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Nick Fine - Scientific Design

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Presented at UX Brighton 2019, 1st November 2019

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Nick Fine - Scientific Design

  1. 1. Nick Fine UX Brighton 2019 Scientific Design
  2. 2. @doctorfine @Nick Fine
  3. 3. 1996 BSc (Hons) Psychology | heavy MUDding | Worms Armageddon | C&C 2004 MSc Human Computer Interaction with Ergonomics 2009 PhD Human Computer Interaction, Personalisation | Eve Online 2010 User Experience Executive, LV= 2011 Senior User Experience Consultant, Redweb 2013 Head of User Experience, SAS/MSLGROUP 2014 Lead User Experience Architect (contract), Virgin Media 2016 Lead User Experience Architect (contract), Camelot & VML London 2017 Lead User Researcher (contract), Home Office 2018 Lead User Researcher (contract), Eurostar & Greater London Authority ACADEMIC STUPIDITY COMMERCIAL UX EXPERIENCE 2019- Lead User Researcher (contract), Shell EARLY COMPUTING INTERNET PIONEERING 1997 Senior Technical Consultant, Demon Internet DOTCOM BOOM 1998 Head of Technical Pre-Sales, Internet Network Services 1999-03 Chief Technical Officer, EO plc 1999-03 Technical Advisor, New Media Spark plc 1985 First modem. Hacked UK car manuf., bank and florist on BBC Model B | Elite 1991 Active member on SFnet, coffee table network in San Francisco 1979 First computer, Tandy TRS-80. First console, Atari 2600 PSYCHOLOGY! 1990 Introduced first computing, Mac 2SE & Filemaker Pro at Marvel Comics UK
  4. 4. 1996 BSc (Hons) Psychology | heavy MUDding | Worms Armageddon | C&C 2004 MSc Human Computer Interaction with Ergonomics 2009 PhD Human Computer Interaction, Personalisation | Eve Online 2010 User Experience Executive, LV= 2011 Senior User Experience Consultant, Redweb 2013 Head of User Experience, SAS/MSLGROUP 2014 Lead User Experience Architect (contract), Virgin Media 2016 Lead User Experience Architect (contract), Camelot & VML London 2017 Lead User Researcher (contract), Home Office 2018 Lead User Researcher (contract), Eurostar & Greater London Authority ACADEMIC STUPIDITY COMMERCIAL UX EXPERIENCE 2019- Lead User Researcher (contract), Shell EARLY COMPUTING INTERNET PIONEERING 1997 Senior Technical Consultant, Demon Internet DOTCOM BOOM 1998 Head of Technical Pre-Sales, Internet Network Services 1999-03 Chief Technical Officer, EO plc 1999-03 Technical Advisor, New Media Spark plc 1985 First modem. Hacked UK car manuf., bank and florist on BBC Model B | Elite 1991 Active member on SFnet, coffee table network in San Francisco 1979 First computer, Tandy TRS-80. First console, Atari 2600 PSYCHOLOGY! 1990 Introduced first computing, Mac 2SE & Foxbase at Marvel Comics UK
  5. 5. • Definitions: UX Design and Science • Hypothesis testing • Scientific principles and their application • Structured creativity • Hypothesis sprints • Sharing What we’ll be covering
  6. 6. DEFINITIONS
  7. 7. WHAT IS UX DESIGN?
  8. 8. The process of achieving optimal interaction HIGH LEVEL
  9. 9. The conversion of user needs into experience LOWER LEVEL
  10. 10. The process of achieving optimal interaction through the conversion of user needs into experience COMBINED
  11. 11. WHAT IS SCIENCE?
  12. 12. Science is a systematic method for acquiring knowledge
  13. 13. Science is a systematic method for acquiring knowledge
  14. 14. Science is more than a body of knowledge, it is a way of thinking Carl Sagan
  15. 15. WHAT IS SCIENTIFIC DESIGN?
