solution design - the hidden side of ux (for product managers)
DESCRIPTION
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.TRANSCRIPT
It’s time for a change.
We need to stop wasting time
And, create products people love
We need a new framework for solving problems creatively
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Waterfall vs. Agile
&
34M customers
1.4M paying customers paying $45/year
60M in annual revenue!
DISCOVER by…
1. Identifying the Problem
2. Building Personas
3. Creating Scenarios
1. IDENTIFY THE PROBLEM
Acquire Supporting Data Points
Online Forums
Trouble Tickets
Web Analytics
Split Testing
Surveys
Problem Statement
According to ___________
___________ [verb] ______________.
(data)
(problem) (customer)
Create a shared understanding with the team
Problem Example 1
According to our online survey, 40% of consumers have lost important notes in the past
accidentally.
Problem Example 2
According to mobile app analytics, 85% of business users are using
the Blackberry app once.
2. BUILD THE PERSONAS
Persona: a fictitious character
that represents a segment of your customer base
Hits the gym 3x a week Doesn’t trust online
sites Has almost zero time
for new things Worships his Android
tablet
Workout Will
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
3. CREATE SCENARIOS
Scenario: a story line that illustrates what
kind of experience a customer may have with or without your product
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
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
How do you get this info? Interview your customers.
Shadow them.
DISCOVER by…
1. Identifying the Problem
2. Building Personas
3. Creating Scenarios
CREATE by…
1. Stating the Hypothesis
2. Generating Ideas Collaboratively
3. Prototyping
4. Talking to Customers
1. STATE THE HYPOTHESIS
We believe that ___________
will ___________ ______________.
(who)
(what)
Hypothesis Template
(because)
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.
How do we arrive at this? Insert homework from the
Discover stage
Problem Example 1
According to our online survey, 40% of consumers have lost important notes in the past
accidentally.
Hits the gym 3x a week Doesn’t trust online
sites Has almost zero time
for new things Worships his Android
tablet
Workout Will
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
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.
Problem Example 2
According to mobile app analytics, 85% of business users are using
the Blackberry app once.
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
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
2. GENERATE IDEAS
(Collaboratively)
The Anti-Problem
Empathy Map
Post Up
Idea Games
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.
Solution: Force Sync
Solution: Background Sync
Proposed Solution
3. PROTOTYPE
Tools of the trade:
The fastest way to communicate ideas
Balsamiq
Balsamiq - Wireframing Software
Axure Prototyping Software
Produce low or high fidelity interactive prototypes. The software will
produce the necessary HTML, CSS & JavaScript for your prototype.
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.
The existing UI
Search is hard to find
The proposed UI
4. TALK TO THE CUSTOMER
Remote testing
Photo Credit: h:p://www.luma-‐insBtute.com/images/18.png
On-site testing
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
CREATE by…
1. Stating the Hypothesis
2. Generating Ideas Collaboratively
3. Prototyping
4. Talking to Customers
VALIDATE by…
1. Creating a Beta Program
2. Measuring the Results
Nope. Not ready yet!
Hand off!
Photo Credit: h:p://www.stack.com/2013/02/25/relay-‐sprint-‐training/
But our team can start building
1. CREATE A BETA PROGRAM
The voice of the customer. Listen.
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
Incentivize beta testers
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/
How many weeks? 4? 8? It depends on when you get
conclusive results.
Give the program time
2. MEASURE THE RESULTS
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
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.
Metrics for Hypothesis 1
Beta Customer
Logins
Notes Created
Tablet Use Time
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.
Metrics for Hypothesis 2
Beta Customer
Logins
Search Inquiries
...Visiting More than
Once
Acquire Supporting Data Points
Online Forums
Trouble Tickets
Web Analytics
Split Testing
Surveys
Did you prove it?
Revisit your Hypothesis
VALIDATE by…
1. Creating a Beta Program
2. Measuring the Results
It’s time for a change.
We need to stop wasting time
And, create products people love
We need a new framework for solving problems creatively
Download our Free eBook
www.50bestUX.com