ux workshop activity: missions, methods and mindframes. centerline digital

© 2013 M3: Missions, Mindframes and Methods @kateawilliamson

UX TECHNIQUE: MISSIONS, MINDFRAMES AND METHODS

Working with Stakeholders to Anticipate User Needs Before Defining Features

Kate A. Williamson Centerline Digital


Missions, Methods and Mindframes (M3 for short) is a simple activity I’ve used during client

visioning sessions to help stakeholders step back and shift their mindframes to that of the target

audience. It doesn’t replace user research; it’s simply meant to help you, as a facilitator, help

stakeholders remember that underlying user needs should be informing everything we create.

UX TECHNIQUE: MISSIONS, MINDFRAMES AND METHODS (M3)


A “Features First” mentality means trying to define what an asset will look, feel and act like

before taking the time to consider: 1) what goals the organization is trying to achieve, and

2) what problem we’re trying to solve for the customer. It happens when stakeholders are

excited about creating something or just on a tight deadline to get something done.

THE ISSUE: STAKEHOLDERS OFTEN THINK “FEATURES FIRST”


SOLUTION: SHOW THEM HOW TO THINK “PEOPLE FIRST”

Visioning sessions often involve a room full of stakeholders with differing perspectives and

agendas, each with their own idea about how to solve the problem at hand. The M3 activity

helps them take a step back to think “People First” and come to consensus on prioritized

customer needs before jumping into the deep end of defining the solution.


HOW: WORK WITH STAKEHOLDERS TO DEFINE THE THREE M’S

MISSIONS: (middle) Missions are the high-level goals your target

audience wants to accomplish or the tasks they need to be

able to complete. Missions go in the middle of your

diagram and represent the backbone of your future design.

!MINDFRAMES: (top) Mindframes are the mental states, beliefs and

attitudes driving user goals. These add context to missions

and help stakeholders “think like the user.” Like the

missions, they should be written in first-person.

!METHODS: (bottom) Methods are the ways in which we can help users

accomplish their missions. These might include ways to

deliver information, forums for delivery or types of

information the user needs.


HOW TO BEGIN: START WITH THIS BLANK DIAGRAM

MISSIONS

MINDFRAMES

METHODS


NOW: IMAGINE A SCENARIO

MISSIONS

MINDFRAMES

METHODS

As shown in the earlier

pictures, I usually just draw

this diagram on a giant

sticky sheets, stick them to

the wall, and arm

stakeholders with small

sticky notes to write down

and contribute their ideas

by sticking them in the

relevant columns on the

chart.

!For illustration’s sake in the

next few slides, let’s

consider our client to be a

company that curates

recipes on a membership

platform. (Think: Epicurious

or Allrecipes.)


STEP 1: COLLECTIVELY DEFINE USER GOALS

MISSIONS

MINDFRAMES

METHODS

I need a go-to

list of recipes.

I need to know my

family will like it.

I want to show off

meals I create.

I want to save

money.

Step 1: Work with stakeholders in a

group discussion to define missions.

This ensures that everyone begins the

activity from a place of consensus.


STEP 2: BRAINSTORM MINDFRAMES BEHIND THE MISSIONS

MISSIONS

MINDFRAMES

METHODS

I need a go-to

list of recipes.

I need to know

they’ll like it.

I want to show off

meals I create.

I want to save

money.

I’m busy.

I’m too tired to

think by the time I

get home.

I’m not a great

cook.

I don’t trust

recipes without

reviews.

I don’t want to cook

something bad for a

guest and be

embarrassed.

I’m used to sharing

on Instagram/

FaceBook.

Food is getting

expensive!

My friends always

want to go out to

eat.

I like to take pics

of my meals.

Step 2: Continue group-brainstorming

mindframes for each mission. Let

stakeholders write and stick anything that

comes to mind during the discussion.


STEP 3: FILL IN THE METHODS

MISSIONS

MINDFRAMES

METHODS

I need a go-to

list of recipes.

I need to know

they’ll like it.

I want to show off

meals I create.

I want to save

money.

I’m busy.

I’m too tired to

think by the time I

get home.

I’m not a great

cook.

I don’t trust

recipes without

reviews.

I don’t want to cook

something bad for a

guest and be

embarrassed.

I’m used to sharing

on Instagram/

FaceBook.

Food is getting

expensive!

My friends always

want to go out to

eat.

I like to take pics

of my meals.

Reviews with

ability to attach

photos.Social platform

integration

Pinterest-style

section linked to

member profile to

showcase dishes

Real-time average

cost of meal based

on ingredient list

Filter recipes by

prep/cook time Rating system

where the people

you cook for rate

the meal instead of

you rating the meal

Step 3: Have stakeholders rapid list

methods for each mission on the bottom

part of the chart. Finally, walk through

the filled-in chart as a group, letting the

content guide new discussion.


WHY: WHAT YOU ACCOMPLISH WITH M3

M3 helps you get insights stuck in individual heads out into the world where you can use

them. Additionally, as a group activity it helps stakeholders reach consensus about the

problem at hand while demonstrating to them that user needs should be the backbone of

our strategy...a message that will hopefully stick with them until their next initiative!


Connect here for more:

@kateawilliamson

!

!

centerline.net

!

@centerline

https://twitter.com/kateawilliamson

http://www.centerline.net

https://twitter.com/centerline

https://twitter.com/centerline

ux workshop activity: missions, methods and mindframes. centerline digital

Business