2012 Taiwan UX Summit 工作坊D 簡報

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「2012 台灣使用者經驗高峰會」工作坊D
主題:UX冒出頭 – 像傑克的魔豆長得高又壯
講者:趨勢科技 資深使用者經驗設計經理/徐有儀、趨勢科技 資深使用者經驗設計師/周翊鵬

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2012 Taiwan UX Summit 工作坊D 簡報

  1. 1. 冒出頭像傑克的魔豆長得高又壯
  2. 2. 開始之前… 2
  3. 3. 開始之前… Who Are We? 3
  4. 4. 工作職稱在UX領域上的年資 9% 22% 學界 13% 19% Uxer9% 0-2年 Developer 3-7年 Product manager 9% 10年以上 Others 41% 工作類型 78% 29% 42% 其他 經理 職員 29% 4
  5. 5. 10 mins 為什麼你今天在這?你在公司中遇到的UX挑戰? 5
  6. 6. UXer的英勇傷痕• 我的上司根本不懂什麼是UX!• 大家老是搞不懂UX designer與Visual designer的差別? 好像總是以為有漂 亮的Visual 就可以解決所有的問題• 上面的人以為每個人都可以做design.• 大家總覺得只要談到UX Research就相等於曠日廢時, 所以都很排斥.• 全公司好像只有我在乎UX…• 我已經每天加班到十點才回家, 但為何我 (UXer)依舊經常是別人的Bottle neck?• 我收到的產品需求根本定義不清楚, 但上面的人卻期待我用創意的設計 來提升產品的價值.• 產品需求三天一小改五天一大改, 我該怎麼辦? 6
  7. 7. 分享主題• 何謂UX Leadership• 五個軟實力原則• 互動與討論… 7
  8. 8. 何謂UX Leadership 8
  9. 9. “Leaders are people who influence others to accomplish shared goals. Whether explicitly or by tacit example, they establish and foster values, help people envision a future direction, and support them in getting there.” - Kim Goodwin 9
  10. 10. Viability Feasibility有人會願意買嗎? 開發的出來嗎? Desirability 有人會想要買嗎? 10
  11. 11. UX Leadership ≠ UX Management 11
  12. 12. 前線的UXer都需要有Leadership技巧 12
  13. 13. 堅強的硬功夫堅韌的軟實力 13
  14. 14. user centered design硬功夫 usability testing user research user experience design information architecture user tasks analysis user flows design prototyping front-end development visual design contextual interview card sorting participatory design diary study service design ethnography study interaction design mobile design 14
  15. 15. communication軟實力 visionary collaborative innovative organized flexible influential advocate trustworthy knowledgeable motivating decisive clear approachable open energetic engaged inspirational 15
  16. 16. 16
  17. 17. The 5 Principles Of A Successful UXerBrainStart From Problem Eyes & Ears Understand the AudienceMouthEngagement Heart Passion & Ownership Hand Execution 17
  18. 18. HeartPassion and Ownership熱情的對待與願意參與協助
  19. 19. “Choose a job you love, and you willnever have to work a day in your life.” - 孔子 論語 19
  20. 20. 發掘熱情所在 20
  21. 21. Ownership & Empathy 21
  22. 22. 三重循環的學習 Triple Loop Learning MentalVision Action React Models Results Reflect Revision 22
  23. 23. 在趨勢的E2E Customer Experience Journey 傳統UXer主要焦點1. Know 2. Try 3. Love 4. Buy 傳統MKT主要焦點 23
  24. 24. 討論 10• Mike手伸很長的故事• 如果你是Mike,你會怎麼做? 24
  25. 25. Sales MKTSupport Architecture Branding Technology Consumers 25
  26. 26. 心 之結語 26
  27. 27. Eyes & EarsUnderstand the Audience觀察且聆聽利益攸關者 27
  28. 28. What UXers Are Doing Everyday? Research Design Coordination/Communication 10% 50% 40% 28
  29. 29. 多去認識了解利益攸關者 CEO GM Executives Business sponsor Sales Marketer Legal Project manager Product manager Architect RD QA Support Front-end developer Visual designer Content provider Customers 29
  30. 30. 利益攸關者的類型 Influence Power LOW HIGH Type 3 Type 1 HIGH Non-supportive Key Player Interest Keep Informed Collaborate Closely Type 4 Type 2 LOW Marginal Supportive RD Monitor Keep Satisfied 30
  31. 31. 討論 – 你的利益攸關者類型圖 Influence Power LOW HIGH Type 3 Type 1 HIGH Non-supportive Key Player Interest Keep Informed Collaborate Closely Type 4 Type 2 LOW Marginal Supportive Monitor Keep Satisfied 31
  32. 32. ©Hirotaka Takeuchi, 200432
