Menu
Sector
  • Hospitality
Client
My role
  • Product Design, UX Strategy
Project time
  • 6 months

The problem space: Energy Industry

The hospitality industry is evolving with increasing demand for convenience and personalization. Travelers seek faster, customized services across airports, hotels, and restaurants, but current systems often fall short with long wait times and lack of personalization.

Omni-channel kiosk systems, like the one designed for True Omni, can address these issues by integrating check-in, food ordering, room service, and activity discovery into one seamless experience. Ensuring accessibility and personalization, along with continuous user testing, can enhance the guest experience. By leveraging technology and human-centered design, the industry can offer more efficient, inclusive, and tailored services.

Project Preface

 

The Omni-Channel Kiosk System project was designed to enhance customer experiences across hospitality, airports, and restaurant sectors. The system enables seamless hotel check-ins/outs, food ordering, local activity discovery, room service ordering, and key generation. Additionally, I designed a mobile version to offer a unified experience, ensuring customers could use the system across multiple devices without disruption.

This project, lasting five months, was executed in collaboration with ATOM and True Omni, focusing on delivering a solution that meets ADA compliance and adheres to WCAG principles. Throughout the project, I led the design from research through implementation, working closely with development teams to address challenges, especially related to color accessibility, and ensuring a user-friendly, inclusive design.

Understanding the Problem:

To kick off the Omni-Channel Kiosk System project, I conducted a series of contextual interviews with key stakeholders from True Omni, including hotel managers, restaurant staff, airport customer service representatives, and frequent travelers. These interviews helped me understand the primary users’ workflows, pain points, and expectations for seamless interactions with hotel, restaurant, and airport services.

The goal of the project was to design a kiosk and mobile platform that would streamline check-ins, food ordering, room service requests, and local activity discovery, all while ensuring a personalized, efficient, and inclusive experience for diverse guests, including those with accessibility needs.

User Research: The first step in this project involved conducting in-depth research through user interviews, surveys, and site visits to understand the needs of omni-channel customers interacting with various environments (hotels, restaurants, airports). We identified key pain points, such as long check-in lines, lack of food ordering flexibility, and difficulty discovering local activities. These insights informed our design direction, ensuring the system would be intuitive and easy to use, regardless of the setting.

Competitive Analysis: I also analyzed existing systems within the hospitality, restaurant, and airport industries to identify common features and gaps. This analysis highlighted areas where True Omni’s kiosk system could differentiate itself, such as real-time activity recommendations and multi-functional capabilities across different sectors.

Personas & Journey Mapping: I created four distinct personas based on the user research. Each persona represented a unique set of needs, motivations, and pain points, helping to prioritize features and streamline the user experience. Here’s a sample of one of the personas:

Tools Used:

  • Zoom for remote interviews with stakeholders and travelers.
  • Miro for collaborative journey mapping and note-taking during team discussions.
  • Dovetail for qualitative research analysis, tagging pain points, and extracting key insights from interviews.
  • Google Sheets to track interview insights, develop user personas, and organize features based on user needs.

The full scope of this project is under NDA

The case study overviews my impact, contributions, and learnings as a designer. For additional information on
the project please contact me directly
Contact Me

Who are we building for?

User Research: The first step in this project involved conducting in-depth research through user interviews, surveys, and site visits to understand the needs of omni-channel customers interacting with various environments (hotels, restaurants, airports). We identified key pain points, such as long check-in lines, lack of food ordering flexibility, and difficulty discovering local activities. These insights informed our design direction, ensuring the system would be intuitive and easy to use, regardless of the setting.

Competitive Analysis: I also analyzed existing systems within the hospitality, restaurant, and airport industries to identify common features and gaps. This analysis highlighted areas where True Omni’s kiosk system could differentiate itself, such as real-time activity recommendations and multi-functional capabilities across different sectors.

Personas & Journey Mapping: I created four distinct personas based on the user research. Each persona represented a unique set of needs, motivations, and pain points, helping to prioritize features and streamline the user experience. Here’s a sample of one of the personas:

Business Traveler

Who I Am:
I’m a frequent business traveler who spends a significant amount of time in airports. I travel across different cities regularly for work and prefer to avoid long lines or delays. Efficiency and ease of use are essential for my airport experiences.

My Goals:

  • Check-in for flights quickly and smoothly at the airport.
  • Order food and drinks while waiting at the gate.
  • Stay updated on flight status, gate changes, and delays.
  • Find activities or relax in airport lounges, without stress.

What I’m Thinking:

  • “How can I check into my flight and move on without waiting in line?”
  • “Can I order food and drinks quickly, so I don’t waste time in airport lines?”
  • “Is there any way to get real-time updates on my flight or gate changes?”
  • “Where can I find a comfortable place to wait or relax before my flight?”

My Pain Points:

  • Frustration with long lines at check-in or for food orders.
  • Difficulty finding real-time flight updates in crowded areas.
  • Lack of accessible, comfortable areas to relax in the airport.

Areas of Opportunity:

  • Streamlined flight check-in kiosks that integrate with airline systems.
  • Fast food ordering options, including quick-service meals and beverages.
  • Real-time notifications for flight status and gate changes.
  • Comfortable and accessible lounges for relaxation while waiting.

Solo Traveler

Who I Am:
I’m a frequent solo traveler for work, often attending conferences or meetings in different cities. I stay in hotels and use airports regularly. My focus is on efficiency, as I need to be productive while traveling and manage my schedule without delays.

