While some organizations are still grappling with moving to Agile or hiring their first UX Designer, others are moving fast to embrace methods that have been proven to generate success. Are you still creating product roadmaps? Are you investing in understanding your customers? Are your technology platforms built for experimentation? Come hear how organizations are achieving success, and how you can help your organization move in the right direction.
This presentation was originally given at the Big Design Conference in Dallas, TX on 9/19/2015
11. “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
12. I’m listening to @jeremyjohnson -
Trends in Product Design: Outcomes,
Understanding Customers, and Building
for Experiments #bigd15
Tweet me
14. 2015 $280 Million
2006 $1 Billion
http://www.dallasnews.com/business/columnists/mitchell-schnurman/20140426-buyout-blahs-at-sabre-7-years-and-a-lot-more-debt.ece
1996 Launched
15. 2015 $120 Million
2005 $1.2 Billion
http://skift.com/2014/12/16/bravofly-to-acquire-lastminute-com-for-120-million/
1998 Launched
19. Focusing on projects vs. Outcomes
Not involving customers vs. Being customer centric
Tech as support vs. Tech as experiments
Product Design Issues…
30. Focusing on projects vs. Outcomes
Not involving customers vs. Being customer centric
Tech as support vs. Tech as experiments
Product Design Issues…
35. Product Managers are Taking my Job:
Confessions of a UX Designer
http://unbreakablepo.com/page/2/
36. A Process for Empathetic
Product Design
“The discipline of
product management
is shifting from an
external focus on the
market, or an internal
focus on technology,
to an empathetic
focus on people.”
https://hbr.org/2015/04/a-process-for-empathetic-product-design
41. 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/
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45. “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/
64. •Incentivized to deliver a feature (not the outcome)
•No ownership in solving the problem (feature has been
decided)
•No way to really test and learn
With Roadmaps…
65. We need to reduce the onboarding time
for our product.
I’m super excited about running some
experiments to achieve this goal!
#2
66. •Judged on the outcome
•Owns the solution
•Has the ability to experiment to the right solution
With Scorecards…
67. “We are stubborn on
vision. We are flexible
on details.”
- Jeff Bezos
70. “You’re not managing a
product. You’re managing
the problem it solves.”
“Your job is to deeply understand the
problem that your product aims to solve then
chase the moving goal of solving every nuance
of that problem.”
So you want to manage a product?
https://medium.com/managing-digital-products/so-you-want-to-manage-a-product-c664ba7e5138
71. “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
77. Are you doing research?
Are you a customer centric organization?
78. “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”
80. Revealing Reality
Observe to understand
We observe your users in their “habitats,” whether that’s an o
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.
Stakeholder Interviews Contextual Inquiries
Data Analysis
Insights &
Opportunities
81. Focused Innovation
Bring the solution into focus
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.
Generate
New Concepts
Validate Concepts with Users
User-Validated
Concept
82. Building & Evolving
Design & develop user-centered software
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.
User Stories
Design
Development Testing
Iterative
Releases
Analytics &
Digital Marketing
Launch
84. UX has moved from a practice of
creating screens, to creating a shared
understanding of your customer’s
behavior via/ @jeremyjohnson #bigd15
Tweet me
86. Do you think of UX as…
Tools
Paint
Strategy
Process
Photoshop
Sketch
HTML
Looks Good!
Make it blue.
On Brand!
What should we build?
What do our customers need?
Where can we be effective?
What is your hypothesis?
What methods do we use?
How are we synthesizing the data?
Patterns
Buttons!
Interactions
flows
87. Do you think of UX as…
Tools
Paint
Strategy
Process
Photoshop
Sketch
HTML
Looks Good!
Make it blue.
On Brand!
What should we build?
What do our customers need?
Where can we be effective?
What is your hypothesis?
What methods do we use?
How are we synthesizing the data?
Patterns
Buttons!
Interactions
flows
88. Do you think of UX as…
Design Genius Creates Success?
The Process of Understanding
Customer Needs Creates Success?
vs.
