D alpert ux101

D4S101:
Why User Experience matters for your App
David Alpert - @davidalpert
Track 1: Agile Methods
Monday, October 17th 2011
1:30pm - 2:45pm

David Alpert @davidalpert
#sdec11
http://blog.spinthemoose.com

Customers have lost faith in IT

Customers have lost
confidence in IT

#sdec11

QUOTE: Embarrassed on behalf of
the industry

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Expectations are rising

Expectations are rising

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QUOTE: Conan on the iPad

#sdec11

kano

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We’re not here to prevent
but to inspire

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We are at a crossroads

We are at a crossroads

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Recognize, Remember, & Rethink

Recognize

Remember Rethink

success

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Remember

Software is a service industry.

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QUOTE: Hanselman on customer
service

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InstallAware

#sdec11

Support is a Privilege, Not a Right
QUOTE: Support is a Privilege, Not
While InstallAware support often goes above and over the call of
a Right
duty to provide knowledgable, timely assistance to all our
potential and current clients, support is not your right - even if
you are a paid user of InstallAware.

As explicitly stated in the InstallAware EULA which must be
accepted both when installing a product trial or a purchased
version, your purchase comes with NO SUPPORT
RIGHTS whatsoever.

Your access to any and all InstallAware support resources,
including but not limited to peer forums, community
center, email based support, and phone support may be revoked
at any time, with or without reason.
http://www.installaware.com/support-contact-support.htm
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Dec 16, 1970 – s/w hurt by
immature users

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DevExpress

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QUOTE: committed to total
customer service statisfaction
The goal of the Developer Express Support Team is to
provide our customers unrivaled technical assistance
when implementing Developer Express technologies.

We are committed to total customer satisfaction
after purchase and will stop at nothing to ensure that
your experience using our products is profitable for
you, your organization, and by extension – your
customers.

http://www.devexpress.com/Support/index.xml

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Recognize

Our customers are whole people.

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Users are dumb

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The operating moral premise of information
design should be that our readers are alert and
caring; they may be busy, eager to get on with it,
but they are not stupid.

Edward Tufte, Envisioning Information. Cheshire, CT: Graphics Press, 1990

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#sdec11

It is not a question of whether users
are capable of overcoming complexity and
learning an advanced user interface. It is a
question of whether they are willing to do so.

[Our users] are just like anybody else: they just
want to get their work done. They have neither
the desire nor the time to learn the
idiosyncrasies of individual websites.
(emphasis mine)

Nielsen, Jakob. “Are Users Stupid?” Alertbox, February 4, 2001. Retrieved June 3, 2010.

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When people have problems using a design,
it's not because they are stupid.
It's because the design is too difficult.

(emphasis mine)

Nielsen, Jakob. “Are Users Stupid?” Alertbox, February 4, 2001. Retrieved June 3, 2010.

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Recognize

Software does not live in a vacuum.

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All these experiences
are relevant

Home
Family

Work

your customer
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create expectations

Home
Family

Work

your customer’s expectations
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create expectations
Home
Family

Your product,
Work
service, web site,
or application.

your customer’s expectations

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We are inundated with social media

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And our customers are
whole people

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Rethink our process

Design software from the outside in.

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Nearly every s/w effort has gotten
it wrong
Nearly every software
project I’ve been a part of
has needlessly wasted
time and money.

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A client walks into a bar

A client walks in…

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“I’ve got a problem”

“I’ve got a problem.”

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I’ll look for the nouns

look at our notes

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Design a DB

circle the nouns…

Database

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TaDa! Data Access!

“I’ve got to get the
data out!”
Data access

Database

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Start to build infrastructure

• Go back to the notes and look for the verbs
Business
logic
circle the verbs
Data access

Database

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screen screen screen

Business
logic spike out some
80% - 90%
CRUD screens
Data access

Database

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screen screen
foundation
screen
foundation
Business
logic

Data access

Database

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infastructure
infrastructure
Business
logic

Data access

Database

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plumbing
plumbing
Business
logic

Data access

Database

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divide up responsibilities
build the walls
Business
logic

Data access

Database

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Start to buildgive it to a designer
infrastructure
screen screen screen ask a designer to
to “skin”pretty”
“make it look
Business
logic

Data access

Database

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What sells a house?

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What sells software?

Your life would be
so much better
with ______.
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Non-functional
10% - 20%
defines how a system is supposed
to be – i.e. its qualities.
Business
e.g. Response time
logic

Data access
Functional
80% - 90%

defines what a system is
supposed to do
Database
e.g. As an employee I can
view a page on the
intranet.
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Rethink our process

Instead of building from the
bottom up and the inside out

Let’s start designing
from the outside in.

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We already know this…
Write a test
that fails

1

TDD
Refactor / Reorganize 2
(clean up)
3
Test Do just enough work
to make the test pass
Driven
Development
#sdec11


TDD

Behaviour
Driven BDD
Development
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Domain
Driven
Development

DDD TDD

BDD
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What if we tried this?
XDD

DDD TDD

BDD

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eXperience Driven Development
XDD

DDD TDD

BDD

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Dr. Eliyahu M. Goldratt – 2 “mudas”

•Work that was done but
Inefficient
should not have been

•Work that was not done
Unreliable
but should have been

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An experience vision can align the
design choices made every day.
Vision

Release

Feature

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An experience vision can align the
design choices made every day.
Strategy

Design

Execution

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A UX vision is larger than
an individual icon or screen.

Stephen P. Anderson: http://www.poetpainter.com/thoughts/category/Experience-Design-Strategy/
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A UX vision is larger than
an individual system.
Experience Phases

Anticipate Enter
Enter Engage Exit Reflect

Vision
Release
Feature Experience Vision

Use Case / User Story Workflow Experience Vision

#sdec11

Rethink our process

Customer Experience Mapping

#sdec11

Customer Experience Mapping
• Represent the journey of a customer
including the before, during, and after using the service.

• Include:
– phases that span the interaction (e.g. Anticipate, Enter, Engage, Exit, & Reflect)
– triggers
– touch points
– interactions
– customer motivations
– customer goals / business goals
– potential frustrations
– opportunities for delight
– anything else that helps your team picture the experience you are creating

Adapted from: http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/
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Customer Experience Map

Source: Mel Edwards - http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/ David Alpert @davidalpert
#sdec11


Source: Justin Parry - http://www.thosepeskyusers.com/example-experience-map-for-ux-strategy/ David Alpert @davidalpert
#sdec11


Source: Eric Berkman - http://www.littlespringsdesign.com/blog/2010/Mar/improving-the-starbucks-experience/
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Exercise: Draft an Experience Map

• Client:
Air Winnipeg
“We are committed to total customer satisfaction.”
• Project:
An online reservation system.
• Timeline:
Anticipate, Enter, Engage, Exit, Reflect

#sdec11

Design for Success!
Remember

Software is a service industry

Recognize

Our customers are whole people Software does not live in a vacuum

Rethink our process

Design software from the outside in

David Alpert
Web: http://blog.spinthemoose.com
Email: david@spinthemoose.com
Twitter: @davidalpert

#sdec11

Let’s address some concerns

XDD increases scope

XDD takes too much time

XDD costs more $$
#sdec11

D alpert ux101

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