UX Beyond UCD            or      the impact of   Business, Strategy,Management and Process on the User Experience
the impact of Business  StrategyManagementand Process      on the  User Experience
power up!            UX beyond UCD              @pboersmaAugust 2, PS-SIGCHI & Ixda, seattle, USA
Freelance                Interaction Designer                Design Process Consultant                * since 1995        ...
Freelance                     Creative Director UX                     Visual & Interaction Designer                     *...
Peter Boersma   Birgit Geiberger
2001
2012
?
DesignStrategy Research
Business Manage                 Strategy             ProcessEvaluation              Research             Design
Business Manage                     Strategy             Process                           of nce                        t...
Business Manage                      Strategy               ProcessEvaluation      typical      Research             User-...
Business                  More Manage       Elements of      Strategy             User Experience                ProcessEv...
Business                  these Manage       influence the    Strategy             User Experience                   too! ...
Pitch                               Business                     Estimate       Optimize                                  ...
power up!   UX beyond ucD
for each deliverable I will show:    an example    tips & tricks    input from the ux team    influence on UX
Pitch   Business   Estimate                        Scenarios
press play to start
opponent:The Account Manager
opponent:The Account Manager
X
Tips & tricks for the pitch:                      pitch  en-vision the future  by visualizing it  set expectations  around...
input from ux team on the pitch:                          pitch  visions of the future  sketches of partial solutions  des...
INFLUENCE OF THE PITCH ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze compe...
Pitch        Business   Estimate                       Scenarios
Select Game Length:         1 min         5 min        15 min       30 min       60 min
opponent:The Estimator
how manydots do you   see?
“many”         and     “a lot”are good first guesses!
input for estimates        output     scope items    requirements         assumptions      approach           calculations...
output           example outputassumptions              assuming                 we design 10 wireframes                 (...
Tips & tricks for estimating                  estimating:  you determine what gets  estimated  explore every assumption
input by ux team on estimates:                    estimates  assumptions & risks  what is easy/hard?  estimates for delive...
INFLUENCE OF an estimate ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze com...
PositionStrategy           Competition
select player 1
opponent:The Brand Strategist
sales                      service                  clientcore brand            communities         client
communities                                          Competitor    client                                           Compet...
Tips & tricks for positioning                  positioning:  1. create a map  2. find the spot that matches     your ux vi...
input by ux team on positioning:                    positioning   attributes that are important   to users   competitors, ...
INFLUENCE OF positioning ON UX:* define UX Vision         ux vision* inspire & get inspired* determine budget* set expecta...
PositionStrategy    Competition
select player 2
opponent:The Competitor
Tips & tricks for competitive analysis                              analysis:       “know your enemy”       (sun tzu, the ...
input by ux team on competitive analysis:       competitors, in terms of UX       swot analyses       (strengths-weaknesse...
INFLUENCE OF competitive analysis ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* an...
Test                                                         Interviews       Evaluation                 typical      Rese...
user-centered      design   Quiz2012 Olympics Edition
whichdeliverable  is this?
Instructions: 1. shout the name of    the deliverable2. keep your own score      (be honest)3. win a fabulous prize!
First aTEST round
whichdeliverable  is this?
Wireframe
okay, let’sSTART
whichdeliverable  is this?
Eyetracking heatmap(Evaluation)
whichdeliverable  is this?
Moodboard (Design)
whichdeliverable  is this?
Styleguide(Design)
whichdeliverable  is this?
Usabilitytest report(Evaluation)
whichdeliverable  is this?
Card SortDendogram(Research)
whichdeliverable  is this?
InfoGraphic (Design)
whichdeliverable  is this?
Optimize  Beta         ManageScope
select difficulty    easy    medium    hard    expert
opponent:The Project Manager    or the product manager
essential         pick                      just a few of                     these for your                         proje...
Tips & tricks for scoping                  scoping: 1. rank all scope-item candidates 2.determine their dependencies 3.sel...
input by ux team on scoping                    scoping: what is easy / hard? what contributes / is essential? what should ...
