Leslie Decuyper and Kjelle Vergauwe from November 5 give us a peek at the definition process from a UX perspective, demonstrated with real example cases.

1. D E F I N I N G D I G I T A L P R O D U C T S

2. LESLIE DECUYPER
Product Manager
KJELLEVERGAUWE
Lead UX Design

3. D E F I N I N G D I G I T A L P R O D U C T S
INTRO NOVEMBER FIVE
PRODUCT DEFINITION
UX ACTIVITIES
Q&A

4. C O M P A N Y I N T R O D U C T I O N
NOVEMBER FIVE
Digital products & ventures done right

5. O U R P I T C H

6. We are your intelligence-driven,
strategy-first, digital acceleration partner to
strategise, define, build and run digital products.
O U R P I T C H

7. SOFTWARE HARDWARE WEB NATIVE
O U R P I T C H
We are your intelligence-driven,
strategy-first, digital acceleration partner to
strategise, define, build and run digital products.

8. INTELLIGENCE CAPABILITIES ASSETSALIGN
ALL STAKEHOLDERS SHARED OPERATIONS OPEN COMMUNICATIONCO-CREATE
O U R P I T C H
We are your intelligence-driven,
strategy-first, digital acceleration partner to
strategise, define, build and run digital products.

9. STATE OF INDUSTRIES STATE OF TECHNOLOGIES DEFINE PLAYING FIELD DRIVE OUR PLAYING FIELD
O U R P I T C H
We are your intelligence-driven,
strategy-first, digital acceleration partner to
strategise, define, build and run digital products.

10. PURPOSE DESTINATION SMARTEST WAY TO GET THERE
O U R P I T C H
We are your intelligence-driven,
strategy-first, digital acceleration partner to
strategise, define, build and run digital products.

11. O U R S E R V I C E S

12. STRATEGISE
Purpose design
Strategy design
Concept design
DEFINE
User experience design
Architecture design
Product management
BUILD
Release management
UI design
Engineering
Quality Assurance
RUN
Support
Product monitoring
Managed Infrastructure
O U R S E R V I C E S

13. O U R O P E R A T I O N S

14. TECHNOLOGY
DESIGN
STRATEGY
LIFECYCLE
STRATEGY
STRATEGY
Business unit
ENGINEERING
Business unit
PRODUCT DEFINITION PRODUCT ENGINEERING PRODUCT OPERATIONS
Squads Squads Squads Squad
StraPM StraPM
SM SM
SA SA
CDCD
ProdM ProdM
UX UX
UX UX
Arc Arc
RelM RelM RelM RelM RelM
Eng
Eng
Eng
Eng
Test
Eng
Eng
Eng
Eng
Eng
Eng
Eng
Eng
Test
Eng
Eng
Eng
Eng
Eng
Eng
UI UI UI UI UI
Eng Eng
Test Test Test
SupM
BIA
SysEng

15. S E R V I C E L I N E
DEFINITION
Strategy-fit, ready for efficient engineering

16. P I T C H
We co-define the product and the product roadmap
by translating your strategy into a tangible user experience
with clear functional and technical specifications
to enable efficient and qualitative engineering.

17. O U R S T A G E D A P P R O A C H

18. S T A G E D A P P R O A C H
ROADMAP
DESIGN
Translate strategic deliverables
into product drivers that fuel
a high-level product roadmap
& a low-level definition
approach.
PRODUCT
DESIGN
Iteratively create interactive
wireframes & technical
system documentation by
challenging constraints and
diving into each feature.
PRODUCT
DOCS
Translate user experience
into validated technical &
functional documentation
to drive efficient and
qualitative engineering.
INCEPTION
Enrich, challenge and
estimate a product increment
in cooperation with the
engineering squad to enable a
qualitative handover.

19. K E Y A C T I V I T I E S & D E L I V E R A B L E S

20. User experience design Architecture design Product management
Research existing solutions
that solve similar strategic
challenges.
RESEARCH
K E Y A C T I V I T I E S
Capture subject matter
expertise in workshops and
validate proposed experiences.
FACILITATE
Design interactive wireframes
that tangibly transfer user
experiences onto the screen.
DESIGN

21. Select best-fit technologies for
each specific solution by
assessing the available
technological landscape.
SELECT &
ASSESS
K E Y A C T I V I T I E S
Map and define system
integrations and technical
dependencies.
MAP & DEFINE
Document low-level technical
specifications.
DOCUMENT
User experience design Architecture design Product management

22. Manage the roadmap by
balancing constraints,
objectives and product drivers
to achieve its strategic goals.
MANAGE
K E Y A C T I V I T I E S
Define product increments
based on relevant feature sets,
creating a purpose-driven,
releasable version.
DEFINE
Document low-level
functional specifications.
DOCUMENT
User experience design Architecture design Product management

23. A PRODUCT
ROADMAP
A list of prioritised product
increments with a high-level
functional scope indication.
K E Y D E L I V E R A B L E S
Product roadmap Product design Product documentation Inception
LOW-LEVEL
DEFINITION
APPROACH
Project plan with functional
and technical workshop
approach for the first
product increments on the
roadmap.

