What I learned from 200 projects (IDC Prague)

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Peter Boersma's presentation at IDC Prague (http://webexpo.net/idc2014/) entitled "What I learned from, oh, I don't know, around 200 projects". By going through my employment history at 7 interactive agencies plus my short freelance period, I gave the audience an overview of skills, team markup, the place of UX departments in the organization, deliverables and design processes and how they changed over time.

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What I learned from 200 projects (IDC Prague)

  1. What I learned from oh, I don’t know, around 200 projects Peter Boersma (@pboersma) Interaction Design Director at Blast Radius Interactive Design Conference April 4-5, 2014, Prague 1
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  3. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 3
  4. around 200 projects 1995 - 2000 - General Design 70 10 2000 - 2002 - Satama Interactive 20 10 2002 - 2005 - EzGov 15 5 2005 - 2006 - User Intelligence 10 20 2006 - 2010 - Info.nl 20 5 2010 - 2012 - Adaptive Path 5 2.5 2012 - 2012 - freelance 5 10 2012 - present - Blast Radius 55 40 Total 200 10 #proj /year 4
  5. scope, teams, skills, org charts, deliverables 5
  6. the scope of our projects has expanded from one-way webdesign to service design for networked brands 6
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  8. http://www.abnamro.nl 8
  9. 640px 480px 9
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  11. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 11
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  13. ! SOCIAL CONTENT MOBILE CONTENT STORES CRM PR CSR ALWAYS-ON CONNECTED PLATFORMS Starbucks.com 13
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  15. our teams have had different types of people in them 15
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  20. my roles at interactive agencies 1995 - 2000 - UI Designer 2000 - 2002 - Consultant User-Understanding 2002 - 2005 - Senior Information Architect 2005 - 2006 - UX Consultant & Partner 2006 - 2010 - Senior Interaction Designer 2010 - 2012 - Experience Designer 2012 - 2012 - Freelance (Process) Designer 2012 - present - Interaction Design Director 20
  21. we had different skills, starting at Computer Science, HCI and Design leading to User Experience 21
  22. HCICS Des 22
  23. HCICS DesIxDIA Mar Com Info Des Copy Usab 23
  24. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 24
  25. shallow knowledge User Experience deep knowledge business knowledge 25
  26. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 26
  27. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 27
  28. since 1995, we have been looking for the right place of UX in the organization 28
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  40. what we call our work, our deliverables, changed too... 40
  41. “Here is how we work: Step 1: we send you a contract Step 2: we design your site and you approve the design Step 3: we build your site, and you approve the design Step 4: we send you an invoice” 41
  42. Design ResearchEvaluation Prototype Test SketchDetailed Design Concept Personas Interviews 42
  43. Business Design ResearchEvaluation StrategyManage Pitch Scenarios Position Roadmap Service Design Prototype RequirementsReview Test Scope Optimize Estimate Beta SketchDetailed Design Concept Personas Competition Process Roles Steps Interviews 43
  44. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 44
  45. GOOD BAD per company 45
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  47. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 47
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  49. Business Design ResearchEvaluation StrategyManage Pitch Scenarios Position Roadmap Service Design Prototype RequirementsReview Test Scope Optimize Estimate Beta SketchDetailed Design Concept Personas Competition Process Roles Steps Interviews 49
  50. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 50
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  52. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 52
  53. 1995-2000 - General Design Company profile: - Dutch startup that grew from 3-30 people - made interactive sites for small & large brands My responsibilities: - in the beginning: everything - from interface design - via software programming - to sales and project management 53
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  55. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 55
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  59. • A conference is more than the proceedings • Also: it’s not that hard to get on stage! 59
  60. Business Design ResearchEvaluation StrategyManage Prototype RequirementsReview Estimate SketchDetailed Design Competition Process Scope 60
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  62. Br Br eaking ead share late-night pizza with developers have lunch with clients go for drinks with colleagues 35 35 62
  63. General Design GOOD BAD * gave me broad experience * mix of academic research and practical focus * time to discover what I like (not project management) * being project manager & UI designer on 10 projects * leading to a short, 4-week burnout 63
  64. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 64
