1.
Top Trends In Product Design:
Outcomes, Understanding
Customers, and Building
for Experiments

2.
@jeremyjohnson
Director of User Experience

3.
WORKED FOR

4.
www.projekt202.com

5.
“Uncover user needs,
Design great solutions,
and build to launch.”

6.
“A well-made product is
not enough. A successful
product must meet the
needs and aspirations of
its users”
IDC Report
Building Experience-Driven software:
Insights for Modern Application Development

7.
I’m listening to @jeremyjohnson -
Trends in Product Design: Outcomes,
Understanding Customers, and Building
for Experiments #bigd15
Tweet me

8.
2015 $280 Million
2006 $1 Billion
http://www.dallasnews.com/business/columnists/mitchell-schnurman/20140426-buyout-blahs-at-sabre-7-years-and-a-lot-more-debt.ece
1996 Launched

9.
2015 $120 Million
2005 $1.2 Billion
http://skift.com/2014/12/16/bravofly-to-acquire-lastminute-com-for-120-million/
1998 Launched

10.
WHY?

11.
Focusing on the product…

12.
Focusing on projects vs. Outcomes
Not involving customers vs. Being customer centric
Tech as support vs. Tech as experiments
Product Design Issues…

13.
http://www.inuse.se/blogg/ux-mognaden-i-sverige-2014-och-hur-du-tar-dig-till-nasta-niva-inuseful/

14.
UX
“VP” “Director”
“CXO” “Manager”
“SVP”

15.
Product + UX + Development

16.
“Where are all the good Product Owners?”
CEO

17.
http://www.meetup.com/ProductTank-DFW/events/224616146/

18.
San Francisco

19.
New York

20.
Seattle

21.
Focusing on projects vs. Outcomes
Not involving customers vs. Being customer centric
Tech as support vs. Tech as experiments
Product Design Issues…

22.
Not
focused on
the right
things
Slow,
inflexible
technology
U
X

23.
I need to care about…?
http://jessicaivins.net/blog/20130311-What-I-Learned-From-Teaching-UX-Part-1.html

24.
http://www.brownwebdesign.com/blog/dont-be-in-a-rush-to-be-a-specialist

25.
http://www.mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/http://jessicaivins.net/blog/20130311-What-I-Learned-From-Teaching-UX-Part-1.html
UX In the Middle? Product in the Middle?

26.
Product Managers are Taking my Job:
Confessions of a UX Designer
http://unbreakablepo.com/page/2/

27.
A Process for Empathetic
Product Design
“The discipline of
product management
is shifting from an
external focus on the
market, or an internal
focus on technology,
to an empathetic
focus on people.”
https://hbr.org/2015/04/a-process-for-empathetic-product-design

28.
UX Designers
make great
product
owners!

29.
Design is a cost.
To leverage design successfully in tech, don’t spray design on at the end.
B E G I N N I N G M I D D L E E N D
D E S I G N AT T H E V E RY E N D
( o r “ C O S M E T I C S U R G E RY ” )
D E S I G N A S “ B A K E D - I N ”
$
$ $ $ $
DES I GN
Start with design, rather than just end with it.
an investment.
Source: @kpcb @johnmaeda @wsj #DesignInTech
http://blogs.wsj.com/accelerators/2014/02/21/john-maeda-three-principles-for-using-design-successfully/
13

30.
http://poetpainter.com/
Functional (Useful)
Reliable
Usable
Convenient
Pleasurable
Meaning
Experience Driven
Technology Driven

31.
http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/

32.
https://twitter.com/DesignUXUI/statuses/563738777596608513

33.
“At Nike, a large and well-resourced design function
reports directly to CEO, Mark Parker, who early in his
tenure was a designer himself.”
“Using human-centered design methods,
inspiration for the company’s signature products is
drawn directly from its cadre of famous and not-so-
famous practicing athletes, with whom the
designers directly interact to devise authentic
performance innovations and style updates.”
http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/

34.
UX Designers
make great
product
owners!

35.
Doesn’t Really
Matter We’re all
here to kick ass…

36.
https://twitter.com/jeremyjohnson/status/642353184313225217

37.
A product can’t be successful without
business, design, and technology all
moving in the right direction via/
@jeremyjohnson #bigd15
Tweet me

38.
Outcomes > Plans
Trend #1

39.
https://medium.com/managing-digital-products/so-you-want-to-manage-a-product-c664ba7e5138

