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UX Within Design Agencies - UX Cambridge 2017
- 1. UX CAMBRIDGE 2017 UXWithin Design Agencies
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- 3. A’right? I’m Aaron Humphreys. I’ma Digital Product Designer. I’ve been helping companies create digital experiences and engage with their customers for 12+ years. @aarhcreative / aaron@aaron-humphreys.com 👋 3 3
- 4. ‣ Started lifeas a ‘Graphic & New Media Designer’ in 2005, quickly becoming solely digital. ‣ Specialise in Mobile Interaction Design. ‣ Manage a small team of Product Designers & Visual Designers. ‣ Once described as having an “infectious energy”. ‣ Typically, I love post-its. 4 A little more about me…
- 5. And here’s somelogos that make me look impressive… Intro 5 5
- 6. “…COLOURING-IN” Kevin Saunders (MyStep Father) 6
- 7. The struggle isreal! Intro The challenges we face as UX professionals within design agencies may seem quite different to those client side or in-house, however some of the problems remain the same. I’m hoping there's even a nugget of information you can take away to help with your own journey. 7
- 8. Deck Contents Intro 8 1. WhyUX Matters 2. Agency Problems 3. Processes & Deliverables 4. Team Structure 5. Workshops & Activities 6. Quick Wins 7. Final Words 8. The Takeaway
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- 10. Why UX Matters 10 10 UXis a means to drive product innovation and differentiation, as well as to enrich workplace cultures. UX successfully drives a number of mission-critical business key performance indicators including customer engagement, retention, and loyalty. What is UX?
- 11. THE NORMAN DOOR Whenpeople ask about UX, show them… 11
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- 13. Why UX Matters 13 13 ‣Create & validate UX strategies that target and deliver real value to users. ‣ Learn to articulate how UX directly contributes to making the business more successful. ‣ Teach others and help get them onboard Your role as a UX Professional
- 14. UX IS BUSINESS UX= BETTER PRODUCTS UX = HAPPY USERS UX = HAPPIER CLIENTS Proving value and UX is a real thing… 14
- 15. “How can design—somethingthat companies have traditionally assessed according to the taste of a few important people—prove to a company that it’s providing real, measurable value?” Ben Newton - Product Manager and Growth Strategist 15
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- 17. Winter’s coming… Agency? Is thisyou? You work in a design agency or similar environment. You’re frustrated. You feel like a conveyor belt churning out design deliverables and it feels sh*t knowing you can add real value to the business. Yet, CEO’s, Directors & PM’s do not understand the need for User Experience. 17
- 18. Prepare for along battle… Agency? ‣ Introduce the right UXD processes for the business ‣ Lead from the front... not pushing from behind! ‣ Fight for resource & time ‣ More involvement at sale level ‣ More involvement in product definition 18 18 ‣ Introduce workshops with clients ‣ Get in-front of clients ‣ Start to change the culture ‣ Gain access to users and user data
- 19. “The greatest challengeI currently face is gaining access to our users. When a UX team is embedded within an enterprise context, one must work through multiple layers of bureaucracy to get to the end-users.” Jack Moffett - Manager of Apps Development, Inmedius 19
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- 21. 99 Problems #1 UX? 21 Despiteconvincing past conversations, you failed to get your company to understand what UX is.
- 22. In order foryour peers and team members to get onboard, they’ll need to be exposed to the value of UX. #2 Value 22 99 Problems
- 23. Stakeholders or Execs aredisengaged, or worse, they don’t care for ‘design’. The ‘they know best attitude’. #3 Resistance 23 99 Problems
- 24. 24 Budget and resource arenot being effectively assigned to the right departments or teams. 4# Monies! 99 Problems
- 25. Jeff Gothelf -Legend, UX’er & author of Lean UX 25 “There is still a very strong perception at the executive layer that design makes things look good. Even organisations that invest in them still rarely see Design as a strategic partner”
- 26. A typical productdevelopment process 99 Problems: The Conveyor Belt Scope the project Design It Build It Hand it over The project comes in. We spend time scoping out costs, timescales, project docs and specs. We handover the project docs to designers, they do the design bit. They moan a bit. They handover the designs to the Developers. Developers get the designs. They moan a lot. They feel most of the pressure, there’s a bit of scope creep and they churn out code. PM’s hand over the project. It’s sink or swim. We drop the ball and move onto the next project. 26
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- 28. The product ‘onbrief’ but it flops… 99 Problems 28 28 ‣ The product launch was dubbed unsuccessful ‣ The product did not attract mass audience ‣ Customer retention plummets ‣ Acquisition rates remain low despite marketing efforts ‣ The client is now worried ‣ Wasted marketing spend ‣ The team spends hours on superficial fixes ‣ Marketing scratching their heads ‣ Stakeholders considering pulling the plug
- 29. FAILED TO ADDRESS ACTUALUSER PROBLEMS Why did the product fail? 29
- 30. “Every time thereis disagreement about the best approach, suggest testing. Testing is a great way of resolving disagreement. It also establishes a user centric culture. If you suggest it often enough, it will become a mantra that others also adopt.” Paul Boag - User Experience Designer and expert in Digital Transformation 30
- 31. 99 Problems Show themthe failures 31 31 Stakeholders and Executives can’t argue with a video of a user struggling to complete a ‘simple’ task.
