ux beyond ucd (seattle)
Post on 18-Oct-2014
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DESCRIPTION
Peter Boersma's "UX Beyond UCD (or: The Impact of Business, Strategy, Management and Process on the User Experience)", as presented at the joint PS-SIGHCI and IxDA Seattle meeting on August 12 in Seattle.TRANSCRIPT
UX Beyond UCDor
the impact ofBusiness, Strategy,
Management and Processon the User Experience
the impact of
Business Strategy
Managementand Process
on theUser Experience
power up!UX beyond UCD
@pboersmaAugust 2, PS-SIGCHI & Ixda, seattle, USA
Peter BoersmaP B
FreelanceInteraction DesignerDesign Process Consultant
* since 1995* user research* requirements analysis* concept design* detailed design & prototype* usability evaluation* present* teach* present
Design Process Consultant
Birgit GeibergerB G
FreelanceCreative Director UXVisual & Interaction Designer
* since 1996* international experience* design & branding* functionality & aesthetics* business & user goals* people management* active in IxDA
Peter Boersma Birgit Geiberger
2001
2012
?
DesignResearchStrategy
Process
Evaluation
Manage
Business
Design
Strategy
Research
Process
Manage
Business
Strategy
Evaluation
Design
ResearchElement
s of
User
Experie
nce
Process
Manage
Business
Strategy
Evaluation
Design
ResearchtypicalUser-Centered
Design
Process
Manage
Business
Strategy
Evaluation
Design
Research
MoreElements of
User Experience
Process
Manage
Business
Strategy
Evaluation
Design
Research
theseinfluence the
User Experience too!
Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReviewTest
Scope
Optimize
Estimate
Beta
ConceptDetailed Design
Sketch
Personas
Competition
Process
Roles
Steps
Interviews
power up!UX beyond ucD
for each deliverable I will show:deliverable
an exampletips & tricksinput from the ux teaminfluence on UX
BusinessPitchScenarios
Estimate
press play to startplay
opponent:
The Account Manager
opponent:
The Account Manager
X
Tips & tricks for the pitch:the pitch
en-vision the futureby visualizing itset expectationsaround client-contribution
input from ux team on the pitch:the pitch
visions of the futuresketches of partial solutionsdescription of the design process
INFLUENCE OF THE PITCH ON UX:
* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition
BusinessPitch
Scenarios
Estimate
Select Game Length:1 min
5 min15 min
30 min60 min
15 min
opponent:
The Estimator
how many dots do you
see?
“many”and
“a lot”are good first guesses!
output
assumptionscalculationsexplanations
risks
when possible
input for estimates
scope itemsrequirements
approachteam skills
experience with subject
experience with clientexperience of client
when available
example output
assumingwe design 10 wireframes(5 complex + 5 medium)
plus 15 components
output
assumptions
calculations
(explanations)risks
we estimatewe need 300 hours
butwe don’t know the
documentation needs
of the developer
(5x16 + 5x8) + (15x12)
Tips & tricks for estimating:estimating
you determine what gets estimatedexplore every assumption
you
input by ux team on estimates:estimates
assumptions & riskswhat is easy/hard?estimates for deliverables
INFLUENCE OF an estimate ON UX:
* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
* determine budget* set expectations
* focus attention* define way of working
StrategyPosition
Competition
select player 1player 1
opponent:
The Brand Strategist
sales service
communitiescore brandclient
client
Competitor
CompetitorCompetitor
CompetitorCompetitor
Big Competitor
Big Competitor
sales service
core brand
communities
client
client Competitor
Competitor
Tips & tricks for positioning:positioning
1. create a map2. find the spot that matches your ux vision3. see who else is there4. identify differences
input by ux team on positioning:positioning
attributes that are important to userscompetitors, in terms of UXscope items that differentiate
INFLUENCE OF positioning ON UX:
* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
* define ux vision
* analyze competition* focus attention
StrategyPosition
Competition
select player 2player 2
opponent:
The Competitor
Tips & tricks for competitive analysis:competitive analysis
“know your enemy”(sun tzu, the art of war)
input by ux team on competitive analysis:competitive analysis:
competitors, in terms of UXswot analyses(strengths-weaknesses-opportunities-threats)
INFLUENCE OF competitive analysis ON UX:
* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
* inspire & get inspired
* analyze competition
* know what (not) to do
Evaluation
Prototype
Test
typicalUser-Centered
Design
DesignConceptDetailed Design
Sketch
Research
Personas
Interviews
Quizuser-centered design
2012 Olympics Edition
whichdeliverable
is this?
Instructions:1. shout the name of
the deliverable2. keep your own score
(be honest)3. win a fabulous prize!
First a
TESTround
whichdeliverable
is this?
Wireframe
okay, let’s
START
whichdeliverable
is this?
Eyetracking heatmap
(Evaluation)
whichdeliverable
is this?
Moodboard(Design)
whichdeliverable
is this?
