The document outlines the fundamental elements of user experience (UX) design, emphasizing the dual nature of the web as both an information space and a software interface. It discusses various aspects such as visual design, information architecture, interaction design, and the importance of user research to create intuitive and effective user experiences. Additionally, it highlights the ongoing evolution of UX practices and the necessity of understanding user needs to guide design decisions.

1. Putting the User
back in User Experience
@jeremyjohnson

2. @jeremyjohnson
(yes, we’re hiring)

3. http://www.slideshare.net/jeremy/presentations

4. WORKED FOR

5. WORKED WITH

7. 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.

8. Uncover user needs,
Design great solutions,
and build out solutions to launch.

9. http://weandthecolor.com/back-to-the-future-poster-trilogy-by-phantom-city-creative/11727

10. 2000

11. The Elements of User Experience
A basic duality: The Web was originally conceived as a hypertextual information space;
but the development of increasingly sophisticated front- and back-end technologies has
fostered its use as a remote software interface. This dual nature has led to much confusion,
as user experience practitioners have attempted to adapt their terminology to cases beyond
the scope of its original application. The goal of this document is to define some of these
terms within their appropriate contexts, and to clarify the underlying relationships among
these various elements.
Jesse James Garrett
jjg@jjg.net
Completion
30 March 2000
Web as software interface Web as hypertext system
Visual Design: graphic treatment of interface
elements (the "look" in "look-and-feel")
Information Architecture: structural design
of the information space to facilitate
intuitive access to content
Interaction Design: development of
application flows to facilitate user tasks,
defining how the user interacts with
site functionality
Navigation Design: design of interface
elements to facilitate the user's movement
through the information architecture
Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Functional Specifications: "feature set":
detailed descriptions of functionality the site
must include in order to meet user needs
User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site
Content Requirements: definition of
content elements required in the site
in order to meet user needs
Interface Design: as in traditional HCI:
design of interface elements to facilitate
user interaction with functionality
Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Visual Design: visual treatment of text,
graphic page elements and navigational
components
Concrete
task-oriented information-oriented
Abstract
time
Interface Design Navigation Design
Conception
Visual Design
Information Design
Interaction
Design
Architecture
Functional
Specifications
Information
Content
Requirements
User Needs
Site Objectives
User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
© 2000 Jesse James Garrett http://www.jjg.net/ia/

12. http://www.smashingmagazine.com/2014/09/01/think-your-app-is-beautiful-not-without-user-experience-design/

13. “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/

14. http://t.co/vzaW4WSJil

15. We’re not just painters!

16. SO MUCH
MORE
COMPLEX.

17. UX

18. User Experience

19. The Elements of User Experience
A basic duality: The Web was originally conceived as a hypertextual information space;
but the development of increasingly sophisticated front- and back-end technologies has
fostered its use as a remote software interface. This dual nature has led to much confusion,
as user experience practitioners have attempted to adapt their terminology to cases beyond
the scope of its original application. The goal of this document is to define some of these
terms within their appropriate contexts, and to clarify the underlying relationships among
these various elements.
Jesse James Garrett
jjg@jjg.net
Completion
30 March 2000
Web as software interface Web as hypertext system
Visual Design: graphic treatment of interface
elements (the "look" in "look-and-feel")
Information Architecture: structural design
of the information space to facilitate
intuitive access to content
Interaction Design: development of
application flows to facilitate user tasks,
defining how the user interacts with
site functionality
Navigation Design: design of interface
elements to facilitate the user's movement
through the information architecture
Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Functional Specifications: "feature set":
detailed descriptions of functionality the site
must include in order to meet user needs
User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site
Content Requirements: definition of
content elements required in the site
in order to meet user needs
Interface Design: as in traditional HCI:
design of interface elements to facilitate
user interaction with functionality
Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Visual Design: visual treatment of text,
graphic page elements and navigational
components
Concrete
task-oriented information-oriented
Abstract
time
Interface Design Navigation Design
Conception
Visual Design
Information Design
Interaction
Design
Architecture
Functional
Specifications
Information
Content
Requirements
User Needs
Site Objectives
User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
© 2000 Jesse James Garrett http://www.jjg.net/ia/

