The presentation by Jess McMullin emphasizes the importance of using methods over rigid methodologies to achieve user experience success in web 2.0 projects. Key points include recognizing risks in web 2.0 adoption, understanding user needs through value-centered design, and employing various methods to foster collaboration among teams. Ultimately, it advocates for a toolbox approach to enhance project outcomes by aligning user experiences with business objectives.

1. Why Methods Trump Methodology and Other Execution Secrets for User Experience Success DigitalNow 2007 presented by Jess McMullin nForm User Experience | www.nForm.ca April 13, 2007

2. aka “Removing Roadblocks for 2.0 Success”

3. aka “everything Jess knows about good web projects in 90 minutes or less”

5. The Tie and the Turtleneck

6. Turtleneck

7. Tie

9. The limitless opportunity of Web 2.0…

10. Blue sky

11. Blue Sky Barrier

12. Reference: “The Chaos Chronicles”, The Standish Group, 2003. 51% Challenged 34% On time On budget 15% Cancelled 66% Failure Rate

13. 66%

14. That’s 2 out of 3 projects

15. Top risks in Web 2.0 adoption Buzzword Compliance Build It and They Will Come Syndrome All problems solved by Web 2.0 Hammer 2.0

16. The toolbox approach – why methods trump methodology

17. Some stories

18. A very large international trade association

19. A very large project to enable self service

20. Tagging for members to describe their own skills

21. A public art gallery (with all the right user experience methods)

22. I’m not here to tell scary project stories.

23. I’m here to talk about an opportunity

24. Opportunity 2.0

25. Create a compelling experience

26. Create a compelling experience

27. Create a successful experience

28. Other Sessions Sherry Budziak Steve Mulder Seth Earley Andrew Hinton

29. Roadblocks

30. Executives, Managers, & Team Leads can either create or remove roadblocks.

31. 4 Risks Executive & Business focus on narrow perspective Out of touch with users Wrong tools for the job, use traditional IT or Marketing approaches Teams don’t have right capabilities or responsibilities

32. 2.0 Don Dea

33. 4 Keys Mindsets Skillsets Methods Teams

34. Things I wish all my clients knew already

35. Key #1 MINDSETS

36. Mindset 5 ways to think about design 3 ways to think about experience 1 way of thinking about working (later)

37. 5 Ways to think about Design

38. Design Maturity

39. #1 Unconscious Design »

40. #2 Style »

41. #3 Form + Function »

42. #4 Problem Solving »

43. #5 Framing »

44. To design the right solution we have to define the right problem.

45. 3 Ways to think about Experience

46. #1 Experience of Individuals

47. User Faces

58. Experience is mediated by expectation

59. #2 Experience as Outcome

60. Value Centered Design

61. Successful Experiences are Valuable

62. Value Compels

63. Markets are Conversations really ^

64. Proto 2.0 1999

65. Authenticity & Integrity Rely on Expectations

66. Methods to understand & design for expectations

67. Question from the audience: Hey, are there any people who do that?

68. #3 User Experience as Discipline

69. User Centered Design

70. Elements of UX Jesse James Garrett “The Elements of User Experience”

72. Take a deep breath…. Design Maturity (Unconscious, Style, Form+Function, Problem Solving, Framing) Experience Individual Experience as Expectation Cycle Experience as Value User Experience as Discipline Mindset about working (still ahead)

73. Key #2 SKILLSETS

74. Skillsets Business, Users, Technology, Content User Experience Roles & Skills

75. Value Centered Design

80. 4 UX Skillsets

81. user research

84. information architecture

86. interaction design

88. usability evaluation

90. Specialists are great, but…

91. … really, User Experience as Discipline

92. … means the Discipline to respect User Experience

93. … and avoid abdication.

94. Take a deep breath…. Skillsets (Business, Users, Content, Technology) Compare your organization with your team User Experience Skillsets User Research Information Architecture Interaction Design Usability Evaluation

95. Key #3 METHODS

96. Methods Why methods trump methodology 16 Methods (in 1 minute or less) 1 way of thinking about working (now) 5 Methods (in 5 minutes or less) 6 Principles

97. Let’s play the Price is Right.

98. How much money was bet on the Rational Unified Process?

99. $120,000,000.00

100. $120,000,000.00

101. That’s one hundred and twenty MILLION dollars.

102. Oh.

103. I used to work in an ammunition factory…

104. I can assure you that there are no silver bullets…

105. RUP Macroscope Agile

106. Methodologies are like one-size- fits-all T-shirts . They don’t really fit all that well.

107. Many methodologies are developed to produce economies of scale …

108. … not to produce the best results.

109. Particularly if you’re venturing into new waters like Web 2.0.

110. Instead of methodology: Principles + Methods

112. The toolbox approach – why methods trump methodology

113. UXMethods.com

129. UXMethods.com

131. MINDSET FLASHBACK

132. 1 way of working (finally)

133. Review & Approve

134. Exercise

135. Draw a house

136. Pair Up. Person who’s birthday is next is the reviewer.

137. Review the house. How well does it match the house you drew?

138. Now draw a house together.

139. 5 Methods that mitigate Review & Approve Risk

140. Roadblock Busters

141. 1. Collaborative Affinity Analysis

143. 2. Conversational Sketching

145. 3. Design the Box

146. Design the Box How To Design the Box Create a box for the product, even if it isn’t shipped in a box. Elements for the Box Front: Name Tagline 3 key selling features Imagery / Color / Type (Later) Box Back: Feature Set System Requirements From Jim Highsmith, Cutter Institute

147. 4. Backcasting

148. Backcasting Start here What has to happen? What has to happen before that? Assumptions Assumptions What has to happen before that? Assumptions Assumptions What has to happen before that? How are things right now?

150. 5. Alignment Model

151. Alignment Model

152. How to align user needs, business drivers, and online offerings.

153. 6 principles

154. 1. Codesign

156. 2. Simple

161. 3. Concrete

165. 4. Flexible

166. How Can People Interpret It?

167. 5. Evidence Based

170. 6. Surfaces Agendas

172. 6 principles Codesign Simple Concrete Flexible Evidence-Based Surfaces Agendas

173. Approach

174. Get people working together

175. Peel Back the Layers

177. Partner, Pilot, Publicize

178. Approach Get the right people in the room, work together to create artifacts and models that let them articulate business needs. Peel Back the layers Start small: Partner, Pilot, Publicize

179. Key #4 TEAMS

180. Teams We’re getting near the end How about just 1 model for teams?

181. The nForm Web Management Model

186. RACI Responsible Accountable Consulted Informed

188. In Closing

189. Top risks in Web 2.0 adoption Buzzword Compliance Build It and They Will Come Syndrome All problems solved by Web 2.0 Hammer 2.0

190. The toolbox approach – why methods trump methodology

191. Experience is mediated by expectation

192. Value Centered Design

193. 4 Keys Mindsets Skillsets Methods Teams

194. Review & Approve X

195. Create a successful experience

196. Blue sky Unlock the potential of Web 2.0 for you and your association.

198. Thank You! jess DOT mcmullin AT nform.ca 1.800.670.7025 www.nForm.ca www.slideshare.net/jessmcmullin