Everything we design, build, code, results in a a user having an experience with it no matter how deliberate or unintentional
Unintentional just happens, no particular intend, care or feeding (it’s always been that way)Moving from Unin to Self, just trying to make it better (based on what we know)Then Genius design occurs when you design for the same people over and over and begin to know what works for themMoving to Activity-Focused is when we design for users we haven’t seen before and look at specifics they need to accomplishFinally, Experience-focused allows us to understand how their activities interrelate and shows us gaps and pain pointsWorks great when you want to improve users experience in between activities(search, check out, compare)
How do you determine who you are designing for?
Understanding that no matter what
When relaying experiences in their memory or to others, people remember the best part of the experience (the delight) and the end of the experience.Understanding where these points fall in a customers experience is critical in understanding the ‘moments that matter’
From Brandon Schauer’s presentation at UI16 2011While you might not be able to do a competitive analysis, question the customer/client and have them tell you where they believe they ‘zag’Will help you focus on the differentiator the defines the experience
How do you start learning about a users total experience?
This process allows to break down how we approach learning about the problem & the users before we jump to solutions. This process is iterative and allows us to quickly cycle through multiple ideas quickly.
Based on the method proposed by Eric Ries in The Lean Start up, Think > Make > Check frames activities that help inform and quickly iterate in an idea to see if works. Fail fast
This process allows to break down how we approach learning about the problem & the users before we solution. This process is iterative and allows us to quickly cycle through multiple ideas quickly. Before embarking on any design problem. The team spends time thinking about the problem, before thinking about the solution.Who are we designing for? What do we know about our users? How do we learn about them?What is the problem we are trying to solve? What are the questions we need to answer in order to develop a solution
And where can you find users?
You need to get a sense for what types of experiences customers are having and where there pain points are
We know VCU has users that fit right into our desired design persona so we out into the wild to get reactions on the existing site, competitor sites and prototypes.
Set up shop in the VCU commons and talked with users.Users used their phones to interact with competitor sites and our prototypes. Ste and Nick were a little camera shy but spent time with people they found around campusWe took what we learned from observing and interviewing users and moved on to making something
story mapping is a way to build a map of user experienceShows the goals the users are trying to accomplishThe activities over time (a map of the experience)The tasks that are performed in an activityThe details solutions to each of the tasksVisible, can be shared with others. Building the ‘backbone’ the goals and activities is where you will see the user exerience lay out.Can be discussed and brings everyone to a shared understanding of what the experience looks like and what needs to be builtFits extremely well in Agile development shops.
story mapping is a way to build a map of user experience
1-2 hour session (can be longer depending on problem)Illuminate - Present the problem we are trying to solveSketch – Time boxed exercise (5 shetches in 10 min) Present ideas to the groupGroup critiques ideas/votes for favoritesIterate on best ideasUX designers inputImproves the understanding of the problem across other departments and stake holders.
We get people together and start getting ideas out. The design team will start sketching and discussing different ideasWe may conduct a Design Studio where we pull in a diverse group of people to help generate multiple ideas. Involving others outside the design teamallows the team to gain different perspectives on the problem and Get them more ideas to feed into the design process. Remember, if you invest too much time in your first design – You’re more likely NOT to let it go.
Dan Roam has a great book on developing your skills in drawing pictures to solve problems and communicate ideas
Using scissors and paper we evolved to static mockups
Multiple versions of pages can be quickly mocked up in either our prototyping tool Axure or coded in simple HTML. These prototype:simulate the functionality we want to testallows us to get users to interact and react to themAre disposable and cheap.
This process allows to break down how we approach learning about the problem & the users before we solution. This process is iterative and allows us to quickly cycle through multiple ideas quickly.
Enhances a team’s ability to discuss design and focus on explaining why your design solves the given problemHave you ever presented your work to a peer or collegue for their review? At your company, outside your company? With other refresh members?
Obviously, the way to be sure it works as you intended is get in front of users
Users interacted with our prototypes and we learned what worked well and what didn’t
We edit, and trim and modify what we built based on what we learned.If the teams feels like it, we’ll repeat the process again, and again if necessaryFor the Somersault mobile design, we repeated the cycle 3 times in 3 weeks.Here’s what we heard in our research
Ultimate Experiences in 5 Easy Steps Chris Eklund Flickr photo by damonlynch
“You cannot NOT have an experience.” - Lou Carbone, Experience Engineering
References/Sources Jeff Patton: http://agileproductdesign.com/blog/ Dan Roam: http://www.danroam.com/the-back-of-the-napkin/ Will Evans: http://uxmag.com/articles/introduction-to-design- studio-methodology Jared Spool: http://vimeo.com/20881152 Eric Reis: http://theleanstartup.com/