solution design - the hidden side of ux (for product managers)

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Solution Design THE HIDDEN SIDE OF UX Joe Baz Above the Fold [email protected]

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User Experience is not just about the user interface, it's about understanding customer needs and creating a solution that addresses their needs. Software product managers have a huge, and often understated role, in the creation of a great user experience for customers. At the heart of User Experience is the ability to creatively solve customer problems, which is a key responsibility of a product manager.

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Page 1: Solution Design - The Hidden Side of UX (for Product Managers)

Solution Design

THE HIDDEN SIDE OF UX

Joe  Baz    Above  the  Fold  

[email protected]  

Page 2: Solution Design - The Hidden Side of UX (for Product Managers)

It’s time for a change.

Page 3: Solution Design - The Hidden Side of UX (for Product Managers)

We need to stop wasting time

Page 4: Solution Design - The Hidden Side of UX (for Product Managers)

And, create products people love

Page 5: Solution Design - The Hidden Side of UX (for Product Managers)

We need a new framework for solving problems creatively

Page 6: Solution Design - The Hidden Side of UX (for Product Managers)
Page 7: Solution Design - The Hidden Side of UX (for Product Managers)

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Page 8: Solution Design - The Hidden Side of UX (for Product Managers)

34M customers

1.4M paying customers paying $45/year

60M in annual revenue!

Page 9: Solution Design - The Hidden Side of UX (for Product Managers)
Page 10: Solution Design - The Hidden Side of UX (for Product Managers)

DISCOVER by…

1.  Identifying the Problem

2.  Building Personas

3.  Creating Scenarios

Page 11: Solution Design - The Hidden Side of UX (for Product Managers)

1. IDENTIFY THE PROBLEM

Page 12: Solution Design - The Hidden Side of UX (for Product Managers)

Acquire Supporting Data Points

Online Forums

Trouble Tickets

Web Analytics

Split Testing

Surveys

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Problem Statement

According to ___________

___________ [verb] ______________.

(data)

(problem) (customer)

Page 14: Solution Design - The Hidden Side of UX (for Product Managers)

Create a shared understanding with the team

Page 15: Solution Design - The Hidden Side of UX (for Product Managers)

Problem Example 1

According to our online survey, 40% of consumers have lost important notes in the past

accidentally.

Page 16: Solution Design - The Hidden Side of UX (for Product Managers)

Problem Example 2

According to mobile app analytics, 85% of business users are using

the Blackberry app once.

Page 17: Solution Design - The Hidden Side of UX (for Product Managers)

2. BUILD THE PERSONAS

Page 18: Solution Design - The Hidden Side of UX (for Product Managers)

Persona: a fictitious character

that represents a segment of your customer base

Page 19: Solution Design - The Hidden Side of UX (for Product Managers)

­  Hits the gym 3x a week ­  Doesn’t trust online

sites ­  Has almost zero time

for new things ­  Worships his Android

tablet

Workout Will

Page 20: Solution Design - The Hidden Side of UX (for Product Managers)

­  Works for a financial firm

­  Power user ­  Loves trying new things

but easily frustrated ­  Overworked – 10hr days ­  The fastest texter in the

Blackberry galaxy

Analyst Amy

Page 21: Solution Design - The Hidden Side of UX (for Product Managers)

3. CREATE SCENARIOS

Page 22: Solution Design - The Hidden Side of UX (for Product Managers)

Scenario: a story line that illustrates what

kind of experience a customer may have with or without your product

Page 23: Solution Design - The Hidden Side of UX (for Product Managers)

Scenario Example 1

Workout Will goes to the gym

He records each set in his notebook

He !nishes his workout and gets ready for work

He hops on the T

He gets to work, and then realizes that…

He accidentally left his notebook on the T

Page 24: Solution Design - The Hidden Side of UX (for Product Managers)

Scenario Example 2

Analyst Amy is waiting in line at Starbucks

Decides to browse Blackberry app catalog

Sees her note taking app, downloads & installs it

Logs in & searches for her notes

Struggles for 1 min to !nd them

She gets frustrated and gives up

Page 25: Solution Design - The Hidden Side of UX (for Product Managers)

How do you get this info? Interview your customers.

Shadow them.

Page 26: Solution Design - The Hidden Side of UX (for Product Managers)

DISCOVER by…

1.  Identifying the Problem

2.  Building Personas

3.  Creating Scenarios

Page 27: Solution Design - The Hidden Side of UX (for Product Managers)
Page 28: Solution Design - The Hidden Side of UX (for Product Managers)

CREATE by…

1.  Stating the Hypothesis

2.  Generating Ideas Collaboratively

3.  Prototyping

4.  Talking to Customers

Page 29: Solution Design - The Hidden Side of UX (for Product Managers)

1. STATE THE HYPOTHESIS

Page 30: Solution Design - The Hidden Side of UX (for Product Managers)

We believe that ___________

will ___________ ______________.