  16. 16. Scientific design is applying scientific knowledge and principles throughout the design process
  17. 17. RIGOR OBJECTIVITY IMPARTIALITY HUMILITY “You are not the user” Be a scientist not an expert Cognitive biases STRUCTURE Methodical progression EVIDENCE Data driven Attention to detail, confidence
  18. 18. RIGOR VALIDITY RELIABILITY AND OBJECTIVITY IMPARTIALITY HUMILITY “You are not the user” Be a scientist not an expert Cognitive biases STRUCTURE Methodical progression EVIDENCE Data driven Attention to detail, confidence
  19. 19. RIGOR VALIDITY RELIABILITY AND OBJECTIVITY IMPARTIALITY HUMILITY “You are not the user” Be a scientist not an expert Cognitive biases STRUCTURE Methodical progression EVIDENCE Data driven Attention to detail, confidence SUCCESSFUL
 DESIGN
  20. 20. WHY IS SCIENCE IMPORTANT? • Knowing with confidence • Real insight • Products and services that perform well
  21. 21. WHY IS SCIENCE IMPORTANT? • Does it work as intended? • Is it liked? • How is it used? • Is it meeting needs? • Is it used as designed? • Is there any appetite? • How can it be improved?
  22. 22. SCIENCE IS THE LENS THROUGH WHICH WE DISTINGUISH FACTS FROM FICTION SCIENCE
  23. 23. SCIENCE IS THE LENS THROUGH WHICH WE DISTINGUISH TRUTH FROM LIES SCIENCE
  24. 24. SCIENCE IS THE LENS THROUGH WHICH WE DISTINGUISH REALITY FROM OPINION SCIENCE
  25. 25. SCIENCE
  26. 26. SCIENCE
  27. 27. DESIGN v SCIENCE THIS ISN’T ABOUT SCIENCE DESIGN
  28. 28. DESIGN v SCIENCE THIS ISN’T ABOUT
  29. 29. DESIGN + SCIENCE THIS IS ABOUT SCIENCE DESIGN
  30. 30. DESIGN + SCIENCE THIS IS ABOUT
  31. 31. DESIGN + SCIENCE THIS IS ABOUT
  32. 32. DESIGN + SCIENCE = KILLER UX
  33. 33. TODAY I’M GOING TO SHOW YOU HOW TO ADD SCIENCE TO YOUR UX
  34. 34. TODAY I’M GOING TO SHOW YOU HOW TO ADD SCIENCE TO YOUR UX + = UX DESIGNERS SCIENCE SUPER UXers!
  35. 35. TODAY I’M GOING TO SHOW YOU HOW TO ADD SCIENCE THINKING TO YOUR DESIGN THINKING + = DESIGN THINKING SCIENCE THINKING GODMODE
  36. 36. BUT WHAT DOES THIS ALL HAVE TO DO WITH UX DESIGN?
  37. 37. HYPOTHESIS SCIENCE IS ABOUT TESTING
  38. 38. HYPOTHESIS
  39. 39. IDEA
  40. 40. HYPOTHESIS = IDEA
  41. 41. IDEA SCIENCE IS ABOUT TESTING
  42. 42. STRUCTURED IDEA SCIENCE IS ABOUT TESTING
  43. 43. SCIENCE = STRUCTURE
  44. 44. MYTH: STRUCTURE IS THE ENEMY OF CREATIVITY
  45. 45. MYTH: STRUCTURE KILLS INNOVATION
  46. 46. MYTH: STRUCTURE STIFLES IDEATION
  47. 47. REALITY: STRUCTURE SUPPORTS CREATIVITY
  48. 48. REALITY: STRUCTURE INFORMS INNOVATION
  49. 49. REALITY: STRUCTURE FEEDS IDEATION
  50. 50. But I don’t have a PhD
  51. 51. !tt YOU DON’T NEED A PhD TO DO SCIENCE!!
  52. 52. !tt ANYONE CAN DO
 SCIENCE!
  53. 53. !tt EVERYONE SHOULD DO
 SCIENCE!
  54. 54. Science is more than a body of knowledge, it is a way of thinking Carl Sagan
  55. 55. Science thinking
  56. 56. How do you think like a scientist?
