Design for Product Managers
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Design for Product Managers



a tragic tale in three parts

a tragic tale in three parts



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Design for Product Managers Design for Product Managers Presentation Transcript

  • Dealing with Design A survival guide in three acts
  • When do you need a designer?
  • What are the flavors of designers?
  • Hiring & Vetting
    • What are my product’s goals and challenges?
    • What must users do/experience for us to win?
    • What competency must the designer have?
    • Where do I find them?
  • The Interview
    • Portfolio
      • Watch out for “we”
    • Design exercise
      • Same exercise for everyone
      • Short, and reveals thinking
      • Not about making a good design
    • Interview
      • How did you solve a similar problem?
      • What would you change about our product (if existing) or competitor
      • What’s your ideal job?
  • Working effectively with designers
    • Bring them in EARLY
    • Set clear priorities
    • Get the flows (or IA) first
    • Critique with goals, not solutions
    • Push respectfully forward
  • Ten reasons to kill your designer
    • "I did the best I could - there's only so much you do with..."
    • "Just tell me what you want and I'll make that."
    • “ Oh, that can't be done.”
    • “ Oh, but my idea is much better”
    • "Well you never told me it was supposed to be REALLY good!"
    • "Your database doesn't work with my design" or “Is all of this stuff really necessary?”
    • "That solution would be non-standard" or “Users don’t scroll.”
    • "I went to design school"
    • "Because it looked better.“
    • “ Trust me"
  • When it’s you
  • Layers of design
    • Base: User need/business need/tech options
    • Information Architecture and/ or Interaction Design
    • Interface Design
    • Graphic Design
  • Four Design Hacks
  • Participatory Card Sort
  • Running a successful card sort
      • 50-75 pieces of content (not categories!)
      • Provide as much information as possible while not overwhelming
      • Lay all content out on a large table, shuffled thoroughly
      • Provide blanks for category labels
      • Encourage thinking-out-loud
      • Be helpful, but do not suggest or advise. Play psychiatrist.
      • Collate results and look for patterns.
  • Scenarios and Task Analysis
  • Example Persona Scenario
  • Task analysis
      • Step by step breakdown of scenarios
      • Helps define interface/interaction needs
      • Flushes out potential opportunities for errors
  • Task analysis Purchasing a purse at might include the tasks: 1. locate purse 2. add purse to shopping cart 3. check out f. Review order “ CHECK OUT” BECOMES g. Finalize checkout e. Input payment d. Input billing address c. Input shipping address b. Sign in/sign up a. Select checkout
  • Task analysis And so on…
      • v. Input state (dropdown of standard abbreviations)
      • vi. Input country
    g. Finalize checkout
      • iv. Input street address
    e. Input payment
      • iii. Input street address
    d. Input billing address
      • ii. Input family name
    c. Input shipping address
      • i. Input first name
    b. Sign in/sign up d. Input billing address (prepopulate all fields from c.) a. Select checkout
  • Page Zoning
    • Table setting?
  • Title Content Viral features metadata Related content
  • Graphic design hacks
  • Minimalist Design
    • Only use one font. Preferably helvetica.
    • Only use three, maybe four sizes, all very very different.
    • Only use one color, with variations, and one “accent” color.
    • Turn on the grid (if you are using photoshop, etc)
    • Never align center.
    • Never use stock photography.
    • Have a hierachy
  • I am a serifed font I am sans-serif
  • I am Times New Roman Hey, I’m arial
  • niiiiiiice
  • Cheat
    • Patterns
    • Libraries
    • Odesk
    • Conference proceedings
    • You can’t buy taste
  • Research Beyond usability
  • Who does it?
      • Internal User Research Specialist
      • Outside Consultant
      • You
  • Why do it?
      • Know if the product meets user needs before you build it
        • Cheap to change a sketch
        • Affordable to change a Photoshop comp
        • Expensive to change fully coded product
        • Customer service expensive as well
  • Why do it?
      • Enable you to develop easy-to-use products
        • Satisfy customers
        • Decrease expenditures on technical support and training
        • Advertise ease-of-use successes
        • Improve brand perception
        • Ultimately increase market share
  • Who are the users of the system?
    • Start by collecting pre-existing information
      • Hunt down previous data (marketing demographics, surveys, past usability tests)
      • Hold stakeholder interviews
      • Conduct customer service interviews
  • Finding the end user
    • Recruiting
      • Develop a portrait of the user (a la the persona)
      • Develop a screener based on this
      • Recruit typical end users
        • Professional recruiter
        • Do it yourself
      • Offer a consideration: cash or a gift
      • Watch for ringers
        • Professional testers
        • Inarticulate users
  • Not the end user
        • Employees
        • Designers
        • Programmers
        • Market researchers
        • You
  • Three Research Hacks
  • Site visit
  • Site visit
  • Rules
    • Ask them to use your product, and “think aloud” while doing so
    • Take photos (with permission)
    • Record quotes
    • Note interruptions, accessory items, and social itneractions
  • Friends and Family Usability
  • OK, if
    • They are just like your target users
    • Unfamiliar (or typical familiarity) with product
  • Form of… usability test!
    • Set of tasks
    • Think aloud
    • Time tasks, if relevant
    • One more time– no hints, no leading questions
  • Paper Prototyping
  • Tools
  • Research Don’ts
    • Ask leading questions
    • Show people where things are
    • Let them get frustrated
    • Make them feel stupid
    • Take your own notes
    • Do focus groups
  • Research dos
    • Do it.
    • Any way
    • Do it
  • Organizations
    • These all hold excellent conferences. will be posting videos of last weekend’s conference shortly (including my talk on viral design).