Slides from my daylong workshop - Create - as part of the Product UX course and Berghs School, Stockholm.

1. Berghs Product UX
Photos: images.superfamous.com
nos.twnsnd.co
Christopher McCann
@letterpress_se
18 March 2016
Create

2. Let’s pick up where we
left off…
Your evaluation of the case - Ski Partner.
Based on your Persona and Customer journey.
Divide into 2 groups
Consider a Product idea.

3. Today’s Process
Storyboard
User Story
Mapping
Design Studio
Product idea

4. Today’s Schedule
9.30 - 10.30 Product Story, Sketch Storyboard.
10.30 - 10.45 Fika
10.45 - 12.00 Story Map Creation, Product Ideas discussion.
12.00 - 13.00 Lunch
13.00 - 14.50 Design Studio Method, Iteration 1 & 2 (?)
14.50 - 15.05 Fika
15.05 - 16.00 Group presentation and discussion. Lessons learned.

5. Its not about the
sketches or post-its…
Conversations

6. Bill Nye ‘the science guy’

7. What makes an
effective designer?

8. Post-its
Frees-up memory, connections

9. Sketching
Generate ideas quickly, includes details

10. Photo credit: Kevin Hoffman
Externalise
Discuss, move, patterns

11. Inciting Incident
Crisis
Climax
Hero returns changedHero with a Goal
Struggles
Conflicts
Problems
Risks
Dangers
Reference:@cwodtke
A Good Story
Resolution

12. A Product Story
Inciting Incident
Crisis
(competition)
Climax
(product value)
User’s goal metUser and their Goal
Struggles
Powerlessness
Frustration
Inefficiency
Errors
Reference:@cwodtke
Resolution

13. The Story of your Design
Let’s imagine a future.
Let’s assume for a minute that this solution is live.
Let’s talk about a day in the life of someone using it, and start
telling their story.
First, they would do this, then this, and so on...

14. Sketch your story

15. 1. Context - how the product will be used.
2. Consider User Interface.
3. Encourages to thinking Experience Flows.
Storyboards

16. Inciting Incident
Crisis
Climax
User’s goal metUser and their Goal
Struggles
User’s goals Inciting Incident User struggles
Crisis
(competition)
Climax
(product value)
Goals met

17. User’s goals Inciting Incident User struggles
Crisis
(competition)
Climax
(product value)
Goals met

18. Sketch your storyboard
Using images to explain your ideas
7 min

19. Present to group
1 min

20. Dot-vote for your
preferred solutions.
This is the group’s
Product Storyboard

21. User’s goals Inciting Incident User struggles
Crisis
(competition)
Climax
(product value)
Goals met

22. Story
+
Map

23. Transform Storyboard to
Story Map
Activites
People will use the system
for (verbs)
Steps
That make up the
Activity (verbs)
Details
Of the step above (verbs):
What are the specific
things they would do
here?
What are the alternative
things they could do?
Points of frustration or
delight ?
What would someone do if
something went wrong ?
Time
1. Information recieved via emal, .PDF, aggregated links or pysical samples.
Plan all channels
Digital
Print
Stores
Plan my
campaigns
Create
campaigns
Plan my campaign reate campaign
reate products reate landing page Planning in External Systems
Create
Products
Create
Landing page
Create
Promo blocks
Information from Suppliers
Define campaign goals
⁃ Assortment launch
⁃ Revenue target
⁃ Volume Sales
Define campaign goals
Assortment launch
Revenue target
Volume Sales
1 2 3
4 5 6

24. The Map
Activites
People will use the system
for (verbs)
Steps
That make up the
Activity (verbs)
Details
Of the step above (verbs):
What are the specific
things they would do
here?
What are the alternative
things they could do?
Points of frustration or
delight ?
What would someone do if
something went wrong ?
Time

25. Steps
Details

26. As a group, create your
Product Story Map
10 min

27. Instructions
Activity - people will use the system for (verb)
Storyboard pane usually (not always) equates to multiple
Activities
Steps - that make up the Activity (verb)
Break each of the Activities down into Steps
Details -
What are the specific things they would do here?
What are the alternative things they could do?
Points of frustration or delight?
What would someone do if something went wrong?
1
2
3

28. Nominate a group
member to present
to the other group
Discuss and Critique
5 min

29. The Map
Activites
People will use the system
for (verbs)
Steps
That make up the
Activity (verbs)
Details
Of the step above (verbs):
What are the specific
things they would do
here?
What are the alternative
things they could do?
Points of frustration or
delight ?
What would someone do if
something went wrong ?
Time

30. Design Critique
What is the objective?
What elements of the Design
are related to the objective?
Are the elements effective
in achieving the goal?
Why or Why Not?
Reference: ‘Discussing Design’, Irizarry ,Connor
Utility
Experience
How will this
affect user
Scope

31. Focus on how a design does or does not solve
design problem or scenario.
Don’t get hung up on details.
Avoid language ‘I like’ or ‘I don’t like’.
Be Nice.
No prestige.
Critique Rules

32. Design Studio

33. Design Studio
A way to generate many ideas and solutions to a problem quickly
through sketching, iteration, and critique.

34. Shared understanding and ownership.
Speed - many ideas generated in a short time.
Builds upon other good ideas.
Unifies groups - understand other roles
perspectives.
Advantages

35. Problem Scope
Present
Discuss
Diverge
Focus
Converge
Create
Create, Discuss, Focus

36. Sketch. Pitch. Critique.

37. Everything will be
timed.

38. 1. Create your storyboard (or not).
2. Sketch multiple solutions.
3. Concentrate on generating ideas in rough form.
4. After sketching, ideas are presented for critique.
Iteration One

39. Square, triangle, circle, line.
Just enough to communicate idea.
Does this solve the problem outlined?
More from presentation / critique than sketches
themselves.
Sketching

40. 5minutes to Sketch
6-8 Concepts

41. 3minutes to Pitch
How you addressed the goals

42. 2minutes to Critique
2-3 ways design solves problems
1-2 ways of improving design

43. 1. Make new sketches - learnings from Critique
3. ‘Borrow’ ideas from other designs – stealing
is allowed - improve.
4. After sketching, team presents ideas for
Critique.
6. ‘Rinse and repeat’
Iteration two - Convergence

44. ‘Whenever we propose a solution
to a problem, we ought to try as
hard as we can to overthrow our
solution, rather than defend it .
Few of us, unfortunately, practice
this precept...’
- Karl Popper

45. Warning
Design Studio will NOT
generate the final solution

46. What have we learned ?
Storyboard
User Story
Mapping
Design Studio
Product idea Validate

47. Essential reading

48. Thank you!
Christopher McCann
@letterpress_se
+46706295772
info@letterpress.se