Interaction Design + Product Management


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Talk with Lane Halley: Interaction Design + Product Management. Delivered August 17, 2009 at the Software Product Management Meetup NYC.

Highlights of the talk:

• What is (user) interaction design? (IxD)
• How does IxD contribute to GREAT products?
• How Product Managers can benefit from IxD
• Core IxD techniques

Published in: Business, Technology
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  • Lane knows everything there is to know about interaction design. This is a great primer for the uninitiated, and for those who've tried to adopt some IxD techniques but need a clearer understanding. Highly recommended.
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  • Larry Keeleyof Doblin Inc., identified three qualities of a high-tech business
  • Larry Keeleyof Doblin Inc., identified three qualities of a high-tech business
  • Interaction Design + Product Management

    1. 1. Interaction Design + Product Management<br />Software Product Management Meetup NYCAugust 17, 2009<br />
    2. 2. About Lane Halley<br />Principal Designer at Liquidnet<br />20+ years in SW development<br />Cooper Fellow (Goal-Directed Design©, Personas)<br />Agile 2009 UX stage<br />IxD + PM<br />2<br />8/17/2009<br />
    3. 3. What is Interaction Design?<br />Interaction Design (IxD) defines the structure and behavior of interactive products and services. <br />Interaction Designers create compelling relationships between people and the interactive systems they use, from computers to mobile devices to appliances...<br /><br />IxD + PM<br />3<br />8/17/2009<br />
    4. 4. Why do Product Managers need IxD?<br />Interaction design supports great products<br />A great product takes into account:<br />Peoples’ motivations and behaviors<br />Their environment of use<br />IxD + PM<br />4<br />8/17/2009<br />
    5. 5. Why do Product Managers need IxD?<br />Products that are well designed:<br />Organize functions in ways that make sense to people<br />Help people accomplish their goals without excess work or frustration<br />Generate brand loyalty<br /> <br />IxD + PM<br />5<br />8/17/2009<br />
    6. 6. Pure Digital Technologies, Flip Mino<br /> <br />Cheap and portable flash-based camcorders<br />1.5 MM sold since May ‘07<br />20% of domestic camcorder market (ahead of Sony)<br />IxD + PM<br />6<br />8/17/2009<br />
    7. 7. Considering user needs in context<br />“…consumer electronics companies were focused on creating the smallest, coolest and most technologically advanced products, but they came at it from a hardware side. We come at it from an ecosystem side, meaning that there&apos;s great software that resides in the device and on the computer and on the Internet. And the combination of those three things creates an ecosystem that has a lot of value.”<br />Jonathan Kaplan, Pure Digital CEO<br />SF Chronicle, November 30, 2008<br />IxD + PM<br />7<br />8/17/2009<br />
    8. 8. Different by design<br />The Mino’s design is focused on human needs:<br />Simple editing<br />Simple sharing<br /> <br />IxD + PM<br />8<br />8/17/2009<br />
    9. 9. Flip user interface objectives<br />With the Flip, it’s easy to:<br />Immediately see and watch videos<br />Save videos to the computer for safekeeping<br />Delete unwanted ‘junk’ videos and only save the wanted videos<br />Provide easy access to common activities<br /> <br />IxD + PM<br />9<br />8/17/2009<br />
    10. 10. 8/17/2009<br />IxD + PM<br />10<br />Image:<br /> <br />
    11. 11. It’s hard to make things easy<br />“Creating something simple and fun is very hard; it&apos;s not easy,&quot; Kaplan said. &quot;Otherwise, everyone would be doing it.”<br />Jonathan Kaplan, Pure Digital CEO<br />SF Chronicle, November 30, 2008<br /> <br />IxD + PM<br />11<br />8/17/2009<br />
    12. 12. But it’s worth it!<br />“…stunningly simple to use.” –Wall Street Journal<br />“The controls are so simple, a five-year old could master them.” –Real Simple<br />“…catching life’s little wonders on video just got eaiser.” –Chicago Tribune<br /> <br />IxD + PM<br />12<br />8/17/2009<br />
    13. 13. Why aren’t more products successful?<br />A successful product is more than the sum of its’ features<br /> <br />IxD + PM<br />13<br />8/17/2009<br />
    14. 14. What makes a product successful?<br />IxD + PM<br />14<br />8/17/2009<br />Desirability<br />Capability<br />Product<br />Viability<br />Larry Keeley, three elements of a successful high-tech product<br />
    15. 15. Successful products are balanced<br />IxD + PM<br />15<br />8/17/2009<br />Technology<br />Interaction Design<br />Desirability<br />Capability<br />Product<br />Viability<br />Product Management<br />
    16. 16. How do Interaction Designers work?<br />Interaction designers: <br />Perform user research and usability tests<br />Develop models of users, their attitudes, needs and behaviors<br />Translate this intelligence into useful stories, sketches and prototypes<br /> <br />IxD + PM<br />16<br />8/17/2009<br />
    17. 17. How can a Product Manager use IxD?<br />Even if you’re not a trained Interaction Designer, you can use some of the same thinking and techniques with your teams to produce better products<br /> <br />IxD + PM<br />17<br />8/17/2009<br />
