UX Istanbul 2015: Why Design Has A Set At the Table
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Prarthana Johnson shares how design has a seat at the table at Microsoft. She walks through a case study where user research conducted an ethnography to influence a new strategy called groupsonas. This work has influenced many products across Microsoft such as Teams, OneNote, Office, Skype, Surface Hub and more.
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UX Istanbul 2015: Why Design Has A Set At the Table
- 1. WHY DESIGN HAS A SEAT AT THE TABLE HOW WE AT SKYPE DELIVER DESIGN TO OUR EXECUTIVES
- 2. HELLO!MY NAME IS PRARTHANA JOHNSON
- 3. I LOVEWHAT I DO
- 4. I’VE ALWAYS BEEN WHAT I CALL A STRATEGIC DESIGNER
- 8. I’M PART OF A CROSS DISCIPLINE TEAM (SEVERAL PEOPLE ARE EVEN EXECUTIVES) TO FIGURE OUT WHAT’S NEXT FOR
- 13. BALANCEEQUALS GREAT PRODUCTS & SERVICES DESIRABILITY SERVICES DEVICES HOME WEB do they want this? VIABILITY should we do this? FEASIBILITY can we do this?
- 14. MICROSOFT CALLS THIS BXT EXPERIENCE SERVICES DEVICES HOME WEB BUSINESS TECHNOLOGY B X T
- 15. FAILED PRODUCTS ARE FAILED PARTNERSHIPS
- 16. PITCH Create a synergistic vision and sell the product. DESIGN Develop compelling experiences for hardware, software and services. ALIGN As a designer work closely with marketing and engineering teams.
- 18. USERS DON’T ADOPT TECHNOLOGIES BECAUSE THEY ARE INNOVATIVE USERS ADOPT TECHNOLOGIES BECAUSE THEY FIT MEANINGFULLY INTO THEIR LIVES
- 19. DISCOVER SYNTHESIZE IDEATE PROTOTYPE IMPLEMENT Who Why Where How Summary Findings Direction Focus Ideas Concepts Explorations Trials Craft Test Iterate Refine Make Ship Produce Finalize UX PROCESS
- 20. GO FOR BREADTH OF PERSPECTIVES BUILD DEPTH ON ONE IDEA QUESTION EVERYTHING SEE YOUR PROBLEMS AND SOLUTIONS IN A NEW LIGHT
- 21. EXPLORE RESEARCH, INDENTIFY THE INSIGHTS Unknownwebsource
- 23. SKETCH IDEAS. EVEN STICK FIGURES. IT IS ABOUT QUANTITY. BRAINSTORMBRAINSTORM SKETCH IDEAS. IT IS ABOUT QUANTITY.
- 24. MINS MAX ON EACH5 OR MORE CONCEPTS50 CONCEPT PER SHEET1 TITLE FOR EACH CONCEPT1 SENTENCE DESCRIPTION1
- 25. The skateboarding app allows new skaters, seasoned skaters, and skateboarding fans to be connected to a rich conversations about skating in hopes to expand their skills by recording, evaluating, and providing feedback to one another. SENTENCE CUSTOMER PROMISE1 VALUE PROPOSTIONEXPLAIN WHY A USER WOULD WANT YOUR PRODUCT & SERVICE
- 26. WRITE USE CASESUSE YOUR TARGET PERSONAS 1. Joe is at the skatepark. He wants to try a new trick called the boardslide, He launches his app and searches for the trick. He watches a video and reads some comments from other skaters on the best way to approach a boardslide as a first timer. 2. Lindsey is the only girl skater at the skatepark she uses, she is wanting to meet other girl skaters to start a new group that tricks. 3… describe how they will accomplish their goals with your products & services 20FILTERED & RANKED
- 27. PRODUCT SPECS KNOW THE OUTSIDE. KNOW THE INSIDE.
- 28. SKETCH I.A. & TASK FLOWS Uknownwebsource
- 33. WHERE are these experiences? Is it in the car? On a device? At Work? On the go? WHO are the target users? Are there Personas established from Marketing? WHAT is the promise? What do users get? Does it benefit the company? Is it a differentiator? HOW will you build it? Do you have to invest in building a new architecture? WHEN is this going to be used? Is it in the morning? When someone is sleeping? WHY would people use it? Does it align with your companies' larger strategy?
