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DONNA LICHAW | @DLICHAW | GREATNORTHELECTRIC.COM
TAKE MY JOB!
2
@dlichaw
3
http://inuseful.se/fredagskul-ux-superhero/
Take My Job! @dlichaw | greatnorthelectric.com
FOSTER CREATIVITY
MAKE OTHERS USEFUL
PROMOTE ACCOUNTABILITY
COPING STRATEGIES
Take My Job! @dlichaw | greatnorthelectric.c...
FOSTER CREATIVITY 

SKETCHING

WIREFRAMES + MOCKUPS

PROTOTYPES
MAKE OTHERS USEFUL
PROMOTE ACCOUNTABILITY
COPING STRATEGIES
Take My Job! @dlichaw | greatnorthelectric.com
BENOÎT
CHIEF FINANCIAL OFFICER
Take My Job! @dlichaw | greatnorthelectric.com
BENOÎT
CHIEF FINANCIAL OFFICER
Take My Job! @dlichaw | greatnorthelectric.c...
Take My Job! @dlichaw | greatnorthelectric.com
https://www.flickr.com/photos/68751915@N05/6355836713
BENOÎT CONTROLS
THE BU...
BEN
PRODUCT MANAGER
NOT A DESIGNER
DESIGNS STUFF
Take My Job! @dlichaw | greatnorthelectric.com
BEN
PRODUCT MANAGER
NOT A DESIGNER
DESIGNS STUFF
Take My Job! @dlichaw | greatnorthelectric.com
TEACH BEN
Take My Job! @dlichaw | greatnorthelectric.com
MAKE BEN
LOOK GOOD*
* BEN ALSO CONTROLS THE BUDGET
ED & ALI
LEAD ENGINEER
ART DIRECTOR
DON’T ALWAYS AGREE
WANT REQUIREMENTS
PROBLEM SOLVERS
Take My Job! @dlichaw | greatnort...
ED & ALI
LEAD ENGINEER
ART DIRECTOR
DON’T ALWAYS AGREE
WANT REQUIREMENTS
PROBLEM SOLVERS
Take My Job! @dlichaw | greatnort...
ED & ALI
LEAD ENGINEER
ART DIRECTOR
DON’T ALWAYS AGREE
WANT REQUIREMENTS
PROBLEM SOLVERS
Take My Job! @dlichaw | greatnort...
FOSTER CREATIVITY
MAKE OTHERS USEFUL
INTERVIEW NOTES

DATA MODELS & PERSONAS 

USER INTERVIEWS & TESTS
PROMOTE ACCOUNTABIL...
SUE
DIRECTOR OF PRODUCT
NEEDS TO INCREASE ENGAGEMENT
WANTS ADVICE
DOESN’T ALWAYS LISTEN
SUE
DIRECTOR OF PRODUCT
NEEDS TO INCREASE ENGAGEMENT
WANTS ADVICE
DOESN’T ALWAYS LISTEN
!
ASK SUE TO
TAKE NOTES
SUE
DIRECTOR OF PRODUCT
NEEDS TO INCREASE ENGAGEMENT
WANTS ADVICE
DOESN’T ALWAYS LISTEN
!
CREATES BUY-IN
LISA
CUSTOMER SERVICE
DIRECTOR
YOUR NEW BEST FRIEND
LISA KNOWS EVERYTHING
Take My Job! @dlichaw | greatnorthelectric.com
LISA
CUSTOMER SERVICE
DIRECTOR
YOUR NEW BEST FRIEND
LISA KNOWS EVERYTHING
Take My Job! @dlichaw | greatnorthelectric.com
G...
LISA
CUSTOMER SERVICE
DIRECTOR
YOUR NEW BEST FRIEND
LISA KNOWS EVERYTHING
Take My Job! @dlichaw | greatnorthelectric.com
H...
DAVID
FOUNDER
DAVID NEEDS “UX”
NOT USER RESEARCH
Take My Job! @dlichaw | greatnorthelectric.com
DAVID
FOUNDER
DAVID NEEDS “UX”
NOT USER RESEARCH
Take My Job! @dlichaw | greatnorthelectric.com
GET DAVID OUT
OF THE BUILD...
DAVID
FOUNDER
DAVID NEEDS “UX”
NOT USER RESEARCH
Take My Job! @dlichaw | greatnorthelectric.com
HELP DAVID
DO HIS JOB
FOSTER CREATIVITY
MAKE OTHERS USEFUL
PROMOTE ACCOUNTABILITY
COPING STRATEGIES
Take My Job! @dlichaw | greatnorthelectric.c...
Take My Job! @dlichaw | greatnorthelectric.com
DONNA
FIXER
WANT TO MAKE THINGS BETTER
Take My Job! @dlichaw | greatnorthelectric.com
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Seamless!|!i...
Take My Job! @dlichaw | greatnorthelectric.com
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Seamless!|!i...
Take My Job! @dlichaw | greatnorthelectric.com
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Seamless!|!i...
Take My Job! @dlichaw | greatnorthelectric.com
COLLABORATIVE
PRIORITIZIATION	

