Top Three Modern Product Trends

top three modern  
product trends
#1 design as an investment
#2 product decisions should be based on evidence
#3 empowering small teams

@jeremyjohnson
Director of User Experience, Dallas Ofﬁce
jeremy.johnson@projekt202.com

“Uncover user needs,  
Design great solutions,  
and build to launch.”

User-centered design can be characterized as a
multi-stage problem solving process that not only
requires designers to analyze and foresee how
users are likely to use a product, but also to test
the validity of their assumptions with regard to
user behavior in real world tests with actual
users. Such testing is necessary as it is often very
difﬁcult for the designers of a product to
understand intuitively what a ﬁrst-time user of
their design experiences, and what each user's
learning curve may look like.
http://en.wikipedia.org/wiki/User-centered_design
User-Centered Design

The Elements of User Experience
A basic duality: The Web was originally conceived as a hypertextual information space;
but the development of increasingly sophisticated front- and back-end technologies has
fostered its use as a remote software interface. This dual nature has led to much confusion,
as user experience practitioners have attempted to adapt their terminology to cases beyond
the scope of its original application. The goal of this document is to define some of these
terms within their appropriate contexts, and to clarify the underlying relationships among
these various elements.
Jesse James Garrett
jjg@jjg.net
Visual Design: graphic treatment of interface
elements (the "look" in "look-and-feel")
Information Architecture: structural design
of the information space to facilitate
intuitive access to content
Interaction Design: development of
application flows to facilitate user tasks,
defining how the user interacts with
site functionality
Navigation Design: design of interface
elements to facilitate the user's movement
through the information architecture
Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Functional Specifications: "feature set":
detailed descriptions of functionality the site
must include in order to meet user needs
User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site
Content Requirements: definition of
content elements required in the site
in order to meet user needs
Interface Design: as in traditional HCI:
design of interface elements to facilitate
user interaction with functionality
Information Design: in the Tuftean sense:
designing the presentation of information
to facilitate understanding
Web as software interface Web as hypertext system
Visual Design: visual treatment of text,
graphic page elements and navigational
components
Concrete
Abstract
time
Conception
Completion
Functional
Specifications
Content
Requirements
Interaction
Design
Information
Architecture
Visual Design
Information Design
Interface Design Navigation Design
Site Objectives
User Needs
User Needs: externally derived goals
for the site; identified through user research,
ethno/techno/psychographics, etc.
Site Objectives: business, creative, or other
internally derived goals for the site
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)
that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a
user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
task-oriented information-oriented
30 March 2000
© 2000 Jesse James Garrett http://www.jjg.net/ia/

15 YEARS
Design Research
User Experience
Visual Design
Interaction Design
Design Thinking
User Validation
Usability

http://www.brownwebdesign.com/blog/dont-be-in-a-rush-to-be-a-specialist

http://www.inuse.se/blogg/ux-mognaden-i-sverige-2014-och-hur-du-tar-dig-till-nasta-niva-inuseful/

Companies that invest in
Design perform better
than those that don’t.
Trend #1

http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/

https://twitter.com/DesignUXUI/statuses/563738777596608513

“At Nike, a large and well-resourced design function
reports directly to CEO, Mark Parker, who early in his
tenure was a designer himself.”
“Using human-centered design methods,
inspiration for the company’s signature products is
drawn directly from its cadre of famous and not-so-
famous practicing athletes, with whom the
designers directly interact to devise authentic
performance innovations and style updates.”
http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/

"The datacenter has not yet had it’s ‘iPhone moment’, but it will
soon. The user interface on the iPhone transformed how we
interact with mobile devices. As a company, we’re going to
make that happen in the datacenter."
https://mesosphere.com/2014/12/03/mesosphere-acquires-h1-studios/

http://www.humanfactors.com/coolstuff/roi.asp

http://www.sapcampaigns.de/us/UX_Calculator/
Productivity | Training | Data Quality | Solution Accuracy
ROI

http://experience.sap.com/designservices/

http://experience.sap.com/designservices/approach

http://techcrunch.com/2014/10/02/adaptive-path-acquired-by-capital-one/

https://www.capitalonelabs.com/#/news

http://www.bizjournals.com/dallas/blog/morning_call/2014/11/apple-cofounder-applauds-capital-ones-new.html

http://www.ibm.com/design/?lnk=msdDS-daib-usen

“IBM Design emerges as the new standard-setter for
user experience. Hundreds of designers and interface
developers start to transform the development process
through deeper understanding of the people who use
IBM products and how they use them.”
http://www.ibm.com/smarterplanet/us/en/innovation_explanations/article/phil_gilbert.html