My Goals:

  • Efficiently check into my hotel without wasting time.
  • Order food for a quick, satisfying meal without interrupting my work schedule.
  • Quickly find nearby places to eat or relax during my free time.
  • Generate room keys or access hotel amenities without waiting in long lines.

What I’m Thinking:

  • “How can I check in fast and get to my room without any hassle?”
  • “I need a fast and simple way to order room service or food that fits my tight schedule.”
  • “Where can I find a quiet place nearby to work or unwind during my free time?”

My Pain Points:

  • Long wait times during check-in/check-out processes, affecting my work schedule.
  • Lack of fast, healthy food options that fit into a busy workday.
  • Difficulty finding places to relax or work outside of the hotel.

Areas of Opportunity:

  • A quick and seamless hotel check-in and room key generation process.
  • Simple, quick food ordering with healthier options.
  • Nearby activity suggestions, including quiet spaces or places for business networking.

Family Vacationer

Who I Am:
I’m a mother of two young children, traveling with my family for vacation. We typically stay at hotels for a few days and enjoy exploring new destinations. I value convenience and efficiency, as I need to balance managing my kids with keeping our travel schedule on track.

My Goals:

  • Quickly check into the hotel to get settled with minimal wait time.
  • Order meals and room service with ease, catering to my children’s preferences.
  • Find family-friendly local activities and events that fit into our schedule.
  • Avoid spending too much time in lines or waiting for service.

What I’m Thinking:

  • “How can I check in fast so we can start our vacation without delays?”
  • “Will there be any kid-friendly food options for my children at the hotel or nearby restaurants?”
  • “What are some fun activities for my family to do while we’re here?”
  • “How can I manage my room service orders without having to call or wait for too long?”

My Pain Points:

  • Limited time for family activities due to long check-ins or complicated room service ordering.
  • Frustration when food options are not easily tailored to children’s needs.
  • Difficulty finding quick, family-friendly recommendations for things to do locally.

Areas of Opportunity:

  • Quick and easy hotel check-in/out processes.
  • Customizable food orders with child-friendly options.
  • Instant recommendations for family activities based on our location and interests.

Frequent Traveler

Who I Am:
I’m a frequent business traveler who stays at various hotels and uses airports regularly. My time is limited, and I value efficiency and convenience when traveling. I often need quick access to my hotel room, local business services, and fast food options.

My Goals:

  • Efficiently check into hotels and access room services.
  • Minimize wait times at airports and restaurants.
  • Stay productive while traveling by accessing essential services (local activities, business centers).

What I’m Thinking:

  • “How can I check into my hotel quickly without waiting in line?”
  • “Can I easily order food without a lengthy wait?”
  • “How can I find business-oriented services or activities without wasting time?”

My Pain Points:

  • Time constraints at airports and hotels.
  • Lack of streamlined options for accessing hotel amenities and food.
  • Difficulty in finding business-relevant local activities.

Areas of Opportunity:

  • Streamlined hotel check-in/out process.
  • Fast food ordering and customizable services.
  • Local activity recommendations based on business needs.

Research & Discovery Phase:

Wireframes & Prototypes: I began the design phase by creating wireframes and low-fidelity prototypes for both the kiosk and mobile versions of the system. Key features included intuitive check-in/check-out processes, easy-to-navigate food menus, and quick access to room service and local activity options.

We made specific design adjustments to address the challenges related to color accessibility. Initially, the color choices were problematic as they didn’t meet the required contrast ratios for ADA compliance and WCAG principles. In response, I introduced new color schemes that adhered to accessibility standards. These changes not only improved contrast for visually impaired users but also enhanced the overall legibility and user experience for all customers.

User Testing: We conducted several rounds of usability testing with real users in mock hotel, restaurant, and airport environments. I led the testing sessions, gathering qualitative and quantitative data to refine the designs. Some key insights from testing included:

  • Challenge with Color Contrast: Users with visual impairments struggled with the initial color palette, particularly when viewing text over certain backgrounds. After implementing higher contrast colors, users reported an easier and more comfortable experience navigating the system.
  • Menu Navigation Issues: The food ordering interface was initially too cluttered, with users reporting confusion over selecting food items. In response, I simplified the interface by categorizing menu items and including intuitive icons, leading to faster selection times and fewer errors during testing.
  • Room Service Ordering: During testing, we discovered that users wanted quicker access to repeat orders and their previous selections. I added a “favorites” feature, allowing users to reorder past items with a single tap.

Testing & Findings

Business Traveler

Test Scenario:

The user is a business executive arriving at the hotel for a one-night stay. They need to quickly check in, order room service for dinner, and find a nearby quiet location to work or relax.

Test Tasks:

  1. Check-in using the kiosk or mobile app.
  2. Order a meal from the room service menu, selecting a healthy option.
  3. Look for nearby locations where they can work or relax.
  4. Generate a new room key if necessary.

Requirements:

  • Speed and efficiency for the check-in process.
  • A clear and easy-to-navigate room service menu with dietary options.
  • Business-centric activity recommendations for work-friendly spaces.
  • Seamless room key generation.

Pain Points:

  • Lack of personalized meal options (e.g., specific dietary needs like gluten-free or low-carb).
  • Activity recommendations were useful but not tailored enough to business travelers (e.g., no filters for co-working spaces).

