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Why Methods Trump Methodology

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My talk at DigitalNow 2007, in Orlando on April 13. Discusses common roadblocks and things that break through them.

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Why Methods Trump Methodology

  1. 1. Why Methods Trump Methodology and Other Execution Secrets for User Experience Success DigitalNow 2007 presented by Jess McMullin nForm User Experience | www.nForm.ca April 13, 2007
  2. 2. aka “Removing Roadblocks for 2.0 Success”
  3. 3. aka “everything Jess knows about good web projects in 90 minutes or less”
  4. 5. The Tie and the Turtleneck
  5. 6. Turtleneck
  6. 7. Tie
  7. 9. The limitless opportunity of Web 2.0…
  8. 10. Blue sky
  9. 11. Blue Sky Barrier
  10. 12. Reference: “The Chaos Chronicles”, The Standish Group, 2003. 51% Challenged 34% On time On budget 15% Cancelled 66% Failure Rate
  11. 13. 66%
  12. 14. That’s 2 out of 3 projects
  13. 15. Top risks in Web 2.0 adoption <ul><li>Buzzword Compliance </li></ul><ul><li>Build It and They Will Come Syndrome </li></ul><ul><li>All problems solved by Web 2.0 Hammer </li></ul>2.0
  14. 16. The toolbox approach – why methods trump methodology
  15. 17. Some stories
  16. 18. A very large international trade association
  17. 19. A very large project to enable self service
  18. 20. Tagging for members to describe their own skills
  19. 21. A public art gallery (with all the right user experience methods)
  20. 22. I’m not here to tell scary project stories.
  21. 23. I’m here to talk about an opportunity
  22. 24. Opportunity 2.0
  23. 25. Create a compelling experience
  24. 26. Create a compelling experience
  25. 27. Create a successful experience
  26. 28. Other Sessions Sherry Budziak Steve Mulder Seth Earley Andrew Hinton
  27. 29. Roadblocks
  28. 30. Executives, Managers, & Team Leads can either create or remove roadblocks.
  29. 31. 4 Risks <ul><li>Executive & Business focus on narrow perspective </li></ul><ul><li>Out of touch with users </li></ul><ul><li>Wrong tools for the job, use traditional IT or Marketing approaches </li></ul><ul><li>Teams don’t have right capabilities or responsibilities </li></ul>
  30. 32. 2.0 Don Dea
  31. 33. 4 Keys <ul><li>Mindsets </li></ul><ul><li>Skillsets </li></ul><ul><li>Methods </li></ul><ul><li>Teams </li></ul>
  32. 34. Things I wish all my clients knew already
  33. 35. Key #1 MINDSETS
  34. 36. Mindset <ul><li>5 ways to think about design </li></ul><ul><li>3 ways to think about experience </li></ul><ul><li>1 way of thinking about working (later) </li></ul>
  35. 37. 5 Ways to think about Design
  36. 38. Design Maturity
  37. 39. #1 Unconscious Design »
  38. 40. #2 Style »
  39. 41. #3 Form + Function »
  40. 42. #4 Problem Solving »
  41. 43. #5 Framing »
  42. 44. To design the right solution we have to define the right problem.
  43. 45. 3 Ways to think about Experience
  44. 46. #1 Experience of Individuals
  45. 47. User Faces
  46. 58. Experience is mediated by expectation
  47. 59. #2 Experience as Outcome
  48. 60. Value Centered Design
  49. 61. Successful Experiences are Valuable
  50. 62. Value Compels
  51. 63. Markets are Conversations really ^
  52. 64. Proto 2.0 1999
  53. 65. Authenticity & Integrity Rely on Expectations
  54. 66. Methods to understand & design for expectations
  55. 67. Question from the audience: Hey, are there any people who do that?
  56. 68. #3 User Experience as Discipline
  57. 69. User Centered Design
  58. 70. Elements of UX Jesse James Garrett “The Elements of User Experience”
  59. 72. Take a deep breath…. <ul><li>Design Maturity (Unconscious, Style, Form+Function, Problem Solving, Framing) </li></ul><ul><li>Experience </li></ul><ul><ul><li>Individual Experience as Expectation Cycle </li></ul></ul><ul><ul><li>Experience as Value </li></ul></ul><ul><ul><li>User Experience as Discipline </li></ul></ul><ul><li>Mindset about working (still ahead) </li></ul>
  60. 73. Key #2 SKILLSETS
  61. 74. Skillsets <ul><li>Business, Users, Technology, Content </li></ul><ul><li>User Experience Roles & Skills </li></ul>
  62. 75. Value Centered Design
  63. 80. 4 UX Skillsets
  64. 81. user research
  65. 84. information architecture
  66. 86. interaction design
  67. 88. usability evaluation
  68. 90. Specialists are great, but…
  69. 91. … really, User Experience as Discipline
  70. 92. … means the Discipline to respect User Experience
  71. 93. … and avoid abdication.
