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HOW TO WIN STAKEHOLDERS
DESIGN NEEDS LEADERSHIP
DWX 2017, NÜRNBERG
PETER ROZEK
SENIOR UX MANAGER
KPS digital GmbH, an KPS AG Company
KPS DIGITAL GMBH
KPS AG
KPS digital GmbH, an KPS AG Company
WEBINTERFACE
KPS digital GmbH, an KPS AG Company
KPS digital GmbH, an KPS AG Company
HOW TO COMMUNICATE WITH
STAKEHOLDERS AND DELIVER THE
BEST USER EXPERIENCE?
I HAVE HUNCHES
WE HAVE HUNCHES
KPS digital GmbH, an KPS AG Company
WE HAVE A
COOL APP TO
OPEN YOUR
DOOR
KPS digital GmbH, an KPS AG Company
WHAT USER WANT
WELCOME IN THE REAL WORLD
KPS digital GmbH, an KPS AG Company
A LIGHT SWITCH IS
SMARTER THAN AN
APP CONTROL!
THE USER EATS YOUR PRODUCT FOR
BREAKFAST.
KPS digital GmbH, an KPS AG Company
@ Jesse James Garrett, ia/recon
„Of course, it's not enough merely to have
hunches. They have to be good hunches. My
hunches have to be better than the hunches my
clients have—that's why they hire me.“
“
THE CEO BUTTON
An unusual of otherwise unexpected
request from an executive to add a
feature that completely destroys the
balance of a project and undermines the
very purpose of a designer´s existence
HOMEPAGE SYNDROME
KPS digital GmbH, an KPS AG Company
A condition whereby the home screen
of an application or website become
a catch-all for everything, creating a
garage-sale of links, buttons, and
banner ads that unravels the fabric
of usability, causing designers to cry
themselves to sleep.
KPS digital GmbH, an KPS AG Company
@William Pollard, Physicist
„Learning and innovation go hand
in hand. The arrogance of success
is to think that what you did
yersterday will be sufficient for
tomorrow.“
WE HAVE AN
ECOSYSTEM
OF DEVICESBild: http://www.webdesignerdepot.com/2015/03/the-future-of-responsive-web-design/
Scource: IBM, Three New Ways to Understand and Improve Your Customers’ Experience, 2016KPS digital GmbH, an KPS AG Company
KPS digital GmbH, an KPS AG Company
90% CHANGE
THE DEVICES
IN A TASK
KPS digital GmbH, an KPS AG Company
@Giles Colborne
„People use any platform 

to do anything.“
KPS digital GmbH, an KPS AG Company
DIGITAL CHANGE THE WORLD FROM
INTERACTION TO A PERSONAL
ASSISTANT
FROM MOBILE-
FIRST TO AI-FIRST
KPS digital GmbH, an KPS AG Company
HOW DO IMPROVE
OUR GUESSES?
KPS digital GmbH, an KPS AG Company
DEVELOP A DEEP UNDERSTANDING
OF YOUR END-USERS THROUGH
ENGAGING THEM OBSERVING AND
LISTENING TO THEM EXPLAIN THEIR
POINT OF VIEW THEIR PROBLEMS
AND THEIR NEEDS.
HOW CAN INCREASE PROTOTYPING
USER EXPERIENCE AND MAKING
DECISIONS?
A PROTOTYPE IS WORTH A
THOUSAND MEETINGS
KPS digital GmbH, an KPS AG Company
Visual Fidelity
Functional Fidelity
Sketches
Interactive Sketches
Wireframe Sketch
Design Comp
Interactive Wireframe Rich Interactive Wireframe
Proof of Concept Prototype
Production „Ready“ Mockup
Fast & cheap
Slow & expensive
Slow & expensive
Visual Design Prototype
Pen & Paper
Paper Prototyping
Pen & Paper

