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.
1. UX Beyond UCD
or
the impact of
Business, Strategy,
Management and Process
on the User Experience
2. the impact of
Business
Strategy
Management
and Process
on the
User Experience
3.
4. power up!
UX beyond UCD
@pboersma
August 2, PS-SIGCHI & Ixda, seattle, USA
5. Freelance
Interaction Designer
Design Process Consultant
* since 1995
* user research
* requirements analysis
* concept design
* detailed design & prototype
Peter Boersma
* usability evaluation
* present
* teach
6. Freelance
Creative Director UX
Visual & Interaction Designer
* since 1996
* international experience
* design & branding
* functionality & aesthetics
B irgit G eiberger * business & user goals
* people management
* active in IxDA
17. Business
Manage Strategy
Process
of nce
ts rie
en pe
Evaluation em Ex Research
El er
s
U
Design
18. Business
Manage Strategy
Process
Evaluation typical Research
User-Centered
Design
Design
19. Business
More
Manage Elements of Strategy
User Experience
Process
Evaluation Research
Design
20. Business
these
Manage influence the Strategy
User Experience
too!
Process
Evaluation Research
Design
21. Pitch
Business Estimate
Optimize Scenarios
Beta Position
Roles
Manage Strategy
Steps Roadmap
Scope Competition
Process
Test Interviews
Review Requirements
Evaluation Research
Service Design
Personas
Prototype
Design Sketch
Detailed Design Concept
35. Tips & tricks for the pitch:
pitch
en-vision the future
by visualizing it
set expectations
around client-contribution
36. input from ux team on the pitch:
pitch
visions of the future
sketches of partial solutions
description of the design process
37. 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
43. input for estimates output
scope items
requirements assumptions
approach calculations
team skills explanations
experience with risks
subject
experience with client
experience of client
when available when possible
44. output example output
assumptions 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
45. Tips & tricks for estimating
estimating:
you determine what gets
estimated
explore every assumption
46. input by ux team on estimates:
estimates
assumptions & risks
what is easy/hard?
estimates for deliverables
47. 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
51. sales service
client
core brand communities
client
52. communities
Competitor
client Competitor
Big Big
Competitor Competitor
sales service
Competitor
Competitor
Competitor Competitor client Competitor
core brand
53. 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
54. input by ux team on positioning:
positioning
attributes that are important
to users
competitors, in terms of UX
scope items that differentiate
55. 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
64. Tips & tricks for competitive analysis
analysis:
“know your enemy”
(sun tzu, the art of war)
65. input by ux team on competitive analysis:
competitors, in terms of UX
swot analyses
(strengths-weaknesses-
opportunities-threats)
66. 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
67. Test Interviews
Evaluation typical Research
User-Centered
Design
Personas
Prototype
Design Sketch
Detailed Design Concept
100. essential pick
just a few of
these for your
project!
quick winner!
win
easy hard
repair quality
merely contributes
101. Tips & tricks for scoping
scoping:
1. rank all scope-item candidates
2.determine their dependencies
3.select the winners
102. input by ux team on scoping
scoping:
what is easy / hard?
what contributes / is essential?
what should go together?
103. 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
110. 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
111. input by ux team on beta testing
testing:
what to test together
what to measure or ask
analysis of feedback
response to feedback
112. 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
121. Tips & tricks for optimizing:
optimizing
10 experiment to learn
what works for your users
20 goto 10
122. input by ux team on optimizing:
optimizing
ux version of KPI’s
(key performance indicators)
alternative designs
analysis of usage
123. 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
124. Pitch
Business Estimate
Optimize Scenarios
Beta Position
Manage Strategy
Scope Competition
Process
Test Interviews
Evaluation Research
Personas
Prototype
Design Sketch
Detailed Design Concept
125. Roles
Steps Roadmap
Process
Review Requirements
Service Design
129. moment moment moment moment
progress progress
progress progress
Area progress progress Area
progress
progress progress
progress
Area Area
Area
130.
131. 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
132. input by ux team on roadmaps:
roadmaps
areas for progress
scope-items (progress) per area
estimates per scope-item
what should go together?
133. 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
134. Roles
Steps Roadmap
Process
Review Requirements
Service Design
139. na A P
o
Pers T EM
SI
ire- wire
fr
equ
ames
r usabi
lity
me nts
test
cr een design proto-
S principles
FL OW type
140. e- design
uir wire proto-
req ts principles fr ames
men type
1 2 3 4
a AP
son EM usabi
lity te
Per IT een st
S Scr
W
FLO
141. e- design
uir wire proto-
req ts principles frames
men type
user concept detailed prototype
1
research 2
design 3
design 4
& evaluate
a AP
son EM usabi
lity te
Per IT een st
S Scr
W
FLO
142. user
research
detailed
design
C concept
design D
prototype & prototype &
evaluate evaluate
157. wire
e- design fr
uir ames proto-
req ts principles
men type
user concept detailed prototype
reseach design design & evaluate
a AP
son TE
M usabi
lity te
Per en st
SI S cre
W
FLO
158. 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
159. input by ux team on the design process:
process
ux team deliverables
ux team responsibilities
preferred way of working
160. 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
161. Pitch
Business Estimate
Optimize Scenarios
Beta Position
Roles
Manage Strategy
Steps Roadmap
Scope Competition
Process
Test Interviews
Review Requirements
Evaluation Research
Service Design
Personas
Prototype
Design Sketch
Detailed Design Concept
162. Business
you can
influence these
Manage non-design Strategy
deliverables
Process
Evaluation Research
Design
163. Business
More
Manage Elements of Strategy
User Experience
Process
of nce
ts rie
en pe
Evaluation em Ex Research
El er
s
U
Design
168. 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
169. power up!
UX beyond ucD
@pboersma
August 2, PS-SIGCHI & Ixda, seattle, USA