Findings:

  • Check-In Process: The user successfully completed the check-in via the kiosk, appreciating its efficiency.
  • Room Service Ordering: The user easily navigated the menu and selected a healthy meal but desired more customization options for dietary preferences.
  • Activity Recommendations: The system provided helpful activity suggestions but lacked business-centric recommendations, such as co-working spaces or quiet areas for focused work.

Suggested Improvements:

  • Add a “Dietary Needs” filter for more meal customization.
  • Provide more tailored activity recommendations for business travelers, such as co-working spaces and quiet lounges.

Family Vacationer

Test Scenario:

The user is a parent traveling with children, checking into a hotel and looking for family-friendly services and activities.

Test Tasks:

  1. Check-in using the kiosk, ensuring they can easily input family details (e.g., number of children).
  2. Order room service with child-friendly meal options.
  3. Find family-friendly activities nearby.
  4. Generate a new room key for additional access to hotel amenities.

Requirements:

  • An easy-to-use check-in process with family-specific options (e.g., number of children and special needs).
  • Child-friendly room service menu with dietary options for kids (e.g., vegetarian, allergy-sensitive).
  • Family-oriented activity recommendations, including kid-friendly tours or local attractions.
  • Room key generation for additional access.

Pain Points:

  • The check-in process was good but lacked specific options for children’s needs (e.g., age-based preferences or allergy-related issues).
  • The child-friendly meal options were limited, with few customization options for specific dietary needs.
  • Family activity recommendations were helpful but could be more localized.

Findings:

  • Check-In Process: The user found it easy to input family details but requested an option to specify children’s needs (e.g., allergies).
  • Room Service Ordering: The system offered child-friendly options, but there were no detailed filters for specific dietary needs.
  • Activity Recommendations: While useful, the family activity suggestions could be improved with more kid-focused or localized events.

Suggested Improvements:

  • Enhance the check-in process to include child-specific requirements (e.g., allergy filters, age-based preferences).
  • Offer more dietary customization in room service for children.
  • Add more localized family activity recommendations, like kid-friendly tours or family discounts at nearby attractions.

Solo Traveler

Test Scenario:

The user is a solo business traveler checking into a hotel, ordering room service, and searching for activities to unwind after a busy day.

Test Tasks:

  1. Check-in quickly with minimal interaction.
  2. Order a quick meal or snack, focusing on healthy, time-efficient options.
  3. Look for recommendations for nearby lounges, cafés, or quiet spaces to relax or work.
  4. Generate a new room key if necessary.

Requirements:

  • Fast check-in process with minimal steps.
  • Room service that includes quick, healthy options for busy schedules.
  • Activity recommendations for quiet, work-friendly spaces.
  • Simplified room key generation.

Pain Points:

  • Room service options were good but lacked a quick way to reorder previous meals.
  • Activity recommendations were not fully tailored to the user’s work-related needs (e.g., quiet spaces for work).

Findings:

  • Check-In Process: The user was satisfied with the streamlined check-in process, which was fast and efficient.
  • Room Service Ordering: The user easily ordered a meal, but would have liked a “Reorder” feature to quickly select previous meals.
  • Activity Recommendations: The system suggested a local café, but the user wanted more options focused on quiet, work-friendly spaces, such as lounges or private areas for business travelers.

Suggested Improvements:

  • Add a “Reorder” button for faster meal selection based on previous orders.
  • Offer more focused recommendations for quiet, work-friendly environments like lounges or co-working spaces.

Frequent Traveler

Test Scenario:

The user is a frequent traveler at the airport, checking in for a flight, ordering food, and checking for flight updates.

Test Tasks:

  1. Check-in for a flight via the kiosk without waiting in line.
  2. Order food from the airport terminal’s restaurant or café.
  3. Get real-time updates about flight status and gate changes.
  4. Generate travel documents (boarding pass, baggage tags, etc.).

Requirements:

  • Quick check-in process to save time at the airport.
  • Ability to order food efficiently, with options for dietary preferences.
  • Real-time flight updates and the ability to set notifications for delays or gate changes.
  • Multi-document generation for travel documents.

Pain Points:

  • Food ordering lacked comprehensive dietary filters (e.g., vegetarian, kosher, gluten-free).
  • Flight status notifications were accurate but could be more prominently displayed for delays or gate changes.

Findings:

  • Check-In Process: The user was able to check in quickly without waiting in line, which was essential for time efficiency.
  • Food Ordering: The food ordering process was simple, but the user wanted a more robust dietary filtering system.
  • Flight Updates: The flight notifications were accurate but could be more noticeable, especially for delays or gate changes.

Suggested Improvements:

  • Add more advanced dietary filters for food ordering (e.g., vegetarian, kosher, gluten-free).
  • Improve the visibility of flight delay notifications and offer customizable alerts for gate changes.

Discovery & Research Phase (Sprints 1-6)

Sprint 1: Stakeholder Alignment & Initial Research Planning

Objective: Align with stakeholders and set up the research framework.

Activities:

  • I kick off the project with a meeting with stakeholders to clarify project goals, success criteria, and the project scope.
  • I define the research objectives, which include identifying key personas and understanding their pain points.
  • I create a research plan outlining the methods I’ll use (interviews, surveys, observations) and determine the participant criteria.
  • I set up the tools and software we’ll need, such as Zoom for interviews, Miro for collaboration, and Google Sheets to track insights.

