Session	
  6B	
  -­‐	
  Solving	
  the	
  UX	
  Puzzle
Giorgio	
  Venturi
User	
  Experience	
  Lead	
  at	
  blinkbox
gio...
Doing UX is
like solving a
puzzle…
Doing UX is
like solving a
puzzle…

… so many little
pieces that
need to fit
together
… my story …
UCD
? ADOPTION
design techniques
research methods
UCD
? ADOPTION
design techniques
research methods
management

communication
UCD
? ADOPTION
design techniques
research methods
management
UX KPIs
senior
support

competitor
analysis

communication
in...
left research
(2005)

work for
digital & service design
agencies
left research
(2005)

work for
digital & service design
agencies
theTeam

Fjord

LBi
(2010)

Closertag
left research
(2005)

work for
digital & service design
agencies
theTeam

Fjord

LBi
(2010)

Closertag
(2012)

in-house
bl...
What I loved
•
•
•

Variety
Fast pace
Stimulation
But…
… I saw very little
UCD along the way
early focus
on
users

early
prototyping

active
user
participation
continuous
iteration
holistic
perspective
The client/agency
engagement model is broken

•

No much chance of
understanding user needs

•

Limited iteration
Brief

Launch
Evaluation

Client

back to
Start

Agency
Ideation
Design concepts

Development

Design execution
Client

Agency
This is your engagement span
Brief

Launch
Evaluation

Client

back to
Start

Agency
Ideation
Design concepts
Research

Development

Design execution
Brief

Launch
Evaluation

Client

back to
Start

Test
Prototype

Agency
Ideation
Design concepts
Research

Development

De...
Brief

Launch
Evaluation

Client

back to
Start

Test
Prototype

Agency
Ideation
Design concepts
Research

Development

De...
Brief

Launch
Evaluation

Client

back to
Start

?

Test
Prototype

Agency
Ideation
Design concepts
Research

Development
...
… not great if you are
doing UX agency-side

•
•

Superficial learning
Project fatigue
Other people said…
Ross-Popow Walker
UX Design at Digital Agencies is F*cked

Lisa Reichelt
Client/Agency Engagement is F*...
Brief

Launch
Evaluation

Client

back to
Start

Agency
Ideation
Design concepts

Development

Design execution
Brief

Launch
Evaluation

in-house

back to
Start

Ideation
Design concepts

Development

Design execution
Brief

Launch
Evaluation

in-house

back to
Start

Ideation
Design concepts

Development

Design execution
Doing UCD in-house
•
•

Longer engagement span

•

More iterations

Deeper understanding of the
user & activities
Build

Learn

Measure
Brief

Launch
Evaluation

in-house

back to
Start

Ideation
Design concepts

Development

Design execution
Brief

Launch
Evaluation

in-house

back to
Start

Ideation
Design concepts

Development

Design execution
Doing UCD in-house
•
•

Longer engagement span

•
•

More iterations

Deeper understanding of the
user & activities
Less d...
What is our
relationship with PM?

UX

PM
overlap
Separation of Marketing and
Product disciplines

Marketing
Comms
CRM
Social Media

Product
UX
VD
PM
Separation of Marketing and
Product disciplines

Customers

Marketing
Comms
CRM
Social Media

Product
UX
VD
PM
Personal challenges
in doing in-house UX
•
•

Monotony
Can generate tunnel-vision
agency vs. in-house
Pros

Cons

•

in-house

Variety
Fast-pace
Stimulation

•

agency

•
•
•

Longer engagement

understan...
Unique opportunity
•

Create a User Experience
culture
UCD
? ADOPTION
design techniques
research methods
management
UX KPIs

communication
inside-in

senior
support

inside-out
I’m still a big UCD fan
its principles
go to the roots
of what I believe
is right
serve
the user

bridge
the gap
between p...
3 guiding principles
•
•
•

Leave your ego at the door
Build your empathy
Weave a UX culture into the
organisation
Thank you
UCD 2013 solving the UX puzzle
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UCD 2013 solving the UX puzzle

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After 12 years spent learning, practising, researching, teaching, managing and evangelising User Centred Design, I believe our discipline is in a state of flux. This presentation examines at best/bad practices in our field, both agency and client side; it will also discuss the meaning of UX in a broader context.

