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What's Next For UX?
 

What's Next For UX?

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    What's Next For UX? What's Next For UX? Presentation Transcript

    • What's Next for UX?
      Brad Gerstein
      VP and General Manager
      ThoughtMatrix, Chicago
      Chicago Interactive Design & Development (CIDD) Group
    • My Background
      Graduated with a Masters in Architecture at Tulane University in ’95
      Quickly switched to being a web designer in ’96
      Went back to school for a MFA with an emphasis on New Media at Art Center College of Design and graduated in 2000
      Caught on to User Experience in 2000
      Joined a new digital agency called Decision Counsel in 2003
      Lead the creative team
      Built our UX and Development teams
      Expanded the firm to NY, Las Vegas and Chicago
      Joined ThoughtMatrix last October to expand the business in the Midwest with offices in Chicago
    • What is ThoughtMatrix
      ThoughtMatrix is a digital marketing and technology services firm focused on creating engaging and immersive digital experiences. We serve diverse organizations defining strategies and finding innovative ways to build and improve the way they connect with their constituents.
      Content Management
      Web Design
      Marketing Strategy
      Social Media
      Mobile
      eCommerce
    • Select Client List
    • Recent Work
      Polycom
      SunPower
      Outbid
      Inspirity
      DocuSign
    • User Experience is Changing
      Two major trends in technology are changing the way the design industry and our clients look at the UX design process
      +
    • Explosive Growth in Mobile
      Smartphone Shipments to Eclipse
      PC/Notebooks Next Year
    • Explosive Growth in Mobile
      Smartphone Mobile Access Exceeds
      PC/Notebook for Gen Y in 2010
    • Explosive Growth in Mobile
      Why?
      Great combination of connectivity, ubiquity and data
      More and more people are going mobile first, especially in international markets
      Mobile users are engaged
    • Lean UX and Agile Make their Mark
      Lean UX has been a successful approach allowing start-ups to get to market quickly with a minimum viable product
    • Lean UX and Agile Make their Mark
      Lean Startup
      Coined by entrepreneur and blogger Eric Ries
      Inspired by Japanese lean manufacturing
      Lean Startup is about testing your ideas with customers as early and often as possible
    • Lean UX and Agile Make their Mark
      What is Lean UX?
      “Inspired by Lean Startup and Agile development theories, it’s the practice of bringing the true nature of our work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed.”
      -Wikipedia
    • Lean UX and Agile Make their Mark
      What is Agile?
      Individuals and interactions over processes and tools
      Working software over comprehensive documentation
      Responding to change over following a plan (no ganttcharts!)
    • Lean UX and Agile Make their Mark
      Agile Development Process
      Focus on product not deliverables
      Create just enough design to get started
      Build a prototype
      Test with users often
      Validate and move on
      Momentum keeps teams engaged
      Reduces risks inherent in the typical waterfall process
      Walls between teams
      Lack of collaboration
      Only verify at the end
    • Lean UX and Agile Make their Mark
      Major Corporations Using Agile
    • Lean UX and Agile Make their Mark
    • Graduated with a Masters in Architecture at Tulane University in ’95
      Quickly switched to being a web designer in ’96
      Went back to school for a MFA with an emphasis on New Media and graduated in 2000
      Have worked
      So how do UX designers respond?
      Insist on Developing for Mobile First
      Embrace the Lean UX Design Process
    • Mobile First
    • Mobile First
      Constraints require you to focus on the core value of your offering creating a better user experience
      Limited screen space
      Focus on key actions first
      Short bursts of interaction
    • Desktop vs. Mobile Browser
    • 1000x650
      Pixels to Burn
      320x480
    • Desktop vs. Mobile Browser
    • Design for a Variety of Screen Sizes
      Palm Pre 320x480 3.1in 186ppi
      iPhone 320x480 3.5in 164ppi
      iPhone4 640x960 3.5in 329ppi
      Droid 480x854 3.7in 264ppi
      HTC Desire 480x800 3.7in 252ppi
      Nokia N900 800x480 3.5in 266ppi
    • Design for a Variety of Screen Sizes
      Know your target audience
      Create a default reference design
      Define rules for content and responsive design
      Source: http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
    • Short Bursts of Activity
    • Short Bursts of Activity
    • Design for one handed touch
    • Design for One Handed Touch
      Apple recommends a touch target size of 44px x 44px
      Calculator App is a great guide
      Check out http://www.mobilexweb.com/blog/ui-guidelines-mobile-tablet-design for all mobile and tablet specs
    • Design for One Handed Touch
      Touch gestures allow users to interact directly with content
      Reduces the need for extraneous navigation and puts content front and center
      Supported by all mobile platforms and HTML5
      Remember no hovers for touch
    • New Opportunities
      Orientation
      Location
      Audio
      Video/Photo
    • New Opportunities
      Orientation
      Location
      +
    • Mobile Site vs. Native App
      vs.