INFLUENCE OF scoping ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competi...
Optimize Beta        ManageScope
opponent:The (alfa) BETA jock
Tips & tricks for beta testing                       testing:   1. tell users what you plan to do   2. do it   3. tell the...
input by ux team on beta testing                         testing:   what to test together   what to measure or ask   analy...
INFLUENCE OF beta testing ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze co...
Optimize  Beta         ManageScope
play again?    yes    no
opponent:The Perfectionist
A
B
C
28% better
Tips & tricks for optimizing:                  optimizing  10 experiment to learn     what works for your users  20 goto 10
input by ux team on optimizing:                    optimizing  ux version of KPI’s  (key performance indicators)  alternat...
INFLUENCE OF optimizing ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze comp...
Pitch                               Business             Estimate       Optimize                                          ...
RolesSteps             Roadmap        ProcessReview            Requirements    Service Design
set up campaign
opponent:The Procrastinator
progress  progress progressprogress
moment         moment                     moment        moment                    progress                        progress...
Tips & tricks for roadmaps                  roadmaps: 1. define the future of the system 2.identify incremental steps 3.gr...
input by ux team on roadmaps:                    roadmaps  areas for progress  scope-items (progress) per area  estimates ...
INFLUENCE OF roadmaps ON UX:* define UX Vision         ux vision* inspire & get inspired* determine budget* set expectatio...
RolesSteps             Roadmap     ProcessReview           Requirements    Service Design
Create new map?      yes       no
opponent:The Process Freak
?A       B
A   1   2        3            4       B                     4a        2aC   1        3       4b   5       6   D        2b ...
na                          A P            o       Pers                        T EM                                 SI    ...
e-       design   uir                      wire               proto-req ts        principles         fr ames  men         ...
e-       design    uir                      wire               proto- req ts        principles         frames   men       ...
user     research                   detailed                    designC     concept       design                   D    pr...
?A   1   2       3   4   B
wire       e-        design          fr   uir                             ames        proto-req ts         principles  men...
Tips & tricks for the design processes                             processes:       1. brainstorm deliverables       2. cr...
input by ux team on the design process:                               process      ux team deliverables      ux team respo...
INFLUENCE OF the design process ON UX:* define UX Vision         ux vision* inspire & get inspired* determine budget* set ...
Pitch                               Business                     Estimate       Optimize                                  ...
Business                 you can             influence these Manage         non-design     Strategy                deliver...
Business                  More Manage       Elements of      Strategy             User Experience                Process  ...
These opponents:influence the UX
These opponents:influence the UX
INFLUENCE OF non-design deliverables ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations*...
power up!            UX beyond ucD              @pboersmaAugust 2, PS-SIGCHI & Ixda, seattle, USA
game over  @pboersma
UX Beyond UCD (Seattle)
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UX Beyond UCD (Seattle)

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Peter Boersma's "UX Beyond UCD (or: The Impact of Business, Strategy, Management and Process on the User Experience)", as presented at the joint PS-SIGHCI and IxDA Seattle meeting on August 12 in Seattle.

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UX Beyond UCD (Seattle)

  1. UX Beyond UCD or the impact of Business, Strategy,Management and Process on the User Experience
  2. the impact of Business StrategyManagementand Process on the User Experience
  3. power up! UX beyond UCD @pboersmaAugust 2, PS-SIGCHI & Ixda, seattle, USA
  4. Freelance Interaction Designer Design Process Consultant * since 1995 * user research * requirements analysis * concept design * detailed design & prototypePeter Boersma * usability evaluation * present * teach
  5. Freelance Creative Director UX Visual & Interaction Designer * since 1996 * international experience * design & branding * functionality & aestheticsB irgit G eiberger * business & user goals * people management * active in IxDA
  6. Peter Boersma Birgit Geiberger
  7. 2001
  8. 2012
  9. ?