90. “If you look at your Product Designer as someone
that makes your solution look presentable, look
again. She is there to help you identify, investigate,
and validate the problem, and ultimately craft,
design, test and ship the solution.”
https://medium.com/@ericeriksson/what-is-product-design-9709572cb3ff
92. “User research means spending time with the
users of our products and services to understand
who they are, what they’re doing, how they live their
lives, and create a picture of these people who will be
using the things that we’re trying to design and
develop so we can bring that into our teams and
make sure that we’re designing/developing the
right things for people”
https://gdsengagement.blog.gov.uk/2015/09/03/periscope-about-user-research-for-gov-uk/
96. “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/
97. “The single most important attribute of any Product Manager
worthy of the title is a fanatical devotion to the customer
(and no, we’re not talking about Monty Python’s Spanish
Inquisition). The customer, and more specifically the end-
user, should be the North Star for whatever a Product Manager
does, says, plans, or thinks about…
…and to know the customer, you have to engage with them
on a regular basis.”
http://www.cleverpm.com/2015/09/09/what-makes-a-good-product-manager/
www.cleverpm.com
98. “However, the more we share our work in progress, using a
variety of testing methods at every stage of design, the
more input we can get from the people the design is for.
Multiple research methods ensure that we receive diverse
feedback; and more diverse feedback helps our products
better meet our users’ needs.”
http://alistapart.com/article/sharing-our-work-testing-feedback-in-design
99. Fast Path to a Great UX: Increased Exposure Hours
“It's the closest thing we've found to a silver bullet…”
“The solution? Exposure hours. The number of hours
each team member is exposed directly to real users
interacting with the team's designs or the team's
competitor's designs. There is a direct correlation
between this exposure and the improvements we see
in the designs that team produces.”
https://www.linkedin.com/pulse/fast-path-great-ux-increased-exposure-hours-jared-spool
100. https://www.usertesting.com/blog/2015/09/02/empathy/
“It starts with the cardinal rule of UX: you are
not your user. UX is about how someone else
feels about your product or brand. No matter
how much you hope they’ll feel a certain way,
how they actually feel is what matters.
And while that’s easy to say, it takes some
effort to do.”
103. “..would-be entrepreneurs, designers, and coders
should all get out of the office and into the field
more often. "It’s the Achilles’ heel of the tech
industry," he says of the armchair tendency. "It’s easy
to think you can sit at your computer and come up
with the next big thing."
104. 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://www.nngroup.com/articles/ux-without-user-research/
109. The Case for Talking to Users in the Age of Big Data
“Observing users in person provides you with data that
surveys and behavioral data simply can’t, just as
surveys and behavioral metrics provide you with data
and reliability that qualitative work can’t. You need both
— and you need to do both well”
https://medium.com/@mgallivan/the-case-for-talking-to-users-in-the-age-of-big-data-bca4159e9620
110. “As I watched Pedroia take infield practice, grabbing throws from
Kevin Youkilis, the team’s hulking third baseman, and relaying them
to his new first baseman Casey Kotchman, it was clear that there
was something different about him. Pedroia’s actions were
precise, whereas Youkilis botched a few plays and Kotchman’s
attention seemed to wander. But mostly there was attitude:
Pedroia whipped the ball around the infield, looking annoyed
whenever he perceived a lack of concentration from his
teammates.”
121. 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.
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122. 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
127. Experimentation is the foundation of the scientific
method, which is a systematic means of exploring the
world around us. Although some experiments take place in
laboratories, it is possible to perform an experiment
anywhere, at any time, even in software development.
Practicing Hypothesis-Driven Development[1] is thinking
about the development of new ideas, products and services
– even organizational change – as a series of experiments
to determine whether an expected outcome will be
achieved. The process is iterated upon until a desirable
outcome is obtained or the idea is determined to be not viable.
http://barryoreilly.com/2013/10/21/how-to-implement-hypothesis-driven-development/
133. “…at Netflix, they ported Webkit to the PS3 just to be
able to test, release, build measure learn; they were
able to release 4 different PS3 experiences on the
same day to test”
http://giffconstable.com/2013/06/bill-scotts-paypal-qcon-talk-putting-a-brain-on-agile/