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What I learned from
oh, I don’t know, around
200 projects
Peter Boersma (@pboersma)
Interaction Design Director at Blast Radius
Interactive Design Conference
April 4-5, 2014, Prague
1
2
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
3
around 200 projects
1995 - 2000 - General Design	

	

 70	

 	

 10
2000 - 2002 - Satama Interactive	

20	

 	

 10
2002 - 2005 - EzGov	

	

 	

 	

 	

 15	

 	

 5
2005 - 2006 - User Intelligence	

 10	

 	

 20
2006 - 2010 - Info.nl	

 	

 	

 	

 	

 20	

 	

 5
2010 - 2012 - Adaptive Path	

 	

 5	

 	

 2.5
2012 - 2012 - freelance	

 	

 	

 	

 5	

 	

 10
2012 - present - Blast Radius	

	

 	

 55	

 	

 40
Total	

	

 	

 	

 	

 	

 	

 	

 	

 	

 	

 200	

 	

 10
#proj	

 /year
4
scope, teams, skills, org charts,
deliverables
5
the scope of our projects
has expanded from one-way
webdesign to service design for
networked brands
6
7
http://www.abnamro.nl
8
640px
480px
9
10
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
11
12
!
SOCIAL CONTENT
MOBILE
CONTENT
STORES
CRM
PR
CSR
ALWAYS-ON CONNECTED
PLATFORMS
Starbucks.com
13
14
our teams have had
different types of people
in them
15
16
17
18
19
my roles at interactive agencies
1995 - 2000 - UI Designer
2000 - 2002 - Consultant User-Understanding
2002 - 2005 - Senior Information Architect
2005 - 2006 - UX Consultant & Partner
2006 - 2010 - Senior Interaction Designer
2010 - 2012 - Experience Designer
2012 - 2012 - Freelance (Process) Designer
2012 - present - Interaction Design Director
20
we had different skills, starting at
Computer Science, HCI and Design
leading to User Experience
21
HCICS Des
22
HCICS DesIxDIA
Mar
Com
Info
Des
Copy Usab
23
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
24
shallow
knowledge
User Experience
deep
knowledge
business
knowledge
25
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
26
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
27
since 1995, we have been looking
for the right place of UX
in the organization
28
29
30
31
32
33
34
35
36
37
38
39
what we call our work,
our deliverables,
changed too...
40
“Here is how we work:
Step 1: we send you a contract
Step 2: we design your site
and you approve the design
Step 3: we build your site,
and you approve the design
Step 4: we send you an invoice”
41
Design
ResearchEvaluation
Prototype
Test
SketchDetailed Design
Concept
Personas
Interviews
42
Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReview
Test
Scope
Optimize
Estimate
Beta
SketchDetailed Design
Concept
Personas
Competition
Process
Roles
Steps
Interviews
43
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
44
GOOD
BAD
per company
45
46
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
47
48
Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReview
Test
Scope
Optimize
Estimate
Beta
SketchDetailed Design
Concept
Personas
Competition
Process
Roles
Steps
Interviews
49
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
50
51
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
52
1995-2000 - General Design
Company profile:
- Dutch startup that grew from 3-30 people
- made interactive sites for small & large brands
My responsibilities:
- in the beginning: everything
- from interface design
- via software programming
- to sales and project management
53
54
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
55
56
57
58
• A conference is more than the proceedings
• Also: it’s not that hard to get on stage!
59
Business
Design
ResearchEvaluation
StrategyManage
Prototype
RequirementsReview
Estimate
SketchDetailed Design
Competition
Process
Scope
60
61
Br
Br
eaking
ead
share late-night pizza with developers
have lunch with clients
go for drinks with colleagues
35
35
62
General Design
GOOD
BAD
* gave me broad experience
* mix of academic research and practical focus
* time to discover what I like (not project management)
* being project manager & UI designer on 10 projects
* leading to a short, 4-week burnout
63
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
64
2000-2002 - Satama
Company profile:
- Finnish web-and-mobile agency going global
- General Design turned into Amsterdam office
My responsibilities:
- Consultant User-Understanding
- concept design, IA, IxD, usability tests
- for the first time: process designer
65
66
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
67
68
69
70
71
72
73
74
75
76
Business
Design
ResearchEvaluation
StrategyManage
