How to Overhaul Your Design Without Upsetting Your Users


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How to Overhaul Your Design Without Upsetting Your Users

  1. 1. How to Overhaul Your Design Without UpsettingYour Users Mary Piontkowski, Macadamian Brian Lawley, 280 Group
  2. 2. Agenda PART 1 Meet the Speakers PART 2 WHEN to Consider Overhauling Your Design in the Seven Phase Life Cycle PART 3 HOW to Overhaul Your Design Without Upsetting Your Users 2
  3. 3. Introductions Brian Lawley Mary Piontkowski CEO & Founder Director, User Experience 280 Group Macadamian Brian Lawley is the CEO and Founder of Mary Piontkowski, Macadamian’s the 280 Group and the author three Director, User Experience, has worked best-selling books, The Phenomenal with other high-profile companies such Product Manager, Expert Product as Adaptive Path, Organic, and Management and 42 Rules of Product Macromedia. Through her strategic Management and is the former President approach, creative expertise, and of the Silicon Valley Product mastery of a variety methods for Management Association. Brian was design and innovation, Mary has awarded the Association of International helped build robust experiences for Product Marketing Management award Fortune 100 and 500 companies such for Thought Leadership in Product as Macys, Levis, PayPal, Sun Management, and has been featured on Microsystems, Hasbro, Sprint, AT&T, World Business Review and the Silicon Allstate, and Microsoft. Valley Business Report. Confidential 5/19/12 3
  4. 4. About 280Group Helping companies deliver products that delight their customers and produce massive profits™ Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books 4
  5. 5. About 280Group: Seven Phase LifeCycle Book-  Everyone gets a copy-  Please share! 5
  6. 6. About Macadamian – Research, Design, & Development Confidential 5/19/12 6
  7. 7. PART 2WHEN to Consider OverhaulingYour Design in the Seven PhaseLife Cycle 7
  8. 8. Seven Phase LifeCycle™•  Phase: Stage in the product lifecycle•  Gate: Critical decision point ending a phase, and starting the next•  Product LifeCycle: phases from conceive to retire 8
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  11. 11. PART 3HOW to Overhaul Your DesignWithout Upsetting Your Users1. Make changes based on evidence2. Have a process in place to collect the right kind of evidence3. Decide if a redesign is in order4. Redesign with the right expertise & process5. Be prepared for backlash 11
  12. 12. 1. Make changes based on EVIDENCE 12
  13. 13. Evidence vs. Subjective Ideas & DebatesEvidence Subjective Ideas & Debates•  Goals •  Endless UI debates• •  Metrics / performance Observation VS. •  •  Pet projects Feature creep•  User feedback •  Tunnel vision•  Competitive landscape •  Unnecessary facelifts •  Dogmatic advice 13
  14. 14. 2. Have a PROCESS in place to collect the right kind of evidence 14
  15. 15. User-­‐Centered  Design  Process   15
  16. 16. Tools for Gathering and Making Sense of Evidence•  Personas and customer journey maps•  Metrics and satisfaction scores•  Ongoing usability and observation•  Ongoing competitive analysis•  Value & opportunity assessment 16
  17. 17. Research  Should  Be  Ongoing  −  Observa)on   −  Usability  −  Contextual  inquiry   −  Surveys  −  Par)cipatory  design   −  Internal  brainstorms  with  SMEs  −  Card  sor)ng  and  structured  in  person  ac)vi)es   17
  18. 18. Consider  Context  When  You  Seek  Feedback  Where?  What  Else  is  Going  On?   18
  19. 19. Experience  Maps:  Diagram  Your  Customer’s  Journey   19
  20. 20. Personas:  Paint  a  Picture  of  The  MoIvaIons  and  Key  Use  Cases   •  People  typically  connect   with  stories  beDer  than   reports   •  Paint  a  picture  of  key  user   types   •  Demonstrate  use  cases  and   priority  tasks   •  Use  a  quote  to  express  the   impact  the  product  has  on   the  user   20
  21. 21. Have a Process in Place to Collect the Right Kind of Evidence •  Keep Complaints in Check •  Get to the Bottom of the Real Issues •  Be “proactive” not “reactive” “Your Product Sucks!” ( ) 21
  22. 22. 3. Decide if a REDESIGN is in order 22
  23. 23. With Evidence, Determine the True Issues •  Big or small? •  Extreme or expected? •  What is there to lose? What is there to gain? −  Customers? −  Investors? −  ROI? −  Image? 23
  24. 24. 4. Redesign With the Right EXPERTISE & PROCESS 24
  25. 25. Design With the Right Expertise & Process •  Is additional expertise required? •  Is additional strategy or research required? •  Inside vs. outside? •  Don’t be afraid to simplify! •  Test your concepts first! 25
  26. 26. 5. Be PREPARED for Backlash 26
  27. 27. Be Prepared for Backlash•  Backlash – The biggest form of flattery•  People resist change•  Be patient, don’t panic•  Listen•  Process the feedback in context 27
  28. 28. Be Prepared for Backlash•  Have a communication plan, consider your power users•  Have the foresight to respond quickly•  Consider a phased roll-out•  Is training & education required?•  Can product features/notifications help with the transition? 28
  29. 29. Thank You!•  Slides: URL will be emailed to everyone•  Giveaways −  Product Management LifeCycle Toolkit™ −  One copy of each book 29
  30. 30. Contact UsMary Piontkowskimpiontkowski@macadamian.comFollow Macadamian on Twitter: @macadamianlabsBrian LawleyCEO & Founder280 Group LLCcontact@280group.comFollow 280 Group on Twitter: @the280Group 30
  31. 31. Design ResourcesBooks:•  The Designful Company: How to build a culture of nonstop innovation, Marty Neumeier•  Innovation Workshop, Marty Neumeier•  Switch: How to Change Things When Change is Hard, Chip Heath and Dan Heath•  Change by Design: How Design Thinking Transforms Organizations and Inspired Innovation, Tim Brown•  Inside Apple, Adam Lashinsky  Experience Map Resources:••• deliverable-for-gamers• Resources:• 31
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