24. INTERACTIVE
WIREFRAMES
A tangible user experience
using interactive wireframes
including a breakpoint and
device strategy.
K E Y D E L I V E R A B L E S
INFORMATION
ARCHITECTURE
An information architecture
of the product, outlining
how the functionalities will
fit together.
Product roadmap Product design Product documentation Inception
TECHNICAL
SYSTEM DOC.
An overview of technical
diagrams, system and
integration specifications.

25. PRODUCT
INCREMENT
DOCS
Purpose & objectives of the
releasable PI.
Low-level functional &
technical specifications per
PI.
Translation of PI objectives
into low-level KPIs.
K E Y D E L I V E R A B L E S
Product roadmap Product design Product documentation Inception

26. ESTIMATED
ENGINEERING-
READY PI
Product increment
improved for and challenged
by engineering squad.
Estimated engineering time
and budget to build the
increment.
K E Y D E L I V E R A B L E S
Product roadmap Product design Product documentation Inception

27. T E A M C O N F I G U R A T I O N & I N T R O D U C T I O N

28. UX DESIGNER ARCHITECT PRODUCT
MANAGER
T E A M I N T R O D U C T I O N

29. P A R T N E R S H I P D E L I V E R Y M E T H O D O L O G Y

30. P A R T N E R S H I P T E A M C O N F I G U R A T I O N
PARTNER PROJECT
SPONSOR
PRODUCT
OWNER
PRODUCT
MANAGER
SUBJECT
MATTER
EXPERTS
ARCHITECT
ARCHITECT
PROJECT
MANAGER
USER
ADVOCATE
(if available)
UX
DESIGNER

31. FUNCTIONAL AND TECHNICAL
DOCUMENTATION
TECHNICAL GROOMING
PRODUCT INCREMENT
DOCUMENTATION
STRATEGY VALIDATION
PRESENT, IMPROVE & VALIDATE
UX RESEARCH
UX WORKSHOPS
TECHNICAL WORKSHOPS
INTERACTIVE WIREFRAME
CREATION
PRESENT, IMPROVE & VALIDATE
HANDOVER
UX WORKSHOP
TECHNICAL ASSESSMENT
ROADMAP CREATION
PRESENT, IMPROVE & VALIDATE
P A R T N E R S H I P D E L I V E R Y M E T H O D O L O G Y
Product roadmap Product design Product documentation Inception
PRODUCT MANAGER TO
RELEASE MANAGER
HANDOVER
PI HANDOVER
APPROACH, BACKLOG &
ESTIMATES PRESENTATION
PRESENT & VALIDATE
PRODUCT INCREMENT
REWORK
& OPTIMISATION

32. Monday Tuesday Wednesday Thursday Friday Monday Wednesday ThursdayTuesday Friday
I N - D E P T H S T A G E A C T I V I T I E S & D E L I V E R A B L E S
HIGH-LEVEL
ROADMAP &
SCOPE
SCOPING
WORKSHOP
ROADMAP DESIGN
TECHNICAL
ASSESSMENT
STAND-UPSTRATEGY
HANDOVER
UX REVIEW STAND-UP
Alignment
Validation
Co-creation

33. Monday Tuesday Wednesday Thursday Friday Monday Wednesday ThursdayTuesday Friday
I N - D E P T H S T A G E A C T I V I T I E S & D E L I V E R A B L E S
UX DEMOUX WORKSHOP
PRODUCT DESIGN
STAND-UP STAND-UPUX REVIEW
UX DEMO TECHNICAL
WORKSHOP
UX REVIEW
Alignment
Validation
Co-creation

34. Monday Tuesday Wednesday Thursday Friday Monday Wednesday ThursdayTuesday Friday
I N - D E P T H S T A G E A C T I V I T I E S & D E L I V E R A B L E S
PRODUCT DOCUMENTATION
STAND-UP STAND-UP
TECHNICAL
VALIDATION
RETROSPECTIVE
PI REVIEW BY
STRATEGY PROJECT
MANAGER
PI DOCUMENTATION
Alignment
Validation
Co-creation

