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MaGIC Academy: User Experience Design and Systems Thinking

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Presented on Day Four of the MaGIC Academy launch marathon, and presented by @dastillman and @j_ling

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MaGIC Academy: User Experience Design and Systems Thinking

  1. 1. THIS SESSION: EXPERIENCE DESIGN
  2. 2. NEXT SESSION: SYSTEMS THINKING
  3. 3. FOCUS ON YOUR USERS Know your users and focus on their key needs relentlessly. SPEAK “USER” Speak your user’s language, not jargon or acronyms KEY GOALS + FLOWS Know your user’s most key goals and your business’ key goals MAP SYSTEMS Map the whole system, and connect flows together KNOW YOUR FUNNEL Make sure you know the entire lifecycle and experience you’re providing. FRONT/BACK OF HOUSE What’s the front and back of your system? Know how internal processes produce user outcomes UNPACK LINKAGES Deconstruct systems and find out the best points to create change for your company LINK TOUCHPOINTS Command and control communication is easy to break. Have iterative touch points on decisions. KNOW YOUR OCEAN What is effecting your system from the outside? How can you anticipate these effects? FIND BIG LEVERS How can you change the game and evolve your business over time? For more info, tools, and workshops, check out: www.thedesigngym.com | @thedesigngym This work by The Design Gym LLC is licensed under a Creative Commons Attribution 4.0 International License. EXPERIENCE DESIGN + SYSTEMS THINKING
  4. 4. @thedesigngym THE DESIGN GYM IS EMPOWERING PEOPLE WITH THE TOOLS TO CREATE CHANGE.
  5. 5. @thedesigngym WE BUILD COMMUNITY WE SUPPORT COMPANIES WE CREATE COLLABORATION
  6. 6. @thedesigngym WE PARTNER WITH DIVERSE COMPANIES
  7. 7. @thedesigngym @thedesigngym #DesignThinking WE’RE SOCIAL:
  8. 8. FIVE EXPERIENCE DESIGN PRINCIPLES: FOCUS ON YOUR USERS KNOW YOUR FUNNEL SPEAK “USER” BUILD A SYSTEM MAP KEY GOALS + FLOWS
  9. 9. PRINCIPLE ONE: FOCUS ON YOUR USERS
  10. 10. BALANCE VOICES MONEY PEOPLE TECHNOLOGY
  11. 11. “WE KNOW OUR USERS” CFO ? CTO
  12. 12. LISTEN TO YOUR USERS Ask open ended questions Only talk 10% of time Use Silence…. Ask for stories and for specific examples. Ex. “Tell me about the last time you…”
  13. 13. CONVERSATION ARCS Rapport building TIME Topical questions Specific research questions Anything I missed? SPECIFIC TO RESEARCH TOPIC
  14. 14. EXPERIENCE INVENTORY! “Is Coffee part of your routine? Is so, how?” “Is there something else you can’t imagine starting the morning without? Tell me about that…” ACTIVITY
  15. 15. EXPERIENCE INVENTORY! “Is Coffee part of your routine? If so, how?” “Is there something else you can’t imagine starting the morning without? Tell me about that…” ACTIVITY Use best practices! Open ended questions Talk 10% of time Use Silence…. Ask for stories and for specific examples. Ex. “Tell me about the last time you…”
  16. 16. PLUSSES AND DELTAS How did you do with the interviewing best practices?
  17. 17. PRINCIPLE TWO: SPEAK “USER”
  18. 18. L.A.T.C.H. Location Alphabetical Time Category Hierarchy
  19. 19. L.A.T.C.H. Location Alphabetical Time Category Hierarchy
  20. 20. CLOCK TIME/HUMAN TIME
  21. 21. USER PERSONAS Could you tell me what “type” of person you’re speaking with? Can you find out their personal L.A.T.C.H, not a universal L.A.T.C.H.? ACTIVITY
  22. 22. EXPERIENCE INVENTORY! “Is Coffee part of your routine? If so, how?” “Is there something else you can’t imagine starting the morning without? Tell me about that…” ACTIVITY Use best practices! Open ended questions Talk 10% of time Use Silence…. Ask for stories and for specific examples. Ex. “Tell me about the last time you…”
  23. 23. PLUSSES AND DELTAS How did you do with the interviewing best practices?
