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The elements of product success› Nick Myers @nickmyer5 @cooper
What I’ll be talking aboutWhere we are today.The elements: user insight, design, organizational effectiveness.Principles, t...
Many products are now digital
Products used to suck!
Now they perform magic.
Expectations have grown.
Competition is fierce.                        www.flickr.com/photos/retrocactus/4949516534/
Great news! Now everyone loves designers!
But there are still failures.
Why? Companies lack the elements of product success.1    User	  Insight	  2    Design	  3    Organiza1on	  
Take notes!How	  do	  you/team/company	  match	  up?	  What	  else	  affects	  success?	  
User insight
Only a deep understanding of your users will help youcreate something they love.
Many of us have limited knowledge of our users.
This was especially true of software teams.
Great products don’t happen because of new technologies,new design trends, big data, mobile first, anti-skeumorphic,micro i...
If we can learn and understand people’s goals, needs +emotions...
We can create great products that answer their needs.
Observing the world helps us spot new opportunities andinvent new things.
Data is useful for learning, adapting and growth but is oftenhard to interpret or non-existent.
Surveys give us limited insight into how people think.
Traditional interviewing techniques don’t reveal people’slatent needs.
Interviewees have a natural tendency to please theinterviewer and be agreeable.
People are poor at self-reporting and over-generalize.
Ethnography reveals more – the practice of observation andinterview.
Ethnographic research helps us understand the context andmotivations for user behavior.
Take an apprentice’s mindset.
Start by understanding their world.What’s a day look like?+  Makes it feel less like a survey+  Makes you less inclined to...
Follow up with “case-focused” questions.                Tell me about a specific                instance when…             ...
Watch and learn.                               Team	  environment	                                                        ...
Ask “why?” a lot. A conversation might go like this…                                     Tell me about a part of the      ...
In the end it’s simple…  Attention to       Simple,       Execution                                                    Gre...
And it’s a great way to build empathy and become expert inyour domain.
So what do I do with all this research? Share it!
“   The persona is the voice of the      user, each has a goal. This     informs lightweight, quickly           iterated d...
And share stories about your users to inform yourproduct’s vision.
If you’re brainstorming ideas in a room but no one knowswho you’re designing for then you’re just guessing.
It needn’t be heavy BUFD.Journaling                         Participatory designUser research via web conference   Lightwe...
At the very least, sketch personas can be based on a set ofagreed-upon assumptions that can focus the team.
If you have a strong understanding of your users you willhave more authority with your products.
How strong is your user insight?+  How much do you know your users?+  Do you use ethnographic techniques?+  Do you regular...
Design
Design is hard!
End results are simple, but simple is hard.
We’re making stuff. All made things take effort.
We’re all solving problems.Roger Martin’s Design of Businesshttp://dthsg.com/what-is-design-thinking/
What’s makes designers good? Abductive thinking:imagining what could be possible.Roger Martin’s Design of Businesshttp://d...
Good designers consider the possibilities.
Good designers draw from knowledge of design patterns.
Try this exercise to generate more: What are ten ways Icould solve this problem?
Explore ideas in teams during an exploration workshop togenerate even more.
More generation increases the chances of generatingsignature interactions and unique designs.
Form a language for the design to be more decisive.
A strong experience strategy informs the behavioral andvisual design language.
Design shouldn’t be a lonely task. Designing in pairs helpsteams generate more, better ideas, faster.
Design should be based on good rationale – great to askwhy? Here a lot too!
Ideas don’t sell themselves.    Designer’s          To create        Convince others  responsibility   =   great ideas   +...
Sell ideas with stories.
Stories help people imagine how your idea will change theirlives or the lives of others.A character       A trigger that  ...
Prototyping helps you evaluate the design and refine.
Prototyping has become more important as interactions +movement bring products to life.
And motion studies fill the void between screen key frames.
Prototypes sell ideas and communicate the design.
How design-capable are you?+  Are you highly-generative?+  Are you highly collaborative with design?+  Do you validate you...
Organization
Hard lesson: You know your users, do great design + stillfail.Plastic LogicQue ProreaderGreat designLaunched at CESMultipl...
