UI19 OnDemand

Videos from the 2014 User Interface 19 Conference

Using Scenarios to Solve Design Problems

Kim Goodwin · Wednesday, October 29 · 8:30am – 5:30pm ·Pacific F–H

Photo of Kim Goodwin

Delve into journey mapping, then create scenarios that identify and resolve design issues. Break down internal silos so you can build user-driven experiences, no matter the platform.

Stop letting organizational processes get in the way of smart design solutions. Learn powerful sketching activities that will unite your teams.

Kim Goodwin is VP of UX at PatientsLikeMe. She’s also the author of Designing for the Digital Age.

The day’s agenda


Dig into scenario-driven design

  • The what, why, and when of scenarios
  • How scenarios relate to use cases and Agile user stories
  • Where personas fit into the scenario design process

Find the scope and focus of your scenarios

  • Ways to identify and describe the people you’re designing for
  • The benefits of using solution-agnostic descriptions
  • Why scenarios translate to any channel or platform


Pitch scenarios internally using storytelling

  • How personas’ human qualities help identify important requirements
  • How scenarios set design strategies that work across organizational silos
  • Storytelling as a tool for selling your ideas

Integrate scenarios into your daily work

  • Techniques for using scenarios to drive structure and flow
  • Scenario-driven sketching using quick iterations for idea refinement
  • How scenarios support design decisions even at the pixel level

A framework for making design decisions

Stop feature creep and design debates

Some people jump from user research to “here’s how it ought to work” without connecting solutions to data. Use journey maps and scenarios to translate user research into a plan.

Bridge the gaps across teams and devices

Everyone on your team—and every element in your design—needs to work toward a single experience. See how awesome it is when someone owns UX transitions across platforms.

Unsuck your existing experience

Find out when your users feel frustrated—and why—at every touch point in their journey. Hear how their answers change as they progress, then use their emotion to inform your decisions.

You’ll see how to:

  • Get to a common view of your problems, letting scenarios drive your thinking
  • Apply scenarios to cross-channel design, using stories to describe the experience
  • Slip scenarios into your existing process—whether Agile, waterfall, or a hybrid
  • Drive the vision of your design by breaking the problem into small pieces
  • Tie research data directly to the cross-platform solutions you create
  • Visualize your solutions with rich, accessible stories and sketches

Save your time and sanity with scenario design

Deliver more powerful, compelling designs
Translate the flow and emotion of a good story to your UX, then follow users on their journeys.
A coherent design process
Use scenarios to connect the dots from one part of a design to another, inform your early sketches, and provide design insights about users’ needs.
A UX-driven process for defining requirements 
Involve product managers early by exploring ideas using collaborative sketching techniques.
Multi-channel team collaboration 
Get colleagues to talk openly, solve problems, and design cross-device experiences together.

You’ll solve real problems using low-fidelity design techniques

You’ll design cohesive, multi-channel experiences starting with scenarios and sketches. You’ll also work individually and in small groups to create service-level scenarios.

Kim Goodwin, Process Maven

Photo of Kim Goodwin

Ask Kim any question and you’ll instantly get deep, thoughtful insights that come from her years of experience working on the toughest designs imaginable. (Seriously, try it!)

In fact, as VP of UX at PatientsLikeMe, she still takes on big design challenges daily. After all, the healthcare industry is ripe with potential for innovators to connect individuals with reliable information, trusted providers, vital historical data, and extensive support networks.

Kim has been dedicated to user-centric practices like this since her days running the training and design consulting practices at Cooper, a leading agency. There, she played a major role in crafting their Goal-Directed design process, which brought users into their clients’ most challenging projects.

Kim Goodwin’s scenario design workshops have been top-ranked by attendees, so we couldn’t wait to bring her back for a fourth UI Conference. In fact, dozens of attendees told us they’re now using scenarios at work. She’s also the author of Designing for the Digital Age, considered the complete handbook for the design professional.


Listen as Kim and Jared Spool discuss how scenarios integrate with design deliverables and artifacts.

Listen to the Podcast Now Read the Transcript

Prefer a different workshop? There are 3 other options on Wednesday

▲ Top Buy Now

Nine 90-minute UX videos for $149