  24. 24. LYNDA.COM To be vs. To do SPEAK USER CASE STUDY
  25. 25. PRINCIPLE THREE: KEY GOALS + FLOWS Beginning Middle End
  26. 26. MAP A FLOW Take out your phone Sketch a the key flow of a mobile app you use daily What’s your goal? What the transformation? ACTIVITY
  27. 27. PRINCIPLE FOUR: BUILD A SYSTEM MAP A Wiring Diagram How do Flows Connect? What are the Primary and Secondary Flows?
  28. 28. SKETCH A SYSTEM What are the secondary flows? What are the other states of the system? What are ALL the screens? ACTIVITY
  29. 29. PRINCIPLE FIVE: KNOW YOUR FUNNEL ENTICE ENTER ENGAGE EXIT EXTEND
  30. 30. MAP THE FUNNEL Re-examine your system map: How are people Enticed into the System? What’s the main point of Entry? How do we know if they’re Engaged? How do people Exit the System (in good and bad ways) How do they or can they Extend your involvement? ACTIVITY
  31. 31. @thedesigngym hello@thedesigngym.com daniel@thedesigngym.com jocelyn@thedesigngym.com
  32. 32. BREAK!
  33. 33. FOCUS ON YOUR USERS Know your users and focus on their key needs relentlessly. SPEAK “USER” Speak your user’s language, not jargon or acronyms KEY GOALS + FLOWS Know your user’s most key goals and your business’ key goals MAP SYSTEMS Map the whole system, and connect flows together KNOW YOUR FUNNEL Make sure you know the entire lifecycle and experience you’re providing. FRONT/BACK OF HOUSE What’s the front and back of your system? Know how internal processes produce user outcomes UNPACK LINKAGES Deconstruct systems and find out the best points to create change for your company LINK TOUCHPOINTS Command and control communication is easy to break. Have iterative touch points on decisions. KNOW YOUR OCEAN What is effecting your system from the outside? How can you anticipate these effects? FIND BIG LEVERS How can you change the game and evolve your business over time? For more info, tools, and workshops, check out: www.thedesigngym.com | @thedesigngym This work by The Design Gym LLC is licensed under a Creative Commons Attribution 4.0 International License. EXPERIENCE DESIGN + SYSTEMS THINKING
  34. 34. FIVE EXPERIENCE DESIGN PRINCIPLES: FRONT/BACK of HOUSE FIND BIG LEVERS UNPACK LINKAGES KNOW YOUR OCEAN LINK TOUCHPOINTS
  35. 35. PRINCIPLE SIX: FRONT/BACK OF HOUSE
  36. 36. FRONT OF THE HOUSE BACK OF THE HOUSE
  37. 37. PRINCIPLE SIX: FRONT/BACK OF HOUSE
  38. 38. PRINCIPLE SIX: FRONT/BACK OF HOUSE Separate consumer pathways from organizational systems of delivery.
  39. 39. PRINCIPLE SIX: FRONT/BACK OF HOUSE Know which organizational processes effect and support user experience
  40. 40. PRINCIPLE SIX: FRONT/BACK OF HOUSE …And what systems touch those systems.