  10. DesignStrategy Research
  11. Business Manage Strategy ProcessEvaluation Research Design
  12. Business Manage Strategy Process of nce ts rie en peEvaluation em Ex Research El er s U Design
  13. Business Manage Strategy ProcessEvaluation typical Research User-Centered Design Design
  14. Business More Manage Elements of Strategy User Experience ProcessEvaluation Research Design
  15. Business these Manage influence the Strategy User Experience too! ProcessEvaluation Research Design
  16. Pitch Business Estimate Optimize Scenarios Beta Position Roles Manage Strategy Steps RoadmapScope Competition ProcessTest Interviews Review Requirements Evaluation Research Service Design Personas Prototype Design Sketch Detailed Design Concept
  17. power up! UX beyond ucD
  18. for each deliverable I will show: an example tips & tricks input from the ux team influence on UX
  19. Pitch Business Estimate Scenarios
  20. press play to start
  21. opponent:The Account Manager
  22. opponent:The Account Manager
  23. X
  24. Tips & tricks for the pitch: pitch en-vision the future by visualizing it set expectations around client-contribution
  25. input from ux team on the pitch: pitch visions of the future sketches of partial solutions description of the design process
  26. INFLUENCE OF THE PITCH ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
  27. Pitch Business Estimate Scenarios
  28. Select Game Length: 1 min 5 min 15 min 30 min 60 min
  29. opponent:The Estimator
  30. how manydots do you see?
  31. “many” and “a lot”are good first guesses!
  32. input for estimates output scope items requirements assumptions approach calculations team skills explanations experience with risks subjectexperience with client experience of client when available when possible
  33. output example outputassumptions assuming we design 10 wireframes (5 complex + 5 medium) plus 15 components calculations we estimate we need 300 hours(explanations) (5x16 + 5x8) + (15x12) risks but we don’t know the documentation needs of the developer
  34. Tips & tricks for estimating estimating: you determine what gets estimated explore every assumption
  35. input by ux team on estimates: estimates assumptions & risks what is easy/hard? estimates for deliverables
  36. INFLUENCE OF an estimate ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
  37. PositionStrategy Competition
  38. select player 1
  39. opponent:The Brand Strategist
  40. sales service clientcore brand communities client
  41. communities Competitor client Competitor Big Big Competitor Competitorsales service Competitor Competitor Competitor Competitor client Competitor core brand
  42. Tips & tricks for positioning positioning: 1. create a map 2. find the spot that matches your ux vision 3. see who else is there 4. identify differences
  43. input by ux team on positioning: positioning attributes that are important to users competitors, in terms of UX scope items that differentiate
  44. INFLUENCE OF positioning ON UX:* define UX Vision ux vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
  45. PositionStrategy Competition
  46. select player 2
  47. opponent:The Competitor
  48. Tips & tricks for competitive analysis analysis: “know your enemy” (sun tzu, the art of war)
  49. input by ux team on competitive analysis: competitors, in terms of UX swot analyses (strengths-weaknesses- opportunities-threats)
  50. INFLUENCE OF competitive analysis ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
  51. Test Interviews Evaluation typical Research User-Centered Design Personas Prototype Design Sketch Detailed Design Concept
  52. user-centered design Quiz2012 Olympics Edition
  53. whichdeliverable is this?
  54. Instructions: 1. shout the name of the deliverable2. keep your own score (be honest)3. win a fabulous prize!
  55. First aTEST round
  56. whichdeliverable is this?
  57. Wireframe
  58. okay, let’sSTART
  59. whichdeliverable is this?
  60. Eyetracking heatmap(Evaluation)
  61. whichdeliverable is this?
  62. Moodboard (Design)
  63. whichdeliverable is this?
  64. Styleguide(Design)
  65. whichdeliverable is this?
  66. Usabilitytest report(Evaluation)
  67. whichdeliverable is this?
  68. Card SortDendogram(Research)
  69. whichdeliverable is this?
  70. InfoGraphic (Design)
  71. whichdeliverable is this?
  72. Optimize Beta ManageScope
  73. select difficulty easy medium hard expert
  74. opponent:The Project Manager or the product manager
  75. essential pick just a few of these for your project! quick winner! wineasy hard repair quality merely contributes
  76. Tips & tricks for scoping scoping: 1. rank all scope-item candidates 2.determine their dependencies 3.select the winners
  77. input by ux team on scoping scoping: what is easy / hard? what contributes / is essential? what should go together?
