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What the f**k is an experience architect?
 

What the f**k is an experience architect?

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My attempt to explain the role of an Experience Architect to my agency, Profero Sydney. This is not a review of UX techniques. It's a philosophical take on what makes those techniques useful.

My attempt to explain the role of an Experience Architect to my agency, Profero Sydney. This is not a review of UX techniques. It's a philosophical take on what makes those techniques useful.

The key refrain is "Experience Architects are problem designers, who build a shared understanding of value, by doing research, analysis and construction". You can see this as closely related to lean UX, but in an agency context.

Don't be put off by the number of slides. The presentation is done in the rapid-fire black and white style of Lawrence Lessig. It takes less than 10mins to read through.

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    What the f**k is an experience architect? What the f**k is an experience architect? Presentation Transcript

    • What the f**k is an Experience Architect? What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • A story in 137 slides and 2 diagrams What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • But the answer’s obvious, right? What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Experience = Customer experience ! Architect = The guy who does the blueprint What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Therefore... an experience architect creates a blueprint of the ideal customer experience for the rest of the team to build What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • There’s some truth to this What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Personas capture and summarize customer needs and expectations What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Wireframes are like an architect's blueprints - all "boxes and arrows" What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Functional specifications often read like a development contract What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • But it misunderstands our role What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • It underestimates the need to understand the business... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ... and the technology What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • It undervalues the creative input of designers and developers What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • I’ll attempt a better description What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • < refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Experience Architects are problem designers What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Who build a shared understanding of value What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • By doing research, analysis and construction What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • < /refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Say wha...? What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • < refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Experience Architects are problem designers What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Who build a shared understanding of value What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • By doing research, analysis and construction What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • < /refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Let’s break that down What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • What do I mean: “problem design”? What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Anytime a brief is written, a problem is being articulated What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • There are better and worse ways of articulating a problem What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • “What are we trying to do here?” What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • “Are you building the right thing?” What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • The target audience just won’t care What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Designing a problem isn't always hard What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Experience architects aren't the only ones who can do this What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • But experience architects are good at designing complex problems What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • A well-designed problem has clear criteria for evaluating solutions What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Two kinds of criteria... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Objectives & Constraints What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Your objective is your focus; it is the point of the exercise What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • The objective is where the value is What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Poorly designed problems tend to focus on the effort, or the features What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • They focus on output, rather than outcomes What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • “We need a better sign up form” vs “We need more people to sign up” What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Badly-designed problems presuppose solutions What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Experience architects try to focus on customer-centred outcomes What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Allowing people to... Encouraging people to... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • This is why I go on about User Stories What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • As a... I want to... So that... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • As a... someone I want to... do something So that... something good happens What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • If you can’t say what the something good is, the story is fictional What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Articulating outcomes as user stories helps build a shared understanding of where the value is for users What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • What about constraints? What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Constraints are the conditions under which a solution holds it value What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ...for the business ! (“is it sustainable?”) What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ...for the team ! (“is it achievable?”) What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Constraints are the difference between design and art What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Experience architects help articulate constraints What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Experience architects help turn problems into design problems What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • By articulating constraints, we build a shared understanding of value for a project team and their stakeholders What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • <rant> What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Usability is not an objective What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ...because it is not a reason for doing anything What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Usability is a constraint What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Usability = the conditions under which someone can extract some value from your site What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • You can’t make a site “usable in general” What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • A site is usable for someone who is trying to do something What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • </rant> What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • < refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Experience Architects are problem designers What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Who build a shared understanding of value What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • By doing research, analysis and construction What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • < /refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • 3 bags of tricks (in no particular order) What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Bag #1: Research What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Research = asking pointed questions What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ... of the business What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ... of consumers What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ... of the team What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • (At Profero...) The point of research is not to gather information What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • The point of research is 1) to uncover hidden constraints What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • The point of research is 2) to test assumptions about value What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Because every brief and every design contains a theory What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ...about what users want What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ...how they behave What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ...what the business can offer What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ...and what’s technically feasible What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Bag #2: Analysis What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Analysis = interpreting patterns (in the performance team) What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Analysis = digging up metaphors (in the UX team) What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Metaphors are pictures we use as a shorthand for reality What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • They always conceal forgotten assumptions What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Metaphors get buried ...inside requirements What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ...inside designs What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ...even inside databases What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Experience architects dig up buried metaphors to ensure they are actually fit for the job What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • and build better metaphors as required What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Because a bad metaphor is like a bad smell What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • It’s very hard to track down, and makes everything seem just a little bit... off What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • But a good metaphor can make the next step obvious What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ...and helps everyone make better compromises What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Bag #3: Construction What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • I don’t mean building things What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • I’m thinking about geometry What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Constructions are visual thought-experiments What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Constructions are a way of stress-testing problems What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ... to reveal a way of simplifying them What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ...to break them down into smaller, more digestible parts What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ... or, at worst, to get a handle on the kind and level of complexity we’re dealing with What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Most of the time, wireframes are constructions in this sense What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • That’s why wireframes are not like blueprints What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • What’s important is the act of wireframing, or explaining the wireframes. What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Because that’s how we clarify and articulate the problem What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Ok, last bit... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • < refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Experience Architects are problem designers What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Who build a shared understanding of value What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • By doing research, analysis and construction What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • < /refrain > What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • So... What’s the point of all those deliverables? What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Research Plans Recommendations Roadmaps Personas User Stories Site Structures Navigation Patterns Wireframes Prototypes Functional Specifications Usability Tests What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Sometimes these deliverables do end up defining the solution What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Because, often, expressing a problem is finding the solution What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • But that’s not their purpose What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • We make them to share our understanding of the problem and the value trapped within it What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • The more these deliverables dominate the design process, the less creative that process can be What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • and the less room there is for other creative members of the team (incl. the client) What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • Ideally, these deliverables are more like scaffolding... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ... supports for creative engineering. What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • But no less important... What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ... because, without a shared understanding of the problem What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • ... you can’t even begin to find a solution worth having. What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013
    • </thanks> What the f**k is an Experience Architect? ¨© Justin Tauber, Head of Platforms, Profero Sydney 2013