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If you ask a organization "Are you customer centric?" - of course they say "yes", but as you peel back the layers too many organizations have teams of people building products - and the user is nowhere in sight. This talk will go over a number of ways to include users in your product design process, from start to finish. It's time we truly live up to the term "User Experience".
If you ask a organization "Are you customer centric?" - of course they say "yes", but as you peel back the layers too many organizations have teams of people building products - and the user is nowhere in sight. This talk will go over a number of ways to include users in your product design process, from start to finish. It's time we truly live up to the term "User Experience".
Revealing Reality Focused Innovation Discovery
Ideation Contextual Inquiries Observe & document user in context/environment User Journals / Diaries Users document their experiences over time. Participatory Design Co-creation explorations with users. Card Sort Explore users’ mental models for content and labeling. Enterprise Architecture Capability Assessment Existing enterprise infrastructure. Only a subset of these activities will be appropriate for any given project. Analysis Foundational Analysis Stakeholder Interviews Understand staheholders’ business goals & strategy. Scenario-based System Walkthroughs Demo of existing solution. Application / IA Map Document the structure of the existing solution. Strategic Ideation Concepts Validation with Users Validate design prototypes through user feedback. KANO Feature Prioritization Prioritize features with users through KANO analysis. Qualitative & Quantitative Data Synthesis Analyze validation data.. Design Research Qualitative Observation Affinity Diagramming Construct themes from qualitative data. Persona Development Create customer types based on behaviors and values. Current Journey Map Visualize the user’s perspective of the current experience. Research Plan Design activities to meet research goals. Technical Organization Capability Analysis Existing skills and toolsets. Solution Architecture Assessment Existing application architecture. Content Inventory Catalog the content of the website. Heuristic Evaluation Identify initial breakdowns and opportunities. Competitive Analysis Evaluate competitors and comparables on specific axes. Client Data Analysis Market research, website feedback, corporate strategy, etc. Brand Analysis Evaluate the state of the brand. Metrics Evaluation Establish quantitative baseline of engagement & conversion data. Technology Digital Marketing User Workflow Modeling Visually document workflows & work systems. Quantitative Surveys Solicit structured feedback from users. Quantitative Data Visualization Present data visually. Conceptual User Scenari-os Scenarios Explanation Write high level TBD. narratives of an ideal future flow. Concepts: Paper / Interactive / Video Develop concepts for testing.with users. Storyboards Illustrate graphical representa-tions of scenarios. Experience Strategy Opportunities Prioritization Matrix Prioritize in three dimensions, including user experience impact. Future Journey Map Visualize the user’s future, improved experience. Consolidated User States Diagram Abstracted from individual user workflows. Design Principles Summarize the vision for the product/service in statements to guide the design. Experience Success Metrics Agree on business metrics for a successful user experience. Product / Experience Roadmap Plan how great UX can be achieved through the design. Elaboration Refined, Validated Concepts Refine the validated prototype based on findings. Analysis & Synthesis Deep Dive Workshops Immerse stakeholders in data and brainstorm opportunities. Opportunities Generation & Evaluation Opportunities & prototype choice. Marketing Opportunities Strategic planning of owned, earned, & paid online tactics. Optimization Consolidated Workflow Diagram Aggregate individual user workflows into one diagram. Content Creation Process Flow Design the content creation processes for the organization. Content Architecture Visualize all the content created, including creators and locations. Content Governance Plan Collaborative design how created content will be governed. Digital Marketing Creative Concepts to support search, display, social media, landing.
“Beauty is wasted when our
products don’t address real user needs in a usable manner” http://www.smashingmagazine.com/2014/09/01/think-your-app-is-beautiful-not-without-user-experience-design/
There are still 100s of
companies that make revenue off software in the $100s of millions that don’t have a user experience team.
