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Best Practice for UX Deliverables
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Best Practice for UX Deliverables


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  • 1. B!"# pr$%#&%! for UX deliverables by Anna Dahlström | @annadahlstrom
  • 2. My name is Anna and today we’re going to talk about: •How to adapt and sell your UX deliverable to the reader (from clients, your team, in house and outsourced developers) •Guiding principles for creating good UX deliverables (both low and high fidelity) •Best practice for presentations, personas, user journeys, flows, sitemaps, wireframes and other documents •Simple, low effort but big impact tools for improving the visual presentation of your UX deliverables
  • 3. O'() joking, that’s not what this presentation will look like
  • 4. If &# *&*, I wouldn’t blame you if you looked like this
  • 5. W+$# is so bad with this?
  • 6. ,r"# -f $((, it makes you want to do this
  • 7. I#’" really hard to read Nbr!$#+&'. "p$%&'. L$%2 -f #1# &'*!'# & $(&.'/!'# T-- /0%+ #1#
  • 8. I# %-'#$&'" unnecessary detail I#’" #+! %($"" *!"%r&p#&-' w-r* f-r w-r* I#’" /3# (&2!() w+$# I’(( "$) $')w$)
  • 9. I# 40"# doesn’t sell it “S!r&-0"()?!” “6&" w&(( b! 3 +-0r" I’(( '!v!r .!# b$%2 -f /) (&f!” “B-r&'.!” “6&" ($*) 40"# *-!"'’# %$r!” “L5)!” “I’/ -0# -f +!r!”
  • 10. T-*$) w!’(( (--2 $#... 1. A bit of background 2. Adapting to the reader, project & situation 3. Guiding principles with DOs & DON’Ts 4. Good examples Br!$2 5. Practice x 4 6. Surgery + Q & A
  • 11. 2007 I started working agency side
  • 12. M0%+ faster pace than what I was used to
  • 13. Fr-/ -'! to many clients & projects, at the same time
  • 14. Fr-/ #7 applications to campaigns & large website redesigns
  • 15. S#r$#!.&% thinking & communication + S!((&'. my work became very important
  • 16. Cr!$#&v! approach to UX deliverables + Op!' with less set templates
  • 17. M$') talented people
  • 18. Cr!$#&v!, communicative, & visually pleasing documents were a breeze for them
  • 19. 6!) /$*! clients & internal people smile
  • 20. F-r /!... it took time
  • 21. A*v$'%&'. my wireframing skills was easy
  • 22. L!"" "- with the strategic experience design documents
  • 23. I +$* #- find my own style
  • 24. W!!2() one to ones
  • 25. Cr&#&q0!, w$(2-#+r-0.+" & #&p" was the best thing for my development
  • 26. 6$# & 1p!r&/!'#&'. until I found my style
  • 27. S&'%! #+!' I’ve made clients & internal stakeholders & team members smile
  • 28. 6-0.+ that’s not what it’s about, it was & continues to be one important aspect
  • 29. C+$/p&-'&'. IA & UX internally as well as with clients was a big part of my job
  • 30. I# "#&(( &": the value of UX, collaboratively working & being involved from start to finish is not a given everywhere
  • 31. W+-!v!r our work is for, we always need to sell it
  • 32. H-w /0%+ we need to put into it H-w we need to sell it T- w+-/ we need to sell it this all varies
  • 33. 6$#’" w+$# we’re going to be working on today
  • 34. 2. A*$p#&'. to the reader, project & situation
  • 35. W+!r! we work W+- the deliverable is for W+) we do it H-w it’s going to be used impacts how to approach it
  • 36. I $"2!* a few people in different roles what they considered key with good UX deliverables
  • 37. “ Y-0 '!!* #- produce a deliverable that meets the needs of the audience it's intended for: wireframes that communicate to designers, copy writers and technical architects... Experience strategy documents that matter to digital marketeers... ” - J-+' G&bb$r* Associate Planning Director Dare
  • 38. “ A .--* UX *!(&v!r$b(! clearly communicates its purpose and what its trying to achieve. It anticipates any questions / scenarios which may be posed. ” - N&%2 H$(!) Head of User Experience Guardian News and Media
  • 39. “ I#" '-# "-/!#+&'. created for the sake of it. One of the reasons we don’t do wireframes anymore is because of this. Instead my team creates html prototypes which live in a browser. I see developers refer to them all the time, without consulting the team. ” - N&%2 H$(!) Head of User Experience Guardian News and Media
