Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

User Experience for Product Managers

699 views

Published on

Presented at Agile Singapore 2016
https://confengine.com/agile-singapore-2016/proposal/2632/user-experience-for-product-managers

Why is UX important for Product Managers? Gain an understanding of the concept and discipline of user experience - defined, explained and made actionable for Product Managers.

Learn how UX tools and artifacts can help you make better product decisions, and how to overcome common objections to UX processes.

Outline/structure of the Session
- The Value of User Experience (UX) beyond screens and interfaces
- Discover how UX is Critical to your business and bottom line, including ROI of UX
- Developing a UX Strategy Blueprint
- Learning to Integrate UX Data points into your product development decision-making process using personas
- Learn how to overcome common business objections to implementing UX processes

Learning Outcome
Takeaways
- Understand the value of user experience, beyond just screens and interfaces
- Discover how user experience is critical to your business and the bottom line, including the ROI of UX
- Learn to integrate UX data points into your product development decision-making process using personas
- Learn how to overcome common business objections to implementing UX processes

Target Audience
Product Heads, Product Managers, Product Owners, Developers, Team Leads

Published in: Design
  • Be the first to comment

User Experience for Product Managers

  1. 1. User Experience for Product Managers Agile Singapore Conference 2016 Michael Ong Product Team Coach @ The Collab Folks
  2. 2. ABOUT THIS TALK UX for Product Managers ‣ Why is UX important for Product Managers? Gain an understanding of the concept and discipline of user experience - defined, explained and made actionable for Product Managers. ‣ Learn how UX tools and artifacts can help you make better product decisions, and how to overcome common objections to UX processes.
  3. 3. AGENDA What we will cover today ‣ The Value of User Experience, beyond screens and interfaces ‣ Discover how UX is critical to your business and bottom line, including the ROI of UX ‣ Learn to Integrate UX Data points into your product development decision-making process using personas ‣ Learn how to overcome common business objections to implementing UX processes ‣ Q&A
  4. 4. Site maps Wireframes Card sorting Usability testing Contextual inquiry Personas Scenarios Prototyping Heuristic evaluations Mental models Affinity diagramming Concept maps A/B testing Flow diagrams Taxonomies Storyboards User interviews AGENDA What we will not be able to cover today How to be a User Experience Designer!
  5. 5. Ruth Ho Michael Ong Focused on digital strategy, marketing, product development, and user experience. Previous projects include Luxury E- Commerce, Global Payments Tech, Telco, and B2B Mobile Applications. Passionate about customer-centric design/product development, marketing analytics, stakeholder management, and bridging the gap between business and IT. Focused on product strategy and development, agile practices, and user experience. Previous projects include Mobile Payments, Logistics Tracking & Surveying, Cleaning Inspection, Merchant Monitoring, E-Commerce, and Real Estate Portals. Passionate about helping founders chart a path towards growth through startup mentoring and coaching. Focused on user experience, field and user research, digital strategy and marketing. Previous projects include Online Publishing, E-Commerce, Customer Loyalty, Online Bookings, and Human Capital Management Software. Passionate about customer discovery, aligning business goals with user goals, and problem-solving via user-centric solutions. Lena Quek
  6. 6. MICHAEL ONG | @michaelon9 | michael@thecollabfolks.com tech ~ agile ~ ux ~ product ~ team coach ‣ before 1999 : programming in 6 languages ‣ web design / development ‣ research & development ‣ network engineer ‣ full-stack development + sales ‣ programming in +15 languages ‣ business process consulting ‣ internet spaceships ‣ portal development ‣ UXSG.org , Agile Singapore, Product Groups ‣ scrum master ‣ mobile & ux lead ‣ product manager ‣ coo a.k.a even more work including customer success, operations, logistics & finance ‣ more internet spaceships ‣ cycling + startup ‣ coach for agile, ux & product teams
  7. 7. MICHAEL ONG | @michaelon9 | michael@thecollabfolks.com i’ve worked with … ‣ Société Générale ‣ NEC Solutions ‣ K.C. Dat ‣ Nippon Express ‣ Air Asia ‣ Singapore Zoo ‣ Jurong Birdpark ‣ Changi Airport Group ‣ M1 ‣ Referral Candy ‣ That Green Space ‣ Arcstone ‣ KMK Online ‣ Bukalapak ‣ Foolproof ‣ SPH ‣ EMC ‣ Mapletree ‣ VISA ‣ Robert BOSCH ‣ SPH, ST701 ‣ iProperty Group ‣ bellabox Australia & Singapore ‣ Bicycl.asia at The Collab Folks …
  8. 8. The Collab Folks Approach Product Management Agile Practices User Experience Design Marketing Founder Mentorship Product Team Coaching Talent / Skills Identification Connect external Talent / Skills Explore Collab Evaluate
  9. 9. Who’s here today? Introductions ‣ Are you a ‣ Product Manager ‣ Designer ‣ User Researcher ? ‣ Developer / Engineer ‣ QA ? ‣ Business Development ? ‣ Marketing ? 3 minutes Let’s Warm Up :)
  10. 10. The Value of User Experience, beyond screens and interfaces User Experience for Product Managers
  11. 11. A Product Manager’s Job Credit : http://www.mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/ 1. Help your team 2. (and company) 3. ship 4. the right product 5. for your users
  12. 12. The Role of the Product Manager is challenging Credit : https://medium.com/@tyahma/how-to-hire-product-people-aab926e077c8
