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The Business of UX - Being a Designer Is Not Enough

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SoCalUXCamp 2017. Presented by Frank Garofalo · Beginner Difficulty

Most User Experience (UX) practitioners traditionally focuses on three areas: Design, Development, and Research. Frank will highlight the importance of a fourth key factor: Business, including the core areas of: product management, product marketing, sales, and strategy. The mission of a top-notch UX team is to balance the following four attributes:

a) needs of the person (customer)
b) needs of the organization (business)
c) what aesthetically looks pleasing (design)
d) what functionally works well (development)

Frank has worked in the web design industry for over 18 years, and has served as UX executive at a billion-dollar software company. Through his professional experience of growing his previous team from 3 to 35 designers and researchers, he has gained useful lessons which he’ll share with you:

• Skills related to Design
• Understanding of Development
• Research your target audience
• Understanding of Business

Published in: Design
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The Business of UX - Being a Designer Is Not Enough

  1. 1. The Business of UX Being a Designer is Not Enough Frank Garofalo Principal Consultant, Garofalo Studios @fgarofalo SoCal UX Camp 2017 13-August-2017 © 2017 Garofalo Studios. 1UXSubscription.com | @UXSubscription
  2. 2. © 2017 Garofalo Studios. 2UXSubscription.com | @UXSubscription
  3. 3. © 2017 Garofalo Studios. 3UXSubscription.com | @UXSubscription
  4. 4. The Business of UX Being a Designer is Not Enough Frank Garofalo Principal Consultant, Garofalo Studios @fgarofalo SoCal UX Camp 2017 13-August-2017 © 2017 Garofalo Studios. 4UXSubscription.com | @UXSubscription
  5. 5. The Business of UX Being a Designer is Not Enough © 2017 Garofalo Studios. 5UXSubscription.com | @UXSubscription
  6. 6. © 2017 Garofalo Studios. 6 Any fool can know. The point is to understand. Albert Einstein UXSubscription.com | @UXSubscription
  7. 7. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 7
  8. 8. © 2017 Garofalo Studios. 8 4 Attributes The Toolbox The House The Carpenter UXSubscription.com | @UXSubscription Being a Designer is Not Enough
  9. 9. © 2017 Garofalo Studios. 9 4 Attributes The Toolbox The House The Carpenter UXSubscription.com | @UXSubscription Being a Designer is Not Enough
  10. 10. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 10
  11. 11. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 11 Design
  12. 12. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 12 DevelopmentDesign
  13. 13. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 13 ResearchDevelopmentDesign
  14. 14. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 14 ResearchDevelopmentDesign
  15. 15. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 15 Research BusinessDevelopmentDesign
  16. 16. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 16 …mission of most UX teams is to not only collaborate with all the stakeholders for each project
  17. 17. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 17 Needs Of the Person
  18. 18. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 18 Needs Of the Person Needs of the Organization
  19. 19. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 19 Needs Of the Person Needs of the Organization What Aesthetically Looks pleasing
  20. 20. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 20 Needs Of the Person Needs of the Organization What Aesthetically Looks pleasing What Functionally Works Well
  21. 21. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 21 Needs Of the Person Needs of the Organization What Aesthetically Looks pleasing What Functionally Works Well Customers Business Design Development
  22. 22. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 23 Customers Business Design Development
  23. 23. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 25 …stories and metaphors to illustrate balancing these attributes, but first…
  24. 24. © 2017 Garofalo Studios. 26 User Experience (ux) UXSubscription.com | @UXSubscription
  25. 25. © 2017 Garofalo Studios. 27 User Experience (ux) ISO 9241-210 is a person's perceptions and responses that result from the use or anticipated use of a product, system or service. UXSubscription.com | @UXSubscription
  26. 26. © 2017 Garofalo Studios. 28UXSubscription.com | @UXSubscription
  27. 27. © 2017 Garofalo Studios. 29 Useful UXSubscription.com | @UXSubscription
  28. 28. © 2017 Garofalo Studios. 30 Useful Usable UXSubscription.com | @UXSubscription
  29. 29. © 2017 Garofalo Studios. 31 DelightfulUseful Usable UXSubscription.com | @UXSubscription
  30. 30. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 32 Research BusinessDevelopmentDesign
