ucd 2013 solving the ux puzzle
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
syntagm
Giorgio Venturi
User Experience Lead at blinkbox
Session 6B -‐ Solving the UX Puzzle
[email protected] @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