Tools Used:

  • Zoom (remote interviews)
  • Miro (journey mapping, brainstorming)
  • Google Sheets (tracking and analysis)
Sprint 2: User Interviews & Contextual Inquiry

Objective: Conduct user interviews and contextual inquiries to gather qualitative data.

Activities:

  • I conduct both remote and in-situ user interviews with various stakeholders, including field technicians, operators, and managers.
  • I observe users in their work environments to better understand their workflows, pain points, and needs.
  • I document my observations and record interviews for later analysis.

Tools Used:

  • Zoom (remote interviews)
  • Miro (collaboration)
  • Dovetail (qualitative research analysis)
  • Google Sheets (user persona development)
Sprint 3: Persona Creation & Initial Analysis

Objective: Synthesize insights from user research to create personas and journey maps.

Activities:

  • I analyze the data from user interviews to identify patterns in behaviors, needs, and pain points.
  • Based on my analysis, I create personas like “Operator Olivia,” “Technician Tom,” and “Manager Rachel,” each representing a different type of user with distinct goals and frustrations.
  • I develop journey maps for each persona, highlighting pain points, touchpoints, and emotional states.
  • I share these findings with stakeholders to ensure we’re all aligned.

Tools Used:

  • Google Sheets (personas)
  • Miro (journey maps, collaboration)
Sprint 4: Competitive Analysis & Market Research

Objective: Understand the market landscape and competitive offerings.

Activities:

  • I conduct a competitive analysis to evaluate existing outage management tools (e.g., PowerGrid, GE Digital).
  • I identify strengths and weaknesses in competitors’ features, UI/UX design, and usability.
  • I perform a heuristic evaluation of competitors’ tools to pinpoint usability gaps and areas for differentiation.
  • I gather industry research to stay informed about the latest trends and best practices in outage management.

Tools Used:

  • Miro (competitive analysis)
  • Google Scholar, JSTOR (industry research)
  • Figma (UI comparisons)
Sprint 5: Insights Synthesis & Feature Prioritization

Objective: Synthesize research findings and prioritize features for design.

Activities:

  • I review the personas and journey maps to identify key pain points and features that need to be addressed.
  • I facilitate a feature prioritization workshop with stakeholders, using methods like MoSCoW and the Kano model to determine which features are critical.
  • I define high-priority features based on user needs and business goals.
  • I work with the team to align on the MVP (Minimum Viable Product) for the next phase of the project.

Tools Used:

  • Miro (collaboration, prioritization)
  • Google Sheets (feature tracking)
Sprint 6: Final Research Report & Stakeholder Alignment

Objective: Compile research findings into a final report and confirm alignment with stakeholders.

Activities:

  • I document all research findings, insights, and personas in a comprehensive report.
  • I create a presentation to share with stakeholders, summarizing the key findings and recommendations.
  • I finalize the design brief, ensuring everyone is on the same page regarding project goals, user needs, and design direction.
  • I confirm the project scope and timeline for the Design Phase.

Tools Used:

  • Miro (collaboration)
  • Google Docs (research report)

Design Phase (Sprint 7-18)

Sprint 7: Wireframing & Initial Prototyping

Objective: Begin creating low-fidelity wireframes and initial prototypes.

Activities:

  • I develop wireframes for key screens based on the prioritized features.
  • I create an initial prototype that includes core functionality, such as the check-in flow, room service ordering, and activity recommendations.
  • I conduct internal design reviews to gather early feedback and refine the design.
  • I start to define the visual style and layout direction for the system.

Tools Used:

  • Figma (wireframing, prototyping)
  • Miro (collaboration)
Sprint 8: User Testing on Wireframes

Objective: Test initial wireframes and refine user flows.

Activities:

  • I conduct usability tests with users from each persona to validate the wireframes.
  • I collect feedback on navigation, clarity, and overall flow of the design.
  • I analyze the feedback and make necessary adjustments to the wireframes to improve usability.
  • I start iterating on visual design based on what I learn from users.

Tools Used:

  • Figma (prototype testing)
  • Miro (feedback mapping)
  • Dovetail (analysis)
Sprint 9: High-Fidelity Prototyping

Objective: Create high-fidelity prototypes with a focus on usability.

Activities:

  • I develop high-fidelity prototypes that incorporate branding, visual design elements, and interactions.
  • I focus on key screens like check-in, room service ordering, and activity recommendations.
  • I conduct internal design reviews to ensure consistency and gather feedback for refinement.
  • I prepare for user testing with high-fidelity prototypes.

Tools Used:

  • Figma (high-fidelity prototyping)
Sprint 10: User Testing on High-Fidelity Prototypes

Objective: Conduct usability testing on high-fidelity prototypes.

Activities:

  • I run user tests with real users, especially those from each persona, to ensure the high-fidelity prototype meets their needs.
  • I observe users interacting with the system, gather feedback on design, navigation, and the overall user experience.
  • I analyze the feedback to identify usability issues and areas for improvement.
  • I iterate on the design to resolve any issues identified during testing.

Tools Used:

  • Figma (prototypes)
  • Dovetail (feedback analysis)
Sprint 11: Refine Visual Design & Interaction Design

Objective: Refine the visual design and interaction flows.

Activities:

  • I refine the visual design, focusing on color schemes, typography, and iconography.
  • I ensure that the interaction design is intuitive and aligned with user expectations.
  • I conduct another round of internal reviews and feedback sessions to finalize the design.
  • I develop a design system to ensure consistency throughout the product.

