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People & Process (Euro IA 2012) with Birgit Geiberger
 

People & Process (Euro IA 2012) with Birgit Geiberger

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People in the field of user experience are taught that empathy for the end-user is the holy grail. We believe that, by studying your fellow project team members and identifying their needs, you can ...

People in the field of user experience are taught that empathy for the end-user is the holy grail. We believe that, by studying your fellow project team members and identifying their needs, you can develop another type of empathy, one that may prove to be more important for business success.
We will explain the concept of communication styles, help you identify your own style and that of co-workers. By walking you through the extended user experience design process and introducing stereotypes of the people you will meet on the way, we will show you how to adapt your style to others, to ensure you will be heard during the process

(Presented at Euro IA, on September 28, 2012, with Birgit Geiberger)

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People & Process (Euro IA 2012) with Birgit Geiberger People & Process (Euro IA 2012) with Birgit Geiberger Presentation Transcript

  • People & Process Euro IA, Rome September 27-29, 2012
  • People & Process Birgit Geiberger & Peter Boersma
  • 16 years professional experience design & branding functionality & aesthetics business & user goals people management international experience IxDA regional coordinator EU & Africa Birgit GeibergerCreative Director UX · Visual & Interaction Designer Freelance · @birgitgcom
  • 17 years professional experience user research requirements analysis concept design detailed design & prototype usability evaluation presents & teaches Peter BoersmaInteraction Designer · Design Process Consultant Freelance · @pboersma
  • Evaluation typical Research User-Centered Design Design
  • Business these also influence the Product User Experience StrategyEvaluation typical Research User-Centered Design Design
  • Business these also influence the Product User Experience Strategy ProcessEvaluation typical Research User-Centered Design Design
  • Lets explore these elements ofthe UX process by looking at:Who do you meet?What are their deliverables?How can you contribute to them?
  • Business Product Strategy ProcessEvaluation typical Research User-Centered Design Design
  • People like youWHO?
  • PersonaWHAT?
  • MoodboardWHAT?
  • Card SortWHAT?
  • SketchesWHAT?
  • Concept MapWHAT?
  • ScreenflowWHAT?
  • WireframeWHAT?
  • InfographicsWHAT?
  • PrototypeWHAT?
  • PrototypeWHAT?
  • StyleguideWHAT?
  • Usability TestWHAT?
  • Business Product Strategy ProcessEvaluation Research Design
  • ProcessHOW?
  • na AP er so EM P I T S ir e- wire fr ame qu ts re n s usabi e lity m test en design proto- re Sc W principles LO Process ty p eHOW? F
  • ire- design wire proto- r equ ts principles fr ame n type me s a AP son TE M usabi lity Per SI n test ree Sc W FLO ProcessHOW?
  • ire- design wire proto- r equ ts principles fr ame n type me s user concept detailed prototype & research design design evaluate a AP son TE M usabi lity Per SI n test ree Sc W FLO ProcessHOW?
  • ProcessHOW?
  • ProcessHOW?
  • ProcessHOW?
  • ProcessHOW?
  • ProcessHOW?
  • ProcessHOW?
  • ProcessHOW?
  • ProcessHOW?
  • ProcessHOW?
  • ProcessHOW?
  • Business these also influence theProduct User Experience Strategy ProcessEvaluation Research Design
  • Business Product Strategy ProcessEvaluation Research Design
  • Account ManagerWHO?
  • PitchWHAT?
  • For (target customers) who are dissatisfied with (the current market), our product/service is (a new product/service) that provides a solution to (key customer problems). Unlike (the product alternative), we have PitchWHAT? (differentiating attributes).
  • For(target customers)who are dissatisfied with(the current market),our product/service is(a new product/service)that provides a solution to(key customer problems).Unlike(the product alternative),we have(differentiating attributes).
  • For who is the target(target customers) audience?who are dissatisfied with(the current market),our product/service is what experiences(a new product/service) are compelling tothat provides a solution to them?(key customer problems).Unlike how is your(the product alternative), offering differentwe have from competitors?(differentiating attributes).
