How To Overhaul Your UI Design Without Upsetting Users

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How To Overhaul Your UI Design Without Upsetting Users

  1. 1. How to Overhaul Your Design Without UpsettingYour Users Mary Piontkowski, Macadamian Brian Lawley, 280 Group
  2. 2. Agenda PART 1 Meet the Speakers PART 2 WHEN to Consider Overhauling Your Design in the Seven Phase Life Cycle PART 3 HOW to Overhaul Your Design Without Upsetting Your Users 2
  3. 3. Introductions Brian Lawley Mary Piontkowski CEO & Founder Director, User Experience 280 Group Macadamian Brian Lawley is the CEO and Founder of Mary Piontkowski, Macadamian’s the 280 Group and the author three Director, User Experience, has worked best-selling books, The Phenomenal with high-profile companies such as Product Manager, Expert Product Adaptive Path, Organic, and Management and 42 Rules of Product Macromedia. Through her strategic Management and is the former approach, creative expertise, and President of the Silicon Valley Product mastery of a variety methods for Management Association. Brian was design and innovation, Mary has awarded the Association of International helped build robust experiences for Product Marketing Management award Fortune 100 and 500 companies such for Thought Leadership in Product as Macys, Levis, PayPal, Sun Management, and has been featured on Microsystems, Hasbro, Sprint, AT&T, World Business Review and the Silicon Allstate, and Microsoft. Valley Business Report. Confidential 5/17/2012 3
  4. 4. About 280Group: Seven Phase LifeCycle Book- Everyone gets a copy- www.tinyurl.com/freeoppbook- Please share! 5
  5. 5. About Macadamian – Research, Design, & Development Confidential 5/17/2012 6
  6. 6. PART 2WHEN to Consider OverhaulingYour Design in the Seven PhaseLife Cycle 7
  7. 7. Seven Phase LifeCycle™• Phase: Stage in the product lifecycle• Gate: Critical decision point ending a phase, and starting the next• Product LifeCycle: phases from conceive to retire 8
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  10. 10. PART 3HOW to Overhaul Your DesignWithout Upsetting Your Users1. Make changes based on evidence2. Have a process in place to collect the right kind of evidence3. Decide if a redesign is in order4. Redesign with the right expertise & process5. Be prepared for backlash 11
  11. 11. 1. Make changes based on EVIDENCE 12
  12. 12. Evidence vs. Subjective Ideas & DebatesEvidence Subjective Ideas & Debates• Goals • Endless UI debates•• Metrics / performance Observation VS. • • Pet projects Feature creep• User feedback • Tunnel vision• Competitive landscape • Unnecessary facelifts • Dogmatic advice 13
  13. 13. 2. Have a PROCESS in place to collect the right kind of evidence 14
  14. 14. User-Centered Design Process 15
  15. 15. Tools for Gathering and Making Sense of Evidence• Personas and customer journey maps• Metrics and satisfaction scores• Ongoing usability and observation• Ongoing competitive analysis• Value & opportunity assessment 16
  16. 16. Research Should Be Ongoing− Observation − Usability− Contextual inquiry − Surveys− Participatory design − Internal brainstorms with SMEs− Card sorting and structured in person activities 17
  17. 17. Consider Context When You Seek FeedbackWhere? What Else is Going On? 18
  18. 18. Experience Maps: Diagram Your Customer’s Journey 19
  19. 19. Personas: Paint a Picture of The Motivations and Key Use Cases • People typically connect with stories better than reports • Paint a picture of key user types • Demonstrate use cases and priority tasks • Use a quote to express the impact the product has on the user 20
  20. 20. Have a Process in Place to Collect the Right Kind of Evidence • Keep Complaints in Check • Get to the Bottom of the Real Issues • Be “proactive” not “reactive” “Your Product Sucks!” ( ) 21
  21. 21. 3. Decide if a REDESIGN is in order 22
  22. 22. With Evidence, Determine the True Issues • Big or small? • Extreme or expected? • What is there to lose? What is there to gain? − Customers? − Investors? − ROI? − Image? 23
  23. 23. 4. Redesign With the Right EXPERTISE & PROCESS 24
  24. 24. Design With the Right Expertise & Process • Is additional expertise required? • Is additional strategy or research required? • Inside vs. outside? • Don’t be afraid to simplify! • Test your concepts first! 25
  25. 25. 5. Be PREPARED for Backlash 26
  26. 26. Be Prepared for Backlash• Backlash – The biggest form of flattery• People resist change• Be patient, don’t panic• Listen• Process the feedback in context 27
  27. 27. Be Prepared for Backlash• Have a communication plan, consider your power users• Have the foresight to respond quickly• Consider a phased roll-out• Is training & education required?• Can product features/notifications help with the transition? 28
  28. 28. Thank You!• Slides: URL will be emailed to everyone• Giveaways − Product Management LifeCycle Toolkit™ − One copy of each book 29
  29. 29. Contact UsMary Piontkowskimpiontkowski@macadamian.comFollow Macadamian on Twitter: @macadamianlabsBrian LawleyCEO & Founder280 Group LLCcontact@280group.comFollow 280 Group on Twitter: @the280Group 30
  30. 30. Design ResourcesBooks:• The Designful Company: How to build a culture of nonstop innovation, Marty Neumeier• Innovation Workshop, Marty Neumeier• Switch: How to Change Things When Change is Hard, Chip Heath and Dan Heath• Change by Design: How Design Thinking Transforms Organizations and Inspired Innovation, Tim Brown• Inside Apple, Adam LashinskyExperience Map Resources:• http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map• http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/• http://nform.com/blog/2010/02/experience-maps-cross-channel-experiences- deliverable-for-gamers• http://rosenfeldmedia.com/books/mental-models/Persona Resources:• http://www.cooper.com 31
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