“The problem from a user
experience perspective is that enterprise systems are generally procured and implemented with the focus purely on solving problems for the business with little attention paid to who the users are and how they want to work.” http://www.foolproof.co.uk/thinking/the-user-experience-of-enterprise-technology/
Making informed and intelligent design
decisions means the inclusion of user research and usability testing. Good design requires a deep understanding of your target demographic, only attained through quality data, being a result of unbiased research and testing. Designing for yourself is an easy trap to fall into. Even when wielding taste and best practice acknowledgement, doing so is a sure fire way to get it wrong for your target demographic. UX is the consideration of the many aspects of a user’s interactions with a product or service. It’s concern for the relationship between those interactions, which ultimately define a user’s perception of a brand as a whole. …acutely empathize with the audience they’re designing for. … good UX is the result of understanding the customer, seizing technological opportunity, and pursuing simplicity.
User experience cannot exist without
users. Creating user interfaces involves intricate and complex decisions. User research is a tool that can help you achieve your goals. ! Even the most well thought out designs are assumptions until they are tested by real users. Different types of research can answer different types of questions. Know the tools and apply them accordingly. Leaving the user out is not an option. UX - U = X
Investing in user research is
just about the only way to consistently generate a rich stream of data about customer needs and behaviors. As a designer, I can’t live without it. And as data about customers flows through your team, it informs product managers, engineers, and just about everyone else. It forms the foundation of intuitive designs, indispensable products, and successful companies. So what are you waiting for? Go listen to your customers!
Revealing Reality Focused Innovation Building
& Evolving Pre-Discovery Discovery Ideation Design & Development Release Go to Market Contextual Inquiries Observe & document user in context/environment User Journals / Diaries Users document their experiences over time. Participatory Design Co-creation explorations with users. Card Sort Explore users’ mental models for content and labeling. Enterprise Architecture Capability Assessment Existing enterprise infrastructure. Only a subset of these activities will be appropriate for any given project. Engagement Readiness Analysis Foundational Analysis Innovation Training Design Thinking Workshop Teach the design thinking framework. Stakeholder Interviews Understand staheholders’ business goals & strategy. Scenario-based System Walkthroughs Demo of existing solution. Application / IA Map Document the structure of the existing solution. Strategic Ideation Concepts Validation with Users Validate design prototypes through user feedback. KANO Feature Prioritization Prioritize features with users through KANO analysis. Qualitative & Quantitative Data Synthesis Analyze validation data.. Align & Assess Workshop Assess readiness across 7 capabilites. Design Research Qualitative Observation Affinity Diagramming Construct themes from qualitative data. Persona Development Create customer types based on behaviors and values. Current Journey Map Visualize the user’s perspective of the current experience. Research Plan Design activities to meet research goals. Technical Organization Capability Analysis Existing skills and toolsets. Solution Architecture Assessment Existing application architecture. Content Inventory Catalog the content of the website. Heuristic Evaluation Identify initial breakdowns and opportunities. Competitive Analysis Evaluate competitors and comparables on specific axes. Client Data Analysis Market research, website feedback, corporate strategy, etc. Brand Analysis Evaluate the state of the brand. Metrics Evaluation Establish quantitative baseline of engagement & conversion data. Research UX Design Technology Digital Marketing User Workflow Modeling Visually document workflows & work systems. Quantitative Surveys Solicit structured feedback from users. Quantitative Data Visualization Present data visually. Conceptual User Scenari-os Scenarios Explanation Write high level TBD. narratives of an ideal future flow. Concepts: Paper / Interactive / Video Develop concepts for testing.with users. Storyboards Illustrate graphical representa-tions of scenarios. Experience Strategy Opportunities Prioritization Matrix Prioritize in three dimensions, including user experience impact. Future Journey Map Visualize the user’s future, improved experience. Consolidated User States Diagram Abstracted from individual user workflows. Design Principles Summarize the vision for the product/service in statements to guide the design. Experience Success Metrics Agree on business metrics for a successful user experience. Product / Experience Roadmap Plan how great UX can be achieved through the design. Elaboration Detailed User Scenarios Write detailed narratives for user experience flows. Application / Navigation Framework Concepts Create models for the framework of the application. Workflow Concepts Draw high-level wireframes for key workflows. Sprint Execution Deploy Campaign Execution Digital Marketing Go Live Campaign launch. Skills Transfer Educate client development team. Ongoing User Research Targeted analysis of subsequent releases. Periodic Strategy and Execution Review Assess progress towards goals. Qualitative Research Investigate ongoing opportunities and concepts