Tools Used:

  • Figma (visual design, design system)
  • Miro (collaboration)
Sprint 12: Final Prototype & Stakeholder Review

Objective: Prepare the final prototype for stakeholder review and approval.

Activities:

  • I finalize the prototype with all necessary interactions, visual elements, and flows.
  • I present the final design to stakeholders for approval.
  • I address any remaining feedback or concerns from stakeholders.
  • I document the design rationale and decisions for handoff to the development team.

Tools Used:

  • Figma (final prototype)
  • Miro (collaboration, feedback)
Sprint 13: Development Handoff Preparation

Objective: Prepare for development handoff.

Activities:

  • I document all design specifications, user flows, and interaction guidelines.
  • I create a design handoff package that includes assets, animations, and style guides.
  • I conduct a handoff meeting with the development team to ensure they understand the design intent and requirements.
  • I coordinate with developers to clarify any technical constraints or concerns.

Tools Used:

  • Figma (handoff)
  • Miro (collaboration)
Sprint 14-15: Collaboration with Development Team

Objective: Ensure smooth collaboration during development.

Activities:

  • I work closely with the development team to address any design implementation issues.
  • I provide feedback on any design discrepancies or user experience concerns during the development process.
  • I continuously review the build and suggest adjustments to keep the product aligned with user needs.
  • I update the design as needed based on technical constraints or feedback.

Tools Used:

  • Figma (design updates)
  • Slack (communication)
Sprint 16-18: User Testing on Final Build

Objective: Conduct final user testing and ensure the product is ready for launch.

Activities:

  • I test the final product with real users to ensure the design is intuitive and meets their needs.
  • I validate key features, such as check-in, room service ordering, and activity recommendations.
  • I collect final feedback and make any necessary adjustments before the official release.
  • I prepare final documentation and launch strategy.

Tools Used:

  • Figma (prototypes, testing)
  • Dovetail (feedback analysis)
Work In Progress...

The full scope of this project is under NDA

The case study overviews my impact, contributions, and learnings as a designer. For additional information on
the project please contact me directly
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Field studies

Definition

Observing users in their natural environment to understand real-life interactions with a product or service.

When to Use

Conduct field studies to observe users in their real environment to capture authentic behaviors.

How to Perform

1. Define goals and decide on the context to study.
2. Prepare observation guidelines.
3. Observe and take notes without interrupting.
4. Analyze data for insights.

Template Sources

Nielsen Norman Group and UX Design Institute provide downloadable field study templates.
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Customer feedback

Definition

Collecting feedback directly from users about their experience with your product.

When to Use

Use customer feedback to understand user satisfaction and identify areas needing improvement.

How to Perform

1. Use surveys, reviews, or customer service channels to gather feedback.
2. Analyze feedback for recurring themes.
3. Make design adjustments based on user suggestions.

Template Sources

Intercom, Qualtrics, and Zendesk can help collect customer feedback.
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Desirability studies

Definition

Testing that focuses on the emotional appeal of a design to determine how desirable users find it.

When to Use

Use desirability studies to ensure your design evokes the desired emotional response.

How to Perform

1. Present users with the design.
2. Ask for feedback on aesthetics, appeal, and preferences.
3. Use results to improve the design’s emotional resonance.

Template Sources

Tools like UsabilityHub and Qualtrics can be used for desirability studies.
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Session recording

Definition

Recording user sessions to observe behaviors and understand where they encounter issues.

When to Use

Use session recordings to gather qualitative insights on user interactions.

How to Perform

1. Use software to record interactions on the screen.
2. Review recordings for insights on usability issues.
3. Use findings to improve problem areas in the design.

Template Sources

Hotjar, FullStory, and Smartlook offer session recording tools.
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Analytics reviews

Definition

Analyzing website or app analytics data to understand user behavior and make informed design decisions.

When to Use

Use analytics reviews for data-driven insights into user behavior.

How to Perform

1. Review metrics (e.g., bounce rate, time on page).
2. Identify trends and areas needing improvement.
3. Apply insights to refine design or content.

Template Sources

Google Analytics, Mixpanel, and Heap Analytics provide robust tracking and analysis tools.
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Click tracking

Definition

Recording where users click within a webpage or app to see which elements attract attention.

When to Use

Use click tracking to identify popular and underutilized areas in your interface.

How to Perform

1. Install click-tracking software.
2. Collect data on click patterns and frequency.
3. Use insights to improve layout and interaction design.

Template Sources

Crazy Egg, Hotjar, and FullStory offer click-tracking features.
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Eye tracking

Definition

A technique that measures where users look on a screen to understand attention and visual focus.

When to Use

Use eye tracking to optimize layouts and visual hierarchy.

How to Perform

1. Use eye-tracking software or hardware to track users’ gaze.
2. Analyze heatmaps to see where users focus most.
3. Make design changes to emphasize key areas.

Template Sources

Tobii, Lookback, and Gaze Recorder support eye-tracking tests.
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A/B testing

Definition

A method that compares two versions of a design to see which performs better.

When to Use

Use A/B testing to test small changes and choose the most effective design option.

How to Perform

1. Create two versions of a design element (A and B).
2. Randomly assign users to each version.
3. Measure performance metrics (e.g., clicks, conversions) to determine the winner.

Template Sources

Optimizely, Google Optimize, and Adobe Target provide A/B testing tools.
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Surveys

Definition

A set of questions sent to users to gather quantitative and qualitative data about their experience and preferences.