After the TV
Source: @kpcb @johnmaeda @heif #DesignInTech
http://kpcb.com/design
Before the TV After the PC
and Laptop
In the age of Mobile ...
Tech is no longer for Tech-ies, because Mobile is for Everybody (Right) Now
The smartphone revolution brought design’s value into the foreground. We want to do in our palm, while walking, what we used to do
on a big screen while sitting down at a desk. The interaction design challenges presented by that shift are huge.
21

Source: @kpcb @johnmaeda #DesignInTech
Text
22
8AM 4PM
once in
the morning
once in
the evening
User Experience matters so much, because we are Experiencing so much.
A pain point can become a “pain plane” on mobile. That’s a lot of ouch.
150 unlocks = checking your phone every 5.6 minutes
one interaction, one “ouch” just two ouch points
The mobile paradigm should be thought of as “the always with you and in your face” paradigm. For that reason, a bad design will not just hurt
once, but the hundreds of times you might use the bad design in a single day. That’s a lot of unnecessary “ouches.”
http://www.kpcb.com/internet-trends

Design is a cost.
To leverage design successfully in tech, don’t spray design on at the end.
B E G I N N I N G M I D D L E E N D
D E S I G N AT T H E V E RY E N D
( o r “ C O S M E T I C S U R G E RY ” )
D E S I G N A S “ B A K E D - I N ”
$
$ $ $ $
DES I GN
Start with design, rather than just end with it.
an investment.
Source: @kpcb @johnmaeda @wsj #DesignInTech
http://blogs.wsj.com/accelerators/2014/02/21/john-maeda-three-principles-for-using-design-successfully/
13

Product decisions should
be based on evidence.
(and design research is here to help you)
Trend #2

I know what to do!
We need to build X with Y features based on my
years of experience here at the company!

Will you design this for me?
Sure, I’ll use this verbatim!

Will you design this for me?
*&!@*(^

Will you build this for me?
Sure, I’ll use this verbatim!

http://www.mindtheproduct.com/

http://www.mindtheproduct.com/2014/11/leisa-reichelt-changing-organisations-to-improve-products/
“…highlights the
importance of
reducing the
distance between
the people
designing the
product and making
decisions about
them and the
people who use
them, through
increased research
and team
participation in that
research.”

Creating a steady stream of data.
Qualitative Quantitative

Qualitative Quantitative
Analytics
A/B Testing
Clickstream
404 Testing
Surveys “Voice of Customer”
NPS
Experian
Contextual Inquiries
Personas
Journey Maps
Workflow Diagrams
Affinity Diagramming
Validation Testing
Usability Testing

Quantitative
Analytics
A/B Testing
Clickstream
404 Testing
Surveys “Voice of Customer”
NPS
Experian

Insights &
Opportunities
Data Analysis
Revealing Reality
Observe to understand
Contextual InquiriesStakeholder Interviews
We observe your users in their “habitats,” whether that’s an oﬃce, a
home, or a shopping mall. We have a proven methodology that
uncovers what drives your users, so we can create innovation that ﬁts
their lives.

“I read a user manual once”
“I’ve watched some videos”
“I’ve sat with actual users”
“I read the Marketing Research”
“I once had that job” “I’ve had users in the lab”

http://www.nngroup.com/articles/ux-without-user-research/

User experience cannot exist without users. Creating user interfaces
involves intricate and complex decisions. User research is a tool that can
help you achieve your goals.
Even the most well thought out designs are assumptions until they are
tested by real users. Different types of research can answer different types
of questions. Know the tools and apply them accordingly. Leaving the user
out is not an option.
UX - U = X

http://blogs.wsj.com/accelerators/2014/02/19/braden-kowitz-why-you-should-listen-to-the-customer/

“Investing in user research is just about the only way to
consistently generate a rich stream of data about customer
needs and behaviors. As a designer, I can’t live without it. And
as data about customers flows through your team, it informs
product managers, engineers, and just about everyone else. It
forms the foundation of intuitive designs, indispensable
products, and successful companies. So what are you waiting
for? Go listen to your customers!”
- Ventures

