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UXDX Amsterdam - Assumptions & Principles; Underrated UX Methodologies, by John Buckley, June 6th 2018
- 1. RESEARCH & STRATEGY PROPOSAL ASSUMPTIONS & PRINCIPLES; UNDERRATED UX METHODOLOGIES @HeresJohnnie @Frontend_UX JOHN BUCKLEY
- 3. Consulting for teams & products Helping in-house teams design, not just their products, but their processes.
- 5. Problem to Vision ASSUMPTIONS DOCUMENT PRODUCT DESIGN PRINCIPLES
- 9. Assumptions Document A working document listing all unverified statements or beliefs. A device to create culture changeWARNING Assumptions Ahead
- 10. Step 1 Gather Assumptions Step 2 Challenge Assumptions Step 3 Repeat
- 11. Document all assumptions “Customers prefer…” “Nobody will pay for …” “This type of product needs …” “I’m sure there’s a JavaScript plugin that’ll …” “We can all see that market is growing…” “Users will want a seamless the flow …” “Users will understand …” Assumptions Document
- 12. Gathering Assumptions: • Maintain easy-to-access, editable live spreadsheet • Have someone responsible for maintaining document • Empower entire team to identify and add assumptions Assumptions Document
- 13. Prioritise Assumptions; 1. How critical is this assumption? Could the user/task fail because of it. 2. How many cases does this assumption affect? If it is a small number, do we need to uncover it immediately? 3. How difficult is it to answer? Assumptions Document
- 14. Challenging Assumptions: 1. Word assumptions as statements 2. Decide testing method 3. Consider validation metric 4. Conduct research Assumptions Document
- 15. WHAT - A spreadsheet to guide research & inquiry WHY - Ensure scrutiny of held beliefs that could derail the project, and provide a shared understanding HOW - Identify assumptions, document and order them, challenge them & keep the document maintained over the lifetime of the project. Assumptions Document @HeresJohnnie
- 17. Problem to Vision PRODUCT DESIGN PRINCIPLES
- 19. Design Principles are Guiding lights These are the things you: -base decisions on, - vet any ideas against and - inspire your designers. Product Design Principles
- 21. Product Design Principles Memorable | mental touchstones for business & design teams Concise | easy to grasp, with optional sub-statements Relatable | emotive and instantly understandable Insight-driven | informed by user research Universal | feature-, platform-, and channel-agnostic Differentiating | not obvious or commonly held intentions Complementary | together they should tell a story Guiding | useful for decision making @HeresJohnnie
- 22. Product Design Principles Principles of Design “More is less” (white space) “Consistency is key” Team/Org Design Principles “Start with User needs” “Build digital services, not websites”
- 23. Product Design Principles One word principles “Transparent” “Universal” Paragraphs Ideally, principles should be concise statements* *sub-statements optional
- 24. Product Design Principles Obvious Goals “Easy to use” “Aesthetically pleasing” Process Principles “All group members will complete allocated tasks, at least, at the minimum required level of quality”
- 25. Product Design Principles Help your design teams make tough decisions GOV.UK This is for everyone “Accessible design is good design. Everything we build should be as inclusive, legible and readable as possible. If we have to sacrifice elegance — so be it. We’re building for needs, not audiences.”
- 26. Product Design Principles Challenge your team AirBnB “Design as the ‘mutual friend’” City of New York “Make Government Simple”
- 29. 1. Wear it during sex 2. Easy to Learn & Teach 3. Make better use of data 4. Less stuff Product Design Principles
- 30. Product Design Principles “Wear it during sex People will be wearing the product 24/7. Make the product elegant, discreet, and comfortable” • Worn all day long • Sweat can’t be an issue • Movement can’t affect it’s performance • People must feel confident/comfortable with it
- 31. GREAT DESIGN PRINCIPLES ARE LIKE GREAT SEX EVOCATIVE UNIFYING MEMORABLE SCARCE @HeresJohnnie
- 32. ASSUMPTIONS & PRINCIPLES; UNDERRATED UX METHODOLOGIES @HeresJohnnie @Frontend_UX JOHN BUCKLEY
Editor's Notes
- Lecturer, UX Designer
- UX CONSULTING since 1998 (1st in Europe) Based in Dublin, work all over the world Software, finance and healthcare… More recently we have been using design to shape business processes.
- Well designed processes lead to successful end design solutions
- I’ve been asked to speak about the early stage of a project; Rather than talk about about the value of conducting research, which I am sure you all already are familiar with, I want to talk to you about two underrated and underutilised tools that can help move from problems to visions
- These tools bookend this phase of the design project. Both are designed to be inclusive tools which wider team own and work from
- “I think a lot of designers in the room will relate to this meme. A lot of times, we’ll have created an evidence-based solutions, before other team members or stakeholders chim in with something like this…”
- …. There’s nothing more dangerous than this guy! Of course, the most dangerous phrase here is “I think”. Building projects upon assumptions can be expensive and dangerous. AD’s help identify & reduce potentially fatal assumptions.
- An assumption document gives the team a tangible place to sort and understand what needs to be tested and verified. But more than anything else, - it can help foster a culture of identifying assumptions, and - reduce risk of being sidetracked by false opinions. - It also can help shape and prioritise research decisions that need to be made.
- The repeat is important; this is not just for the very beginning of the project but something you could work from throughout
- Typically, factual (and particularly definite) statements are all due to be assumptions until proven true. Sometimes it’s difficult to acknowledge our internal thoughts are indeed assumptions. Train team to identify assumptions (even internal, personal beliefs. Commonly divided into: User, Business, & Technical Assumptions The idea is to document all assumptions, at the start of the project this can be intensive but as it continues it can prove to be an incredibly valuable experience
- Don’t let the document die; Add assumption statements throughout the process The document needs to be relevant to everyone
- The key to these documents is using them to challenge or validate assumptions. Methods include: User research Stakeholder research / engaging dev team User testing / A/B Testing Secondary research Critical at the start, ALIGNING teammembers but can be helpful across a product lifecycle
- Takeway slide (/Trello)
- So my thoughts on these principles are evolving as I read more about them and get to engage with them
- Difference between McDonalds (speed, consistency, value) and a fancy burger restaurant (unique, comfortable, experience)
- 1. 2. There are a lot of bad or inappropriate product design principles. These are GOV.uk’s Design Principle; somewhat valuable but not what we are discussing (process?)
- These are from Facebook’s design principles NOT GOOD; they are difficult to relate to, are not emotive, and on there own are pretty meaningless The essence of design principles is that they should be yardsticks for the entire team to recall and measure against. Need to be memorable for them to be useful.
- These don’t need to be stated, what product seeks to be difficult to use or ugly. Principles should be specific to this org and this project. Challenge the design team to go further. “If this is as deep as your insights get…” …a design principle students of mine once submitted. True to their promise the group did indeed complete their allocated tasks to the minimum level required.
- … which is a powerful direction for their design team and clear direction to follow.
- AirBnB is not Booking.com; Booking.com doesn’t feel trustworthy, you know they want you to book whatever page you’re on, AirBnB manages to do everything possible to ensure you are confident to book on their site – but always in a way that makes you feel like they are simply introducing you to someone they know or recommend.
- Memorable & Measurable. You can imagine the effect that type of guidance would have on the end solution. This is when people are at their most vulnerable My final takeway…
- They should be, … but ultimately they are…