We all suffer frustrations in product teams.“People don’t listen to my ideas.”    “We design for what the boss wants, but h...
Product success is driven by great people and great culture.LeadershipProcessPrinciplesToolsPeopleEducationCollaborationCo...
Change is hard! Metro has taken years of effort.
Design leaders are changing organizations but it requiresleadership support. Not everyone has that.
Company culture is controlled from the top.                               www.flickr.com/photos/15918528@N00/3639993517/
But there are different spheres of culture. You can influencethe culture of you and those closest to you.
Designers at Cooper wanted to be more collaborative acrossdisciplines. One team changed their environment to work inthe sa...
This is a design problem. Designers can fix these problemswith design tools and methods!
Be goal-directed: Treat your coworkers like personas andconsider their goals.
Design for everyone’s goals: Help development teamsimplement design with tools.
Design better experiences for design reviews.
Experience workshops help you educate others aboutdesign and start to define a strategy.
Teach: Design principles foster culture change.
Design experiences: Create environments with purpose.Exploration                    Evaluation
Design for engagement: Help people learn about your usersand identify better experiences.
Work out loud.
Prototype: Create small wins. Show results. Share how youdid it. Ask for more! Small        Show         Share       Ask f...
Easy wins exist in the white spaces like new platforms orsmall apps or even small features.
Practice Fusion has disrupted the healthcare space, nowthey’re disrupting their own EMR products.
Practice Fusion’s iPad story.
Practice Fusion is managing to achieve success in userinsight, design and organizational will.
How does your organization measure up?+  Does your company value design and innovation?+  Is your company willing and able...
A few things toremember…
A deep understanding ofyour users will bring clarityto your product or service.
Great products are designedthrough expansive generation, fastvalidation, and great craftsmanship.
Use your design skills tosolve the problems in yourorganization.
Insight, design, and a goal-directed approach can inspireyour organization to change.
Upcoming Cooper U CoursesInteraction Design        Apr 9-12Visual Interface Design   Apr 15-16Design Leadership         Ap...
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The elements of product success for designers and developers

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All software, whether it's for consumers or workers, needs to meet the ever growing demands people have in today’s world. Greater user expectations and influence are forcing companies to create and deliver better products, but not every organization has a rich heritage in software creation like tech giants Apple and Google. Most companies need to be more customer-focused, become design specialists, and transform their cultures as they shift to become both software makers and innovators.

Myers, head of design services at Cooper, will share the elements of product success that companies need to possess and be market leaders: user insight, design, and organization. Myers will share principles and techniques that successful innovative companies use to truly understand their customers. He’ll also discuss the methods effective designers use to support their customers and create breakthrough ideas and delightful experiences. And he’ll finish by sharing the magic formula organizations need to deliver ground-breaking experiences to market.

This talk was given at UX Day.

Published in: Design
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The elements of product success for designers and developers

  1. 1. The elements of product success› Nick Myers @nickmyer5 @cooper
  2. 2. What I’ll be talking aboutWhere we are today.The elements: user insight, design, organizational effectiveness.Principles, techniques, truths.
  3. 3. Many products are now digital
  4. 4. Products used to suck!
  5. 5. Now they perform magic.
  6. 6. Expectations have grown.
  7. 7. Competition is fierce. www.flickr.com/photos/retrocactus/4949516534/
  8. 8. Great news! Now everyone loves designers!
  9. 9. But there are still failures.
  10. 10. Why? Companies lack the elements of product success.1 User  Insight  2 Design  3 Organiza1on  
  11. 11. Take notes!How  do  you/team/company  match  up?  What  else  affects  success?  
  12. 12. User insight
  13. 13. Only a deep understanding of your users will help youcreate something they love.
  14. 14. Many of us have limited knowledge of our users.
  15. 15. This was especially true of software teams.
  16. 16. Great products don’t happen because of new technologies,new design trends, big data, mobile first, anti-skeumorphic,micro interactions, Lean UX, No UI manifestos,…h@p://www.guardian.co.uk/world/gallery/2009/mar/28/g20-­‐protest-­‐london-­‐put-­‐people-­‐first  
  17. 17. If we can learn and understand people’s goals, needs +emotions...
