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ABCD... UX

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UX is HOT! There are few people who do it! There are even fewer who do it well! Some individuals claiming to “do UX” don’t really understand the full value that it can bring to the table and organizations are struggling to understand what it takes to reap the full benefits of UX.

“ABCD… UX” playfully responds to this situation by offering a simple model that…
1. Calls us to re-examine our assumptions about User Experience and human centered design
2. Offers practical insight on how to educate an organization,
3. Demonstrates how to become a change agent in our own circles of influence
4. Outlines key principles for establishing and sustaining the practice human-centered design

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ABCD... UX

  1. 1. A B C D UX Understanding, establishing and sustaining human-centered design Matthew Doty | @matthewjdoty | #abcdux
  2. 2. Intros http://www.flickr.com/photos/mytudut/5188623575/sizes/z/in/photostream/
  3. 3. @matthewjdoty | #abcdux About Me Matthew Doty | 3
  4. 4. @matthewjdoty | #abcdux About RBA 4
  5. 5. @matthewjdoty | #abcdux About you... 5 http://www.flickr.com/photos/86979666@N00/7623744452/sizes/z/in/photostream/
  6. 6. ! Setting the Stage @matthewjdoty | #abcdux 6 http://www.flickr.com/photos/stefrobrts/4305383439/
  7. 7. I’ve seen a lot of places... @matthewjdoty | #abcdux 7 Razorfish ! Pentair ! American Standard ! Lennox ! Ameriprise ! Target Life Time Fitness ! Best Buy ! OfficeMax ! Sears ! Marriott ! Kraft Foods Ashley Furniture ! Goldman Sachs ! PNC ! AT&T ! JC Penney ! Acquity Group
  8. 8. I’ve been called a lot of names... @matthewjdoty | #abcdux 8 UX Analyst Usability Engineer Information Architect UX Consultant UX Architect UX Manager UX Practice Lead UX Director
  9. 9. 3 things have been getting clearer and clearer... @matthewjdoty | #abcdux 9
  10. 10. @matthewjdoty | #abcdux The UX Boom 10 UX
  11. 11. http://groups.ultimate-guitar.com/antibandwagon/pictures/personal/586278/ @matthewjdoty | #abcdux The UX Bandwagon 11 UX
  12. 12. @matthewjdoty | #abcdux The UX Bubble 12 UX
  13. 13. @matthewjdoty | #abcdux 13 What do we do?
  14. 14. A B C D UX @matthewjdoty | #abcdux 14
  15. 15. A ...is for Awareness http://www.flickr.com/photos/dreamsjung/@matthewjdoty 4951580120/sizes/l/in/| #photostream/ abcdux 15
  16. 16. “Knowing is half the battle” A wareness @matthewjdoty | #abcdux ! -GI Joe 16 http://www.flickr.com/photos/nerduo/3770972018/sizes/m/in/photostream/
  17. 17. 1. We need to know what UX is A wareness @matthewjdoty | #abcdux 17
  18. 18. UX A wareness @matthewjdoty | #abcdux 18
  19. 19. HCD A wareness @matthewjdoty | #abcdux 19
  20. 20. 2. We need to know how to explain UX A wareness @matthewjdoty | #abcdux 20
  21. 21. Understanding, Empathizing & Advocating A wareness @matthewjdoty | #abcdux 21
  22. 22. Balanced, thoughtful, interaction design A wareness @matthewjdoty | #abcdux 22 User Needs Business Objectives Creative/Brand Direction Technical Capabilities UX
  23. 23. ! ! FED ! ! Cr UX BA Building on shared objectives A wareness @matthewjdoty | #abcdux 23
  24. 24. 3. We need to know what UX can really do A wareness @matthewjdoty | #abcdux 24
  25. 25. What CAN UX really do? A wareness @matthewjdoty | #abcdux 25 $
  26. 26. A Awareness of what UX is, how to explain it and what it can really do. http://www.flickr.com/photos/dreamsjung/@matthewjdoty 4951580120/sizes/l/in/| #photostream/ abcdux 26
  27. 27. B ...is for Basics. ! ! ! http://www.flickr.com/photos/35168673@@N03/matthewjdoty 6086229920/sizes/l/| in/#abcdux photostream/ 27
  28. 28. “Gentlemen, this is a football” - Vince Lombardi http://www.biography.com/people/vince-lombardi-9385362 B asics @matthewjdoty | #abcdux 28
  29. 29. What are the basics of UX/HCD? B asics @matthewjdoty | #abcdux 29 “Doing UX” Staffing & Supporting UX
  30. 30. Basics: “Doing UX” B asics @matthewjdoty | #abcdux 30
  31. 31. Basic Objectives 1. Understand, empathize with & advocate for the people who actually will use what you’re producing. 2. Design a solution that delivers on user needs while balancing other priorities. B asics @matthewjdoty | #abcdux 31
  32. 32. Basic Activities B asics @matthewjdoty | #abcdux 32 UX Evaluation Interaction Design User Research UX Strategy UX
  33. 33. Basics: Staffing & Supporting UX B asics @matthewjdoty | #abcdux 33
