design studio: a team alignment secret weapon - modev mvp conference
TRANSCRIPT
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A Team Alignment Secret Weapon: The Design Studio
Psychology + User Experience + InnovationBrilliant Experience
John Whalen, PhD UX Lead, Brilliant Experience
President, UXPA-DC
Amee Mungo Senior Product Manager, Digital Card
Capital One
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Agenda‣ Introductions ‣ Why Design Studios? ‣ Detail Design Studio Components ‣ Introduce Today’s Problem & Complete Components ‣ Design Studio Details, Tips & Tricks
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Introduction
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John Whalen, PhD UX Lead, Brilliant Experience
President, UXPA-DC
Amee Mungo Senior Product Manager, Digital Card
Capital One
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Brilliant Experience Psychology + User Experience + Innovation
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Brilliant Experience Psychology + User Experience + Innovation
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If you follow exactly the steps we outline
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Warm Up
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How do we “cross the chasm”?
User InsightsGreat Experience,
Successful Product
InsertMagicalProcess
Here
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Not recommended
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Hard to find
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Let’s play: Name that methodology
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User Stories
1
Design & Develop
2
Feedback
3
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User Stories
1
Design & Develop
2
Feedback
3
Agile
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Build
1
Measure
2
Learn
3
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Build
1
Measure
2
Learn
3
Lean Startup
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Lean Startup
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Copyright © 2012-2013 Brilliant Experience
1 2 3 4
Empathize with the audience you are designing for.
Brainstorm possible designs
Build a representation of one or more of your ideas
PrototypeIdeateResearch
Test your ideas for feedback
Test
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Copyright © 2012-2013 Brilliant Experience
Empathize with the audience you are designing for.
Brainstorm possible designs
Build a representation of one or more of your ideas
PrototypeIdeateResearch
Test your ideas for feedback
Test
Design
Thinking
1 2 3 4
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Design Thinking
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We believe these methodologies are not enough!
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Success lies beyond the product development process
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Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Exploration of solution space Intensive training
Partner designers / developers Support team
Two Tracks
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Product Development Team Development
Empathize with your audience Determine management alignment
Two Tracks
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What do they say? do? think?
Consumer! Lawyer! Banker!
Neuroscien2st! VAD7Nurse! Drug7Researcher!
Farmer! Federal7Administrator! Mom7/7Chauffeur!
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Stakeholder Alignment
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Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
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Baseline Testing
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UX Lead Technical Lead
User Researcher
Usability Expert
Front-End Developer
Front-End Developer
Interaction Designer
UX Strategist
consultantemployee
Evaluate The Team
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Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
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Two Tracks
Product Development Team Development
Empathize with your audience Determine management alignment
Baseline measurement Evaluate the team
Design studio
Exploration of solution space Intensive training
Partner designers / developers Support team
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Design Studio
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Why have a design studio?
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CEO: “I know you had an agenda, but let’s just sketch our ideas anyway…"
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Design Studio Origins‣ Design school
- Intensive group critique of work
- Learn through criticism
- Take chances and learn through experimentation
- Everyone learns through design.
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Design Studio Evolution‣ Rapidly align team on: ‣ Internal business goals of project
‣ Prioritized audiences
‣ Audience goals and scenarios
‣ Relationship between business and audience needs
‣ Possible solutions space
‣ Early concepts
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Design Studio - Side Benefits‣ Understand team dynamics - See the team working together
- Understand the personalities, roadblocks, willingness to learn, try new things
‣ Allow a safe environment to explore new ideas
- Get executive permission (demand) to change
- Give permission to brain storm possibilities
- Provide rare chance for cross discipline interaction (marketing, development, UX, design, sales)
- Align team on way forward, even if underspecified
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Design Studio - Side Benefits‣ Let other team members understand UX and Users - Challenge other teams to think like the user
- Force prioritization of audiences
- Get those team members to role play as a user, develop empathy
- Demonstrate the challenges of interface design
- Allow other teams to empathize with the challenges and needs of the UX team
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Design Studio - Side Benefits‣ Get feeling of accomplishment - Create immediate decisions and deliverables
- Ensure that the team have built something together, for once
- Create a pact between UX, Execs, Developers, Marketers (when does that happen otherwise?)
- Build team camaraderie
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Design Studio Introduction
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Goals‣ Collaborate
‣ Generate ideas
‣ End up with several good ideas
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Guidelines for the next two days.