  18. 18. We can create great products that answer their needs.
  19. 19. Observing the world helps us spot new opportunities andinvent new things.
  20. 20. Data is useful for learning, adapting and growth but is oftenhard to interpret or non-existent.
  21. 21. Surveys give us limited insight into how people think.
  22. 22. Traditional interviewing techniques don’t reveal people’slatent needs.
  23. 23. Interviewees have a natural tendency to please theinterviewer and be agreeable.
  24. 24. People are poor at self-reporting and over-generalize.
  25. 25. Ethnography reveals more – the practice of observation andinterview.
  26. 26. Ethnographic research helps us understand the context andmotivations for user behavior.
  27. 27. Take an apprentice’s mindset.
  28. 28. Start by understanding their world.What’s a day look like?+  Makes it feel less like a survey+  Makes you less inclined to ask leading questions
  29. 29. Follow up with “case-focused” questions. Tell me about a specific instance when… +  Ask for interviewees to tell stories +  Ask for specific examples
  30. 30. Watch and learn. Team  environment   Process  flows   Workarounds   Lots  of  codes   to  remember!   Heavy  use  
  31. 31. Ask “why?” a lot. A conversation might go like this… Tell me about a part of the system that you love. I really love that Starmine analyst rating. Why? Because it’s awesome. What’s awesome about it? It tells me how good the analyst is. Duh. And why is that good? Because I need to feel confident when I use their advice . Yahtzee!
  32. 32. In the end it’s simple… Attention to Simple, Execution Great people’s + elegant + on the = products needs & goals ideas details
  33. 33. And it’s a great way to build empathy and become expert inyour domain.
  34. 34. So what do I do with all this research? Share it!
  35. 35. “ The persona is the voice of the user, each has a goal. This informs lightweight, quickly iterated designs.   ” Alan Cooper
  36. 36. And share stories about your users to inform yourproduct’s vision.
  37. 37. If you’re brainstorming ideas in a room but no one knowswho you’re designing for then you’re just guessing.
  38. 38. It needn’t be heavy BUFD.Journaling Participatory designUser research via web conference Lightweight user research (street, friends)
  39. 39. At the very least, sketch personas can be based on a set ofagreed-upon assumptions that can focus the team.
  40. 40. If you have a strong understanding of your users you willhave more authority with your products.
  41. 41. How strong is your user insight?+  How much do you know your users?+  Do you use ethnographic techniques?+  Do you regularly observe users in their environments?+  Do you know what your users need and want?+  Do you design from the point-of-view of your users?+  Do you validate your work with personas, data, surveys, user feedback?+  Do your customers love you and acknowledge that you “get them”?
  42. 42. Design
  43. 43. Design is hard!
  44. 44. End results are simple, but simple is hard.
  45. 45. We’re making stuff. All made things take effort.
  46. 46. We’re all solving problems.Roger Martin’s Design of Businesshttp://dthsg.com/what-is-design-thinking/
  47. 47. What’s makes designers good? Abductive thinking:imagining what could be possible.Roger Martin’s Design of Businesshttp://dthsg.com/what-is-design-thinking/
  48. 48. Good designers consider the possibilities.
  49. 49. Good designers draw from knowledge of design patterns.
  50. 50. Try this exercise to generate more: What are ten ways Icould solve this problem?
  51. 51. Explore ideas in teams during an exploration workshop togenerate even more.
  52. 52. More generation increases the chances of generatingsignature interactions and unique designs.
  53. 53. Form a language for the design to be more decisive.
  54. 54. A strong experience strategy informs the behavioral andvisual design language.
  55. 55. Design shouldn’t be a lonely task. Designing in pairs helpsteams generate more, better ideas, faster.
  56. 56. Design should be based on good rationale – great to askwhy? Here a lot too!
  57. 57. Ideas don’t sell themselves. Designer’s To create Convince others responsibility = great ideas + to use them
  58. 58. Sell ideas with stories.
