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Collaborative
Brainstorming for
Better UX
jessicaivins@gmail.com
@jessicaivins
Jessica Ivins
http://aweber.jobs
http://aweber.jobs
What is User
Experience (UX)?
How Someone Feels About Using a
Product or Service
Designing the Hospital Visitor
Experience
Surgery at Cooper Hospital in
Camden, NJ
Good Design Doesn’t Happen by
Accident
What Do UX
Practitioners Do?
“I make websites easy to use.”
Working With Others to Solve
Design Problems
It’s Not Just About the User
Business
Goals
User
Needs
Technical
Constraints
UX
Understanding Your
Audience
Americans Love Cup
Holders
Americans Love Cup
Holders
How Do You Understand Your
Audience?
How Can You Understand Your
Audience if You Can’t Talk to or
Study Them?
Workshop Exercise
Kevin M. Hoffman
Better Meetings & Collaboration
http://www.kevinmhoffman.com
Meet Our Client
The Problem:
Define a New Mobile Strategy
Mobile =
Phones, Tablets,
iPods, eReaders, etc.
Client Goals
• Make Mobile Purchasing Easy
• Facilitate Sharing of Petsmart Content Through Mobile
• Keep Customers Coming to Brick & Mortar Locations
• Engage Customers with Services, Not Just Merchandise
• Improve Brand Presence
Not Just Pet Supplies
• Adoption
• Grooming
• Training
• Boarding
• “Doggy Day Camp”
Sorry,
No Budget for User Research
We’ll Gather What We Know About
Our Audience
Off the Cuff Ideas
Write Down 5 Ideas for a Mobile
Strategy
Let’s Brainstorm Ideas
Goal:
Brainstorm Ideas for Mobile
Strategy
First, We’ll Be Generating Ideas on
Our Own
Quantity, Not Quality
Be Creative with Ideas!
Let’s Humanize Our Users So We Can
Brainstorm on Their Behalf
Ben, Law School
Student
Ben’s a student on a shoe
string budget. He and his long
term girlfriend are moving in
together to save money.
His 20 gallon freshwater fish
tank has a tiny crack at the
top & he’s hoping he can
move it into his girlfriend’s
place without breaking it. He’s
also low on fish food.
What Would Ben Want to Do
At the Store?
• One Idea Per Sticky Note
• Write With Sharpies
• Keep Ideas Brief, Technology-
Agnostic, Specific
Periwinkle
• No: Look for Pet Food, Look
for Pet Food on iPhone
• Yes: Find Fish Food on Sale,
Find “Fishy Coupons” Hidden
Throughout Store
Pink
Ben, Law School
Student
Ben’s a student on a shoe
string budget. He and his long
term girlfriend are moving in
together to save money.
His 20 gallon freshwater fish
tank has a tiny crack at the
top & he’s hoping he can
move it into his girlfriend’s
place without breaking it. He’s
also low on fish food.
What Would Ben Want to Do
Before Arriving At the Store?
Pink
What Would Ben Want to Do
After Leaving the Store?
Pink
Kim, Physical
Therapist & Mom of 2
Kim’s 10 year old yellow lab,
Charlie, is starting to show his
age.
He’s been sick lately and she’s
trying to find time for a vet
appointment. She’s
wondering if there’s anything
she can buy or do to help him
in the meantime.
What Would Kim Want to Do
Before Arriving at the Store?
Purple
Seafoam
Green
Kim, Physical
Therapist & Mom of 2
Kim’s 10 year old yellow lab,
Charlie, is starting to show his
age.
He’s been sick lately and she’s
trying to find time for a vet
appointment. She’s
wondering if there’s anything
she can buy or do to help him
in the meantime.
What Would Kim Want to Do
At the Store?
Purple
Seafoam
Green
What Would Kim Want to Do
After Leaving the Store?
Purple
Seafoam
Green
Kathleen, Accountant
Kathleen just got her first
apartment and is excited to
adopt a cat. Her family had to
get rid of their cat years ago
when they realized her
younger brother was allergic.
She has no cat food or
supplies yet.
She wants to make sure she
gets a really friendly and
lovable cat.
What Would Kathleen Want to Do
Before Arriving at the Store?
Seafoam
Green
Purple
Kathleen, Accountant
Kathleen just got her first
apartment and is excited to
adopt a cat. Her family had to
get rid of their cat years ago
when they realized her
younger brother was allergic.
She has no cat food or
supplies yet.
She wants to make sure she
gets a really friendly and
lovable cat.
What Would Kathleen Want to Do
At the Store?
Seafoam
Green
Purple
What Would Kathleen Want to Do
After Leaving the Store?
Seafoam
Green
Purple
Let’s Get Into Groups
As a Group
• Put All Your Stickies on the Wall
• Group Similar Stickies Into Clusters
• Put Duplicates on Top of Each Other
• Color Doesn’t Matter
Periwinkle
Label Each Cluster
with a Periwinkle
Sticky
Everyone in Your Group:
Put a Dot on 1 Task You Feel is Important
Everyone in Your Group:
Put a Star on One Important Task that
Surprised You
Share Out!
Discuss Dots and Stars
Tell Us About Your Process
How Can a Mobile Strategy Support these Tasks?
Dotted & Starred Stickies
How Can We Use This Exercise at
Our Jobs?
With Your Internal Team?
• Crowdsource Ideas
• Generate Ideas on Behalf of Users
• Bring People Into Your Process
With a Client?
• Learn their Perspective of User Needs
• Compare Client Perspective to Research
• See Dissenting Viewpoints/Opinions
• Bring the Client Into the Process
Wrapping Up
How Do I Learn More About UX?
Get Involved In Local UX Groups
UX Books
Podcasts & Articles
Podcasts
• UIE Brain Sparks http://www.uie.com/brainsparks/
topics/podcasts/
• The Big Web Show http://5by5.tv/bigwebshow
UIE Brain Sparks Podcast
http://goo.gl/vexl
UX Publications
• User Interface Engineering (UIE) http://www.uie.com/
• A List Apart http://www.alistapart.com/
• UX Magazine http://uxmag.com/
• UX Matters http://uxmatters.com/
• Adaptive Path http://adaptivepath.com/ideas
• 20 Tips for Your Next Moderated Usability Test http://goo.gl/
zD9bvt
• How To Conduct A Usability Test On A Mobile Device http://
goo.gl/DRBFs
• Recruiting Better Research Participants http://goo.gl/NuEdp
• Unmoderated, Remote Usability Testing: Good or Evil? http://
goo.gl/0GEi9
• How to Shop for Unmoderated Usability Testing Tools http://
goo.gl/IgNGz
Usability Testing Articles
Jessica Ivins
jessicaivins@gmail.com
@jessicaivins
Thank You!

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Collaborative Brainstorming for Better UX Workshop