(who)

(what)

Hypothesis Template

(because)

Page 31: Solution Design - The Hidden Side of UX (for Product Managers)

Hypothesis Example 1

We believe that consumers will

record notes on their tablets

because if they lose their tablet,

the notes are still accessible online.

Page 32: Solution Design - The Hidden Side of UX (for Product Managers)

How do we arrive at this? Insert homework from the

Discover stage

Page 33: Solution Design - The Hidden Side of UX (for Product Managers)

Problem Example 1

According to our online survey, 40% of consumers have lost important notes in the past

accidentally.

Page 34: Solution Design - The Hidden Side of UX (for Product Managers)

­  Hits the gym 3x a week ­  Doesn’t trust online

sites ­  Has almost zero time

for new things ­  Worships his Android

tablet

Workout Will

Page 35: Solution Design - The Hidden Side of UX (for Product Managers)

Scenario Example 1

Workout Will goes to the gym

He records each set in his notebook

He !nishes his workout and gets ready for work

He hops on the T

He gets to work, and then realizes that…

He accidentally left his notebook on the T

Page 36: Solution Design - The Hidden Side of UX (for Product Managers)

Hypothesis Example 2

We believe business users will use

the Blackberry app more than once

because they will be able to find

their notes easily.

Page 37: Solution Design - The Hidden Side of UX (for Product Managers)

Problem Example 2

According to mobile app analytics, 85% of business users are using

the Blackberry app once.

Page 38: Solution Design - The Hidden Side of UX (for Product Managers)

­  Works for a financial firm

­  Power user ­  Loves trying new things

but easily frustrated ­  Overworked – 10hr days ­  The fastest texter in the

Blackberry galaxy

Analyst Amy

Page 39: Solution Design - The Hidden Side of UX (for Product Managers)

Scenario Example 2

Analyst Amy is waiting in line at Starbucks

Decides to browse Blackberry app catalog

Sees her note taking app, downloads & installs it

Logs in & searches for her notes

Struggles for 1 min to !nd them

She gets frustrated and gives up

Page 40: Solution Design - The Hidden Side of UX (for Product Managers)

2. GENERATE IDEAS

(Collaboratively)

Page 41: Solution Design - The Hidden Side of UX (for Product Managers)

­  The Anti-Problem

­  Empathy Map

­  Post Up

Idea Games

Page 42: Solution Design - The Hidden Side of UX (for Product Managers)

How do we address Hypothesis Example 1?

We believe that consumers will

record notes on their tablets

because if they lose their tablet,

the notes are still accessible online.

Page 43: Solution Design - The Hidden Side of UX (for Product Managers)

Solution: Force Sync

Solution: Background Sync

Proposed Solution

Page 44: Solution Design - The Hidden Side of UX (for Product Managers)

3. PROTOTYPE

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Tools of the trade:

Page 46: Solution Design - The Hidden Side of UX (for Product Managers)

The fastest way to communicate ideas

Page 47: Solution Design - The Hidden Side of UX (for Product Managers)

Balsamiq

Balsamiq - Wireframing Software

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Axure Prototyping Software

Page 50: Solution Design - The Hidden Side of UX (for Product Managers)

Produce low or high fidelity interactive prototypes. The software will

produce the necessary HTML, CSS & JavaScript for your prototype.

Page 51: Solution Design - The Hidden Side of UX (for Product Managers)

How do we address Hypothesis Example 2?

We believe business users will use

the Blackberry app more than once

because they will be able find their

notes easily.

Page 52: Solution Design - The Hidden Side of UX (for Product Managers)

The existing UI

Page 53: Solution Design - The Hidden Side of UX (for Product Managers)

Search is hard to find

Page 54: Solution Design - The Hidden Side of UX (for Product Managers)

The proposed UI

Page 55: Solution Design - The Hidden Side of UX (for Product Managers)

4. TALK TO THE CUSTOMER

Page 56: Solution Design - The Hidden Side of UX (for Product Managers)

Remote testing

Page 57: Solution Design - The Hidden Side of UX (for Product Managers)

Photo  Credit:  h:p://www.luma-­‐insBtute.com/images/18.png  

On-site testing

Page 58: Solution Design - The Hidden Side of UX (for Product Managers)

­  Interactions (clicks, input, drag, swipe, etc.)

