cheat your way with ux
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With thanks: http://www.flickr.com/photos/pb-n-james/5048927901/
Cheat your way...with UX?
Beyond Tellerrand, 2011. Düsseldorf
Stephanie Troeth
user experience strategist
user experience designer
Who?
jewellery artist
improvisation musicianEditor-in-Chief, Web Standards Sherpa
Stephanie
Who are you?
What is UX?
What makes a unique, great product?
What is UX?
user
technologybusiness
user
brandbusiness
Hat tip: David Rollert
user
brandbusiness
Hat tip: David Rollert
fun!adventurous!
exotic!
user
brandbusiness
Hat tip: David Rollert
fun!adventurous!
exotic!
useful
seriousreliable
user
brandbusinessunique
Hat tip: David Rollert
fun!adventurous!
exotic!
useful
seriousreliable
“9 Steps For Creative Problem Solving”
—Ronald Brown
http://mashable.com/2011/09/30/creative-problem-solving/
Identify
Gather
Examine
Incubate
RetrieveDifferentiate
Plan
Execute
Track
http://mashable.com/2011/09/30/creative-problem-solving/
“9 Steps For Creative Problem Solving”
—Ronald Brown
http://mashable.com/2011/09/30/creative-problem-solving/
“9 Steps For Creative Problem Solving”
—Ronald Brown
Identify
Gather
Examine
Incubate
RetrieveDifferentiate
Plan
Execute
Track
Finding
http://mashable.com/2011/09/30/creative-problem-solving/
“9 Steps For Creative Problem Solving”
—Ronald Brown
Identify
Gather
Examine
Incubate
RetrieveDifferentiate
Plan
Execute
Track
Finding
Shaping
http://mashable.com/2011/09/30/creative-problem-solving/
“9 Steps For Creative Problem Solving”
—Ronald Brown
Identify
Gather
Examine
Incubate
RetrieveDifferentiate
Plan
Execute
Track
Finding
Shaping
Deciding
http://mashable.com/2011/09/30/creative-problem-solving/
“9 Steps For Creative Problem Solving”
—Ronald Brown
Identify
Gather
Examine
Incubate
RetrieveDifferentiate
Plan
Execute
Track
Finding
Shaping
Deciding
Implementing
http://mashable.com/2011/09/30/creative-problem-solving/
“9 Steps For Creative Problem Solving”
—Ronald Brown
Identify
Gather
Examine
Incubate
RetrieveDifferentiate
Plan
Execute
Track
Finding
Shaping
Deciding
Implementing
Assessing
http://mashable.com/2011/09/30/creative-problem-solving/
“9 Steps For Creative Problem Solving”
—Ronald Brown
Identify
Gather
Examine
Incubate
RetrieveDifferentiate
Plan
Execute
Track
Finding
Shaping
Deciding
Implementing
Assessing
http://mashable.com/2011/09/30/creative-problem-solving/
“9 Steps For Creative Problem Solving”
—Ronald Brown
Identify
Gather
Examine
Incubate
RetrieveDifferentiate
Plan
Execute
Track
Finding
Shaping
Deciding
Implementing
Assessing
Problem space
http://mashable.com/2011/09/30/creative-problem-solving/
“9 Steps For Creative Problem Solving”
—Ronald Brown
Identify
Gather
Examine
Incubate
RetrieveDifferentiate
Plan
Execute
Track
Finding
Shaping
Deciding
Implementing
Assessing
Solution space
Problem space
The great mistake is leaping from facts to solutions, skipping over the play and exploration at the heart of finding new ideas.
— Scott Berkun, “The Myths of Innovation”
Identify Gather Examine Incubate Retrieve Differentiate
DecidingShapingFinding
Identify Gather Examine Incubate Retrieve Differentiate
DecidingShapingFinding
ProblemNaming
Identify Gather Examine Incubate Retrieve Differentiate
DecidingShapingFinding
ProblemNaming
ProblemFraming
Identify Gather Examine Incubate Retrieve Differentiate
DecidingShapingFinding
ProblemNaming
User & MarketResearch
ProblemFraming
Identify Gather Examine Incubate Retrieve Differentiate
DecidingShapingFinding
Create new ideas here!Sketch!
Prototype!
ProblemNaming
User & MarketResearch
ProblemFraming
Identify Examine Incubate
DecidingShapingFinding
Gather Retrieve Differentiate
User & MarketResearch
Create new ideas here!Sketch!
Prototype!
ProblemNaming
ProblemFraming
Identify Examine IncubateGather Retrieve Differentiate
User & MarketResearch
Create new ideas here!Sketch!
Prototype!
ProblemNaming
ProblemFraming
bridging research into ideas
framing research
A problem well-defined is a problem half-solved.
—John Dewey
Who invented the lightbulb?
business
userWhat problem are we solving?
What impact do we want to have?