- 34. • Inform the interaction model & wireframes • Build out your use cases • Vet product concepts and interactions • Be quick and iterative • Sell Your Ideas • Convey product value proposition • Sell the vision and brand fit DEFINE AND REFINE STORYBOARD
- 35. DO • Focus on the high-level • Focus on a 1-3 primary use cases • Show the most likely UX DON’T • Get bogged down in the details
- 36. PEEK INTO OUR DESIGN PROCESS
- 40. FRIENDS Sarah and Robin are best friends since college. Sarah is married to John and has 2 kids, Robin is still single. They both live in San Francisco but are an hour apart. With traffic in the city they don’t meet as much as they’d like to, but instead they text or call each other daily. Sarah tries to find time to meet f2f, but Sarah’s time is in short demand and hard to plan around since she has a boy friend named Austin. It is intense and turbulent love. Austin travels a lot and doesn’t always give Robin the time and attention she needs - this often puts Sarah on the edge and in need of Robin’s emotional support. Challenge 1: Girl friends are forever Sarah and Robin talk about the ups and downs of their day while doing mundane things, like shopping for groceries, making dinner, folding laundries. How can Sarah and Robin find more opportunities on the daily basis to connect, show love and appreciation to each other? Challenge 2: Balancing spontaneous acts Robin is always anxious about getting more time and attention from Austin. With Austin’s unpredictable work schedule, Robin is always on stand-by mode. Sarah wants to support Robin by keeping her occupied doing things together. On many occasions, Robin has canceled her plans with Sarah at the last minute because Austin’s time frees up and Sarah ends up spending time with him instead. How can Sarah balance two sets of uncertain schedules without hurting anyone’s feelings. Challenge 3: Double date Sarah received a special invitation from a wine club and invites Robin and Austin to go along with her and her husband John. They want to visit the winery and other attractions near by. The two guys have done their own research and have found different ideas about when and where else to go. How can the girls help coordinate and accommodate everyone around this great opportunity to spend time together OLD FRIENDS, NEW FLAME KEY PERSPECTIVES Sarah: 33, married with 2 kids Robin: 29, single Austin: 32, Sarah’s boy friend John: 40, Sarah’s husband ProjectwithStrategicResearcherlead:Ming-liChai
- 41. for your groupsona: for each challenge considering all perspectives document on post it notes needs/paint points for “how do they each feel : repeat until you complete all your challenges Family Friends Shared Interest Project Team Classroom Business to Customers We are tuned in to each other, and engage meaningfully when the moment arises. AWARE We are fully engaged face-to- face, side-by-side in shared activities ALIVE We feel comfortable expressing ourselves. We are recognized and protected properly in context. CONFIDENT We evolve our relationship with ease, and celebrate our journey along the way. EVOLVING 1 2 3 • Share a sense of rhythm, • awareness & place • Discover & act on what matters now • Show care and reciprocate • Interact naturally & intuitively • Experience what you experience • Immerse in the flow of shared activities • Express and share confidently • Feel in control & in the know • Feel protected and secure from mistakes • Morph, scale, split (or end) with grace • Curate & tell our stories • Reminisce our past & discover future possibilities ProjectwithStrategicResearcherlead:Ming-liChai
- 42. WE DISCUSSED PEOPLE’S EXPERIENCES ENGINEER DESIGNER ENGINEER MARKETER
- 43. WE IDENTIFIED NEEDS & PAIN POINTS
- 44. WE CAME UP WITH LOTS OF IDEAS
- 46. WE FOUND OUR GREAT IDEAS & PUT THEM INTO A FLOW
- 49. A 14 PERSON TEAM CREATED A SHARED P.O.V. PITCH WITH OUR S.L.T.
- 50. WE SHARED THE BIZ PLAN AND EXPERIENCE VIDEOS
- 51. WE WALKED THROUGH UX MOODBOARDS
- 52. WE EXPLAINED THE TECH INVESTMENTS & SHOWED WORKING PROTOTYPES
- 53. A 7 HOUR PRESENTATION TO EXECUTIVES EXEC EXEC EXEC EXEC EXEC
- 55. DESIGNERS ARE ESSENTIAL TO HELP TELL THE STORY OF PRODUCTS FOR OUR CUSTOMERS
- 56. CREATE A CULTURE OF COLLABORATION
- 57. GET FEEDBACK ON WORK IN PROGRESS MORE OFTEN
- 59. YOU AS DESIGNERS MAY BE THE KEY TO PARTNER, CREATE, PITCH & BUILD THE NEXT BIG THING
- 60. THANK YOU! Findme:Prarthana Johnson onlinkedin Q&ASpecial thanks to the Senior Executives at Skype and Ming-li Chai the Yin to my Yang in our Design strategy efforts.