  13. 13. The Four Pillars What it takes to be a great Product Leader ‣ Soft Skills ‣ Communication ‣ Relationship Building ‣ Negotiation ‣ People Management ‣ Business Acumen ‣ Domain Knowledge ‣ Technical and UX Skills ‣ Technology ‣ User Experience (UX) ‣ Product Lifecycle (technical) ‣ Processes, Methodologies and Frameworks Source : What it takes to be a great Product Leader http://techproductmanagement.com/what-it-takes-to-be-a-great-product-leader-the-four-pillars/
  14. 14. What is User Experience ? WHAT IS UX?
  15. 15. It is all-encompassing What is User Experience? “User experience” encompasses all aspects of the end-users interaction with the company, its services, and it’s products. Image Credit : www.servicedesigntools.org
  16. 16. It is about people What is User Experience? The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produces products that are a joy to own, a joy to use. True user experience goes far beyond giving customers what they say they want, or providing checklist of features.
  17. 17. It is achieved through integration What is User Experience? In order to achieve high- quality user experience in a company’s offerings, there must be a seamless merging of services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design Image Credit : websites.premierit.com/images/pictures/database-integration-people
  18. 18. for your organisation ? What is User Experience … ‣ What does User Experience mean to you and your organisation ? ‣ Why do you think User Experience is important to your product ? ‣ What Challenges do you face today in your product? 10 minutes
  19. 19. Designing Products Today Physical + Digital we design for Tomorrow we design for Connected Experience! Yesterday Desktop Mobile we design for Physical
  20. 20. Which product(s) do you consider to have a good user experience ? What is User Experience? 5 minutes
  21. 21. Positive Experience Image Credit: Michael Ong
 Quote from Feedback : https://www.kickstarter.com/projects/1670187625/see-sense-icon-the-intelligent-and-connected-cycle “1st, I love the new design, charging slots are brilliant and much improvement from previous versions. 2, App works great. First attempt to update didn't go, so stopped app and connected 1 at a time to update, worked easily. 3, Quality!”
  22. 22. Melissa Perri : Do you agree? “Product Management with no User Experience Design creates functional products that don’t make users excited. 
 User Experience Design with no Product Management produces delightful products that don’t become businesses.” Source : Melissa Perry on Changing the Conversation about Product Management vs. UX http://melissaperri.com/2016/01/17/pmvsux/#.VrDr4jZ96L7
  23. 23. Can you think of product(s) that have a bad user experience? What is User Experience? 5 minutes
  24. 24. Negative Experience “I bought two of these... Very unhappy. Both do not work right. Have to reset every single time as it freezes and just doesn't work. works for ten minutes. Not happy and wasted money. want my money back.” Image Credit: http://thenextweb.com/wp-content/blogs.dir/1/files/2014/02/flyfit2.png
 Quote from Feedback : https://www.kickstarter.com/projects/522669502/flyfit-unique-ankle-tracker-for-fitness-cycling-an
  25. 25. Product Management and UX Design Responsibilities Credit : http://melissaperri.com/2016/01/17/pmvsux/#.VrDr4jZ96L7
  26. 26. How to work together User Stories and epics : Define users, goals and value Product Management can own the acceptance criteria Requirements
  27. 27. How to work together Understand user needs and how they use technology / services That means customer visits and regular interviews User Research
  28. 28. How to work together Designers facilitate the design process with whiteboard and hand sketch sessions Ideation
  29. 29. Communication How to work together Include both in the regular cadence of product meetings to ensure a regular flow of communication
  30. 30. What : Product Management vs How : User Experience Product Managers Responsible for product’s overall success UX Designers Responsible for ensuring users’ needs are met
  31. 31. Discover how UX is critical to your business and bottom line, including the ROI of UX User Experience for Product Managers
  32. 32. Jeneanne Rae Do you agree? “Integrating Design into your company involves more than just hiring superstar designers. It takes a long-term commitment and developing a culture that brings everyone up to speed” Source : Jeneanna Rae on 6 Keys for Turning Your Company into a Design Powerhouse http://www.fastcodesign.com/1669433/6-keys-for-turning-your-company-into-a-design-powerhouse?
  33. 33. ROI of Design-centric firms Creating sustainable competitive advantage through design is not a quick or easy task. Source : DMI Design Value Index (Source: Design Management Institute) http://designforeurope.eu/news-opinion/value-design-business
  34. 34. Design Maturity Ladder Source : The Design Maturity Ladder (Source: Danish Design Centre) http://designforeurope.eu/news-opinion/value-design-business
  35. 35. 5 tips for Building Corporate Design Organisations Source : Jeneanna Rae on 6 Keys for Turning Your Company into a Design Powerhouse http://www.fastcodesign.com/1669433/6-keys-for-turning-your-company-into-a-design-powerhouse? 1) A vision and strategy that is well-articulated and understood by the organization 2) Leadership that is capable and committed to driving its vision 3) An organisation that is structured and resourced for success 4) A talent pool that is diverse in design principles and deployed at key points of functional integration 5) A culture that embraces the myriad dimensions of design
  36. 36. Think about Direction = Vision + Strategy Credit : dcnorris.blogspot.co.uk/2013/02/algebra-what-is-role-af-coo.html Direction = Vision + Strategy And for the company to be successful it needs to be capable to pursue that direction. Success = Direction x Capability
 