  34. 34. Basic Characteristics • Empathetic • Articulate • Technical • Artistic • Systematic • Passionate B asics @matthewjdoty | #abcdux 34 • Practical • Diplomatic • Quick-witted • Observant • Collaborative • Low-maintenance
  35. 35. Basic Characteristics "The ideal is this hybrid person who's both right-brained and left-brained, high tech and high touch" ! http://www.computerworld.com/s/article/9237419/UX_specialists_are_hot_commodities? omyId=18&pageNumber=2 B asics @matthewjdoty | #abcdux 35 http://www.flickr.com/photos/tza/3214197147/
  36. 36. Basic Needs • Access to users/data • Sustained focus • Collaborative iteration • A seat at the table B asics @matthewjdoty | #abcdux 36
  37. 37. @matthewjdoty | #abcdux B 37 Basics: The critical factors we need for successful HCD ! http://www.flickr.com/photos/35168673@N03/6086229920/sizes/l/in/photostream/
  38. 38. C ...is for Change ! ! ! ! http://www.flickr.com/photos/micronova/@matthewjdoty 7717733878/sizes/l/| in/#photostream/ abcdux 38
  39. 39. Keys to effective change C hange @matthewjdoty | #abcdux 39 1. Identify what you want to change 2. Pinpoint critical behaviors 3. Experience critical behaviors http://farm1.staticflickr.com/91/240926153_a4844af7d4_o_d.jpg
  40. 40. 1. Identify changes C hange @matthewjdoty | #abcdux 40
  41. 41. What changes are we making? C hange @matthewjdoty | #abcdux 41 • Learn more about UX • Hire UX talent • Implement human-centered thinking • Maximize the UX toolkit • Establish a UX practice • Mature the UX offering
  42. 42. 2. Pinpoint Critical Behaviors C hange @matthewjdoty | #abcdux 42
  43. 43. Critical Behaviors... C hange @matthewjdoty | #abcdux 43 • Small/Simple • High impact • Yield desired results http://farm8.staticflickr.com/7413/9880907526_fc91113349_h.jpg
  44. 44. http://farm3.http://farm4.staticflickr.com/3179/2646545536_ab97f0fa2f_b_d.jpg staticflickr.com/2814/10951179445_d253b8e5db_o_d.jpg http://farm8.staticflickr.com/7203/6894115669_1dac45df42_b_d.jpg C hange @matthewjdoty | #abcdux 44
  45. 45. Critical Behaviors: Establishing HCD C hange @matthewjdoty | #abcdux 45 1. Experience your audience 2. Make your thinking tangible 3. Take a collaborative stance 4. Practice “tactful persistence” http://farm9.staticflickr.com/8194/8443342362_4724180678_b_d.jpg
  46. 46. 3. Experience Critical Behaviors C hange @matthewjdoty | #abcdux 46
  47. 47. C hange @matthewjdoty | #abcdux 47
  48. 48. C hange http://farm7.staticflickr.com/6023/6006966949_6d880267c1_o_d.jpg @matthewjdoty | #abcdux 48
  49. 49. Can I do it? Is it worth it? C hange @matthewjdoty | #abcdux 49
  50. 50. C Change what needs to be changed. ! ! ! ! http://www.flickr.com/photos/micronova/@matthewjdoty 7717733878/sizes/l/| in/#photostream/ abcdux 50
  51. 51. D ...is for Discipline http://www.flickr.com/photos/west_point/@matthewjdoty 5357123117/sizes/l/in/| #photostream/ abcdux 51
  52. 52. “Opportunity is missed by most people because it is dressed in overalls and looks like work.” -Thomas Edison D iscipline @matthewjdoty | #abcdux 52
  53. 53. D iscipline @matthewjdoty | #abcdux 53
  54. 54. Discipline = Work... D iscipline @matthewjdoty | #abcdux 54
  55. 55. ... hard, constant work! D iscipline @matthewjdoty | #abcdux 55
  56. 56. Core Aspects of Discipline 1. Buy-in 2. Accountability https://farm8.staticflickr.com/7186/7007372665_b91f1805a3_b.jpg D iscipline @matthewjdoty | #abcdux http://farm1.staticflickr.com/91/240926153_a4844af7d4_o_d.jpg 56
  57. 57. Generate buy-in D iscipline @matthewjdoty | #abcdux 57
  58. 58. Maintain buy in D iscipline @matthewjdoty | #abcdux 58
  59. 59. BEWARE OF GROUPTHINK! D iscipline @matthewjdoty | #abcdux 59
  60. 60. Hold yourself accountable D iscipline @matthewjdoty | #abcdux 60
  61. 61. Hold each other accountable D iscipline @matthewjdoty | #abcdux 61
  62. 62. Can I do it? Is it worth it? D iscipline @matthewjdoty | #abcdux 62
  63. 63. D Discipline ourselves to do things differently http://www.flickr.com/photos/west_point/@matthewjdoty 5357123117/sizes/l/in/| #photostream/ abcdux 63
  64. 64. A B C D UX Awareness Basics Change Discipline @matthewjdoty | #abcdux 64
  65. 65. http://www.flickr.com/photos/clarkstonscamp/4855087885/sizes/l/in/photostream/ @matthewjdoty | #abcdux Questions? 65
  66. 66. Recommended Reading @matthewjdoty | #abcdux 66
  67. 67. @matthewjdoty | #abcdux THANK YOU!!! h"p://www.flickr.com/photos/thuanygabriela/4818584778/sizes/l/in/photostream/ 67
  68. 68. A B C D UX A practical approach to understanding, establishing and sustaining human-centered design (HCD) Matthew Doty | @matthewjdoty | #abcdux

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