Balsamiq
Axure Axure
Photoshop
Photoshop
Style Tiles
HTML + CSS + jQuery
HTML + CSS + jQuery
KPS digital GmbH, an KPS AG Company
Sketches Visual
Design
Prototype
Proof of
Concept
Prototype
Interactive
Wireframe
Rich
Interactive
Wireframe
Production
„Ready“
Mockup
As research tool Content + Layout UI DesignLayout + Interaction Content + Layout +
Interaction + UI
Wireframe

Sketches HTML + CSS
HTML + CSS
ASK PEOPLE TO GIVE YOU FEEDBACK
AND USE IT TO IMPROVE THE
DESIGNS.
SKETCHING AS
RESEARCH TOOL
COMMUNICATING A FIRST IDEA
WIREFRAME
WALKTHROUGHCONTENT AND STRUCTURE
KPS digital GmbH, an KPS AG Company
Collaborative design critique
Build team consensus
Understand trade-offs
Post sketches on the wall
Tell a story
“What happens when…”
Annotate and add stickies
WHAT HOW
Wireframe Walkthrough
PROTOTYPE
KPS digital GmbH, an KPS AG Company
MAKE YOUR IDEAS TANGIBLE WITH A
SERIES OF FAST, INEXPENSIVE
PROTOTYPES
KPS digital GmbH, an KPS AG Company
CREATE A SERIOS OF FAST
PROTOTYPES TO TEST YOUR DESIGN
DIRECTION WITH END USERS
KPS digital GmbH, an KPS AG Company
LOW-PROTOTYPE: 

A PLAN FOR 

HOW IT WORKS, 

NOT HOW IT LOOKS
KPS digital GmbH, an KPS AG Company
HIGH FIDELITY PROTOTYPE
KPS digital GmbH, an KPS AG Company
Design components Working software
KPS digital GmbH, an KPS AG Company
GOALS OF
PROTOTYPING
KPS digital GmbH, an KPS AG Company
INTERACT WITH THE UI IN A WAY
SIMILAR TO THE FINAL PRODUCT
KPS digital GmbH, an KPS AG Company
THINK ABOUT INTERACTION AND
ANIMATION
KPS digital GmbH, an KPS AG Company
PERFORMING USABILITY TESTS WITH
GROUPS
KPS digital GmbH, an KPS AG Company
PREDICT AND SOLVE USABILITY
PROBLEMS BEFORE FURTHER
DEVELOPMENT
KPS digital GmbH, an KPS AG Company
@Sebastian Thrun, Director of the Artificial Intelligence
Laboratory at Stanford University
„Few ideas work on the first try.
Iteration is key to innovation“
KPS digital GmbH, an KPS AG Company
IN A METHOD
AGNOSTIC WAY
KPS digital GmbH, an KPS AG Company
DESIGN THINKING IS A APPROACH TO
PROBLEM FINDING THAT ASSUMES
PEOPLE OFTEN WORK ON THE
WRONG PROBLEMS AND CAN
LEVERAGE AND IMPROVE OUTCOMES
BY REFRAMING THEM.
KPS digital GmbH, an KPS AG Company
HUMAN CENTRIC
DESIGN
KPS digital GmbH, an KPS AG Company
THE PROCESS INVOLVES
COMMUNICATING VISUALLY WHERE
POSSIBLE. HER ARE SOME TOOLS
THAT YOU CAN USES TO
COMMUNICATE THE MEANING OF
COMPLEX DATA.
KPS digital GmbH, an KPS AG Company
MEASURING THE
USABILITY
KPS digital GmbH, an KPS AG Company
HOW TO COMBINE USER EXPERIENCE
AND STRATEGIC (BUSINESS)
DECISIONS?
KPS digital GmbH, an KPS AG Company
@Pamela Pavliscak
„Now that you have an overview of
what people are doing on the site, it
is time to focus on the data that is
relevant to the questions you have.“
KPS digital GmbH, an KPS AG Company
MAKING DECISIONS ON A
MEASURABLE WAY:
Target Group
Intentions
Behavior
Preferences
Acceptance
Search Volume
Searches
Analytics
A / B tests
User Testing
KPS digital GmbH, an KPS AG Company
DATA-INFORMED 