40.
Marty Cagan

41.
http://www.mindtheproduct.com/2015/09/video-the-root-causes-of-product-failure-by-marty-cagan/

42.
Roadmaps

43.
Just got our roadmap from the c-team!
I’m super excited about making sure all these
features get put into my product!
#1

44.
Typical Roadmap
features…
features…
features…

45.
http://www.slideshare.net/jysimon/product-tankparis-jysimon16may2013

46.
METRICS

47.
http://www.businessweek.com/articles/2014-01-10/how-ihops-new-menu-design-gets-customers-to-spend-more

48.
Sign-up Abandonment
Getting First Task
Repeat Usage
Duration in App
Incentives Engagement
Gathering Additional Data

49.
•Incentivized to deliver a feature (not the outcome)
•No ownership in solving the problem (feature has been
decided)
•No way to really test and learn
With Roadmaps…

50.
We need to reduce the onboarding time
for our product.
I’m super excited about running some
experiments to achieve this goal!
#2

51.
•Judged on the outcome
•Owns the solution
•Has the ability to experiment to the right solution
With Scorecards…

52.
“We are stubborn on
vision. We are flexible
on details.”
- Jeff Bezos

53.
http://waitbutwhy.com/2015/08/how-and-why-spacex-will-colonize-mars.html

54.
Facebook's mission
“connect the world”

55.
“You’re not managing a
product. You’re managing
the problem it solves.”
“Your job is to deeply understand the
problem that your product aims to solve then
chase the moving goal of solving every nuance
of that problem.”
So you want to manage a product?
https://medium.com/managing-digital-products/so-you-want-to-manage-a-product-c664ba7e5138

56.
“fail fast” is actually better
framed as “experiment fast.”
The most effective innovators
succeed through
experimentation.
http://www.uxbooth.com/articles/fail-fast-fail-often-an-interview-with-victor-lombardi/
- Victor Lombardi

57.
http://www.slideshare.net/jeremy/

58.
I’m super excited about running some
experiments to achieve this goal!
Passion
MetricsTest&Learn

59.
A Deep Understanding of the
Customers is key.
Trend #2

60.
http://www.slideshare.net/jeremy/

61.
Are you doing research?
Are you a customer centric organization?

62.
“I read a user manual once”
“I’ve watched some videos”
“I’ve sat with actual users”
“I read the Marketing Research”
“I once had that job” “I’ve had users in the lab”

63.
Revealing Reality
Observe to understand
We observe your users in their “habitats,” whether that’s an o
home, or a shopping mall. We have a proven methodology that
uncovers what drives your users, so we can create innovation that fits
their lives.
Stakeholder Interviews Contextual Inquiries
Data Analysis
Insights &
Opportunities

64.
Focused Innovation
Bring the solution into focus
We put insights into action, developing concepts for innovation based
on what we understand about your audience. We create a grounded
vision for the product and design principles to guide it through the
process of being designed and built.
Generate
New Concepts
Validate Concepts with Users
User-Validated
Concept

65.
Building & Evolving
Design & develop user-centered software
Our cross-functional team of designers and developers works together
to iteratively design, build, test, and validate features that scale and
evolve to meet tomorrow's challenges.
User Stories
Design
Development Testing
Iterative
Releases
Analytics &
Digital Marketing
Launch

66.
Opportunities
Matrix
Personas Scenario Design
Journey Maps
Contextual
Inquiries
KANO Study
A/B Testing
Concept
Validation
Prototyping

67.
UX has moved from a practice of
creating screens, to creating a shared
understanding of your customer’s
behavior via/ @jeremyjohnson #bigd15
Tweet me

68.
Do you think of UX as…
Tools
Paint
Strategy
Process
Photoshop
Sketch
HTML
Looks Good!
Make it blue.
On Brand!
What should we build?
What do our customers need?
Where can we be effective?
What is your hypothesis?
What methods do we use?
How are we synthesizing the data?
Patterns
Buttons!
Interactions
flows

69.
Do you think of UX as…
Tools
Paint
Strategy
Process
Photoshop
Sketch
HTML
Looks Good!
Make it blue.
On Brand!
What should we build?
What do our customers need?
Where can we be effective?
What is your hypothesis?
What methods do we use?
How are we synthesizing the data?
Patterns
Buttons!
Interactions
flows

70.
Do you think of UX as…
Design Genius Creates Success?
The Process of Understanding
Customer Needs Creates Success?
vs.