Position
Requirements
Scope
Estimate
Detailed Design
Concept
Competition
Process
Roles
Steps
Interviews
77
Satama Interactive
GOOD
BAD
* mobile experience: designed WAP sites, and created a
mobile portal evaluation tool.
* process focus: I managed a 2-year program to
document the Satama Unified Process.
* I wasn’t considered a good fit for consultant team
* leading to a long, 8-month burnout
78
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
79
2002-2005 - EzGov
Company profile:
- software & consultancy for online transactions
- between governments and citizens/businesses
My responsibilities:
- Information Architect
- Also: Usability Engineer
- And: Process Designer
80
81
82
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
83
84
85
86
87
88
89
90
91
92
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
93
3 Phases
5 Disciplines System Analysis
Information Architecture & Interaction Design
Usability & Accessibility Testing
Content Design
Visual Design & Information Design
Elaboration ConstructionInception
EzGov’s Standards for UXEzGov’s Standards for UX
94
95
96
97
98
99
Business
Design
ResearchEvaluation
StrategyManage
Service Design
Prototype
RequirementsReview
Test
Scope
Estimate
Detailed Design
Personas
Process
Roles
Steps
Interviews
100
EzGov
GOOD
BAD
* good cooperation with Development and PM
* spent time defining design process (StUX)
* developed in-house screenflow tool (J-flow)
* styleguides made visual design work boring
* org. overhead made our work expensive
101
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
102
2005-2006 - User Intelligence
Company profile:
- small usability company that expanded into design
- founder was looking for a business partner
My responsibilities:
- User Experience Consultant and Manager Design
103
104
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
105
106
107
108
Business
Design
ResearchEvaluation
StrategyManage
RequirementsReview
Test
Scope
Optimize
Estimate
Detailed Design
Concept
Personas
Competition
Process
Interviews
Pitch
109
User Intelligence
* we defined the basis for good team & good company
* got to think about corporate strategies
* unprepared for partner talks with founder
* our communication styles made cooperation hard
* had to leave, shortly after bringing in friends
110
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
111
2006-2010 - Info.nl
Company profile:
- very Dutch agency ("normal is crazy enough")
- founded in1994 and still going strong
My responsibilities:
- senior interaction designer
- Also: restructured department & renamed job titles
- Also: attempted to document design process
info.nl!FULL!SERVICE!INTERNET!AGENCY!!
112
113
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
114
115
Life
Play
Learn
Buy
116
117
118
Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Requirements
Test
Scope
Estimate
Detailed Design
Concept
Personas
Competition
Process
119
Info.nl
GOOD
BAD
* cooperation with developers
* sales reached out to sell UX
* management lacked vision about process
* sales defined projects: teams designed to budget
120
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
121
2010-2012 - Adaptive Path
Company profile:
- famous San Francisco agency came to Amsterdam
- defined User Experience as we know it
- Adaptive Path is run by designers
My responsibilities:
- Experience Designer
- design, lead projects, sell projects
- teach workshops, host UX Week
122
123
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
124
125
126
127
128
the elements of
user experience
Henning Fischer
Director, Adaptive Path Amsterdam
henning@adaptivepath.com
@henningfischer
Peter Boersma
Designer, Adaptive Path Amsterdam
peter.boersma@adaptivepath.com
@pboersma
129
130
131
First deliverable: Narrative
As a result of initial conversations with the client, our
designer-led sales team would create a Narrative.
A Narrative consists of:
- key business needs
- project summary and team overview
- phase-by-phase description of activities and outcomes
- examples of expected deliverables
- timeline and budget
132
133
134
What happens to it?
Designers’ proposals were translated by Sales
into a Statement of Work with a lot of legalese.
We had to go back to the original proposal
to kick off projects with the team.
135
Business
Design
ResearchEvaluation
StrategyManage
Scenarios
Position
Roadmap
Service Design
RequirementsReview
Test
Scope
Estimate
Sketch
Concept
Personas
Competition
Process
Interviews
136
