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Connecting
the Dots.
Strategies for effective
Problem Definition
2
UXDX | Connecting the Dots • Alkistis Mavroeidi
Director of Product Design at KAYAK
Alkistis Mavroeidi
3
UXDX | Connecting the Dots • Alkistis Mavroeidi
In 2004, a bunch of business, travel
and tech guys got together and said
“travel planning online sucks.
Let’s make it better.”
A bit about
4
UXDX | Connecting the Dots • Alkistis Mavroeidi
20 years later we’re still innovating to
solve problems for travelers.
Innovating in the
Travel Space
How might we…
Retain Speed and Flexibility?
6
UXDX | Connecting the Dots • Alkistis Mavroeidi
Problem
Definition
Design
Solution
Build
Solution
Launch &
Analyze
Iterate
Product Development
Process
🎉
7
UXDX | Connecting the Dots • Alkistis Mavroeidi
■ Struggling to distill your project into a concise
and compelling narrative
■ Spending excessive time in discovery mode
Signals that mean you might be struggling with Problem Definition
■ Difficulty prioritizing tasks from a long list
of identified opportunities
How to
Connect the Dots
in Problem Definition
Best practices drawn from real KAYAK examples
9
UXDX | Connecting the Dots • Alkistis Mavroeidi
also known as the 80 20 rule
Roughly 80% of the effects come
from 20% of the causes.
In simpler terms, it means that a
small portion of your efforts often
leads to the majority of your results.
The Pareto Principle
20% 80%
10
UXDX | Connecting the Dots • Alkistis Mavroeidi
strategies to help Product Designers see the big picture
a critical lever for maintaining speed & quality
Connecting the Dots is…
11
UXDX | Connecting the Dots • Alkistis Mavroeidi
Research Data Communications
Problem Definition
Three areas of focus.
12
UXDX | Connecting the Dots • Alkistis Mavroeidi
I gathered all these very
thorough data.
What does it mean for
our project?
I have no idea….
KAYAK Case 1
13
UXDX | Connecting the Dots • Alkistis Mavroeidi
Is your Research
scope too wide?
Ask yourself:
Are you gathering data
instead of insights?
14
UXDX | Connecting the Dots • Alkistis Mavroeidi
1.
Always write down your goals
and hypotheses.
2.
Reduce volume of participants
for qual research
15
UXDX | Connecting the Dots • Alkistis Mavroeidi
3.
Process horizontally and
vertically.
4.
Avoid distractions and unrelated
insights
16
UXDX | Connecting the Dots • Alkistis Mavroeidi
Discipline in Research is important in order to
ensure you are being efficient and getting impact
for you work.
Research Learning
17
UXDX | Connecting the Dots • Alkistis Mavroeidi
How can we measure quality accurately?
KAYAK Case 2
Number of ux issues reported?
Number of ux issues resolved?
Heuristic Audits?
…?
18
UXDX | Connecting the Dots • Alkistis Mavroeidi
Are you trying to find the
one perfect metric?
Ask yourself:
Are you “torturing data” to
tell you a story?
* Ronald Coase
19
UXDX | Connecting the Dots • Alkistis Mavroeidi
1.
Continuously ask what
problem you are solving and
what the gap is.
2.
Identify your indicators, not your
one perfect metric.
20
UXDX | Connecting the Dots • Alkistis Mavroeidi
Remember:
When a metric becomes a goal, it stops being a
good metric. *
* Goodhart’s Law
Data Learning
21
UXDX | Connecting the Dots • Alkistis Mavroeidi
I don’t understand why we are working on
this project. It seems like the wrong
direction.
I shared my 40 page brief two
months ago. Why didn’t you share
that feedback then?
KAYAK Case 3
22
UXDX | Connecting the Dots • Alkistis Mavroeidi
Are you hindering
communications?
Ask yourself:
Are you getting lost
in the details?
23
UXDX | Connecting the Dots • Alkistis Mavroeidi
1.
Cater for your audience
upward, laterally, and downward.
2.
Protect the unique perspective
of each stakeholder.
…
….
…
….
24
UXDX | Connecting the Dots • Alkistis Mavroeidi
3.
Keep the big picture in
sight when it comes to
prioritization.
25
UXDX | Connecting the Dots • Alkistis Mavroeidi
Empowering Communications is your strongest
tool for sense checking your project’s direction.
Communications Learning
When you enable feedback, you create quality
checks for your product.
Tο summarize…
27
UXDX | Connecting the Dots • Alkistis Mavroeidi
strategies to help Product Designers see the big picture
a critical lever for maintaining speed & quality
Connecting the Dots is…
Problem
Definition
Design Solution Build Solution Launch & Analyze Iterate
28
UXDX | Connecting the Dots • Alkistis Mavroeidi
Communications
Empower Communications
to keep sight of the big
picture.
Data
Focus on the Outcome not
the Metric.
Research
Practice Discipline in
Research.
Problem Definition
29
UXDX | Connecting the Dots • Alkistis Mavroeidi
■ Always check that your problem is well defined.
■ Scope your Research wisely.
■ Identify the right Gap and the Data Indicators.
■ Communicate concisely and effectively.
How can you apply this:
30
UXDX | Connecting the Dots • Alkistis Mavroeidi
Thank you.