  • 40. O'! immediate conclusion can be made
  • 41. C(&!'# "&*! is different from +$v&'. %(&!'#"
  • 42. “ I' #+! p$"# I’d look for reams of documents going into great detail, but as a result of the proliferation in devices creating documentation is becoming too cumbersome. 6!r! '!!*" #- b! some initial though into journeys, personas and use cases for sure, but the need for wireframes I think is reduced to identify the priority of content/functionality. ” - A(1 M$##+!w" Head of Creative Technology BBH, London
  • 43. “ I'"#!$* w! "+-0(* be wireframing in code using a responsive framework so that we can immediately see how everything looks on all devices, and rapidly change how an element and its associated behaviours looks across all these devices. ” - A(1 M$##+!w" Head of Creative Technology BBH, London
  • 44. S!%-'* %-'%(0"&-': approaches & what’s needed differ between companies
  • 45. I $"2!* A(1: “Would you agree though that the above works a lot better if the teams are located together and work collaboratively, and that the need for actual wireframes with annotations increase, if the development happens elsewhere?”
  • 46. Y!" totally agree
  • 47. 6&r* %-'%(0"&-': what inhouse developers need is different from if the build is outsourced
  • 48. “ UX "+-0(* '-# be a hander over, it should be part of the full development cycle from product inception, through to the MVP and each iteration beyond. ” - S%-## B)r'!-Fr$"!r Creative Director BBC User Experience & Design Sport & Live
  • 49. H-w!v!r, sometimes we do need to hand things over
  • 50. “ R0(! f-r /) #!$/: I don’t care what you create or how you create it, but it better be high quality. A deliverable which isn’t used to move the project forward is a waste of time. ” - N&%2 H$(!) Head of User Experience Guardian News and Media
  • 51. “ UX &" $b-0# *!(&v!r), not deliverables. So the best design artefacts are the ones that take the least time to convey the most insight and meaning. Conversations are better than sketches, sketches are better than prototypes and prototypes are better than think specifications. S- &f )-0'r! f-%0""&'. -' making pretty deliverables, you're focussing on the wrong thing. ” - A'*) B0** Co-founder & CEO Clearleft
  • 52. “ 6$# b!&'. "$&*, there are VERY RARE occasions when creating a nice looking deliverable like a concept map—to explain a difficult concept around a large organisation—can pay dividends. But this is the exception rather than the rule. ” - A'*) B0** Co-founder & CEO Clearleft
  • 53. F-r#+ %-'%(0"&-': it’s not about pretty documents, but about adding value
  • 54. “ M$2! #+!/ f ****** $ppr-pr&$#! Practitioners love to pretend that they only need to fart/cough near a client and they understand what’s inferred, but that's nonsense. 6! #r0#+ &" you need to communicate to lots of different people at lots of different levels. Make sure your deliverables (at whatever fidelity) are appropriate for your audience. ” - J-'#) S+$rp(!" Design Director Albion
  • 55. A" w! 2'-w, not every client is the same
  • 56. Fr-/ #w- *!$r -'!", who have been both colleagues & clients
  • 57. “ 6! b!"# UX w-r2" collaboratively and considers the whole customer journey/experience as well as satisfying the business requirements in the context of the overall digital strategy. 6!) pr-*0%! clear and annotated customer journeys, sitemaps and detailed wireframes with complete user and functionality notes and rationale behind the proposed solution. ” - S#!p+$'&! W&'-H$/!r Proposition Manager Barclays
  • 58. “ G--* UX should demonstrate enough for stakeholders to understand the essential details, for developers to be able to build with minimum questions, and for other UX designers to pick up the project. The deliverable "+-0(* '-# b! in the form of long winded manuals, which often remain unread, and become time-consuming to maintain. ” - S%-## B)r'!-Fr$"!r Creative Director BBC User Experience & Design Sport & Live
  • 59. B0#, not every client is UX minded