  59. 59. Stories help people imagine how your idea will change theirlives or the lives of others.A character A trigger that Journey to Great storywe believe + sparks a quest + resolution = (design solution) (persona) (problem) (scenario)
  60. 60. Prototyping helps you evaluate the design and refine.
  61. 61. Prototyping has become more important as interactions +movement bring products to life.
  62. 62. And motion studies fill the void between screen key frames.
  63. 63. Prototypes sell ideas and communicate the design.
  64. 64. How design-capable are you?+  Are you highly-generative?+  Are you highly collaborative with design?+  Do you validate your ideas with prototypes?+  Do you have a clear design process?+  Do you support your ideas with rationale?+  Do you communicate their design vision?+  Do you care about the details before shipping?+  Have you sold people on your design ideas?+  Do customers love your products?
  65. 65. Organization
  66. 66. Hard lesson: You know your users, do great design + stillfail.Plastic LogicQue ProreaderGreat designLaunched at CESMultiple product delaysMarket changedCompetition grewToo expensive
  67. 67. We all suffer frustrations in product teams.“People don’t listen to my ideas.” “We design for what the boss wants, but he’s wrong.”“I’m not given enough time.” “Design is an afterthought.” “I’m just following orders.” “People don’t get what design means.” “The project got canned.” “There’s no vision.”
  68. 68. Product success is driven by great people and great culture.LeadershipProcessPrinciplesToolsPeopleEducationCollaborationCommunication
  69. 69. Change is hard! Metro has taken years of effort.
  70. 70. Design leaders are changing organizations but it requiresleadership support. Not everyone has that.
  71. 71. Company culture is controlled from the top. www.flickr.com/photos/15918528@N00/3639993517/
  72. 72. But there are different spheres of culture. You can influencethe culture of you and those closest to you.
  73. 73. Designers at Cooper wanted to be more collaborative acrossdisciplines. One team changed their environment to work inthe same room. Now everyone does it.
  74. 74. This is a design problem. Designers can fix these problemswith design tools and methods!
  75. 75. Be goal-directed: Treat your coworkers like personas andconsider their goals.
  76. 76. Design for everyone’s goals: Help development teamsimplement design with tools.
  77. 77. Design better experiences for design reviews.
  78. 78. Experience workshops help you educate others aboutdesign and start to define a strategy.
  79. 79. Teach: Design principles foster culture change.
  80. 80. Design experiences: Create environments with purpose.Exploration Evaluation
  81. 81. Design for engagement: Help people learn about your usersand identify better experiences.
  82. 82. Work out loud.
  83. 83. Prototype: Create small wins. Show results. Share how youdid it. Ask for more! Small Show Share Ask for win + results + work + more = Progress
  84. 84. Easy wins exist in the white spaces like new platforms orsmall apps or even small features.
  85. 85. Practice Fusion has disrupted the healthcare space, nowthey’re disrupting their own EMR products.
  86. 86. Practice Fusion’s iPad story.
  87. 87. Practice Fusion is managing to achieve success in userinsight, design and organizational will.
  88. 88. How does your organization measure up?+  Does your company value design and innovation?+  Is your company willing and able to change?+  Do you feel empowered to change your teams and company?+  Do you have empathy for your colleagues like your users?+  Do you design effective meetings?+  Do you have a common language/principles for good design?+  Does your company support risk-taking?+  Does your company value quality over deadlines?+  Is your company dominating its market?
  89. 89. A few things toremember…
  90. 90. A deep understanding ofyour users will bring clarityto your product or service.
  91. 91. Great products are designedthrough expansive generation, fastvalidation, and great craftsmanship.
  92. 92. Use your design skills tosolve the problems in yourorganization.
  93. 93. Insight, design, and a goal-directed approach can inspireyour organization to change.
  94. 94. Upcoming Cooper U CoursesInteraction Design Apr 9-12Visual Interface Design Apr 15-16Design Leadership Apr 17-18UX Boot Camp Jun 11-14Cooper is hiring!Interaction DesignersVisual Designers› Continue the conversation…nick@cooper.com@nickmyer5cooper.com/journal

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