with users. Ideation / Validation Create testable concepts and validate them with users. Unit Testing Test system units in isolation. Development Write code and tests to complete sprint tasks. Requirements / User Stories Definition Write user stories based on detailed user scenarios. Application Map / Information Architecture Map the product from the users’ point of view. Look & Feel Studies Explore different visual treatments and styles. Refined, Validated Concepts Refine the validated prototype based on findings. Zero Feature Release Demonstrate CI, automated testing, core solution setup. High Level Technical Architecture Describe high level architecture, including packaged components. IXD / Wireframing Create high fidelity wireframes of the design. Prototypes Build paper or coded prototypes to validate interactions. Deploy Release to production. Sprint Planning Commit to stories, break down tasks. Retrospective Refine approach based on what was effective. Sprint Demo Demo completed work to stakeholders. Interaction Design Library Determine & document interaction patterns. Backlog Grooming Reprioritize backlog, add new stories. Identify new & emerging opportunities Analyze research / validation results to yield new stories. Launch Analysis & Synthesis Deep Dive Workshops Immerse stakeholders in data and brainstorm opportunities. Opportunities Generation & Evaluation Opportunities & prototype choice. Marketing Opportunities Strategic planning of owned, earned, & paid online tactics. Campaign Optimization Testing of creative, media, bids & landing experiences. Campaign Measurement In-depth analysis of campaign results and trends. Campaign Refinement Iterative enhancement of campaign tactics. Beyond Conversion Optimization Digital Marketing SWOT Analysis Identify strengths, weaknesses, opportunities & threats. Usability Testing Evaluate the product’s designs or code through user testing. Continuous Integration Continuously build, test, deploy, and integration test the system. Integration Testing Test subsystems and their integration. Run Book Creation Create & update artifacts for maintenance & monitoring. Non-functional Requirements Testing Test performance & scalability. QA Testing Validate completed stories against acceptance criteria. Visual Design Apply visual designs to the wireframes and generate assets. Visual Design Library Determine & document visual design patterns. User Education & Training Conduct training sessions, create help content. Continuous Refinement Production-Ready Completed Features Content Creation Process Flow Design the content creation processes for the organization. Content Governance Plan Collaborative design how created content will be governed. Consolidated Workflow Built and tested features. Diagram Aggregate individual user workflows into one diagram. Content Architecture Visualize all the content created, including creators and locations. Digital Marketing Creative Concepts to support search, display, social media, landing. Design Validation For example, a RITE study. Development Infrastructure Configuration Continuous Integration setup. Technical Package Identification / Evaluation Perform product evaluations for package solution components. Architecture Spikes / Proofs of Concept Prove candidate architectures via top to bottom spikes.
“The perspective and processes —————
is focusing on and perfecting will, over time, become standard operating procedure for any application development project.”
A contextual inquiry interview is
usually structured as an approximately two-hour, one-on-one interaction in which the researcher watches the user do their normal activities and discusses what they see with the user. http://en.wikipedia.org/wiki/Contextual_inquiry
Primary Persona David Corporate Employee,
40 yrs old Health Conscious “I workout a couple times a week, and want to make sure I’m as healthy as I can be” Number of doctor visits a year: 5 Years without major health issue: 8 About David: Experience: Health Motivators: Goals: Technology Adoption: 90% 55% 100% Ideal State: David’s Edge: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eu ligula est. Pellentesque a dolor molestie, vestibulum metus a, luctus dolor. Cras est dui, lobortis et nisi quis, viverra vehicula purus. Vestibulum ultrices ut eros a egestas. Phasellus egestas ligula sit amet nulla vehicula egestas. Maecenas interdum porta faucibus. Sed id mauris ac turpis pretium pretium. Praesent euismod vitae sem vitae tincidunt. Mauris interdum. • Lorem ipsum dolor sit amet, consectetur • adipiscing elit. Praesent eu ligula est. • Pellentesque a dolor molestie, vestibulum • metus a, luctus dolor. Cras est dui, lobortis et • nisi quis, viverra vehicula purus. Vestibulum • ]ultrices ut eros a egestas. Phasellus egestas Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eu ligula est. Pellentesque a dolor molestie, vestibulum metus a, luctus dolor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eu ligula est. Pellentesque a dolor molestie, vestibulum metus a, luctus dolor. Cras est dui, lobortis et nisi quis, viverra vehicula purus. Vestibulum ultrices ut eros a egestas. Phasellus egestas ligula sit amet nulla vehicula egestas. Maecenas interdum porta faucibus. Sed id mauris ac turpis pretium pretium. Praesent euismod vitae sem vitae tincidunt. Mauris interdum. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eu ligula est. Pellentesque a dolor molestie, vestibulum metus a, luctus dolor. Cras est dui, lobortis et nisi quis, viverra vehicula purus. Vestibulum ultrices ut eros a egestas. Phasellus egestas ligula sit amet nulla vehicula egestas. Maecenas interdum porta faucibus. Sed id mauris ac turpis pretium pretium. Praesent euismod.