  • 60. “ UX &" $ %r&#&%$( p$r# of any project but you'll often find that clients sometimes don't understand what they are looking at and/or are just itching to get to the "pretty pictures" bit. From my point of view therefore, &# &" v&#$( that the UX is super clear, with detailed annotations and notes written in laymen's terms - and if it can be visually engaging to keep their attention, all the better. Personally I am a big fan of sketches, particularly in the early stages. ” - H$''$+ H&(b!r) Board Account Director Leo Burnett
  • 61. O' #+! "0b4!%# -f keeping people’s attention - a bit on building skills, presentations & showing work
  • 62. “ I' b0&(*&'. #+! "2&((" -f /) #!$/ I'm looking for them to produce beautiful, usable deliverables that communicate their content appropriately in context. In practical terms I 'd also hope that they're editable and adaptable enough to evolve within and without the project. ” - J-+' G&bb$r* Associate Planning Director Dare
  • 63. “ Pr!"!'#$#&-'" $r! f-r pr!"!'#&'., not reading. R!$* $'* $*$p# #- #+! $0*&!'%!. When you see people who have written a speech word-for-word read it out, it never connects with the audience. S$) (!"". People can take away (at best) 3 things from an hour long presentation. Make sure you focus so that the three things you want to be taken away are taken away. ” - N&%2 E//!( Strategic Partner Mr. President
  • 64. “ N$rr$#&v! &" #+! 2!) #+&'.. A person needs to be able to tell a good story about their deliverables and why they made decisions, who they worked with along the way and how they were produced (and for whom). I#'" -'() r!$(() when people tell stories that people feel engaged and connected with how a UX practitioner practices. 6! -'!" #+$# *-''# +$v! '$rr$#&v! come across as samey, lumpy and can make you assume the practitioner lacks passion. ” - B! K$(!r Director Futureheads Recruitment
  • 65. Sp!$2&'. -f storytelling, this is what visual design has to say
  • 66. “ A .--* p&!%! -f UX has a narrative and clearly tells a story, or at least part of a story on a particular journey. As a designer - everything I do and make is communicating something to someone. Therefore a critical deliverable to establish that principle are good personas. I '!!* #- 0'*!r"#$'* who has to get what out of the thing I'm designing and I'm only satisfied a visual has been executed well once I'm confident it's telling the right story to the right person in the right way. ” - S#!v! W+&##&'.#-' Design Director Dare
  • 67. “ J0"# $" *!"&.' shouldn't be paint by numbers, UX shouldn't be build by boxes. The boundaries between good content creation, well considered user experience and effective design and layout are blurred. I 8r/() b!(&!v! that for one to be successful - all the disciplines need to sing together. Hence, the single most important deliverable isn't a physical one, rather a common understanding - a pool of knowledge developed when these key disciplines work together. ” - S#!v! W+&##&'.#-' Design Director Dare
  • 68. S- #r0!, & so important
  • 69. L$"# b0# '-# (!$"#, we wouldn’t have anything without content
  • 70. “ 6! b!"# *!(&v!r$b(!" for a writer evidence a really close understanding of our content so that there's flexibility in wireframes for example, to fit more or less words. Components can be useful in this respect. 6!r!'" '-#+&'. w-r"! than having to fill space when there's nothing to say. I also find personas helpful for adjusting the copy in places, but only if they're sufficiently different from each other. ” - E//$ L$w"-' Freelance Senior Copywriter & Former Head of Copy
  • 71. 3. G0&*&'. principles with DOs & DON’Ts
  • 72. ,r"# THE DOs
  • 73. 01 • • • • Create something people want to read make documents skimmable & easy to read remove fluff & get to the point pull out key points & actions add some delight to keep the reader engaged
  • 74. Ev!r) r!$*!r has given you their time. Make the most of it & don’t waste it
  • 75. 02 Ensure the reader knows what they are looking at • always include page titles • use visual cues for what you reference in annotations • pull out or highlight what has changed from prior version