71.
“QUOTES”

72.
“If you look at your Product Designer as someone
that makes your solution look presentable, look
again. She is there to help you identify, investigate,
and validate the problem, and ultimately craft,
design, test and ship the solution.”
https://medium.com/@ericeriksson/what-is-product-design-9709572cb3ff

73.
“User research means spending time with the
users of our products and services to understand
who they are, what they’re doing, how they live their
lives, and create a picture of these people who will be
using the things that we’re trying to design and
develop so we can bring that into our teams and
make sure that we’re designing/developing the
right things for people”
https://gdsengagement.blog.gov.uk/2015/09/03/periscope-about-user-research-for-gov-uk/

74.
https://www.flickr.com/photos/gdsteam/20954964200/in/photostream/

75.
https://userresearch.blog.gov.uk/2015/03/18/so-youre-going-to-be-a-user-researcher-top-tips-to-get-you-going/
“Probably the most important thing to remember is that
it’s not your job to be the expert on users. Rather, it’s
your job to know the techniques that will allow your
entire team to become expert in what users need…”

76.
“The company, for example, did a study of 8,292 people in
eight cities, examining morning routines.”
“With this data in hand, Ikea came up with a freestanding
mirror that has a rack on the back for hanging clothes and
jewelry. The Knapper…”
“Even surveying 8,292 people doesn’t always get you the right
answer. The problem is that people lie. Ydholm puts it more
delicately. “Sometimes we are not aware about how we
behave,” he says, “and therefore we can say things that maybe
are not the reality. Or it could be that we consciously or
unconsciously express something because we want to stand
out as a better person. That’s very human to do it like that.””
http://fortune.com/ikea-world-domination/

77.
“The single most important attribute of any Product Manager
worthy of the title is a fanatical devotion to the customer
(and no, we’re not talking about Monty Python’s Spanish
Inquisition). The customer, and more specifically the end-
user, should be the North Star for whatever a Product Manager
does, says, plans, or thinks about…
…and to know the customer, you have to engage with them
on a regular basis.”
http://www.cleverpm.com/2015/09/09/what-makes-a-good-product-manager/
www.cleverpm.com

78.
“However, the more we share our work in progress, using a
variety of testing methods at every stage of design, the
more input we can get from the people the design is for.
Multiple research methods ensure that we receive diverse
feedback; and more diverse feedback helps our products
better meet our users’ needs.”
http://alistapart.com/article/sharing-our-work-testing-feedback-in-design

79.
Fast Path to a Great UX: Increased Exposure Hours
“It's the closest thing we've found to a silver bullet…”
“The solution? Exposure hours. The number of hours
each team member is exposed directly to real users
interacting with the team's designs or the team's
competitor's designs. There is a direct correlation
between this exposure and the improvements we see
in the designs that team produces.”
https://www.linkedin.com/pulse/fast-path-great-ux-increased-exposure-hours-jared-spool

80.
https://www.usertesting.com/blog/2015/09/02/empathy/
“It starts with the cardinal rule of UX: you are
not your user. UX is about how someone else
feels about your product or brand. No matter
how much you hope they’ll feel a certain way,
how they actually feel is what matters.
And while that’s easy to say, it takes some
effort to do.”

81.
https://twitter.com/lukew/status/640231309277720576

82.
http://www.fastcompany.com/3010999/innovation-agents/why-pinterest-makes-house-calls

83.
“..would-be entrepreneurs, designers, and coders
should all get out of the office and into the field
more often. "It’s the Achilles’ heel of the tech
industry," he says of the armchair tendency. "It’s easy
to think you can sit at your computer and come up
with the next big thing."

84.
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
http://www.nngroup.com/articles/ux-without-user-research/

85.
http://www.mindtheproduct.com/2014/11/leisa-reichelt-changing-organisations-to-improve-products/
“…highlights the
importance of
reducing the
distance between
the people
designing the
product and
making decisions
about them and the
people who use
them, through
increased research
and team
participation in that
research.”