Styleguide(Design)
whichdeliverable
is this?
Usability test report(Evaluation)
whichdeliverable
is this?
Card Sort Dendogram(Research)
whichdeliverable
is this?
InfoGraphic(Design)
whichdeliverable
is this?
ManageScope
Optimize
Beta
select difficulty
easymediumhardexpert
easy
opponent:
The Project Manageror the product manager
easy hard
merely contributes
essential
quickwin
repair quality
winner!
pickjust a few of these for your
project!
Tips & tricks for scoping:scoping
1. rank all scope-item candidates2.determine their dependencies3.select the winners
input by ux team on scoping:scoping
what is easy / hard?what contributes / is essential?what should go together?
INFLUENCE OF scoping ON UX:
* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
* determine budget* set expectations
* know what (not) to do
* focus attention
ManageScope
Optimize
Beta
opponent:
The (alfa) BETA jock
Tips & tricks for beta testing:beta testing
1. tell users what you plan to do2. do it3. tell them what you have done4. ask them how they feel about it
input by ux team on beta testing:beta testing
what to test togetherwhat to measure or askanalysis of feedbackresponse to feedback
INFLUENCE OF beta testing ON UX:
* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully* know what (not) to do
* set expectations
ManageScope
OptimizeBeta
play again?yesnoyes
opponent:
The Perfectionist
A
B
C
28% better
Tips & tricks for optimizing:optimizing
10 experiment to learn what works for your users20 goto 10
input by ux team on optimizing:optimizing
ux version of KPI’s(key performance indicators)alternative designsanalysis of usage
INFLUENCE OF optimizing ON UX:
* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully* know what (not) to do
ManageScope
Optimize
Beta
Process
BusinessPitch
Scenarios
Estimate
Design
ResearchEvaluation
StrategyPosition
Prototype
Test
ConceptDetailed Design
Sketch
Personas
Competition
Interviews
ProcessRoadmap
Service Design
RequirementsReview
Roles
Steps
set up campaigncampaign
opponent:
The Procrastinator
progress
progress
progress
progress
Area
Area
Area Area
Area
progress
progress progress
progress progress
progress
progress progress
progress progress
moment momentmoment moment
Tips & tricks for roadmaps:roadmaps
1. define the future of the system2.identify incremental steps3.group into meaningful releases4.learn & adjust the roadmap
input by ux team on roadmaps:roadmaps
areas for progressscope-items (progress) per areaestimates per scope-itemwhat should go together?
INFLUENCE OF roadmaps ON UX:
* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
* define ux vision
* determine budget* set expectations
* deliver successfully
Process
Roadmap
Service Design
RequirementsReview
Roles
Steps
Create new map?yesno
opponent:
The Process Freak
A B?
A B21 3 4
C D2a
1 3 5
2b
4b
4a
4c
6
SITEMAP
wireframesrequire-
mentsusability test
Screen
FLOWproto-type
designprinciples
Persona
1 2 3 4
Persona
SITEMAP
wireframesrequire-
ments
usability testScreen
FLOW
proto-type
designprinciples
userresearchconceptdesign
detaileddesign
prototype & evaluate
Persona
SITEMAP
wireframesrequire-
ments
usability testScreen
FLOW
proto-type
designprinciples
1 2 3 4
C Dconceptdesign
detaileddesign
userresearch
prototype & evaluate
prototype & evaluate
A B21 3 4
?
userreseach
concept design
detaileddesign
prototype & evaluate
Persona
SITEMAP
wireframesrequire-
ments
usability testScreen
FLOW
proto-type
designprinciples
Tips & tricks for the design processes:the design processes
1. brainstorm deliverables2. create a diagram3. document the entire process
do not copy someone else’s diagramnot
input by ux team on the design process:the design process
ux team deliverablesux team responsibilities preferred way of working
INFLUENCE OF the design process ON UX:
* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
* define ux vision
* focus attention
* set expectations
* deliver successfully
* define way of working* know what (not) to do
Business
Design
ResearchEvaluation
StrategyManage
Pitch
Scenarios
Position
Roadmap
Service Design
Prototype
RequirementsReviewTest
Scope
Optimize
Estimate
Beta
ConceptDetailed Design
Sketch
Personas
Competition
Process
Roles
Steps
Interviews
Process
Manage
Business
Strategy
Evaluation
Design
Research
you caninfluence these
non-design deliverables
Process
Manage
Business
Strategy
Evaluation
Design
ResearchElement
s of
User
Experie
nce
MoreElements of
User Experience
These opponents:
influence the UX
These opponents:
influence the UX
INFLUENCE OF non-design deliverables ON UX:
* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
* define UX Vision* inspire & get inspired* determine budget* set expectations* analyze competition* focus attention* define way of working* know what (not) to do* deliver successfully
power up!UX beyond ucD
@pboersmaAugust 2, PS-SIGCHI & Ixda, seattle, USA
game over
@pboersma