A shared vision; the coordinating force behind great UX

A Shared VisionThe coordinating force behind great UX

SimpleStableFast

Visions workBring people togetherStay on trackKeep focused on who’s importantHelp make choicesManage complexityLets designers do what they do bestMatch how we thinkGlue in Agile processConsistency across platform, formats, devicesAcross new models of interaction

You press the button,we do the rest.

Wake up happy

Design, innovation& the joy of driving

“To write songs that make people feel thething that makes them want to hear it again’ Ben Dillard, DEATH CAB FOR CUTIE

Always simple& complete

Why visions failSet up frontNot Simple, Attainable, Measurable, EmotionalFiction not factTry to be perfectNot shared, lack of buy inNo one to bang the drumNot focused on usersLack a plan to deliver it

A good vision isNot set up frontSimple, Attainable, Measurable, EmotionalFact not fictionSometimes imperfectSharedBought intoChampionedFocused on usersHas a plan to deliver it

Simple

Finding the core“Turned out to be about making users feel good aboutputting things off” "When we thought about why people would use Things, we realised they had a lot on their plate. They wanted to achieve a lot and still feel in control. They needed to be able to capture a thousand items and yet not feel overwhelmed when they looked at the list. Things put a lot of effort into making sure theyd only see a handful of the most important things, but theyd be able to find all their other notes and reminders when they needed them. Jurgen Schweizer

Attainable‘A vision a stake in the sand on the horizon.You can’t get there today, but you can clearly see it in the distance.You can see the steps you take in either bringing you towards the vision or taking you away’.Jared Spool

Telling tales “An insured home and car owner, having just had a tree fall on their garage, will log into the site, explain the damage, upload pictures, and get initial claim approval to start temporary repairs and get a rental car – all within a few minutes. Within the next 24 hours, inspection appointments and a detailed damage assessment are scheduled and reviewed, and the repairs are underway within 48 hours. All the payments are handled electronically from the insurance company, with a single NET-60 bill sent to the policy holder for the deductibles.” Jared Spool

Measurable ‘A vision is a clearly articulated touchstone to help make choices during the design and development of a web site’ Jesse James Garrett

All about the map

Emotional Beauty Proficient Usable Reliable Functional

Vision frameworkSimple – express the coreAttainable – within reachMeasurable – against decisionsEmotional - connect with usersStory framework: Leading character Ambition Conflict Outcomes.

Vision workshopAimValidate insightOpen lines of communicationShape the vision. Dont create it!Build shared ownership through involvementGood workshopsAre well plannedHave ground rulesThe right people

Vision for Flickr

Start with a story So, youre on holidays in Cuba, taking lots of photos. Back at your hotel, you log onto Flickr, and quickly upload photos to share with friends back home. You easily tag, annotate and organise, before adding location. You’re careful not to share some photos. While on the site, you discover some hidden treasured from other users. Next day, you get notifications to say some people have commented on your photos. One contact has added a photo as a favourite, which is satisfying. A couple of nights later, you do the same, but add some more people to share with. Youre still surprised by the speed of upload, and how much space you get’.

Light the fuseImagine you’re a Flickr user. What are thequalities of the site that matter to you?Include the feeling associated with these qualities.Method: Post upFun, useful, innovative, progressive, trustworthy, prestigious,dynamic, responsive, friendly, simple, clear, distinctive, relevant,tailored, discovery, valued, connected, joined up, learn, personal,direct, show off, showcase, quick, helpful, define through photos,capture life, share moments, community, proud, explore, find,collect, own, copyright, remembrance, inspiration, nostalgic,curiosity, serendipity, surprise, delight, accessible, secure,stay in touch, find people, reliable, organised, safe,easy to use, unlimited.

Here’s a trickRemove the system qualitiesExperience qualitiesFun, innovative, progressive, trustworthy, prestigious, dynamic, friendly,distinctive, relevant, tailored, discovery, valued, connected, joined up,learn, personal, show off, showcase, quick, helpful, define throughphotos, capture life, share moments, community, proud, explore, find,collect, own, remembrance, inspiration, nostalgic, curiosity, serendipity,surprise, delight, stay in touch, find people, organised.System qualitiesUseful, responsive, simple, clear, direct, quick,accessible, secure, reliable, safe,easy to use, unlimited.

