Rethinking ux iue july 2010

Rethinking UX
What is the User Experience profession anyway and why are we doing this work?

Sort of, but not really
What's the core of what we do?Connect customers and companies to make stuff people love

A Story
Rewrite the story of Product Development

Why? Our World Has Changed
“Have to” Has Become “Want to”
Ownership
Ubiquity
Choice
…

Agile
XP, Scrum, Lean…

Agile and UX
Agile means thinking differently
Agile means changing behavior and mindsets
Agile + UX = BFF
We just don’t know it
It’s a UX dream come true:
Iterative and incremental design and development

Time for a new way of thinking

Not a Prescription
This is the rethinking part:
How do we serve our customers?
What’s their UX of working with us?
How involved and engaged are they?

History

What’s the Core
Connect customers and companies or customers and development teams

The Profession
What is the UX Profession anyway? And why are we doing this work?
Only measurements: Efficiency? Effectiveness? Satisfaction? Or more?
Beyond the product?
User Centered Design?
Information architecture?
Interaction Design?
Human factors?
Usability specialist?
Users or Customers?

I think we know - really
User Experience Research
And Design

Usability/UCD or Design?
Usability Maturity Model
Stage 1: Hostility Toward Usability
Stage 2: Developer-Centered Usability
Stage 3: Skunkworks Usability
Stage 4: Dedicated Usability Budget
Stage 5: Managed Usability
Stage 6: Systematic Usability Process
Stage 7: Integrated User-Centered Design
Stage 8: User-Driven Corporation

Design Is Never Done

Build to think
"Design thinking is inherently a prototyping process. Once you spot a promising idea, you build it. In a sense, we build to think."

What about Agile?

Comrades
While UX was convincing companies to design software for humans, software engineers were also trying to get companies to understand how to develop software

Agile and UX
Agile means thinking differently
Agile means changing behavior and mindsets
Agile + UX = BFF
We just don’t know it
It’s a UX dream come true:
Iterative and incremental design and development

Back to the Core

Our Value
Outward focus

More on Value
An understanding of how to capitalize on what we do know, find out about what we don’t
Research, data
Personas
Prototypes
A strong sense of collaboration
Everyone has a piece of the puzzle, let’s put them together
What tools do we have to help keep the focus on the customer?

What’s important?
When designing take this approach
Who before what
What before how
Ask “Why?” and “What’s the real problem?” liberally throughout
Test out the how with real people, often

Stop Building the Wrong Thing!

What does it take?

Organizational Transformation
Not about schedules and timelines
Is about customers and colleagues, problems and solutions
And delivering value

Out of the Echo Chamber

Leading Change
How many does it take to make a change happen?

Use Your Skills
What’s missing?
Who needs to be on board?
How can you help them?
A little WIFM goes a long way 
What experience can you create to facilitate understanding?
What experiences create empathy with customers?

What’s different?
Not about process
Not about methods
Not about metrics
These are TOOLS

Defy limitations
Keep it simple

What does it look like?
No more Feature driven development
Value driven, iterative, flexible, agile
Design thinking organization
Solve problems rather than create features
Provide value and emotional connections
Everyone has a piece of the puzzle – fit them together
Collaborate
User driven organization
Take it a step farther – watch users work, don’t just talk to them
Find problems they don’t even recognize and solve them
Innovate based on customer value

Value Driven Development
Iterative incremental development
Prototypes and visibility - get something valuable and complete to play with ASAP
Be willing to throw away code (or whatever) – “design” vs production code
Build the simplest thing that will work
Build value incrementally

Core Values

Our Values
Co-creation
Iterative design
Reflective process
Collaborative work
Integrative thinking
Common understandings
Everything is an experiment
Delivering on the promise of VALUE
Connecting customers and companies

How do we get there?
“Take the first step in faith…”
Martin Luther King

Starts with Education
How do we educate designers?
How do we educate developers?
How do we educate researchers?
How ‘bout the rest of the organization? product managers? marketing? sales? executives?
How do we educate ourselves?

Your take?
Where are you and what makes sense?

Questions?

Rethinking ux iue july 2010

by Barb Hernandez

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