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
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© 2017 Garofalo Studios. 2UXSubscription.com | @UXSubscription

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© 2017 Garofalo Studios. 3UXSubscription.com | @UXSubscription

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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

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The Business of UX
Being a Designer is Not Enough
© 2017 Garofalo Studios. 5UXSubscription.com | @UXSubscription

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© 2017 Garofalo Studios. 6
Any fool can know.
The point is to understand.
Albert Einstein
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4
Attributes
The
Toolbox
The
House
The
Carpenter
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Being a Designer is
Not Enough

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© 2017 Garofalo Studios. 9
4
Attributes
The
Toolbox
The
House
The
Carpenter
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Being a Designer is
Not Enough

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Design

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DevelopmentDesign

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ResearchDevelopmentDesign

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ResearchDevelopmentDesign

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Research BusinessDevelopmentDesign

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…mission of most UX teams is to not only collaborate with all the stakeholders for each project

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Needs Of the
Person

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Needs Of the
Person
Needs of the
Organization

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Needs Of the
Person
Needs of the
Organization
What
Aesthetically
Looks pleasing

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Needs Of the
Person
Needs of the
Organization
What
Aesthetically
Looks pleasing
What
Functionally
Works Well

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Needs Of the
Person
Needs of the
Organization
What
Aesthetically
Looks pleasing
What
Functionally
Works Well
Customers Business Design Development

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Customers Business Design Development

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…stories and metaphors to illustrate balancing these attributes, but first…

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User Experience (ux)
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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.
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Useful
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Useful Usable
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© 2017 Garofalo Studios. 31
DelightfulUseful Usable
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Research BusinessDevelopmentDesign

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© 2017 Garofalo Studios. 33
4
Attributes
The
Toolbox
The
House
The
Carpenter
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Being a Designer is
Not Enough

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You can use an eraser on the drafting table,
or a sledge hammer on the construction site.
Frank Lloyd Wright

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The
Toolbox
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© 2017 Garofalo Studios. 37
4 Aspects
The
Toolbox
The
House
The
Carpenter
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Being a Designer is
Not Enough

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The
Carpenter
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© 2017 Garofalo Studios. 41
4 Aspects
The
Toolbox
The
House
The
Carpenter
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Being a Designer is
Not Enough

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The
House
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© 2017 Garofalo Studios. 45
4 Aspects
The
Toolbox
The
House
The
Carpenter
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Being a Designer is
Not Enough

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…advocate for experiences
Customers Business

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…to continually be this advocate

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…Toolbox and T-Shaped Specialized Generalist

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…Toolbox and T-Shaped Specialized Generalist
Research BusinessDevelopmentDesign

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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

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approx. 3.5 years

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…compiled recommendations for UX practitioners, brings us back to the 4 attributes

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Customers Business Design Development

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Customers Business Design Development

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Design
Design

65.
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Design
enhance your
designs to be
useful, usable,
and compelling
Design

66.
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Great user
experiences
should exist for
all your users
Design
enhance your
designs to be
useful, usable,
and compelling
Design

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.
© 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.
© 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.
© 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

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Customers
Customers

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aka
Research
Customers / Research
Customers

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Identify an
accurate target
audience
aka
Research
Customers / Research
Customers

75.
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Use the
contextual
inquiry research
technique
Identify an
accurate target
audience
aka
Research
Customers / Research
Customers

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.
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Development
Development

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Development
Learn how
to Write Code
Development

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Development
understand how
your design
concepts might be
implemented
Learn how
to Write Code
Development

81.
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Development
understand how
your design
concepts might be
implemented
better
communicate with
developers
Learn how
to Write Code
Development

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Business
Business

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Become familiar
with business
terminology
Business
Business

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Become familiar
with business
terminology
Business
knowledge of
best practices
about Project
Management.
Business

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© 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.
© 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.
© 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.
© 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
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Customers Business Design Development
aka Research

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The
Human
Experience

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© 2017 Garofalo Studios. 101
4
Attributes
The
Toolbox
The
House
The
Carpenter
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Being a Designer is
Not Enough

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© 2017 Garofalo Studios. 102
Do the best you can until you know better.
Then, when you know better, do better.
Maya Angelou
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The Business of UX
Being a Designer is Not Enough
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Promo
UXSubscription.com

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Questions
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Frank
Garofalo
@fgarofalo
@garofalostudios
frank@garofalo.co

100.
garofalostudios.com
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