User Experience Design

User (UX)
Experience Design
Friday, October 20, 2017
3M Design Presentation
at the University of Wisconsin, Eau Claire Campus

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2. All Rights Reserved.19 October 2017© 3M 3M Confidential.
Hello!
My name is
Rothanak Chhoun
(“ROT-na”) (“chon”)
And I’ve been doing UX for almost 10 years!

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About me (as a kid)
• Born in San Diego, CA
• Lived in Long Beach, CA
• Lived one year in Fresno, CA
• Moved from Southern CA to Northern MN
I was here.

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About me (as a teenager)
• Graduated from Warroad HS
• Received A.A.S. Degree in Communication Art & Design
from Alexandria Technical College
• Received B.F.A. Degree in Graphic Design
from University of North Dakota
Now I’m here.

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About me (non-relevant work)
• Previous work experience:
• Grocery store clerk
• Factory line worker
• Teacher’s Aide
• Computer Support Specialist
• Door-to-door book salesperson
• (PCA) Personal Care Attendant
• AFSCME member within NHED-affiliated colleges
• Research Lab Technician (published)
Non-Asian me.

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About me (actual relevant work)
• Previous work experience:
• Video, film & broadcast designer for Creative Edge
• Graphic designer for Ad Monkeys
• Graphic designer for Riley Hayes Advertising
• Transitioned to interaction designer, then UX designer
while at Riley Hayes
• UX Information Architect for Thomson Reuters
• Focused on Information Architecture and
Web Usability & Accessibility

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About me (as an adult?)
Currently Lead UX Designer for Health Care Business Group (HCBG) at 3M Design.

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About 3M Design UX (HCGB)
• Supports 6 divisions within HCBG:
• Oral Care Solutions Division (OCSD)
• Critical & Chronic Care Solutions Division (C3SD)
• Food Safety Division (FSD)
• Infection Prevention Division (IPD)
• Drug Delivery Systems Division (DDSD)
• Health Information Systems (HIS)
* Active support denoted in bold

“So what is UX Design?”

Is it a job title?
A set of technical skills?
The answer is not so simple.

Disciples of UX:
Communication Design
Computer Science
Content Strategy
Industrial Design
Information Architecture
Interaction Design
Motion Design
Human Factors
UX Roles:
Visual Designer
Software Developer/Engineer
Content Strategist
Industrial Designer
Information Architect
Interaction Designer
Motion Designer
Usability Analyst
Business Analyst
Experience Architect
Product Designer
User Researcher
Source: https://visual.ly/community/infographic/computers/disciplines-user-experience-design

How I define it (personally)…
UX Design = 3 Methods

UX design is a method of Doing.
What is UX Design?

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UX design is the process used to determine
what the experience will be like when a
user interacts with your product.”
Laura Klein
Principal at Users Know, Author of “UX for Lean Startups”
“

The (In)famous Design “Squiggle”
Source: http://cargocollective.com/central/filter/Squiggle/The-Design-Squiggle

“Chaos” to “Clarity’
Source: https://www.interaction-design.org/literature/article/bad-design-vs-good-design-5-examples-we-can-learn-frombad-design-vs-good-design-5-examples-we-can-learn-from-130706

Source: https://www.becomingminimalist.com/google-minimalism-and-150-billion-dollars/
Yahoo Search (April 22, 1999) Google Search (April 22, 1999)

LUX Smart Temp
Programmable Thermostat TX500E
Nest Learning Thermostat

Let’s try a quick experiment.
How would you design for yourself…
A chair.

What things would you consider?
What steps would you take?

“Double Diamond” Method
Source: https://medium.com/digital-experience-design/how-to-apply-a-design-thinking-hcd-ux-or-any-creative-process-from-scratch-b8786efbf812

Discover

Discover Define

Discover Define Develop

Discover Define Develop Deliver

Design Thinking Process
Discover Define Develop Deliver
Design Cycle

Discover Define Develop Deliver Discover Define Develop Deliver
Design Cycle Design Cycle

Discover Define Develop Deliver Discover Define Develop Deliver Discover Define Develop Deliver
Design Cycle Design Cycle Design Cycle

What things did you consider?

Size?
Color?
Materials?
Ergonomics?
Features?

Did you consider how it gets built?

How do you ensure it’s right?

Learn to design the right thing
so you can design things right.

Practicing Design Thinking
Source: http://www.designkit.org/methods
Techniques
• Conduct personal interviews
• Conduct group interviews
• Conduct expert interviews
• Perform card sorting exercises
• Perform observations
• Conduct experience immersion
• Create journey maps & personas
• Create frameworks
• Create concepts
• Develop prototypes
• Co-create

UX design is a method of Being.
What is UX Design?

