What's Next For UX?

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  • 1. What's Next for UX?
    Brad Gerstein
    VP and General Manager
    ThoughtMatrix, Chicago
    Chicago Interactive Design & Development (CIDD) Group
  • 2. 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
  • 3. 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
  • 4. Select Client List
  • 5. Recent Work
    Polycom
    SunPower
    Outbid
    Inspirity
    DocuSign
  • 6. 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
    +
  • 7. Explosive Growth in Mobile
    Smartphone Shipments to Eclipse
    PC/Notebooks Next Year
  • 8. Explosive Growth in Mobile
    Smartphone Mobile Access Exceeds
    PC/Notebook for Gen Y in 2010
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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!)
  • 14. 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
  • 15. Lean UX and Agile Make their Mark
    Major Corporations Using Agile
  • 16. Lean UX and Agile Make their Mark
  • 17. 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
  • 18. Mobile First
  • 19. 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
  • 20. Desktop vs. Mobile Browser
  • 21. 1000x650
    Pixels to Burn
    320x480
  • 22. Desktop vs. Mobile Browser
  • 23. 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
  • 24. 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
  • 25. Short Bursts of Activity
  • 26. Short Bursts of Activity
  • 27. Design for one handed touch
  • 28. 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
  • 29. 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
  • 30. New Opportunities
    Orientation
    Location
    Audio
    Video/Photo
  • 31. New Opportunities
    Orientation
    Location
    +
  • 32. Mobile Site vs. Native App
    vs.
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. Mobile Site vs. Native App
    vs.
  • 38. Embrace Lean UX
  • 39. Traditional Design Process is Broken
    The Traditional Process
    Discovery
    Design
    Implementation
    Testing
    Launch/Maintenance
  • 40. Traditional Design Process is Broken
    The Traditional Process
    Divided teams by role
    Poor communication
    Focused on deliverables not the product
    Slow
    Full of risks
  • 41. 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
  • 42. 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
  • 43. 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
  • 44. How to Implement Lean UX
    User Personas
    • Persona Workshops
    • 45. Develop Personas
    • 46. Write Persona Report
    • 47. Comparative Analysis
    Planning & Discovery
    • Conduct Field Research
    • 48. Gather Requirements
    • 49. Perform User Task Analysis
    • 50. Brand Research
    Develop IA
    • Design Information Architecture
    • 51. Create Clickable Models
    • 52. Iterate and Finalize Specifications
    • 53. Creative Brief
  • How to Implement Lean UX
    Planning & Discovery
    • Conduct Field Research
    • 54. Gather Requirements
    • 55. Perform User Task Analysis
  • How to Implement Lean UX
    Goals
    • Understand user goals and identify behavior patterns
    • 56. Obtain a 360° understanding of user roles
    • 57. Capture and document initial requirements of products and processes
    • 58. Perform a trends and best practices review
    Understanding Your User’s Environment
    Behavior
    Roles
    Req.’s
    Trends
  • 59. 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
    • 60. Develop Testing/Research Protocol
    • 61. Recruit Users
    • 62. Perform Ethnographic Studies
    • 63. Assemble & Analyze Data
    Goals
    • Testing Protocol
    • 64. Ethnography Report
    Behavior
    Roles
    Req.’s
    Trends
  • 65. How to Implement Lean UX
    Ethnographic Research Approach
    Benefits
    • Deep understanding of small group of users
    • 66. Rich insight into why users behave in certain way
    • 67. Allow observation of things that users themselves are not aware of, such as brand preferences, interaction models, et al
    • 68. Provide models of behavior, interaction, context, and goals
    • 69. Serve as foundation for information architecture models, interaction models, and personas
    Drawbacks
    • Cannot predict magnitude of findings in the population
    • 70. Trends can be generalized to the population
    • 71. But not statistically – e.g. whether 20% or 60% is unknown
    • 72. 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”
  • 73. How to Implement Lean UX
    Requirements Gathering
    • Obtain a nearly complete set of high level functional requirements
    • 74. Define core necessary features to explore in detail
    Activities
    • Content Application Audit
    • 75. Develop Requirements Roadmap
    • 76. Interview Stakeholders
    • 77. Develop Final Requirements Inventory
    Deliverables
    • Audit Results Report
    • 78. Requirements Roadmap
    • 79. Final Requirements Inventory
    • 80. Requirements Matrix
  • How to Implement Lean UX
    User Task Analysis
    • Map user behavior and attributes
    • 81. Define product more deeply, emphasis in user interactions
    Activities
    • Analyze & map task data
    • 82. Identify priority use cases
    • 83. Create user flows
    • 84. Write Task Analysis report
    Deliverables
    • Use Case Documentation
    • 85. User Task Flows
    • 86. Task analysis report
  • How to Implement Lean UX
    We have data, now what?
  • 87. How to Implement Lean UX
    Personas
    • Persona Workshops
    • 88. Develop Personas
    • 89. 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.
  • 90. 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
  • 91. How to Implement Lean UX
    Persona Development
    • Audit and review existing primary and secondary research
    • 92. Identify primary and secondary personas
    Activities
    • Persona Workshops
    • 93. Develop Personas
    • 94. Write Persona Report
    Deliverables
    • Primary persona documents
    • 95. Secondary persona documents
    Users
    Behavior
    Personas
    Apparent Patters
  • 96. How to Implement Lean UX
    Develop IA
    • Design Information Architecture
    • 97. Create Clickable Models
    • 98. 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
  • 99. How to Implement Lean UX
    Information Architecture
    Turning User Needs
    Into Interactions
    Goals
    • Define product/site architecture and core interaction 
    • 100. Create navigation schema
    • 101. Create interaction patterns of core UI modules and controls (widgets, tools, etc.)
    • 102. Create User Interface Templates
    Navigation
    Schematic
  • 103. How to Implement Lean UX
    Information Architecture
    • Define application structure
    • 104. Create navigation schema
    Activities
    • Develop preliminary Information Architecture
    • 105. Create mental models
    • 106. Create navigation schemas
    Deliverables
    • Preliminary clickable model
    • 107. Preliminary IA report
  • How to Implement Lean UX
    Interaction Design
    • Merge IA with tactical UI & interaction design
    • 108. Prototype over 80% of use cases
    • 109. Update requirements detail
    Activities
    • Develop detailed prototype
    Deliverables
    • Clickable product prototype
    Prototype »
  • 110. 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