ucd 2013 solving the ux puzzle

syntagm

Giorgio  Venturi

User  Experience  Lead  at  blinkbox

Session  6B  -­‐  Solving  the  UX  Puzzle

giorgio.venturi@gmail.com  @gventuri  #uxpuzzle  @ucduk  #ucd2013  

Doing UX is like solving a

puzzle…

… so many little pieces that need to fit together

Doing UX is like solving a

puzzle…

… my story …

design techniques

research methods

UCDADOPTION?

design techniques

research methods

UCDADOPTION?

management communication

design techniques

research methods

UCDADOPTION?

management communication

UX KPIs

senior support

inside-in inside-outcompetitor analysis

left research

work for digital & service design

agencies

(2005)

left research

work for digital & service design

agencies

theTeamLBi Fjord

Closertag

(2005)

(2010)

left research

work for digital & service design

agencies

theTeamLBi Fjord

Closertag

(2005)

(2010)

blinkbox(2012)

in-house

What I loved

• Variety

• Fast pace

• Stimulation

But…

… I saw very little UCD along the way

early prototyping

holistic perspective

active user

participationcontinuous iteration

early focus on

users

The client/agency engagement model is broken

• No much chance of understanding user needs

• Limited iteration

Client

Agency

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Client

Agency

This is your engagement span

Client

Agency

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Research

Client

Agency

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Research

Prototype

Test

Client

Agency

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Research

Prototype

Test

Client

Agency

Brief Launch

Evaluation

back to Start

Research

?

Ideation Design concepts

Design execution

Development

Prototype

Test

… not great if you are doing UX agency-side

• Superficial learning

• Project fatigue

Other people said…

Lisa Reichelt

Client/Agency Engagement is F*cked, Waterfall UX Design is a Symptom

Lisa Reichelt

Client/Agency Engagement is F*cked, Waterfall UX Design is a Symptom

Ross-Popow WalkerUX Design at Digital Agencies is F*cked

Client

Agency

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

in-house

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

in-house

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Doing UCD in-house

• Longer engagement span

• Deeper understanding of the user & activities

• More iterations

Build

MeasureLearn

in-house

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

in-house

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Doing UCD in-house

• Longer engagement span

• Deeper understanding of the user & activities

• More iterations

• Less documentation, more collaboration

UX

What is our relationship with PM?

PM

overlap

Separation of Marketing and Product disciplines

Marketing Product

Comms CRM

Social Media

UX VD PM

Separation of Marketing and Product disciplines

Customers

Marketing ProductComms

CRM Social Media

UX VD PM

Personal challenges in doing in-house UX

• Monotony

• Can generate tunnel-vision

agency vs. in-house

Pros Cons

agency• Variety

• Fast-pace

• Stimulation

• No much chance of understanding user needs

• Limited iteration

• Superficial learning

• Project fatigue

in-house

• Deeper understanding of users & activities

• Longer engagement span

• More iterations

• Less documentation

• Deeper collaboration

• Monotony

• Can generate tunnel vision

Unique opportunity

• Create a User Experience culture

design techniques

research methods

UCDADOPTION?

management communication

UX KPIs

senior support

inside-in inside-out

I’m still a big UCD fanits principles

go to the roots of what I believe

is right

serve the user

bridge the gap

between people and technology

help people achieving things

unimaginable 10-15 years ago

3 guiding principles

• Leave your ego at the door

• Build your empathy

• Weave a UX culture into the organisation

Thank you