86.
DATA

87.
Qualitative Quantitative

88.
The Case for Talking to Users in the Age of Big Data
“Observing users in person provides you with data that
surveys and behavioral data simply can’t, just as
surveys and behavioral metrics provide you with data
and reliability that qualitative work can’t. You need both
— and you need to do both well”
https://medium.com/@mgallivan/the-case-for-talking-to-users-in-the-age-of-big-data-bca4159e9620

89.
“As I watched Pedroia take infield practice, grabbing throws from
Kevin Youkilis, the team’s hulking third baseman, and relaying them
to his new first baseman Casey Kotchman, it was clear that there
was something different about him. Pedroia’s actions were
precise, whereas Youkilis botched a few plays and Kotchman’s
attention seemed to wander. But mostly there was attitude:
Pedroia whipped the ball around the infield, looking annoyed
whenever he perceived a lack of concentration from his
teammates.”

90.
Creating a steady stream of data.
Qualitative Quantitative

91.
Qualitative Quantitative
Analytics
A/B Testing
Clickstream
404 Testing
Surveys “Voice of Customer”
NPS
Experian
Contextual Inquiries
Personas
Journey Maps
Workflow Diagrams
Affinity Diagramming
Validation Testing
Usability Testing

92.
Qualitative Quantitative
Analytics
A/B Testing
Clickstream
404 Testing
Surveys “Voice of Customer”
NPS
Experian
Contextual Inquiries
Personas
Journey Maps
Workflow Diagrams
Affinity Diagramming
Validation Testing
Usability Testing

93.
Quantitative
Analytics
A/B Testing
Clickstream
404 Testing
Surveys “Voice of Customer”
NPS
Experian

94.
Bad stories? Where?
“I met with people that would potentially
use my product and it caused my
company to go out of business"

95.
Building (developing)
for Experiments
Trend #3

96.
After the TV
Source: @kpcb @johnmaeda @heif #DesignInTech
http://kpcb.com/design
Before the TV After the PC
and Laptop
In the age of Mobile ...
Tech is no longer for Tech-ies, because Mobile is for Everybody (Right) Now
The smartphone revolution brought design’s value into the foreground. We want to do in our palm, while walking, what we used to do
on a big screen while sitting down at a desk. The interaction design challenges presented by that shift are huge.
21

97.
Source: @kpcb @johnmaeda #DesignInTech
Text
22
8AM 4PM
once in
the morning
once in
the evening
User Experience matters so much, because we are Experiencing so much.
A pain point can become a “pain plane” on mobile. That’s a lot of ouch.
150 unlocks = checking your phone every 5.6 minutes
one interaction, one “ouch” just two ouch points
The mobile paradigm should be thought of as “the always with you and in your face” paradigm. For that reason, a bad design will not just hurt
once, but the hundreds of times you might use the bad design in a single day. That’s a lot of unnecessary “ouches.”
http://www.kpcb.com/internet-trends

98.
Context
Feelings
Insights
Innovations
Understanding
Stories

99.
“I can launch this
app in three
months”
“This solution will
launch in 12 months”

100.
http://barryoreilly.com/2013/10/21/how-to-implement-hypothesis-driven-development/

101.
Experimentation is the foundation of the scientific
method, which is a systematic means of exploring the
world around us. Although some experiments take place in
laboratories, it is possible to perform an experiment
anywhere, at any time, even in software development.
Practicing Hypothesis-Driven Development[1] is thinking
about the development of new ideas, products and services
– even organizational change – as a series of experiments
to determine whether an expected outcome will be
achieved. The process is iterated upon until a desirable
outcome is obtained or the idea is determined to be not viable.
http://barryoreilly.com/2013/10/21/how-to-implement-hypothesis-driven-development/

102.
Lean = Experiments

103.
Developers
are the
masters of
the now…

104.
https://vimeo.com/133377447

105.
“…at Netflix, they ported Webkit to the PS3 just to be
able to test, release, build measure learn; they were
able to release 4 different PS3 experiences on the
same day to test”
http://giffconstable.com/2013/06/bill-scotts-paypal-qcon-talk-putting-a-brain-on-agile/

106.
Iterative testing…
Mountain Testing…

107.
“…in 2011, a copy
change took 6 weeks to
get on site”
http://giffconstable.com/2013/06/bill-scotts-paypal-qcon-talk-putting-a-brain-on-agile/

108.
“Engineer for Experimentation”

109.
What needs to be fixed?

110.
What needs to be fixed?

111.
You.

112.
Passion.

113.
Top Trends in Product Design per
@jeremyjohnson: Outcomes,
Understanding Customers, and Building
for Experiments #bigd15
Tweet me