20. 2010

21. We own so much more than the website!

22. SERVICE
DESIGN

26. “SEAT AT
THE
TABLE”

28. http://www.forbes.com/sites/anthonykosner/2013/11/23/how-design-and-user-experience-translates-to-the-bottom-line/

29. We’ve
#WON

30. http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/

31. It’s not that easy.

32. There are still 100s of
companies that make
revenue off software in the
$100s of millions that don’t
have a user experience team.

33. “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/

34. Solving Problems by
Automating Solutions

35. Is it harder than doing
it manually?
(I didn’t say “is it easy?”)
https://www.flickr.com/photos/33989236@N00/4214027902/

36. software users
have raised the
bar
their expectations
have changed.

37. Sunday. Monday.

38. “We’re focusing on
User Experience”

39. “We’re focusing on
User Experience”
I hired a UX guy!
(or gal)

40. # of developers
# of UX designers

41. # of developers
# of UX designers

42. UX Magic

43. UX is complex.
UX is everywhere.
UX is business.

44. 2015

45. forgetting…

46. UX is complex.
UX is everywhere.
UX is business.
UX is for people.

47. “users”

48. “users”
“people”

50. The Elements of User Experience
A basic duality: The Web was originally conceived as a hypertextual information space;
but the development of increasingly sophisticated front- and back-end technologies has
fostered its use as a remote software interface. This dual nature has led to much confusion,
as user experience practitioners have attempted to adapt their terminology to cases beyond
the scope of its original application. The goal of this document is to define some of these
terms within their appropriate contexts, and to clarify the underlying relationships among
these various elements.
Jesse James Garrett
jjg@jjg.net
Completion
30 March 2000
Web as software interface Web as hypertext system
Visual Design: graphic treatment of interface
elements (the "look" in "look-and-feel")
Information Architecture: structural design
of the information space to facilitate
intuitive access to content
Interaction Design: development of
application flows to facilitate user tasks,
defining how the user interacts with
site functionality
Navigation Design: design of interface
elements to facilitate the user's movement
through the information architecture
Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Functional Specifications: "feature set":
detailed descriptions of functionality the site
must include in order to meet user needs
User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site
Content Requirements: definition of
content elements required in the site
in order to meet user needs
Interface Design: as in traditional HCI:
design of interface elements to facilitate
user interaction with functionality
Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Visual Design: visual treatment of text,
graphic page elements and navigational
components
Concrete
task-oriented information-oriented
Abstract
time
Interface Design Navigation Design
Conception
Visual Design
Information Design
Interaction
Design
Architecture
Functional
Specifications
Information
Content
Requirements
User Needs
Site Objectives
User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
© 2000 Jesse James Garrett http://www.jjg.net/ia/

51. “user needs”

52. The Elements of User Experience
A basic duality: The Web was originally conceived as a hypertextual information space;
but the development of increasingly sophisticated front- and back-end technologies has
fostered its use as a remote software interface. This dual nature has led to much confusion,
as user experience practitioners have attempted to adapt their terminology to cases beyond
the scope of its original application. The goal of this document is to define some of these
terms within their appropriate contexts, and to clarify the underlying relationships among
these various elements.
Jesse James Garrett
jjg@jjg.net
Completion
30 March 2000
Web as software interface Web as hypertext system
Visual Design: graphic treatment of interface
elements (the "look" in "look-and-feel")
Information Architecture: structural design
of the information space to facilitate
intuitive access to content
Interaction Design: development of
application flows to facilitate user tasks,
defining how the user interacts with
site functionality
Navigation Design: design of interface
elements to facilitate the user's movement
through the information architecture
Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Functional Specifications: "feature set":
detailed descriptions of functionality the site
must include in order to meet user needs
User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site
Content Requirements: definition of
content elements required in the site
in order to meet user needs
Interface Design: as in traditional HCI:
design of interface elements to facilitate
user interaction with functionality
Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Visual Design: visual treatment of text,
graphic page elements and navigational
components
Concrete
task-oriented information-oriented
Abstract
time
Interface Design Navigation Design
Conception
Visual Design
Information Design
Interaction
Design
Architecture
Functional
Specifications
Information
Content
Requirements
User Needs
Site Objectives
User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
© 2000 Jesse James Garrett http://www.jjg.net/ia/