  57. 57. Neil deGrasse Tyson’s FIVE SIMPLE RULES How do you think like a scientist?
  58. 58. QUESTION AUTHORITY 1 No idea is true just because someone says so, including me
  59. 59. THINK FOR YOURSELF • Question yourself • Don’t believe anything just because you want to • Believing something doesn’t make it so 2
  60. 60. TEST IDEAS BY THE EVIDENCE GAINED FROM OBSERVATION AND EXPERIMENT If a favourite idea fails a well-designed test, it’s wrong - get over it 3
  61. 61. FOLLOW THE EVIDENCE
 WHEREVER IT LEADS If you have no evidence, reserve judgement 4
  62. 62. REMEMBER: YOU COULD BE WRONG Even the best scientists have been wrong about some things (Newton, Einstein…every other great scientist in history - they all made mistakes. Of course they did. They were human) 5
  63. 63. Science is a way to keep from fooling ourselves, and each other Carl Sagan
  64. 64. QUESTION AUTHORITY1 No idea is true just because someone says so, including me • Challenge digital dinosaurs • Challenge agile pod in retro • Challenge methodologies • Challenge existing documents • Challenge user researchers • Challenge agency work • Challenge authors • Challenge standards • Challenge product owners • Challenge other designers
  65. 65. How do you know that?
  66. 66. How did it test?
  67. 67. What was the methodology?
  68. 68. How many users in the sample?
  69. 69. Questioning authority, challenging the status quo, creates the room to test ideas that might improve the current situation
  70. 70. Questioning authority, challenging the status quo, creates the room to test ideas that might improve the current situation GENUINE TRANSFORMATION BETTER WORKING LIVES FOR US BETTER LIVES FOR OUR USERS
  71. 71. Questioning authority, challenging the status quo, creates the room to test ideas that might improve the current situation GENUINE TRANSFORMATION BETTER WORKING LIVES FOR US BETTER LIVES FOR OUR USERS
  72. 72. Questioning authority, challenging the status quo, creates the room to test ideas that might improve the current situation GENUINE TRANSFORMATION BETTER WORKING LIVES FOR US BETTER LIVES FOR OUR USERS
  73. 73. THINK FOR YOURSELF2 • Question yourself • Don’t believe anything just because you want to • Believing something doesn’t make it so Challenge yourself Challenge your own preconceptions Work on opening your mind further Insist on evidence Challenge that evidence too
  74. 74. TEST IDEAS BY THE EVIDENCE GAINED FROM OBSERVATION AND EXPERIMENT3 If a favourite idea fails a well-designed test, it’s wrong - get over it 1 2 3
  75. 75. TEST IDEAS BY THE EVIDENCE GAINED FROM OBSERVATION AND EXPERIMENT3 If a favourite idea fails a well-designed test, it’s wrong - get over it 1 2 3EVIDENCE EVIDENCE EVIDENCE
  76. 76. FOLLOW THE EVIDENCE WHEREVER IT LEADS4 If you have no evidence, reserve judgement 1 ? ?REVISE AND ADAPT IDEA REVISE AND ADAPT IDEA
  77. 77. REMEMBER: YOU COULD BE WRONG5 Avoid talking in absolutes Stay humble Challenge and expect to be challenged Learn to recognise good challenges Champion v Challenger
  78. 78. AGILE IS A MODERN
 DAY PROJECT
 DELIVERY STRUCTURE
  79. 79. …BUT AGILE IS
 OFTEN APPLIED
 VERY POORLY
  80. 80. …BUT AGILE IS
 OFTEN APPLIED
 VERY POORLY
  81. 81. …BUT AGILE IS
 ALMOST ALWAYS APPLIED
 VERY POORLY
  82. 82. …BUT AGILE IS