  • 76. 03 Make it easy to follow & understand • a red thread is crucial & makes your work more engaging • consistency in numbering & titles matters • include page numbers, particularly if presenting over the phone
  • 77. 6-0.+ it (mostly) should be, it won’t always be YOU presenting YOUR work
  • 78. 04 • • • • • • Make things reusable between projects use stencils & avoid continuously creating from scratch keep assets organised (icons, visual elements, assets for devices, social media etc.) spend some time setting up elements properly helps avoid having to go back & adjust every instance later set up document templates that can be reused all of the above saves time & ensures you spend yours wisely
  • 79. 05 • • • • • Avoid unnecessary updates & maintenance set up & automate document info (logos, page numbers, titles, version, file location, etc) if software allows, place them on a shared canvas/ layer ensures they are on every page & no manual update is needed use layers/ shared canvases for consistent elements & for keeping your document organised (great if someone else needs to pick it up)
  • 80. 06 Adapt to the reader, project & situation • applies to verbal presentation & walkthrough • as well as visual presentation & polish • adjust your focus & detail - what’s most important to them
  • 81. 07 • • • • Use a mixture of colours, white space, fonts & styling helps draw the user’s eye & guide the reader to what matters useful for grouping information adds delight & makes your documents a pleasure to the eye really simple & not takes very little time
  • 82. A'* THE DON’Ts
  • 83. 01 • • • • Don’t be lazy check spelling ensure things are aligned include spacing always proof read
  • 84. 02 Don’t create unrealistic wireframes • images tend to come in certain ratios • typography needs to be big enough to read • be true - making your wireframes bigger, or modules smaller won’t make the content fit in real life
  • 85. 03 Don’t spend unnecessary time polishing • work with simple tools to improve your documents • spend your time where it adds the most value • practice & re-use to save time
  • 86. 4. G--* examples
  • 87. P!r"-'$
  • 88. P!' p-r#r$&#
  • 89. P!' p-r#r$&#
  • 90. M-r! personas & pen portraits portada-DIY-personas.jpg 2012/12/involver_personas5.jpg 2013/05/OBC-personas.png 2013/03/personas-4.jpg 2012/06/social-media-personas-600x2223.jpg screen_02.jpg
  • 91. C0"#-/!r 9p!r&!'%! M$p
  • 92. C0"#-/!r 9p!r&!'%! M$p
  • 93. M-r! customer experience maps RailEurope_AdaptivePath_CXMap_FINAL.pdf time-line-exp-map-2.jpg saywomenjourneychart.jpg
  • 94. S2!#%+!"
  • 95. T--(" f-r "2!#%+&'.
  • 96. U"!r :-w
  • 97. U"!r 4-0r'!)
  • 98. F(-w *&$.r$/
  • 99. F(-w *&$.r$/
  • 100. M-r! user journeys, flows & flow diagrams user-flow.jpg Developers_search_user_journeys_2v1.png/900pxDevelopers_search_user_journeys_2v1.png
  • 101. S&#!/$p"
  • 102. S&#!/$p"
  • 103. S&#!/$p"
  • 104. S&#!/$p"
  • 105. M-r! sitemaps attachments/121386 list=popular&offset=141
  • 106. S2!#%+!" + "%r!!' :-w
  • 107. S2!#%+!" & "%r!!' :-w
  • 108. M-r! visual flows & story boards 2011/09/mobile-storyboard.jpg darwin/images/full232.jpg
  • 109. W&r!fr$/!"
  • 110. W&r!fr$/!"
  • 111. W&r!fr$/!"
  • 112. W&r!fr$/!"
  • 113. M-r! wireframes list=popular&offset=180 evanswireframing/globalcruise5.png
  • 114. Pr$%#&%! time, but first...
  • 115. 5 /&'" break
  • 116. 5. ;/! #- practice
  • 117. F-0r 1!r%&"!" to work through individually (or in pairs if preferred) xxx
  • 118. 6! BRIEF For Christmas a client has asked you to design & build an app around what’s happening in London. They’ve shared target audience insight & requirements on what to include: • • • • About information Christmas focused map Offers from stores List of events • • • Latest news Login & registration Ability to share
  • 119. 01 SKETCHING As a first draft to the client, sketch a few of the sections of the app & include key points on interactions, flow between screens & main points around your thinking. • • • • About information Christmas focused maps Offers from stores List of events • • • Latest news Login & registration Ability to share
  • 120. T--(" f-r "2!#%+&'.
