ST

CORE MASTERCLASS
USER EXPERIENCE
 @josecaballer
@thechrisdo
@theskoolrocks
#theskool
Agenda
1. Introduction (02 min)
2. You (10 min)
3. At the CORE of UX (5 min)
4. Principle 1: UX Mindset (5 min) C

5. Principle 2: Patterns (5 min)

M

6. Principle 3: Story (5 min) K

7. Principle 4: Anchors (5 min)

8. Principle 5: Agreement (5 min)
9. Principle 6: Validation (5 min)
10. QA (10 min)
Jose Caballer
Chief Education Officer
The Skool
YOU
At the CORE of UX
 THE CHANGING ROLE OF THE 

DESIGNER
OLD TIMES TODAY

CEO
CEO

Design Marketing Tech Tech

Manager Manager Manager Design Designer

Designer Marketing
Before Now
Before Now
SCARY
 Confidence
Leadership
Communication
Facilitation
Setting the Frequency
©2015 The Skool
It’s about controlling the
flow of decisions
It’s a conversation
 Comps

Look & Feel? Business Goals?

Revisions

Customer Needs?

Features?

Revisions
Define Brand Prioritize Goals Wireframes Prototype QA

Define Users Sitemap Comps Development

Step by Step.
 Who we are

Brand

Goals User
Our business Our
goals customers
needs
The Brand The User Goals

K
CASE STUDY 1
24
Agenda

05:00 - 05:10 Intros

05:10 - 05:25 Victor Introduces Moto Di Santa Monica and the project.

05:25 - 05:45 Alignment Exercise

05:45 - 06:15 Brand Attributes Exercise

06:15 - 06:30 Break

06:30 - 07:30 Customer Profiles

07:30 - 08:30 Goals Prioritization (Features)

08:30 - 09:00 Wrap up Exercise - Reflection

28
Brand Attributes
Culture Users Voice Feeling Impact X-Factor
How would
How would you
How do you 
 How others feel after What tangible impact do you How are your different from
your community
describe your users? sound to others? interacting with you? have on others? others?
describe you?
Adventurous
Expressive Friend
Excited
Grow Community
Experience

Rebel
Sophisticate
Adventurous
Safe
Status
Exclusive Inclusive
Passionate
Professional
Authentic
Unique
Exclusive
Sage Advice

Gaf
Risk Taking Genuine
Important
More Educated
Trusted Firm

Family
Don’t Fit
Wise
Part Of A Circle
Guidance

Caring Guide
Informed Equipped

Top 5 Attributes: X-Factor:

Caring Exclusive Inclusive
Risk Taking
Authentic
Part of A Circle
Informed Equipped
Moto Club Di Santa Monica
MCSM provides a Italian motorcycle sales and services to adventurous
professionals in a caring environment with an authentic voice. Helping them
feel they are part of a trusted family and leaving them better equipped to
succeed in their motorcycle lifestyle.
User Profile
Demographics Story


• 48 Years Old
• Work on a stressful job with high
• Male
power deals.

• Second wife
• Have to manage 100 people.

• 4 kids
• Want to get his own job and
leave his actual work.

• Escape

• 1 Brotherhood


 • Upgrade ride

Needs Solutions
First Name: John McRow
• Bespoke Service
• CRM System Exclusive events

Middle Aged Entrepreneur • Appeal, previews accessories,

• High Standards

• Look Good / shop top shelf

Branded…

• Community

• Newsletter

• Special treatment
• Featured

• Reviews exclusive

• Service level

• Conversation

• Membership Club

Revenue
Term Description Desireablity Doability Total

M Premium Membership 10 7 17

S Accessories online 10 8 18

S Apparel online 10 8 18

S Service Appointment/leads 9 7 16

S Lead Gen Bikes/ Quality 10 7 17

S Financing Partner 10 9 19

M Return Business/Process 9 6 15

S Newsletter 8 9 17
Awareness
Term Description Desireablity Doability Total

ML Retail Vision/Instore Exp 10 5 15

M Live help 5 6 11

S Finance calculation 7 8 15

L Video Comercial 9 4 13

S Video content 10 8 18

SM Marketing Materials / New 8 6 14

M News information 9 5 14

Social Media (strategy)