 Capability has two main drivers...
 
 Capability = Competence x Capacity
  37. 37. think about Direction = Vision + Strategy Credit : dcnorris.blogspot.co.uk/2013/02/algebra-what-is-role-af-coo.html Competence is how good we are at doing something and it's driven by 4 main factors; Competence = 
 Communication x Skills x Experience x Information Capacity however is how fast we are at doing it and it's driven by how many resources we have (money, people, assets) and how productive or efficient we are with those resources. Capacity = Resources x Efficiency
  38. 38. Developing a UX Strategy Blueprint Credit : https://www.uie.com/articles/ux_strategy_blueprint/ Challenges Aspirations Focus Areas Guiding Principles Activities Measurements 30 minutes
  39. 39. Developing a UX Strategy Blueprint Credit : https://www.uie.com/articles/ux_strategy_blueprint/ Challenges Aspirations Focus Areas Guiding Principles Activities Measurements Challenges What Problems are you trying to solve? What obstacles must you overcome? Examples Lack of coherency Migration of customers Deteriorating image Internal Constraints
  40. 40. Developing a UX Strategy Blueprint Credit : https://www.uie.com/articles/ux_strategy_blueprint/ Challenges Aspirations Focus Areas Guiding Principles Activities Measurements Aspirations What are the ideal desired outcomes? What do you want to achieve? Examples: Unification of experiences Accelerated Adoption Market Recognition Transformational impact on users
  41. 41. Developing a UX Strategy Blueprint Credit : https://www.uie.com/articles/ux_strategy_blueprint/ Challenges Aspirations Focus Areas Guiding Principles Activities Measurements Focus Areas What is the scope of the strategy? What will you focus on for the most impact? Types Users and Personas Regions, language, culture Services and Products User Cases and Scenarios Areas of UX (e.g. IA, content)
  42. 42. Developing a UX Strategy Blueprint Credit : https://www.uie.com/articles/ux_strategy_blueprint/ Challenges Aspirations Focus Areas Guiding Principles Activities Measurements Guiding Principles How will you overcome the challenges? What specific mantras will guide teams? Examples Particular sequence of activities Approach for persuasion Coordination of touchpoint Differentiation play
  43. 43. Developing a UX Strategy Blueprint Credit : https://www.uie.com/articles/ux_strategy_blueprint/ Challenges Aspirations Focus Areas Guiding Principles Activities Measurements Activities What types of activities solve the problem? What capabilities achieve your aspiration? Types: Research methods Information Architecture Design Activities Prototyping and Testing Best Practice and Patterns Skill Development
  44. 44. Developing a UX Strategy Blueprint Credit : https://www.uie.com/articles/ux_strategy_blueprint/ Challenges Aspirations Focus Areas Guiding Principles Activities Measurements Measurements What type of measurements will you employ? What metrics will be used to gauge success? Examples Increase user satisfaction Better task completion Higher frequency of use Increased self support
  45. 45. Learn to Integrate UX Data points into your product development decision- making process using personas User Experience for Product Managers
  46. 46. Design Freedom vs Cost of Change Design Freedom vs Cost Of Change Credit :Adaptive Path
  47. 47. Empathy For the Product you work on, Understand Your Users ‣ The intellectual identification with the feelings, thoughts, or attitudes of another. ‣ The vicarious experiencing of those feelings, thoughts, or attitudes. empathy is not sympathy
  48. 48. Create an Empathy Map For the Product you work on, Understand Your Users ‣ Think & Feel ‣ Hear ‣ See ‣ Say & Do ‣ Pain ‣ Gain 15 minutes