IMG: HOLDING HANDS
Take My Job! @dlichaw | ...
EVERYONE WANTS
TO BE A HERO
Take My Job! @dlichaw | greatnorthelectric.com
Take My Job! @dlichaw | greatnorthelectric.com
DAVID
Created a product that
people use, love, and pay for
LISA
Got fewer c...
Take My Job! @dlichaw | greatnorthelectric.com
WHO IS YOUR USER?
WHAT IS THEIR GOAL?
WHAT PROBLEM DO THEY HAVE?
HOW CAN YO...
Take My Job! @dlichaw | greatnorthelectric.com
FA = −FB
HEROA = −HEROB
Take My Job! @dlichaw | greatnorthelectric.com
DAVID
Asked me back and refers me
EMMA
Lost touch
BENOIT
Moved back to Fran...
THEY’RE A HERO
YOU’RE A HERO
Take My Job! @dlichaw | greatnorthelectric.com
THANK YOU.
Donna Lichaw
@dlichaw
greatnorthelectric.com
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Take My Job!

Only designers are qualified to craft amazing user experiences, right? We spend years learning, doing, and honing our craft as a reaction to non-designers designing digital things that were difficult to use. But you know what a lot of product managers with little to no design training are now responsible for? The user experience. They do things like talk to users, whip up wireframes and mockups, build interfaces and flows, and determine feature sets and functionality. You know what developers, founders, even executives never stopped doing and don’t think twice about doing? Designing stuff. After years of working as a designer, manager, and developer, Donna finally learned the secret to designing great digital products and user experiences: teach everyone *else* on the team how to do it right and do it well.

Join Donna as she shows you how to inject some pedagogy into your work life so that you can effect change, improve quality, and better create awesome things with a team. See how outsourcing and open-sourcing your job not only fosters an environment of creativity, but renders the designer and design team invaluable and indispensable.

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Take My Job!

