ucd 2013 solving the ux puzzle

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syntagm Giorgio Venturi User Experience Lead at blinkbox Session 6B Solving the UX Puzzle [email protected] @gventuri #uxpuzzle @ucduk #ucd2013

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DESCRIPTION

After 12 years spent learning, practising, researching, teaching, managing and evangelising User Centred Design, I believe our discipline is in a state of flux. This presentation examines at best/bad practices in our field, both agency and client side; it will also discuss the meaning of UX in a broader context.

TRANSCRIPT

Page 1: UCD 2013 solving the UX puzzle

syntagm

Giorgio  Venturi

User  Experience  Lead  at  blinkbox

Session  6B  -­‐  Solving  the  UX  Puzzle

[email protected]  @gventuri  #uxpuzzle  @ucduk  #ucd2013  

Page 2: UCD 2013 solving the UX puzzle

Doing UX is like solving a

puzzle…

Page 3: UCD 2013 solving the UX puzzle

… so many little pieces that need to fit together

Doing UX is like solving a

puzzle…

Page 4: UCD 2013 solving the UX puzzle

… my story …

Page 5: UCD 2013 solving the UX puzzle

design techniques

research methods

UCDADOPTION?

Page 6: UCD 2013 solving the UX puzzle

design techniques

research methods

UCDADOPTION?

management communication

Page 7: UCD 2013 solving the UX puzzle

design techniques

research methods

UCDADOPTION?

management communication

UX KPIs

senior support

inside-in inside-outcompetitor analysis

Page 8: UCD 2013 solving the UX puzzle

left research

work for digital & service design

agencies

(2005)

Page 9: UCD 2013 solving the UX puzzle

left research

work for digital & service design

agencies

theTeamLBi Fjord

Closertag

(2005)

(2010)

Page 10: UCD 2013 solving the UX puzzle

left research

work for digital & service design

agencies

theTeamLBi Fjord

Closertag

(2005)

(2010)

blinkbox(2012)

in-house

Page 11: UCD 2013 solving the UX puzzle

What I loved

• Variety

• Fast pace

• Stimulation

Page 12: UCD 2013 solving the UX puzzle

But…

Page 13: UCD 2013 solving the UX puzzle

… I saw very little UCD along the way

Page 14: UCD 2013 solving the UX puzzle

early prototyping

holistic perspective

active user

participationcontinuous iteration

early focus on

users

Page 15: UCD 2013 solving the UX puzzle

The client/agency engagement model is broken

• No much chance of understanding user needs

• Limited iteration

Page 16: UCD 2013 solving the UX puzzle

Client

Agency

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Page 17: UCD 2013 solving the UX puzzle

Client

Agency

This is your engagement span

Page 18: UCD 2013 solving the UX puzzle

Client

Agency

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Research

Page 19: UCD 2013 solving the UX puzzle

Client

Agency

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Research

Prototype

Test

Page 20: UCD 2013 solving the UX puzzle

Client

Agency

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Research

Prototype

Test

Page 21: UCD 2013 solving the UX puzzle

Client

Agency

Brief Launch

Evaluation

back to Start

Research

?

Ideation Design concepts

Design execution

Development

Prototype

Test

Page 22: UCD 2013 solving the UX puzzle

… not great if you are doing UX agency-side

• Superficial learning

• Project fatigue

Page 23: UCD 2013 solving the UX puzzle

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

Page 24: UCD 2013 solving the UX puzzle

Client

Agency

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Page 25: UCD 2013 solving the UX puzzle

in-house

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Page 26: UCD 2013 solving the UX puzzle

in-house

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Page 27: UCD 2013 solving the UX puzzle

Doing UCD in-house

• Longer engagement span

• Deeper understanding of the user & activities

• More iterations

Page 28: UCD 2013 solving the UX puzzle

Build

MeasureLearn

Page 29: UCD 2013 solving the UX puzzle

in-house

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Page 30: UCD 2013 solving the UX puzzle

in-house

Brief

Ideation Design concepts

Design execution

Development

Launch

Evaluation

back to Start

Page 31: UCD 2013 solving the UX puzzle

Doing UCD in-house

• Longer engagement span

• Deeper understanding of the user & activities

• More iterations

• Less documentation, more collaboration

Page 32: UCD 2013 solving the UX puzzle

UX

What is our relationship with PM?

PM

overlap

Page 33: UCD 2013 solving the UX puzzle

Separation of Marketing and Product disciplines

Marketing Product

Comms CRM

Social Media

UX VD PM

Page 34: UCD 2013 solving the UX puzzle

Separation of Marketing and Product disciplines

Customers

Marketing ProductComms

CRM Social Media

UX VD PM

Page 35: UCD 2013 solving the UX puzzle

Personal challenges in doing in-house UX

• Monotony

• Can generate tunnel-vision

Page 36: UCD 2013 solving the UX puzzle

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

Page 37: UCD 2013 solving the UX puzzle

Unique opportunity

• Create a User Experience culture

Page 38: UCD 2013 solving the UX puzzle

design techniques

research methods

UCDADOPTION?

management communication

UX KPIs

senior support

inside-in inside-out

Page 39: UCD 2013 solving the UX puzzle

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

Page 40: UCD 2013 solving the UX puzzle

3 guiding principles

• Leave your ego at the door

• Build your empathy

• Weave a UX culture into the organisation

Page 41: UCD 2013 solving the UX puzzle

Thank you

Page 42: UCD 2013 solving the UX puzzle