  49. 49. That was not easy ? For the Product you work on, Understand Your Users ‣ Invite your team when you are back in the office ‣ You ‣ Stakeholders ‣ Customer support leads ‣ Vendors ‣ Product developers ‣ Salespeople ‣ Copywriters
  50. 50. Ask questions like For the Product you work on, Understand Your Users ‣ How do they think about their fears and hopes? ‣ What do they hear when other people use your product? ‣ What do they see when they use your product? What is the environment? ‣ What do they say or feel when using your product, whether in private or public? ‣ What are their pain points when using your product? ‣ Is this a positive or a painful experience for them? ‣ What does a typical day look like in their world? ‣ Do they hear positive feedback about your company from external sources? ‣ What do they hope to gain from using your product? ‣ Has your customer repeated quotes or defining words?
  51. 51. Who are your customers? Creating Personas ‣ A persona is a way to model, summarize and communicate research about people who have been observed or researched in some way. Image Credit : http://www.slideshare.net/GemmaMacNaught/gemma-macnaught-simplifying-personas-final-2
  52. 52. Why User Personas? Image Credit : https://www.smashingmagazine.com/2014/08/a-closer-look-at-personas-part-1/
  53. 53. How we could create Personas Image Credit : https://www.smashingmagazine.com/2014/08/a-closer-look-at-personas-part-1/ 1. Interview and/or observe an adequate number of people. 2. Find patterns in the interviewees’ responses and actions, and use those to group similar people together. 3. Create archetypical models of those groups, based on the patterns found. 4. Drawing from that understanding of users and the model of that understanding, create user-centered designs. 5. Share those models with other team members and stakeholders. if we had a lot of time and some help …
  54. 54. What if you are a lone Product Manager? 10 minutes
  55. 55. What if you are a lone Product Manager? Image Credit : http://leanuxtools.com/Lean-UX-templates.html Sketch & Name Sketch the scenario in which the user is having a problem Tips: Add information about the environment he is in
  56. 56. What if you are a lone Product Manager? Image Credit : http://leanuxtools.com/Lean-UX-templates.html Behaviours and Beliefs What behaviours and beliefs might the person have? How does he conduct himself ? Tips : Think about the actions the user takes to use your product / or service
  57. 57. What if you are a lone Product Manager? Image Credit : http://leanuxtools.com/Lean-UX-templates.html Demographics Try to focus on demographic information that predicts a specific type of behaviour Tips:
  58. 58. What if you are a lone Product Manager? Image Credit : http://leanuxtools.com/Lean-UX-templates.html Needs & Goals What does the user need and their goals for using your product / services? Tips: Focusing on pain points can help understand their needs
  59. 59. Great! I now have a Persona Sketch but it’s not validated! Image Credit : https://www.smashingmagazine.com/2011/03/lean-ux-getting-out-of-the-deliverables-business/
  60. 60. Usability Testing User Research and Product Validation In a usability test, people try to do typical tasks with the design, while observers, including the development staff, watch, listen and take notes. The product does not have to be a finished design.
  61. 61. How many to test? Usability Testing Are just 5 test participants needed to catch all major usability problems?
 
 On average, 5 tests (per user group) catch 85% of usability problems. 
 
 However, usability-problem detection rates can go as low as 55% for a sample size of 5. 
 