“Meeting ever-increasing consumer expectations requires senior
executives to place design at the center of business strategy.”
“What a user-centered approach enables companies to do is to take
insights into the consumer decision journey and the marketplace and
convert them into products and services customers actually want…
 
In the new competitive marketplace, designing “usable” is just table
stakes. Customers now expect products and services to be not only
usable but also useful and desirable.”
http://www.mckinsey.com/insights/marketing_sales/what_every_executive_needs_to_know_about_design

“Users should be a part of the design
process from the very beginning to help
validate concepts and refine final direction.
Your team needs to be open to
experimenting and taking risks and then
quickly learning and iterating…”
http://www.mckinsey.com/insights/marketing_sales/what_every_executive_needs_to_know_about_design

“A success indicator for an
entrepreneur is not about how
hard you work, it's about how well
you know your customers”
- Ben Horowitz

http://designmind.frogdesign.com/blog/sxsw-lean-startup-for-big-brands.html

SXSW: Lean Startup for Big Brands
“…In actuality, there is never a guarantee that customers are
going to get excited when a new product is brought to market.
In our work, we employ a number of tools to eliminate that
uncertainty as much as possible, often through consumer
research or validation testing…”
“…while a startup has nowhere to go but up, known
companies risk brand erosion with the release of a
substandard product to the market. We encourage clients to
distill innovations to the most valuable, tangible, and
deliverable attributes for initial launch but not to compromise
on the intended experience…
…Overtime, the company can add features and
functionality, but the overall experience begins and
remains excellent.”
http://designmind.frogdesign.com/blog/sxsw-lean-startup-for-big-brands.html

“I can launch this
app in three
months”
“This solution will
launch in 18 months”
vs.

Opportunities
Matrix
Personas Scenario Design
Journey Maps
Contextual
Inquiries
KANO Study
A/B Testing
Concept
Validation
Prototyping

“The company, for example, did a study of 8,292 people in
eight cities, examining morning routines.”
“With this data in hand, Ikea came up with a freestanding
mirror that has a rack on the back for hanging clothes and
jewelry. The Knapper…”
“Even surveying 8,292 people doesn’t always get you the right
answer. The problem is that people lie. Ydholm puts it more
delicately. “Sometimes we are not aware about how we
behave,” he says, “and therefore we can say things that maybe
are not the reality. Or it could be that we consciously or
unconsciously express something because we want to stand
out as a better person. That’s very human to do it like that.””
http://fortune.com/ikea-world-domination/

I have some ideas… But I need to validate
them with our users so that I can make an
informed decision.

Small, autonomous product
teams can really get your
organization moving.
Trend #3

“Agile methods like Scrum and XP
both rely on a close and collaborative
relationship and continual
interaction with the customer – the
people who are paying for the
software and who are going to use
the system.”
http://swreﬂections.blogspot.com/2012/02/agiles-customer-problem.html

http://scaledagileframework.com/ux

http://scaledagileframework.com/ux
“…a small, centralized UX design team who
provides the basic design standards and
preliminary mock-ups for each UI, but the teams
have team-based UX implementation experts for
the implementation.”

“…methodologies like Scrum — have no mechanism
for determining if they’re building the right feature and
whether that implementation is designed well and/or
worth improving.”
http://www.jeffgothelf.com/blog/agile-doesnt-have-a-brain/

“MVP should be a polished slice of
your experience, that meets the basic
needs of your customers.
By launching you’ll learn what they do
with your product - and use that
learning to prioritize enhancements
going forward”

Co-Located, autonomous, metrics driven

A throwback to their days with Jeff Bezos
at Amazon, projects are assigned to "two
pizza teams," groups of engineers small
enough for them to be fed on two large
pies. "We want the team to be flat and
allow everyone to communicate with
each other," Rajaraman says.
http://www.fastcompany.com/1811934/walmartlabs-brings-two-pizza-team-startup-culture-walmart-empire

Designers Developers
Product Owner
(mini-CEO)
Project Manager

# of developers
# of UX designers

https://twitter.com/jjg/status/565613568314572801

Devs like Designers after they get their first taste.