User-centered design can be characterized
as a multi-stage problem solving process that not only requires designers to analyze and foresee how users are likely to use a product, but also to test the validity of their assumptions with regard to user behavior in real world tests with actual users. Such testing is necessary as it is often very difficult for the designers of a product to understand intuitively what a first-time user of their design experiences, and what each user's learning curve may look like. http://en.wikipedia.org/wiki/User-centered_design
“Participatory design aims to bring
users into the design process by facilitating conversations through the creation and completion of a wide range of activities.” http://designmind.frogdesign.com/blog/bringing-users-into-your-process-through-participatory-design.html
“In interviews, it can be
difficult to get a sense of behavior over time because you have to rely on the participant’s memory of past activities or circumstances, and artifacts can only do so much to prompt that.” http://www.uxbooth.com/articles/jumpstart-design-research-with-a-diary-study/
“46.9 percent of the time
the responders said their minds were wandering when the iPhone rang to query their thoughts.” http://blogs.discovermagazine.com/80beats/2010/11/11/iphone-users-report-that-daydreams-make-them-sad/
Revealing Reality Focused Innovation Building
& Evolving Pre-Discovery Discovery Ideation Design & Development Release Go to Market Contextual Inquiries Observe & document user in context/environment User Journals / Diaries Users document their experiences over time. Participatory Design Co-creation explorations with users. Card Sort Explore users’ mental models for content and labeling. Enterprise Architecture Capability Assessment Existing enterprise infrastructure. Only a subset of these activities will be appropriate for any given project. Engagement Readiness Analysis Foundational Analysis Innovation Training Design Thinking Workshop Teach the design thinking framework. Stakeholder Interviews Understand staheholders’ business goals & strategy. Scenario-based System Walkthroughs Demo of existing solution. Application / IA Map Document the structure of the existing solution. Strategic Ideation Concepts Validation with Users Validate design prototypes through user feedback. KANO Feature Prioritization Prioritize features with users through KANO analysis. Qualitative & Quantitative Data Synthesis Analyze validation data.. Align & Assess Workshop Assess readiness across 7 capabilites. Design Research Qualitative Observation Affinity Diagramming Construct themes from qualitative data. Persona Development Create customer types based on behaviors and values. Current Journey Map Visualize the user’s perspective of the current experience. Research Plan Design activities to meet research goals. Technical Organization Capability Analysis Existing skills and toolsets. Solution Architecture Assessment Existing application architecture. Content Inventory Catalog the content of the website. Heuristic Evaluation Identify initial breakdowns and opportunities. Competitive Analysis Evaluate competitors and comparables on specific axes. Client Data Analysis Market research, website feedback, corporate strategy, etc. Brand Analysis Evaluate the state of the brand. Metrics Evaluation Establish quantitative baseline of engagement & conversion data. Research UX Design Technology Digital Marketing User Workflow Modeling Visually document workflows & work systems. Quantitative Surveys Solicit structured feedback from users. Quantitative Data Visualization Present data visually. Conceptual User Scenari-os Scenarios Explanation Write high level TBD. narratives of an ideal future flow. Concepts: Paper / Interactive / Video Develop concepts for testing.with users. Storyboards Illustrate graphical representa-tions of scenarios. Experience Strategy Opportunities Prioritization Matrix Prioritize in three dimensions, including user experience impact. Future Journey Map Visualize the user’s future, improved experience. Consolidated User States Diagram Abstracted from individual user workflows. Design Principles Summarize the vision for the product/service in statements to guide the design. Experience Success Metrics Agree