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UX Beyond UCD (Seattle)
 

UX Beyond UCD (Seattle)

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Peter Boersma's "UX Beyond UCD (or: The Impact of Business, Strategy, Management and Process on the User Experience)", as presented at the joint PS-SIGHCI and IxDA Seattle meeting on August 12 in ...

Peter Boersma's "UX Beyond UCD (or: The Impact of Business, Strategy, Management and Process on the User Experience)", as presented at the joint PS-SIGHCI and IxDA Seattle meeting on August 12 in Seattle.

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    UX Beyond UCD (Seattle) UX Beyond UCD (Seattle) Presentation Transcript

    • UX Beyond UCD or the impact of Business, Strategy,Management and Process on the User Experience
    • the impact of Business StrategyManagementand Process on the User Experience
    • power up! UX beyond UCD @pboersmaAugust 2, PS-SIGCHI & Ixda, seattle, USA
    • Freelance Interaction Designer Design Process Consultant * since 1995 * user research * requirements analysis * concept design * detailed design & prototypePeter Boersma * usability evaluation * present * teach
    • Freelance Creative Director UX Visual & Interaction Designer * since 1996 * international experience * design & branding * functionality & aestheticsB irgit G eiberger * business & user goals * people management * active in IxDA
    • Peter Boersma Birgit Geiberger
    • 2001
    • 2012
    • ?
    • DesignStrategy Research
    • Business Manage Strategy ProcessEvaluation Research Design
    • Business Manage Strategy Process of nce ts rie en peEvaluation em Ex Research El er s U Design
    • Business Manage Strategy ProcessEvaluation typical Research User-Centered Design Design
    • Business More Manage Elements of Strategy User Experience ProcessEvaluation Research Design
    • Business these Manage influence the Strategy User Experience too! ProcessEvaluation Research Design
    • Pitch Business Estimate Optimize Scenarios Beta Position Roles Manage Strategy Steps RoadmapScope Competition ProcessTest Interviews Review Requirements Evaluation Research Service Design Personas Prototype Design Sketch Detailed Design Concept
    • power up! UX beyond ucD
    • for each deliverable I will show: an example tips & tricks input from the ux team influence on UX
    • Pitch Business Estimate Scenarios
    • press play to start
    • opponent:The Account Manager
    • opponent:The Account Manager
    • X
    • Tips & tricks for the pitch: pitch en-vision the future by visualizing it set expectations around client-contribution
    • input from ux team on the pitch: pitch visions of the future sketches of partial solutions description of the design process
    • INFLUENCE OF THE PITCH ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
    • Pitch Business Estimate Scenarios
    • Select Game Length: 1 min 5 min 15 min 30 min 60 min
    • opponent:The Estimator
    • how manydots do you see?
    • “many” and “a lot”are good first guesses!
    • input for estimates output scope items requirements assumptions approach calculations team skills explanations experience with risks subjectexperience with client experience of client when available when possible
    • output example outputassumptions assuming we design 10 wireframes (5 complex + 5 medium) plus 15 components calculations we estimate we need 300 hours(explanations) (5x16 + 5x8) + (15x12) risks but we don’t know the documentation needs of the developer
    • Tips & tricks for estimating estimating: you determine what gets estimated explore every assumption
    • input by ux team on estimates: estimates assumptions & risks what is easy/hard? estimates for deliverables
    • INFLUENCE OF an estimate ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
    • PositionStrategy Competition
    • select player 1
    • opponent:The Brand Strategist
    • sales service clientcore brand communities client
    • communities Competitor client Competitor Big Big Competitor Competitorsales service Competitor Competitor Competitor Competitor client Competitor core brand
    • Tips & tricks for positioning positioning: 1. create a map 2. find the spot that matches your ux vision 3. see who else is there 4. identify differences
    • input by ux team on positioning: positioning attributes that are important to users competitors, in terms of UX scope items that differentiate
    • INFLUENCE OF positioning ON UX:* define UX Vision ux vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
    • PositionStrategy Competition
    • select player 2
    • opponent:The Competitor
    • Tips & tricks for competitive analysis analysis: “know your enemy” (sun tzu, the art of war)
    • input by ux team on competitive analysis: competitors, in terms of UX swot analyses (strengths-weaknesses- opportunities-threats)
    • INFLUENCE OF competitive analysis ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
    • Test Interviews Evaluation typical Research User-Centered Design Personas Prototype Design Sketch Detailed Design Concept
    • user-centered design Quiz2012 Olympics Edition