  41. 41. FRONT/BACK OF THE HOUSE CASE STUDY BONOBOS: A WEB SITE
  42. 42. FRONT/BACK OF THE HOUSE CASE STUDY ALSO A STORE+CATALOG
  43. 43. FRONT/BACK OF THE HOUSE CASE STUDY +NINJAS
  44. 44. UNPACK LINKAGES PRINCIPLE SEVEN http://www.instituteofplay.org/wp-content/uploads/2013/07/QDesignPack_SystemsThinking_July2013.pdf
  45. 45. LINKAGES: SUB SYSTEMS PRINCIPLE SEVEN http://www.instituteofplay.org/wp-content/uploads/2013/07/QDesignPack_SystemsThinking_July2013.pdf
  46. 46. WHERE TO CHANGE?! http://www.instituteofplay.org/wp-content/uploads/2013/07/QDesignPack_SystemsThinking_July2013.pdf
  47. 47. http://ben-evans.com/benedictevans/2014/9/4/why-amazon-has-no-profits-and-why-it-works UNPACK LINKAGES
  48. 48. UNKNOWN LINKAGES Interview your partner for 3 minutes and ask: Have you tried to change a system and found unintended consequences? ACTIVITY
  49. 49. CHECK IN What did we learn? ACTIVITY
  50. 50. BLIND ORIGAMI 1. Close you eyes! 2. If you can see this, read step one. ACTIVITY
  51. 51. BLIND ORIGAMI What happened? What could make it work better? ACTIVITY
  52. 52. CONNECT TOUCHPOINTS PRINCIPLE EIGHT Command and Control vs. Web of Communication
  53. 53. CONNECT TOUCHPOINTS PRINCIPLE EIGHT Waterfall Product Development vs. Agile
  54. 54. CONNECT TOUCHPOINTS PRINCIPLE EIGHT 2-way listening Stand-ups and check-ins to reduce organizational drift Planning vs. Tactical Touchpoints Iterate!
  55. 55. KNOW YOUR OCEAN PRINCIPLE NINE
  56. 56. FIVE EXPERIENCE DESIGN PRINCIPLES: FRONT/BACK of HOUSE FIND BIG LEVERS UNPACK LINKAGES KNOW YOUR OCEAN LINK TOUCHPOINTS
  57. 57. What are the currents, tides and trends? Who else is playing in your space? What’s coming into your space? What is your riskiest assumption? KNOW YOUR OCEAN PRINCIPLE NINE
  58. 58. SCENARIO PLANNING KNOW YOUR OCEAN CASE STUDY
  59. 59. FIND BIG LEVERS PRINCIPLE TEN
  60. 60. How can we change the game? How can we build capacity and tip the scales? The bigger changes take more time! FIND BIG LEVERS PRINCIPLE TEN
  61. 61. BUILDING CAPACITY FIND BIG LEVERS CASE STUDY
  62. 62. BUILDING INVENTORY FIND BIG LEVERS CASE STUDY
  63. 63. BUILDING SALES FIND BIG LEVERS CASE STUDY
  64. 64. FOCUS ON YOUR USERS Know your users and focus on their key needs relentlessly. SPEAK “USER” Speak your user’s language, not jargon or acronyms KEY GOALS + FLOWS Know your user’s most key goals and your business’ key goals MAP SYSTEMS Map the whole system, and connect flows together KNOW YOUR FUNNEL Make sure you know the entire lifecycle and experience you’re providing. FRONT/BACK OF HOUSE What’s the front and back of your system? Know how internal processes produce user outcomes UNPACK LINKAGES Deconstruct systems and find out the best points to create change for your company LINK TOUCHPOINTS Command and control communication is easy to break. Have iterative touch points on decisions. KNOW YOUR OCEAN What is effecting your system from the outside? How can you anticipate these effects? FIND BIG LEVERS How can you change the game and evolve your business over time? For more info, tools, and workshops, check out: www.thedesigngym.com | @thedesigngym This work by The Design Gym LLC is licensed under a Creative Commons Attribution 4.0 International License. EXPERIENCE DESIGN + SYSTEMS THINKING
  65. 65. @thedesigngym THE DESIGN GYM IS EMPOWERING PEOPLE WITH THE TOOLS TO CREATE CHANGE.
  66. 66. @thedesigngym WE BUILD COMMUNITY WE SUPPORT COMPANIES WE CREATE COLLABORATION
  67. 67. @thedesigngym hello@thedesigngym.com daniel@thedesigngym.com jocelyn@thedesigngym.com

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