FITC events. For digital creators. Save 10% off ANY FITC event with discount code 'slideshare' See our upcoming events at www.fitc.ca OVERVIEW Start thinking about user experiences differently. Use job stories that acknowledge causality and stop designing based on assumptions and imaginary attributes. Design in context by defining user motivation instead of outcomes. Look at how people currently solve problems or interact with products to create feature or UI solutions that have real meaning and empathy. Using cause and effect scenarios, this session will help you learn to write for events by defining motivation instead of implementation. OBJECTIVE To learn to build better user experiences. TARGET AUDIENCE Digital practitioners who build user experiences in project scrums. FIVE THINGS AUDIENCE MEMBERS WILL LEARN How to move beyond traditional user stories and personas How to write/design a job story How to use job stories for decision making The importance of prototyping for decision making How to focus on motivation when designing user experience

1. your UX is not my UX
fitc web unleashed 2015
@andrewsmyk

2. @andrewsmyk

3. @andrewsmyk
What is the scenario?

4. @andrewsmyk
What about the user?

5. @andrewsmyk

6. @andrewsmyk

7. UX Process: Simplified
Strategy
Research
Analysis
Design
Production
@andrewsmyk

8. Research & Analytics

9. Outcomes?

10. User Story
As a <type of user>, I want <some goal> so that <some reason>.
@andrewsmyk

11. User Story
As a shopper, I want to order cheap tickets so that I can go on vacation.
@andrewsmyk

21. User Story
As a <persona>, I want <action> so that <expected outcome>.

22. User Story
As a parent, I want order pizza (online) so that I can feed my kids.

23. Job Story
When <situation>, I want to <motivation> so I can <expected outcome>.

24. Context and Causality
When my kids have hockey practice, I want to feed them quickly so I can
prevent after school HANGRINESS and get to the arena on time.

25. Context and Causality
When my kids have hockey practice, I want to feed them quickly so I can
prevent after school HANGRINESS and get to the arena on time.

26. Motivations = Solutions

27. Motivations = Solutions

28. Motivations = Solutions

29. Extreme Use Case

30. Focus on Motivations
https://www.flickr.com/photos/andercismo/2349098787

31. Why, When, Where?
https://www.flickr.com/photos/andercismo/2349098787

32. Add Contextual Information
Use Real People Not Personas
Add Forces or Friction To Motivations
When <situation>, I want to <motivation> so I can <expected outcome>.

33. Example:
UX Designer
Front End Designer
Product Manager
App Developer

36. which users are you
designing for?
@andrewsmyk

37. @andrewsmyk
https://www.flickr.com/photos/tease2010/6017051264
don’t focus on who or how
look for the why?

38. @andrewsmyk
https://www.flickr.com/photos/tease2010/6017051264

39. Mad Science?

41. Reorder Button

42. Motivations: Pizza App - order last order button
Craving:
• looking forward to having pizza
• reminder
• stimulus
• taste
Want:
• don't want to cook
• minimal effort
• easy
• no thought
Emotional:
• pizza will make me feel better
• frustrated
• event driven

43. Design Silo

44. Practice User Interface Kung fu

45. Protect the User from Themselves

47. Remember

48. UX is subjective

49. UX is personal

52. Questions?

53. Thank You!
@andrewsmyk

54. your UX is not my UX
fitc web unleashed 2015
@andrewsmyk