When to Use

Use surveys to gather feedback from a larger audience about user needs, preferences, or pain points.

How to Perform

1. Draft concise, clear questions aligned with your goals.
2. Distribute the survey to target users.
3. Analyze responses for trends and actionable insights.

Template Sources

Google Forms, Typeform, and SurveyMonkey offer survey templates.
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Usability Benchmarking

Definition

Setting measurable usability standards to compare a product’s performance over time or against similar products.

When to Use

Use usability benchmarking to evaluate progress in improving user experience.

How to Perform

1. Define metrics (e.g., task completion rate, time on task).
2. Conduct initial tests to set baseline data.
3. Use benchmarks to track improvements over time or against competitors.

Template Sources

Tools like Google Analytics, Crazy Egg, and Hotjar can assist in gathering benchmarking data.
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Cognitive walkthrough

Definition

A usability evaluation where designers or experts walk through tasks to anticipate potential user challenges and errors.

When to Use

Use cognitive walkthroughs early in the design process to identify usability issues before user testing.

How to Perform

1. Define tasks from a new user’s perspective.
2. Step through each task, considering how easily a user could understand it.
3. Identify areas of confusion or obstacles and note suggestions for improvement.

Template Sources

UX tools like Lucidchart and Figma can help structure task flows for cognitive walkthroughs.
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Unmoderated testing

Definition

Testing without a facilitator, where users complete tasks independently.

When to Use

Use unmoderated testing to reach a larger audience remotely.

How to Perform

1. Set up tasks and questions for users.
2. Let users complete tasks without guidance.
3. Analyze data to improve UX.

Template Sources

Maze, UserZoom, and UserTesting support unmoderated testing.
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Participatory design

Definition

Involving users directly in the design process.

When to Use

Use participatory design for user-centered solutions.

How to Perform

1. Include users in brainstorming or prototyping.
2. Gather ideas and feedback firsthand.
3. Refine design based on user input.

Template Sources

Miro and Figma for collaborative workshops.
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Heuristic evaluation

Definition

An expert review of a product’s usability based on predefined heuristics.

When to Use

Use heuristic evaluations to identify usability issues in a structured way.

How to Perform

1. Define heuristics (e.g., Nielsen’s 10 usability heuristics).
2. Evaluate the design for compliance.
3. Document issues for improvement.

Template Sources

Nielsen Norman Group provides guidelines on heuristics.
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Moderated testing

Definition

Testing with a facilitator present to guide users through tasks.

When to Use

Use moderated testing for in-depth feedback with direct user interaction.

How to Perform

1. Prepare tasks and questions.
2. Guide users and observe their interactions.
3. Collect detailed feedback for improvement.

Template Sources

Lookback, UserTesting, and Zoom for remote moderated sessions.
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Paper prototypes

Definition

Basic, low-fidelity sketches used to test concepts quickly.

When to Use

Use early in the design process for rapid testing and feedback.

How to Perform

1. Sketch screens on paper.
2. Have users “navigate” the paper prototype.
3. Note feedback and refine.

Template Sources

No software needed—only pen and paper.
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Guerilla testing

Definition

Quick, informal testing conducted in public spaces.

When to Use

Use guerilla testing for quick feedback with minimal setup.

How to Perform

1. Approach people and ask them to complete a task.
2. Observe and take notes on behavior.
3. Use feedback to make rapid adjustments.

Template Sources

Any prototype tool (Figma, Adobe XD) can be used for guerilla testing.
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5-Second test

Definition

A quick test to capture users’ first impressions of a design.

When to Use

Use early in design to ensure key messages are clear.

How to Perform

1. Show the design for 5 seconds.
2. Ask users what they remember or thought about it.
3. Use feedback to evaluate clarity.

Template Sources

UsabilityHub and Lookback have 5-second test features.
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First click test

Definition

A usability test to see where users click first when trying to complete a task.

When to Use

Use to evaluate the intuitiveness of the design's clickable elements.

How to Perform

1. Present users with a screen or layout.
2. Ask them to complete a task.
3. Track the first click to determine usability.

Template Sources

UsabilityHub and Maze support first click testing.
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Wizard of oz

Definition

A method where a human secretly simulates the product’s functionality to test it with users.

When to Use

Use for testing complex ideas before building backend systems.

How to Perform

1. Define the tasks and functionality.
2. Use a human “operator” to simulate responses.
3. Gather insights without building complex tech.

Template Sources

Can be facilitated with basic prototyping tools like Figma and Miro.
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Service blueprint

Definition

A visual map that outlines the full process of service delivery, both user-facing and behind-the-scenes.

When to Use

Use service blueprints to design or optimize complex, service-based experiences.

How to Perform

1. Define user actions and touchpoints.
2. Map supporting activities and systems.
3. Identify opportunities to improve service.

Template Sources

Miro, UXPressia, and Lucidchart offer templates for service blueprints.
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Concept testing

Definition

Testing early-stage ideas or concepts to get user feedback before investing in development.

When to Use

Use concept testing before committing to new ideas to ensure they resonate with users.

How to Perform

1. Present users with the concept.
2. Gather feedback on feasibility and value.
3. Refine based on insights.

Template Sources

UsabilityHub and Google Forms for simple concept testing surveys.
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Cognitive map

Definition

A mental model that visualizes how users understand and relate concepts within a system.

When to Use

Use cognitive maps to design information architecture that aligns with user expectations.