Stay in touch

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Connecting the Dots in Product Design at KAYAK

  • 1. Connecting the Dots. Strategies for effective Problem Definition
  • 2. 2 UXDX | Connecting the Dots • Alkistis Mavroeidi Director of Product Design at KAYAK Alkistis Mavroeidi
  • 3. 3 UXDX | Connecting the Dots • Alkistis Mavroeidi In 2004, a bunch of business, travel and tech guys got together and said “travel planning online sucks. Let’s make it better.” A bit about
  • 4. 4 UXDX | Connecting the Dots • Alkistis Mavroeidi 20 years later we’re still innovating to solve problems for travelers. Innovating in the Travel Space
  • 5. How might we… Retain Speed and Flexibility?
  • 6. 6 UXDX | Connecting the Dots • Alkistis Mavroeidi Problem Definition Design Solution Build Solution Launch & Analyze Iterate Product Development Process 🎉
  • 7. 7 UXDX | Connecting the Dots • Alkistis Mavroeidi ■ Struggling to distill your project into a concise and compelling narrative ■ Spending excessive time in discovery mode Signals that mean you might be struggling with Problem Definition ■ Difficulty prioritizing tasks from a long list of identified opportunities
  • 8. How to Connect the Dots in Problem Definition Best practices drawn from real KAYAK examples
  • 9. 9 UXDX | Connecting the Dots • Alkistis Mavroeidi also known as the 80 20 rule Roughly 80% of the effects come from 20% of the causes. In simpler terms, it means that a small portion of your efforts often leads to the majority of your results. The Pareto Principle 20% 80%
  • 10. 10 UXDX | Connecting the Dots • Alkistis Mavroeidi strategies to help Product Designers see the big picture a critical lever for maintaining speed & quality Connecting the Dots is…
  • 11. 11 UXDX | Connecting the Dots • Alkistis Mavroeidi Research Data Communications Problem Definition Three areas of focus.
  • 12. 12 UXDX | Connecting the Dots • Alkistis Mavroeidi I gathered all these very thorough data. What does it mean for our project? I have no idea…. KAYAK Case 1
  • 13. 13 UXDX | Connecting the Dots • Alkistis Mavroeidi Is your Research scope too wide? Ask yourself: Are you gathering data instead of insights?
  • 14. 14 UXDX | Connecting the Dots • Alkistis Mavroeidi 1. Always write down your goals and hypotheses. 2. Reduce volume of participants for qual research
  • 15. 15 UXDX | Connecting the Dots • Alkistis Mavroeidi 3. Process horizontally and vertically. 4. Avoid distractions and unrelated insights
  • 16. 16 UXDX | Connecting the Dots • Alkistis Mavroeidi Discipline in Research is important in order to ensure you are being efficient and getting impact for you work. Research Learning
  • 17. 17 UXDX | Connecting the Dots • Alkistis Mavroeidi How can we measure quality accurately? KAYAK Case 2 Number of ux issues reported? Number of ux issues resolved? Heuristic Audits? …?
  • 18. 18 UXDX | Connecting the Dots • Alkistis Mavroeidi Are you trying to find the one perfect metric? Ask yourself: Are you “torturing data” to tell you a story? * Ronald Coase
  • 19. 19 UXDX | Connecting the Dots • Alkistis Mavroeidi 1. Continuously ask what problem you are solving and what the gap is. 2. Identify your indicators, not your one perfect metric.
  • 20. 20 UXDX | Connecting the Dots • Alkistis Mavroeidi Remember: When a metric becomes a goal, it stops being a good metric. * * Goodhart’s Law Data Learning
  • 21. 21 UXDX | Connecting the Dots • Alkistis Mavroeidi I don’t understand why we are working on this project. It seems like the wrong direction. I shared my 40 page brief two months ago. Why didn’t you share that feedback then? KAYAK Case 3
  • 22. 22 UXDX | Connecting the Dots • Alkistis Mavroeidi Are you hindering communications? Ask yourself: Are you getting lost in the details?
  • 23. 23 UXDX | Connecting the Dots • Alkistis Mavroeidi 1. Cater for your audience upward, laterally, and downward. 2. Protect the unique perspective of each stakeholder. … …. … ….
  • 24. 24 UXDX | Connecting the Dots • Alkistis Mavroeidi 3. Keep the big picture in sight when it comes to prioritization.
  • 25. 25 UXDX | Connecting the Dots • Alkistis Mavroeidi Empowering Communications is your strongest tool for sense checking your project’s direction. Communications Learning When you enable feedback, you create quality checks for your product.
  • 27. 27 UXDX | Connecting the Dots • Alkistis Mavroeidi strategies to help Product Designers see the big picture a critical lever for maintaining speed & quality Connecting the Dots is… Problem Definition Design Solution Build Solution Launch & Analyze Iterate
  • 28. 28 UXDX | Connecting the Dots • Alkistis Mavroeidi Communications Empower Communications to keep sight of the big picture. Data Focus on the Outcome not the Metric. Research Practice Discipline in Research. Problem Definition
  • 29. 29 UXDX | Connecting the Dots • Alkistis Mavroeidi ■ Always check that your problem is well defined. ■ Scope your Research wisely. ■ Identify the right Gap and the Data Indicators. ■ Communicate concisely and effectively. How can you apply this:
  • 30. 30 UXDX | Connecting the Dots • Alkistis Mavroeidi Thank you. Stay in touch