Enhancing Zone of Product Design with Wiki Practice

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Enhancing Zone of Product Design with Wiki Practice

  1. 1. Enhancing Zone Of ProductDesign With Wiki PracticeNikolay YaremkoIADIS IHCI Conference 2011, Rome, Italy, 24–26 July 2011
  2. 2. Enhancing Zone Of ProductDesign With Wiki Practiceis a bit about1. Motivation and context that implies it.2. Case study of using wiki practice.3. Results and observations.4. Conclusion and further work.
  3. 3. Nikolay YaremkoUser experience design for the Web since 2000.Working for Yandex since 2005.
  4. 4. Nikolay YaremkoTook part organizing user experience of recentredesign of Yandex.Mail — №2 largest webmail inRussia, mail.yandex.ru
  5. 5. Nikolay YaremkoTook part in organizing product and interactiondesign of recent major release of Yandex.Maps —№1 mobile maps and navigation application inRussia, mobile.yandex.ru/maps
  6. 6. The question that bothers me much is as follows:How do I learn as a designerto organize dialogue with teamabout vision and productdefinition?
  7. 7. It comes from my perception of designer’s key role:to organize collective thoughtof product team.Let us discoverhow I have arrivedto this point bythe flow of myexperienceat Yandex.
  8. 8. — what’s that?
  9. 9. — in Russia:— Most visited website,— ¹№1 Search engine,— ¹№2 Webmail service, ¹№1 Web and mobile maps and many other products such as news aggregation engine, product search, social and blogging networks, dictionaries, online music streaming, etc. YNDX, www.yandex.com
  10. 10. — in Russia:— Most visited website,— ¹№1 Search engine,— ¹№2 Webmail service, ¹№1 Web and mobile maps etc. Over 3000 staff
  11. 11. — in Russia:— Most visited website,— ¹№1 Search engine,— ¹№2 Webmail service, ¹№1 Web and mobile maps etc. More than 50% involved in product development and maintenance
  12. 12. — in Russia:— Most visited website,— ¹№1 Search engine,— ¹№2 Webmail service, ¹№1 Web and mobile maps etc. More than 50% involved in product development and maintenance « Yandex is a very open company. We welcome » open-minded thinking, open expression of opinions and ears open for listening. — Yandex inner code of conduct.
  13. 13. — 20 interaction designers— in Russia:— Most visited website,— ¹№1 Search engine,— ¹№2 Webmail service, ¹№1 Web and mobile maps etc. More than 50% involved in product development and maintenance « Yandex is a very open company. We welcome » open-minded thinking, open expression of opinions and ears open for listening. — Yandex inner code of conduct.
  14. 14. mail— including:— Webmail interface, About 200 involved in product— Storage and protocol development and maintenance— infrastructure,— RSS Reader,— Calendar, Chat and some minor features such as e-cards and video messages.
  15. 15. mail— including:— Webmail interface, Redesign team: 45 people— Storage and protocol— infrastructure,— RSS Reader,— Calendar, Chat and some minor features such as e-cards and video messages.
  16. 16. mail— including:— Webmail interface, Redesign team: 45 people— Storage and protocol— infrastructure, Interface team: 15 people— RSS Reader, — 3 project managers,— Calendar, Chat — 6 server-side developers, and some minor features such as — 3 client-side developers, e-cards and video messages. — 3 interaction designers
  17. 17. mail« Yandex is a very open company. We welcome » open-minded thinking, open expression of opinions and ears open for listening. As a result, interface team is faced with hundreds of opinions. Interface team: 15 people
  18. 18. It looks easy to plan a product in a steadilydeveloping situation.
  19. 19. We develop our product in the unstable situationwith a lot of actors who affect the market, the user,the technology — everything. Both local and global competitors are pressing
  20. 20. We develop our product in the unstable situationwith a lot of actors who affect the market, the user,the technology — everything. Social networks became direct competitors.
  21. 21. In a turbulentsituationwhat mattersis dexterity. 21
  22. 22. Dexterity is well covered by ‘agile methods’.Agile development is built upon three C: communication,collaboration, coordination. Martin, 2003We recognize design as a process intended to form andmodel a concept of a product, specify the way it functions,implement the concept and finally introduce it to themarket. Morris, 2009A typical agile project product design isnt somethinglimited to the implementation phase, but rather a continualflow that keeps running through the life-cycle of a product. Kollman, 2008
  23. 23. A sort of aCase Study: Wiki practice
  24. 24. What is ‘Wiki’?
  25. 25. What is ‘Wiki’? — Simple — Open — Incremental — Organic — Tolerant — Observable W. Cunningham, 2003