  65. 2000-2002 - Satama Company profile: - Finnish web-and-mobile agency going global - General Design turned into Amsterdam office My responsibilities: - Consultant User-Understanding - concept design, IA, IxD, usability tests - for the first time: process designer 65
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  67. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 67
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  77. Business Design ResearchEvaluation StrategyManage Position Requirements Scope Estimate Detailed Design Concept Competition Process Roles Steps Interviews 77
  78. Satama Interactive GOOD BAD * mobile experience: designed WAP sites, and created a mobile portal evaluation tool. * process focus: I managed a 2-year program to document the Satama Unified Process. * I wasn’t considered a good fit for consultant team * leading to a long, 8-month burnout 78
  79. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 79
  80. 2002-2005 - EzGov Company profile: - software & consultancy for online transactions - between governments and citizens/businesses My responsibilities: - Information Architect - Also: Usability Engineer - And: Process Designer 80
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  83. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 83
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  93. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 93
  94. 3 Phases 5 Disciplines System Analysis Information Architecture & Interaction Design Usability & Accessibility Testing Content Design Visual Design & Information Design Elaboration ConstructionInception EzGov’s Standards for UXEzGov’s Standards for UX 94
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  100. Business Design ResearchEvaluation StrategyManage Service Design Prototype RequirementsReview Test Scope Estimate Detailed Design Personas Process Roles Steps Interviews 100
  101. EzGov GOOD BAD * good cooperation with Development and PM * spent time defining design process (StUX) * developed in-house screenflow tool (J-flow) * styleguides made visual design work boring * org. overhead made our work expensive 101
  102. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 102
  103. 2005-2006 - User Intelligence Company profile: - small usability company that expanded into design - founder was looking for a business partner My responsibilities: - User Experience Consultant and Manager Design 103
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  105. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 105
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  109. Business Design ResearchEvaluation StrategyManage RequirementsReview Test Scope Optimize Estimate Detailed Design Concept Personas Competition Process Interviews Pitch 109
  110. User Intelligence * we defined the basis for good team & good company * got to think about corporate strategies * unprepared for partner talks with founder * our communication styles made cooperation hard * had to leave, shortly after bringing in friends 110
  111. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 111
  112. 2006-2010 - Info.nl Company profile: - very Dutch agency ("normal is crazy enough") - founded in1994 and still going strong My responsibilities: - senior interaction designer - Also: restructured department & renamed job titles - Also: attempted to document design process info.nl!FULL!SERVICE!INTERNET!AGENCY!! 112
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  114. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 114
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  116. Life Play Learn Buy 116
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  119. Business Design ResearchEvaluation StrategyManage Pitch Scenarios Position Roadmap Requirements Test Scope Estimate Detailed Design Concept Personas Competition Process 119
  120. Info.nl GOOD BAD * cooperation with developers * sales reached out to sell UX * management lacked vision about process * sales defined projects: teams designed to budget 120
  121. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 121
  122. 2010-2012 - Adaptive Path Company profile: - famous San Francisco agency came to Amsterdam - defined User Experience as we know it - Adaptive Path is run by designers My responsibilities: - Experience Designer - design, lead projects, sell projects - teach workshops, host UX Week 122
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  124. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 124
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  129. the elements of user experience Henning Fischer Director, Adaptive Path Amsterdam henning@adaptivepath.com @henningfischer Peter Boersma Designer, Adaptive Path Amsterdam peter.boersma@adaptivepath.com @pboersma 129
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  132. First deliverable: Narrative As a result of initial conversations with the client, our designer-led sales team would create a Narrative. A Narrative consists of: - key business needs - project summary and team overview - phase-by-phase description of activities and outcomes - examples of expected deliverables - timeline and budget 132
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  135. What happens to it? Designers’ proposals were translated by Sales into a Statement of Work with a lot of legalese. We had to go back to the original proposal to kick off projects with the team. 135
