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Design studio: A team alignment secret weapon - Modev MVP Conference

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Design studio: A team alignment secret weapon - Modev MVP Conference

We all want the best user experience, but often other priorities get in the way: “Bob from Marketing wants it to…”, “The developers don’t like that approach...”, “That feature is a ‘nice to have’”.

What if you had a tool that can help folks sharpen their UX skills, get them prioritizing the users and their goals, and align everyone on a common vision that revolves around a great user experience?

This hands-on tutorial will walk you through a design studio and how it can be a great tool to align product owners, developers and UX teams on an approach that balances user and business needs. We’ll also show you how to conduct a “mini design studio” before an agile sprint.

You’ll gain hands-on experience with different aspects of running a design studio through individual and group exercises throughout the tutorial.


John Whalen (CEO at Brilliant Experience):
John Whalen has a PhD in Cognitive Science with over 15 years of User-Centered Design experience. He currently leads Brilliant Experience – a consultancy that supports intra- and entrepreneurs to ensure the success of mission-critical innovation projects by using our unique blend of user-centered design, psychology, design thinking and lean startup techniques.

John’s specialty is to provide businesses with competitive advantages using a mix of user research insights and expert knowledge of human vision, attention and memory. He has experience (and great stories to tell from) working with Fortune 500 clients in the ecommerce, financial, healthcare and government verticals. John’s currently focusing on helping large enterprises integrate brain science into agile, design thinking, and UCD projects.

Published in: Design

Design studio: A team alignment secret weapon - Modev MVP Conference

  1. 1. A Team Alignment Secret Weapon: The Design Studio Psychology + User Experience + InnovationBrilliant Experience John Whalen, PhD UX Lead, Brilliant Experience President, UXPA-DC Amee Mungo Senior Product Manager, Digital Card Capital One
  2. 2. Agenda ‣ Introductions ‣ Why Design Studios? ‣ Detail Design Studio Components ‣ Introduce Today’s Problem & Complete Components ‣ Design Studio Details, Tips & Tricks
  3. 3. Introduction
  4. 4. John Whalen, PhD UX Lead, Brilliant Experience President, UXPA-DC Amee Mungo Senior Product Manager, Digital Card Capital One
  5. 5. Brilliant Experience Psychology + User Experience + Innovation
  6. 6. Brilliant Experience Psychology + User Experience + Innovation
  7. 7. If you follow exactly the steps we outline
  8. 8. Warm Up
  9. 9. How do we “cross the chasm”? User Insights Great Experience,
 Successful Product Insert
 Magical
 Process
 Here
  10. 10. Not recommended
  11. 11. Hard to find
  12. 12. Let’s play: Name that methodology
  13. 13. User Stories 1 Design & 
 Develop 2 Feedback 3
  14. 14. User Stories 1 Design & 
 Develop 2 Feedback 3 Agile
  15. 15. Build 1 Measure 2 Learn 3
  16. 16. Build 1 Measure 2 Learn 3 Lean Startup
  17. 17. Lean Startup
  18. 18. Copyright © 2012-2013 Brilliant Experience 1 2 3 4 Empathize with the audience you are designing for. Brainstorm possible designs Build a representation of one or more of your ideas PrototypeIdeateResearch Test your ideas for feedback Test
  19. 19. Copyright © 2012-2013 Brilliant Experience Empathize with the audience you are designing for. Brainstorm possible designs Build a representation of one or more of your ideas PrototypeIdeateResearch Test your ideas for feedback Test Design Thinking 1 2 3 4
  20. 20. Design Thinking
  21. 21. We believe these methodologies are not enough!
  22. 22. Success lies beyond the product development process
  23. 23. Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio Exploration of solution space Intensive training Partner designers / developers Support team Two Tracks
  24. 24. Product Development Team Development Empathize with your audience Determine management alignment Two Tracks
  25. 25. What do they say? do? think? Consumer! Lawyer! Banker! Neuroscien2st! VAD7Nurse! Drug7Researcher! Farmer! Federal7Administrator! Mom7/7Chauffeur!
  26. 26. Stakeholder Alignment
  27. 27. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team
  28. 28. Baseline Testing
  29. 29. UX Lead Technical Lead User Researcher Usability Expert Front-End Developer Front-End Developer Interaction Designer UX Strategist consultant employee Evaluate The Team
  30. 30. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio
  31. 31. Two Tracks Product Development Team Development Empathize with your audience Determine management alignment Baseline measurement Evaluate the team Design studio Exploration of solution space Intensive training Partner designers / developers Support team
  32. 32. Design Studio
  33. 33. Why have a design studio?
  34. 34. CEO: “I know you had an agenda, but let’s just sketch our ideas anyway…"
  35. 35. Design Studio Origins ‣ Design school - Intensive group critique of work - Learn through criticism - Take chances and learn through experimentation - Everyone learns through design.
  36. 36. Design Studio Evolution ‣ Rapidly align team on: ‣ Internal business goals of project ‣ Prioritized audiences ‣ Audience goals and scenarios ‣ Relationship between business and audience needs ‣ Possible solutions space ‣ Early concepts
  37. 37. Design Studio - Side Benefits ‣ Understand team dynamics - See the team working together - Understand the personalities, roadblocks, willingness to learn, try new things ‣ Allow a safe environment to explore new ideas - Get executive permission (demand) to change - Give permission to brain storm possibilities - Provide rare chance for cross discipline interaction (marketing, development, UX, design, sales) - Align team on way forward, even if underspecified
  38. 38. Design Studio - Side Benefits ‣ Let other team members understand UX and Users - Challenge other teams to think like the user - Force prioritization of audiences - Get those team members to role play as a user, develop empathy - Demonstrate the challenges of interface design - Allow other teams to empathize with the challenges and needs of the UX team
  39. 39. Design Studio - Side Benefits ‣ Get feeling of accomplishment - Create immediate decisions and deliverables - Ensure that the team have built something together, for once - Create a pact between UX, Execs, Developers, Marketers 
 (when does that happen otherwise?) - Build team camaraderie
  40. 40. Design Studio Introduction
  41. 41. Goals ‣ Collaborate ‣ Generate ideas ‣ End up with several good ideas
  42. 42. Guidelines for the next two days. 1. Minimal phones, tablets, or laptops - we need to focus on the project - We will give you breaks to get your fix 2. We must generate a lot of ideas quickly - We will have deadlines to get things done 3. We are not in the idea- or ego-squashing business - We succeed through a breadth of perspectives
  43. 43. Today, we will create the foundation for a winning WMATA strategy and design direction through a strategy workshop & design studio.
  44. 44. Introduce the design studio process, our goals and activities. Prioritize business goals. Ensure we are aligned on our goals for the project and desired outcomes. Prioritize your audiences, define them create the scenarios in which they would use this product. Audience NeedsEnterprise NeedsIntroduction Flesh out best ideas. Get the team to agree on promising conceptual directions through presenting concepts to the team. Design Studio The Process 1 2 3 4
  45. 45. Schedule - Day 1 Time Activity & Description 12:30 – 1:00 Kickoff & Introduction 1:00 - 2:00 Elevator Pitch 2:00 - 2:10 Brief Break 2:10 - 3:00 Prioritize Business Objectives 3:00 – 3:20 Prioritize Site Audiences 2:30 - 2:45 Brief Break 3:30 – 4:30 Create & Present User Personas 4:30 - 5:00 Summary & Wrap Up
  46. 46. Schedule - Day 2 Time Activity & Description 8:00 - 8:20 Day 2 Kickoff 8:20 - 8:30 Stakeholder Comments on Day 1 Findings 8:30 – 9:20 Create & Present User Scenarios 9:20 - 9:30 Brief Break, Design Studio Setup 9:30 – 9:45 Feature Brainstorming Session 9:45- 10:00 Introduction to Conceptual Design & Design Studio 10:00 – 11:15 Homepage Design Sprints 11:15 – 11:45 Group Presentations of Designs 11:45 – 12:00 Wrap up
  47. 47. Samples of Each Step
  48. 48. Elevator Pitch
  49. 49. Prioritize Business Needs
  50. 50. Prioritize & Create Personas
  51. 51. Scenarios
  52. 52. Customer Experience Journey
  53. 53. Early Ideation
  54. 54. Sketching & Prototyping ‣ We were the first of the cleanup crews ‣ Primary subcontractor spent 2 years and built close to nothing that could be approved for launch (issues with usability) ‣ SWAT team brought in to fix: IDEO, Brilliant ‣ Arrived at first meeting and learned that the problem needed to be fixed in two weeks with the first review due in three days ‣ Drove to my nearest relative’s house (father), removed all art and photographs from the walls, and got to work Sketching & Prototyping
  55. 55. Today’s Workshop Challenge
  56. 56. Meet the Lemieux’s, “speak English little bit”
  57. 57. Lemieux’s plan for Washington DC
  58. 58. Meet the Washington Metro
  59. 59. Qu’est-ce que c’est???!!!
  60. 60. Excusé moi?
  61. 61. Will it take my children away from me?
  62. 62. Are there any signs?
  63. 63. Challenge: Use the design studio to figure out how to make it easier to get a family through the Washington Metro using their mobile phone(s).
  64. 64. Elevator Pitch