 With 10 tests, you captures between 82%- 95% of problems. Credit : Jakob Nielson www.useit.com/alertbox/20000319.html
  62. 62. How many to test? Usability Testing More tests means more reliability More tests means fewer new results Consider conducting multiple rounds of smaller tests than one big test
  63. 63. What should you test? Let’s Develop Some Tests for your Product ‣ Write task scenarios that are realistic, encourage an action, and don’t give away how the interface should be used Image Credit: Michael Ong
  64. 64. Make the Task Realistic Let’s Develop Some Tests for your Product ‣ User goal: Browse product offerings and purchase an item. ‣ Poor task: Purchase a pair of orange Nike running shoes. ‣ Better task: Buy a pair of shoes for under $40.
  65. 65. Make the tasks actionable Let’s Develop Some Tests for your Product ‣ User goal: Find movie and show times. ‣ Poor task: You want to see a movie Sunday afternoon. Go to www.google.com and tell me where you’d click next. ‣ Better task: Use cathay.com.sg to find a movie you’d be interested in seeing on Sunday afternoon.
  66. 66. Avoid Clues and Describing the Steps Let’s Develop Some Tests for your Product ‣ User goal: Look up grades. ‣ Poor task: You want to see the results of your midterm exams. Go to the website, sign in, and tell me where you would click to get your transcript. ‣ Better task: Look up the results of your midterm exams.
  67. 67. What would you test? Let’s Develop Some Tests for your Product Describe 2 scenarios in which you would test with real users with your product 5 minutes
  68. 68. Usability Tests : Sharing Results
  69. 69. Usability Tests : Aſter addressing pain points
  70. 70. Usability Evaluation : Time to Complete Task and Goals
  71. 71. Learn how to overcome common business objections to implementing UX processes User Experience for Product Managers
  72. 72. What are the common objections? Do you face objections in introducing User Experience? When introducing User Experience topics to your organisation, what questions do you face? 10 minutes
  73. 73. but Change is _HARD_, what if … Sounds worrying ? ‣ Talking to Customers Isn’t a Part of an Organization’s Culture ‣ Leadership Doesn’t Have a Clear Vision ‣ Leadership and the Design Team Don’t Share the Same Vision ‣ The Design Team Hasn’t Laid a Sound Foundation by Establishing a Design Process ‣ The Designers on a Team Aren’t on the Same Page ‣ An Organization Doesn’t Allocate Its Resources Properly ‣ An Organization Encourages Feature Creep ‣ There’s No Effort Dedicated to Fit and Finish Source : http://www.uxmatters.com/mt/archives/2012/04/organizational-challenges-for-ux-professionals.php
  74. 74. As a product manager, you are in the ideal position to Take charge ‣ Listen up! ‣ Be the voice of honesty and open-mindedness ‣ Get practical and collaborative ‣ Make it good enough, but no better Source : http://uxmastery.com/how-to-apply-ux-in-an-organisation-new-to-user-centred-design/
  75. 75. Who are your customers? Understand Your Environment Can you develop personas to determine Demographics Behaviours Needs & Goals
  76. 76. Who are your stakeholders? Understand Your Environment designers developers qa marketing sales operations customers service finance
  77. 77. Where are the problem areas? Understand Organisational Key Concerns Communication ? IT Responsiveness? Bad Customer Service?
  78. 78. Agile? How are you delivering projects? it is also helpful to identify what type of project delivery method you are using in your team perhaps you are in transition and it is helpful to know the contraints and paths towards each state (whether it will succeed or fail)
  79. 79. Put it together Goals , Vision, Strategy ‣ Run workshops to educate basics of User Experience ‣ Hire dedicated UX team members or go at it yourself ‣ Measure ‣ Present ‣ Repeat
  80. 80. What we covered today The Value of User Experience, beyond screens and interfaces Discover how UX is critical to your business and bottom line, including the ROI of UX Learn to Integrate UX Data points into your product development decision-making process using personas Learn how to overcome common business objections to implementing UX processes User Experience for Product Managers : RECAP
  81. 81. GREAT BOOKS YOU SHOULD READ
  82. 82. Tools you can use ‣ Primarily use Google Docs ‣ Draw is great for task flow diagrams ‣ I favor BPMN ‣ We also use diagramming tools like Cacoo ‣ For prototyping ‣ Paper, Sketch, Mockflow, Balsamiq, Mockflow, Fireworks, Photoshop works depending on your team ‣ For sharing visual designs and collaboration ‣ Google Draw, Invision ‣ For usability testing ‣ Silverback or Morae ‣ For Mobile Usability testing, setting up a rig for camera is quite easy.
  83. 83. Q&A Agile Singapore Conference 2016 : User Experience for Product Managers MICHAEL ONG | @michaelon9 | michael@thecollabfolks.com More questions? contact me via e-mail or setup a time to chat.
  84. 84. Thank You & enjoy the rest of Agile Conference! Agile Singapore Conference 2016 : User Experience for Product Managers

×