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UCD 2013 solving the UX puzzle

  1. 1. Session  6B  -­‐  Solving  the  UX  Puzzle Giorgio  Venturi User  Experience  Lead  at  blinkbox giorgio.venturi@gmail.com   @gventuri  #uxpuzzle   @ucduk  #ucd2013   syntagm
  2. 2. Doing UX is like solving a puzzle…
  3. 3. Doing UX is like solving a puzzle… … so many little pieces that need to fit together
  4. 4. … my story …
  5. 5. UCD ? ADOPTION design techniques research methods
  6. 6. UCD ? ADOPTION design techniques research methods management communication
  7. 7. UCD ? ADOPTION design techniques research methods management UX KPIs senior support competitor analysis communication inside-in inside-out
  8. 8. left research (2005) work for digital & service design agencies
  9. 9. left research (2005) work for digital & service design agencies theTeam Fjord LBi (2010) Closertag
  10. 10. left research (2005) work for digital & service design agencies theTeam Fjord LBi (2010) Closertag (2012) in-house blinkbox
  11. 11. What I loved • • • Variety Fast pace Stimulation
  12. 12. But…
  13. 13. … I saw very little UCD along the way
  14. 14. early focus on users early prototyping active user participation continuous iteration holistic perspective
  15. 15. The client/agency engagement model is broken • No much chance of understanding user needs • Limited iteration
  16. 16. Brief Launch Evaluation Client back to Start Agency Ideation Design concepts Development Design execution
  17. 17. Client Agency This is your engagement span
  18. 18. Brief Launch Evaluation Client back to Start Agency Ideation Design concepts Research Development Design execution
  19. 19. Brief Launch Evaluation Client back to Start Test Prototype Agency Ideation Design concepts Research Development Design execution
  20. 20. Brief Launch Evaluation Client back to Start Test Prototype Agency Ideation Design concepts Research Development Design execution
  21. 21. Brief Launch Evaluation Client back to Start ? Test Prototype Agency Ideation Design concepts Research Development Design execution
  22. 22. … not great if you are doing UX agency-side • • Superficial learning Project fatigue
  23. 23. Other people said… Ross-Popow Walker UX Design at Digital Agencies is F*cked Lisa Reichelt Client/Agency Engagement is F*cked, Waterfall UX Design is a Symptom
  24. 24. Brief Launch Evaluation Client back to Start Agency Ideation Design concepts Development Design execution
  25. 25. Brief Launch Evaluation in-house back to Start Ideation Design concepts Development Design execution
  26. 26. Brief Launch Evaluation in-house back to Start Ideation Design concepts Development Design execution
  27. 27. Doing UCD in-house • • Longer engagement span • More iterations Deeper understanding of the user & activities
  28. 28. Build Learn Measure
  29. 29. Brief Launch Evaluation in-house back to Start Ideation Design concepts Development Design execution
  30. 30. Brief Launch Evaluation in-house back to Start Ideation Design concepts Development Design execution
  31. 31. Doing UCD in-house • • Longer engagement span • • More iterations Deeper understanding of the user & activities Less documentation, more collaboration
  32. 32. What is our relationship with PM? UX PM overlap
  33. 33. Separation of Marketing and Product disciplines Marketing Comms CRM Social Media Product UX VD PM
  34. 34. Separation of Marketing and Product disciplines Customers Marketing Comms CRM Social Media Product UX VD PM
  35. 35. Personal challenges in doing in-house UX • • Monotony Can generate tunnel-vision
  36. 36. agency vs. in-house Pros Cons • in-house Variety Fast-pace Stimulation • agency • • • Longer engagement understanding user needs Limited iteration Superficial learning Project fatigue Deeper understanding • No much chance of • • • of users & activities span More iterations Less documentation Deeper collaboration • • • • • Monotony Can generate tunnel vision
  37. 37. Unique opportunity • Create a User Experience culture
  38. 38. UCD ? ADOPTION design techniques research methods management UX KPIs communication inside-in senior support inside-out
  39. 39. I’m still a big UCD fan its principles go to the roots of what I believe is right serve the user bridge the gap between people and technology help people achieving things unimaginable 10-15 years ago
  40. 40. 3 guiding principles • • • Leave your ego at the door Build your empathy Weave a UX culture into the organisation
  41. 41. Thank you
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