All language subtitles for 03 - Use research to inform ideation.en

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Would you like to inspect the original subtitles? These are the user uploaded subtitles that are being translated: 1 00:00:00,140 --> 00:00:03,525 Hi there. In the last course, 2 00:00:03,525 --> 00:00:05,160 we learned how to empathize with 3 00:00:05,160 --> 00:00:07,560 users and define their problems. 4 00:00:07,560 --> 00:00:11,880 We used empathy maps, personas, user stories, 5 00:00:11,880 --> 00:00:13,890 and user journey maps to identify 6 00:00:13,890 --> 00:00:16,785 pain points the user might experience. 7 00:00:16,785 --> 00:00:19,650 Our role as UX designers is to understand 8 00:00:19,650 --> 00:00:23,865 these pain points and come up with ideas to solve them. 9 00:00:23,865 --> 00:00:27,180 Empathy maps, personas, user stories, 10 00:00:27,180 --> 00:00:30,840 and user journey maps are tools UX designers commonly 11 00:00:30,840 --> 00:00:32,895 use to expand our understanding 12 00:00:32,895 --> 00:00:34,905 of the people we're designing for. 13 00:00:34,905 --> 00:00:38,400 A lot of planning and detail goes into using these tools. 14 00:00:38,400 --> 00:00:40,880 If you need to refresh your memory, 15 00:00:40,880 --> 00:00:43,325 feel free to revisit earlier content. 16 00:00:44,525 --> 00:00:46,335 Let's think back to empathy maps. 17 00:00:46,335 --> 00:00:48,950 As a reminder, an empathy map is 18 00:00:48,950 --> 00:00:51,770 an easily understood chart that explains 19 00:00:51,770 --> 00:00:55,445 everything designers have learned about a type of user. 20 00:00:55,445 --> 00:00:58,595 Empathy maps help UX designers understand 21 00:00:58,595 --> 00:01:02,590 a user's behavior when interacting with a product. 22 00:01:02,590 --> 00:01:05,090 To get a little more specific, 23 00:01:05,090 --> 00:01:09,425 empathy maps focus on four main motivations of users: 24 00:01:09,425 --> 00:01:11,075 what the user says, 25 00:01:11,075 --> 00:01:13,700 thinks, does, and feels. 26 00:01:13,700 --> 00:01:16,100 In other words, empathy maps 27 00:01:16,100 --> 00:01:19,550 tap into our users' minds and hearts to help 28 00:01:19,550 --> 00:01:21,260 us understand their thoughts and 29 00:01:21,260 --> 00:01:23,395 feelings in a given situation. 30 00:01:23,395 --> 00:01:25,115 The insights gathered from 31 00:01:25,115 --> 00:01:27,920 empathy maps allow us to come up with ideas for 32 00:01:27,920 --> 00:01:31,100 solutions that address the user's problems 33 00:01:31,100 --> 00:01:34,255 and appeal to the user on a deeper level. 34 00:01:34,255 --> 00:01:37,450 Next, let's recall personas. 35 00:01:37,450 --> 00:01:38,930 As you might remember, 36 00:01:38,930 --> 00:01:42,200 personas are fictional users whose goals and 37 00:01:42,200 --> 00:01:44,495 characteristics represent the needs 38 00:01:44,495 --> 00:01:47,095 of a larger group of users. 39 00:01:47,095 --> 00:01:50,780 As you're ideating, it's a good time to reference 40 00:01:50,780 --> 00:01:52,610 the personas you created to 41 00:01:52,610 --> 00:01:55,270 help you remember who you're designing for. 42 00:01:55,270 --> 00:01:57,845 Ask yourself, are there 43 00:01:57,845 --> 00:02:00,500 any specific goals they want to achieve? 44 00:02:00,500 --> 00:02:03,290 Or are there any needs that you should 45 00:02:03,290 --> 00:02:07,150 design for in order to support the personas? 46 00:02:07,150 --> 00:02:11,320 In addition, you might want to review your user stories. 47 00:02:12,320 --> 00:02:16,460 A user story is a fictional one-sentence story told from 48 00:02:16,460 --> 00:02:18,320 a persona's point of view to 49 00:02:18,320 --> 00:02:21,350 inspire and inform design decisions. 50 00:02:21,350 --> 00:02:23,420 It introduces the user, 51 00:02:23,420 --> 00:02:27,660 lays out an obstacle, and states our ultimate goal. 52 00:02:27,660 --> 00:02:30,230 The user story expands on 53 00:02:30,230 --> 00:02:31,880 the persona and deepens 54 00:02:31,880 --> 00:02:34,100 your understanding of a user group. 55 00:02:34,100 --> 00:02:36,470 A good user story can also inspire 56 00:02:36,470 --> 00:02:38,660 empathetic design decisions by 57 00:02:38,660 --> 00:02:41,525 making our approach user centered. 58 00:02:41,525 --> 00:02:45,155 If you have a lot of user needs to consider, 59 00:02:45,155 --> 00:02:47,225 user stories determine which ones 60 00:02:47,225 --> 00:02:49,280 are the most critical to resolve. 61 00:02:49,280 --> 00:02:51,980 This can help narrow down which user needs to 62 00:02:51,980 --> 00:02:55,910 focus on when coming up with ideas for solutions. 63 00:02:55,910 --> 00:03:00,845 Lastly, think back to the user journey maps you created. 64 00:03:00,845 --> 00:03:04,580 Remember, a user journey is the series of 65 00:03:04,580 --> 00:03:06,695 experiences a user has 66 00:03:06,695 --> 00:03:09,474 as they interact with your product. 67 00:03:09,474 --> 00:03:12,480 User journeys build off the personas 68 00:03:12,480 --> 00:03:15,330 and user stories you've already created. 69 00:03:15,330 --> 00:03:17,135 User journeys help you come up with 70 00:03:17,135 --> 00:03:19,430 ideas for designs that truly support 71 00:03:19,430 --> 00:03:21,470 the user's needs and reduce 72 00:03:21,470 --> 00:03:25,275 their problems, or what we also like to call "pain points." 73 00:03:25,275 --> 00:03:29,795 Together, empathy maps, personas, user stories, 74 00:03:29,795 --> 00:03:31,700 and user journey maps help us 75 00:03:31,700 --> 00:03:33,680 create a problem statement, or 76 00:03:33,680 --> 00:03:35,120 a clear description of 77 00:03:35,120 --> 00:03:37,270 a user's needs that our design should address. 78 00:03:38,270 --> 00:03:41,000 Coming up, we'll transition from the problem the user is 79 00:03:41,000 --> 00:03:44,540 facing to the solution we can provide as UX designers. 80 00:03:44,540 --> 00:03:46,950 Get ready to dig in!5791

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