16 point Matrix

• 16 skills
• 4 disciplines
• 6 levels
• 0 soft skills
HCI & HUMAN FACTORS
Skill Description Related methods/fields

• Understanding web technologies

Digital design is built upon a technological substrate, as such we must understand how • Understanding mobile
Understanding
users use technology to complete tasks - we need an understandiung of the opportunities technologies
Technology
technology brings to satisfying customer expectations. • Understanding AI and its potential
and implications

• Express complex ideas clearly and concisely.

• Content phrasing from the user's perspective (rather than the system's perspective).
- Microcopy
• Clearly articulate task, help and success criteria
UX writing - copywriting
• Create and edit macro- and micro-copy.
- content mapping
• Write content in the tone that matches the organisation's identity or brand.
• Choose the right content: tutorials v manuals v contextual v micro

Inclusive design considers the full range of human diversity with respect to ability, e.g. Accessibility engineering
Inclusive design
language, culture, gender, age and other forms of human difference.

Human behaviour is the responses of individuals to various stimuli and seeks an - Behavioural economics
understanding of the emergent properties of the human thought. - HCI
Understanding - Hicks law; Fitts law
Human Behaviour With this lens, psychology is the science of understanding behavior, including conscious - Attention + workload models
and unconscious phenomena, feeling and thought by establishing general principles and - Information processing models
researching specific cases - Affordances
STRATEGY & PROBLEM SOLVING
Skill Description Related methods/fields

Outlining the end-to-end vision of a product, details on achieving the product strategy as
well as the the big picture context of what the product's future
- SWOT Analysis
Business & Product
- Value Chain Analysis
Strategy - Vision: High-level connection; what is Scotia trying to achieve
- Product Lifecycle Curve
- Product strategy: achieved via the product roadmap; strategy=what, roadmap=how
- Big picture: feature context (& prioritization) and how it relatesto larger goals

- Design thinking methods

A way of looking at problems or situations from a 'different' perspective that suggests
Design thinking (+ - Reframing methods
unorthodox solutions (which may look unsettling at first). Creative thinking can be
Creative / Lateral - Three horizons framework
stimulated both by an unstructured process such as brainstorming, and by a structured
problem solving) - Logic trees
process such as lateral thinking.

Strategic thinking is the ability to plan and bring about a desired future such as the
- SWOT
achievement of a goal or solution to a problem.
- Barriers and Carriers
Strategic thinking - Environmental Scans (Emerging v
Strategic thinking involves the generation (and application) of unique insights &
Trend v Mainstream)
opportunities that create a competitive advantage for Scotia
- Prospection (Visioning, Backcasting)

Systems thinking is a holistic approach to analysis that focuses on the way that a system's - Service design
Systems thinking constituent parts interrelate and how systems work over time and within the context of - Ecosystem modelling
larger systems - The Malcolm Baldrige Framework
COMPARATIVE & USER RESEARCH
Skill Description Related methods/fields

- Trend Analysis
Secondary
Secondary research involves the summary, collation and/or synthesis of existing research. - Desk Research
research +
Competitor or market analysis is a good way to assess the strength and weaknesses of - Competative Analysis
Comparative
direct and indirect competitors and to find niche, or opportunities for differentiation. - Market Trends
methods
- meta analysis

The scientific method of observation to gather non-numerical data, concentrating on - Field Studies
Qualitative User concepts, meanings, metaphors and characteristics of data rather than its counts or - Ethonographies
Research measures - True Intent Studies
Behavioural vs Attitudinal is important. - Diary Studies

- Cohort analysis
Analytics and Quantitative analytics is the empirical investigation of data via statistical or computational
- A/B testing
Statistics techniques that seeks mathematical support for research hypotheses.
- Click Stream Analysis
(Quantatative) Statistical significance and correlation vs causation is important.
- Large Scale survery's

- usability testing
- concept testing
Evaluative a) Early concept evaluative methods to evaluate an interface without users (eg. inspection) - focus group testing
methods and b) The evaluation of an interface by testing it on actual users - Lab Studies
Usability Context of use is important - Inspection Methods (Cognitive,
Heuristic and Pluralistic walkthroughs)
VISUAL & INTERACTION
Skill Description Related methods/fields
- Paper prototyping
- Role playing and video
A prototype is a draft version of a product that allows you to explore/test your ideas and
- Physical models
Prototyping show the intention behind a feature or the overall design concept to users before investing
- High res interactives
time and money into development.
- Wizard of OZ
- Immersive experiences
For a UXD, this is the practice of designing interactive digital interfaces and exploring how a
user might interact with it. It often draws on four design dimensions:

> 1D - Words: the terminology and semantics of a user’s interactions.

- Microinteractions
UI + Interaction > 2D - Visuals: Perceived elements of an interface eg. typography, graphics, etc.
- 4D design principles (see Description)
design (IxD) > 3D - Objects/Space: the objects or space with or within which users interact
> 4D - Time: The duration during which users interact with an interface, including sound,
video or animation
> Behaviour, a 5th dimension, considers how a user responds to the interface

- Illustration
- Photography
Visual design Visual design aims to shape and improve the aesthetic appeal of products.
- Typography
- Layout

Information design is the practice of presenting information in a way that fosters efficient
and effective understanding of it. The displaying information effectively, rather than just
attractively or for artistic expression. - Infographic
Information and Information architecture is the practice of deciding how to arrange the parts of something - Data visualization
Architecture to be understandable - i.e. the conceptual framework surrounding information, providing - Technical illustration
Design context and awareness of location. - taxonomy development
It is a blueprint and navigational aid to the content of information-rich systems with a focus - navigational hierarchies
on bringing principles of structural design and architecture to shared information
environments (organizing and labelling in support of usability and findability)
6 rank scale
You wrote a book on the topic. Literally – ISBN#. Have developed or remixed
6 Expert
methods of your own in this area.

High technical proficiency. Seen by peers and broader design community as a

5 Killer go-to person for this skill. Practitioner of multiple methods within the pillar.
Knows when to break the rules.

Can demonstrate tacit knowledge of multiple methods in the pillar. Can teach
4 Strong
others the methods.

3 Capable Use methods regularly. Have multiple skills/methods within the pillar.

Good understanding of the basic concepts of a method in the pillar and have
2 Basics
a Strong/Capable complementary skill.

Heard of the methods and the basic concepts of the pillar. Could build a
1 Interested
bridge to a skill with a related skill.

0 No Foundation Have never heard of any method in the pillar. No related skills in other pillars
Skills Workshop

You wrote a book on the topic. Literally - ISBN#.

6 Expert Have developed or remixed methods of your own in
this area.

High technical proficiency. Seen by peers and

broader design community as a go-to person for
5 Killer
this skill. Practitioner of multiple methods within the
pillar. Knows when to break the rules.

Can demonstrate tacit knowledge of multiple

4 Strong
methods in the pillar. Can teach others the methods.

Use methods regularly. Have multiple skills/methods

3 Capable
within the pillar.

Good understanding of the basic concepts of a

2 Basics method in the pillar and have a Strong/Capable
complementary skill.

Heard of the methods and the basic concepts of the

1 Interested pillar. Could build a bridge to a skill with a related
skill.

Have never heard of any method in the pillar. No

0 No Foundation
related skills in other pillars