    • Mobile Site
      Why Mobile Web?
      Cost of Development
      Leverage existing infrastructure and tech if you have a web product
      Develop once for multiple platforms
      Cost of Change
      Expect to iterate
      HTML resources are cheaper
      Ease of Adoption
      Easier to drive web traffic to mobile web
      Build a user base then launch app and to drive it up from app store obscurity
    • Mobile Site
      Why Mobile Web?
      Time to Market
      Cheaper to build
      Cheaper to iterate
      Makes speed and option
      Addressable Market
      iOS used to dominate 90% of the market
      Trending toward 30% iOS, 30% Android, 30% + other
      Control
      Release new features, bug fixes, etc whenever
    • Native App
      Why Native App?
      Access to OS Features
      Geolocation
      Appcache
      Local Storage
      3D
      Accelerometer
      Microphone
      Light sensors
      And more…
      Performance
      Native apps are faster
      Even on WebOS
      Consistency
      HTML5 is not standardized yet
      Big difference in capabilities
    • Native App
      Why Native App?
      App Store
      Distribution
      Sell your app
      Virtual goods
      In app purchases
      Gaming
      OpenGL
      3D acceleration
      Large assets
      Media Centric Apps
      Is your app oriented around images/video
      Native still has an edge
    • Mobile Site vs. Native App
      vs.
    • Embrace Lean UX
    • Traditional Design Process is Broken
      The Traditional Process
      Discovery
      Design
      Implementation
      Testing
      Launch/Maintenance
    • Traditional Design Process is Broken
      The Traditional Process
      Divided teams by role
      Poor communication
      Focused on deliverables not the product
      Slow
      Full of risks
    • Embracing Lean UX
      A New Mindset for UX Designers
      Focus on the product not deliverables
      Create just enough design to get started
      Validate your ideas through prototypes and user testing
      Get used to refining design as you iterate
      Designers still own the vision
      Still control consistency
      Integrity of design
    • Embracing Lean UX
      Educating Clients
      If clients embrace UX than Lean UX is not much of a stretch
      Aligns designers and client on the result rather than the process
      Not slaves to the process
      Process is not a differentiator
      But results are!
      Reduces risk
      Allows for more input
      Different approach to pricing
      More resource intensive
      Less deliverable focused
      More flexible
    • Embracing Lean UX
      Educating Clients
      Not for every project
      Best for highly interactive work or complex flows
      Not for brochure-ware
      Not for ad creative
    • How to Implement Lean UX
      User Personas
      • Persona Workshops
      • Develop Personas
      • Write Persona Report
      • Comparative Analysis
      Planning & Discovery
      • Conduct Field Research
      • Gather Requirements
      • Perform User Task Analysis
      • Brand Research
      Develop IA
      • Design Information Architecture
      • Create Clickable Models
      • Iterate and Finalize Specifications
      • Creative Brief
    • How to Implement Lean UX
      Planning & Discovery
      • Conduct Field Research
      • Gather Requirements
      • Perform User Task Analysis
    • How to Implement Lean UX
      Goals
      • Understand user goals and identify behavior patterns
      • Obtain a 360° understanding of user roles
      • Capture and document initial requirements of products and processes
      • Perform a trends and best practices review
      Understanding Your User’s Environment
      Behavior
      Roles
      Req.’s
      Trends
    • How to Implement Lean UX
      Conduct Field Research
      • Goal: Obtain a basis of data to support a user-centered design process
      Understanding Your Users Environment
      Activities
      • Select Primary User Segments
      • Develop Testing/Research Protocol
      • Recruit Users
      • Perform Ethnographic Studies
      • Assemble & Analyze Data
      Goals
      • Testing Protocol
      • Ethnography Report
      Behavior
      Roles
      Req.’s
      Trends
    • How to Implement Lean UX
      Ethnographic Research Approach
      Benefits
      • Deep understanding of small group of users
      • Rich insight into why users behave in certain way
      • Allow observation of things that users themselves are not aware of, such as brand preferences, interaction models, et al
      • Provide models of behavior, interaction, context, and goals
      • Serve as foundation for information architecture models, interaction models, and personas
      Drawbacks
      • Cannot predict magnitude of findings in the population
      • Trends can be generalized to the population
      • But not statistically – e.g. whether 20% or 60% is unknown
      • However, anecdotally, strong trends tend to be strong statistically
    • How to Implement Lean UX
