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MCE^3 - Jasson Schrock - Making UX Part of The Company Culture

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User experience is not just limited to designers. For a product to be effective and viable, the user experience needs to meet the core needs of both the users and the company. This makes everyone a stakeholder. However to help ensure that the right product is built it's critical that there is a shared language between roles.

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MCE^3 - Jasson Schrock - Making UX Part of The Company Culture

  1. 1. Integrating UX Into The Company Culture Jasson A Schrock @jasson
  2. 2. What is User Experience?
  3. 3. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson What is User Experience? User Experience (UX) refers to a user’s emotions and attitudes towards… • Physical Objects: e.g. Mobile • Virtual Objects: e.g. Google Search • Systems: e.g. Business Workflow • Services: e.g. Hotel Check-in It also includes a user’s perceptions on its… • Utility • Ease of use • Efficiency Based on envis preciely's 2013 interpretation of 
 The Disciplines of User Experience by Dan Saffer (2008)
  4. 4. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Common Language For everyone to be involved there needs to be a common language. Without common terminology communication is difficult. Everyone is responsible for the user experience… ask questions! What the hell is 
 she talking about? I have no idea.
  5. 5. UX Planning 
 Questions
  6. 6. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Do we have the right mix? There is no one size fits all method. Start with a model and test it with your product to see if it is compatible. • If it’s not the right method, modify it! • Test. Don’t get stuck on process. CUBI Model Source: http://uxmag.com/articles/cubi-a-user-experience-model-for-project-success
  7. 7. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we seeing all the pieces? Perspective is everything! The blind men and the elephant… • Leg is a pillar • Tail is a rope • Tusk a pipe • Ear is a hand fan • Stomach is a wall Lesson: Step back to understand your entire system.
  8. 8. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we seeing all the pieces? Be open to psychological solutions as well as engineering solutions. “…six million pounds was spent to reduce the journey time between Paris and London by about 40 minutes. With 0.01% of that money you could put WiFi on the trains which wouldn't reduce the duration of the journey but would have improved its enjoyment.” — Rory Sutherland, TEDx Athens
  9. 9. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we focused on the users? Empathize with the user to understand their core needs Increase the user’s happiness • User Happiness > Speed and Efficiency
  10. 10. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we focused on the users? You are not the user! Empathize with the user to understand their core needs Increase the user’s happiness • User Happiness > Speed and Efficiency
  11. 11. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we focused on the users? Your views are a starting point… • Yes, you are a user, but you are only a single data point • You are also likely to be a power user Be flexible enough to realize that users may not do things the same way as you. 0 1 2 3 4 0 1 2 3 4 Core Users Power Users Occasional Users
  12. 12. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Is this too complex? Keep the complexity on our end, not 
 the users. When possible, choice implicit over explicit personalization options. Too many teams build complicated systems in the beginning.
  13. 13. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Is this too complex? Total Complexity of a System Drawn by Melanie Daveid
  14. 14. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Is this too complex? Complexity Handled by System Complexity Handled by the User Interface with the User Total Complexity of a System Drawn by Melanie Daveid
  15. 15. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Is this too complex? Complexity Handled by the User Interface with the User Total Complexity of a System Drawn by Melanie Daveid Complexity Handled by System
  16. 16. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Is this too complex? NO YES! Drawn by Melanie Daveid
  17. 17. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Is this too complex? Option = Decision “Every time you give a user an option, you are asking them to make a decision. When a user doesn’t care or understand the option this ultimately leads to frustration.” — Tom McFarlin, Developer Drawn by Melanie Daveid YES!
  18. 18. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Is this the Minimal Viable Product? What is a Minimal Viable Product (MVP)? • It’s the product with the highest return on investment (ROI) versus Risk • It’s the fast to build while still being engaging enough to not fail Source: Spotify Design Team
  19. 19. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Is this the Minimal Viable Product? Doing what’s Feasible is not enough Feasible Valuable Usable Delightful Not This
  20. 20. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Is this the Minimal Viable Product? It needs to be engaging for the users otherwise they won’t try it again Feasible Valuable Usable Delightful This
  21. 21. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Is this the Minimal Viable Product? Feasible Valuable Usable Delightful This Feasible Valuable Usable Delightful Not This
  22. 22. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Is this the Minimal Viable Product? It’s still ROI vs Risk, but if you’re going to fail. Fail fast! Learn from the mistakes and iterate. Avoid getting stuck in the 
 Sunk Cost fallacy trap. Feasible Valuable Usable Delightful This
  23. 23. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Will this become a habit? Focus on core users need and turn them into habits. Timing and context are critical. • When should you interact with the user? • What scenarios would the user find it most useful? The Toothbrush test… “Is this something you will use once or twice a day, and does it make your life better?” — Larry Page, CEO of Alphabet 
 (formerly Google)
  24. 24. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson What are the priorities? Plan for the next steps… …but focus on the Minimal Viable Product. • Collecting ideas for the future shouldn’t derail the process! • Prioritize items to keep moving forward. MuSCoW Method • P0: Must have • P1: Should have • P2: Could have • P3: Won’t have.