1. Minimal phones, tablets, or laptops - we need to focus on the project
- We will give you breaks to get your fix
2. We must generate a lot of ideas quickly
- We will have deadlines to get things done
3. We are not in the idea- or ego-squashing business
- We succeed through a breadth of perspectives
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Today, we will create the foundation for a winning WMATA strategy and design direction through a strategy workshop & design studio.
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Introduce the design studio process, our goals and activities.
Prioritize business goals. Ensure we are aligned on our goals for the project and desired outcomes.
Prioritize your audiences, define them create the scenarios in which they would use this product.
Audience NeedsEnterprise NeedsIntroduction
Flesh out best ideas. Get the team to agree on promising conceptual directions through presenting concepts to the team.
Design Studio
The Process
1 2 3 4
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Schedule - Day 1
Time Activity & Description
12:30 – 1:00 Kickoff & Introduction
1:00 - 2:00 Elevator Pitch
2:00 - 2:10 Brief Break
2:10 - 3:00 Prioritize Business Objectives
3:00 – 3:20 Prioritize Site Audiences
2:30 - 2:45 Brief Break
3:30 – 4:30 Create & Present User Personas
4:30 - 5:00 Summary & Wrap Up
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Schedule - Day 2
Time Activity & Description
8:00 - 8:20 Day 2 Kickoff
8:20 - 8:30 Stakeholder Comments on Day 1 Findings
8:30 – 9:20 Create & Present User Scenarios
9:20 - 9:30 Brief Break, Design Studio Setup
9:30 – 9:45 Feature Brainstorming Session
9:45- 10:00 Introduction to Conceptual Design & Design Studio
10:00 – 11:15 Homepage Design Sprints
11:15 – 11:45 Group Presentations of Designs
11:45 – 12:00 Wrap up
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Samples of Each Step
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Elevator Pitch
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Prioritize Business Needs
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Prioritize & Create Personas
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Scenarios
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Customer Experience Journey
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Early Ideation
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Sketching & Prototyping‣ We were the first of the cleanup crews ‣ Primary subcontractor spent 2 years and built close to nothing that could be approved for launch
(issues with usability) ‣ SWAT team brought in to fix: IDEO, Brilliant ‣ Arrived at first meeting and learned that the problem needed to be fixed in two weeks with the first
review due in three days ‣ Drove to my nearest relative’s house (father), removed all art and photographs from the walls, and
got to work
Sketching & Prototyping
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Today’s Workshop Challenge
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Meet the Lemieux’s, “speak English little bit”
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Lemieux’s plan for Washington DC
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Meet the Washington Metro
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Qu’est-ce que c’est???!!!
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Excusé moi?
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Will it take my children away from me?
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Are there any signs?
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Challenge: Use the design studio to figure out how to make it easier to get a family through the Washington Metro using their mobile phone(s).
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Elevator Pitch
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Elevator Pitch‣ The elevator pitch is a quick assessment of team alignment. The goal
is to briefly describe your new product as if you were in an elevator pitching it to a key stakeholder.
‣ We want each individual to describe its audience, their need, the product’s category and biggest benefit, and how it uniquely serves your audience.
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Elevator Pitch‣ Work independently
‣ One Post-It note per space
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Customer Experience Journey
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Customer Experience Journey
‣ Consider the user journey, from initial thoughts and concerns to completed goals.
‣ How would they try to tackle the problem? What would be each step?
‣ What might be their typical needs for that step?
‣ What questions would they want answered?
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Review our work‣ Recognize priorities, top audience needs, promising design possibilities.
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Congratulate the Team!Congratulate the Team!
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Design Studio: Procedural Details
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Duration of Meeting‣ How long have yours been?
- Mine: 1/2 day to 3 days
- 1/2 day - well defined app
- 1-2 days - typical for larger group that needs to achieve alignment
- 2 days enough to allow for true design studio - detailed design and critique
- Sometimes need longer when there is detailed information about the users available
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Selecting Features‣ Elevator Pitch ‣ Affinity Diagraming ‣ Business Priorities ‣ Prioritizing and building Personas ‣ Prioritizing and building Scenarios ‣ User Experience Mapping ‣ Brainstorm sketch concepts, revise concepts
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Who to Invite? When to get involved?‣ Senior Executives / Executive Sponsor ‣ UX ‣ Design ‣ Marketing ‣ Development ‣ Operations ‣ Other channels (print, in-store, phone support) ‣ SMEs
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Who to Invite? When to get involved?
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Tools You’ll Need
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If you follow exactly the steps we’ve outlined…
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Thank you!
Psychology + Innovation + DesignBrilliant Experience
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John Whalen [email protected]
slides and templates at: brilliantexperience.com
Psychology + Innovation + DesignBrilliant Experience