53. What UX isn’t
https://medium.com/@jamieskella/what-ux-isnt-dee0436a194d

54. 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.

55. http://www.nngroup.com/articles/ux-without-user-research/

56. 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

57. http://blogs.wsj.com/accelerators/2014/02/19/braden-kowitz-why-you-should-listen-to-the-customer/

58. 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!

59. Let’s talk about Listening to customers

60. “Hey, I want you to go
and understand our
user’s needs.”

61. “I’ve read stories about
our users online”
Marketing Data / Segmentation / Surveys

62. “I’ve watched some
videos about our users”
Focus Groups / Past Usability Studies / Marketing Research

63. “I’ve seen our users in
the lab”
Usability Testing / Concept Testing / Customer Councils

64. “I went to our users and
observed them”
Contextual Inquires / Field Studies / Interviews

65. “I understand best
practices, and I’m a
student of psychology"
I have experience / I’m great at what I do

66. aka Shut up, I’m a
design genius.

67. Q. Which one accurately
answers the question:

68. “Hey, I want you to go
and understand our
user’s needs.”

69. “I want to know them
so well, the system we
design “just works”
for them.”

77. User Experience

78. User Experience

79. Web Design vs. User Experience

80. User Experience

81. “Top Job”
http://money.cnn.com/pf/best-jobs/2012/snapshots/43.html

82. “Top Job”
http://money.cnn.com/pf/best-jobs/2012/snapshots/43.html

83. http://www.uxutd.com/

85. “Give me three skills a ux
designer needs today and
for the future”

87. HTML
ILLUSTRATOR
PHOTOSHOP

88. empathy

90. http://poetpainter.com/

91. HARD
http://poetpainter.com/ “EASY”

92. http://poetpainter.com/

93. “personal significance”
“works like I think”

94. “Hey, I want you to go
and understand our
user’s needs, wants,
and desires.”

95. You get there by
understanding
your users.

96. 5 WAYS
Getting to know your
users helps YOU.

97. Learn the unexpected

98. https://twitter.com/jmspool/statuses/421414065496289280

99. 1.
Business needs data to
backup decisions.

100. 2.
Mind-blowing,
astonishing, insights.

101. 3.
Something
in-between…

102. Observations will
speak volumes for
your users.

103. User Quotes

104. “I like the idea, but I’d
never use this.”

105. “What I really need is a
way to save this for later.”

106. “I have no idea how to
use this, so I just skip
that whole step”

107. “I usually just print it out
and file it away.”

108. “I use this because it
makes me feel like I’m
mastering something”

109. Affinity Diagramming

110. Solving the right problems

111. Product Owner
“I know”
CEO
Designer
CMO
Developer

112. Institutional Knowledge

113. The 8 Monkeys
http://speakingofresearch.com/category/news/campus-activism/

114. http://www.nbcnews.com/feature/making-a-difference/striking-out-als-ice-bucket-challenge-brings-flood-donations-n177896

115. The 8 Monkeys
http://speakingofresearch.com/category/news/campus-activism/

116. Institutional Knowledge

117. Go observe, talk to, and
interact with your users!
Get first hand experience of your
user’s problems!

118. Show you care

119. #1 reaction when
observing users of
business-to-business
software?

120. “Wow, you care about us?
I thought we were
abandoned to the depths
of bad software!”

