Defying the itch to stitch
       Stephanie Troeth
        @ BAM Strategy
         July 14 2009
Quite often, when we talk about
        building a site ...
We speak in terms of features.
+                +                   +

Content article       Commenting       Shopping cart



                  +       ...
Building a site = stitching
   features together?
It’s natural to think in terms of
 what you should be able to do.
We study our competitor’s
     sites ... and think:
we gotta do one up on them.
Features determine:

• How complex a project/product is
• What technologies we use
• How much it would cost to build
• Who...
The real question is: how do we
    determine this all fits?
What makes sense for our users,
      and what doesn’t?
Many ways to slice the pie:

 • who’s our target audience?
 • what goals would they have?
 • what do we want them to do?
 ...
The meta-hard questions:
 • when do we need to revisit our
   concept?

 • what do we need to evaluate?
 • how do we know ...
Features don’t tell us how to
  answer these questions.
Some design polarities


                    ?
your                       users’
goals                       goals

      ...
Some design polarities

                  ?
browse                    search

                      ?
active              ...
Quality challenges:
• carrying a vision throughout the life
  of the project
• everyone on the team has to “get it”
Treat your design like an
  ongoing experiment.
Create clear, testable
hypotheses for design goals ...
... and ensure your team
       shares them.
Test, measure &
  evaluate ...
... but be wary of built-
        in biases.
Design for real people.
Design an experience,
defy the itch to stitch.
Thank you!


http://stephanietroeth.com/
hello@stephanietroeth.com

   http://bookoven.com/
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Defying the itch to stitch

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This was a learning lunch I gave at BAM Strategy, as an intro to a UX work session on helping the team evaluate what they are doing right/wrong on a particular product.

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  • Defying the itch to stitch

    1. 1. Defying the itch to stitch Stephanie Troeth @ BAM Strategy July 14 2009
    2. 2. Quite often, when we talk about building a site ...
    3. 3. We speak in terms of features.
    4. 4. + + + Content article Commenting Shopping cart + = ? Tags Voting
    5. 5. Building a site = stitching features together?
    6. 6. It’s natural to think in terms of what you should be able to do.
    7. 7. We study our competitor’s sites ... and think: we gotta do one up on them.
    8. 8. Features determine: • How complex a project/product is • What technologies we use • How much it would cost to build • Who would work on it • How long it would take to build
    9. 9. The real question is: how do we determine this all fits?
    10. 10. What makes sense for our users, and what doesn’t?
    11. 11. Many ways to slice the pie: • who’s our target audience? • what goals would they have? • what do we want them to do? • what determines when we’ve met their needs?
    12. 12. The meta-hard questions: • when do we need to revisit our concept? • what do we need to evaluate? • how do we know when to stop?
    13. 13. Features don’t tell us how to answer these questions.
    14. 14. Some design polarities ? your users’ goals goals ? design for design to efficiency delight
    15. 15. Some design polarities ? browse search ? active passive (comment, vote) (read)
    16. 16. Quality challenges: • carrying a vision throughout the life of the project • everyone on the team has to “get it”
    17. 17. Treat your design like an ongoing experiment.
    18. 18. Create clear, testable hypotheses for design goals ...
    19. 19. ... and ensure your team shares them.
    20. 20. Test, measure & evaluate ...
    21. 21. ... but be wary of built- in biases.
    22. 22. Design for real people.
    23. 23. Design an experience, defy the itch to stitch.
    24. 24. Thank you! http://stephanietroeth.com/ hello@stephanietroeth.com http://bookoven.com/

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