  25. 25. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson What are the priorities? Plan for the next steps… …but focus on the Minimal Viable Product. • Collecting ideas for the future shouldn’t derail the process! • Prioritize items to keep moving forward. MuSCoW Method • P0: Must have • P1: Should have • P2: Could have • P3: Nice to have • P4: Won’t have. (MuSCoNiW?)
  26. 26. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson What are the priorities? “When everything is important nothing is important!” P0: Must have P0: Must have P0: Must have P0: Must have P0: Must have
  27. 27. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson What are the priorities? “When everything is important nothing is important!” P0: Must have P0: Must have P1: Should have P3: Nice to have P4: Won’t have
  28. 28. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we testing this feature? There is always a better way… …test and iterate to find it! Testing Example: A/B testing is great way to build an MVP and resolve issues • If two ideas are similar but people can’t agree on the best action • Try both and let the users results determine the winner Case Study: Paradise Island 2 Source: What A/B Testing Taught Us About App Store Optimization by Anna Pratskevich
  29. 29. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we testing this feature? A B Case Study: Paradise Island 2 Source: What A/B Testing Taught Us About App Store Optimization by Anna Pratskevich
  30. 30. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we testing this feature? 7.2% conversion 5.0% conversion Case Study: Paradise Island 2 Source: What A/B Testing Taught Us About App Store Optimization by Anna Pratskevich
  31. 31. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we testing this feature? 7.2% conversion That extra 2.2% may not sound like much but let’s look at some numbers… At 100,000 app views per month • 5.0% = 5,000 new users • 7.4% = 7,400 new users That’s 2,400 more new users! Or 48% increase over the old app icon! Case Study: Paradise Island 2 Source: What A/B Testing Taught Us About App Store Optimization by Anna Pratskevich
  32. 32. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we testing this feature? A/B Testing Goes Mainstream “…A/B tests shape campaigns and classroom lesson plans. Just about anywhere a company can make a small change and then watch to see how we respond, 
 A/B testing is likely to pop up soon” — Steve Inskeep, Reporter NPR News
  33. 33. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we testing this feature? Quantitative Indirect reactive research Qualitative Direct reactive research Behavioral What people do Attitudinal What people say Clickstream Analysis A/B Testing Unmoderated UX Studies True Intent Studies Interception Surveys Email Surveys Eye tracking Usability Benchmarking (Lab) Interviews Moderated Remote Usability Studies Focus Groups Participatory Design Ethnographic Field Studies Usability Lab Studies Customer Feedback Diary / Camera Studies Concept Testing Card Sorting Desirability Studies
  34. 34. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we testing this feature? Additional reading… • It’s Our Research • Validating Product Ideas
  35. 35. UX Design
 Questions
  36. 36. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson What is the story? We’re all hardwired for stories... • Before writing, storytelling was the primary way to share information. Create a story not a list of functions. • People remember stories, not lists. What is the elevator pitch? • Developing a cohesive pitch helps focus what is critical and what is enticing. Monomyth aka The Hero’s Journey
  37. 37. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson What is the primary action? What is the primary action or element? • …the secondary? • …the tertiary? Have a clear visual hierarchy • Contrast, Color, Size, etc. • When everything is important, 
 nothing is important. Are you guiding the user? Does it pass the squint test?
  38. 38. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson What is the primary action? What is the primary action or element? • …the secondary? • …the tertiary? Have a clear visual hierarchy • Contrast, Color, Size, etc. • When everything is important, 
 nothing is important. Are you guiding the user? Does it pass the squint test?
  39. 39. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson What is the primary action?
  40. 40. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson How can we encourage engagement? Provide pivots • Users have short attention spans. • Provide options to encourage exploration over leaving the experience. Encourage interacting • Random content will not work. • Provide related tangental content with reference points. • Use community details to improve gamification and competitive exploration. Explore recommendation systems
  41. 41. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we giving the user feedback? The user cannot read your mind… Is this working?
  42. 42. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Are we giving the user feedback? Digital Products • Visual feedback • Audible feedback • Haptic feedback Services • Verbal feedback • Visual feedback • Other reasonable method Provide feedback for every interaction Beware The feedback should enhance the user experience and not hinder it!
  43. 43. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Is this consistent? Choose consistency over novelty • Not everything has to be brand new. • Use common patterns and design frameworks so the user knows what 
 to expect next. A B C A B C A B D
  44. 44. Summary
  45. 45. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Summary User Experience Covers all interactions with… • Physical Objects • Virtual Objects • Systems • Services Goal: Improve end-user happiness Based on envis preciely's 2013 interpretation of 
 The Disciplines of User Experience by Dan Saffer (2008)
  46. 46. © 2016 Jasson A Schrock — Do not cite, copy, or distribute without the author's consent.@jasson Summary UX Planning Questions • Do we have the right mix? • Are we seeing all the pieces? • Are we focused on the users? • Is this too complex? • Is this the Minimal Viable Product? • Will this become a habit? • What are the priorities? • Are we testing this feature? UX Design Questions • What is the story? • What is the primary action? • How can we encourage engagement? • Are we giving the user feedback? • Is this consistent?
  47. 47. Integrating UX Into The Company Culture Jasson A Schrock @jasson

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