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UX STRAT USA: Ha Phan, "Using Design Experiments as a Springboard for Strategy"

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UX STRAT USA: Ha Phan, "Using Design Experiments as a Springboard for Strategy"

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UX STRAT USA: Ha Phan, "Using Design Experiments as a Springboard for Strategy"

  1. 1. USING DESIGN EXPERIMENTS TO KICKSTART STRATEGY Ha Phan @hpdailyrant Principal UX Designer, GoPro Software & Services
  2. 2. The Promise of Storytelling The Problem of Over Capture Finding a Point of View Case Study: 3 experiments for Storytelling Outcome and Guiding Principles
  3. 3. when people think of GoPro …
  4. 4. the promise of storytelling
  5. 5. capture storytelling
  6. 6. 2015 GoPro Mobile App Control. Trim & Share UX didn’t exist in GoPro Software & Services until mid 2014
  7. 7. 2016 GoPro Desktop App offload. edit. share. Keep your camera happy
  8. 8. the problem of over capture
  9. 9. living the moment curating
  10. 10. real life example
  11. 11. 5 minutes of editing
  12. 12. how do we get there?
  13. 13. Editing is hard & time consuming The landscape of video editing is fraught with controls and a steep learning curve.
  14. 14. Adobe Premiere
  15. 15. iMovie
  16. 16. The black box of good storytelling You know it when you see it, but you can’t deconstruct it. You don’t know how to get there.
  17. 17. “I know what a good video looks like, but I don’t have the skills to make them look that way.” Josh
  18. 18. How might we enable users to create an emotional story and make storytelling quick, easy and fun?
  19. 19. EXPERIENCE tech innovations explorations CORE PRINCIPLES | POV exploratory research metrics experiments ASSUMPTIONS Every product has to have a foundation — core principles supported by insights. e mental models INFORMATION ARCHITECTURE INSIGHTS foundation
  20. 20. EXPERIENCE tech innovations explorations CORE PRINCIPLES | POV experiments ASSUMPTIONS What trade offs are users willing to make in a given context ? e mental models INFORMATION ARCHITECTURE INSIGHTS experiments exploratory research metrics
  21. 21. trade off pay off
  22. 22. control automation
  23. 23. moments synched to emotional moments in music
  24. 24. Process
  25. 25. BUILD Functional prototypes for diverging behaviors experiment cycle SYNTHESIZE / LEARN mental model, motivations TEST Qualitative A/B Testing Explorations & Hypothesis THINK
  26. 26. test behaviors not solutions hypothesis mental modelmotivation behavior2 behavior1
  27. 27. prototype to learn, evangelize to align prototype 5 prototype 15 prototype 25 prototype 35 e e e synthesis roadshow synthesis roadshow synthesis roadshow
  28. 28. authentic content Over 150 GB of user submitted video capture behavior Provides clarity into what users are capturing and how they’re capturing. understanding context
  29. 29. 1. trim vs HiLight 2. linear timeline vs smart storyboard 3. music discovery 3 key experiments
  30. 30. research protocol TOPIC TIME Introduction 3 min Exploratory Warm Up 5 min Prototype 1 and 2 (alternate between starting with each model) 40 min Q&A from Observation Room 2 min
  31. 31. experiment 1 trim vs hilight
  32. 32. Cardiff by the Sea, CA - June 2015
  33. 33. Selecting a moment as the first step of video editing is more engaging and quicker than the traditional trim model (selecting ins and outs), even if it means giving up control. experiment 1: trim vs hilight HYPOTHESIS
  34. 34. model 1: trim (selecting ins and outs) model 2: HiLight (moment selection) experiment 2: trim to clip vs HiLight
  35. 35. evangelize to align prototype 5 prototype 15 prototype 25 prototype 35 e synthesis roadshow Story Expectations clip lengths (3 - 5 secs) good stories are short flows and synchs to music aspire to look like GoPro videos online Moment Discovery speed over control helps users find their narrative scrubbing is fun, easy recovery Focus on moments vs time promotes play over work
  36. 36. experiment 2 linear timeline vs smart storyboard
  37. 37. model 1: linear timeline model 2: smart storyboard experiment 2: linear timeline vs smart storyboard
  38. 38. experiment 2: linear timeline vs smart storyboard linear model time is infinite clips and music are unhinged smart storyboard music is the story clips expands and contracts to fit music
  39. 39. Adding moments to dynamically fill and synch to a predefined music duration will be quicker and easier for users to tell their GoPro story than a linear timeline. experiment 2: linear timeline vs smart storyboard HYPOTHESIS
  40. 40. Reaching good-enough in least amount of time Fast and synch to music is more important than control EFFORT / TIME SATISFACTION effort : satisfaction
  41. 41. evangelize to align prototype 5 prototype 15 prototype 25 prototype 35 e e e synthesis roadshow synthesis roadshow synthesis roadshow Effort vs Satisfaction fast over perfect automated over control user feels empowered Music Synching feels magical playful and fun
  42. 42. experiment 3 music discovery
  43. 43. Sampling from a short list and previewing music alongside story will push users to complete their story quicker vs. using controls to filter from a large list. experiment 3: music discovery HYPOTHESIS
  44. 44. model 1: short list model 2: filtered list experiment 3: music discovery
  45. 45. evangelize to align prototype 5 prototype 15 prototype 25 prototype 35 e e e synthesis roadshow synthesis roadshow synthesis roadshow Music Sampling hypothesis was wrong music sampling along side preview is the pervasive behavior music has to match the mood or intent of story drives narrative
  46. 46. The interplay of narrative (content) and tone (music) define narrative serendipitously finding moments Identifying the Ending Discover Moments Reorder Moments Sample & preview matching the feeling compare possibilities
  47. 47. music discovery helps users find their narrative music association evokes story elements moment discovery to match music Movement Punctuate a Moment Activity Mood or FeelingAttitude or Tone Discover More Moments
  48. 48. outcome & core principles
  49. 49. EXPERIENCE tech innovations assumptions explorations CORE PRINCIPLES | POV exploratory research metricsexperiments EXPLORATIONS moments not time, are building blocks of story / memory IP: music events as story structure e mental models INFORMATION ARCHITECTURE INSIGHTS built foundation
  50. 50. “Houston, we have a point of view.” we know what we don’t know demonstrate critical micro-interactions identify opportunities for IP investment derive guiding principles for experience & strategy evangelize design thinking & process outcome
  51. 51. A good story … matches the mood the user has in mind about a topic or an event has a good ending is short (less than 1 min, “people get bored”) flows and synchs to music has quick cuts or varied clip lengths includes best moments (action, emotion, humor, interest point, what matters or is relevant to me)
  52. 52. activity scene placement image Quality emotion relevance / context the atomic moment the smallest emotional trigger
  53. 53. Guiding Principles MAGICAL MOMENT-FOCUSED EMPOWERINGMAGICALLIGHTWEIGHT HiLight focused vs. tweaking and synching time Simple, get to “good enough” with few controls It just knows. Minimal time investment with delightful returns. Makes the user feel like they’re better than they are. Builds them into better storytellers.
  54. 54. EXPERIENCE“You solve one problem and you solve the next one. And if you solve enough problems you get to go home.”

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