  • EstimateWHAT?
  • assuming we design 5 complex wireframes + 5 medium wireframes + 15 components we estimate we need 320 hours (5x16 + 5x12 + 15x12) but we don’t know the developer’s documentation needs EstimateWHAT?
  • assumingwe design5 complex wireframes+ 5 medium wireframes+ 15 componentswe estimatewe need 320 hours(5x16 + 5x12 + 15x12)butwe don’t knowthe developer’sdocumentation needs
  • assumingwe design5 complex wireframes+ 5 medium wireframes+ 15 components assumptionswe estimatewe need 320 hours calculations(5x16 + 5x12 + 15x12) (explanations)butwe don’t know risksthe developer’sdocumentation needs
  • Speak the languageHOW?
  • XHOW? Find the treasure
  • Show Apple productsHOW?
  • Help make decisionsHOW?
  • Business Product Strategy ProcessEvaluation Research Design
  • Strategy 1. Who 2. What 3. How Brand ManagerWHO?
  • Know Your EnemyHOW?
  • BusinessProduct Strategy ProcessEvaluation Research Design
  • Manage 1. Who 2. What 3. How Product ManagerWHO?
  • WHAT? Scope
  • essential quick win winner! easy hard repair qualityWHAT? contributes
  • WHAT? Optimize
  • WHAT? Optimize
  • 28% better
  • RoadmapHOW?
  • Area Area Area Area Area RoadmapHOW?
  • release release progress progress Area Area progress progress progress Area Area Area RoadmapHOW?
  • release release release release progress progress progress progress Area progress progress Area progress progress progress progress Area Area Area RoadmapHOW?
  • Business these also influence the Product User Experience Strategy ProcessEvaluation typical Research User-Centered Design Design
  • From Process to People• UX Process is more than user-centered design• UCD’s “empathy for the end-user” is not enough• We should develop empathy for all characters that live in the world of User Experience• For that, we need to learn to communicate with all kinds of people
  • Communication is influenced by
  • observable behavior ( verbal, vocal & visual )
  • The Social Style Model The Social Style Model is Trademark of the Tracom Group
  • The Social Style ModelDavid Merrill found that people display consistent observable behaviors,and that others consistently agree on words to describe each behavior. The Social Style Model is Trademark of the Tracom Group
  • What are Social Styles?• Behavioral patterns that others can observe• Based on the "outside" of a person (verbal, vocal, visual)• Social Styles do not try to interpret what the intentions are: the "inside" of a person (thoughts, character or personality assessment)
  • What can you learn fromSocial Styles?• Get to know your personal style & gain an understanding of how you are perceived by others• Learn about different styles & their behavior• Learn to optimize your communication & understand why people talk to us the way they do• Learn to not let your typical behavioral preferences lead to a failure in communication• Learn to appreciate the value of the different styles with their strengths & qualities
  • Indirect Direct
  • Indirect Direct
  • OpenIndirect Direct Guarded
  • OpenIndirect Direct Guarded
  • Open Relator Socializer Amiable Style Expressive StyleIndirect Direct Thinker Director Analytical Style Driver Style Guarded
  • OpenIndirect Direct Guarded
  • Open People orientedIndirect Direct Guarded
  • OpenIndirect Direct Guarded
  • OpenIndirect Direct Task oriented Guarded
  • OpenIndirect Direct Guarded
  • OpenIndirect Slow Direct pace Guarded
  • OpenIndirect Direct Guarded
  • Open FastIndirect Direct pace Guarded
  • XPotential conflicts X
  • XPotential conflicts X
  • The Social Styles in detail
  • Relator: “I feel ...” Relationship oriented
  • Relatoropen & indirect• Very supportive, approachable and cooperative• Strong & loyal team player• Good listener and sensitive to others feelings• Open with emotions, warm & friendly• High priority on friendships and close relationships• Tends to look for personal motives in actions of others• Needs people to get along - seeks harmony & stability• Likes to get direction
  • RelatorPotential issues• Reluctant to change• Sticks to the comfortable and known• Avoids risks• Does things in a very slow-paced way• Undisciplined in their use of time due to sharing personal objectives & feelings with others
  • Socializer: “I want ...” Intuition oriented