  72. 94. Take a deep breath…. <ul><li>Skillsets </li></ul><ul><ul><li>(Business, Users, Content, Technology) </li></ul></ul><ul><ul><li>Compare your organization with your team </li></ul></ul><ul><li>User Experience Skillsets </li></ul><ul><ul><li>User Research </li></ul></ul><ul><ul><li>Information Architecture </li></ul></ul><ul><ul><li>Interaction Design </li></ul></ul><ul><ul><li>Usability Evaluation </li></ul></ul>
  73. 95. Key #3 METHODS
  74. 96. Methods <ul><li>Why methods trump methodology </li></ul><ul><li>16 Methods (in 1 minute or less) </li></ul><ul><li>1 way of thinking about working (now) </li></ul><ul><li>5 Methods (in 5 minutes or less) </li></ul><ul><li>6 Principles </li></ul>
  75. 97. Let’s play the Price is Right.
  76. 98. How much money was bet on the Rational Unified Process?
  77. 99. $120,000,000.00
  78. 100. $120,000,000.00
  79. 101. That’s one hundred and twenty MILLION dollars.
  80. 102. Oh.
  81. 103. I used to work in an ammunition factory…
  82. 104. I can assure you that there are no silver bullets…
  83. 105. RUP Macroscope Agile
  84. 106. Methodologies are like one-size- fits-all T-shirts . They don’t really fit all that well.
  85. 107. Many methodologies are developed to produce economies of scale …
  86. 108. … not to produce the best results.
  87. 109. Particularly if you’re venturing into new waters like Web 2.0.
  88. 110. Instead of methodology: Principles + Methods
  89. 112. The toolbox approach – why methods trump methodology
  90. 113. UXMethods.com
  91. 129. UXMethods.com
  92. 131. MINDSET FLASHBACK
  93. 132. 1 way of working (finally)
  94. 133. Review & Approve
  95. 134. Exercise
  96. 135. Draw a house
  97. 136. Pair Up. Person who’s birthday is next is the reviewer.
  98. 137. Review the house. How well does it match the house you drew?
  99. 138. Now draw a house together.
  100. 139. 5 Methods that mitigate Review & Approve Risk
  101. 140. Roadblock Busters
  102. 141. 1. Collaborative Affinity Analysis
  103. 143. 2. Conversational Sketching
  104. 145. 3. Design the Box
  105. 146. Design the Box <ul><li>How To Design the Box </li></ul><ul><li>Create a box for the product, even if it isn’t shipped in a box. </li></ul><ul><li>Elements for the Box Front: </li></ul><ul><ul><li>Name </li></ul></ul><ul><ul><li>Tagline </li></ul></ul><ul><ul><li>3 key selling features </li></ul></ul><ul><ul><li>Imagery / Color / Type (Later) </li></ul></ul><ul><li>Box Back: </li></ul><ul><ul><li>Feature Set </li></ul></ul><ul><ul><li>System Requirements </li></ul></ul>From Jim Highsmith, Cutter Institute
  106. 147. 4. Backcasting
  107. 148. Backcasting Start here What has to happen? What has to happen before that? Assumptions Assumptions What has to happen before that? Assumptions Assumptions What has to happen before that? How are things right now?
  108. 150. 5. Alignment Model
  109. 151. Alignment Model
  110. 152. How to align user needs, business drivers, and online offerings.
  111. 153. 6 principles
  112. 154. 1. Codesign
  113. 156. 2. Simple
  114. 161. 3. Concrete
  115. 165. 4. Flexible
  116. 166. How Can People Interpret It?
  117. 167. 5. Evidence Based
  118. 170. 6. Surfaces Agendas
  119. 172. 6 principles <ul><li>Codesign </li></ul><ul><li>Simple </li></ul><ul><li>Concrete </li></ul><ul><li>Flexible </li></ul><ul><li>Evidence-Based </li></ul><ul><li>Surfaces Agendas </li></ul>
  120. 173. Approach
  121. 174. Get people working together
  122. 175. Peel Back the Layers
  123. 177. Partner, Pilot, Publicize
  124. 178. Approach <ul><li>Get the right people in the room, work together to create artifacts and models that let them articulate business needs. </li></ul><ul><li>Peel Back the layers </li></ul><ul><li>Start small: Partner, Pilot, Publicize </li></ul>
  125. 179. Key #4 TEAMS
  126. 180. Teams <ul><li>We’re getting near the end </li></ul><ul><li>How about just 1 model for teams? </li></ul>
  127. 181. The nForm Web Management Model
  128. 186. RACI Responsible Accountable Consulted Informed
  129. 188. In Closing
  130. 189. Top risks in Web 2.0 adoption <ul><li>Buzzword Compliance </li></ul><ul><li>Build It and They Will Come Syndrome </li></ul><ul><li>All problems solved by Web 2.0 Hammer </li></ul>2.0
  131. 190. The toolbox approach – why methods trump methodology
  132. 191. Experience is mediated by expectation
  133. 192. Value Centered Design
  134. 193. 4 Keys <ul><li>Mindsets </li></ul><ul><li>Skillsets </li></ul><ul><li>Methods </li></ul><ul><li>Teams </li></ul>
  135. 194. Review & Approve X
  136. 195. Create a successful experience
  137. 196. Blue sky Unlock the potential of Web 2.0 for you and your association.
  138. 198. Thank You! jess DOT mcmullin AT nform.ca 1.800.670.7025 www.nForm.ca www.slideshare.net/jessmcmullin

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