Show Me What You're Thinking
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Show Me What You're Thinking



Getting and keeping your team aligned while ...

Getting and keeping your team aligned while
designing a product or service is an ongoing
effort. By visualizing our context and purpose
we can ensure that everyone involved knows
what they’re working towards and why. In this
workshop we went through the early phases
of a typical design project to set that context
and chart a path towards designing
We started by making the context of our
project visual by finding imagery that
communicates the essence of our mission.
This material would go on the wall of our “war
room” and be the first thing everyone sees
when they enter the project space.
The next important aspect to understand is
the customer. We used a fun, low-fi method
to express the characters involved in our
story, giving us a starting place to validate the
assumptions we are making about them.
Finally, we visualized the journey our
customers take and identified their potential
pain points, our solutions, and the
assumptions we need to test along the way.
All of these exercises focused on the visual
artifacts and how, when accessible to
everyone, they create a shared sense of
purpose, encourage participation, and foster
group ownership of the solution.



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Show Me What You're Thinking Show Me What You're Thinking Presentation Transcript

  • LeanUX NYC 2014 Show Me What You’re Thinking Visualizing progress to foster feeling April 11, 2014
  • Hi. I’m Ray Ray DeLaPena Director of Strategy, Catalyst Group @rayraydel Introduction
  • Who are you? Introduction
  • About this workshop Introduction Preface Setting the Stage • Collage Exercise Understanding the Players • Character Exercise Telling the Story • Story Mapping Exercise
  • Let’s start a project! Preface We’re going to identify a product opportunity in a well known problem space. We’ll focus on how “interim artifacts,” visible together, tell a story the team can connect with and evolve.
  • Attending a Conference Our Problem Space Travel & Logistics • Where am I going and when? Social & Networking • Where’s the party? Who should/did I meet? Content • What did I learn?
  • Setting the Stage Setting the Stage Work in a space with feeling Set the tone for the project Not just images and artifacts, but words too
  • Collage Setting the Stage Definition: A technique of an art production, primarily used in the visual arts, where the artwork is made from an assemblage of different forms, thus creating a new whole. • Helps overcome hindrances • Fear of drawing • Lack of inspiration • Not just pictures... Words help too Image courtesy of Susannah Conway
  • Collage Setting the Stage Some basic compositional structures ONE: Circle, unity, wholeness, inclusion, gathering, emanating from a central core TWO: Duality, attempting to find balance, showing conflict or tensions, “drawing a line in the sand” THREE: The pyramid/triangle, the Venn diagram, hierarchy of order FOUR: Square, corners of the earth, the elements, balance
  • Cut! Paste! Draw! Write! (30 minutes) Collage Exercise • What speaks to you about the problem space? • Help your team relate to the attendee • What do you want the experience to look and feel like?
  • The Players The Players Personas, proto-personas, characters What are they? Why do we create them? How do we use them?
  • Characters The Players How are they different from “traditional” personas?* Create them vs. describe them Deeper emotional connection * Keep in mind, you’d revise and evolve these as you engage with real customers. For more info search for Chelsey Delaney on SlideShare
  • Our method The Players 1. Fill in their attributes 2. Draw them. Represent important characteristics. 3. Speak for them
  • Who are we designing for? (10 minutes) Character Exercise Fill in the attributes of your character Name Age Income What’s their role? Where do they live? Who paid? How “connected” are they? Why are they here?
  • Give them a face (10 minutes) Character Exercise Draw your character Don’t worry if it’s ugly Put them in context Have fun with it!
  • Tell us what bothers you (15 minutes) Character Exercise WW_S (What Would your character Say?) Take 5 minutes each to role play your character What are they nervous about? What are they annoyed about? Use their voice
  • Telling the Story Telling the Story Track our characters through all the steps/ stages of our story Call out moments of: • opportunity • pain • emotion • conversion
  • The Narrative Arc Telling the Story Beginning > middle > end 1. Exposition 2. Inciting Incident 3. Rising Action 4. Crisis 5. Climax 6. Denouement, or Falling Action 7. Resolution
  • Plotting our moments Telling the Story Identify key moments for your product along the arc and consider how to communicate them. Hint: Use images from your collages, go back into the magazines, or draw something. For more info check out UX Matters and search for: Storymapping by Lis Hubert and Donna Lichaw and Mapping User Journeys by Shean Malik
  • LeanUX NYC II -- Journey to Jersey (20 minutes) Story Mapping Exercise Plot your story • Awareness (Exposition) • Initial Information (Inciting Incident) • Investigation, Decision, Justification (Rising Action) • Registration, Payment, Logistics (Crisis) • Conference Begins! (Climax) • Conference Ends (Denouement or Falling Action) • Post-conference Reflection and Sharing (Resolution)
  • LeanUX NYC II -- Journey to Jersey (20 minutes) Story Mapping Exercise Insert your moments • Confusion • Frustration • Unmet Need • Opportunity to delight
  • Let’s review. Review We’ve made a lot of assumptions. Think about experiments that would test their validity. Consider how your thinking and feeling would evolve as you put your product out in the world. Imagine how your space, your deliverables, and your product would reflect the changes.
  • The End. Thank you! Ray DeLaPena Director of Strategy, Catalyst Group @rayraydel Thank You