5. › How
to
spend
the
UX
budget?
Overview
› What
to
focus
on
if
not
on
user
studies?
› Discussion
points
6. 20
000
€
…to
make
a
newsreader
for
iOS.
How
should
we
spend
it?
7. › Development
› Estimated
12k€
Budget
› Management
breakdown
› Estimated
3k€
› UX
design
&
research
› What
is
left
is…
5k€.
8. Typical
choices
for
user
research.
» Focus
groups
» 1
FG,
2
desgnrs,
4
days
of
work
=
6400€
» Observations
» 5
usrs,
1
designer,
5
days
of
work
=
4000€
» User
interviews
» 5
usrs,
1
designer,
5days
of
work
=
4000€
» PD
workshops
» 1
workshop,
2
designers,
3
days
=
4800€
» Stakeholder
workshops
» 1
workshop,
2
designers,
3
days
=
4800€
» etc.
» Our
UX
budget
is
5000€
and
above
we
have
allocated
no
design
yet!
One
person
day
=
800€
in
budget
9. › Which
is
more
critical
a
“Let’s
cut
the
working
software
or
UX?
Really.
developmet
budget?”
› Interviewing
5
people
would
be
33%
of
the
development
budget.
10. › Sure…
but
does
that
really
save
money
here?
“Let’s
scope
it
› User
studies
do
not
scale
down:
Running
focus
groups
down
to
make
or
workshops
takes
few
days
it
possible”
each
anyway.
› We
have
to
scope
this
down
anyway
to
do
it
only
with
20k
€.
11. › Yes
the
UX
budget
is
too
small.
“The
UX
budget
› Nevertheless,
that
is
what
is
too
small!”
the
customer
was
willing
to
pay.
This
is
their
budget.
“We
should
not
› Should
we
take
the
project,
then?
accept
this
› Can
we
make
the
project!”
newsreader
with
a
5k€
UX
budget?
With
no
user
research!
Futurice
6/12/12
11
12. › Is
this
the
first
newsreader
app
in
the
world?
› Have
we
done
newsreader
apps
before?
Should
we
do
› Does
the
customer
have
this
already
the
UX
for
5k€?
done
on
some
other
platform?
› Are
we
users
ourselves?
In
~6
days?
› Is
this
a
familiar
customer?
› What
features
does
the
customer
want?
How
simple
is
it?
› Are
we
familiar
with
the
platform
UI
guidelines?
13. World
of
a
difference:
~5k€
~50k€
Porting
an
existing
app.
Creating
from
scratch.
“You
guys
did
a
great
job
with
the
Android
newsreader
for
our
company.
“We
want
something
previously
unseen
in
the
world
of
newsreaders.
We
do
not
Could
you
do
the
same
reader
for
iOS
know
what
it
is.
It
will
be
a
tool
for
stock
as
well?
It
will
be
for
public
use
to
market
analysts
and
investors.
This
accompany
our
newspaper.”
would
be
a
good
first
project
between
our
companies.”
14. Our
25
latest
mobile
cosnumer
apps
are
rated
4.2
in
average.
Amount
of
user
studies
varies,
but
it
is
never
what
schoolbooks
would
expect.
15. How
is
it
possible
to
make
successful
software
without
emphasizing
user
studies?
16. • Observation
• Literature
• Existing
studies
• Focus
groups
Eliciting
• Design
for
myself
user
reqs
• Common
sense
User
• Social
distance
participa Designer
as
user
• Lead
users
tion
What
shapes
• Participatory
design
the
product,
• Professional
• User
testing
and
its
UX
experience
design?
Designer
Existing
• Existing
trends
as
• Shared
visions
among
cultural
• UI
genres
professio designers
• Metaphores
and
genres
Tech
&
nal
associations
• Use
practices
compone
nts
• Existing
UI
components
• Existing
platform
APIs
• Existing
content
Adapted
from
Hyysalo
2011.
17. Bechmark
competition
and
reverse
engineer
user
reqs.
Ask
the
customer
to
tell
about
the
users.
Eliciting
Do
we
have
specific
user
domain
user
reqs
knowledge?
How
much
does
it
cost?
User
Does
the
customer
know
their
Is
it
worth
it?
participa Designer
customers?