  • 121. 02 PEN PORTRAIT Congrats! The client loved it. The next task is to create a pen portrait summarising who this is for & what we need to know about them, as well as what captures who they are. • • Tourist, German, [xx] years old, [gender] Interested in Christmas markets, concerts, likes shopping • • • Uses iPhone, also has a tablet First time in London Novice iPhone user Skeptical to sharing information
  • 122. P!r"-'$
  • 123. P!' p-r#r$&#
  • 124. P!' p-r#r$&#
  • 125. 5 /&'" break
  • 126. 03 WIREFRAME Bad news. An external company will build the app. Based on your sketches do a wireframe on your computer of the home screen. Make sure the following is clear to the reader: • • • • Which screen they are looking at What this view does - purpose, goals What’s the content on the screen Where does interactions take the user • • How do interactions work Any key considerations ...and that it looks somewhat decent
  • 127. W&r!fr$/!"
  • 128. W&r!fr$/!"
  • 129. 04 PRESENTATION This is the big one, selling it to the stakeholders. The client wants you to do an executive summary that you will be presenting, but can also be passed around. It should include: • • • • The Brief The process Who the target audience is The solution Also consider... • It needs to sell • Be clear & concise • Focus on key take aways
  • 130. 3 things
  • 131. 01 “ Pr!"!'#$#&-'" $r! f-r pr!"!'#&'., not reading. If the information that you want to put across requires detailed paragraphs or chunky tables for analysis, or swirly complex user journeys - deliver the information in a different way. ” - N&%2 E//!( Strategic Partner Mr. President
  • 132. 02 “ R!$* $'* $*$p# #- #+! $0*&!'%!. When you see people who have written a speech word-for-word read it out, it never connects with the audience. That's not because the material is bad, it is because it is not being constantly adapted to the ever-changing context, mood, or understanding. Stand-up comedians are great presenters as they adapt and draw in their audience. ” - N&%2 E//!( Strategic Partner
  • 133. 03 “ S$) (!"". When you are given a stage to show-off your knowledge, the temptation is to waffle, digress or delve far too deep into topics. People can take away (at best) 3 things from an hour long presentation. Make sure you focus so that the three things you want to be taken away are taken away. ” - N&%2 E//!( Strategic Partner Mr. President
  • 134. 6. S0r.!r) + Q&A
  • 135. A') questions?
  • 136. A') w-r2 you would like to get feedback on?
  • 137. If "this applies, please
  • 138. A f!w final words...
  • 139. Appr-$%+, #--(" & 8*!(&#) depends on your project, budget and time frame
  • 140. Br$'* H&.+ (!v!( Less formal UX deliverables but more creatively led Source: Mark Bell, Dare Aim of experience IA & UX deliverables I'f- -r #$"2 D!#$&(!* UX led with more formal & extensive IA & UX deliverables
  • 141. I# $("- *!p!'*" -' the skills & experiences of your team
  • 142. H&.+ (!v!( IA & UX deliverables Less formal UX deliverables but more creatively led 9#!'"&v! Source: Mark Bell, Dare D!#$&(!* UX led with more formal & extensive IA & UX deliverables Experience in visual design team L&/&#!*
  • 143. A'* &f &#’" b!&'. b0&(# externally or internally
  • 144. Br$'* H&.+ (!v!( Aim of experience IA & UX deliverables Less formal UX deliverables but more creatively led 9#!'"&v! Source: Mark Bell, Dare I'f- -r #$"2 D!#$&(!* UX led with more formal & extensive IA & UX deliverables Experience in visual design team L&/&#!*
  • 145. If %(&!'#" (-r "-/!-'! !("!) don’t get it, there is generally something to be improved in how we work with them & present our work
  • 146. N- right way. N- wrong way.
  • 147. A" (-'. $" you add value
  • 148. R!/!/b!r, this is how I started out
  • 149. L!$r' from others & stick to the DOs & DON’Ts
  • 150. F-'#" & colours go a (-'. w$).
  • 151. A'* have fun, it will come across
  • 152. 6$'2 )-0 @annadahlstrom |