35. PRODUCT MANAGER
TO RELEASE
MANAGER
HANDOVER
Monday Tuesday Wednesday Thursday Friday Monday Wednesday ThursdayTuesday Friday
I N - D E P T H S T A G E A C T I V I T I E S & D E L I V E R A B L E S
INCEPTION
BACKLOG
CREATION
PI KICKOFF
MEETING
PI APPROACH,
BACKLOG
ESTIMATION &
PRIORITISATION
DEBRIEF PI
BACKLOG &
ESTIMATION
PI DELIVERY
Alignment
Validation
Co-creation

36. P A R T N E R S H I P P R I N C I P L E S
ALL
STAKEHOLDERS
• Partner SPOC for validation of
documentation
• Product definition done right
requires sufficient time for all
stakeholders (including partners’)
to fulfill their roles
• Physical presence of all relevant
stakeholders for meetings
SHARED
OPERATIONS
• Use of Confluence for
documentation validation
• Use of Axure for interactive
wireframes
OPEN
COMMUNICATION
• Weekly demos
• Fast validation cycles for
wireframes (e.g. during demo +
until 2 days after)
• No more UX changes after
validation of the product
increment

37. UX DESIGN
D O M A I N

38. U X H I G H L I G H T S
TRANSLATE
PRODUCT
GOALS
ROADMAP
DEFINITION
WORKSHOP
DESIGN

39. T R A N S L A T E P R O D U C T G O A L S

40. CLIENT NAME
TITLE OF CASE

41. Our assignment is to outline a substantiated
vision, strategy and short-term roadmap for passenger-facing
website and app across the lifecycle and ecosystem
C O N T E X T & A S S I G N M E N T

42. A RENEWED FOCUS
ON PASSENGER EXPERIENCE
Position passengers front-and-center, by providing them with
the best possible experience throughout the full passenger lifecycle.
Airport Service Quality
INCREASE IN ASQ
Sales Per Passenger
INCREASE IN SPP
C O N T E X T & A M B I T I O N S

43. DESIGN PRINCIPLES
A N A L Y T I C A L
Fundamental ideas about what the product should be or
do, and the unique value it offers users.
Good design principles increase efficiency and
consistency in the decision-making

44. P R O D U C T G O A L
Increase Airport Service Quality

45. D E S I G N P R I N C I P L E S
“Passenger first”
In the spectrum of airport visitors, passengers should ideally come first. This
doesn’t exclude other airport visitors, but services the intents and interaction
capabilities of passenger first, and adapts to other visitors second.

46. D E S I G N P R I N C I P L E S
“Always be transparant”
By making a straight-forward, concise and transparant platform we allow
visitor interaction to be as effortless and quick as possible.

51. AVOIDS
HEAVY
DISCUSSION
W H A T I T D O E S

52. GIVES OUR
TEAM AMMO
AND FOUNDATIONS
W H A T I T D O E S

53. R O A D M A P D E F I N I T I O N

54. R O A D M A P D E F I N I T I O N
RESEARCH
+
EMPATHY
MAPPING
STORYMAP
IMPACT /
EFFORT
ROADMAP
TOOL

55. R O A D M A P D E F I N I T I O N
EMPATHY MAPPING
Workshop to understand and prioritise user needs
Understand user and customer needs
Gain clarity and consensus on user needs, motivations and behaviours
Build empathy between stakeholders and users

56. R O A D M A P D E F I N I T I O N
STORYMAP
Map tasks, epics, features, themes and link them to goal clusters
Get a 2 dimensional representation of stories and their
complexity level
Create goals we want to achieve for each feature
See clusters of features with the same goals

57. R O A D M A P D E F I N I T I O N
IMPACT / EFFORT
Map the goals for stakeholders for each product goal
Discuss all aspects of why we map a certain goal to a
certain impact (product goal) & effort
Weigh out each goal to another

58. R O A D M A P D E F I N I T I O N
DEFINITION
ROADMAP TOOL
Guiding list for what to tackle first
Combination of all previous exercises
Different outputs to analyse
Roadmap is combination of what we should tackle first
in workshops, what makes sense as PI order, what
business transformation we need to tackle first,…
Never the final output, always a guide into decision
making