  31. 31. © 2017 Garofalo Studios. 33 4 Attributes The Toolbox The House The Carpenter UXSubscription.com | @UXSubscription Being a Designer is Not Enough
  32. 32. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 34 You can use an eraser on the drafting table, or a sledge hammer on the construction site. Frank Lloyd Wright
  33. 33. The Toolbox UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 35
  34. 34. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 36
  35. 35. © 2017 Garofalo Studios. 37 4 Aspects The Toolbox The House The Carpenter UXSubscription.com | @UXSubscription Being a Designer is Not Enough
  36. 36. The Carpenter UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 38
  37. 37. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 39
  38. 38. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 40
  39. 39. © 2017 Garofalo Studios. 41 4 Aspects The Toolbox The House The Carpenter UXSubscription.com | @UXSubscription Being a Designer is Not Enough
  40. 40. The House UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 42
  41. 41. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 43
  42. 42. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 44
  43. 43. © 2017 Garofalo Studios. 45 4 Aspects The Toolbox The House The Carpenter UXSubscription.com | @UXSubscription Being a Designer is Not Enough
  44. 44. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 46
  45. 45. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 47 …advocate for experiences Customers Business
  46. 46. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 48 …to continually be this advocate
  47. 47. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 49 …Toolbox and T-Shaped Specialized Generalist
  48. 48. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 50 …Toolbox and T-Shaped Specialized Generalist Research BusinessDevelopmentDesign
  49. 49. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 51 You need to understand the bigger picture of why the product you’re working on is being made and where your company thinks it’s going Jonathan Courtney, @jicecream https://www.fastcodesign.com/90135223/the-golden-age-of-ux-wont-last-heres-how-to-prepare-for-whats-next FastCompany: Co.Design (2-August-2017) The Golden Age Of UX Won’t Last. Here’s How To Prepare For What’s Next
  50. 50. © 2017 Garofalo Studios. 52UXSubscription.com | @UXSubscription
  51. 51. © 2017 Garofalo Studios. 53UXSubscription.com | @UXSubscription
  52. 52. © 2017 Garofalo Studios. 54UXSubscription.com | @UXSubscription
  53. 53. © 2017 Garofalo Studios. 55UXSubscription.com | @UXSubscription
  54. 54. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 57
  55. 55. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 58
  56. 56. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 59 approx. 3.5 years
  57. 57. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 60
  58. 58. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 61
  59. 59. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 62
  60. 60. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 63 …compiled recommendations for UX practitioners, brings us back to the 4 attributes
  61. 61. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 65 Customers Business Design Development
  62. 62. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 66 Customers Business Design Development
  63. 63. © 2017 Garofalo Studios. 68UXSubscription.com | @UXSubscription
  64. 64. © 2017 Garofalo Studios. 69UXSubscription.com | @UXSubscription Design Design
  65. 65. © 2017 Garofalo Studios. 70UXSubscription.com | @UXSubscription Design enhance your designs to be useful, usable, and compelling Design
  66. 66. © 2017 Garofalo Studios. 71UXSubscription.com | @UXSubscription Great user experiences should exist for all your users Design enhance your designs to be useful, usable, and compelling Design
  67. 67. © 2017 Garofalo Studios. 72UXSubscription.com | @UXSubscription Great user experiences should exist for all your users Design enhance your designs to be useful, usable, and compelling Be mindful of the latest Accessibility standards Design
  68. 68. © 2017 Garofalo Studios. 73UXSubscription.com | @UXSubscription Design for your key target audience Great user experiences should exist for all your users Design enhance your designs to be useful, usable, and compelling Be mindful of the latest Accessibility standards Design
  69. 69. © 2017 Garofalo Studios. 74UXSubscription.com | @UXSubscription Design for your key target audience Great user experiences should exist for all your users Design enhance your designs to be useful, usable, and compelling Be mindful of the latest Accessibility standards members of that audience may be from around the world Design
