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A shared vision; the coordinating force behind great UX
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A shared vision; the coordinating force behind great UX

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A shared vision is something that successful companies have in common. Apple CEO Steve Jobs’ stated their vision for the iPod was – “to make it so simple that people would actually use it”. ...

A shared vision is something that successful companies have in common. Apple CEO Steve Jobs’ stated their vision for the iPod was – “to make it so simple that people would actually use it”. Proven to work, yet little is known about what they are, when This presentation aims to answer all these questions.

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  • Telewest as a Product Manager, tasked with improving the user interface for DTV customers. A task that touched on every part of the business, from call centres to developers.\n\nAfter research, I discovered that the service was causing considerable dissatisfaction, resulting in people leaving. A new UI wouldn't cut it. It needed a complete overhaul. \n\nThe company needed to understand how bad it was. Then overcome the fear of change because:\n- Everything we'd done before was complex\n- Had needed fixing after release\n- Was irritatingly slow\n\nI needed to convince the company that this project was going to be different. Different in that it focused on the users of the service. To bring this new focus, I wanted to deliver something that was the opposite to what we'd done in the past by being Simple, Stable and Fast.\n\nThese three words became the guiding principle for every decision. I knew it was working when I was on a weekly conference call and the project manager was telling me that an idea had been dropped. She told me that it would have made it simpler and possible stabler, but not faster - so we're not going ahead with it, she said.\n\nThe stress fell away and the project started going right. Normally the company would have haemorrhaged money with every code release. This time, when we released the software, our support call volume was negligible. We saved 3 million on that alone.\n
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A shared vision; the coordinating force behind great UX A shared vision; the coordinating force behind great UX Presentation Transcript

  • 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