CUSTOMER JOURNEY
KPS digital GmbH, an KPS AG Company
QUANTITATIVE APPROACH HAS A
HIGH RELEVANCE FOR BUSINESS
SUCCESS! SYSTEMATIC AND DATA-
DRIVEN PROCEDURE FOR
EVALUATING UX MEASURES.
STRATEGIC UX
KPS digital GmbH, an KPS AG Company
ARTICULATING DESIGN DECISIONS,
COMMUNICATE WITH STAKEHOLDER, DELIVER
THE BEST USER EXPERIENCE, AND KEEP YOUR
SANITY
KPS digital GmbH, an KPS AG Company
COMMUNICATE THE
PRIORITY
KPS digital GmbH, an KPS AG Company
DESIGN THE
PRIORITY
KPS digital GmbH, an KPS AG Company
LEADERSHIP
MISSION
KPS digital GmbH, an KPS AG Company
A VIBRANT ENGAGED LEADERSHIP
CULTURE IS ORGANIC AND EVOLVING
KPS digital GmbH, an KPS AG Company
IT IS FUELLED AND INSPIRED BY
LEADERSHIP THAT IS ACTIVELY
INVOLVED AND INFORMED ABOUT
THE REALITIES OF THE BUSINESS.
KPS digital GmbH, an KPS AG Company
GREAT COMMUNICATORS AND
MOTIVATORS
KPS digital GmbH, an KPS AG Company
IMAGINATION IS
MORE IMPORTANT
THAN KNOWLEDGE
KPS digital GmbH, an KPS AG Company
COMMUNICATION IS
MORE IMPORTANT
THAN TECHNOLOGY
THANKS FOR YOUR TIME!
PETER.ROZEK@KPS.DE
QUESTION?
FOR ELLEN
KPS digital GmbH, an KPS AG Company
KPS digital GmbH, an KPS AG Company
MY NEXT WEBINAR @ DEVELOPER MEDIA
http://developer-media.de/webinare/
USABILITY VS. CROWD TESTING
12.07.2017
PREDICTIVE UX
16.08.2017

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How to win Stakeholders, Design needs Leadership