Hidden patternsAffinity mappingFun Discovery Unique MemoriesFriendly Surprise Innovative Define yourselfTrustworthy Delight Dynamic Define throughValued Serendipity Distinctive photosTailored Community Progressive Capture momentsPersonal Explore Prestigious RemembranceHelpful Connected NostalgicLearn Joined up CuriosityExcited Collect Record memoriesProud Find people Organise Stay in touch Share Show off Showcase Relevant

Hidden patternsAffinity mappingTrusted Social Intelligent Moments & memoriesFun Discovery Unique MemoriesFriendly Surprise Innovative Define yourselfTrustworthy Delight Dynamic Define throughValued Serendipity Distinctive photosTailored Community Progressive Capture momentsPersonal Explore Prestigious RemembranceHelpful Connected NostalgicLearn Joined up CuriosityExcited Collect Record memoriesProud Find people Organise Stay in touch Share Show off Showcase Relevant

PrioritiseDot votingTrusted Social Intelligent Moments & memoriesFun Discovery Unique MemoriesFriendly Surprise Innovative Define yourselfTrustworthy Delight Dynamic Photos defineValued Serendipity Distinctive Capture momentsTailored Community Progressive RemembrancePersonal Explore Prestigious NostalgicHelpful Connected CuriosityLearn Joined up Record memoriesExcited Collect OrganiseProud Find people Stay in touch Share Show off Showcase Relevant

Refine qualitiesBest fit: Define yourself through photosTrust that your photos are in good handsFeeling good about staying in touchExcited about discovering new thingsFun that comes with sharing photosPride from a good photoDelight in discoveryReward from people responsesExcitement created from notificationSatisfaction with keep on top of my photosComforted that my memories are capturesHappy with ease of showcasing photos

Vision template Vision Trusted, social, delightful, easy Insight People define themselves through photos Upload a photo, share a story, showcase your life, relive a memory, Themes discover the world Define, Trust, Discovery, Share, Find, Showcase, Qualities Stay in touch, Capture moments, Record memories, Relive So, youre on holidays in Cuba, taking lots of photos. Back at your hotel, you log onto Flickr, and quickly upload photos to share with friends back home. You easily tag, annotate and organise, before adding location. You’re careful not to share some photos. While on the site, you discover some hidden treasured from Story other users. Next day, you get notifications to say some people have commented on your photos. One contact has added a photo as a favourite, which is satisfying. A couple of nights later, you do the same, but add some more people to share with. Youre still surprised by the speed of upload, and how much space you get’. Upload, share, tag, annotate, organise, locate, set privacy, Goals explore, discover, notify, favourite, comment, contact, record Guiding principles Your photos are yours. In good hands. Photos look better here. It’s your stuff, you decide who sees it. Tension points Yahoo log in, speed of upload, social, out dated design Remembrance, inspiration, pride, curiosity, delight, nostalgia, fun, Emotions to evoke satisfaction, comfort, trust

ConclusionShare your inner most thoughts!Successful companies have a vision in commonDefine the experience upfrontCreating a vision can be dauntingWe need a standard wayA framework and template can helpTelling stories helps tooRemember, a vision is better late, than earlyIt’s a team effortFind a perfect vision or not, the journey is worthwhileEvery vision needs a planLastly . . .

Essential readingSimple and UsableWeb, mobile, and interaction design by Giles ColborneGamestormingA playbook for innovators, rulebreakers, and changemakers byDave Grey, Sunni Brown, James MacanufoUndercover User Experience DesignGreat UX with a tiny budget by Cennydd Bowles and James BoxBack of the NapkinSolve problems and sell ideas with pictures by Dan RoamMade to StickWhy some ideas take hold by Chip and Dan HeathStart with whyHow great leaders inspire by Simon Sinek

Thanks!Email me: alan@analog.coopPersonal site: http://alancolville.org/Work with me: http://analog.coop/Twitter: http://twitter.com/#!/alancolvilleFlickr: http://www.flickr.com/photos/alancolville/

Shoulders of giantsThanks toJane Ward, Richard Caddick, and Giles ColborneInspired byGiles Colborne, Jared Spool, Cindy Chastain, Jesse James Garrett

LinksJohnny Holland ‘What is an Experience Strategy’ http://johnnyholland.org/2009/06/04/what-is-an-experience-strategy/Cindy Chastain from Boxes & Arrows - Experience Themes - How a storytelling method canhelp unify teams and create better products. Slideshare (http://www.slideshare.net/cchastain/experience-themes-an-element-of-story-applied-to-design-1190389)Jared Spool The Experience Vision- http://www.uie.com/brainsparks/2006/05/31/the-experience-vision/Joe Lamantia from Beyond Findability - IA Summit 09 (http://2010.iasummit.org/talks/9693Making a User Experience Strategy Tangible by Catriona Cornetthttp://www.inspireux.com/2010/05/31/making-a-user-experience-strategy-tangible/?utm_source=twitterfeed&utm_medium=twitterFor more useful tips of facilitating a collaborative workshop visit Leisa Reichelts notes on herworkshop for facilitating workshops - http://www.disambiguity.com/uxdo-workshop-facilitation/How to fit story telling element in better by Sarah Doody- http://www.slideshare.net/sarahdoody/the-need-for-storytelling-in-user-experience-design-8999357

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A shared vision; the coordinating force behind great UX

by Alan Colville

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