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- 34. Processes & Deliverables OurProduct Development Process 34 34 UX STRATEGY USER RESEARCH INTERACTION DESIGN VISUAL DESIGN BUILD
- 35. Processes & Deliverables TheIterative Design Methodology 35 35 1. RESEARCH 2. DESIGN 3. BUILD 4. TEST 5. LAUNCH ‣ It’s an iterative cycle! ‣ Works in Agile environments ‣ Repeat until desired outcome ‣ Great for prototyping, testing, analysing, and refining a product ‣ Not always feasible with Waterfall
- 36. Product Development Deliverables 36 UXSTRATEGY ‣ Vision & Objectives ‣ Process, Tools & Methods ‣ Touchpoint Design ‣ Service Design ‣ Gap Analysis ‣ UX Deliverables ‣ Roadmaps USER RESEARCH ‣ Surveys ‣ Field Studies ‣ Competitive Analysis ‣ User Testing ‣ Usability Studies ‣ Behavioural Studies ‣ User Personas INTERACTION DESIGN ‣ User Journey Mapping ‣ User Flows ‣ Information Architecture ‣ Sketches ‣ Wireframes ‣ Interactive Prototypes ‣ Wireflows ‣ Sitemaps VISUAL DESIGN ‣ Brand Application ‣ Typography ‣ Colour Palettes ‣ Iconography ‣ UI Components ‣ Style Guides ‣ Image Style Processes & Deliverables
- 37. Our UXD Process ClientDeliverable or Sign Off Internal Iterative UXD Review Development Discovery User Research User Journey 2. Client Sign Off 3. Final Content 4. Client Sign Off1. Client Sign Off UXD ReviewClient Involvement Wireframes Wireframe Wireflow Low-Fidelity Prototype Iterative UXD Review Dev Review Handover Dev Kick Off VIsual Design (UI) High-Fidelity Prototype Iterative UXD Review 37 Processes & Deliverables
- 38. 38 A document, presentation,artifact, or diagram that is shared with an audience for the purpose of communicating UX. The deliverable itself is the method of documenting UX work that has been done. Processes & Deliverables What is a UX Deliverable?
- 39. 39 Convincing Prescriptive Understandable 3 keyfactors for successful UX Deliverables Processes & Deliverables
- 40. User Flows (FlowCharts, Task Flows, User Journeys) 40 Processes & Deliverables ‣ Top-level navigation ‣ Helps define logical tasks ‣ Detail interaction points and functionality ‣ Overview of complex journeys ‣ Conceptualise user model ‣ Validate design decisions
- 41. Wireframing 41 Processes & Deliverables ‣Skeletal framework of a product ‣ Consider information hierarchy ‣ Arrangement of UI elements ‣ Outline top-level navigation ‣ Detail expected functionality
- 42. Prototyping 42 Processes & Deliverables ‣Paper, low, high-fidelity & Interactive ‣ Tangible representation of the final product ‣ Validate your design decisions ‣ Good to get stakeholder buy-in ‣ Usability Testing (remote or lab)
- 43.
