Innovation, and Product Definition
Too often, UX designers are handed an insane wishlist created by a startup founder or client who doesn’t understand the cost of development or what is truly essential to the product. In this class, you’ll learn how to take your survey of the current marketplace and identify opportunities for differentiation and innovating value. Topics include how to create a Feature Value Matrix by weighing business goals, user goals and design/dev costs in order to identiy your Minimum Viable Product (MVP) and future phase releases.
Class 3 - July 24, 2013 @ 7pm
Guerilla Market Research
Getting face to face with potential users is core to UX Strategy not only to validate a solution but to also gain insights on your customer segment. In this class, you’ll learn how to embark on customer discovery by conducting inexpensive solution-based Guerilla User Research. Topics include how to recruit and screen participants, how to script and conduct a solution interview with a prototype MVP, how to create some form of MVP testing, and how to analyze findings into pivots or tweaks for your product.
Class 4 - July 31, 2013 @ 7 PM
The Funnel Matrix and Conversion Design
The purpose of a Funnel Matrix is to represent each level of engagement a customer has while interacting with your online product. Because you’ve conducted user research, you can now think about how the Funnel Matrix can inform your customer acquisition strategy. Topics include how to define success based on quantitative metrics (and how to measure them), how to design wireframes for conversion and multi-variant testing, and how visual and written calls to action really matter!
Networking to follow after each class at the Angel City Brewery.
***All sales are non-refundable but they can be transferable.***