  70. 70. © 2017 Garofalo Studios. 75UXSubscription.com | @UXSubscription Design for your key target audience You are not your target audience Great user experiences should exist for all your users Design enhance your designs to be useful, usable, and compelling Be mindful of the latest Accessibility standards members of that audience may be from around the world Design
  71. 71. © 2017 Garofalo Studios. 76UXSubscription.com | @UXSubscription
  72. 72. © 2017 Garofalo Studios. 77UXSubscription.com | @UXSubscription Customers Customers
  73. 73. © 2017 Garofalo Studios. 79UXSubscription.com | @UXSubscription aka Research Customers / Research Customers
  74. 74. © 2017 Garofalo Studios. 80UXSubscription.com | @UXSubscription Identify an accurate target audience aka Research Customers / Research Customers
  75. 75. © 2017 Garofalo Studios. 81UXSubscription.com | @UXSubscription Use the contextual inquiry research technique Identify an accurate target audience aka Research Customers / Research Customers
  76. 76. © 2017 Garofalo Studios. 82UXSubscription.com | @UXSubscription Use the contextual inquiry research technique Identify an accurate target audience Validate assumptions and design decisions with usability research studies aka Research Customers / Research Customers
  77. 77. © 2017 Garofalo Studios. 83UXSubscription.com | @UXSubscription
  78. 78. © 2017 Garofalo Studios. 84UXSubscription.com | @UXSubscription Development Development
  79. 79. © 2017 Garofalo Studios. 85UXSubscription.com | @UXSubscription Development Learn how to Write Code Development
  80. 80. © 2017 Garofalo Studios. 86UXSubscription.com | @UXSubscription Development understand how your design concepts might be implemented Learn how to Write Code Development
  81. 81. © 2017 Garofalo Studios. 87UXSubscription.com | @UXSubscription Development understand how your design concepts might be implemented better communicate with developers Learn how to Write Code Development
  82. 82. © 2017 Garofalo Studios. 88UXSubscription.com | @UXSubscription
  83. 83. © 2017 Garofalo Studios. 89UXSubscription.com | @UXSubscription Business Business
  84. 84. © 2017 Garofalo Studios. 90UXSubscription.com | @UXSubscription Become familiar with business terminology Business Business
  85. 85. © 2017 Garofalo Studios. 91UXSubscription.com | @UXSubscription Become familiar with business terminology Business knowledge of best practices about Project Management. Business
  86. 86. © 2017 Garofalo Studios. 92UXSubscription.com | @UXSubscription Become familiar with business terminology Business knowledge of best practices about Project Management. understanding of the “why” behind each project and initiative. Ask questions. Business
  87. 87. © 2017 Garofalo Studios. 93UXSubscription.com | @UXSubscription Increase your time management skills to be productive with your time Become familiar with business terminology Business knowledge of best practices about Project Management. understanding of the “why” behind each project and initiative. Ask questions. Business
  88. 88. © 2017 Garofalo Studios. 94UXSubscription.com | @UXSubscription Increase your time management skills to be productive with your time Become familiar with business terminology Business knowledge of best practices about Project Management. understanding of the “why” behind each project and initiative. Ask questions. effectively communicate.; open, transparent, timely, and effective manner Business
  89. 89. © 2017 Garofalo Studios. 95 The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe. Simon Sinek UXSubscription.com | @UXSubscription
  90. 90. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 96
  91. 91. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 97 Customers Business Design Development aka Research
  92. 92. © 2017 Garofalo Studios. 98UXSubscription.com | @UXSubscription
  93. 93. © 2017 Garofalo Studios. 99UXSubscription.com | @UXSubscription The Human Experience
  94. 94. © 2017 Garofalo Studios. 100UXSubscription.com | @UXSubscription
  95. 95. © 2017 Garofalo Studios. 101 4 Attributes The Toolbox The House The Carpenter UXSubscription.com | @UXSubscription Being a Designer is Not Enough
  96. 96. © 2017 Garofalo Studios. 102 Do the best you can until you know better. Then, when you know better, do better. Maya Angelou UXSubscription.com | @UXSubscription
  97. 97. The Business of UX Being a Designer is Not Enough © 2017 Garofalo Studios. 103UXSubscription.com | @UXSubscription
  98. 98. UXSubscription.com | @UXSubscription © 2017 Garofalo Studios. 104 Promo UXSubscription.com
  99. 99. © 2017 Garofalo Studios. 105 Questions UXSubscription.com | @UXSubscription Frank Garofalo @fgarofalo @garofalostudios frank@garofalo.co
  100. 100. garofalostudios.com © 2017 Garofalo Studios. 106UXSubscription.com | @UXSubscription
  101. 101. © 2017 Garofalo Studios. 107UXSubscription.com | @UXSubscription

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