      Validity of N (Small Groups) in Usability Studies
      Demonstrates value of small-n sample sizes
      With single test user, learn almost 1/3 of all there is to know about the usability of the design
      With second test user, discover some overlap with first user, but also some new observations - so add a bit more insight
      With third user, will observe many things seen with first and second users, and less incremental new data
      As you add more and more users, you learn less and less
      “After the fifth user, you are wasting your time by observing the same findings repeatedly but not learning much new”
    • How to Implement Lean UX
      Requirements Gathering
      • Obtain a nearly complete set of high level functional requirements
      • Define core necessary features to explore in detail
      Activities
      • Content Application Audit
      • Develop Requirements Roadmap
      • Interview Stakeholders
      • Develop Final Requirements Inventory
      Deliverables
      • Audit Results Report
      • Requirements Roadmap
      • Final Requirements Inventory
      • Requirements Matrix
    • How to Implement Lean UX
      User Task Analysis
      • Map user behavior and attributes
      • Define product more deeply, emphasis in user interactions
      Activities
      • Analyze & map task data
      • Identify priority use cases
      • Create user flows
      • Write Task Analysis report
      Deliverables
      • Use Case Documentation
      • User Task Flows
      • Task analysis report
    • How to Implement Lean UX
      We have data, now what?
    • How to Implement Lean UX
      Personas
      • Persona Workshops
      • Develop Personas
      • Write Persona Report
    • How to Implement Lean UX
      Creating Personas
      Behavioral patterns observed during interviews with key audiences are derived, documented, and “packaged” in a persona.
      Users
      Behavior
      Personas
      Apparent Patters
      Gaps in behavioral and user data are filled by supplemental research and data provided by other data channels, such as existing research and site analytics.
    • What is a Persona Anyway?
      Personas are hypothetical archetypes, or "stand-ins" for actual users that drive the decision making for interface design projects
      Personas are not real people, but they represent real people throughout the design process
      Although personas are imaginary, they are defined with significant rigor and precision.
      Names and personal details are made up for personas to make them more realistic
      Personas are defined by their goals
      Interfaces are built to satisfy personas' needs and goals
    • How to Implement Lean UX
      Persona Development
      • Audit and review existing primary and secondary research
      • Identify primary and secondary personas
      Activities
      • Persona Workshops
      • Develop Personas
      • Write Persona Report
      Deliverables
      • Primary persona documents
      • Secondary persona documents
      Users
      Behavior
      Personas
      Apparent Patters
    • How to Implement Lean UX
      Develop IA
      • Design Information Architecture
      • Create Clickable Models
      • Iterate and Finalize Specifications
    • How to Implement Lean UX
      Transitioning Discovery to IA
      • Synthesize goals
      Experience goals: How does the persona expect to experience the product?
      Business goals: Concrete expected results of tasks
      Goal-Directed Design
      Layout
      IA
      Discovery
      Personas
    • How to Implement Lean UX
      Information Architecture
      Turning User Needs
      Into Interactions
      Goals
      • Define product/site architecture and core interaction 
      • Create navigation schema
      • Create interaction patterns of core UI modules and controls (widgets, tools, etc.)
      • Create User Interface Templates
      Navigation
      Schematic
    • How to Implement Lean UX
      Information Architecture
      • Define application structure
      • Create navigation schema
      Activities
      • Develop preliminary Information Architecture
      • Create mental models
      • Create navigation schemas
      Deliverables
      • Preliminary clickable model
      • Preliminary IA report
    • How to Implement Lean UX
      Interaction Design
      • Merge IA with tactical UI & interaction design
      • Prototype over 80% of use cases
      • Update requirements detail
      Activities
      • Develop detailed prototype
      Deliverables
      • Clickable product prototype
      Prototype »
    • Thank You!
      @iambradgerstein
      Brad Gerstein
      linkedin.com/gersteinb
      brad@thought-matrix.com
      San Francisco Office
      The Flood Building
      870 Market St.
      Suite 642
      San Francisco, CA 94102
      Phone: 415.217.0009
      Fax: 925.886.4601
      Chicago Office
      Two Prudential Plaza
      180 North Stetson
      Suite 3500
      Chicago, IL 60601
      Phone: 312.268.5731
      Fax: 312.268.5801