Shipping Software
Based on Priority to
achieve metrics
To the Right
Customers
To Meet their Goals.
Research what to
build…
Learn from
Shipping…

“Center of Excellence”
UX Leadership
Research
Enterprise Design Language

http://www.businessweek.com/articles/2014-01-10/how-ihops-new-menu-design-gets-customers-to-spend-more

http://www.slideshare.net/jysimon/product-tankparis-jysimon16may2013

Sign-up Abandonment
Getting First Task
Repeat Usage
Duration in App
Conversion
Traffic

“fail fast” is actually better
framed as “experiment fast.”
The most effective innovators
succeed through
experimentation.
http://www.uxbooth.com/articles/fail-fast-fail-often-an-interview-with-victor-lombardi/
- Victor Lombardi

http://en.wikipedia.org/wiki/Freeman_Dyson
Freeman Dyson

Freeman John Dyson FRS is an English
American theoretical physicist and
mathematician, famous for his work in
quantum electrodynamics, solid-state physics,
astronomy and nuclear engineering.

“Say something about failure in experiments or
businesses or anything else.  
What's the value of failure?”
http://www.wired.com/wired/archive/6.02/dyson.html?pg=7&topic=
1998

“You can't possibly get a good
technology going without an
enormous number of failures. It's a
universal rule. If you look at
bicycles, there were thousands of
weird models built and tried before
they found the one that really
worked. You could never design a
bicycle theoretically. Even now, after
we've been building them for 100
years, it's very difficult to understand
just why a bicycle works - it's even
difficult to formulate it as a
mathematical problem. But just by
trial and error, we found out how to
do it, and the error was essential. The
same is true of airplanes.”

“So you're saying just go ahead and try stuff and you'll
sort out the right way.” 
“That's what nature did. And it's almost always
true in technology. That's why computers never
really took off until they built them small.”

“Why is small good?” 
“Because it's cheaper and faster, and you can
make many more. Speed is the most important
thing - to be able to try something out on a
small scale quickly.”

“Fail fast.” 
“Yes. These big projects are guaranteed to fail
because you never have time to fix everything.”
1998

Design is an investment, and has proven success 
Product decisions should be based on evidence 
Small teams should work together to improve metrics

1. Determine a product-market fit by seeking signals
from communities of users.
2. Identify behavioral insights by conducting
ethnographic research.
3. Sketch a product strategy by synthesizing complex
research data into simple insights.
4. Polish the product details using visual representations
to simplify complex ideas.

““Before we deal with world domination, let’s back up.” I
help people walk back up the ladder to get to: Who’s the
user? What problem are you solving for the user? Does
your proposed solution actually solve that problem—
and how can you answer that? Then, how can you
answer that faster?”
http://how.co/the-right-questions-to-ask-before-you-build-software/

Generate
New Concepts
User-Validated
Concept
Validate Concepts with Users
We put insights into action, developing concepts for innovation based
on what we understand about your audience. We create a grounded
vision for the product and design principles to guide it through the
process of being designed and built.
Focused Innovation
Bring the solution into focus
1

Building & Evolving
Design & develop user-centered software
Launch
Analytics &
Digital Marketing
Development Testing
Iterative
Releases
User Stories
Our cross-functional team of designers and developers works together
to iteratively design, build, test, and validate features that scale and
evolve to meet tomorrow's challenges.
Design

http://poetpainter.com/
Functional (Useful)
Reliable
Usable
Convenient
Pleasurable
Meaning

http://poetpainter.com/
Functional (Useful)
Reliable
Usable
Convenient
Pleasurable
Meaning
Experience Driven
Technology Driven

“The software design
and development
process has changed
for the better”

“Getting everything right
the first time, is hard.”

“UX is a robust
methodology, while
relatively new, is tested
with success”

“You don’t really
know your
customers as well as
you think you do…”

“User Experience has a
large number of
methods to help create
empathy and data for
products teams”

“Empathy and
understanding of users is
key in product success”

“If you’re launching
twelve months from now,  
and are not involving your
customer, that’s a big
gamble…”

“Software is always
evolving, and a mix of
qualitative research,
market research, and
analytics are needed to
improve and prioritize.”

“Talking with one user*
is better than talking
with no users.”

“A well-made product is
not enough. A successful
product must meet the
needs and aspirations of
its users”
IDC Report
Building Experience-Driven software:
Insights for Modern Application Development

Top Three Modern Product Trends

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