  • 1. HOW TO WIN STAKEHOLDERS DESIGN NEEDS LEADERSHIP DWX 2017, NÜRNBERG
  • 3. SENIOR UX MANAGER KPS digital GmbH, an KPS AG Company
  • 4. KPS DIGITAL GMBH KPS AG KPS digital GmbH, an KPS AG Company
  • 5. WEBINTERFACE KPS digital GmbH, an KPS AG Company
  • 6. KPS digital GmbH, an KPS AG Company HOW TO COMMUNICATE WITH STAKEHOLDERS AND DELIVER THE BEST USER EXPERIENCE?
  • 7. I HAVE HUNCHES WE HAVE HUNCHES
  • 8. KPS digital GmbH, an KPS AG Company WE HAVE A COOL APP TO OPEN YOUR DOOR
  • 9. KPS digital GmbH, an KPS AG Company WHAT USER WANT WELCOME IN THE REAL WORLD
  • 10. KPS digital GmbH, an KPS AG Company A LIGHT SWITCH IS SMARTER THAN AN APP CONTROL!
  • 11. THE USER EATS YOUR PRODUCT FOR BREAKFAST.
  • 12. KPS digital GmbH, an KPS AG Company @ Jesse James Garrett, ia/recon „Of course, it's not enough merely to have hunches. They have to be good hunches. My hunches have to be better than the hunches my clients have—that's why they hire me.“ “
  • 14. An unusual of otherwise unexpected request from an executive to add a feature that completely destroys the balance of a project and undermines the very purpose of a designer´s existence
  • 16. KPS digital GmbH, an KPS AG Company A condition whereby the home screen of an application or website become a catch-all for everything, creating a garage-sale of links, buttons, and banner ads that unravels the fabric of usability, causing designers to cry themselves to sleep.
  • 17. KPS digital GmbH, an KPS AG Company @William Pollard, Physicist „Learning and innovation go hand in hand. The arrogance of success is to think that what you did yersterday will be sufficient for tomorrow.“
  • 18. WE HAVE AN ECOSYSTEM OF DEVICESBild: http://www.webdesignerdepot.com/2015/03/the-future-of-responsive-web-design/
  • 19. Scource: IBM, Three New Ways to Understand and Improve Your Customers’ Experience, 2016KPS digital GmbH, an KPS AG Company
  • 20. KPS digital GmbH, an KPS AG Company 90% CHANGE THE DEVICES IN A TASK
  • 21. KPS digital GmbH, an KPS AG Company @Giles Colborne „People use any platform 
 to do anything.“
  • 22. KPS digital GmbH, an KPS AG Company DIGITAL CHANGE THE WORLD FROM INTERACTION TO A PERSONAL ASSISTANT FROM MOBILE- FIRST TO AI-FIRST
  • 23. KPS digital GmbH, an KPS AG Company HOW DO IMPROVE OUR GUESSES?
  • 24. KPS digital GmbH, an KPS AG Company DEVELOP A DEEP UNDERSTANDING OF YOUR END-USERS THROUGH ENGAGING THEM OBSERVING AND LISTENING TO THEM EXPLAIN THEIR POINT OF VIEW THEIR PROBLEMS AND THEIR NEEDS.
  • 25. HOW CAN INCREASE PROTOTYPING USER EXPERIENCE AND MAKING DECISIONS?
  • 26. A PROTOTYPE IS WORTH A THOUSAND MEETINGS
  • 27. KPS digital GmbH, an KPS AG Company Visual Fidelity Functional Fidelity Sketches Interactive Sketches Wireframe Sketch Design Comp Interactive Wireframe Rich Interactive Wireframe Proof of Concept Prototype Production „Ready“ Mockup Fast & cheap Slow & expensive Slow & expensive Visual Design Prototype Pen & Paper Paper Prototyping Pen & Paper
 Balsamiq Axure Axure Photoshop Photoshop Style Tiles HTML + CSS + jQuery HTML + CSS + jQuery
  • 28. KPS digital GmbH, an KPS AG Company Sketches Visual Design Prototype Proof of Concept Prototype Interactive Wireframe Rich Interactive Wireframe Production „Ready“ Mockup As research tool Content + Layout UI DesignLayout + Interaction Content + Layout + Interaction + UI Wireframe
 Sketches HTML + CSS HTML + CSS
  • 29. ASK PEOPLE TO GIVE YOU FEEDBACK AND USE IT TO IMPROVE THE DESIGNS.
  • 32. KPS digital GmbH, an KPS AG Company Collaborative design critique Build team consensus Understand trade-offs Post sketches on the wall Tell a story “What happens when…” Annotate and add stickies WHAT HOW Wireframe Walkthrough