  33. 33. 攸關利益者的人格特質 Action Dominance Influence 支配型 人際型 Challenge Collaboration Compliance Steadiness 謹慎型 穩定型 Stability //Source: DiSC人格特質測驗 33
  34. 34. 聆聽, 真正的聆聽 34
  35. 35. 眼與耳 之結語• 了解利益攸關者的影響力範圍與個性• 選擇對的stakeholders/project先開始• 聆聽不同的意見,並加以內化• 柔軟的身段 35
  36. 36. BrainStart From Problem以問題解決與商業分析優先,設計次之
  37. 37. “如果我有一個小時來拯救世界,那我會花55分鐘定義出那個問題,然後只花5分鐘去尋找答案” - 愛因斯坦 37
  38. 38. 38
  39. 39. 清楚地定義問題 設計本身 39
  40. 40. 定義問題的三要件• 確認主要目標對象並進行訪談• 蒐集資料• 分析資料 40
  41. 41. 上哪找資料? 找什麼資料?• People • External data – Customers – Gartner’s report – Researcher – Reviews – Support – … – Marketing team – … • Internal data – Past research data – Usability testing result – MKT Survey data – Web analytics – Customer satisfaction survey – Support data – … 41
  42. 42. 討論 20 mins Requirement: 改善技術支援網站的使用經驗• 要如何重新定義這個requirement才會讓它更清楚?• 你可能會跟誰溝通?• 你可能會收集什麼data來做分析? 42
  43. 43. 頭腦 之結語: 轉換自己成為 T-Shaped Person Biz analyst Brand strategist 通才(understanding) Data analyst prototyping Interaction design 專才 User (craft) research Storytelling 43 //Source
  44. 44. MouthEngagement建立共同的使用經驗願景
  45. 45. 是誰說我們都沒有出嘴的 (怒)User researchCustomer journey mapStoryboardingSketchingUX goalsDesign objectivesDesign principlesInformation architectureUser scenarioTask flow 45
  46. 46. 那為什麼被打槍事件如此頻繁? 46
  47. 47. 世界上最遠的距離 不是生與死的距離而是design就在你的面前 你卻不買單 47
  48. 48. Its NOT about UXer. 48
  49. 49. 你…• 有將商業目標也考量進去?• 有利用使用經驗目標來達成商業目標?• 跟他們口中的目標客戶是同一人?• 有利用方法將主觀性剔除在決策與設計外?• 有明確的定義出良好的使用經驗量測標準?• 跟他們是否有在同樣一條路上,向著同樣的目的地前進?• 有促使他們穿上客戶的鞋子嗎 (in customer’s shoes)? 49
  50. 50. 讓利益攸關者 買單是關鍵50
  51. 51. 討論 10• 試回想最近一次你與利益攸關者開會 – 你嘗試賣他什麼 – 他的回應或反應 – 你認為成功或不成功的原因• 桌長在白報紙上寫下成功或不成功的關鍵字 51
  52. 52. 討論 – 實例分享 10 52
  53. 53. 設計概念 設計原則 可量測目標 開發優先順序 使用者故事 使用者分身 客戶經驗歷程圖 商業目標53
  54. 54. Transparency 透明 Involvement 參與 Collaboration 協同 Alliance 結盟54
  55. 55. 剛剛我們談到了… 而這些要如何與日常工作相結合呢? 55
  56. 56. HandExecution使用者為中心設計流程與產品開發流程的結合
  57. 57. How Does UCD Process Fit Into This? Design &Discover Concept Build Measure Iterate 我還是不很確定UX 是啥東東? 好像是 跟User flow還是 wireframe有關? 所以這跟我 為何你一個 有啥關係? Design要搞這麼 久? Business Partner 57
  58. 58. 瀑布(Waterfall)模型 需求 需求分析 設計 設計 開發 開發 測試 Product Develop Life Cycle 維護 58
  59. 59. Agile 流程 //Source 59
  60. 60. Agile Spirit “如果你要造一艘船,別只是讓團隊把木頭搬 來,分工與指派任務。而應該試著去燃起他們 對征服浩瀚無垠大海的渴望。” - Antoine De Saint-Exupery 60
  61. 61. Trend Agile “Design” & Development Process Iteration 0 Iteration 1 Iteration 2 Dog Food Testing Fix issues Implement Implement found from high dev & I2 features & Developer Track I3, E2E low UI fix issues testing and features found in I1 beta Build Release Planning Req. analysis Concept design & validation Design & feedback Design for Review build Design for next next iteration Participate Designer Track iteration E2E & Beta Review build testing 61
  62. 62. Start the Project RightThe old way 好的, 我們可以幫 忙. 你們何時要開我們有個project 會, 再通知我, 我需要design, 你 會進去. 可以幫忙嗎? 62
  63. 63. Start the Project Right The better way 更好的回應方式:我們有個project需 • 介紹自己與你的UX team要design, 你可以幫 • 與你的stakeholders建立關係 忙嗎? • 準備一份UX toolkit以備不時之需 • 成功範例 與ROI ! • UCD process包含了哪些活動 • 簡介活動的價值, 所需花費的時間與work samples • 問清楚product vision, problem statement, requirements, related data, scope以及 timeline. • 提供一份初步的UX plan: • Design problem statement • Design focus and priority • Planned activities and schedule 63