  26. 26. Design process is goingpublic: open andobservable.All design artifacts are publishedimmediately in intranet discussion club. 315 members*Comments are welcome. 200+ mockupsDesigners picked out mockups and prototypesfor publication in order to reveal current directions 1600+ commentsof product growth to the team while avoiding * compare thatportrayal of chores. Product team lead by designers to 200 people working oncollected peer reviews to find fresh ideas and Yandex.Mailavoid exhausting approvals.A regular offline meeting was conducted weekly and allows as muchopen communication as intranet discussion in the club.
  27. 27. Tolerance while gathering opinions andimprovement ideasDesigners initiate and facilitate colloquy to study out particularexperience issues. They welcomed substantive outgivings and stoodback from it appraisement.This behavior displayed in public speads culture of mutual tolerance:instead of keeping tabs on ‘design errors’ fellow developers beganto describe technical subtleties.Shifting focus from people to mockups helps separate personalattitudes from decision-making; thus allowing resolutions to bemade promptly and thoughtfully.Instead of confrontation, designers and developers eventuallyinclude each other in a cooperational activity. R. Tinsey, K. Lebak, Zone of Reflexive Capacity, 2009
  28. 28. Perception simplicity as a governingprinciple for design artifactsAny mockup shown to the product team should be as close to a finalproduct in terms of look and feel as possible. It is easier to use thanabuse:— high fidelity mockups— interactive HTML prototypesCross-system detailed interface specifications were replaced byinteractive prototypes and short guidelines. 42% — HTML
  29. 29. Results and observations
  30. 30. Results of wiki practice— Design phase 1,5 times shorter, total time to release 2,2 times shorter.— Quarterly and other regular reports are easily accepted by whole Yandex team, no flaming discussions on product anymore.— Feature requests and improvement ideas are regularily processed by team.— Developers are motivated to create consistent experience rather than to complete tasks in issue tracker.— Product vision is no longer contained in a single head of a visionary designer.
  31. 31. Dexterity is crucial:it is more efficient tofocus product teamrather than to refineproduct focus. 30
  32. 32. Dexterity is... an ability to deal with any incoming task }— in a right way (adequate and precise) guiding— inventively (nimbly and proactively) level— quickly (fast and hastily)— rationally (effectively and reasonably) } guided level N. Bernstein, 1940
  33. 33. Dexterity is... an ability to deal with any incoming task Designers— in a right way (adequate and precise)— inventively (nimbly and proactively)— quickly (fast and hastily)— rationally (effectively and reasonably) Developers
  34. 34. Number of questions on product behaviordesigner and developer can answerIdeation Design Implementation Release
  35. 35. Number of questions on product behaviordesigner and developer can answer... in fact.Ideation Design Implementation Release
  36. 36. Zone of ProximalDevelopment L. Vygotsky, 1934 Not ready Assistance allows No help for help to overcome needed challenges
  37. 37. The More Knowledgeable Other is... aperson or a tool or a methodology that allows one toovercome challenge in Z.P.D.Designers have their tools and methods— Goal Driven Design (scenarios, models)— User Centered Design (workflow, use cases)— Human Centered Design (user stories)— Design Thinking and many others.
  38. 38. The More Knowledgeable Other is... aperson or a tool or a methodology that allows one toovercome challenge in Z.P.D.Designers have their tools and methods.Developers usually have none.
  39. 39. The designer is the onlyMore Knowledgeable Otherfor developers in theirZone of Product Design.
  40. 40. The designer is the onlyMore Knowledgeable Otherfor developers in theirZone of Product Design. — 20 interaction designers
  41. 41. Conclusion and further work
  42. 42. Conclusions— In the era of technology, market and expertise turbulence it is essential to focus the product team efficiently and quickly.— The designer is the only M.K.O. for developers to help them to obtain necessary dexterity in a product vision.— According to Z.P.D. framework it is possible to evaluate organizational practices using the measure of the number of questions answered by developers on product vision during the stages of the project.
  43. 43. Further work— To gather wider spectre of cases to confirm the correlation between number of the questions asked/answered by product team and product success in both speed and quality measures.— To evaluate a number of practices using given measures in order to find out exact skills and competencies that allows to effectively organize Zone of Product Design.
  44. 44. As a practicioner I am concerned about next question:How do I learn as a designerto organize dialogue with teamabout vision and productdefinition?
  45. 45. Nikolay Yaremkonikolay@yandex-team.ruThank you!

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