  136. Business Design ResearchEvaluation StrategyManage Scenarios Position Roadmap Service Design RequirementsReview Test Scope Estimate Sketch Concept Personas Competition Process Interviews 136
  137. Adaptive Path GOOD BAD * designers lead projects from sales to delivery * many internal discussions about the field * time to teach back to community * 13 hour workdays due to time zones * European sales handed over to America 137
  138. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 138
  139. 2012-2012 - Freelance Company profile: - me :-) - interaction designer & design process consultant My responsibilities: - set up the business, pay tax, do sales & PM - define processes and design concepts for clients 139
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  141. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 141
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  146. MOBILE APP MUSIC PLAYER IN BAR out ofscope MUSIC MATCH 146
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  151. Business Design ResearchEvaluation StrategyManage Roadmap Prototype RequirementsReview Scope Estimate Sketch Concept Process Roles Steps 151
  152. Freelance GOOD BAD * freedom in deciding when to work * freedom in deciding how much to work * freedom in deciding for whom to work * office/tax/legal stuff is hard! * no team = no feedback * no idea if I was at good at freelancing 152
  153. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 153
  154. 2012-present - Blast Radius Company profile: - “agency for the connected world” (= Marketing) - owned by global digital agency network Wunderman My responsibilities: - Interaction Design Director in Amsterdam office - design concepts and prototypes (with freelancers) - manage a Business Analyst - support offices in Hamburg, London and Paris 154
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  157. User Experience HCICS DesIxDIA Info Des Mar Com Copy Usab 157
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  166. Small ± 9 x 6 cm! Galaxy S2/S3/S4, iPhone, HTC One ! ! Medium ± 11 x 16 cm! Nexus 7, iPad mini, Kindle 7! ! Large ± 21 x 14 cm! Nexus 10, iPad (1, 2, Air), Tab 10.1, Kindle 8.9! Small Medium Large 166
  167. small portrait small landscape medium landscape & large portrait small medium large medium portrait large landscape desktop (large & non–touch) 640 px? 1024 px? %#@&* iPad Mini! 167
  168. Business Design ResearchEvaluation StrategyManage Pitch Scenarios Position Roadmap Service Design Prototype RequirementsReview Test Scope Optimize Estimate SketchDetailed Design Concept Personas Competition Process Interviews 168
  169. Blast Radius * international work environment * working for small number of big accounts * allows for tracking of success of designs * project were never ran by UX (often by Developers or Art Directors) * limited input in early stages of projects 169
  170. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 170
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  172. Best team? 172
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  174. Jesse James Garre Peter Merholz Jeff Veen Janice Fraser Dan Saffer Lane Becker Indi Young 174
  175. Best place for UX? 175
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  177. Best deliverable? 177
  178. Business Design ResearchEvaluation StrategyManage Pitch Scenarios Position Roadmap Service Design Prototype RequirementsReview Test Scope Optimize Estimate Beta SketchDetailed Design Concept Personas Competition Process Roles Steps Interviews 178
  179. Narrative As a result of initial conversations with the client, our designer-led sales team would create a Narrative. A Narrative consists of: - key business needs - project summary and team overview - phase-by-phase description of activities and outcomes - examples of expected deliverables - timeline and budget 179
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  182. MOBILE APP MUSIC PLAYER IN BAR out ofscope MUSIC MATCH 182
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  184. Best process? 184
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  186. SUP wasn’t used, and SUP-Light was created to fix that 186
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  200. Best process? your process 200
  201. user reseach concept design detailed design prototype & evaluate Persona SITEMAP wireframesrequire- ments usability test Screen FLOW proto- type design principles 201
  202. Best client 202
  203. the elements of user experience Henning Fischer Director, Adaptive Path Amsterdam henning@adaptivepath.com @henningfischer Peter Boersma Designer, Adaptive Path Amsterdam peter.boersma@adaptivepath.com @pboersma 203
  204. Government of Jamaica 204
  205. Best business lesson? 205
  206. Office Managers manage the company office managers run the agency 206
  207. don’t postpone talking about money don’t be afraid to talk about money 207
  208. it takes A LOT of work to get work done 208
  209. 20 years at interactive agencies 1995 - 2000 - General Design 2000 - 2002 - Satama Interactive 2002 - 2005 - EzGov 2005 - 2006 - User Intelligence 2006 - 2010 - Info.nl 2010 - 2012 - Adaptive Path 2012 - 2012 - freelance 2012 - present - Blast Radius 209
  210. Thank you! 210
  211. What I learned from oh, I don’t know, around 200 projects Peter Boersma (@pboersma) Interaction Design Director at Blast Radius Interactive Design Conference April 4-5, 2014, Prague 211

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