How to Perform

1. Identify related concepts and tasks.
2. Map connections based on user mental models.
3. Use to align your design with users’ understanding.

Template Sources

Miro, Lucidchart, and Coggle offer templates for cognitive mapping.
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Scenario map

Definition

A map that outlines hypothetical user situations and their paths to achieving goals.

When to Use

Use scenario maps during ideation to visualize how users might interact with your product.

How to Perform

1. Define a user scenario and goal.
2. Map steps and interactions to reach the goal.
3. Use it to refine paths and highlight improvements.

Template Sources

Miro, Mural, and Figma support scenario mapping.
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User journey

Definition

A visual representation of the user’s experience across different stages of interaction.

When to Use

Use a user journey map to understand and improve the overall experience.

How to Perform

1. Define key stages from awareness to post-use.
2. Outline user actions, feelings, and pain points.
3. Identify areas to improve or optimize.

Template Sources

UXPressia, Miro, and Adobe XD offer user journey templates.
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Card sorting

Definition

A technique where users organize items into categories that make sense to them.

When to Use

Use card sorting to inform information architecture decisions.

How to Perform

1. Create a list of content or features.
2. Have users group items and label categories.
3. Use insights to structure your site or app.

Template Sources

Optimal Workshop and UXPressia provide card sorting templates.
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Tree testing

Definition

A usability technique to evaluate how well users can find information within a website’s hierarchy.

When to Use

Use tree testing when designing or validating site navigation.

How to Perform

1. Present users with a simplified menu structure.
2. Give them tasks to locate specific items.
3. Analyze success rates and adjust structure as needed.

Template Sources

Optimal Workshop and Maze offer tools for tree testing.
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User flows

Definition

A diagram that shows the steps users take to complete a task in a product.

When to Use

Use user flows during the design phase to visualize and optimize paths.

How to Perform

1. Identify the starting point and end goal.
2. Map out each step and decision point along the way.
3. Use it to streamline user paths and remove obstacles.

Template Sources

Figma, Adobe XD, and Lucidchart have templates for user flows.
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Mind map

Definition

A visual tool that organizes ideas and concepts around a central topic.

When to Use

Use mind maps during brainstorming sessions to organize thoughts and ideas.

How to Perform

1. Start with a main idea in the center.
2. Branch out related ideas and subtopics.
3. Use it to explore all related aspects of a concept.

Template Sources

Miro, Lucidchart, and MindMeister offer mind-mapping templates.
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Customer journey map

Definition

A visualization of the user’s journey through each stage of interaction with the product.

When to Use

Use journey maps to outline the user’s interactions, emotions, and pain points across the journey.

How to Perform

1. Define the key stages and touchpoints.
2. Outline user goals, actions, and emotions at each stage.
3. Identify pain points to improve.

Template Sources

UXPressia, Miro, and Adobe XD offer journey mapping templates.
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Problem statement

Definition

A clear definition of the problem being solved.

When to Use

Use a problem statement to clarify the main challenge your design aims to address.

How to Perform

1. Identify the user, need, and problem.
2. Craft a statement that outlines the core issue.
3. Use the problem statement as a focal point.

Template Sources

Design Thinking and IDEO websites provide templates for crafting problem statements.
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Assumption map

Definition

A tool to organize and prioritize assumptions that need validation.

When to Use

Use assumption maps to prioritize assumptions that need validation.

How to Perform

1. List assumptions about users and product success.
2. Map assumptions on a grid of importance and certainty.
3. Test high-impact, uncertain assumptions first.

Template Sources

Miro and UXPin have assumption mapping templates.
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Experience map

Definition

A visual that outlines the end-to-end user journey and touchpoints.

When to Use

Use experience maps to visualize the user journey and touchpoints across a product.

How to Perform

1. Identify all touchpoints from start to finish.
2. Map emotions and actions for each stage.
3. Analyze for opportunities to improve experience.

Template Sources

Smaply, UXPressia, and Miro offer experience map templates.
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POV statement

Definition

A focused statement articulating the user’s problem.

When to Use

Create POV statements to distill a user’s core problem and need into a focused insight.

How to Perform

1. Define the user, need, and insight.
2. Create a statement: “User needs a way to… because…”
3. Use it to guide ideation.

Template Sources

IDEO and Stanford d.school provide POV statement frameworks.
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Empathy map

Definition

A visual tool to understand user emotions, thoughts, and needs.

When to Use

Use empathy maps to capture users’ thoughts, feelings, and behaviors.

How to Perform

1. Draw a map with sections: Think, Feel, Say, Do.
2. Populate each section with insights about users.
3. Use it to design with empathy.

Template Sources

Miro, Mural, and UXPressia have empathy map templates.
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Task analysis

Definition

Breaking down tasks to understand user actions and goals.

When to Use

Conduct task analysis when you need to understand specific actions users take to accomplish goals.

How to Perform

1. Identify key tasks users perform.
2. Break tasks down into individual steps.
3. Analyze steps for usability improvements.

Template Sources

Nielsen Norman Group and Lucidchart offer task analysis templates.
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Storyboards

Definition

Visual narratives showing a user’s journey through a product.

When to Use

Use storyboards to visually map out the user’s journey through a product.

How to Perform

1. Define key moments in the user journey.
2. Create a series of images representing each step.
3. Use the storyboard to visualize and improve user flow.