  1. 1. DONNA LICHAW | @DLICHAW | GREATNORTHELECTRIC.COM TAKE MY JOB!
  2. 2. 2 @dlichaw
  3. 3. 3
  4. 4. http://inuseful.se/fredagskul-ux-superhero/
  5. 5. Take My Job! @dlichaw | greatnorthelectric.com
  6. 6. FOSTER CREATIVITY MAKE OTHERS USEFUL PROMOTE ACCOUNTABILITY COPING STRATEGIES Take My Job! @dlichaw | greatnorthelectric.com
  7. 7. FOSTER CREATIVITY 
 SKETCHING
 WIREFRAMES + MOCKUPS
 PROTOTYPES MAKE OTHERS USEFUL PROMOTE ACCOUNTABILITY COPING STRATEGIES
  8. 8. Take My Job! @dlichaw | greatnorthelectric.com BENOÎT CHIEF FINANCIAL OFFICER
  9. 9. Take My Job! @dlichaw | greatnorthelectric.com BENOÎT CHIEF FINANCIAL OFFICER Take My Job! @dlichaw | greatnorthelectric.com “THANK YOU”
  10. 10. Take My Job! @dlichaw | greatnorthelectric.com https://www.flickr.com/photos/68751915@N05/6355836713 BENOÎT CONTROLS THE BUDGET
  11. 11. BEN PRODUCT MANAGER NOT A DESIGNER DESIGNS STUFF Take My Job! @dlichaw | greatnorthelectric.com
  12. 12. BEN PRODUCT MANAGER NOT A DESIGNER DESIGNS STUFF Take My Job! @dlichaw | greatnorthelectric.com TEACH BEN
  13. 13. Take My Job! @dlichaw | greatnorthelectric.com MAKE BEN LOOK GOOD* * BEN ALSO CONTROLS THE BUDGET
  14. 14. ED & ALI LEAD ENGINEER ART DIRECTOR DON’T ALWAYS AGREE WANT REQUIREMENTS PROBLEM SOLVERS Take My Job! @dlichaw | greatnorthelectric.com
  15. 15. ED & ALI LEAD ENGINEER ART DIRECTOR DON’T ALWAYS AGREE WANT REQUIREMENTS PROBLEM SOLVERS Take My Job! @dlichaw | greatnorthelectric.com LOCK THEM AWAY FOR A MORNING
  16. 16. ED & ALI LEAD ENGINEER ART DIRECTOR DON’T ALWAYS AGREE WANT REQUIREMENTS PROBLEM SOLVERS Take My Job! @dlichaw | greatnorthelectric.com UNLOCK POTENTIAL
  17. 17. FOSTER CREATIVITY MAKE OTHERS USEFUL INTERVIEW NOTES
 DATA MODELS & PERSONAS 
 USER INTERVIEWS & TESTS PROMOTE ACCOUNTABILITY COPING STRATEGIES
  18. 18. SUE DIRECTOR OF PRODUCT NEEDS TO INCREASE ENGAGEMENT WANTS ADVICE DOESN’T ALWAYS LISTEN
  19. 19. SUE DIRECTOR OF PRODUCT NEEDS TO INCREASE ENGAGEMENT WANTS ADVICE DOESN’T ALWAYS LISTEN ! ASK SUE TO TAKE NOTES
  20. 20. SUE DIRECTOR OF PRODUCT NEEDS TO INCREASE ENGAGEMENT WANTS ADVICE DOESN’T ALWAYS LISTEN ! CREATES BUY-IN
  21. 21. LISA CUSTOMER SERVICE DIRECTOR YOUR NEW BEST FRIEND LISA KNOWS EVERYTHING Take My Job! @dlichaw | greatnorthelectric.com
  22. 22. LISA CUSTOMER SERVICE DIRECTOR YOUR NEW BEST FRIEND LISA KNOWS EVERYTHING Take My Job! @dlichaw | greatnorthelectric.com GIVE LISA A PROJECT TO DO
  23. 23. LISA CUSTOMER SERVICE DIRECTOR YOUR NEW BEST FRIEND LISA KNOWS EVERYTHING Take My Job! @dlichaw | greatnorthelectric.com HELP LISA DO HER JOB
  24. 24. DAVID FOUNDER DAVID NEEDS “UX” NOT USER RESEARCH Take My Job! @dlichaw | greatnorthelectric.com
  25. 25. DAVID FOUNDER DAVID NEEDS “UX” NOT USER RESEARCH Take My Job! @dlichaw | greatnorthelectric.com GET DAVID OUT OF THE BUILDING* * WORKING FOR YOU
  26. 26. DAVID FOUNDER DAVID NEEDS “UX” NOT USER RESEARCH Take My Job! @dlichaw | greatnorthelectric.com HELP DAVID DO HIS JOB
  27. 27. FOSTER CREATIVITY MAKE OTHERS USEFUL PROMOTE ACCOUNTABILITY COPING STRATEGIES Take My Job! @dlichaw | greatnorthelectric.com
  28. 28. Take My Job! @dlichaw | greatnorthelectric.com DONNA FIXER WANT TO MAKE THINGS BETTER
  29. 29. Take My Job! @dlichaw | greatnorthelectric.com ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Seamless!|!iPad!Usability!Testing!Report!!|!November!21,!2011!|!p!7! !! ! ! • 6/6!were!finally!able!to!add!a!coke!to!their!bag! Task!5:!Actually,!make!that!two!cokes.! • 5/6!successfully!increased!the!amount!of!cokes!from!1!to!2!in!their!bag!! • 1/6!did!not!realize!they!could!tap!on!an!item!in!the!bag!to!increase!the!quantity!and! navigated!back!to!the!menu,!added!a!second!coke!and!then!wondered!why!they!had!two! separate!line!items!in!their!bag!instead!of!one!line!item!with!a!quantity!of!2! Severity:!Negligible! Task!6:!Let’s!maybe!get!a!dessert!too…never!mind,!we’re!good!–!let’s!just!order! what!we!have.! • 5/6!successfully!navigated!back!to!the!bag!by!using!the!app!menu! • Issue:!1/6!wondered!why!the!icon!with!the!subtotal!in!the!bottom!right!corner!of!the!app! didn’t!take!them!directly!to!the!bag!like!they!expected!it!to.!This!participant!preferred!to! reach!the!bag!in!one!click!rather!than!the!two!required.! DONNA FIXER WANT TO MAKE THINGS BETTER