  • Socializeropen & direct• Very enthusiastic, energetic and spontaneous• Highly flexible and adaptable to new situations• Acts quickly and is willing to take risks• Very imaginative, lots of creative ideas• Communicative and fun• Involves others with their feelings & thoughts• Says and shows what they think• Needs to be appreciated• Likes to try new & different things
  • SocializerPotential issues• Little concern for practical details• Easily changes course of action• Struggles with commitment & follow-through• Bases decisions on personal opinion & opinion of important people in their lives (weighs more than facts & data)• Undisciplined in their use of time (too many distractions)
  • Director: “I will ...” Action oriented
  • Directorguarded & direct• Knows exactly what he wants, where he is going and how to get there quickly• Very focussed: swift, efficient, to the point in everything they do• Prefers to be presented with options• Makes own decisions, dont like at all to be told what to do or what not to do• Takes risks• Seeks productivity• Needs to be in control• Likes results
  • DirectorPotential issues• Very forceful• Says what he thinks• Highly result driven; it’s not about pleasing people on the way• Very impatient• Works best without others or with people who are able to move quickly• Controls emotions, does not show emotions
  • Thinker: “I think ...” Process oriented
  • Thinkerguarded & indirect• Bases decisions purely on facts (tangible, practical, realistic evidence)• Asks questions, gathers information• Steadfast, reliable, and dependable• Strong sense of duty and obligation• Natural giver and cooperative team member• Seem to move slowly but they use their time in a deliberate, disciplined manner• Needs to be right• Likes pattern and predictability
  • ThinkerPotential issues• Studies data seriously before forming an opinion or being enthusiastic• Can come across a bit skeptical, even critical• Main priority is job at hand and the process to achieve it• Avoids risks and is very cautious• High control of emotions• People and friendships are important, but it does not show on initial contact
  • We all display some aspects of each of the Social StylesBut we have one dominant style
  • No style is better than another
  • Beware of generalization and swift judgement
  • Recognize & communicate with other Social Styles
  • To recognize a Social Style,pay attention to...Their way of talking• Loudness & tone of voice• Topics of conversation (personal versus factual)• “I” or “we” form• PaceTheir body language• Many gestures• Facial expressions• Eye contactTheir listening skills
  • How to communicate with aRelator• Make them feel safe• Spend some time talking and socializing, in order to develop a relationship• Be friendly and understanding• Inform early on when changes may occur• Don’t break promises
  • How to communicate with aSocializer• Show appreciation for what they have done• Be supportive of their ideas• Never ignore them• Be positive and show energy• Help them to stay on track
  • How to communicate with aDirector• Provide options and show benefits• Provide executive summary upfront• Be clear and precise• Don’t talk about personal topics• Get to the point fast, don’t irritate by being inefficient and indecisive
  • How to communicate with aThinker• Provide a lot of information for them to be able to discover patterns and factual relationships• Provide thoughtful arguments and facts• Give time to process• Provide plans with deadlines to set expectations• Inform early about potential changes• Dont misinterpret lack of enthusiasm with lack of interest
  • How about you?
  • Xany conflicts? X
  • Xwhich styles?X
  • Business Product Strategy ProcessEvaluation Research Design
  • Business Product Strategy ProcessEvaluation Research Design
  • Relator SocializerThinker Director
  • Two things to remember...
  • Business Product Strategy ProcessEvaluation Research Design
  • Business Product Strategy ProcessEvaluation Research Design
  • Always assume good intentions even if you don’t understand people’s behavior.
  • Always assume good intentions even if you don’t understand people’s behavior. They may simply have a different style.
  • Thank youBirgit Geiberger & Peter Boersma Euro IA, Rome September 27-29, 2012
  • Thank youBirgit Geiberger & Peter Boersma Euro IA, Rome September 27-29, 2012