User Experience Design: The Missing Ingredient

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A presentation I put together to build awareness on User Experience Design and to advocate forming a UX Design Group. The premise is that while we do good work, we are still missing an essential …

A presentation I put together to build awareness on User Experience Design and to advocate forming a UX Design Group. The premise is that while we do good work, we are still missing an essential ingredient that keeps us from being great: UX Design. Many points on cost justifying UXD

More in: Design , Technology , Business
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  • 1. User Experience Design in Business Insurance The Missing Ingredient
  • 2. Why interested now?
  • 3. Not long ago…
  • 4. Today…
  • 5. Today…
  • 6. Today…
  • 7. Today…
  • 8. Today…
  • 9. Today…
  • 10. Today…
  • 11. Today…
  • 12. Today…
  • 13. Today…
  • 14. Today…
  • 15. Today…
  • 16. Today…
  • 17. Today…
  • 18. Today…
  • 19. Today…
  • 20. Today…
  • 21. Today…
  • 22. Today…
  • 23. Today…
  • 24. Today… But, back at the office…
  • 25. What’s Missing?
  • 26. User Experience Design
  • 27. What’s holding us back? Limited Costs Talent Awareness
  • 28. Limited Awareness
  • 29. Today, user experience design is usually sprinkled into a project
  • 30. When should user experience design occur?
  • 31. User Experience Design starts here.
  • 32. User Experience Design starts here. And is blended throughout the entire project
  • 33. Starting with…
  • 34. Understanding the user
  • 35. We start with a Business Idea
  • 36. We start with a Business Idea to Increase Shareholder Value
  • 37. Business is run by People
  • 38. The Abstract User “ What functionality should the app provide?” “ What if the user needs to …?” “ Someone may want to …” “ The system needs these data elements to complete the function.”
  • 39. And the value of the Business Idea is Lost
  • 40. With User Research
  • 41. With User Research • User Goals
  • 42. With User Research • User Goals • Task Analysis
  • 43. With User Research • User Goals • Task Analysis • Contextual Inquiry
  • 44. With User Research • User Goals • Task Analysis • Contextual Inquiry • Personas
  • 45. With User Research • User Goals • Task Analysis • Contextual Inquiry • Personas A concrete picture of our user emerges
  • 46. And it causes us to Think Differently “ What functionality should the app provide?” “ Which user goals should this app support?” What if the user needs to …?” “ What is Alice’s primary goal in this scenario?” “ Someone may want to …” “ How important is it for Alice to…?” “ The system needs these data elements to complete the function.” “ How can we make it easier for Alice to log this event? ”
  • 47. UI Design
  • 48. Traditionally down… r i te it w iscuss i t… D i t. es ign he nd t
  • 49. For better requirements s i t… val Discus ida te it n. d ow e it rit desig en ,w n it… th
  • 50. Design Progression Functional UI HTML Mockups Static Images Wireframes Paper Prototypes Sketches CONCEPTUAL REAL Clarify and uncover requirements More Ideas  Better designs
  • 51. Building the UI
  • 52. UI Development is Complex Developers must appreciate Designers must appreciate
  • 53. Usability Testing la te T oo
  • 54. Usability Testing Test early, test often
  • 55. What can we test?
  • 56. Keep testing simple – so you do enough of it. Lessons from Steve Krug “Testing one user early in the project is better than testing 50 near the end.”
  • 57. Implementation
  • 58. How are we doing? Web Analytics User Feedback • NetInsight • Get Satisfaction
  • 59. Not just t he End of The Project
  • 60. Beginning of the Next Release User re search with th e current version
  • 61. Cost
  • 62. User Experience Design Reduces Project Costs
  • 63. 10 cup 9 cup 8 cup 7 cup Added tasks and people 6 cup 5 cup 4 cup 3 cup 2 cup 1 cup
  • 64. 10 cup 9 cup 8 cup 7 cup Added tasks and people 6 cup 5 cup 4 cup 3 cup 2 cup 1 cup
  • 65. 10 cup 9 cup 8 cup 7 cup Added tasks and people (but not as much as you think) 6 cup 5 cup 4 cup 3 cup 2 cup 1 cup
  • 66. 10 cup 9 cup 8 cup Development 7 cup 6 cup 5 cup 4 cup 3 cup 2 cup 1 cup
  • 67. 10 cup 9 cup 8 cup Development 7 cup Rework 6 cup 5 cup 4 cup 3 cup 2 cup 1 cup
  • 68. 10 cup 9 cup 8 cup Development 7 cup Rework 6 cup Training 5 cup 4 cup 3 cup 2 cup 1 cup
  • 69. 10 cup 9 cup 8 cup Development 7 cup Rework 6 cup Training 5 cup Support 4 cup 3 cup 2 cup 1 cup
  • 70. User Experience Design Increases Project Value
  • 71. Productivity
  • 72. Quality Productivity
  • 73. Sales and customers Quality Productivity
  • 74. Satisfaction Sales and customers Quality Productivity
  • 75. Talent
  • 76. Our Options… Train Rent Hire
  • 77. What Can We Do Now? • Plan for user experience activities • Engage Enterprise Usability • Bring skilled user experience talent to our teams
  • 78. What Can We Do Now? • Plan for user experience activities • Engage Enterprise Usability • Bring skilled user experience talent to our teams But that’s short term…
  • 79. Business Insurance Portfolios UX Community Enterprise Usability PI Usability Research
  • 80. BI User Experience Design Group 2009 2010 2011 2012  Usability practices at Travelers  Offerings from consultant partners  Visited with Open Solutions  SharePoint site  Monthly lunch-n-learn  Awareness
  • 81. BI User Experience Design Group 2009 2010 2011 2012 • Virtual team • Project guidance • Liaison to Enterprise Usability Group • Training opportunities • UX Library No budget impact
  • 82. BI User Experience Design Group 2009 2010 2011 2012 • Formal group with department leader • Small team of allocated, budgeted resources • Engagement model defined • Influence enterprise UI policies • Expanded library and training • Unify and leverage user experience design across all BI portfolios
  • 83. BI User Experience Design Group 2009 2010 2011 2012 • Fully staffed department • UX specialist for each portfolio • UX center of excellence • Drives consistent, outstanding user experience across all portfolios
  • 84. User Experience Design • More involved than you may think • But, not as costly as you may think • Delivers a better solution sooner • Business experts, not system experts • Lowers cholesterol
  • 85. User Experience Design • More involved than you may think e olleg • But, not as costly as you may think ss rsity C also nive re fr om U nd st erol • Delivers a better solution sooner cholest n “A team has fou ndon to raise g-term i • Business experts, not o pears the lon L system experts ap r s ove le.” • Lowers cholesterol level e peop 05 r 200 er 20 5 so m e e tm emblt h 445944 0..sstm ov o vemabth//445944 0 23 N/ 2 h he l s,, 23.uN/2//hii//he a s New.bb o k C Ne wbbcc..cco .uk BB C///newss. ps? BBp: / new httttp: rh a h Pe
  • 86. User Experience Design Not just sprinkled in throughout the project. A way of thinking carried throughout the project that takes our work from good…
  • 87. To Great!