  78. INFLUENCE OF scoping ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
  79. Optimize Beta ManageScope
  80. opponent:The (alfa) BETA jock
  81. Tips & tricks for beta testing testing: 1. tell users what you plan to do 2. do it 3. tell them what you have done 4. ask them how they feel about it
  82. input by ux team on beta testing testing: what to test together what to measure or ask analysis of feedback response to feedback
  83. INFLUENCE OF beta testing ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
  84. Optimize Beta ManageScope
  85. play again? yes no
  86. opponent:The Perfectionist
  87. A
  88. B
  89. C
  90. 28% better
  91. Tips & tricks for optimizing: optimizing 10 experiment to learn what works for your users 20 goto 10
  92. input by ux team on optimizing: optimizing ux version of KPI’s (key performance indicators) alternative designs analysis of usage
  93. INFLUENCE OF optimizing ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
  94. Pitch Business Estimate Optimize Scenarios Beta Position Manage StrategyScope Competition ProcessTest Interviews Evaluation Research Personas Prototype Design Sketch Detailed Design Concept
  95. RolesSteps Roadmap ProcessReview Requirements Service Design
  96. set up campaign
  97. opponent:The Procrastinator
  98. progress progress progressprogress
  99. moment moment moment moment progress progress progress progressArea progress progress Area progress progress progress progress Area Area Area
  100. Tips & tricks for roadmaps roadmaps: 1. define the future of the system 2.identify incremental steps 3.group into meaningful releases 4.learn & adjust the roadmap
  101. input by ux team on roadmaps: roadmaps areas for progress scope-items (progress) per area estimates per scope-item what should go together?
  102. INFLUENCE OF roadmaps ON UX:* define UX Vision ux vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
  103. RolesSteps Roadmap ProcessReview Requirements Service Design
  104. Create new map? yes no
  105. opponent:The Process Freak
  106. ?A B
  107. A 1 2 3 4 B 4a 2aC 1 3 4b 5 6 D 2b 4c
  108. na A P o Pers T EM SI ire- wire fr equ amesr usabi lity me nts test cr een design proto- S principles FL OW type
  109. e- design uir wire proto-req ts principles fr ames men type 1 2 3 4 a AP son EM usabi lity tePer IT een st S Scr W FLO
  110. e- design uir wire proto- req ts principles frames men type user concept detailed prototype 1research 2 design 3 design 4 & evaluate a AP son EM usabi lity te Per IT een st S Scr W FLO
  111. user research detailed designC concept design D prototype & prototype & evaluate evaluate
  112. ?A 1 2 3 4 B
  113. wire e- design fr uir ames proto-req ts principles men type user concept detailed prototypereseach design design & evaluate a AP son TE M usabi lity te Per en st SI S cre W FLO
  114. Tips & tricks for the design processes processes: 1. brainstorm deliverables 2. create a diagram 3. document the entire process do not copy someone else’s diagram
  115. input by ux team on the design process: process ux team deliverables ux team responsibilities preferred way of working
  116. INFLUENCE OF the design process ON UX:* define UX Vision ux vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
  117. Pitch Business Estimate Optimize Scenarios Beta Position Roles Manage Strategy Steps RoadmapScope Competition ProcessTest Interviews Review Requirements Evaluation Research Service Design Personas Prototype Design Sketch Detailed Design Concept
  118. Business you can influence these Manage non-design Strategy deliverables ProcessEvaluation Research Design
  119. Business More Manage Elements of Strategy User Experience Process of nce ts rie en peEvaluation em Ex Research El er s U Design
  120. These opponents:influence the UX
  121. These opponents:influence the UX
  122. INFLUENCE OF non-design deliverables ON UX:* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
  123. power up! UX beyond ucD @pboersmaAugust 2, PS-SIGCHI & Ixda, seattle, USA
  124. game over @pboersma

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