59. GIVES A
PRIORITY TO
STAKEHOLDERS
W H A T I T D O E S

60. GIVES A
PRIORITY TO
USERS
W H A T I T D O E S

61. GIVES A
PRIORITY TO
PRODUCT GOALS
W H A T I T D O E S

62. GIVES A
PRIORITY TO
FEATURES
W H A T I T D O E S

64. INCREASE
LEAD
GENERATION
INCREASE
CONVERSION
MATURE
COMPANY
PERCEPTION
S P E N C E R P R O D U C T G O A L S

65. EXPIRATION
DATE
OF LESS THAN
AYEAR
S I D E N O T E

66. INCREASE
LEAD
GENERATION
INCREASE
CONVERSION
MATURE
COMPANY
PERCEPTION
S P E N C E R P R O D U C T G O A L S

67. INCREASE
LEAD
GENERATION
INCREASE
CONVERSION
MATURE
COMPANY
PERCEPTION
S P E N C E R P R O D U C T G O A L S

69. S E C T I O N O F T H I S P R E S E N T A T I O N
E M P A T H Y M A P

70. S T O R Y M A P
S T O R Y M A P

71. I M P A C T M A P P I N G
Effort
Lead generation
Ability to deep-dive into product features

72. I M P A C T M A P P I N G
Effort
Lead generation
Ability to deep-dive into product features
See how Spencer impacts my industry

73. I M P A C T M A P P I N G
Effort
Lead generation
Ability to deep-dive into product features
See how Spencer impacts my industry

74. I M P A C T M A P P I N G
Effort
Lead generation
Ability to deep-dive into product features
See how Spencer impacts my industry

75. D E F I N I T I O N R O A D M A P

76. D E F I N I T I O N R O A D M A P

77. D E F I N I T I O N R O A D M A P

78. W O R K S H O P S & U X R E V I E W S

79. Monday Tuesday Wednesday Thursday Friday Monday Wednesday ThursdayTuesday Friday
I N - D E P T H S T A G E A C T I V I T I E S & D E L I V E R A B L E S
UX DEMOUX WORKSHOP
PRODUCT DESIGN
STAND-UP STAND-UPUX REVIEW
UX DEMO TECHNICAL
WORKSHOP
UX REVIEW
Alignment
Validation
Co-creation

80. CLIENT WORKSHOP

81. UX REVIEWS

82. UX STANDUPS

83. 30 min
STAND-UP
WEEKLY UX STAND-UP
INTRODUCTION
AD HOC UX WORKSHOP
DESIGN STUDIO DESIGN CRITIQUE WORKSHOP DESIGN
Visual study for
exploration
Teardown & facilitated
discussion
Activities & method
exploration
CLOSING
5 min
5 min
50 min
W E E K L Y U X - S T A N D U P S

84. 1
HOW DO WE COMMUNICATE
OUR OFFERING ?
W O R K S H O P
There is a ‘no product’ policy, while most people do think in product solutions.
How do we communicate clearly in our navigation, page-buildup, where to expect what?
Do we communicate the same way for both major user groups?

85. 2
HOW DO WE STRUCTURE
OUR LANDING PAGES?
W O R K S H O P
Do we have a single homepage and cater all users the same way?
Do we create a user-specific landing page to cater users directly in
the right wording/emphasis?

86. P R E P A R A T I O N
BUILDING AN AGENDA
WORKSHOP
DESIGN
WORKSHOP
AGENDA
RUNNING
ORDER
Create detailed session
design in collaboration
with client which includes
identification of
techniques, tools,
deliverables and
timeframes
A. Create initial session
agenda to ensure
confidence in the
approach
Develop a very
detailes step-by-
step design for the
workshop. (For
facilitator only)
B. After ROA is
completed, redo agenda
for communication
A
B

87. A C T I V I T I E S & E X E R C I S E S
Capture what the wording we should use for each camp, and if there is major or minor overlap
WRITE INDIVIDUALLY IN THE P.O.V. OF YOUR CAMP THE KEY SIGNAL WORDS
EXERCISE 1
DIVIDE EVERYONE IN 2 CAMPS
See what blocks are recurring, what the order is and why, see if there is major or minor overlap
EACH CAMP GETS TIME TO DRAW A BLOCK FRAME FOR ‘THE HOMEPAGE’
EXERCISE 2
PRESENT AND DISCUSS THE BLOCK FRAMES

88. EXACT WORDING
WE NEED PER
STAKEHOLDER
W H A T I T D O E S

89. SHOW
DIFFERENCE
BETWEEN
LANDINGPAGES
W H A T I T D O E S

90. D E F I N I N G D I G I T A L P R O D U C T S
INTRO NOVEMBER FIVE
PRODUCT DEFINITION
UX ACTIVITIES
Q&A