 ALMOST ALWAYS APPLIED
 VERY POORLY
  83. 83. HOW CAN AGILE
 WORK BETTER FOR
 UX DESIGNERS? QUESTION:
  84. 84. HYPOTHESIS SPRINTS ANSWER: 1 2 3
  85. 85. 1 2 3 DESIGN IDEA SPRINTS ANSWER:
  86. 86. Agile = Learn Make Test Repeat
  87. 87. Agile = Learn Make Test Repeat
  88. 88. Agile = Learn Make Test Repeat
  89. 89. Agile = Learn Make Test Repeat
  90. 90. Agile = Learn Make Test Repeat
  91. 91. Sprint
  92. 92. Learn
  93. 93. Make
  94. 94. Test
  95. 95. Make
  96. 96. Test
  97. 97. Sprint Cycle
  98. 98. Sprint Cycle THIS IS EFFECTIVELY SCIENCE
  99. 99. 1 2 3 Ongoing sprint cycles
  100. 100. 1 2 3 4 5 6 7 8 9 10 11 12
  101. 101. THIS IS USER CENTRED DESIGN
  102. 102. USER RESEARCH INFORMS DESIGN…
  103. 103. …CONTINUALLY
  104. 104. DESIGN IDEA SPRINTS
  105. 105. IDEA 1 IDEA 1a IDEA 1a IDEA 1b IDEA 1c IDEA 2 IDEA 3 IDEA 3a IDEA 3b IDEA 3c IDEA 3d IDEA 3e
  106. 106. ROUTE 1 ROUTE 1a ROUTE 1a ROUTE 1b ROUTE 1c ROUTE 2 ROUTE 3 ROUTE 3a ROUTE 3b ROUTE 3c ROUTE 3d ROUTE 3e
  107. 107. …BUT WAIT, WE'RE ALREADY DOING THAT?
  108. 108. WARNING SIGNS
  109. 109. FEATURE-CENTRIC INSTEAD OF NEEDS-CENTRIC
  110. 110. CHECKBOX ACTIVITY
  111. 111. ROLLBACK PANIC
  112. 112. EFFECTIVE DESIGN IDEA SPRINTS
  113. 113. 1. DEFINE THE IDEA IN SPRINT PLANNING • involve entire team, not just design • work with user research and content to define research activity to support design
  114. 114. 2. AGREE FEEDBACK METHODOGY • agree feedback and testing methodologies with user research and web analytics • agree success criteria with product owner and rest of team
  115. 115. 3. MORE RIGOR, MORE CONFIDENCE • don’t be afraid to repeat tests • repeat sample • bigger sample • different geography • different socio-economics • different contexts • different accessibility needs • increased diversity
  116. 116. 4. ENSURE STRUCTURED MVT ACTIVITY • beware of MVT fishing expeditions • structure avoids rollback panic
  117. 117. 5. COMPARISON • Good old fashioned manual A/B testing • Within groups versus between groups
  118. 118. INNOVATION PROJECTS OPTIMISATION PROJECTS Make something new Make something better IDEA “TOP DOWN” “BOTTOM UP” IDEA
  119. 119. INNOVATION PROJECTS OPTIMISATION PROJECTS Make something new Make something better IDEA “TOP DOWN” “BOTTOM UP” IDEA INSIGHT INSIGHT
  120. 120. INNOVATION PROJECTS OPTIMISATION PROJECTS Make something new Make something better IDEA “TOP DOWN” “BOTTOM UP” IDEA “Did the idea work?” “What’s wrong?”
  121. 121. HOW CAN SCIENTIFIC DESIGN HELP BE THE CATALYST FOR TRANSFORMATION?
  122. 122. SHOW NOT TELL: HIGH VISIBILITY IDEA TESTING
  123. 123. SHOW NOT TELL: HIGH VISIBILITY WHITEBOARDING
  124. 124. SHOW NOT TELL: MAKE SHOWREELS FOR STAKEHOLDERS
  125. 125. TAKEAWAYS
  126. 126. TAKEAWAYS• Practice applying scientific principles in your thinking • Constantly think in ‘idea testing’ terms • Print out Neil deGrasse Tyson’s 5 Principles and live by them • Challenge everything • Try design idea sprinting • Make designing for user needs your new guiding light • The science is in the structure, structure keeps you safe • “Show don't tell” all idea testing activity and results
  127. 127. Nick Fine @doctorfine nick@nickster.com Questions and thanks :)

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