    18. 18. Elements of an Interaction Design strategy<br />Interaction design techniques will help you:<br />Understand who your users are and what they value<br />Ensure the entire team understands and can collaborate on the desired user experience for your product<br />Appropriately balance “big picture” thinking with “just in time” thinking<br />IxD + PM<br />18<br />8/17/2009<br />
    19. 19. TOOLS FOR: Understanding your users<br /> Interviews<br /> Site visits, direct observations<br /> Online observation<br /> Innovation Games<br />IxD + PM<br />19<br />8/17/2009<br />
    20. 20. Interview planning<br />Who do you want to talk to and what do you want to learn?<br /> <br />Planning interview themes<br />Where to find people<br />Incremental research<br />Cultivate a user group<br />Use your visits for multiple purposes<br />IxD + PM<br />20<br />8/17/2009<br />
    21. 21. Effective interviewing<br />Use open-ended questions to encourage conversation<br />“What parts of this process take the most time, and why?”<br />IxD + PM<br />21<br />8/17/2009<br />
    22. 22. Effective interviewing<br />Identify the need behind a feature request<br />“If you HAD feature x, what would that allow you to do?”<br />IxD + PM<br />22<br />8/17/2009<br />
    23. 23. TOOLS FOR: Synthesis<br />Affinity diagrams<br />Personas<br />Workflow models<br />Conceptual models<br /> <br /> <br />IxD + PM<br />23<br />8/17/2009<br />
    24. 24.  Use affinity diagrams for group synthesis<br />Flickr: /improveit/1574052029/<br />IxD + PM<br />24<br />8/17/2009<br />
    25. 25. Good user research = stronger personas<br />Well-researched personas help your team make better decisions. A good persona description defines:<br />Goals<br />Attitudes<br />Work or activity flow<br />Environment<br />Skill level<br />Frustrations<br />IxD + PM<br />25<br />8/17/2009<br />
    26. 26. Specific is more important than accurate<br />IxD + PM<br />26<br />8/17/2009<br />Flickr: /dtsato/582640684/<br />
    27. 27. TOOLS FOR: Ideation<br />Scenarios<br />Sketching<br /> <br />IxD + PM<br />27<br />8/17/2009<br />
    28. 28. How to have a GREAT idea<br />Set yourself up for success with the right elements:<br /> <br />Lateral thinking – with appropriate context<br />Personas – based on a shared understanding of users<br />Scenarios – based on understanding of real user needs and activities<br />Sketching– on paper/whiteboard<br />Collaborative process – that supports the evolving concept<br />IxD + PM<br />28<br />8/17/2009<br />
    29. 29. Using scenarios<br />Scenarios help you imagine how people will use your product. A scenario:<br /> <br />Tells the story of a persona using the product to accomplish their goals<br />Allows us to work from an ideal user experience<br />Provides context for features and functions within broader tasks and workflows<br />Evolves to become more detailed and specific<br />IxD + PM<br />29<br />8/17/2009<br />
    30. 30. Using scenarios<br />Scenarios should be idealistic and high-level. Be sure to focus on:<br /> <br />The new, idealized version of the interaction, (“pretend it’s magic”) not the current process<br />What they want to accomplish and the result, rather than the controls they use<br />IxD + PM<br />30<br />8/17/2009<br />
    31. 31. Collaborative sketching<br />IxD + PM<br />31<br />8/17/2009<br />Flickr: /lanehalley/2744909938/<br />
    32. 32. Design validation<br />Focus groups<br />Usability tests<br />Web analytics<br />IxD + PM<br />32<br />8/17/2009<br />
    33. 33. TOOLS FOR: Creating consensus<br /> <br />Low-fidelity prototype<br />High-fidelity prototype<br />Persona-based audit<br />Usability highlights reel<br /> <br />IxD + PM<br />33<br />8/17/2009<br />
    34. 34. Low-fidelity prototype<br /> <br />Paper<br />OneNote<br />Whiteboard and digital camera<br />Storyboards<br />PPT<br /> <br />IxD + PM<br />34<br />8/17/2009<br />
    35. 35. High-fidelity prototype<br />Benefits:<br />Getting real<br />Help people see/understand<br /> <br />Risks:<br />Can limit innovative thinking<br />Not robust enough to ship<br />IxD + PM<br />35<br />8/17/2009<br />
    36. 36. Persona-based audit<br />A persona-based audit can be used to:<br />Evaluate design<br />Evaluate a current solution<br />Persuasive tool for change<br /> <br />IxD + PM<br />36<br />8/17/2009<br />
    37. 37. What’s the ideal solution? It depends…<br />The right process for your team depends on many things: <br />Complexity of your product domain<br />New product? Later release?<br />Team composition<br />Size<br />Location<br />Skills<br />IxD + PM<br />37<br />8/17/2009<br />
    38. 38. Discussion: What’s your IxD plan?<br />What IxD techniques are best for your product?<br />How will you meet the need for interaction design?<br />IxD thinking/techniques by team members<br />Interaction Designer as consultant to the team<br />Interaction Designer as full-time member of team<br /> <br />IxD + PM<br />38<br />8/17/2009<br />
    39. 39. Thanks! I’d love to hear your stories…<br />Lane Halley<br /><br />twitter: thinknow<br /><br />IxD + PM<br />39<br />8/17/2009<br />
    40. 40. Want to learn more?<br />Cooper offers courses in:<br /> <br /> * Interaction design (4-day)<br /> * Communicating design (2-day)<br /> * Visual interface design (2-day)<br /> * Integrating design (2-day)<br /><br />IxD + PM<br />40<br />8/17/2009<br />
    41. 41. Recommended reading<br />Inspired: How To Create Products Customers Love <br />Marty Cagan<br />Designing for the Digital Age: How to Create Human-Centered Products and Services. Kim Goodwin<br />IxD + PM<br />41<br />8/17/2009<br />