S 10 6 16
Efficiency
Term Description Desireablity Doability Total

S Featured Customers 10 7 17

S Customer Stories 10 8 18

M CRM 10 5 15

M Retargeting 7 6 13

M Facebook Ads 9 8 17

S Rate/ Review/ Wishlist 10 8 18

S Fun Engagement 10 8 18

S French Fun Toilet/website 10 8 18

Our Goals / Focus
1. Get Accessories online
2. Get Apparel online
3. Financing Partner
4. Video content
5. Customer Stories
6. Fun Engagement
7. French Fun Toilet / Website
CORE is the foundation
for the conversation
Now you have to use
the foundation to
direct your project
39
40
41
42
1: Have a 

UX Mindset
Flexibility, empathy and adaptablity are key.

• UX is not just the deliverables, it’s the conversation.

• The mindset requires people skills and communication.

• You have to experiement with many approaches.

©2015 Chris Do 44
 3 DIMENSIONAL
DESIGN

Facilitation Delivery

Visualization
It’s less about the
deliverables and more
about the client feeling
included in the
decision making.
2: Understand 

UX Patterns
There are already standard UI/UX patterns for Mobile,
responsive web and almost any device.

• Do a competitive audit.

• Ask you client’s what apps and sites they like.

• Confirm pattern preferences with your client.

BKLYN
A very complete template
ready to go for our
products.

https://themes.shopify.com/themes/
brooklyn/styles/brooklyn/preview
Jumpstart
Simple, designed for one 

product but can be
expanded.

https://themes.shopify.com/themes/
jumpstart/styles/jumpstart
Simple
Super simple, starts
segmenting on the left
menu.

https://themes.shopify.com/themes/
jumpstart/styles/jumpstart
3: Everything 

is Story
Stories are the bridge from customer needs 

to customer experience.

•Prioritize needs and create those stories first

•Schedule a story session with your clients

•Document and get approval

 Story

Acts Acts Acts

Sequences Sequences Sequences Sequences Sequences Sequences

Scene Scene Scene Scene Scene Scene Scene Scene Scene Scene Scene Scene

54
Beats
User Story
First Name: John McRow
Middle Aged Entrepreneur

Find Out Engage

Return Buy
 Share 
 Advocate


• Trusted Friend
• Customer highlights
• Content
• Accessories for his bike
• Reviews
• Has a big circle

• Cool video
• Secret members Only • Live help
• Get more info on a bike • Tell friend
• He has big influence

• Get a feel
group
• Purchase
and come in to learn more
• Gift toolkit
• They care about
• website
• Sign up
• Facebook
each other

• Private community
• newsletter • Limited edition gifts
• About us

• Bio of founder


4: Anchor Your
Decisions
Move forward gradually and anchor your next
steps in the last deliverable you made.

•“Mrs Client, based on the 3 priority needs we did XYZ.”

•Use ‘If then’ logic. “If the brand attribute was X then the color is X.”

•Make it visual and confirm often. “Can you hear me now?”

 Anchors

Define Brand Prioritize Goals Wireframes Prototype QA

Define Users Sitemap Comps Development

More Important

Less Important
5: Confirm 

Agreements
At the end of each anchor confirm and reconfirm
approval. In writing and with witnesses.

•Use a signature form at the end of each deliverable.

•Ask for confirmation before moving on to the next step.

•Make things visual and easy to digest for your client.

6: Validate with
Real Users
It’s not enough to use assumptions and client input.
Talking to customers is the best UX tool ever. YUGE!

•Get out of the office and go talk to customers.

•Coordinate with your client to do customer interviews.

•Get comfortable in a 3 way conversation with your client and their customers.

CASE STUDY 2
INCAE
theskool.co/collections/kits
 @josecaballer
@thechrisdo
@theskoolrocks
#theskool
theskool.co