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UX design is the process of designing
a solution that considers all the needs
of the user.”
Brent Summers
Director of Marketing at Digital Telepathy
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What chair did you envision?
One person’s expectation

What chair did you envision?
Other people’s expectations
One person’s expectation

How do we know what people want?

Designing for Empathy (User-centered Design)
Source: https://www.interaction-design.org/literature/article/empathic-design-is-empathy-the-ux-holy-grail

Designing for Empathy
...the ability to understand and identify with another
person's context, emotions, goals, and motivations.”
Whitney Quesenbery
Co-founder of Center for Civic Design, Author of ”Storytelling for User Experience”
“

“Bad” Empathy – Google Glass
Source: https://www.interaction-design.org/literature/article/design-thinking-getting-started-with-empathy
Perceived Value
Provides users the ability to perform
various hands-free digital actions through
an augmented-reality experience.
Reality
Wearing a bulky device on a person’s face
and issuing voice commands to it is still
socially awkward; few users would be
brave enough to risk that type of
embarrassment. How was this NOT a fashion trend?

“Good” Empathy – Embrace Warmer
Perceived Value
Ultra-portable incubator which can be wrapped
around an infant and be used while the infant is
held in the mother’s arm, alleviating the need to
send babies to far-off hospitals.
Reality
Direct work with mothers in remote village
settings created empathy needed to realize the
right solution was more than just designing a
portable incubator machine.
Seriously… read more about these guys

Designing for Empathy
Techniques
• Assume a beginner’s mindset
• Ask What-How-Why
• Ask the 5 whys
• Conduct interviews with empathy
• Build empathy with analogies
• Use photo and video user-based studies
* Most commonly used techniques are in bold
• Use personal photo and video journals
• Engage with extreme users
• Story share-and-capture
• Bodystorm
• Create journey maps & personas

Journey Map
Source: https://uxmastery.com/how-to-create-a-customer-journey-map/

Personas
Source: http://www.keepitusable.com/blog/?tag=benefits-of-personas

UX design is a method of Being.
UX design is a method of Thinking.
What is UX Design?

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It’s design with an awareness of every
touchpoint that makes up the overall
experience with your product or service.”
Joshua Porter
Co-founder of Rocket Insights, Founder of Bokardo
“

Service Design & Ecosystem Thinking
Source: http://www.uxbooth.com/articles/designing-digital-strategies-part-2-connected-user-experiences/

What is Service Design?
Source: https://www.nngroup.com/articles/service-design-101/
Service design is the activity of planning and organizing a
business’s resources (people, props, and processes) in order
to (1) directly improve the employee’s experience, and (2)
indirectly, the customer’s experience.”
Nielsen Norman Group
“

What is Service Design?
Source: https://www.nngroup.com/articles/service-design-101/
Frontstage
Channels
Products
Touchpoints
Interfaces
Backstage
Policies
Technology
Infrastructures
Systems

Service Blueprint
Source: http://www.factotum-design.co.uk/service-design/

What is Ecosystem Thinking?
Ecosystem thinking is not limited to the products and
services provided by a company. The users are already part
of an ecosystem of information, people, products, services,
and channels…”
“

Ecosystem Model
The users themselves
The people with whom they interact
The information they use and share
The services available to them
The devices they use
The channels through which they communicate
Users
Information
Devices
People
Services
Channel

Ecosystem Model
Services and products don’t exist in isolation so we shouldn’t design them like they do either…
One single touch-point
in a large ecosystem
Users usually engage with a
number of services and processes
to reach their goal
Therefore, improving one
single service cannot lead to
disruption

Ecosystem Model
… We need to create
a new pathway across
traditional services.”
“

Ecosystem Design Process
Understand Current
Ecosystem
Identify Pain Points Develop the Desired UX

“So what is UX Design?”

What is UX Design?
UX design is a
method of Doing.
UX design is a
method of Being.
UX design is a
method of Thinking.
Design Thinking
Design Things Right
Empathy Design
User-Centered Design
Service Design
Ecosystem Thinking

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[UX] Design is not a skillset.
It’s a mindset.”
Ross Popoff-Walker
Digital Product Designer at Google
“

Thank you!
Rothanak Chhoun
Lead User Experience Designer
3M Design, Health Care Business Group
rchhoun@mmm.com
rothanak.chhoun@gmail.com
@rothanakchhoun
https://www.linkedin.com/in/rothanakchhoun/
3M
https://www.3m.com
3M Design
https://www.3m.com/design

User Experience Design

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