­  Facial expressions (looks of confusion, excitement,

ambivalence, nervousness,

anger, etc.)

­  Good & bad opinions

­  Information about how

they do things

currently or in the past

Capture explicit & implicit

feedback

Page 59: Solution Design - The Hidden Side of UX (for Product Managers)

CREATE by…

1.  Stating the Hypothesis

2.  Generating Ideas Collaboratively

3.  Prototyping

4.  Talking to Customers

Page 60: Solution Design - The Hidden Side of UX (for Product Managers)
Page 61: Solution Design - The Hidden Side of UX (for Product Managers)

VALIDATE by…

1.  Creating a Beta Program

2.  Measuring the Results

Page 62: Solution Design - The Hidden Side of UX (for Product Managers)

Nope. Not ready yet!

Page 63: Solution Design - The Hidden Side of UX (for Product Managers)

Hand off!

Photo  Credit:  h:p://www.stack.com/2013/02/25/relay-­‐sprint-­‐training/  

But our team can start building

Page 64: Solution Design - The Hidden Side of UX (for Product Managers)

1. CREATE A BETA PROGRAM

Page 65: Solution Design - The Hidden Side of UX (for Product Managers)

The voice of the customer. Listen.

Page 66: Solution Design - The Hidden Side of UX (for Product Managers)

­  Ensure feedback is collected,

prioritized and traced.

­  Respond to customers (ideally

on an individual basis)

­  Produce the necessary web or

mobile analytics reports

Duties of the Beta Program Manager

Page 67: Solution Design - The Hidden Side of UX (for Product Managers)

Incentivize beta testers

Page 68: Solution Design - The Hidden Side of UX (for Product Managers)

How many? 50? 100? It depends on the size of your

customer base

h:p://www.newempirebuilders.com/2012/10/11/lots-­‐of-­‐people-­‐lots-­‐of-­‐ideas-­‐lots-­‐of-­‐innovaBon/  

Page 69: Solution Design - The Hidden Side of UX (for Product Managers)

How many weeks? 4? 8? It depends on when you get

conclusive results.

Give the program time

Page 70: Solution Design - The Hidden Side of UX (for Product Managers)

2. MEASURE THE RESULTS

Page 71: Solution Design - The Hidden Side of UX (for Product Managers)

Tips on what can you measure:

FOR SALES

FOR USAGE

FOR MESSAGING

FOR DISCOVERABILITY

FOR EFFICIENCY

➜  CONVERSION RATE

➜  SINGLE USE RATIO

➜  BOUNCE RATE

➜  HEAT MAPS

➜  TASK TIMES

Page 72: Solution Design - The Hidden Side of UX (for Product Managers)

How do we measure for Hypothesis Example 1?

We believe that consumers will

record notes on their tablets

because if they lose their tablet,

the notes are still accessible online.

Page 73: Solution Design - The Hidden Side of UX (for Product Managers)

Metrics for Hypothesis 1

Beta Customer

Logins

Notes Created

Tablet Use Time

Page 74: Solution Design - The Hidden Side of UX (for Product Managers)

How do we measure for Hypothesis Example 2?

We believe business users will use

the Blackberry app more than once

because they will be able to find

their notes easily.

Page 75: Solution Design - The Hidden Side of UX (for Product Managers)

Metrics for Hypothesis 2

Beta Customer

Logins

Search Inquiries

...Visiting More than

Once

Page 76: Solution Design - The Hidden Side of UX (for Product Managers)

Acquire Supporting Data Points

Online Forums

Trouble Tickets

Web Analytics

Split Testing

Surveys

Page 77: Solution Design - The Hidden Side of UX (for Product Managers)

Did you prove it?

Revisit your Hypothesis

Page 78: Solution Design - The Hidden Side of UX (for Product Managers)

VALIDATE by…

1.  Creating a Beta Program

2.  Measuring the Results

Page 79: Solution Design - The Hidden Side of UX (for Product Managers)

It’s time for a change.

Page 80: Solution Design - The Hidden Side of UX (for Product Managers)

We need to stop wasting time

Page 81: Solution Design - The Hidden Side of UX (for Product Managers)

And, create products people love

Page 82: Solution Design - The Hidden Side of UX (for Product Managers)

We need a new framework for solving problems creatively

Page 83: Solution Design - The Hidden Side of UX (for Product Managers)
Page 84: Solution Design - The Hidden Side of UX (for Product Managers)

Thank you!

Joe  Baz    Above  the  Fold  

[email protected]  

Page 85: Solution Design - The Hidden Side of UX (for Product Managers)

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www.50bestUX.com