  64. 64. Iteration 0 在Iteration 0要做的事: Iteration 0 • Iteration 0 是整個project中最重要的時期, 需要最 少1至3個月的時間 • 收集與分析資料 • 規劃與執行設計研究 • 產生UX strategy document: Req. analysis – Target user group Concept design & validation – UX goal and principle (measureable) – Major user stories – Design focus – Conceptual design – Plan and roadmap • 不間斷的讓你的stakeholders參與活動, 以得到他 們的buy-in 64
  65. 65. Stay High-Level 65
  66. 66. Planning Stage 在Planning Stage要做的事: • Planning stage以一個禮拜為基礎 • 報告與討論Iteration 0 results 給整個開發團 隊 Planning • 先與內部member確認UX plan, plan必須要包 含: – Research plan – UI plan – Visual design plan – Content delivery plan • 與開發團隊一起檢視評估user stories和 project plan 66
  67. 67. After Project KickoffIteration 1 Iteration 2 在Iteration 1 (or N) stage要做的事: Implement Implement I2 high dev & features & fix • UXer必須要design for下一個iteration low UI issues found features in I1 • 確認這個Iteration的user stories有被正 確與完整的開發 (retrospective) 並且遵 循Design principles Build Design & • UXer只著重在major scenarios的design, feedback 細節交給開發團隊 Design for Design for next iteration • 不須產出沉重的design spec documentsnext iteration Review build • 與開發團隊坐在一起, 與開發團隊一起 做design 67
  68. 68. 68
  69. 69. UX Research與Agile Process Iteration 0 Iteration 1 Iteration 2 Dog Food Testing Implement Implement I2 Fix issues 持續不斷的聆聽Customer的聲音 high dev & features & fix found from I3, Developer Track low UI issues found E2E testing Interview Agile features Agile AgileI1 in and beta Behavior E2E testObservation Utest Utest Utest data Build analysis Release Planning Req. analysis Concept design & validation Design & feedback Review build Design for Designer Track Long-term Research Design for Iteration 2 next iteration Participate E2E & Beta Persona Review build testing Analysis 69
  70. 70. 70
  71. 71. 71
  72. 72. 72
  73. 73. 手 之結語• Be flexible• Be lean – 只選擇最重要的事情做 (Minimal Viable Product) – Reduce waste• 選擇對的project 與stakeholders, 創造口碑先 73
  74. 74. 總結 74
  75. 75. 所以我們剛剛提到了… UX Leadership = 堅強的硬功夫 + 堅韌的軟實力 75
  76. 76. The 5 Principles Of A Successful UXerBrainStart From Problem Eyes & Ears Understand the AudienceMouthEngagement Heart Passion & Ownership Hand Execution 76
  77. 77. 如何讓UX在公司中長得高又壯? UX已經變成公司 很重要的策略之一 公司知道UX很重要 也願意投資在UX上 UX聽起來很重要 但產品開發的出來更重要 UX是什麼? 可以吃嗎? 77
  78. 78. A Cast Study –Trend Micro Titanium Internet Security
  79. 79. A Traditional AV Software • Really complex products! • Complicated configurations! • Not sexy at all! 79
  80. 80. Titanium Design Objectives• Align with Titanium Spirit— Light, Fast, and Smart• Design for Patricia• E2E User Experience Optimization• Design for Delight 80
  81. 81. UCD Methodologies• Design Thinking in the business exploration phase• Design with Persona• MKT, support and user Data Analysis• Design for Go-to-Market• And many other general UCD methodologies… 81
  82. 82. The Transformation 82
  83. 83. “A different, minimalistic interface is what youll find as the outward face of Trend Micros Titanium security suites in 2011. Frankly, its the easiest-to-use security suite interface weve encountered so far this year. The interface was that rare combination of uncluttered and helpful, bringing the featured tools to the fore without feeling overwhelmed... If only other complicated programs were this well designed.” - 2011 CNET Review Feature Complexity 50% Support Contact Rate 40%83
  84. 84. Thank You!徐有儀 yuyi_hsu@gmail.com周一鵬 84

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