Giorgio Venturi discusses the challenges and methods of user experience (UX) design, likening it to solving a puzzle that requires various pieces to fit together. He highlights issues with current client-agency engagement models that often lead to superficial learning and limited user understanding, advocating for longer in-house projects that allow for deeper user engagement and collaboration. Venturi emphasizes the importance of user-centered design principles, such as empathy and building a UX culture within organizations.

1. Session
6B
-­‐
Solving
the
UX
Puzzle
Giorgio
Venturi
User
Experience
Lead
at
blinkbox
giorgio.venturi@gmail.com
@gventuri
#uxpuzzle
@ucduk
#ucd2013
syntagm

2. Doing UX is
like solving a
puzzle…

3. Doing UX is
like solving a
puzzle…
… so many little
pieces that
need to fit
together

4. … my story …

5. UCD
? ADOPTION
design techniques
research methods

6. UCD
? ADOPTION
design techniques
research methods
management
communication

7. UCD
? ADOPTION
design techniques
research methods
management
UX KPIs
senior
support
competitor
analysis
communication
inside-in
inside-out

8. left research
(2005)
work for
digital & service design
agencies

9. left research
(2005)
work for
digital & service design
agencies
theTeam
Fjord
LBi
(2010)
Closertag

10. left research
(2005)
work for
digital & service design
agencies
theTeam
Fjord
LBi
(2010)
Closertag
(2012)
in-house
blinkbox

11. What I loved
•
•
•
Variety
Fast pace
Stimulation

12. But…

13. … I saw very little
UCD along the way

14. early focus
on
users
early
prototyping
active
user
participation
continuous
iteration
holistic
perspective

15. The client/agency
engagement model is broken
•
No much chance of
understanding user needs
•
Limited iteration

16. Brief
Launch
Evaluation
Client
back to
Start
Agency
Ideation
Design concepts
Development
Design execution

17. Client
Agency
This is your engagement span

18. Brief
Launch
Evaluation
Client
back to
Start
Agency
Ideation
Design concepts
Research
Development
Design execution

19. Brief
Launch
Evaluation
Client
back to
Start
Test
Prototype
Agency
Ideation
Design concepts
Research
Development
Design execution

20. Brief
Launch
Evaluation
Client
back to
Start
Test
Prototype
Agency
Ideation
Design concepts
Research
Development
Design execution

21. Brief
Launch
Evaluation
Client
back to
Start
?
Test
Prototype
Agency
Ideation
Design concepts
Research
Development
Design execution

22. … not great if you are
doing UX agency-side
•
•
Superficial learning
Project fatigue

23. Other people said…
Ross-Popow Walker
UX Design at Digital Agencies is F*cked
Lisa Reichelt
Client/Agency Engagement is F*cked,
Waterfall UX Design is a Symptom

24. Brief
Launch
Evaluation
Client
back to
Start
Agency
Ideation
Design concepts
Development
Design execution

25. Brief
Launch
Evaluation
in-house
back to
Start
Ideation
Design concepts
Development
Design execution

26. Brief
Launch
Evaluation
in-house
back to
Start
Ideation
Design concepts
Development
Design execution

27. Doing UCD in-house
•
•
Longer engagement span
•
More iterations
Deeper understanding of the
user & activities

28. Build
Learn
Measure

29. Brief
Launch
Evaluation
in-house
back to
Start
Ideation
Design concepts
Development
Design execution

30. Brief
Launch
Evaluation
in-house
back to
Start
Ideation
Design concepts
Development
Design execution

31. Doing UCD in-house
•
•
Longer engagement span
•
•
More iterations
Deeper understanding of the
user & activities
Less documentation, more
collaboration

32. What is our
relationship with PM?
UX
PM
overlap

33. Separation of Marketing and
Product disciplines
Marketing
Comms
CRM
Social Media
Product
UX
VD
PM

34. Separation of Marketing and
Product disciplines
Customers
Marketing
Comms
CRM
Social Media
Product
UX
VD
PM

35. Personal challenges
in doing in-house UX
•
•
Monotony
Can generate tunnel-vision

36. agency vs. in-house
Pros
Cons
•
in-house
Variety
Fast-pace
Stimulation
•
agency
•
•
•
Longer engagement
understanding user
needs
Limited iteration
Superficial learning
Project fatigue
Deeper understanding
•
No much chance of
•
•
•
of users & activities
span
More iterations
Less documentation
Deeper collaboration
•
•
•
•
•
Monotony
Can generate tunnel
vision

37. Unique opportunity
•
Create a User Experience
culture

38. UCD
? ADOPTION
design techniques
research methods
management
UX KPIs
communication
inside-in
senior
support
inside-out

39. I’m still a big UCD fan
its principles
go to the roots
of what I believe
is right
serve
the user
bridge
the gap
between people
and technology
help people
achieving things
unimaginable
10-15 years ago

40. 3 guiding principles
•
•
•
Leave your ego at the door
Build your empathy
Weave a UX culture into the
organisation

41. Thank you