121. + Signed longer contracts
+Bought new software
+ Excited user base

122. #1 reaction when
observing users.

123. Hugs.

124. You’re the expert

125. “Hey, who do I go to, I
have a question
about what we
should do here?”

126. Amount you know about your users Number of questions you’ll get about the direction of your product

127. “SEAT AT
THE
TABLE”

128. + You know what will set you apart
+ Quotes are Business Ammo
+ You understand the problems
+ You’re users love you
+ You’re now the expert

129. Design Research
(or User Research)

130. https://twitter.com/jmspool/statuses/409433591643246592

131. Usability Testing vs. User Research

132. 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.

133. “The perspective and processes —————
is focusing on and perfecting will, over time,
become standard operating procedure for
any application development project.”

135. http://www.fastcodesign.com/3031942/google-ventures-on-8-shortcuts-for-better-faster-design-research

136. http://www.slideshare.net/jeremy/failing-fast-learning-along-the-way-big-design-2013

137. Today
6 months
3 years

138. 8 Design Research
practices to kick start your
user knowledge!

139. Participatory Design
Contextual Inquiries
Affinity Diagramming
Understand Design Refine
Persona Development
Concept Validation
Workflow Modeling
KANO Feature Prioritization
Card Sorting
404 testing
User Journals / Diaries

140. Contextual
Inquiries

141. 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

143. Observing Users.

144. Persona
Development

145. 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.
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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.
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• adipiscing elit. Praesent eu ligula est.
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• metus a, luctus dolor. Cras est dui, lobortis et
• nisi quis, viverra vehicula purus. Vestibulum
• ]ultrices ut eros a egestas. Phasellus egestas
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adipiscing elit. Praesent eu ligula est.
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metus a, luctus dolor.
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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.
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adipiscing elit. Praesent eu ligula est.
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metus a, luctus dolor. Cras est dui, lobortis et
nisi quis, viverra vehicula purus. Vestibulum
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ligula sit amet nulla vehicula egestas.
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mauris ac turpis pretium pretium. Praesent
euismod.

146. http://blog.mailchimp.com/new-mailchimp-user-persona-research/

147. As a user…
Jane needs to…

148. Concept
Validation

149. 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

152. Affinity
Diagramming

154. Participatory
Design

155. “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

156. http://www.slideshare.net/frogdesign/bringing-users-into-your-process-through-participatory-design

157. Card
Sorting

158. http://www.optimalworkshop.com/treejack.htm

159. 404
testing

160. Comics, fast!
www.ubercomics.com
Want comics delivered to your home, fast?
Download our app!

161. User
Journals /
Diaries

162. “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/

163. http://www.slideshare.net/jaremfan/the-goodness-of-diary-studies

164. http://www.trackyourhappiness.org/

165. “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/

166. 8 Design Research
practices to kick start your
user knowledge!

167. Rockstars!

168. Tomer Sharon
User Experience Researcher at Google Search
https://plus.google.com/+TomerSharon/about

169. http://rosenfeldmedia.com/books/lean-user-research/

170. Google I/O 2014 - Perfectly executing the wrong plan
https://www.youtube.com/watch?v=9TJTbRw4ri8

171. Research
+
Lean Startup

172. Leisa Reichelt
Head of User Research at the Government Digital Service in the Cabinet Office
http://www.disambiguity.com/

173. http://www.disambiguity.com/help-joy-help-you/

174. https://twitter.com/leisa

175. https://userresearch.blog.gov.uk/

176. Big Government
+
Empathy

177. Peter Eckert
Co-Founder & CXO
http://projekt202.com/

178. 10+ Years

179. Enterprise / Complex
Software
+
Design Research

180. 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.

182. Last…

183. https://www.behance.net/gallery/PRESENTATION-User-Research/4890075

184. https://www.behance.net/gallery/PRESENTATION-User-Research/4890075

185. Thanks!
@jeremyjohnson

186. “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