How do we measure success?
brand
What are the business constraints, organisational visions & goals we need to take into account?
business
brand
What are the business constraints, organisational visions & goals we need to take into account?
business
Tool: Stakeholder interviews
Tool: The SWOT/SPOT
Tool: The SWOT/SPOT
StrengthsProblems
or
Weaknesses
ThreatsOpportunities
Inte
rnal
fact
ors
Exte
rnal
fact
ors
Tool: The SWOT/SPOT
StrengthsProblems
or
Weaknesses
ThreatsOpportunities
Inte
rnal
fact
ors
Exte
rnal
fact
ors
convert
convert
Tool: The SWOT/SPOT
StrengthsProblems
or
Weaknesses
ThreatsOpportunities
Inte
rnal
fact
ors
Exte
rnal
fact
ors
match
convert
convert
Tool: The SWOT/SPOT
StrengthsProblems
or
Weaknesses
ThreatsOpportunities
Inte
rnal
fact
ors
Exte
rnal
fact
ors
match
convert
convert
potential objectives!
What are our core values?
Who do we want to be when we grow up?
brand
What are our core values?
Who do we want to be when we grow up?
Tool: Rational vs Emotional Grid
brand
Hat tip: David Rollert, whose original method I adapted
rationalemotional
Hat tip: David Rollert, whose original method I adapted
rationalemotionalfun
psychic(knows exactly what I was looking for)
motivating
entertaining
magical
encouraging
surprising
allow me to influence — have an impact
inspire
effective
affective(people's choice)
facilitatediscussion to play missions
indication of progress
Hat tip: David Rollert, whose original method I adapted
What are our competitors doing?
How are we different to them? brand
business
What are our competitors doing?
How are we different to them?
Tool: Competitive analysisbrand, business model, (design) strategy, user base, feature sets
brand
business
“Build it and they will come.” user
brand
“Build it and they will come.”
Who are they?
How do they find out about you?
Why will they come?
Why do they need what you’re building?
Why would they choose you over a competitor?
user
brand
“Build it and they will come.”
Who are they?
How do they find out about you?
Why will they come?
Why do they need what you’re building?
Why would they choose you over a competitor?
user
brand
Tool: User matrices
Hat tip: David Rollert, whose original method I adapted
The “Run Collector”
user
1. Establish your axes
social individual
explore compete
frequent occasional
visitor local
curious engaged
2. Choose two key axes.
3. Identify questions.✦ What do they need?
✦ What do they want?
✦ What can they do?
set a record
stalk other runners
visitor
local
explore compete
What can they do?
find new routes
share local insight
create most popular
route
set a record
find new routes
set a record
stalk other runners
find new routes
set a record
visitor
local
explore compete
What can they do?
(acquainted)
4. Vary your axes, then your questions.
5. Rinse and repeat.
key insight
Tool: User modelling with user matrices
Tool: User modelling with user matrices
Uncover your underlying assumptions
Uncover assumptions on behaviour, needs and motivation
Establish hypotheses
Validate with research
Find out what you know and what you don’t know
Design principles:
synthesising core design requirements.
user
brand
Tool: Design principles (for product or page)
Allows people to “peel the onion” in whatever way is useful for them. They can start at the “core” or the peel and never get lost. They find what they are looking for and are continually seeing more interesting and engaging content.
Communicate passion for good food. Inspire people to eat and cook and bring them and the producers closer together.
Feel seasonal and vibrant, like touring the store. Stimulate senses through impactful images and text in a way that’s clean and uncluttered. Show people in the images, not just product.
A sound strategy is informed by research but conceived with conviction.
A sound strategy is informed by research but conceived with conviction.
UX
Common user research methods
open-endedclose-ended
“listening labs”
“contextual enquiry”
interviews
usability testing
remote testing tools
surveys
focus groups
card sorting
heuristic evaluation
personas
A/B testing
Common user research methods
open-endedclose-ended
“listening labs”
“contextual enquiry”
interviews
usability testing
remote testing tools
surveys
focus groups
card sorting
exploring the problem spaceimprove the
solution
heuristic evaluation
personas
A/B testing
Common design tools
hi-fidelitylow-fidelity
realisticprototypes
sketchesgraphic
mockups
paper prototype
detailedwireframes
functionalprototype
hi-levelwireframes
dynamic
static
storyboard functionalspecifications
content inventory
flow diagrams
problem-space friendly
solution-space friendly
Stakeholder interviews
user
brandbusiness
Rational/Emotional grid
Competitive analysis
User matrices
Design principles
SWOT/SPOT
Stakeholder interviews
user
brandbusiness
Rational/Emotional grid
Competitive analysis
User matrices
Design principles
uniqueSWOT/SPOT
Don’t be afraid to experiment.
Be brave!
There are many right answers.
Be bold!
Take the time to think.
Be intentional.
Thank you!
My eternal gratitude to great shoulders I stand upon:‘Femi T Adesina, Chris Baum, Robert Hoekmann Jr., David Rollert, Olivier Thereaux
(Yes, these slides will be online.)
Stephanie Troeth
@sniffles
http://about.me/stephtroeth
funny cat photo
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