Product design as a business strategy - UX research & Product brief.

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UX Research & Product Brief
Yariv Sade
YarivSade@Gmail.com
ProductDesignManagement.com
June 2015

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This lecture is part of my course-
‘Product Design as a Business Strategy’
at the Technion’s M.Sc. Design
Management Studies.

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User Experience Research

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Business & marketing goals
Product design

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Marketing
Objective
Research
Product
Brief
Product
Design
Engineering
Production
InformationDesignManf.
Company
Stakeholders
Product

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Understand è Define è Innovate è Create è Evaluate è Produce

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Stakeholders
Product
UX Research
Users
Competitors
Products
Market
Trends
Market Analysis
Market analysis vs. UX Research

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Market analysis
Searching è Findings (data) è Understanding
UX Research
Assumptions è Observation è Inquiring è Trials è Insights
Brief
Writing è Updating
Ideation & Design
Ideation è Concept è Design è Engineering è Evaluation
Product Design Process

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Research scope
• Stake holders defining
• User scenarios defining
UX Research
Research methods
• Observation
• Inquiry
• Self testing
Expected outcomes
• Domain expertise
• Materials for Product Brief
• Insights for innovation

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Case study / Strauss

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Case study / Eden

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Product Brief

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The product-brief is a map

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The product-brief is an agreement

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The product-brief is under the design manager responsibility

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A product-brief should be short & simple

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A product-brief should define “what” and not “how”

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The product-brief is a live document

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Product-brief can (and should) include questions

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Product-brief should also include the excluded

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Product-brief should include the hard- & soft-attributes

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Don’t mix product-brief and project-management

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The brief is a checklist

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Don’t use (closed) brief templates

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Read more

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Hard vs. Soft Attributes

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Soft Attributes

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Hard Attributes Soft Attributes
Objective Subjective
Quantifiable Non-quantifiable
Rational Emotional
Clear Vauge
Performance oriented UX oriented
Evolutionary Revolutionary
Basic Front

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Thank You
Yariv Sade
YarivSade@Gmail.com
ProductDesignManagement.com
June 2015