No one’s story will begin, or end, with your product. In order to create useful, impactful and delightful designs, we need to consider the entire end to end user journey, from recognizing a need to meeting a goal, and determine how (or if) your product fits into the customer’s experience. Join Associate UX Director Chelsea Watson to explore how the established design thinking processes of creating user journeys, story maps and customer personas can come together in a narrative approach to IA and content strategy through storytelling. Together we’ll create proto-personas to help establish empathy for users, and craft a story of our persona’s end to end journey, ultimately allowing us to translate key narrative moments into content, IA and design requirements. Chelsea’s ran collaborative workshops using this process on a number of projects including a digital vision for Metrolinx (Ontario’s regional transit provider), a cross-platform client management tool for Royal Bank of Canada, and for other projects for clients including Freedom Mobile and Walmart.
About the speakers
Chelsea Watson is a UX design leader, experience strategist, wannabe generative artist and human-loving introvert. Her approach to IA combines design thinking, research and strategy, all with a relentless focus on the humans who make and the humans who use the products she oversees. Over the last decade, Chelsea’s worked with a wide range of clients including IBM, Walmart, AT&T and Visa to create insight lead, user oriented digital products. She’s currently an Associate UX Director at Publicis Sapient in Toronto and, in her free time, has been exploring computational design by coding 100 generative sketches in 100 days.