Template Sources

Canva and Adobe XD provide storyboard templates.
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Affinity map

Definition

Grouping research findings into categories to identify themes.

When to Use

Use affinity mapping to organize data and identify patterns after user research.

How to Perform

1. Gather research notes.
2. Cluster related ideas into groups.
3. Label groups with themes to identify patterns.

Template Sources

Miro and Mural have templates specifically for affinity mapping exercises.
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User stories

Definition

Short statements from the user’s perspective describing a need or task.

When to Use

Use user stories to outline user needs from a development perspective, especially in agile projects.

How to Perform

1. Identify a user need or task.
2. Write a user story using “As a [user], I want to [do something] so that [goal].”
3. Use stories to prioritize features.

Template Sources

Jira and Trello include templates for writing user stories.
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Narraitives

Definition

Storytelling techniques to describe user experiences and emotional journeys.

When to Use

Use narratives to create relatable stories that convey user experiences.

How to Perform

1. Use insights from research to create a story.
2. Describe a user's journey with emotions and actions.
3. Use the narrative to empathize and guide designs.

Template Sources

Miro and Milanote have narrative storytelling templates for UX.
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Persona

Definition

A fictional representation of a user archetype based on research to inform design decisions.

When to Use

Create personas to represent user archetypes, guiding design decisions and empathizing with the target audience.

How to Perform

1. Analyze user data to find common patterns.
2. Develop a fictional character that embodies these traits.
3. Use the persona to guide design decisions.

Template Sources

UXPressia, Figma, and Adobe XD offer customizable persona templates.
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Stakeholder interviews

Definition

Talking to stakeholders to gather requirements, expectations, and constraints for the project.

When to Use

Conduct stakeholder interviews at the start of a project to understand business goals and priorities.

How to Perform

1. Define objectives and prepare questions.
2. Schedule and conduct interviews with stakeholders.
3. Summarize key insights and prioritize them in the design process.

Template Sources

Miro and Lucidchart provide templates for stakeholder interview frameworks.
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Customer feedback

Definition

Collecting input from users about their experiences to understand their satisfaction and pain points.

When to Use

Use customer feedback to gain insight into users' likes, dislikes, and improvement suggestions.

How to Perform

1. Define the objective and target audience.
2. Write clear, unbiased questions.
3. Choose a survey platform.
4. Distribute the survey to the audience.
5. Analyze responses to identify trends.

Template Sources

Customer feedback platforms like Qualtrics and SurveyMonkey have customizable templates.
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Contextual inquiry

Definition

Observing users and asking questions in their environment to understand their workflows and challenges.

When to Use

Use contextual inquiry to observe and understand users in the context of their environment.

How to Perform

1. Schedule a session in the user’s environment.
2. Observe them using the product, asking questions as needed.
3. Document findings and analyze for improvement areas.

Template Sources

Nielsen Norman Group and Usertesting.com offer templates for contextual inquiries.
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Analytics reviews

Definition

Evaluating data from tools like Google Analytics to learn about user behavior on digital platforms.

When to Use

Conduct an analytics review when you want to understand user behaviors on your platform.

How to Perform

1. Identify the key metrics to review.
2. Access your analytics platform and collect data.
3. Interpret data insights to inform decisions.

Template Sources

Built-in templates in platforms like Google Analytics and Amplitude.
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Context mapping

Definition

Visualizing the user’s context, including factors that influence their experience, to understand their ecosystem.

When to Use

Use context mapping to visualize external factors impacting the user experience.

How to Perform

1. Identify the key elements affecting the user.
2. Create a map that places users in the center with factors around them.
3. Use the map to identify influential factors for product design.

Template Sources

Miro and Mural offer context mapping templates.
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Metrics analysis

Definition

Reviewing quantitative data (e.g., KPIs) to understand product performance and user behavior.

When to Use

Reviewing quantitative data (e.g., KPIs) to understand product performance and user behavior.

How to Perform

1. Identify relevant metrics (e.g., conversion rate).
2. Use analytics tools to gather data.
3. Analyze data trends and correlate findings to user experience.

Template Sources

Reviewing quantitative data (e.g., KPIs) to understand product performance and user behavior.
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User Interviews

Definition

One-on-one conversations with users to understand their needs, behaviors, and preferences.

When to Use

Use interviews to gather deep insights into user motivations, preferences, and pain points.

How to Perform

1. Define interview goals and prepare open-ended questions.
2. Recruit participants who represent your target audience.
3. Conduct interviews, asking follow-up questions for clarity.
4. Analyze responses for themes.

Template Sources

Airtable and HubSpot offer user interview templates.
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Diary Studies

Definition

Users document their experiences over time, revealing insights into their habits and interactions with a product.

When to Use

Diary studies work well for understanding long-term or habitual user behaviors.

How to Perform

1. Decide the duration and frequency for users to record entries.
2. Give users a structured format to log their experiences.
3. Collect entries and analyze them to find patterns.

Template Sources

UX Templates and Dovetail offer templates and tools for diary studies.
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Surveys

Definition

Surveys gather quantitative or qualitative data from a large group of users via a structured set of questions.

When to Use

Use surveys when you need quantitative data or quick feedback from a large group.

How to Perform

1. Define the objective and target audience.
2. Write clear, unbiased questions.
3. Choose a survey platform.
4. Distribute the survey to the audience.
5. Analyze responses to identify trends.

Template Sources

Google Forms, Typeform, and SurveyMonkey offer templates for various survey types.
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