UX Bristol 2012 - 'Designing UX without requirements' - presented by e3Presentation Transcript
Designing UX without requirements
Today• Why we‟re working on projects without requirements?• What this means to the way we work and the evolving role of UX• Techniques we use to define a proposition without requirements• Some exercises to get your brains working
Who are we?
Why we‟re talking about this?
It used to be client led Client defines objectives and requirements We deliver strategy/UX/design/build
Times have changed..• Clients don‟t always know their detailed requirements – know their business, we know digital• Work with them to define the proposition• Client engagement – Want to see what „it could be‟ before we define exactly „what it is‟ – Bringing UX into the process earlier
No requirements Client defines - challenge Agree high level objectives Collaborative – client/internally proposition Define Collaborative idea/proposition generation Define the „must haves‟ Visualise ideas to get client sign off We deliver - UX/design/build
Evolve process…• How we go about generating ideas around the proposition with the client – Not about standard Q&A and brainstorming – Bring out the best - clients and digital – Driving innovation is key in ensuring it doesn‟t become „the same old stuff‟• Strategy/UX/creative/tech all define the experience That‟s the focus of today.
Generating creative ideas together
“Creativity is just connecting things” Steve Jobs
Flipbook• Draw on a 2 pools of different „elements‟ to stimulate thinking around a new (and slightly bizarre) concept• Makes unfamiliar connections between familiar possibilities• Helps explores new areas of thinking
Brainwriting• Ideas recorded on paper in a set amount of time, passed on• Produces lots of ideas quickly• Good way to get ideas from everyone (shy, political)• Can be used at any phase of product development
6-3-5• Similar to Brainwriting but you are asked to write down 3 ideas in a fixed amount of time before passing on• The innovative potentials of a group can be used• It is useful if there are conflicts in the group• Ideas can be systematically developed further in the session
Superhero• Role-play technique that encourages participants to think broadly around a specific problem using their characters particular traits (real or fictional)• Fun and engaging activity suited to early stage idea generation• Superpowers can be traits from personas, insights or characters
AnalogicalReasoning• Analogy is a basic human reasoning process, based on a fundamental process of human thinking, to remember similarities and to transfer them to a given problem or situation and find an adequate solution.
Over to you…
The task Use some of these techniques togenerate some ideas around a „real life‟ project
The brief• National Trust• Support their standard summer push to drive foot fall• Change people‟s perceptions of National Trust• Reach a new audience through use of social (ideally 20-30 year olds)• Open for us to suggest use of properties or host events
Flipbook What does the What do our „British Summer‟ target audience mean to you do online/ digitally? e.g. Sunsets e.g. Video on demand
Round 1• Must use your 2 flipbook categories plus a National Trust venue• 2 ideas (if you can)… around 5 words for each• Any ideas - don‟t have to be digital• Write your ideas in the top row• 3 mins….GO!
Round 2• Read the previous ideas• 2 more ideas… around of 5 words• Based on the categories on the top of your new sheet• 3 mins…
Round 3• Refining the ideas against objective• Choose a single idea - circle it• How would this drive footfall to National Trust?• 3 mins…
Your ideas• Each share your final idea with your group• Agree on „the best‟• Be prepared to share it in less than 30 seconds with the wider group• 5 mins…
Your award winning ideas
Proposition Client defines - challenge Agree high level objectives Collaborative – client/internally proposition Collaborative idea/proposition generation Define Define the „must haves‟ Visualise ideas to get client sign off We deliver - UX/design/build
„My Great British Day Out‟ Create and win your Great British Day Out with the National Trust.
Campaign Mood board
Deliver the brief Campaign objective Drive visits to National Trust properties It must Create Change perception Appeal to new Easy to Must WANT awareness of National Trust audience engage to share itProposition Online Facebook a Be Provide NT Fun and key unexpected with some engaging platform for control audience Refined idea
Refined idea• Facebook app• Create your own unique day out• Inspire users with National Trust locations• You invite your friends to drive awareness• Sharing and voting
ScampsUX & creativeworking togetherto sell idea.r tosell the idea
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