User
testing
is
often
worth
it.
as
user
Are
we
gathering
user
data
tion
What
shapes
after
launch?.
the
product,
and
its
UX
How
experienced
is
our
designer?
design?
Designer
Existing
Have
we
done
these
kinds
of
as
products/services?
Is
this
rocket
science?
cultural
professio Are
we
learning
enough?
What
is
the
“metaphor”
of
the
genres
design?
Tech
&
nal
Are
we
using
well-‐known
compone
conventions?
nts
What
is
the
platform?
What
is
the
back-‐end?
What
are
the
UI
guidelines?
What
are
the
customer’s
brand
Adapted
from
Hyysalo
2011.
guidelines?
18. New
ideas
Familiar
Consumers
Plenty
of
Customer
Complex
Large
Strategy
domain
user
data
new
to
agile
service
organization
documents
5
5
4
4
3
3
2
2
1
1
0
0
1
1
2
2
3
3
4
4
5
5
Concept
Unknown
Specific
No
user
Customer
Single
Small
Gfx
for
ready
domain
users
data
knows
agile
functionality
organization
coding
18
19. New
ideas
Familiar
Consumers
Plenty
of
Customer
Complex
Large
Strategy
domain
user
data
new
to
agile
service
organization
documents
5
p”
5
4
“Mobile
ap 4
3
3
2
2
1
1
0
0
1
1
2
2
“ERP
3
app”
3
4
4
5
5
Concept
Unknown
Specific
No
user
Customer
Single
Small
Gfx
for
ready
domain
users
data
knows
agile
functionality
organization
coding
19
20. New
ideas
Familiar
Consumers
Plenty
of
Customer
Complex
Large
Strategy
domain
user
data
new
to
agile
service
organization
documents
5
5
4
4
3
3
2
2
1
1
0
0
1
1
2
2
3
3
4
4
5
5
Concept
Unknown
Specific
No
user
Customer
Single
Small
Gfx
for
ready
domain
users
data
knows
agile
functionality
organization
coding
The
20k€
newsreader
20
21. › Is
the
designer
also
a
user?
› Has
the
designer
done
newsreaders?
› Has
the
designer
worked
with
this
customer?
› Does
iOS
have
clear
guidelines?
› Does
the
customer
have
clear
visual
&
brand
guidelines?
› Is
a
newsreader
app
a
common
product?
› Can
we
re-‐use
the
design
from
existing
products?
› Can
the
customer
give
us
good
feedback
on
behalf
of
the
end-‐users?
›
Can
we
do
the
UX
design
for
5000€?
›
Sure
we
can!
22. › User
studies
are
expensive.
They
are
not
always
worth
the
cost.
› Take
advantage
of
other
factors
shaping
the
UX:
› The
designer
as
a
user.
Key
points
› The
designer
as
a
professional
with
experience.
› Existing
UI
patterns,
guidelines
&
components.
› Obvious
use
patterns
and
practices.
› Consulting
other
people
who
know
the
users
(e.g.,
product
owner)
23. User
Studies
are
a
Waste
of
Money…
…under
specific
circumstances.
25. Discussion
point
1:
We
need
more
understanding
on
what
shapes
the
design
of
technology
and
how
to
apply
that
into
design.
26. The
Multi-‐Dimensional
Space
Experience
of
designer
Enterprise
system
for
XY
ERP
for
X
Mobile
app
for
ZZ
Online
service
for
WZ
Web
page
for
G
ERP
for
XXY
#
of
featur Enterprise
system
for
XX
es
Domain
familiarity
Mobile
app
for
XY
Online
service
for
X
ERP
for
XXY
Mobile
app
for
ZZ
ERP
for
Z
27. Theory
Practice
• Social
construction
of
technology
• Ethnography,
ethnomethods
• Qualitative
&
quantitative
approaches
• Use
practices,
domestication
of
tech
• Design
research
This
should
be
a
rapid
cycle!
• Empirical
data
on
projects
• Case
studies
• Real
world
context
• Views
of
professionals
• Reality
check
28. Discussion
point
2:
Real
user
knowledge
is
created
after
launch.
From
waterfall
to
agile/lean.
29. User
studies
as
guesswork
Business
Research
Develop Mainten
objectives
&
Design
ment
ance
x
months
Several
user
studies
6/12/12
based
on
actual
use
29