    • whichdeliverable is this?
    • Instructions: 1. shout the name of the deliverable2. keep your own score (be honest)3. win a fabulous prize!
    • First aTEST round
    • whichdeliverable is this?
    • Wireframe
    • okay, let’sSTART
    • whichdeliverable is this?
    • Eyetracking heatmap(Evaluation)
    • whichdeliverable is this?
    • Moodboard (Design)
    • whichdeliverable is this?
    • Styleguide(Design)
    • whichdeliverable is this?
    • Usabilitytest report(Evaluation)
    • whichdeliverable is this?
    • Card SortDendogram(Research)
    • whichdeliverable is this?
    • InfoGraphic (Design)
    • whichdeliverable is this?
    • Optimize Beta ManageScope
    • select difficulty easy medium hard expert
    • opponent:The Project Manager or the product manager
    • essential pick just a few of these for your project! quick winner! wineasy hard repair quality merely contributes
    • Tips & tricks for scoping scoping: 1. rank all scope-item candidates 2.determine their dependencies 3.select the winners
    • input by ux team on scoping scoping: what is easy / hard? what contributes / is essential? what should go together?
    • INFLUENCE OF scoping ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
    • Optimize Beta ManageScope
    • opponent:The (alfa) BETA jock
    • Tips & tricks for beta testing testing: 1. tell users what you plan to do 2. do it 3. tell them what you have done 4. ask them how they feel about it
    • input by ux team on beta testing testing: what to test together what to measure or ask analysis of feedback response to feedback
    • INFLUENCE OF beta testing ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
    • Optimize Beta ManageScope
    • play again? yes no
    • opponent:The Perfectionist
    • A
    • B
    • C
    • 28% better
    • Tips & tricks for optimizing: optimizing 10 experiment to learn what works for your users 20 goto 10
    • input by ux team on optimizing: optimizing ux version of KPI’s (key performance indicators) alternative designs analysis of usage
    • INFLUENCE OF optimizing ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
    • Pitch Business Estimate Optimize Scenarios Beta Position Manage StrategyScope Competition ProcessTest Interviews Evaluation Research Personas Prototype Design Sketch Detailed Design Concept
    • RolesSteps Roadmap ProcessReview Requirements Service Design
    • set up campaign
    • opponent:The Procrastinator
    • progress progress progressprogress
    • moment moment moment moment progress progress progress progressArea progress progress Area progress progress progress progress Area Area Area
    • Tips & tricks for roadmaps roadmaps: 1. define the future of the system 2.identify incremental steps 3.group into meaningful releases 4.learn & adjust the roadmap
    • input by ux team on roadmaps: roadmaps areas for progress scope-items (progress) per area estimates per scope-item what should go together?
    • INFLUENCE OF roadmaps ON UX:* define UX Vision ux vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
    • RolesSteps Roadmap ProcessReview Requirements Service Design
    • Create new map? yes no
    • opponent:The Process Freak
    • ?A B
    • A 1 2 3 4 B 4a 2aC 1 3 4b 5 6 D 2b 4c
    • na A P o Pers T EM SI ire- wire fr equ amesr usabi lity me nts test cr een design proto- S principles FL OW type
    • e- design uir wire proto-req ts principles fr ames men type 1 2 3 4 a AP son EM usabi lity tePer IT een st S Scr W FLO
    • e- design uir wire proto- req ts principles frames men type user concept detailed prototype 1research 2 design 3 design 4 & evaluate a AP son EM usabi lity te Per IT een st S Scr W FLO
    • user research detailed designC concept design D prototype & prototype & evaluate evaluate
    • ?A 1 2 3 4 B
    • wire e- design fr uir ames proto-req ts principles men type user concept detailed prototypereseach design design & evaluate a AP son TE M usabi lity te Per en st SI S cre W FLO
    • Tips & tricks for the design processes processes: 1. brainstorm deliverables 2. create a diagram 3. document the entire process do not copy someone else’s diagram
    • input by ux team on the design process: process ux team deliverables ux team responsibilities preferred way of working
    • INFLUENCE OF the design process ON UX:* define UX Vision ux vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
    • Pitch Business Estimate Optimize Scenarios Beta Position Roles Manage Strategy Steps RoadmapScope Competition ProcessTest Interviews Review Requirements Evaluation Research Service Design Personas Prototype Design Sketch Detailed Design Concept
    • Business you can influence these Manage non-design Strategy deliverables ProcessEvaluation Research Design
    • Business More Manage Elements of Strategy User Experience Process of nce ts rie en peEvaluation em Ex Research El er s U Design
    • These opponents:influence the UX
    • These opponents:influence the UX
    • INFLUENCE OF non-design deliverables ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
    • power up! UX beyond ucD @pboersmaAugust 2, PS-SIGCHI & Ixda, seattle, USA
    • game over @pboersma