on business metrics for a successful user experience. Product / Experience Roadmap Plan how great UX can be achieved through the design. Elaboration Detailed User Scenarios Write detailed narratives for user experience flows. Application / Navigation Framework Concepts Create models for the framework of the application. Workflow Concepts Draw high-level wireframes for key workflows. Sprint Execution Deploy Campaign Execution Digital Marketing Go Live Campaign launch. Skills Transfer Educate client development team. Ongoing User Research Targeted analysis of subsequent releases. Periodic Strategy and Execution Review Assess progress towards goals. Qualitative Research Investigate ongoing opportunities and concepts with users. Ideation / Validation Create testable concepts and validate them with users. Unit Testing Test system units in isolation. Development Write code and tests to complete sprint tasks. Requirements / User Stories Definition Write user stories based on detailed user scenarios. Application Map / Information Architecture Map the product from the users’ point of view. Look & Feel Studies Explore different visual treatments and styles. Refined, Validated Concepts Refine the validated prototype based on findings. Zero Feature Release Demonstrate CI, automated testing, core solution setup. High Level Technical Architecture Describe high level architecture, including packaged components. IXD / Wireframing Create high fidelity wireframes of the design. Prototypes Build paper or coded prototypes to validate interactions. Deploy Release to production. Sprint Planning Commit to stories, break down tasks. Retrospective Refine approach based on what was effective. Sprint Demo Demo completed work to stakeholders. Interaction Design Library Determine & document interaction patterns. Backlog Grooming Reprioritize backlog, add new stories. Identify new & emerging opportunities Analyze research / validation results to yield new stories. Launch Analysis & Synthesis Deep Dive Workshops Immerse stakeholders in data and brainstorm opportunities. Opportunities Generation & Evaluation Opportunities & prototype choice. Marketing Opportunities Strategic planning of owned, earned, & paid online tactics. Campaign Optimization Testing of creative, media, bids & landing experiences. Campaign Measurement In-depth analysis of campaign results and trends. Campaign Refinement Iterative enhancement of campaign tactics. Beyond Conversion Optimization Digital Marketing SWOT Analysis Identify strengths, weaknesses, opportunities & threats. Usability Testing Evaluate the product’s designs or code through user testing. Continuous Integration Continuously build, test, deploy, and integration test the system. Integration Testing Test subsystems and their integration. Run Book Creation Create & update artifacts for maintenance & monitoring. Non-functional Requirements Testing Test performance & scalability. QA Testing Validate completed stories against acceptance criteria. Visual Design Apply visual designs to the wireframes and generate assets. Visual Design Library Determine & document visual design patterns. User Education & Training Conduct training sessions, create help content. Continuous Refinement Production-Ready Completed Features Content Creation Process Flow Design the content creation processes for the organization. Content Governance Plan Collaborative design how created content will be governed. Consolidated Workflow Built and tested features. Diagram Aggregate individual user workflows into one diagram. Content Architecture Visualize all the content created, including creators and locations. Digital Marketing Creative Concepts to support search, display, social media, landing. Design Validation For example, a RITE study. Development Infrastructure Configuration Continuous Integration setup. Technical Package Identification / Evaluation Perform product evaluations for package solution components. Architecture Spikes / Proofs of Concept Prove candidate architectures via top to bottom spikes.
“If you’re not involving your
users, you’re not a User Experience Designer” #bigd14 #designresearch via: @jeremyjohnson Who needs users! I’m a design genius! @jeremyjohnson doesn’t know what he’s talking about #iknowbest #forgetusers #bigd14