- 44. Team Structure Main Responsibilities UI/UXDESIGNER PRODUCT DESIGNER 44 VISUAL DESIGNER ‣ Branding ‣ Brand Appliance ‣ Interface Design ‣ Iconography ‣ Layout ‣ Typography ‣ Colour Palettes ‣ Hybrid role ‣ IA & Wireframes ‣ Flowcharts & Wireflows ‣ Sketching & Prototypes ‣ User Personas ‣ Style Guides ‣ Component Libraries ‣ Design Patterns ‣ Frameworks ‣ Micro-interactions UX DESIGNER ‣ Stakeholder Interviews ‣ Customer Analysis ‣ User Journeys ‣ Flowcharts & Wireflows ‣ User Personas ‣ IA & Wireframes ‣ Sketching & Prototypes ‣ Surveys & Field Studies ‣ User Testing ‣ Data Analysis ‣ Hybrid role ‣ Branding ‣ Visual Design ‣ Interaction Design ‣ Style Guides ‣ Component Libraries ‣ Design Patterns ‣ Frameworks ‣ Micro-interactions
- 45. Team Structure Popular JobTitles 45 45
- 46. The Success Framework TeamStructure 46 46 Product Strategy UX Strategy UX Design
- 47. Internal Structure &Positions Team Structure Junior Product Designer Middleweight UX Designer Senior UX Design Lead Head of UX 47 47
- 48.
- 49. Design Reviews Workshops &Activities 49 ‣ Iterative process ‣ Evaluate existing content or user flows with user needs ‣ Discuss design patterns and UI components ‣ Brand & UI consistency ‣ Rapidly identify quick fixes ‣ Make notes for actioning
- 50. Namestorming Workshops & Activities 50 ‣Generate a wide-set of ideas ‣ Get the team involved ‣ Team building exercise ‣ Throw nothing out! ‣ Try word association ‣ Make it fun!
- 51. Post ups Workshops &Activities 51 ‣ Great for clients to get involved ‣ Customer & user insights ‣ Greater understanding for the users’ journey ‣ Detail top-level tasks ‣ Discuss and detail web services and data
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- 53. Some Senior AccountDirector, Global ad agency “In our agency, we used what was known as the ‘blue boat’ method to deal with clients who had an ego-driven-need to make changes to any work presented to them. The ‘blue boat’ was code for something superfluous inserted into a design, in the full knowledge and expectation that it will be removed.” Quick Wins 53 The Blue Boat
- 54. Identify who outof your team needs to be involved in a project during design. Whether that’s internal design reviews, discovery sessions or meetings with clients. Organising meetings without certain people can be a good thing, just keep them in the loop and report back. Quick Wins 54 Too many chefs spoil the broth
- 55. Even the moststructured design departments and stringent processes won’t stop a ‘Clive’, a Senior Manager derailing a project or throwing in their two cents. Identify who the real decision makers are at the start of the process and get them engaged. Quick Wins 55 Talk to the real decision maker
- 56. My Groups -No Content No groups - CTA to create a new group 1.0 My Groups > Add Group - Select Users select members from a list of their followers. 2.0 Members List Users are presented with a list of current members. 1.0 My Groups > Add Group - Selected Once selected, members are added to a new cell above the list. More than 5+ members will cause the cell to be scrollable. 2.1 Members List - Options Members of a group are able to leave a group via the 'more' button option. 1.1 My Groups > Add Group - Search Users are able to search for members either by first/last name or username. 2.2 Members List - Admin Admin users have extended group functionality. 1.2 N As ad 1 NEW GROUP MANAGE / EDIT GROUP Close Close CloseClose Close Close Ask user to confirm action via actionsheet Manage Members Group Name When meeting with difficult clients or Project Managers who have their own ideas over design or UX take some time to prepare both design solutions and back it up with data or rationale as to the reasons why your solution is more efficient or user-centred. Quick Wins 56 Prove why your the expert…
- 57. UX & Designis serious business, but that doesn’t mean it needn’t be fun. By injecting humour you’ll not only win over your peers and the client but you’ll also improve your users’ experience greatly! Quick Wins 57 Have it fun!
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- 59. YOU ARE NOT ALONE WOLF 59
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- 61. “82% of UXprofessionals collaborate with other team members on the deliverables they produce.” NN/g Group 61
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- 65.
- 66. PAY ATTENTION TO WHATUSERS DO, NOT JUST WHAT THEY SAY 66
- 67. IDEAS & BRAINSTORMS ARENOT ENOUGH! 67
- 68.
- 69. YOU ARE THENEW SUPERHEROES 69 Legend - Neil DeGrass Tyson
- 70. Need help withyour project? Get in touch! @aarhcreative / hey@aaron-humphreys.com Thank you! 🤘