  30. 30. Take My Job! @dlichaw | greatnorthelectric.com ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Seamless!|!iPad!Usability!Testing!Report!!|!November!21,!2011!|!p!7! !! ! ! • 6/6!were!finally!able!to!add!a!coke!to!their!bag! Task!5:!Actually,!make!that!two!cokes.! • 5/6!successfully!increased!the!amount!of!cokes!from!1!to!2!in!their!bag!! • 1/6!did!not!realize!they!could!tap!on!an!item!in!the!bag!to!increase!the!quantity!and! navigated!back!to!the!menu,!added!a!second!coke!and!then!wondered!why!they!had!two! separate!line!items!in!their!bag!instead!of!one!line!item!with!a!quantity!of!2! Severity:!Negligible! Task!6:!Let’s!maybe!get!a!dessert!too…never!mind,!we’re!good!–!let’s!just!order! what!we!have.! • 5/6!successfully!navigated!back!to!the!bag!by!using!the!app!menu! • Issue:!1/6!wondered!why!the!icon!with!the!subtotal!in!the!bottom!right!corner!of!the!app! didn’t!take!them!directly!to!the!bag!like!they!expected!it!to.!This!participant!preferred!to! reach!the!bag!in!one!click!rather!than!the!two!required.! DONNA FIXER WANT TO MAKE THINGS BETTER CRICKETS
  31. 31. Take My Job! @dlichaw | greatnorthelectric.com ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Seamless!|!iPad!Usability!Testing!Report!!|!November!21,!2011!|!p!7! !! ! ! • 6/6!were!finally!able!to!add!a!coke!to!their!bag! Task!5:!Actually,!make!that!two!cokes.! • 5/6!successfully!increased!the!amount!of!cokes!from!1!to!2!in!their!bag!! • 1/6!did!not!realize!they!could!tap!on!an!item!in!the!bag!to!increase!the!quantity!and! navigated!back!to!the!menu,!added!a!second!coke!and!then!wondered!why!they!had!two! separate!line!items!in!their!bag!instead!of!one!line!item!with!a!quantity!of!2! Severity:!Negligible! Task!6:!Let’s!maybe!get!a!dessert!too…never!mind,!we’re!good!–!let’s!just!order! what!we!have.! • 5/6!successfully!navigated!back!to!the!bag!by!using!the!app!menu! • Issue:!1/6!wondered!why!the!icon!with!the!subtotal!in!the!bottom!right!corner!of!the!app! didn’t!take!them!directly!to!the!bag!like!they!expected!it!to.!This!participant!preferred!to! reach!the!bag!in!one!click!rather!than!the!two!required.! DONNA FIXER WANT TO MAKE THINGS BETTER FA = −FB
  32. 32. Take My Job! @dlichaw | greatnorthelectric.com COLLABORATIVE PRIORITIZIATION IMG: HOLDING HANDS Take My Job! @dlichaw | greatnorthelectric.com COLLABORATE
  33. 33. EVERYONE WANTS TO BE A HERO Take My Job! @dlichaw | greatnorthelectric.com
  34. 34. Take My Job! @dlichaw | greatnorthelectric.com DAVID Created a product that people use, love, and pay for LISA Got fewer complaints BENOIT Felt useful BEN Launched on time SUE Increased engagement ED & ALI Increased engagement
  35. 35. Take My Job! @dlichaw | greatnorthelectric.com WHO IS YOUR USER? WHAT IS THEIR GOAL? WHAT PROBLEM DO THEY HAVE? HOW CAN YOU: FOSTER CREATIVITY? MAKE THEM USEFUL? PROMOTE ACCOUNTABILITY? } MAKE THEM A HERO
  36. 36. Take My Job! @dlichaw | greatnorthelectric.com FA = −FB HEROA = −HEROB
  37. 37. Take My Job! @dlichaw | greatnorthelectric.com DAVID Asked me back and refers me EMMA Lost touch BENOIT Moved back to France BEN Hired me for another project SUE Hired me for another project ED & ALI Asked me back and refers me
  38. 38. THEY’RE A HERO YOU’RE A HERO Take My Job! @dlichaw | greatnorthelectric.com
  39. 39. THANK YOU. Donna Lichaw @dlichaw greatnorthelectric.com

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