  65. 65. Elevator Pitch ‣ The elevator pitch is a quick assessment of team alignment. The goal is to briefly describe your new product as if you were in an elevator pitching it to a key stakeholder. ‣ We want each individual to describe its audience, their need, the product’s category and biggest benefit, and how it uniquely serves your audience.
  66. 66. Elevator Pitch ‣ Work independently ‣ One Post-It note per space
  67. 67. Customer Experience Journey
  68. 68. Customer Experience Journey ‣ Consider the user journey, from initial thoughts and concerns to completed goals. ‣ How would they try to tackle the problem? What would be each step? ‣ What might be their typical needs for that step? ‣ What questions would they want answered?
  69. 69. Review our work ‣ Recognize priorities, top audience needs, promising design possibilities.
  70. 70. Congratulate the Team!Congratulate the Team!
  71. 71. Design Studio: Procedural Details
  72. 72. Duration of Meeting ‣ How long have yours been? - Mine: 1/2 day to 3 days - 1/2 day - well defined app - 1-2 days - typical for larger group that needs to achieve alignment - 2 days enough to allow for true design studio - detailed design and critique - Sometimes need longer when there is detailed information about the users available
  73. 73. Selecting Features ‣ Elevator Pitch ‣ Affinity Diagraming ‣ Business Priorities ‣ Prioritizing and building Personas ‣ Prioritizing and building Scenarios ‣ User Experience Mapping ‣ Brainstorm sketch concepts, revise concepts
  74. 74. Who to Invite? When to get involved? ‣ Senior Executives / Executive Sponsor ‣ UX ‣ Design ‣ Marketing ‣ Development ‣ Operations ‣ Other channels (print, in-store, phone support) ‣ SMEs
  75. 75. Who to Invite? When to get involved?
  76. 76. Tools You’ll Need
  77. 77. If you follow exactly the steps we’ve outlined…
  78. 78. Thank you! Psychology + Innovation + DesignBrilliant Experience
  79. 79. John Whalen jw@brilliantexperience.com slides and templates at: brilliantexperience.com Psychology + Innovation + DesignBrilliant Experience

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