Digital Experience Management DXM

UA4100 Digital Experience Manager
Content:
- 5 days / 10 half days training + test + certificate
UX Strategy – UX from a management perspective
- Overview of Usability, User Experience, UCD User Centered Design, ISO 9241
- UX & Usability Basics ISO 9241-11 -110 -210 -161 -112
- Business model
- Value propositions - the benefits or: What value do we offer to the customer?
- Resources - the key resources
- Key Activities
- Partner (Key Partner)
- Customer Relationships
- Channels, marketing and communication channels
- Customer Segments / Customer Groups
- Revenue streams
- Cost Structure - the costs at a glance
- Refreshment curriculum CPUX-F from a management point of view
- User Experience Design
- Introduction to the usability engineering process - ISO 9241-210
Overview of user research
- Methods of user research and human centered design process
- User research & context of use analysis
- Usability evaluation & testing as a source of user research
User research & context of use
- Prepare and conduct contextual interviews
- Make observations
- Prepare and conduct focus groups
- Document context of use descriptions
- Personas
- As-is scenarios
- Mental models
- Task models
- User groups & user group profiles
- Identify user needs in context of use information and translate them into user requirements
- Convert requirements into user requirements in a targeted manner
- Consolidate usage requirements
- Consolidate and prioritize usage requirements with users
Exercises:
- Create interview guidelines
- Conduct an interview
- Document as-is scenarios & task models
- Develop personas
User Research Usability Testing & Evaluation
- Plan & carry out user-centered evaluations
- Moderated usability test
- Unmoderated usability test with video recording
- Remote usability test
- Eye tracking and other methods
- User survey
- KJ method
Exercises:
- Create test script for usability test
- Carry out unmoderated usability test with video recording
- Moderate remote usability test and record it with video
- Evaluation of the usability tests with the KJ method
Design Thinking in Product Development / Service Design
- Introduction to Design Thinking
- Origin, development, current applications, case studies, field reports
- The design process
- Description and justification of the stages in the design thinking process
- For which types of problems is Design Thinking suitable (and for which not)?
- The environment: mixed teams, the place, time boxing strategies and implementation methods
- 1. Understand
- Define the problem space
- Stakeholder mapping
- Formulate a design challenge
- 2. Watch
- Empathy in the design process
- Methods of observation
- interviewing
- group discussions
- Complementary methods: diaries, mobile ethnography, surveys
- Analysis and synthesis of data
- 3. Point of view
- Empathy mapping
- Customer Journey Mapping
- Personas
- Formulate a point-of-view statement
- 4. Idea generation
- brainstorming rules
- creativity techniques
- idea selection
- 5. Prototyping
- Why prototyping?
- Types of prototypes
- 6. Testing
- test methods
- perform tests
- Evaluate tests and bring results into the process
UX & Behavioural Design
- Scenario & Persona in UX Design
- Persuasive Technology
- Habits
- Habit Forming Products (habits and how products promote and shape habits)
- Perception Psychology - Mental Models, Affordances, Gestalt Principles
- Gamification
- Game design
- How game concepts can be applied in everyday business
- Behavior Patterns
- Other behavioral patterns
UX Behavioural Design Patterns
- 30 Important UX Behavioral Design Patterns
- Classification in the UCD process
- Get to know the most important methods
- Classification of methods in the usability engineering process
- Apply the methods and examples
Measuring the User Experience
- Overview of Usability Evaluation and Usability Testing
- Get to know the most important usability evaluation methods
- Classification of the evaluation methods in the usability engineering process
- Exercise: Planning and Conducting a Usability Evaluation
UX Process Management & Usability Maturity Models
- Overview of Usability Maturity Models (ISO, Human Factors, Nielsen)
- Develop processes & metrics
- Tools: Confluence, Jira, Google Analytics, ...
Test and Certificate "Usability Academy - Certified "Digital Experience Manager"
- Exam to UX Architects
- Online test with about 100 questions
- Multiple choice questions
- Usability Academy certificate
Price: € 2.950,- plus VAT
Dates: ...here