Adaptive Path
GOOD
BAD
* designers lead projects from sales to delivery
* many internal discussions about the field
* time to teach back to community
* 13 hour workdays due to time zones
* European sales handed over to America
137
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
138
2012-2012 - Freelance
Company profile:
- me :-)
- interaction designer & design process consultant
My responsibilities:
- set up the business, pay tax, do sales & PM
- define processes and design concepts for clients
139
140
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
141
142
143
144
145
MOBILE
APP
MUSIC PLAYER
IN BAR
out
ofscope
MUSIC
MATCH
146
147
148
149
150
Business
Design
ResearchEvaluation
StrategyManage
Roadmap
Prototype
RequirementsReview
Scope
Estimate
Sketch
Concept
Process
Roles
Steps
151
Freelance
GOOD
BAD
* freedom in deciding when to work
* freedom in deciding how much to work
* freedom in deciding for whom to work
* office/tax/legal stuff is hard!
* no team = no feedback
* no idea if I was at good at freelancing
152
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
153
2012-present - Blast Radius
Company profile:
- “agency for the connected world” (= Marketing)
- owned by global digital agency network Wunderman
My responsibilities:
- Interaction Design Director in Amsterdam office
- design concepts and prototypes (with freelancers)
- manage a Business Analyst
- support offices in Hamburg, London and Paris
154
155
156
User Experience
HCICS DesIxDIA
Info
Des
Mar
Com
Copy Usab
157
158
159
160
161
162
163
164
165
Small
± 9 x 6 cm!
Galaxy S2/S3/S4, iPhone, HTC One !
!
Medium
± 11 x 16 cm!
Nexus 7, iPad mini, Kindle 7!
!
Large
± 21 x 14 cm!
Nexus 10, iPad (1, 2, Air), Tab 10.1,
Kindle 8.9!
Small
Medium
Large
166
small
portrait
small
landscape
medium landscape &
large portrait
small
 medium
 large
medium 
portrait
large 
landscape
desktop 
(large & non–touch)
640 px?
 1024 px?
%#@&*
iPad Mini!
167
Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReview
Test
Scope
Optimize
Estimate
SketchDetailed Design
Concept
Personas
Competition
Process
Interviews
168
Blast Radius
* international work environment
* working for small number of big accounts
* allows for tracking of success of designs
* project were never ran by UX
(often by Developers or Art Directors)
* limited input in early stages of projects
169
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
170
171
Best team?
172
173
Jesse James Garre
Peter Merholz
Jeff Veen
Janice Fraser
Dan Saffer
Lane Becker
Indi Young
174
Best place for UX?
175
176
Best deliverable?
177
Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReview
Test
Scope
Optimize
Estimate
Beta
SketchDetailed Design
Concept
Personas
Competition
Process
Roles
Steps
Interviews
178
Narrative
As a result of initial conversations with the client, our
designer-led sales team would create a Narrative.
A Narrative consists of:
- key business needs
- project summary and team overview
- phase-by-phase description of activities and outcomes
- examples of expected deliverables
- timeline and budget
179
180
181
MOBILE
APP
MUSIC PLAYER
IN BAR
out
ofscope
MUSIC
MATCH
182
183
Best process?
184
185
SUP wasn’t used, and SUP-Light was created to fix that
186
187
188
189
190
191
192
193
194
195
196
197
198
199
Best process?
your
process
200
user
reseach
concept
design
detailed
design
prototype
& evaluate
Persona
SITEMAP
wireframesrequire-
ments
usability test
Screen
FLOW
proto-
type
design
principles
201
Best client
202
the elements of
user experience
Henning Fischer
Director, Adaptive Path Amsterdam
henning@adaptivepath.com
@henningfischer
Peter Boersma
Designer, Adaptive Path Amsterdam
peter.boersma@adaptivepath.com
@pboersma
203
Government of Jamaica
204
Best business lesson?
205
Office Managers manage the company
office managers run the agency
206
don’t postpone talking about money
don’t be afraid to talk about money
207
it takes A LOT of work to get work done
208
20 years at interactive agencies
1995 - 2000 - General Design
2000 - 2002 - Satama Interactive
2002 - 2005 - EzGov
2005 - 2006 - User Intelligence
2006 - 2010 - Info.nl
2010 - 2012 - Adaptive Path
2012 - 2012 - freelance
2012 - present - Blast Radius
209
Thank you!
210
What I learned from
oh, I don’t know, around
200 projects
Peter Boersma (@pboersma)
Interaction Design Director at Blast Radius
Interactive Design Conference
April 4-5, 2014, Prague
211

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