  • 34. KPS digital GmbH, an KPS AG Company MAKE YOUR IDEAS TANGIBLE WITH A SERIES OF FAST, INEXPENSIVE PROTOTYPES
  • 35. KPS digital GmbH, an KPS AG Company CREATE A SERIOS OF FAST PROTOTYPES TO TEST YOUR DESIGN DIRECTION WITH END USERS
  • 36. KPS digital GmbH, an KPS AG Company LOW-PROTOTYPE: 
 A PLAN FOR 
 HOW IT WORKS, 
 NOT HOW IT LOOKS
  • 37. KPS digital GmbH, an KPS AG Company HIGH FIDELITY PROTOTYPE
  • 38. KPS digital GmbH, an KPS AG Company Design components Working software
  • 39. KPS digital GmbH, an KPS AG Company GOALS OF PROTOTYPING
  • 40. KPS digital GmbH, an KPS AG Company INTERACT WITH THE UI IN A WAY SIMILAR TO THE FINAL PRODUCT
  • 41. KPS digital GmbH, an KPS AG Company THINK ABOUT INTERACTION AND ANIMATION
  • 42. KPS digital GmbH, an KPS AG Company PERFORMING USABILITY TESTS WITH GROUPS
  • 43. KPS digital GmbH, an KPS AG Company PREDICT AND SOLVE USABILITY PROBLEMS BEFORE FURTHER DEVELOPMENT
  • 44. KPS digital GmbH, an KPS AG Company @Sebastian Thrun, Director of the Artificial Intelligence Laboratory at Stanford University „Few ideas work on the first try. Iteration is key to innovation“
  • 45. KPS digital GmbH, an KPS AG Company IN A METHOD AGNOSTIC WAY
  • 46. KPS digital GmbH, an KPS AG Company DESIGN THINKING IS A APPROACH TO PROBLEM FINDING THAT ASSUMES PEOPLE OFTEN WORK ON THE WRONG PROBLEMS AND CAN LEVERAGE AND IMPROVE OUTCOMES BY REFRAMING THEM.
  • 47. KPS digital GmbH, an KPS AG Company HUMAN CENTRIC DESIGN
  • 48. KPS digital GmbH, an KPS AG Company THE PROCESS INVOLVES COMMUNICATING VISUALLY WHERE POSSIBLE. HER ARE SOME TOOLS THAT YOU CAN USES TO COMMUNICATE THE MEANING OF COMPLEX DATA.
  • 49. KPS digital GmbH, an KPS AG Company MEASURING THE USABILITY
  • 50. KPS digital GmbH, an KPS AG Company HOW TO COMBINE USER EXPERIENCE AND STRATEGIC (BUSINESS) DECISIONS?
  • 51. KPS digital GmbH, an KPS AG Company @Pamela Pavliscak „Now that you have an overview of what people are doing on the site, it is time to focus on the data that is relevant to the questions you have.“
  • 52. KPS digital GmbH, an KPS AG Company MAKING DECISIONS ON A MEASURABLE WAY: Target Group Intentions Behavior Preferences Acceptance Search Volume Searches Analytics A / B tests User Testing
  • 53. KPS digital GmbH, an KPS AG Company DATA-INFORMED 
 CUSTOMER JOURNEY
  • 54. KPS digital GmbH, an KPS AG Company QUANTITATIVE APPROACH HAS A HIGH RELEVANCE FOR BUSINESS SUCCESS! SYSTEMATIC AND DATA- DRIVEN PROCEDURE FOR EVALUATING UX MEASURES. STRATEGIC UX
  • 55. KPS digital GmbH, an KPS AG Company ARTICULATING DESIGN DECISIONS, COMMUNICATE WITH STAKEHOLDER, DELIVER THE BEST USER EXPERIENCE, AND KEEP YOUR SANITY
  • 56. KPS digital GmbH, an KPS AG Company COMMUNICATE THE PRIORITY
  • 57. KPS digital GmbH, an KPS AG Company DESIGN THE PRIORITY
  • 58. KPS digital GmbH, an KPS AG Company LEADERSHIP MISSION
  • 59. KPS digital GmbH, an KPS AG Company A VIBRANT ENGAGED LEADERSHIP CULTURE IS ORGANIC AND EVOLVING
  • 60. KPS digital GmbH, an KPS AG Company IT IS FUELLED AND INSPIRED BY LEADERSHIP THAT IS ACTIVELY INVOLVED AND INFORMED ABOUT THE REALITIES OF THE BUSINESS.
  • 61. KPS digital GmbH, an KPS AG Company GREAT COMMUNICATORS AND MOTIVATORS
  • 62. KPS digital GmbH, an KPS AG Company IMAGINATION IS MORE IMPORTANT THAN KNOWLEDGE
  • 63. KPS digital GmbH, an KPS AG Company COMMUNICATION IS MORE IMPORTANT THAN TECHNOLOGY
  • 66. KPS digital GmbH, an KPS AG Company MY NEXT WEBINAR @ DEVELOPER MEDIA http://developer-media.de/webinare/ USABILITY VS. CROWD TESTING 12.07.2017 PREDICTIVE UX 16.08.2017